International Marketing: Scope, Concepts, and Entry Strategies

International Marketing

Table of Contents
Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Introduction to the organization.............................................................................................1
Define international marketing and differentiate to local marketing.....................................1
Scope and key concepts of international marketing...............................................................2
Rationale for an organisation to want to market internationally............................................3
International marketing entry routes and which one the company should adopt...................4
Key criteria and selection process company should use when entering international market4
Market entry strategy advantages and disadvantages of each................................................5
Conclusions and recommendations on how and why the company should enter the
international market................................................................................................................7
Key arguments in the global vs local debate..........................................................................7
Product, pricing, promotional and distribution approach differ.............................................8
International marketing approaches.......................................................................................8
Compare home and international orientation and ways to assess competitors, outlying the
implications of each approach................................................................................................9
Recommendations for the company.....................................................................................11
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
International marketing is the applications of the different principles of marketing in
order to satisfy the need and demand of the different people resides across the global boarders. It
is a marketing that is performed on a worldwide scale so as to reconcile or taking the advantage
by grabbing the different market opportunity that helps to keep the objectives of the business. It
is useful for the companies who want to expand their business at global level and it has been
done to improvise the profitability of the business at larger scale (Cateora, 2020). This report is
based on the Unilever that is the British multinational consumer company and provides the
diverse products and services as like food, energy drink, ice cream, tea, cleaning agents, beauty
products, and personal care products and it is the largest producer of soap at global level. This
report includes the understanding of marketing contributes to business strategy and entry
selection in international context.
MAIN BODY
Introduction to the organization
Unilever is larger leading national organisation and one of the oldest multinational
companies and have served their products and services in 190 countries. Unilever has worked
with the 400 brands and it is the dual listed company as Unilever N.V that is based on
Rotterdam, and Unilever plc, based in London (Cavusgil, 2018). They have organised the
business in major division as like Home Care, Foods, Refreshment (beverages and ice cream),
and Beauty & Personal Care and having the research and development centres at India, UK, US,
Netherlands and China.
Define international marketing and differentiate to local marketing
International marketing is the procedure through which the products and services of the
business will get provided in the global market so as to make the effective promotion and using
the suitable pricing and distribution strategy thus right services get served at right time. It will
help to take the better revenue under which the attention of the customer will also get developed.
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Basis Domestic Marketing International Marketing
Meaning It is related to the marketing that get
performed for the local people and
covers the national boundaries
(Christofi, 2018).
In this the products and services get
served in the international market and the
international boarder will get covered.
Area served The local areas are beleaguered. The international customer of different
country will get targeted.
Government
interference
It is low. Relatively high.
Business
operation
In particular country i.e. home nation. More than one nation.
Use of
technology
It is used to arrive at domestic markets It will used to get in reach to more
customers.
Capital
requirement
Less Huge
Scope and key concepts of international marketing.
International marketing provides the superior opportunity to the business by which the
captured range will get enhanced and brings a large scope that is as defined below as:
 Imports: It is useful to meet the requirement of customer by resold the international
product in domestic market (Gao, 2018).
 Exports: It is used to increase the profit and sales of the business by selling the product in
newer market at different nation.
 Management of international operations: In this the products and services get assemble
in different country and sell out in different country to develop better economy.
 Joint venturing: It is the collaboration in between the different companies that get makes
to expand the business at national level.
The international marketing support the business to expand their product and services at
global level thus the larger market will get captured which is more important to manage the
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