International Marketing: Scope, Concepts, and Strategies for Savoy Hotel

International
Marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1. Scope and key concepts of international marketing.........................................................1
P2. Rationale market internationally and describe the numerous routes in terms of an
organisation............................................................................................................................2
M1. Evaluation of the opportunities and challenges that occur during the expansion at
international level...................................................................................................................3
D1. Critically evaluate the international market context, considering how an organisation
should adapt their marketing strategies..................................................................................3
TASK 2............................................................................................................................................4
P3. Key criteria and selection process to enter in international market.................................4
P4. Different strategies to enter in market with its benefits and drawbacks..........................6
M2. Application of the market evaluation, entry strategies and recommendations...............7
TASK 3............................................................................................................................................7
P5. Overview of key arguments in local vs global debate.....................................................7
M3. Analyse the in which an organisation should adopt a global or local approach.............8
P6. How the 4P’s approach differs in a variety of international contexts..............................8
M4. Determine that how to adapt the marketing mix of company in different international
markets...................................................................................................................................9
TASK 4..........................................................................................................................................10
P7. Explain and analyse the various international marketing approaches organisations can
adopt.....................................................................................................................................10
P8. Compare home and international orientation and ways to assess competitors, outlying the
implications of each approach..............................................................................................10
M5. Evaluate various marketing approaches and competitor analysis in relation to an
organisation and make recommendations on how they should operate in an international
context..................................................................................................................................12
D2. Produce a critical evaluation of how the marketing mix is applied to a range of
international contexts............................................................................................................13

CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
With the growing technological advancements, the organisations are developing and
growing their business into the foreign markets in order to increase the efficiency of productivity
and also to gain cost efficiency and this process is referred as international marketing (Samiee,
2020). The aim of the organisation to pursue international marketing is to expand their operations
and to gain the benefits of international market in terms of generating revenue, reducing cost,
hiring new talent etc. for the successful internationalization the management and marketing
department of the organisations play a key role in conducting market research to understand the
needs and wants of customers of new market and to bring modification sin the current functions,
organisation structure of the company to maintain cultural balance as that supports the
productivity and profitability within organisation.
The present report on international marketing is based on the Savoy hotel a largest hotel
chain of the hospitality industry of UK. The hotel is known for its outstanding product and
services to guest and is headquartered in central of the London. The report highlights scope and
key areas of international marketing and formulate the methods to enter international market.
The report also covers the selection process to enter new market and its key advantages and dis-
advantages. The elements of market plan, international marketing approaches are also covered in
the report.
TASK 1
P1. Scope and key concepts of international marketing
International marketing is an essential factor for every company which they want to expand
and grow in the long duration in the current situation which means that the trading products
which are developed in different countries. There are several key concepts related to the
international marketing like size of market and location which the company is planning to
capture, its customer taste and needs and also related to the several factors which are critical for
the company (Alshaketheep and et. al., 2020). In regard of this, to analyse and evaluate this,
companies need to add value towards the company for the long run and their benefit towards the
current profitability rate of company.
In terms of Savoy hotel, it is famous who operates in London since very long and it is
significant for the business to examine all the issues which are concerned with the international
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