International Marketing: Routes, Strategies, and Approaches

This report discusses the concept of international marketing and its key concepts. It also evaluates the various routes and strategies that L'Oreal can adopt to target international markets. The report presents an overview of the global vs local debate and investigates how the product, pricing, promotional and distribution approach differs in a variety of international contexts. It also explains and analyses multinational, global, and meta-national approaches to international marketing.

International
Marketing

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK...............................................................................................................................................3
Define international marketing, and analyse what it encompasses and the key concepts that
revolve around international marketing.......................................................................................3
Explain the rationale for L’Oréal or your chosen organisation to want to market
internationally..............................................................................................................................3
Describe the various routes that organisations can possibly adopt to target international market
and also evaluate the opportunities and challenges that marketing internationally presents to
L’Oréal........................................................................................................................................4
Evaluate and apply the key criteria and selection process to use when considering which
international market to enter and make recommendations for L’Oreal......................................5
Explain, using examples, the different market entry strategies that L’Oreal or your chosen
organisation can use to market internationally............................................................................5
Discuss the advantages and disadvantages of each market entry strategies you explained above
.....................................................................................................................................................6
Present an overview of the key arguments in the global vs local debate and evaluate the
context and circumstances in which L’Oréal or any other organisation should adopt a global
or local approach, highlighting the implications of doing so......................................................7
Investigate how the product, pricing, promotional and distribution approach differs in a variety
of international contexts..............................................................................................................7
Explain and analyse multinational, global, and meta-national approaches to international
marketing that an organisations can adopt...................................................................................8
Compare home and international (such as ethnocentric polycentric and geocentric marketing)
orientation and ways to assess competitors outlining the implications of each approach...........9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
An international marketing is basically involving whole organization or enterprise in
aspect of taking many type of decisions across national boundaries. At its most complicated it
involved the organization regarding establishing manufacturing and marketing facilities oversees
and communication marketing strategies across markets. Due to the effective use concept of
international marketing, the organization is able to run their activities globally at smooth manner.
Due to run the activities of organization internationally the needs and desires of customers are
easily fulfilled in time (Bala and Verma, 2018). Here the chosen organization is L'Oreal and the
company was established in 1909. The main products of this organization is cosmetics, beauty
products, perfumes and others. The report will covers define international marketing, and analyse
what it encompasses and the key concepts that revolve around international marketing.
TASK
Define international marketing, and analyse what it encompasses and the key concepts that
revolve around international marketing
International marketing is one type of concept or method which is utilized by L'Oreal for
enhancing the sale and awareness of their product internationally. Due to running the functions
internationally organization easily identified the needs and desires of consumers quickly. With
help of international marketing organization easily maintained positive relationship with all
categories of customers for long time. In context to L'Oreal, this company already have strong
brand image between public because they always produced their product in best and standard
quality according to customer needs and desires. Their products are highly fashionable and
reliable for users in long term. With help of providing best quality product the overall
productivity and profit of firm are easily managed at higher rate for long time.
Explain the rationale for L’Oréal or your chosen organisation to want to market internationally
L'Oreal is one of the brand who is highly focused on maintaining quality in their product
according to the needs and desires of customers. Due to maintaining quality in their product
company have the option for expanding their services and business at large scale in various
locations. Due to expanding their business company easily developed strong connection with all
categories of customers within low time. The other way for run the business internationally is
that here management of this firm need to utilize skilled and talented employees. Because due

to the use of talented employees firm easily run their activities with maximum energy globally
for long time. Due to the effective use of talented and skilled workers the queries and complaints
of the customer is solved in time. In this way the goodwill of brand is easily sustained in market
and in customer mind in long term. The next aspect is fixing competitive prices and due to
keeping competitive price in product organization easily enhanced their profit margin in low
time. In this way customers are easily attracted in large number for buying their product.
After analysing above information, it concludes that for running the business
internationally the management of L'Oreal need to focus on above mentioned elements. Because
with help of these elements organization easily sustained their overall performance and
productivity for long time (Camilleri, 2020). With help of these elements organization easily
understand that which type of product are highly consumed by customer according to current
fashion, trend and culture.
Describe the various routes that organisations can possibly adopt to target international market
and also evaluate the opportunities and challenges that marketing internationally presents
to L’Oréal
The various routes which are important for organization in aspect of targeting
international market effectively are joint ventures, licensing, direct exporting, franchising and
others. Due to following these type of routes L'Oreal have the options for diversifying their
products at wide range. Due to effective diversification the needs and desires of the customers
are effectively fulfilled in time and also able to increase the popularity of their product
effectively.
In aspect of opportunities when organization considered all these routes company easily
developed strong infrastructure in both offline and online mode. In this way convenience are
highly enhanced for consumers for buying their goods within low time. The other opportunity is
that company easily developed strong communication with users by solving their issues
effectively.
In aspect of challenges due to following this route sometimes legal barriers are created
for organization in their barriers are created for organization in their business activities. It leads
to enhance their profit in slow mode. The other challenge is that here power of the owner is
distributed, that means here company of owner is not able to take the decision individually.

Evaluate and apply the key criteria and selection process to use when considering which
international market to enter and make recommendations for L’Oreal
Key criteria and selection process is a set of various actions which is considered by
organization for analysing the various market entry strategies effectively. In aspect of selection
procedure, it is basically a procedure which consist of various steps. Due to the effective use of
marketing selection process the management of L'Oreal easily understand that in which market
investment are required and beneficial for them. In selection process organization easily target
those customers who is highly valuable and beneficial for them and their product. In
international market selection process plays the crucial role for enhancing the sale of their
product effectively. From the above analysis the method of exporting is suggested to L'Oreal for
increasing their market share in various locations effectively (Gundala, Singh and Cochran,
2018). Because in the method of exporting legal risk are very low and due to this company easily
developed strong infrastructure in less time. Due to having strong infrastructure firm easily
delivered their product to customers quickly.
Explain, using examples, the different market entry strategies that L’Oreal or your chosen
organisation can use to market internationally
The different types of market entry strategies which is need to consider by L'Oreal are -
In aspect of joint ventures, it is considered with particular form of partnership which
involved the creation of a third independently managed organization. In this type of routes two
organizations are agreed for working together in specific market regarding either it is product or
geographic. In context to L'Oreal, when management used this method effectively then definitely
overall profit margin of this firm are easily sustained for long time.
In aspect of licensing, it is considered with sophisticated agreement where a organization
transferred the rights to the utilization of services and goods to to another organization. It is a
very effective route to organization for increasing their market in other countries. Due to the
effective use of this type of routes firm easily run their activities with low legal risk. Due to
facing low risk organization is able to expand their activities at large scale with in low time.
In aspect of direct exporting, it is also a one type of entry mode which is used by the
organization for increasing the awareness of their product globally within low time. According to
this method organization have the option for selling their goods and services directly to other
locations internationally. Due to selling the goods directly firm have the wonderful opportunity

for making entry directly into new market. In comparison with others here legal risk are very low
and due to this company easily made huge investment in their business activities and project.
Discuss the advantages and disadvantages of each market entry strategies you explained above
Joint venture -
Advantages Disadvantages
 Accessible to various distribution
channel and new markets.
 Here risk and profit are shared equally
between two organizations.
 The goals and aims of the venture are
unclear.
 Conflict and miscommunication raised
between two business partners.
Licensing -
Advantages Disadvantages
 It enhanced opportunity for passive
income (Hasan and Sohail, 2021).
 Due to have license in business risk are
highly decreased for both parties.
 It enhances the opportunity for
intellectual property theft.
 It develops a dependency upon the
licensor.
Direct exporting -
Advantages Disadvantages
 Strong and positive communication are
sustained with customers in long term.
 In this method profit are highly
increased for organization.
 Enhancing workload.
 Having limited knowledge of market.
After evaluating above information it concludes that various marketing entry methods
plays crucial role for sustaining productivity of organization in various locations effectively.

Present an overview of the key arguments in the global vs local debate and evaluate the
context and circumstances in which L’Oréal or any other organisation should adopt a
global or local approach, highlighting the implications of doing so
Global market Local market
 Here the activities and selling of
products are increased over the
geographical limits of country.
Activities includes production,
promotion, distribution, advertising and
others.
 In global aspect the inference of
government is very high in the business
activities (Leonidou and Hultman,
2019).
 Utilization of latest technology is very
high which leads to sustain their
performance for long time.
 Local marketing is defined as the
marketing within the geographical
boundaries.
 In this aspect the interference of
government is very low in the activities
of business.
 Utilization of various technology is
very limited.
From the above information it concludes that for L'Oreal global market is a very suitable
and effective concept to run their activities smoothly. Because with help of this concept firm
easily sustained positive relationships with customers for long time.
Investigate how the product, pricing, promotional and distribution approach differs in a variety
of international contexts
Marketing mix is basically defined as a group of tactics or actions which is used by
organization for promoting their product and brand name effectively in market. Due to the
effective use of marketing mix L'Oreal easily run their activities with full work efficiency
globally successfully. The marketing mix basically consist of four steps which are described
below -
 Product – The management of L'Oreal must diversify their product at wide range with
best quality and according to requirements of customers. Due to diversification firm

easily increased the availability of new and existing product through offline and online
mode effectively. In this way the popularity of their product are and services are easily
spread between customer's globally within low time.
 Price – In aspect of price it is necessary for management of L'Oreal that they must fix
competitive or affordable price in their products. Due to keeping competitive price
organization easily attract the price in large number for buying their product globally.
 Place – In context to L'Orean, management required to develop strong infrastructure
internationally in both online and offline mode (Lou and Yuan, 2019). Due to having
strong infrastructure organization easily sustained positive relationship with customers
globally in long term.
 Promotion – In relation to selected organization, authority required to use various types
of marketing strategies which includes online advertising, digital marketing, use of social
media and others. With help of using this type of strategy, organization easily highlight
the specifications of their goods and and services at maximum level for long time.
Explain and analyse multinational, global, and meta-national approaches to international
marketing that an organisations can adopt
 Multinational approach – It is one type of method which is used by the organization for
selling an advertising goods and services to users around the world. It is also known as
global marketing because it permits organizations, even smaller-sized ones, to expanding
into another market via the competitive pricing, international distribution and internet.
 Global approach - In this approach organization is focusing on the universalizing
services and goods offerings in overseas economies. The goal of an organization taking
an international marketing approach is to market the same product or service in various
countries without changing the goods or marketing message for each overseas country.
 Meta-national approach – In comparison with other approaches it is a highly diversified
approach and here management is focusing on increasing the popularity of their product
at maximum level with huge investment.
Recommendation -
From above analysis multinational approach is suggested to L'Oreal because with help of this
approach company easily expand their business with low risk. Due to having low risk firm has
the option for using various marketing digital strategies and technology at high rate. Because

technology is highly essential for highlighting the features globally in quick which leads to
attract the customers in large number.
Compare home and international (such as ethnocentric polycentric and geocentric marketing)
orientation and ways to assess competitors outlining the implications of each approach
Home marketing International marketing
 Home marketing carryout marketing
functions within national boundaries
(Nie and Wang, 2019).
 It is defined as doing marketing local
area or market and its scope is
limited.
 In home marketing only one currency
is used.
 It is basically deals with
homogeneous market.
 In international marketing activities
of organization is run in international
manner.
 Various types of currencies are used
in international marketing.
 In international marketing scope are
wide.
 It is deals with diverse market.
From the above analysis international or diversified market is suggested to L'Oreal for
running their business activities internationally successfully. Because according to this concept
here management performance of employees and current market trends and culture. Due to
focusing on these elements firm is able deliver best quality to users for long time.

CONCLUSION
After analysing above data, it concludes that the concept of international marketing is highly
essential for maintaining balance in the demand and supply of products. It is also important for
understanding the problems and complaints of customers quickly regarding their services and
goods. Due to identifying the problems of consumers in effective manner company is able to
create strong solutions for them. In this way effective communication are developed between
organization and user for long time.

REFERENCES
Books and Journals
Bala, M. and Verma, D., 2018. A critical review of digital marketing. M. Bala, D. Verma (2018).
A Critical Review of Digital Marketing. International Journal of Management, IT &
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Camilleri, M., 2020. Higher education marketing communications in the digital era. In Strategic
marketing of Higher education in Africa (pp. 77-95). Routledge.
Gundala, R.R., Singh, M. and Cochran, T.K., 2018. Perceptions of integrated experiential
learning of graduate marketing students. Journal of the Scholarship of Teaching and
Learning, 18(2), pp.74-89.
Hasan, M. and Sohail, M.S., 2021. The influence of social media marketing on consumers’
purchase decision: investigating the effects of local and nonlocal brands. Journal of
International Consumer Marketing, 33(3), pp.350-367.
Leonidou, C.N. and Hultman, M., 2019. Global marketing in business-to-business contexts:
Challenges, developments, and opportunities. Industrial Marketing Management, 78,
pp.102-107.
Lou, C. and Yuan, S., 2019. Influencer marketing: how message value and credibility affect
consumer trust of branded content on social media. Journal of Interactive
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Nie, C. and Wang, T., 2019. How global brands incorporate local cultural elements to improve
brand evaluations: A perspective on cultural mixing. International Marketing Review.
Samiee, S. and Chirapanda, S., 2019. International marketing strategy in emerging-market
exporting firms. Journal of International Marketing, 27(1), pp.20-37.
Strizhakova, Y. and Coulter, R.A., 2019. Spatial distance construal perspectives on cause-related
marketing: the importance of nationalism in Russia. Journal of International
Marketing, 27(1), pp.38-55.
Yadav, A. and Bansal, S., 2020. Viewing marketing through entrepreneurial mindset: a
systematic review. International Journal of Emerging Markets, 16(2), pp.133-153.