International Marketing: Scope, Strategies, and Challenges for Rogan and Co

International
Marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
Task 1...............................................................................................................................................1
P1 International marketing – Scope and key concepts...........................................................1
P2 Reasons to market internationally and routes to market the organisation.........................2
M1 Opportunities and challenges of international marketing to Rogan and Co....................3
D1 Ways that Rogan and Co can adapt their marketing strategies for various markets........3
Task 2...............................................................................................................................................4
P3 Key criteria and selection process of international marketing to enter the global
marketplace.............................................................................................................................4
P4 Market entry strategies with advantages and disadvantages of each................................5
M2 Make recommendations for Rogan and Co.....................................................................5
Task 3...............................................................................................................................................6
P5 Comparison between global marketing and local marketing............................................6
P6 How the product, price, pricing and promotional approach relates to a variety of
international contexts..............................................................................................................7
M3 Approach which Rogan and Co should adopt either global or local concept by
highlighting the implications..................................................................................................8
M4 Way to adapt the marketing mix by Rogan and Co in various global markets...............8
D2 Way the marketing mix is applied to a range of global contexts.....................................9
Task 4...............................................................................................................................................9
P7 International marketing approaches adopted by Rogan and Co........................................9
P8 Comparing home and international orientation and ways to assess competitors by outlining
the implications of each approach........................................................................................10
M5 Make recommendations on operations of Rogan and Co internationally......................11

D3 Make recommendations to maximize the opportunity with Rogan and Co in the global
context..................................................................................................................................11
CONCLUSION..............................................................................................................................12
References:.....................................................................................................................................13

INTRODUCTION
International marketing can be defined as the global marketing which is done on the
worldwide scale. It is basically grabbing the opportunities and understanding and implementing
the differences and similarities so that international objectives can be achieved. In other words, it
is considered as an application of principles of marketing which is used by organizations to
expand more than one countries. It is the trading of goods and services across various nations
(Cateora, Meyer, Gilly and Graham, 2020). Rogan and Co is the chosen organization which is
headquartered in United Kingdom. It is the British restaurant which serves the casual dining
experiences but do not offer the takeaway and delivery systems. The following discussion is
based on the international concepts in regards with Rogan and Co. This report provides the
insight of routes to market the organization along with the marketing strategies. It also views the
selection process and market entry strategies to Rogan and Co. Discussion on 7 P's of marketing
mix and its application towards international marketing is also made. International operations
and recommendations are also made in the following report with conclusion.
Task 1
P1 International marketing – Scope and key concepts
International marketing has scope which consist various activities such as establishing,
Joint Ventures and Collaboration, Licensing Arrangements, Consultancy Services and Technical
and Managerial Know-How.
 Establishing activity is all about setting up of the different branches in other locations
where benefits could be gained. It also includes the direct investment in the needs of the
market.
 Joint ventures and collaboration is also an activity where the local organizations join their
functioning with other foreign companies in order to collaborate and gain the brand
extension of the same.
 Licensing agreements is an activity which the local organizations grant the rights to use
the process or functioning of the international organizations in order to expend in the
global market.
1