International Marketing: Scope, Concepts, Routes, Criteria, and Strategies

This report discusses the scope and key concepts of international marketing, routes to international market, criteria and selection process for entering international market, and market entry strategies with advantages and disadvantages. The case study of Airdri LTD, a UK-based company that sells hand dryers, is used to illustrate the concepts. The report evaluates the opportunities and challenges of entering the German market and recommends direct exporting as the market entry strategy.

International Marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK...............................................................................................................................................1
An introduction to the chosen organisation and give some definitions of international market
besides highlighting the main differences between local and international market....................1
Assess the scope and key concepts of international marketing and explain the rationale for
your chosen organisation to market internationally.....................................................................2
Describe the various routes to international market which your chosen organization can adopt
and which route the company should adopt and why?................................................................3
There are many international markets that an organisation can enter, so evaluate the key
criteria and selection process that the company should use when considering which
international market to enter besides evaluating the opportunities and challenges.....................4
Define and explain what a market entry strategy is, using examples of the different strategies
that are available to an organisation, and include the advantages and disadvantages of each....6
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
International marketing is basically referring to those type of marketing practices which is
applied by organization for run their activities smoothly. In other words, it involved one type of
entity for developing and implementing many marketing decisions across boundaries nationally.
Moreover, it also assists organization in forming manufacture, marketing facilitates overseas and
also coordinating strategies of marketing across the market (Ali and Anwar, 2021). In addition,
the main function of international marketing is to ensure that marketing mix for selected
company’s services and goods must match the requirements of customers globally. Here the
chosen company is Airdri LTD and the headquarter of this organization is situated in UK. The
company was established in 1974. The report will cover analyse the scope and key concept of
international marketing, explain the rationale for it to want to market internationally and describe
the various routes to market the organization can. It further covers evaluate the criteria and
selection process to use when considering which international market to enter and explain using
examples the different market entry strategies including the advantages and disadvantages of
each.
TASK
An introduction to the chosen organisation and give some definitions of international market
besides highlighting the main differences between local and international market
Introduction of organization
Airdri LTD is one of the leading brand in United Kingdom with help of their special
product and name of this special product is hand dryer. The company was established in 1974
and the headquarter of this firm is located in UK. It’s main product or business is selling hand
dryer in various locations. But after some time when the popularity of this product is increased
organization are able to expand their activities and services at large scale with help of
introducing new type of product’s and increasing innovation. In addition, due to the vital
advancement into the sector of hand dryer respective company identified that there is a gap
within market in aspect of creative designed, energy efficient and reliable hand drier which is
suitable to all washrooms.
Definition of international market –

According to the opinion of Philip Kotler, international marketing is referring to the
managerial and societal process where the group and individual person increased company profit
effectively. The group or individual person also assist the company for identifying the needs and
desires of customers within low time with help of facilitating, developing and exchanging items
of value.
Difference between local and international market
Basis Local market International market
Meaning In local market, the activities
and services of company are
worked within geographical
boundaries.
But in this market, the
activities or functions of
company are worked in global
manner.
Government interference In this type of market the
interference of government in
functions of company is very
less.
In this market, the interference
of government is high in the
business activities of
particular company .
Risk factor In this market, the interference
of government is low
(Barbarossa, De Pelsmacker
and Moons, 2018).
In this market, the interference
of government is higher.
Assess the scope and key concepts of international marketing and explain the rationale for your
chosen organisation to market internationally
Scope of international marketing
In current situation business and market are highly developed with help of modern
equipment’s and also becoming dynamic in nature. Depending upon the current situation the
scope of the international market is highly broad because of internationalism. In addition, both
globalization and modernization concept are followed by organization for run their business
effectively. Due to analysing the current trend and culture the above Airdri is also able to
increase their profit margin and maintain good relation with customers for long time.

 Export – In this organization their services and products are sold to international level
and its franchises after that importing party sold its goods in different domestic market
area.
 Import – It is the most common method which is used by the organization in
international market. That means here products are imported by organization from
distinct location of international market. Then after that sale of those products to potential
buyers into particular market place.
Key concepts
The main motivation and reason behind this business is to increasing their profit, productivity
and size of the organization at maximum level. The management of Airdri is required to foster
their business and due to this they are able to provide new and best quality products to its
shoppers globally (Bartosik-Purgat, 2018). Then in this way the basic needs and requirements of
customers are fulfilled in time. The main motivation behind running this business is to build
strong connectivity and relationship with all customer segments and also for sustaining their
goodwill in market at international level for long time. There are some specific reasons also for
running business activities in universal manner by Airdri which is described below –
 First reason is due to running their business internationally the management of Airdri
have the chance that venture offered goods according to needs of shopper globally. This
type of association can build strong deal and connection for determining further develop
effectiveness.
 The other reason is that due to run their internationally organization is able to establish
strong political relations with customers effectively. Due to the time of running their
business globally management need to consider various types of regulations and rules of
all countries. It leads to decrease legal risk at large scale in business.
Describe the various routes to international market which your chosen organization can adopt
and which route the company should adopt and why?
There are different types of routes where particular endeavour can have made in the activities of
business at international level. They are classified as –
Direct route – In this type of route organization made direct agreement with objective
person in international market which leads to determine to facilitate wares and offering products
and also administered to them. Along this the specific structure of administration can utilize

different channels such as agents, displays, sites conveyances and so on. With help of these
channels organization is able to deliver their products and services to users in time. It also assists
the firm for maintaining strong positive relations with customers for long time. In this way
organization is able sustain their profit margin and reputation in market or between customers for
long time.
Indirect route – This route is defined as those type of agreement or channel were
company have made a contract with outsider person. In this type of agreement all responsibilities
and powers are hand over to them which create impact on the performance of firm in positive
manner. There are a few channels that can be considered by Airdri. The depiction of them as
underneath:
 Alliance partners – In this type of strategy various information and powers are gathered
and it is a more modest according to size (Cho and Hwang, 2020). This type procedure
also has the ability for providing guidance to specific organization in regarding their
business activities. With help of proper guidance organization easily sustain their
goodwill and productivity for long time in market. In context when management of Airdri
maintained their strong hold in their business through alliance partner’s method then they
easily able to diversify their product at wide range. Due to this the choices and need of
customers are easily fulfilled in time. Some time it very well may be influence the
business in setting of improper correspondence, unfortunate asset dispersion and loss of
control on significant issues, for example, item quality and working expense and so on.
 Channel partners – It is the another type of strategy which is used by the organization
for increasing the sales of their product at maximum level. In this procedure organization
identify the effectiveness of their products and services according to the feedback and
behaviour of old customers. In context to Airdri, management must utilize various
devices in the form of course and ways of showcasing and business development. Due to
the effective use of this method organization is able to deliver their products to users in
short time. In addition to this misfortune in procuring, loss of correspondence control and
loss of item importance can be horrible for it

There are many international markets that an organisation can enter, so evaluate the key criteria
and selection process that the company should use when considering which international
market to enter besides evaluating the opportunities and challenges
The management of Airdri Ltd is focusing on expanding their business activities and
services in Germany and other countries in global manner. There are various types of company
who run their functions internationally where company enter into market. Due to the effective
use of their various technology and creativity the popularity of their services and products are
effectively sustained in minds of customers. In also help to increase the revenue of firm in
maximum level. Thus, Germany is good country for the internalization of company at broad
level.
There are various opportunities in German country for this company in aspect of producing and
selling their product which is described below -
 Use of skilled workforce: Germany has a strong developed infrastructure in aspect of
both vocational and academic (Kumar, Paul and Unnithan, 2020). This will permit the
young individuals for developing their future and career growth effectively. The technical
path, regular basis, has made a significant contribution to the steady availability of labor
personnel.
 Germany is considered as the biggest innovation country in the industrial sector. But in
respect of Germany their environment is conducive to this new transformation.
 Cross border trading: Germany is coming under the category of 3rd import taxes and
completely accessible to exporters, barriers are the part of the Eu. It contributes its
borders with nine other nations:
 Denmark, The Netherlands is a country in Europe, Luxembourg, Belgium, Austria,
Poland, France, Switzerland; Czech Republic is a country in Central Europe.
In three key aspects, Germany has maintained a healthy and consistent productivity and quality.
One is manufacturing's significant contribution to the entire economy. Manufacturing accounts
for a bigger percentage of GDP in Germany than just about any other European country. Neither
South Korea and China dedicate more of their budgets to manufacture than Germany among the
main Economic growth.
Challenges in Germany for manufacturing company

In generally, Germany's system has witnessed a gradual and careful transformation. Its
employees are progressively transitioning from producer to customer jobs. The upcoming new
groups and their labour market actions are marking this transformation. According to latest
survey, production in Germany is on the wane, although it's not as severe as the American
outsourcing trend.
 Formal corporate culture: German businesses might be less convivial than those in
other nations due to its effectiveness. They favour hierarchical levels, which contributes
to the company's official uniformity.
 Work-life balance: In comparison to the conventional 40-hour workweek, the average
German working weeks are noticeably shorter (Makrides, Vrontis and Christofi, 2020).
The amount of hours a German employee works after a day or weekly is regulated,
reflecting a theme on family activities.
 Demand for quality: The Germans are proud of their producing high products at a rapid
pace. They operate with extreme accuracy, which leads to bluntness in order to facilitate
communication and demands.
Define and explain what a market entry strategy is, using examples of the different strategies that
are available to an organisation, and include the advantages and disadvantages of each
Market entrance plans is a one type of road map for organizations regarding their overall
development and productivity. Companies always choose the right methods depending on their
objectives and intended audience because there are different ways for selling their product
internationally. Effective evaluation of market entrance strategies and the variations between
them will assist in choosing whichever approach is best for their business.
Direct exporting: sending out the coordination involves disseminating straight into the
commercial centre of their choice, to begin with, and first with their reserves. When one of the
referring programs is created, numerous firms come into a resort with the wholesalers for the
advancement of their business with their commercial platform. Organizations and wholesalers
back up their candidates with solid participation nearby the company. Moreover, they are the
standard carrier of their firm, in this way they are selecting brokers and the wholesalers should
be drawn nearer within the same way that enlisting a major work done.
Advantages-

● The maker has a coordinated interaction with the end chain of the consumers and the
dealers, which is one of the major benefits of sending out the products, in a result, to it,
the producer is at a distance, or much improved higher position to evaluate the wants and
needs universally of the clients, it can alter their items to moving up advertise demands.
● Exploring directly presents a good thing about giving additional control over the goods
offered to consumers in another nation. The conditions of the deal might be moreover be
decided by the exporter's particular competitive circumstances within the worldwide
market.
Disadvantages-
 Direct trading or exporting encompasses a very high cost for the business. It requires a
bigger starting venture until or unless the profit begins to boost up. As the consequence,
the trivial nature of sending out business is incapable of securing adequate financing for
the exporting process (Morgan, Feng and Whitler, 2018). Large-scale businesses will
eventually gain advantages from this approach.
● Lending, loaning, funds collections, denied items, and counting after back are a lot of the
threats related to the coordination of direct export. The producer mainly is exclusively
mindful of these predetermined dangerous outcomes.
Licensing- is considered to be a more complicated assertion in which one company licenses the
permit to utilize a great or benefit to the laid down following perks. It is a particularly impressive
and useful technique, in case the license buyer as of now features a sizable position within the
market wish to join in.
Advantages
● Licensing could be a fast-track tool that allows entering the marketplace exceptionally
quickly in case the individual trying the buy-in has the correct partnership lined up.
● In the conditions of total assets and creation of wealth, authorizing may be a low-risk
trade, in most cases, the license ought to give the bulk of the equipment. Technically the
interpretation can be a complicated subject matter, and authorizing isn't the most basic
way to overcome the administrative boundaries for entrance.
Disadvantages-
● In receiving best conduct, losing control of the permit circumstances possibly be the most
noteworthy downside for a business. The licensing of a branded advertised item is

particularly critical since any item testing the issues on the licensee side will influence the
licensor side.
● Having a dependency on the remote accomplice comes with its claim sets of dangers for
the improvement of the organization. Authorizing is life-making speculation on the
monetary market, which requires cautious thought of which is the best organization to
collaborate with.
Joint venture- very few offices attempt to diminish the chance of entering around the world to
advertise by sharing the associations with other businesses that need to offer their approach
universally. Joint ventures can deliver more wages than any existing undertakings since they
have large work expansions, and private offices instead of a 2 scale merger.
Advantages -
 Giving businesses a chance, a possibility to grow their capabilities and knowledge
(Rakic, Rakic and Stanojević, 2018).
● Acknowledging organizations to connect with adjoining companies or diversify
geological marketplaces, as well as pick up the pace of the ongoing passage to cutting-
edge technologies.
● Providing access to additional resources, to more assets, such as specialized masters of
technologies and other equipment for use.
Disadvantages -
● It is conceivable that shaping a joint venture will result in more complicated financial
charges.
● Joint venture maintainability is unexpected on broad examination and assessment of the
goals.
● A joint venture may be more costly than shaping a coalition
2. Airdri Ltd, chooses a joint venture marketing promoting procedure in arranging to enter
different sorts of worldwide markets since they choose to go with the association in a little
medium used company. Especially, in the range of developing markets, shaping the third trade
with an association is habitually a favoured course of advertising entrance. A joint venture
permits an organization to precise the advantages of the office, neighbourhood skills, and the
image of the partner of the company. In the later period, the vital unions and the joint venture

developed in notoriety (Sheth, 2020). They empowered businesses to pool their dangers, threats,
and assets when entering the international market. Whereas, profits may be divided z they give
out the enterprise a level of flexibility not accessible using coordination contributions.
Government, management, pricing, length of understanding, exchange of information, trade
competencies and trade account, and the regulations will bury a lot of the vital variables to look
at in a joint venture. Contention over unequal speculation ventures doubts over.

CONCLUSION
As per the above report, it has been concluded that international marketing is determined
to play a pivotal role in recent times for companies. As this consolidates in shaping the
manufacturing as well as the facilities of marketing on the international platforms, within the
planning procedures of promoting over the markets. Also, the most universal marketing is
guaranteed to be the combination of corporations, blending in the organization's items or the
benefit matches on the global prerequisites of the clients and looking for the openings to use a
firm's competitive edge to market other things into the unused or existent commercial center.
TASK 2
Introduction
International promotion is considered to be those conduct which brings about from the
borders. In straightforward terminology, this incorporated the substance in creating one
or more promoting choices over national boundaries. In addition to that, their complex
joins are shaping the manufacturing as well as the marketing of the business abroad and
the arrangement plans which have subsequently been showcased on the market upfront.
The report chose the company Airdri, which is one of the driving united kingdom hand
dryer producers, and provides over 45 years of a prolonged period. It was established in
1974 and has its main headquarters in Oxford, United Kingdom.
Overview of organization
Airdri is one of the most thriving scale hand dryer producers for over a long period of 45
years. It was established in 1974 and resided in its headquarters in Oxford, UK.
Its center of commerce has continuously been the hand dryers and presenting the made
house technology has given them a curiosity to investigate modern development zones.
Since 1980 inside the brand equation framework, there has been the forefront to lifting
the innovation segment in expansion for the advancement for its protected lift.
Difference between global and local marketing

Marketing mix in international context

The promoting blend of association vary in setting to neighborhood and worldwide
market as these are intricate exhaustively in regard to association Airdri while performing
global showcasing.
 Product
 Price
 Place
 Promotion
 Product : This is considered as the showcasing blend starting part is object that gives
brief portrayal concerning prominent issues which insignia is advancing with giving over
industry wherein it bargains selling hand dryers and so forth.
 ¢ Price: Pricing is the second one component of promoting blend which
changed into taken on through association for making offers in cutthroat commercial
center and attracting individuals by means of giving them reasonable/right motivator for
coins. Airdri can embraces serious assessing way which the affiliation changes its
assessing structure as per alterations manifest through adversaries and vicious
environment.
 ¢ Place: The spot part in some other case alluded to as transport channel
which an affiliation use to become open and available through its clients and the
designated swarms. The real redirects that can takes on by business endeavor either are
computerized and physical. Airdri is current association which can take at the net and
separated levels to serve their group.
 ¢ Promotion: It is consider as conclusive variable as it's miles a key to
advance. The restricted time procedures that is stressed through Airdri is to make care
watching out and to catch huge commercial centre spot through attracting top notch
amount of individuals are progressed advertising, web-essentially based satisfaction,
standard exhibiting. Of course, by utilizing assuming on normal position promoting
business venture attract the ones people who will in everyday keep on with their reality
via conventional technique.
international marketing approaches
Promoting is wide thought that covers such endless practices, instruments and thoughts.
As shown by ace it is business work which integrate explicit procedures which is

associated with spreading care among swarm about commitments an organizations. By
and by business have such endless options that are valuable and offers high and feasible
results to business and moreover will overall brings further developed results by means of
responses from public.
In this manner there are unequivocal overall promoting approaches which can embraced
and execute by affiliation Airdri can place itself in extraordinary circumstance in new
market. Also will overall enlighten their group concerning their existence.
Computerized advertising: The greatest generally perceived displaying channel for
strategy is progressed advancing in continuous business undertaking environment.
Cutting feature developments are progressing as well as put up most fine issue for sale to
the public it portion as an illustration digitalisation as well as programmed contraptions to
coordinate explicit bound time sports and helps with reaching most extraordinary
individuals with out a breakage. By embracing programmed displaying strategy with the
stop objective of progression in new market it looks out for extreme productivity and
shrewd for business venture that prompts undertaking diligence and augmentation.
Omni Channel promoting: The revived and refreshed showcasing approach that is used
by Amazon at the hour of taking section in new ad center to direct their exercises of
business is Omni channel. At first this method is gotten over through organization
notwithstanding markers anyway at present every publicist in their affiliation use omni
channels of selling. It is acceptable instrument.
Compare home and international orientation
Each business is differ from each other. This shows that particular course is find via
various association once they lead their proactive tasks associated with business. The
direction is endless supply of business venture, tasks, amount of administrations or things
which may be introduced in putting to reasonability and adaptability of business center
and their clients.
 Ethnocentric
 Poly centric
 Geocentric

 Ethnocentric: It states as the investigation of home market to worldwide commercial
center. In this manner firm partake in excess assembling exercises in home nation market
and moreover grow with the guide of offering indistinguishable thing into worldwide
business place. The primary objective of this approach is to meet the necessities of
adjacent market and it's far the obligation of business to cultivate keen techniques as
indicated by homegrown client base inclinations.
 ¢ Poly driven: This strategy expresses that assembling of things with
considering teh needs of client base and market region. With the help of this separate firm
force exceptional showcasing privileges which business undertaking gives in unfamiliar
commercial center.
 ¢ Geocentric: In sync with direction practice all the worldwide as well as
different type of group all remember notwithstanding managed same commercial center
framework which is taken on by publicist in business venture. The more noteworthy a
piece of the universally working gatherings embraces International way with the
surrender point of receptiveness. As needs be Airdri is proposed to lead its business
exercises with the guide of adjusting accommodating standardize promoting and
advertising methodologies while they're willing to present its thing in market at proper
International region.
Conclusion
According to the above report, it has been concluded that International promoting
assumes significant part at present times. As this consolidates in shaping assembling as
well as advertising offices abroad and planning techniques of showcasing across the
business sectors. Moreover, the primary job of worldwide showcasing is to guarantees
that promoting blend for association's items or administration matches worldwide
necessities of clients and looking for the chances to use a company's upper hand to
advertise different things into new or existent commercial center.

REFERENCES
Books and Journal
Ali, B.J. and Anwar, G., 2021. Marketing Strategy: Pricing strategies and its influence on
consumer purchasing decision. Ali, BJ, & Anwar, G.(2021). Marketing Strategy: Pricing
strategies and its influence on consumer purchasing decision. International journal of
Rural Development, Environment and Health Research, 5(2), pp.26-39.
Barbarossa, C., De Pelsmacker, P. and Moons, I., 2018. Effects of country-of-origin stereotypes
on consumer responses to product-harm crises. International Marketing Review.
Bartosik-Purgat, M., 2018. Country of origin as a determinant of young Europeansbuying
attitudes—marketing implications. Oeconomia Copernicana, 9(1), pp.123-142.
Cho, E. and Hwang, J., 2020. Drivers of consumer-based brand equity: a two-country analysis of
perceived brand origin and identity expressiveness. International Marketing Review.
Kumar, A., Paul, J. and Unnithan, A.B., 2020. ‘Masstige’marketing: A review, synthesis and
research agenda. Journal of Business Research, 113, pp.384-398.
Madan, S., Basu, S., Ng, S. and Ching Lim, E.A., 2018. Impact of culture on the pursuit of
beauty: Evidence from five countries. Journal of International Marketing, 26(4), pp.54-
68.
Makrides, A., Vrontis, D. and Christofi, M., 2020. The gold rush of digital marketing: assessing
prospects of building brand awareness overseas. Business Perspectives and
Research, 8(1), pp.4-20.
Morgan, N.A., Feng, H. and Whitler, K.A., 2018. Marketing capabilities in international
marketing. Journal of International Marketing, 26(1), pp.61-95.
Rakic, M., Rakic, B. and Stanojević, L., 2018. Consumer ethnocentrism–Marketing challenge for
companies: The case of Serbia. Management: Journal of Sustainable Business and
Management Solutions in Emerging Economies, 23(3), pp.81-92.
Sheth, J.N., 2020. Borderless media: Rethinking international marketing. Journal of International
Marketing, 28(1), pp.3-12.
Steenkamp, J.B.E., 2020. Global brand building and management in the digital age. Journal of
International Marketing, 28(1), pp.13-27.
Venciūtė, D., 2018. Social media marketing–from tool to capability. Organizacijų vadyba:
sisteminiai tyrimai, (79), pp.131-145.
Weerawardena, J., Mort, G.S. and Liesch, P.W., 2019. Capabilities development and deployment
activities in born global B-to-B firms for early entry into international markets. Industrial
Marketing Management, 78, pp.122-136.
Xu, H., Guo, H., Zhang, J. and Dang, A., 2018. Facilitating dynamic marketing capabilities
development for domestic and foreign firms in an emerging economy. Journal of
Business Research, 86, pp.141-152.
Yadav, A. and Bansal, S., 2020. Viewing marketing through entrepreneurial mindset: a
systematic review. International Journal of Emerging Markets.