International Marketing: Scope, Routes, Strategies, and Approaches

This report discusses the key concepts of international marketing, various routes to enter the market, market entry strategies, local vs global trade, marketing mix in international markets, and international marketing approaches. It also includes a competitor analysis and recommendations for companies.

International marketing

TABLE OF CONTENT
INTRODUCTION...........................................................................................................................4
MAIN BODY...................................................................................................................................4
Analysing the Scope and key concepts of international marketing.............................................4
Explaining the rationale and various routes to enter market and opportunities and challenges . 4
Evaluating the key criteria and selection process considering the international markets and its
recommendations.........................................................................................................................5
Different market entry strategies including advantages and disadvantages and its critical
evaluation.....................................................................................................................................6
Key arguments on local vs global trade and which trade organization should adopt..................6
Investigating the marketing mix in context of international markets..........................................7
Explaining and analysing the various international marketing approaches and competitors
analysis.........................................................................................................................................7
Comparing home and international orientation and different ways that competitors outlining
the implications in each approach ...............................................................................................7
CONCLUSION................................................................................................................................7
REFERENCES ...............................................................................................................................9

INTRODUCTION
International marketing is the way of doing marketing in the international markets by
focusing on the marketing principles. The current report is based on the Marriott Hotel and it has
its operations in more than 131 countries. The report will outline the Key concepts of
international marketing and various routes through which do set up business internationally.
Further it will outline the selection process used in order to do international business. This report
will also outline the different market entry strategies with its advantages and disadvantages.
Furthermore, it will evaluate about the difference between global and local debate and how
marketing mix differs in international markets. At last this report will outline the various
international marketing approaches that the company can adopt and compare home and
international orientation.
LO1 and LO2
Analysing the Scope and key concepts of international marketing
International marketing refers to the marketing that is carried out by the organizations
across the national boundaries. It is basically the extension of various techniques and strategies
that helps the organization to trade globally. In this type of marketing the company used to carry
the various countries in order to trade their products in the market. The organization must follow
the different laws and policies in order to survive in the international markets. The international
marketing are the activities and operations of the different countries market by following the
different political and economic conditions of the country. It basically includes the non- human
factors which are product, price, cost , brands, etc.
The organization must focus on these factors in order to have existence and survivability
in the international market. The scope of international marketing is to do perform the best
activities by planning, pricing, promoting and having the direct flow of the products and services
across the globe. By doing international marketing it leads to the peace among the various
nations, reduces the risk and increases the opportunities for the organizations.
Explaining the rationale and various routes to enter market and opportunities and challenges
The organization has the best option to expand its business in more and more countries
and increase their profitability. As the international marketing is connected with integrating the
actions of the markets in the various geographic markets. The organization has various benefits

to expand its business in the international markets. As it will increase the brand reputation,
connect the business with the globe and increases the profitability of the company.
There are various routes in order to expand its business in the international markets which
are as follows:
1. Exporting: It is one of the easiest and common method in order to enter the
international markets. This entry mode will help the organization to enter into the
new markets and increase the business operations. The cost of transportation and
risk are high in order to export the products and services.
2. Partnerships: Strategic alliances with the companies in the local market will help
the company to grow in the international markets. By determining the good
partner, the company can increase its business in the international markets.
3. Mergers and acquisitions: In this route, two or more business merge with one
another or acquire the business which helps the company to increase its market
share and profitability. By having the merger and acquisition the company must
focus on the laws and policies of the different countries.
In order to expand its market and have presence in the global market the company can
expand its business. With expanding the market, the company will have opportunities and
challenges in the international market. The opportunity for the company is that the market share
will be increase and profitability of the company will also increase. The challenges that the
company will face in the international market is that the company may not follow the laws and
policies of other countries, may not fulfil the trends in the markets.
Evaluating the key criteria and selection process considering the international markets and its
recommendations
The best route that the company can adopt is the merger and acquisition. This is the best
method that the company can take in order to expand its market in the international business. In
this the company can merge with the another company or can acquire the another company in
order to increase its market share.
Merger and acquisition occurs when two independent entities come and make the new
organization. These two terms have different meaning but it is used together or conjuncted with
one another. By using this route the organization can increase the profitability and increase its

competitive edge in the market. It will increase the resources of the organization and diversify
the organization in the new markets.
Different market entry strategies including advantages and disadvantages and its critical
evaluation
The market entry strategies are the various methods that the company can choose in order
to deliver and distribute the products or establishing the company in the international markets.
The company must choose the effective strategy which help the company to grow in the
international market. The different entry strategies with its advantages and disadvantages are as
follows:
Entry strategies Advantages and disadvantages
Franchising Advantages: Business assistance
Increases brand recognition
Disadvantage: Restricting the regulations
Requires lots of investment
Merger and acquisition Advantages:Improves economies of scale
Decreases the labour cost
Disadvantage:Increase in legal cost
Sometimes company may lost new
opportunities.
Partnership Advantages:Easy to start this partnerships
It makes the decision better.
Disadvantage: The liability of the entity is
unlimited.
The capital contributed is limited by partners.
LO3
Key arguments on local vs global trade and which trade organization should adopt
Local trade refers to the trade which helps the company to exchange the goods and
services within the boundaries of the company. The domestic trade is divided into wholesale and

in retail market. The organization can set up its business in the domestic market by investing in
the stock which increases the reputation in the market.
Global trade refers to the trading of the goods, products and services in the international
borders and across the globe. In order to trade in the international market, it provides
opportunities to the company to increase its market share. International trade increases the
diversity of the goods and services to have good flow on the global scale.
The company can adopt the global trade which helps the company to grow in the
international market. It makes the company to have specialization and increases the economic
growth by reducing the global conflicts. It makes the company to increase its revenues and
manages the risk accordingly.
Investigating the marketing mix in context of international markets
Marketing mix refers to the system which includes the various areas of the marketing
plan and helps the company to grow in the international market. The marketing mix consist of
4P's which are product, price, placement and promotion. These factors change on the continuous
basis and it helps the company focus on the market and changes the products and services
according to the trends. Having effective marketing makes the company to survive in the global
market.
LO4
Explaining and analysing the various international marketing approaches and competitor’s
analysis
Cultural differences- Understanding the cultural differences plays a vital role in the
international marketing because every country has its own values or culture. when going for
branding or promoting products or services across different countries, it is important to do some
global level marketing research.
Customer requirements- Also, the company needs to research on customer taste and
preferences because it differ from country to country depends on various external factors. On the
basis of customs and traditions people purchase (Diaconescu, 2020). For example- the food
industry has successfully adopted strategy of local flavour to achieve competitive advantages and
success. Marriott hotel work flexibly on its menu according to the taste of local people and
travellers who visit their hotel.

Tie-ups with a local partner- A good understanding of local market plays a vital role in
international marketing because from this company can easily tie up with partner who
understands the needs of customer at local and global level (Tien, Phu and Chi, 2019). By
adopting this strategy, company can easily attain market supremacy rapidly and beat the heavy
competition at international level.
Utilization of new technology- Using advanced technology is also a best way to enter in
international market. with the help of advanced technology, company better use its logistics and
design its product or services based on market trends. Many global brands follow this strategy to
gain competitive advantages and plan their global marketing.
Plan the global campaign- It has been said that once a company’s product is launched the
global campaign should be done effectively in order to spread awareness about quality and
overall features of product or service. With the help of global marketing agency, the Marriott
hotel is performing global campaign. They have focused on creative, mass publicity campaigns
and media planning with the marketing team. By adopting advertising, web based advertisement
and social media platforms company can communicate with other teams globally.
Standardization- The major benefit of using standardization method is to enhance
marketing mix in order to adopt localized strategies (Watson IV and et.al., 2018). The company
can only be successful if they marketed standardized products worldwide. It also includes
distribution marketing and economies of scale in production.
Global configuration- In order to improve efficiency and gain the maximum competitive
advantages, company can focus on coordinating and configuring the activities at various stages
in the value chain across different countries. It includes designing of products, sourcing and cost
effectiveness.
Competitors analysis
Marriott hotel Hilton hotel
On the basis of pricing strategy, Marriott offers
a standard price to satisfy its customers. This
hotel run stingier promotions with weeks long
gaps in between.
Marriott focus on Bonvoy which is
international’s worldwide campaign that
While on the other hand Hilton hotel runs fully
dynamic pricing strategy and focused on
promotional activities with no gaps in between.
On the other hand, this brand also focuses on
pricing strategy which is known as premium

promotes travel program of the company. It is
type of new loyalty program to attract more
new customers and provide a varieties of
facilities to them such as discounts and
bonuses. Here they can earn points easily and
redeemed it in future.
pricing strategy. Also
segmentation ,positioning and targeting high
profile customers and providing them different
products or services.
Comparing home and international orientation and different ways that competitors outlining the
implications in each approach
Covered in PPT

Recommendations
In order to work at global level, the marketing team of company need to improve and
develop an understanding of local marketing strategies and try to create close relationships with
the teams of local market. By doing so the company can easily operate in international context
which is beneficial for them to achieve global success. Also, by doing proper market research,
creating potential customer profile, pricing strategy, promotional activities and international
strategies used by other competitors will be helpful to work at global level. The best way to
adopt all this method at the same time is to focus on 7Ps of marketing mix which can be helpful
to analyse the position of company and what more improvement is needed. It is recommended to
provide proper training to employees about cross border knowledge sharing system so that they
can work effectively. It is suggested to hire experts in order to gain local market expertise related
to requirement of local and global market.

CONCLUSION
From the above report it is concluded about the key concepts of international marketing
and various routes through which organization set up business in the international market.
Further it has evaluated about the selection process used in order to do international business. It
has also described about the different market entry strategies by describing its advantages and
disadvantages. Furthermore, it has evaluated about the difference between global and local
debate and how marketing mix differs in international markets. At last this report has described
about the various international marketing approaches that the company can adopt and
comparison between home and international orientation.

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