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

This report discusses the scope and key concepts of international marketing, reasons to market internationally, and routes to market the organization. It also covers the key criteria and selection process of international marketing to enter the global marketplace, market entry strategies with advantages and disadvantages of each, and ways to adapt marketing strategies for various markets. Additionally, it compares global marketing and local marketing, and discusses how the product, price, pricing, and promotional approach relates to a variety of international contexts. Finally, it provides recommendations on international marketing approaches adopted by Rogan and Co, comparing home and international orientation, and ways to assess competitors by outlining the implications of each approach.

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.
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 Consultancy services is also an activity which are undertaken by the local organizations
so that they can get the professional guidance from the professional consultancy services
companies in terms of marketing and expansion in a particular marketplace.
 Technical management is an activity which assists in the international marketing with the
help of adopting the advanced technology in order to interact on a global basis with
various key stakeholders of the company. These are all the concepts and scope of the
international marketing activities (Sheth, 2020).
 Franchising is another activity in which products and services are distributed by including
franchisor. It is an arrangement in which franchisor grants some rights and authorities to
franchisee.
P2 Reasons to market internationally and routes to market the organisation
There are various reasons to market the products and services or a brand as a whole on an
international basis.
 Such as it is highly important for the organizations to expand its target market globally
with the help of international marketing. This is one of the rationale to market
internationally so that the expansion of the specific target audiences can be increased in
order to increase the range of variety of customers. Another reason can be the boosting of
the brand reputation on a global basis as well. This helps in enhancing the range of
product portfolio of the company which ultimately supports in the growth and
development of the firm. Another rationale is to connect the local business with the world
which increases the goodwill and brand loyalty of the company. It is essentially important
to grab the opportunities which are open door on nature and this is done if company
expands internationally.
 There are various routes to market the organizations in several ways such as setting up of
the office in the overseas territory, working with an agent, finding out an appropriate
distributor, proper planning out the direct reach to the clients and attending internal trade
shows and exhibitions along with the trade missions. Moreover, owning international
website and establishing electronic marketplace are also the routes to market the
organizations globally (Morgan, Feng and Whitler, 2018).
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M1 Opportunities and challenges of international marketing to Rogan and Co
There are various opportunities that marketing internationally presents to Rogan and Co.
Such as international marketing leads to the higher sales because global marketing is a results of
large variety of products and services ranges which increases the number of customers and then
ultimately the increment of the productivity and sales. It helps in minimizing the cost because
international business mainly targets on the cost efficiency as they they are operating globally. It
supports in earning of the foreign currency which further helps in easy exchange to the foreign
markets without any complications. It assists in enhancing the living standards because local life
is restrictive in nature and global life provides exploring new things which improve the standard
of living. It aids in creating employment which are effective, efficient and talented in nature.
This is because such employees are hired from different parts of the world and hence they are
having the innovative and creative ideas of their own diversified culture. Moreover, international
marketing also provides the opportunities in rapid industrial growth and also renders benefits at
the time of emergency. Talking about challenges which the Rogan and Co can face while
marketing their restaurant internationally are such that assorted culture differences which leads to
the conflicts and employee turnover on large basis. High competition and government
restrictions along with the war circumstances and distance issues are all the major challenges
which must be taken care by the restaurant and mitigate them on prior basis (Gomes, Sousa and
Vendrell-Herrero, 2020).
D1 Ways that Rogan and Co can adapt their marketing strategies for various markets
Their are various international marketing strategies which are essential to adopt by the
Rogan and Co. Such strategies includes that setting up of the international strategy goals and
objectives for better evaluations of further processes. Researching of new markets is essential
tactic so that expansion could take place with wider reach of the customers rather than any small
range of target customers. Understanding the competition and competitors who are playing well
in the international markets is important. International organizational structure is different from
the local organisational structure and hence it is to be renovated and enhanced. Determining the
distribution strategies in terms of electronic form supports the organization in effective
development globally. It is necessary to assemble the strategy document so that each and every
deliverables can be point out at the time of implementation without any confusions. Other
strategies includes the analysing of the steps that audience needs to take to make purchases form
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the restaurant. Communication must be attractive in nature while translating the entire culture but
not only the language. All these are the strategies which can be adopted by the Rogan and Co in
order to market internationally (Pegan, Vianelli and Luca, 2020).
 Ethnocentric is the approach related to recruitment where people are hired from the
parent company in order to fill the positions all over the world
 Polycentric approach is the approach where global marketing is done by hiring the people
from the host country for the subsidiary companies
 Regiocentric approach is the approach where people from different nations are hired for
several branches of the organization in order to conduct the international marketing so
that culture can be well known of the particular nation
Task 2
P3 Key criteria and selection process of international marketing to enter the global marketplace
Selection process to use when considering which international market to enter for Rogan
and Co contains various stages.
 International marketing objectives is the first stage. It states that first it is important to
analyse the goals and objectives of international marketing so that the particular direction
of proceeding can be determined.
 Parameters for selection is the second stage. It is essential to analyse some key criteria
before entering into the international market such as restaurant resources, global
environment, market situation, nature of competition, government policy and many more.
 Preliminary screening is the third stage. It includes the screening of size of population,
per capita income, structure of the economy, infrastructural factors and political
conditions.
 Short-listing of markets is the fourth stage. The previous stages were examining all the
markets but this stage will select an appropriate market to enter as per the more
favourable conditions to the restaurant.
 Evaluation and selection is the fifth stage. This stage finally selects the market as per the
company's resources and evaluate the further market conditions so that strategic decision
making can be done for future considerations as well.
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 Test marketing is the sixth stage. This is done with the help of calculating the positive
and negative feedback systems along with the return on investment. This helps in
deciding that whether to continue with the market or not.
 Commercial production is the seventh stage. This includes the live experiences with the
selected market where real time operations takes place in the international markets
(Asseraf, Lages and Shoham, 2019).
P4 Market entry strategies with advantages and disadvantages of each
There are various market entry strategies which can take in options for Rogan and Co.
Such modes of entry includes exporting, licensing and franchising, partnering and strategic
alliance and acquisition.
 Exporting of products and services from local country to other countries have advantages
like it provides fast and quick entry to this strategy and also with the low risk and easy
mitigations. Disadvantages includes low control, low local knowledge and potential
negative environmental impact of transportation can disturb the operations of exporting.
 Licensing and franchising to the international markets includes advantages like fast and
quick entry along with the low cost and low risk benefits which are time and energy
efficient as well. Disadvantages includes the less control, licensee may become a
competitor, legal and regulatory environment can restrict such activities in some or the
other ways.
 Partnering and strategic alliance includes advantages like shared costs which reduces
investment needed and reduction of risk which is seen as local entity. Disadvantages
includes higher cost than exporting, licensing and franchising and also the integration
problems between two corporate cultures.
 Acquisition has advantages like fast entry and established operations. Disadvantages
includes the high cost and integration issues with home office (Paul and Mas, 2020).
M2 Make recommendations for Rogan and Co
It is recommended that Rogan and Co must go for the international market entry strategy
of partnering and strategic alliances. This is basically an arrangement between two different
organizations in order to undertake a common beneficial project while maintaining its
independent functioning in nature. Motive of entering this mode is to mainly expand the new
market, improving the product line and developing edge over a competitor. It is an agreement
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between the two parties where both agrees the set of objectives needed while remaining
independent organizations. Advantages to Rogan and Co includes the speed up the entry into the
new market, it enhances sales, learning of new skills and technologies, divided fixed cost and
resources, more innovative products ans services, it enhances the distribution sales and builds the
image of the brand. Disadvantages includes that there are various risks which are associated to
the communication and interaction flow among various stakeholder of the restaurant, benefits are
also unequal which leads to the risk to reputation as well. It also creates the barriers to work
culture and language that results in risks of conflicts, vulnerability and legal issues (Nagy,
Bennett and Graham, 2019). They must also focus on entering with joint venture, franchising and
licensing method in order to sell their products in effective and smooth manner. Through joint
venture, company have to focus on making alliance with the Country’s company in which they
are going to establish their business.
Task 3
P5 Comparison between global marketing and local marketing
Basis Local Marketing Global Marketing
Meaning This marketing is performed
within the geographical
boundaries of the country.
This marketing extends the
geographical boundaries of the
country.
Area served It basically serves the small
area for marketing.
It basically serves the large
area for marketing.
Interference of government There is a less interference of
government due to domestic
working.
There is a high interference of
government due to
international working.
Business operations It operates in a single country. It operates in more than one
countries.
Use of technologies It generally uses limited
technologies in its functioning.
It generally uses sharing and
latest technologies in its
functioning.
Risk factor It contains low risks hazards. It contains high risks hazards.
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Capital requirements It requires less amount of
capital.
It requires huge amount of
capital.
Nature of customers It consist homogeneous nature
of customers because of same
locality and culture.
It consist heterogeneous nature
of customers because of same
locality and culture. It includes
variation in customers tastes
and preferences.
Research It requires market research at
an average level.
It requires market research at a
very high level due to the
exploration of foreign markets
(Farrell, 2020).
Current company is suggested to choose the global marketing so that better growth and
expansion could take place which helps in increasing the productivity of the company and result
in the boost in sales and revenue generations.
P6 How the product, price, pricing and promotional approach relates to a variety of international
contexts
International marketing mix includes the same elements that is product, price, place and
promotion. Products of international markets includes the characteristics of the range of products and
services includes the number of different factors such as consumer's cultural
backgrounds, religion, buying habits and levels of personal disposable income. This
research is done on the global basis. Pricing of international markets includes the cost of transport, tariffs or import duties,
exchange rate fluctuations, personal disposal incomes of the target market, the currency
they want to be paid in and the general economic situation of the country. Place of international markets includes the large distribution strategies so that every
branch of the company could get supplied and every supply can easily reach out to the
customers on a global basis.
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 Promotion of international markets includes the advertising messages in countries where
expansion has taken place which includes language, political climate, cultural attitudes
and religious practices. Electronic promotion is must for the international marketing such
as digital marketing in order to get the wider reach to the customers (Donthu, Kumar,
Pandey and Lim, 2021). People of international market mainly include the employees and customers. In order to
run the business in international market it is important to identify the right candidate who
can contribute their productive outcomes in making business successful. Process generally includes the way in which business activities are conducted. The
process determines the functioning and performance of business in international market.
 Physical evidence includes everything which customer see while interacting with
business.
M3 Approach which Rogan and Co should adopt either global or local concept by highlighting
the implications
Rogan and Co has chosen the global approach of marketing. There are various
implications for the same. Such as it increases the quality of products and services offered by the
restaurant. This is because that restaurant already knows that they are operating internationally so
automatically enhancement will be reflected in the services rendered to the customers due to the
entire changes in functioning an culture of the firm. Global approach of marketing improves the
familiarity of brand image which helps in creation of the brand awareness and well recognised
brand all over the world. This results in raining the knowledge about the brand worldwide which
attracts more and more customers and their loyalty as well. Other implications includes lesser
cost and more savings. It helps in reaching out the wider target audience and also gain the upper
hand of the tough competitors. It supports in the relationship maintenance across borders for a
long term. Moreover, it helps to manifest good strategies faster in a more efficient way and also
reveals the advantages of e-Marketing vs traditional marketing (Gnizy, 2019). Circumstances
under which the company must choose the global approach are such that the company wants to
expand and desire for exposure. The major reasons are the more profits and international brand
image as well.
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M4 Way to adapt the marketing mix by Rogan and Co in various global markets Product mix of international marketing in Rogan and Co can be such that the restaurant
must increase the wide range of food items as per the needs and requirements of a
particular country or location. This is because it depends on the taste of preferences of the
customers and also the purchasing behaviour as well which is also related with the culture
of a particular nation. Price mix of international marketing in Rogan and Co can be such that the restaurant
must set the prices as per the buying habits of the target customers on an initial basis so
that initial attractions can be maximum. Place mix of international marketing in Rogan and Co can be such that the restaurant
must choose the location in other countries where they can easily found out the target
customers irrespective of pricing because it can render high return on investment.
 Promotion mix of international marketing in Rogan and Co can be such that the
restaurant must adopt the advanced technology in promoting its brand globally by using
the updated and latest technology. Digital marketing includes search engine optimization,
social media marketing, pay per click, content market and email marketing (Ibeh, Crick
and Etemad, 2019).
D2 Way the marketing mix is applied to a range of global contexts
Marketing mix is applied to a range of international contexts in various ways such as
product strategy, pricing tactic, place approaches and promotional activities. These elements
helps the marketing mix to be applied internationally. This applications provides the higher
standard of living to not only the organization but also to the regular customers as well. It helps
in ensuring the rational and optimum utilization of resources within restaurant and also maintains
sustainability in cost, time and energy efficiency. It results in the rapid industrial growth and also
gains the benefits of comparing the cost from other competitors. It assist in the international
cooperation and world peace in a large manner as its facilities the positive cultural exchanges
and better utilization of the surplus production. This is why the application of marketing mix
helps in a range of international context of businesses (Oyewole, 2018).
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Task 4
P7 International marketing approaches adopted by Rogan and Co
There are various approaches of international marketing which the Rogan and Co can
adopt. Such as the transaction cost approach which is related with the efficient cost analysis
because transaction cost is high if done from one country to another and therefore this is the
approach which can help in minimising the extra cost for the restaurant. The Standardization and
adaptation Perspective is also an approach which is associated with the adaption of international
marketing mix with the local marketing mix. The Global Configuration and Coordination
Perspective is also an another approach where proper featuring of the functions of the restaurant
and offered products and services are done so that coordination can be maintained for the same.
The Global Integration Perspective is an approach which is collaborative in nature among
different inside and outside activities of the businesses (Tien, Phu and Chi, 2019). The other
international marketing approaches are Meta-national approach is the approach which taps into
the hidden innovation and technology across the world, ethnocentric approach is the approach
related to recruitment where people are hired from the parent company in order to fill the
positions all over the world, Poly-centric approach is the approach where global marketing is
done by hiring the people from the host country for the subsidiary companies, Regio centric
approach is the approach where people from different nations are hired for several branches of
the organization in order to conduct the international marketing so that culture can be well
known of the particular nation and geocentric approach is the approach where company hires the
people irrespective of their nations and culture and just want the best talent within organization.
Multinational approach is the approach which permits to adapt the local markets which provides
autonomy to subsidiaries and also differentiating the products and services for the local demands.
Transnational approach is the approach where organization are involved in the global activities
which are coordinated thrpugh cooperation and interdependence among the head office and
operational divisions along with the retail outlets and many more. Through these approaches
company can establish their business in effective and smooth manner in international market.
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P8 Comparing home and international orientation and ways to assess competitors by outlining
the implications of each approach
Home orientation marketing is performed within the geographical boundaries of the
country whereas international orientation marketing extends the geographical boundaries of the
country. Home orientation marketing basically serves the small area for marketing. international
orientation marketing basically serves the large area for marketing. Home orientation marketing
is a less interference of government due to domestic working. international orientation marketing
is a high interference of government due to international working. Home orientation marketing
operates in a single country. international orientation marketing operates in more than one
countries. Home orientation marketing generally uses limited technologies in its functioning.
international orientation marketing generally uses sharing and latest technologies in its
functioning.
There are several ways to assess the competitors which not only work internationally but
also the locally as well. BCG portfolio planning can be used by the restaurant to assess its
competitors as it is easy to implement and understand. Competitor analysis featuring four corners
can also used and its implication includes that it explores the beliefs and assumptions of the
competitors. Driving Forces Analysis is also used by the restaurant as its promotes change in a
positive manner. Financial Statements and Ratios are also used by the restaurant for better
understand the financial conditions in a more effective manner. Industry Analysis, featuring 5
Forces used by restaurant helps in identifying the profitability areas in a specific industry. Issue
Analysis used by restaurant helps in identifying the problems along with the solutions. Product
Life Cycle used by restaurant in order to get the products and services in faster marketing.
SWOT analysis used by the restaurant in order to address and understand the strengths,
weaknesses, opportunities and threats. Value Chain analysis used by restaurant in order to helps
in the strategic decision making in the business activities (Baack, Czarnecka and Baack, 2018).
M5 Make recommendations on operations of Rogan and Co internationally
It is recommended that the restaurant must have the clarity of what they can manage
internationally and what globally. It is also suggested to understand the local market needs and
produce the corroborative approach to global markets. It is also recommended that the restaurant
must socialise and develop the marketing plan globally on an initial basis only. It is suggested
that the tracking and adjustment of functions must be on a real time basis. Moreover,
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consolidating and sharing insights are essential for the operations in international markets (Lu,
Scholz and Nguyen, 2018).
D3 Make recommendations to maximize the opportunity with Rogan and Co in the global
context
It is recommended that the restaurant must increase its penetration in its existing markets.
Also the introduction of the new product lines can also help the restaurant in grabbing the
opportunities. Opening up of the new channels of distribution is highly recommended. It is
suggested that the restaurant must offer new services to the existing clients as well. It is also
recommended that the organization must look out for new client segments. It is also suggested
that the restaurant must never stop looking for new opportunities, expansion, growth and
development (Asseraf and Shoham, 2019).
CONCLUSION
It is concluded that international marketing is an important concept to learn and study so
that its applications can be applied in the real world organizations. This is because it depicts and
demonstrates the expansion and growth of the company which is necessary to develop and
increase the productivity of the firm. It helps the organization in maximising the sales and
revenue of the firm on a large basis. Therefore, it is important to analyse the scope and key
concepts of international marketing along with the routes of marketing and marketing strategies.
It is essential to examine the selection process and market entry strategies and recommendations
associated with it. It is necessary to determine the 7 P's of marketing mix and its application to
global marketing. It is significant to gain the knowledge about approaches to international
marketing and its operations along with the valid and an appropriate recommendations. Thereby
the above report contains the information which is vital to assess, imperative to investigate and
required to evaluate the international marketing and its different elements to the real time
applications. Hence, this report covers all such areas in order to better understand the conception
of international marketing.
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References:
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