International Marketing: Whatley Manor

This document discusses the concept of international marketing and its importance for businesses. It focuses on the case of Whatley Manor, a resort and spa group, and explores the strategies and techniques for international expansion. The document covers topics such as the scope of international marketing, entry to international markets, key success factors, and adapting marketing plans across international markets.

International
Marketing- Whatley
Manor

INTRODUCTION...........................................................................................................................2
TASK 1: Demonstrate an understanding of how marketing contributes to business strategies in an
international context........................................................................................................................3
TASK 2: Evaluate entry to a selection of international markets and define the key success factors
.........................................................................................................................................................5
Task 3: Investigate how elements of the marketing plan can be adapted or standardised across
international markets.......................................................................................................................8
TASK4: Demonstrate an understanding of how to organise and evaluate international marketing
efforts (multinational, global, transnational, meta-national, etc.)....................................................9
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................12

INTRODUCTION
International marketing is expanding of the products or services that the company is dealing in
throughout the world. The process includes strategies that are designed for establishing brand
name worldwide. The discussion is extensively made on the ways to develop the same; the
ideologies can include direct investment, franchising, joint ventures and various alliances.
Whatley Manor is a resort and spa group, initially a farmhouse acquired and turned into an exotic
destination. The firm has to internationalize its working, with the traditional royalty experience
that it has been cultivating from years. The report includes scope and concepts; rationale for
internationalisation and various techniques the firm will be using for expansion.
TASK 1: Demonstrate an understanding of how marketing contributes to
business strategies in an international context.
Marketing is a function that is needed to be carried out by any organization with planning
and strategy that is specifically altered as per the product or the service. The aspects that have to
considered while planning for the same are product, people, place, promotion and price. Whether
to work internationally or domestically, the firm has to have a definite strong structure to gain its
name in the targeted market.
Scope of International Marketing: The marketing has to cover a lot of aspects when
done globally as the failure or indefinite planning can turn a whole campaign into a disaster. The
scope covers direct investment, joint ventures, licensing arrangements and professional
assistance (Morgan and et.al., 2018).
Direct Investment: The firm needs to introduce people well to its name and the products
that are designed with its uniqueness but have a twist of their authenticity; the companies acquire
this existence with investment in the targeted country and building a franchise there.
Joint Ventures: Joint ventures are collaborations of organizations with the foreign
companies in order to carry out the business. In modern times, ventures have been expanded
intensively. This includes ventures with influencers of the country, collaboration with companies
that are entering the targeted market.

Licensing Arrangements: These arrangements are done absolutely to sell the trademarks
or the patents of the organization in the foreign market. Hospitality services mostly sell the
uniqueness hey have been endeavour.
Professional assistance: This part is like trading the secret ingredients that have been
successful. The companies that wish to expand internationally without much of the investments,
provide their managerial or technical assistance to the companies in the targeted market to
establish a name.
Rationale
The hospitality services have a wide scope and urge throughout the world because of the
expanding population and luxuries people have been approaching in their lifestyle. Whatley
Manor has an exquisite range of techniques and varieties available for people to experience.
Also, the services have been developed in a traditional British culture premise that provides the
royal experience people pay for. The service has a wide scope because of the promising business
growth rate in the international market, specially in the places exhibiting events frequently. The
industry has high potential in the regions with rich historical establishments because of the
tourism development. The sector also has an expected growth rate by 34.41 billions in the
upcoming years along with a phenomenal enhancement in the employee rate (BusinessWire,
2019).
Routes to International Market
The international business for any organization is diverse and different in every aspect as
compared to the domestic market. The domestic environment is the initial developer of the
business and thus carries individual that prefer the exact products or services the company has
been dealing which is not the case with the international market. The routes for Whatley Manor
to enter international market have been discussed.
Strategic Ventures: The company should plan to enter the new market by introducing
them with the existing service providers and the people that have been engaged in the field for
years. The development that is carried way is altered and prepared as per the preferences of the
individual residing in the area. The composition should be maintained keeping in mind the
authenticity of both the traditional ways that service follows and services that are compatible
with the people.

Introducing a chain: Whatley Manor should trade its prospects with the developers of
the targeted countries. This will be provide insides of the market and the places that hold
opportunities. The firm after analysis should introduce a chain of its variety of services into the
place that is less equipped with the competitors (Hult and et. Al., 2018).
Event hosting: Every place develops or under-develop is occupied with people or
organizations undertaking events. Bringing in hospitality and co-hosting in such events is a
profitable marketing. The firm can also introduce its spa experience to the people at the event
and can entertain them with the same eventually.
Packages: After establishing in the targeted country or while joint ventures, the company
should introduce various packages including exclusive housing, travelling and service coupons,
or additional exotic services. Customers are likely to give more attention to the firm providing
them with the packages and showing interest in its development in the country.
TASK 2: Evaluate entry to a selection of international markets and define the
key success factors
Key Criteria
The firm has to go through a lot of planning related to the expansion of the services in the
international market. Before the selection process of the steps and carrying them out, the
businesses have to perform certain researches about the criteria that have to be thought upon.
Demand and Education: The demand for the product plays an important role in the
profitability as there has to be a need of the product and services. For this demand to come upon,
the people of the area should be well familiar with the product that the organization is offering
and whether or not it is essential or approached by the people of the area (Paul, and Mas, 2020).
Since, Whatley Manor is a group of hospitality services, the people would be well aware about
its dealing and be extensively interested because of the royal experience provided.
Market Analysis: This stands to be another important aspect that has to be considered
while penetrating a new market as there is already a well established market for hospitality
services throughout the world. This also, includes research regarding the economy of the country
as the expansion can turn into a disaster in a failed economy.
Distance from domestic country: While expansion provides a lot of benefits in the
targeted country, it also provides recognition in the domestic place because of the success rates.
The company should invest in a near by opportunity as they provide the benefit of expansion to

home. This also will give the motivated first time experience as the company will have
employees that can adjust with the differences , barriers that are not very distinguished and easy
access.
Culture: Before expanding to a place especially in hospitality, there has to be
understanding of the culture as it is an proposed alliance to the people that are affected by it.
There have been a lot of cases where companies have misinterpreted the preferences of the
people they have been exposed to leading to a false image. The hospitality services have to be
very careful with this part as they include every luxury that people spend demanded costs on.
Selection Process
Whilst, studying the key considerations, the company also has to follow certain steps to
choose wise. Whatley Manor has to undertake the following procedures and needs to study the
detailed specifications for the expansion.
1. A proper market and expansion research has to be undertaken in order to lead a smooth
way towards the country or place that the company has to expand in.
2. The organization needs to look for the people that will demand or will be in need of their
products or services.
3. There are a lot of barriers while dividing the concentration between the countries, this
includes informing legal and political factors at most as they have variants from place to
place. The company needs to have an established system to look upon these factors or a
strong hold in its own countries politics to use it for the alliance.
4. The line has to also make its services and assistance enthusiastically available to the
people in the expanded country. The individuals that spend a lot want a lot, they will
require a complete presence of the company in front of their eyes and in market if
anything goes wrong or they are faced with an unsatisfactory experience.
5. Marketing teams have to be hired to maintain the PR rates of the organization in the
corresponding country which will also bring unique ideologies to promote and bond with
the people their.
6. The company needs to invite and send prospects as per their choice of first establishment
in the place.

7. The taxations and economic conditions vary from place to place and the organization
needs to have a deep knowledge about these happening of the place in order avoid any
interruption in the matter.
8. The company after the research needs to establish a plan with help of its all departments
to check the resource availability and for proper introduction.
The market entry strategies differ from organization to organization as their interested market
and potential expansion size differs. The hospitality has a vast line of competitors in the market
worldwide and also has relatively flexible chances of success. The market entry strategies of
Whatley Manor, are to be precise and accurate as per industry type. The discussions has been
made in the following segment.
Franchising- One of the most successful methods for expansion for hospitality services is
providing the brand name to various owners interested in the matter and capable enough of
establishing it into a new opportunity. The basis of franchising stands at reliability on the people
to commute the brand name and not destroy it.
The idea carries some advantages and disadvantages, which are:
Advantages-
1. The amount of capital involved here is less.
2. There is no stress of relying on absolutely new people in the industry.
3. There can be a lot to gulp from the unique and distinctive ways used by the franchisee
to utilize in the domestic market.
4. It also enhances the equity of business.
Disadvantages-
1. The extra costs can be a lot to manage.
2. The employees may not be able to manage success with new methods and rules.
3. The ways can be different which may cause a distress between people because of
use of varieties.
Direct Investment- Whatley Manor being one of its kind spaces for people looking to
have an authentic experience will have to plan on investing directly to the targeted market. This
process will involve engaging with the developers of another country in the same market to share

the relative experience. The investments are taken out through mergers or gaining control over a
place and then allowing the flow of operations.
The plan though has a very established means, it still carries advantages and disadvantages.
Advantages-
1. Brand recognition in both the home and the invested country.
2. The strategy also results in an extensive increase in overall economy and
employment.
3. The pathways of exchange are also made smooth with such undertakings.
Disadvantages-
1. The costs involved in this type of investment are huge.
2. This involves a lot of risk in monetary terms because of the exotic market
and high investment
Task 3: Investigate how elements of the marketing plan can be adapted or
standardised across international markets.
The total potential of both the markets the domestic and the international is comparative in
growth aspect. Domestic being within the periphery of the home country provides a relative ease
and accessibility to work whereas international provides diversity and differential experience.
The argues between the two constitute a lot and is the success rate. The domestic on one hand is
the traditional basis of working and international gives the opportunity to explore more with the
preferences part. The capital and exposure involved in international market is huge and thus can
replicate the stimulation in terms of return. Which is not the case with the domestic market as a
whole. Domestic market being accessible provides more opportunities to turn upcoming failures
and loopholes into admirable business plans whereas international requires a lot of research and
lacks combating on the job difficulties. The business one or the other day will require the
expansion after the establishment for positive growth effects in both the places. This can be well
treated with the advantages provided by expansion in the international market. The diversified
market needs extensive research in the matter along with the proper understanding of what is
needed by the people, what they prefer, what attracts them, is the product such that it can acquire
a place and at what price the people will be willing to accept it.
The various factors have to be considered while internationalisation especially the 7 P’s of

marketing as they stand to be the basics of plan and strategy making. The performance of any
organization is based on the intellectual skills it has with the customers, Whatley groups a string
hold in this as it has established it’s relationship with the people through providing experience
that is close to their heart. To take it further it has to provide experience in the international
market that is of the similar manner yet with a touch of the cultural essence.
Product: The basis of a company and its offering to the people is product. This offering
has to be such that it satisfies the needs of the people and is shaped as per their preferences
interns of tastes, cultures and traditions. In comparison to the competitors the company has to
stand out in this perspective to be recognised as one of its kind. Therefore, the services have to
be such that are personalised and as per the main serving. The product that has been designed is
differential and exploratory in nature for the people living in the same country as they are known
to the organization producing it whereas this will differ when the place of trade changes because
people will have more satisfactory options in their home country to replace the product or
service.
Pricing- The prices to be ascertained should be such that the people feel more
comfortable with and choose the services over competitors. The pricing of a product depends on
the availability in the market, the cost occurred in providing it, the currency, the transportation
cost, exchange rate and personal income of the people. Considering these factors the prices are to
be decided, this though differs a lot from pricing in the global market because of the same
currency of expenditure and earning and no transportation cost. The factors also differ because
the products are initially made as per the people’s income which may be higher and may be less
in the market, the company is planning to penetrate.
Promotion- The promotion is a mix of several factors that the firm needs to involve and
engage in for the company to establish a name and not let it go in vain. The promotions have to
be real by the company and not just a bubble of offers which are thrown with terms and
conditions for the public to confuse with as it will be the first exploration of the organization and
one mistake can turn the venture into a total failure. The KFC can be taken as an example in the
matter, as when it launched the products in China with their tagline translated, it came to the
phrase that meant “we will eat your fingers off”. The tagline was not welcomed well and the

whole campaign turned into a failure. Therefore, promotions need to be done with the proper
research and approach.
TASK4: Demonstrate an understanding of how to organise and evaluate
international marketing efforts (multinational, global, transnational, meta-
national, etc.).
Network Approach- The customers have a tendency to get attracted to the faces and
people they are well aware about and have an existing relationship with. The brand plans to
establish a trust with networking from the already known faces in the industry throughout the
market. This is a fresh and reliable approach for the new entrants in the market (Kannan and
P.K., 2017). The promoters can be gathered from the ones that have already been assisting to the
industry in the targeted market. The Whatley group needs to develop relationships with the
people to know the cultural and traditional diversity and also alter the ways of service as per the
indigenous customers needs. The network has to be established in a chain manner for more and
more people to attract towards it.
Digital Marketing- Whatley group, is carrying a traditional approach towards ensuring
expansion and profits within the domestic area as preferred. But for wider channelling, there has
to be marketing on the online platform. Today the world is all about how approaching the offer is
and how much it is on trend (Ailawadi, and Farris, 2017.). Giving a royalty touch to the digital
ways the company has to approach people with its exotic experience. Building websites
accessible and attractive to the people as per the people is the best approach, keeping in mind
that each section of various places should have equal involvement not less nor more.
Loyalty cards and packages- One of the reasons for the customers to stick with the
brand’s is the loyalty programs or benefits as per the loyalty cards. The hospitality field is filled
with opportunities to provide absolute luxuries to the customers at the time of reservations and
after points. The marketing has to be carried out with providing free loyalty cards and travelling
packages to the people that avail the first 100 registrations into the services and approach for
membership.
Omni- channel Marketing- The market at every location is diverse and one of its kind
and thus needs to be analysed as per the varied on time situations. Carrying out various

marketing approaches after penetrating the market will be kept as a possible and accessible
technique. While ensuring the various marketing approaches, the company will choose it’s best
alternative after entering the market, analysing the culture and people, and providing at the time
situations (Mosquera, Pascual and Ayensa, 2017).
Home market refers to the market where the organisation originated. It can also be termed
as the place where the organisation have their headquarters in. Home markets offer many
advantages like ok a well-established equity structure where the organisation can secure funds
and investments with ease. Sometimes organisation having mono poly in the home market fails
to deliver quality of services over international markets. International markets can be termed as
the global accumulation of all the sellers who operates and produce similar or same products.
The substitute in international markets have quality as well as comparatively low prices, in order
to switch from whom markets to international markets the organisation have to to adapt in
accordance to excessive competition. The approaches that can be used by an organisation to
establish their grip on international markets are as follows:
Digital Marketing - the organisation can use a mix of of different digital marketing
techniques tu to establish their grip over international markets. In order to survive the
excruciating competition in international markets the organisation have to analyse the digital
landscape of of the commodity international markets. The organisation have to distribute their
target audience and use 7Ps of marketing mix with creativity and innovation in order to survive
the competition in international market. The organisation can analyse price determination and
use digital space as a method of the promotion using price as their tool. The organisation can
introduce discounts over price in app referral. This will help the company not only in market
expansion but establishing a stationery and consistent target audience as well. In today's world
everything is done using smart phones, digital marketing have countless implications that can be
utilised bi an organisation without investing excess funds unlike how they will require in
traditional marketing practices.
Networking - it is a very complex approach and revolves around taking advantages of
well-established brands and their knowledge induce the data that they have collected over time in
order to understand the market and develop marketing approaches to conquer the competition
within the market effectively and efficiently. This approach revolves around recruiting the

experts that have knowledge about the market and has been operating within the market for a
very long time. This helps the organisation in establishing an equity which will secure
investments and funds. the experts operating in the market will have knowledge about how to set
target audience in waste to influence their stages of journey to making a purchase.
Omni-channel Marketing - Omni channel Marketing approaches revolves around using
an accumulation of different digital as well as traditional marketing practices. This marketing
strategy first focuses on collecting data and use the mixture of several digital marketing as well
as traditional marketing practices in accordance to the trends in the international market to
establish an outline for personalized marketing strategies for their new target audience.
International markets have mini e small market in them, in order to survive the competition over
quality and price in international markets the organisation have to study the working of these
small markets and then strategically plan the use of marketing mix.
Loyalty cards and packages- this is a commonly used approach use by many
organisations while entering a new market with new opportunities as well as new threats. Is a
approach that focuses on establishing a a good target audience while entering any new market. It
uses is a mixture of different strategies based on the principle of 7Ps of marketing mix. The
organisation can use physical evidences to prove the quality of their products and attract
customers using price determination that help them overshadow their potential competitors.
Promotion techniques can be personalized in accordance to the market. The organisation can
give discounts so that the new market customers accept the brand. This technique mainly focuses
on establishing brand loyalty in the new market.
CONCLUSION
The report is based on the international marketing strategy that needs to be adopted by Whatley
Manor in order to build a perspective and range that is acceptable by the people, is in accordance
with their prices and is correctly promoted. The report in detail discussed the techniques and
approaches that will be used by the organization to sell its name in the international market. The
conclusion can be made that marketing is a mix of a lot of activities and research that combine
has to be done and which is completely based on the people to be targeted, the market to be
entered and the size of the market. The report also establishes a link between the key criteria and

the correct process of entering the market. In precise, an outline has also been presented on the
approaches in comparison to the competitors of the group.
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