International Marketing: Whatley Manor

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.