International Marketing: Routes, Strategies, and Approaches

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.