International Marketing: Scope, Routes, and Strategies for Market Entry

International
Marketing(Part-1)

Table of Contents
INTRODUCTION ..........................................................................................................................3
Analyse the concept of international marketing and highlights the main difference between
local and international market.....................................................................................................3
Access the scope and key concept of international marketing and also explain the rationale of
the company to market internationally........................................................................................4
Describe the various routes to international marketing...............................................................5
Evaluate the key criteria and selection process to use when considering which international
market to enter besides evaluating the opportunities and challenges.........................................5
Explain, using examples, the different market entry strategies, including the advantages and
disadvantages of each..................................................................................................................6
Critically evaluate how your chosen organisations should adapt their marketing strategies for
various international markets......................................................................................................7
CONCLUSION AND RECOMMENDATIONS............................................................................8
REFERENCES................................................................................................................................9
PART 2 (COVERED IN PPT).........................................................................................................9

INTRODUCTION
International marketing is the concept which involves the execution of all the related
principles of marketing and all the effectual practice in order to internationalise its business for
enhancing the presence of the company in the market. The main purpose of promoting the goods
and service of the company so that they can spread awareness among their potential buyers.
Sainsbury is the chosen organisation for this respective report,this is the leading supermarket
chain in UK and it is established in 1865 by John James. this respective report will analyse the
concept of international marketing and the difference between local and international market. It
also explains the rational of the company to market internationally. Furthermore it analyse the
various routes to enter in the international market and also analyse the key criteria and selection
process which is being used to enter in the new market. It also evaluates the examples and
market entry strategy with its advantages and disadvantages.
Analyse the concept of international marketing & highlights the main variation between local
and international market.
As per the Cateora & Graham, international marketing is the performance of the business
task which is being designed to plan, promote, price & direct the floe of goods & services to its
consumer and make more than one nation profitable. It includes the having one or more
marketing mix decisions in the national boundaries and setting production facilities across the
borders. They basically adopt and coordinating marketing strategies across the globe.
Local marketing takes place when the chnage of products & services are specific to the
national border of the nation only. whereas, international marketing, as the name describe, is the
marketing that stretched in various nations across the globe. The marketing of the goods &
services is being done globally. Local marketing Vs International marketing are given below:
Basis Local marketing International marketing
Area served It usually coves small areas to
operate its business.
It coves large areas to market
its products and services.
Business operation They operate its business in
single nation.
It usually operates more than
one country.
Risk factor There is low risk associated Very high risk is be incurred in