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

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.