International Marketing: Scope, Key Concepts, Market Entry Strategies, Competitor Analysis, and Approaches

This presentation covers the scope and key concepts of international marketing, market entry strategies, competitor analysis, and approaches. It also analyzes the global versus local debate and investigates how the product, price, pricing, and promotional distribution approach differs in a variety of international contexts. Recommendations are provided, and domestic and international orientation is compared.

INTERNATIONAL
MARKETING

CONTENT
• INTRODUCTION
• TASK 1
• Analyse the scope and key concepts of international marketing
• Explain the rationale for it to want to market internationally and describe the various routes to market the organisation
• Evaluate the key criteria and selection process to use when considering which international market to enter
• Explain, using examples, the different market entry strategies, including the advantages and disadvantages of each
• Marketing Mix
• Competitors Analysis
• Recommendation
• TASK 2
• Present an overview of the key arguments in the global versus local debate
• Investigate how the product, price, pricing and promotional distribution approach differs in a variety of international contexts
• Explain and analyse the various international marketing approaches your client organisation can adopt
• Compare Domestic and international orientation and ways to assess competitors, outlining the implications of each approach
• CONCLUSION
• REFERENCES

INTRODUCTION
International advertising is
taken into consideration
because the methods of the
use of concepts at worldwide
stage for conducting a people
necessities into numerous
components of the world. It
represents that international
advertising is targeting
growth of firm's nearby

TASK 1

Analyse the scope and key concepts of international marketing
Marshfield Bakery Limited becomes
evolved in 12 months 1984 via Lynne and
Paul White. Furthermore, it produces
award-winning handcrafted fruitcakes,
seasonal goods, cakes, and breaks, among
other things. It is primarily based in
Dyrham, Wiltshire, UK, and distributes its
products throughout Europe.

Continue…….
Scope: International advertising is seemed as
development, investigative, enforcing in addition
to selling the products or offerings of corporations
at worldwide stage in addition to conducting the
desires of character who're residing into diverse
components of world.
Key concepts: There are diverse key principles
which can be associated with worldwide
advertising. Specific of them are mentioned in
below:

Explain the rationale for it to want to market internationally and
describe the various routes to market the organisation
At present time, companies are seeking out
an possibilities for commercial enterprise
growth at international degree as via way
of means of this they will acquire various
benefit like enhance their effectiveness,
income and their others.
• Hiring New Talent:
• Maximising Profitability Margins
• Direct Routes
• Indirect Routes

Evaluate the key criteria and selection process to use
when considering which international market to enter
Market choice is critical techniques for Marshfield
Bakery Limited as it's far compulsory for these
corporations to acquire achievement into worldwide
marketplace are. The choice techniques steps are
mentioned below:
• International marketing objective
• Parameters for selection
• Preliminary screening
• Analysis and selection
• Test marketing
• Commercial production

Continue…….
• Key Criteria: The criteria for
choosing global geographical market
place are discussed below:
• Nature of competition
• Infrastructure facilities

Explain, using examples, the different market entry strategies including
the advantages and disadvantages of each
Strategy Sub Types/ Description Advantage Disadvantage
Export By worldwide representative
 The monetary risk is moderate in this case.
 The entry price is modest.
 The agent must be able to shape the access complexity.
 Transaction profitability may suffer as a result of this.
 Unable to benefit from global experiences.
 Extreme reliance on global agent.
By worldwide supplier  Staffing requirements are reduced.
 Marketing value is reduced.
 In this their value of their transportation stays higher.
 Herein, there are capacity alternate barriers.
Licensing In this case, the sale of rights is covered by intellectual property that will be used for industrial
purposes in the global marketplace.
 The cost of access is also lower in this case.
 As is the risk of finance.
 Disloyalty threats of licensee.
 The profits are particularly lower.
 Into worldwide market, there may be loss of manage upon exceptional
maintenance.
Franchising In this, there may be sale of rights via domestic franchisors for appearing industrial practices
through international franchisee.
 Here are the probabilities of fast worldwide expansion.
 Entry price is lower.
 In this, there may be desires to manipulate the price.
 Sharing profitability amongst domestic and global franchisor.

Marketing Mix Plan
In organization of Marshfield Bakery
Limited management is follow 4Ps of
marketing which are very essential for
their organization. The management use
this for increased in their revenue and it
also help in for the development and
growth of their business (De Champlain,
2018). Let’s discuss all 4Ps in brief in
below:
• Price
• Product
• Place
• Promotion

Competitor Analysis
Ansoff Matrix: The management of
Marshfield Bakery Limited have to apply
Ansoff Matrix in their organization so
that it help management to prepare
effective plan for their organization
product sales in existing market or in
new market (Miller, Bjorklund and
Steinitz, 2018).
• Market Penetration
• Market Development
• Product Development
• Diversification

Recommendation
As it's far to analysed that global
advertising gives many
possibilities in addition to
demanding situations to
corporations that must be
undertaken through advertising
consultant. Moreover, that is
additionally visible that there are
many routes that are to be had to
entities upon international stage

TASK 2

Present an overview of the key arguments in the global
versus local debate
The difference among local and international
marketing are discussed below:
BASIS LOCAL MARKETING GLOBAL MARKETING
Scale of
operations
In this, the promotion, distribution
and sales of products may be carried
out at nearby level.
In this, enterprise operations are
undertaken at worldwide level.
Financial
resources
This do now no longer desires
greater finance as organization plays
into nearby marketplace.
This desires huge funding as they
offer into various international
locations in addition to marketplace.
Example Marshfield Bakery Limited is
appearing into nearby marketplace
and complying techniques like social
media and others for attracting large
population
The instance of global advertising is
Airbnb that introduce a social media
marketing campaign referred to as
Onelessstranger which aids
organization to increase above 1.5
million clients to book hotels in
everywhere in the world.

Investigate how the product, price, pricing and promotional distribution approach
differs in a variety of international contexts
The advertising technique
which includes product, price,
advertising and distribution are
highly impacted whilst
corporation is shifting from
home to international
marketplace. Each and each
country is distinct in recognize
of language, culture, tastes and
others.

Continue…..
Element Domestic market(UK) International Market(UAE)
Product The organization of Marshfield Bakery
Limited allows sparkling breads, cakes,
pastry and others for carrying out the
necessities of people.
The Marshfield Bakery Limited
merchandise can be followed consistent
with clients languages, tastes, choices and
so forth of latest marketplace area.
Price In this, bakery of Marshfield Bakery
Limited products pricing of organization
changed into better because it has
advanced a few unswerving client bases.
Marshfield Bakery Limited may also use
penetration pricing for attracting the clients
interest into worldwide marketplace.
Promotion Presently, promotions of Marshfield
Bakery Limited is being carried out with
the help foo unique media web sites like
Twitters, Facebook and plenty of more
Into worldwide marketplace, the
Marshfield Bakery Limited organization
may also utilised techniques like advertising
and marketing campaigns, social media and
others for influencing clients to shop for
goods.
Distribution In this, Marshfield Bakery Limited is
facilitating online transport as people
display pursuits inside organization's
merchandise over websites.
Into worldwide marketplace, of Marshfield
Bakery Limited is respective bakery utilise
techniques like retailers, channel
companions and others.

Explain and analyse the various international marketing
approaches your client organisation can adopt
As there are various global
advertising and marketing method
so Marshfield Bakery Limited has
many alternatives to undertake the
powerful one. Some of them are
mentioned below:
• Global
• Transactional
• Multinational

Compare Domestic and international orientation and ways to
assess competitors, outlining the implications of each approach
• Domestic orientation: It is taken into consideration as
an technique wherein company body of Marshfield
Bakery Limited workers targeted to discovered simplest
the similarities among marketplaces in addition to
typically perceives that items or offerings which are
powerful into domestic of United Kingdom can even
achieve success into any other marketplace
• International orientation: This is taken into
consideration as an technique used by Marshfield Bakery
Limited is rely on the fundamental conceptions that the
variations in addition to similarities exits among
numerous marketplace that is make bigger in everywhere
in the world (Tapia-González, 2020). This variations and
similarities can be comprehensible for finding out an
approach which might also additionally carry out in
recognize of entire worldwide markets.

CONCLUSION
As according to the above report, it has been
concluded that there are large scope in addition
to key standards of worldwide advertising and
marketing consisting of Exports, Fully owned
production and others. Global advertising and
marketing offers many possibilities in addition
to demanding situations to companies that
should be undertaken via advertising and
marketing consultant.

References
Books & Journals:
• Alserhan, B. A., 2017. The principles of Islamic marketing. Routledge.
• Beck, J. T., Chapman, K. and Palmatier, R. W., 2015. Understanding relationship marketing and
loyalty program effectiveness in global markets. Journal of International Marketing. 23(3). pp.1-
21.
• Busnaina, I. and Woodall, T., 2015. Doing business in Libya: Assessing the nature and
effectiveness of international marketing programs in an evolving economy. International Business
Review. 24(5). pp.781-797.
• De Champlain, S., 2018. Voyages of Samuel de Champlain: Volume 1. BoD–Books on Demand.
• Demangeot, C., Broderick, A. J. and Craig, C. S., 2015. Multicultural marketplaces: New territory
for international marketing and consumer research. International Marketing Review. 32(2).
pp.118-140.

Thank you