International Marketing: Scope, Concepts, and Strategies

This report covers the scope and key concepts of international marketing, the rationale for marketing internationally, routes to market, market selection criteria, market entry strategies, and the global versus local debate. It includes analysis of Lillidate Ltd, and provides expert guidance and study material.

International
Marketing

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK...............................................................................................................................................3
P1 Analyse the scope and key concepts of international marketing. .........................................3
P2 Explain the rationale for it to want to market internationally and describe the various
routes to market the organisation can expand.............................................................................4
P3 Evaluate the key criteria and selection process to use when considering which international
market to enter.............................................................................................................................5
P4 Explain, using examples, the different market entry strategies, including the advantages
and disadvantages of each...........................................................................................................6
P5 Present an overview of the key arguments in the global versus local debate........................8
P6 Investigate how the product, price, pricing and promotional distribution approach differs in
a variety of international contexts...............................................................................................9
P7 Explain and analyse the various international marketing approaches your client
organisation can adopt...............................................................................................................10
P8 Compare home and international orientation and ways to assess competitors, outlining the
implications of each approach...................................................................................................10
CONCLUSION .............................................................................................................................11
REFERENCES..............................................................................................................................13

INTRODUCTION
International Marketing refers to the practice linked to the sale of the products and
services of one nation into the other country, in accordance to the regulations and norms made by
the nations interest. In other words, it means to the marketing practices and functions together
with the nations of the world pursuing several political and economic methods.
It is the method of marketing internationally that is beyond political areas of the nation.
It also brings the nation more closer as because of the economic requirements and facilitates
knowledge and support among each other. It is majorly assist in building the economy and also
business practices that is very much supportive and beneficial for all the nations who are
operating internationally (Zouari, and Chaney, 2021). It works as an method of global betterment
and evolution. The following report is based on Lillidate Ltd which was founded in 1993 which
specialises in developing and manufacturing the LilliTest range of in vitro diagnostics and
reagents for Veterinary, Medical and Food Laboratories. The following report will cover about
the the scope and key concepts of international marketing, explanation of the rationale for it to
want to market internationally and describe the various routes to market the organisation,
analysis of the key criteria and selection process to use when considering which international
market to enter. In addition to it, it will cover about the overview of the key arguments in the
global versus local debate, Investigation on how the product, price, pricing and promotional
distribution approach differs in a variety of international contexts. Analyse the various
international marketing approaches your client organisation can adopt and compare home and
international orientation and ways to assess competitors, outlining the implications of each
approach.
TASK
P1 Analyse the scope and key concepts of international marketing.
International marketing means to the marketing practices operated by the firm across and
overseas international areas. It is commonly the extension of the methods and techniques utilised
in the host nation of the company.
Features of international marketing:
 Lengthy and time consuming – This process of international marketing is lengthy as
well as time consuming as because of the long distances, rules and regulations imposed

by several nations, payment issues as because of the utilisation of several currencies and
lengthy proceeding formalities. A advertiser requires to operate with the policies and
laws of its home country and also maintains its international goodwill.
 Wide Scope – It has a wide scope and the crucial aspects are covered by the international
marketing such are planning, product adaptation, product development, pricing,
packaging, marketing, communication, sales promotion, international marketing research
and several more.
 Long term planning – International marketing requires planning for long term as
because of the issues included in operations of the marketing. Environment of
international marketing is actually very dynamic as due to several economic, social and
political elements which keeps on fluctuating and the appropriate marketer requires to
modify and adapt in accordance to that only.
The scope of global marketing majorly involves export of products and services in
international markets. The exporter operates several practices apart from exporting their goods as
well as services (Zamanidadaneh, Esmaili, and Zarie, 2021).
 Establishing – A area in the foreign market for manufacturing, assembling and
packaging of the products in accordance to the requirements of the market area. Usually
complete production is done by the section with the help of direct investments.
 Licensing Arrangements – The firm in which the strategies with the support of licensing
set up with the global term in which foreign companies which are acknowledge the right
to utilise the firm's know and how which is patents, trademarks or processes in
accordance to the understanding with or without financial capital.
 Consultancy Services – Firm offering services of consultancy are also involed in the
scope of global marketing. The exporting firm provides several consultancy services in
the company can operate in turnkey projects in international nations. For this aim, the
exporting organisation gives its consultants and professionals in international countries
that directs and supports the production practices.
P2 Explain the rationale for it to want to market internationally and describe the various routes to
market the organisation can expand.
Marketing refers to the scaling and diversifying the income elements of the people by
make the offering to the users in different countries. Establishing stores or outlets in different

areas can support the firm in adapting alteration in the firm and get the perks of the technological
advancements in the expansion of the organisation.
The several elements which shows the content in details is mentioned below:
 Enhanced revenue potential – At the time when company possess the growth
opportunities in the local level, it supports in increasing the company internationally. For
several international scaling gives the opportunities to analyse the market area and
enhance the approach to the broad numbers of the users which can help them in
enhancing their revenue of sales (Sharma, and Shrivastava, 2021).
 More Consumer Base – International expansion gives the opportunity to sell the existing
offering to the new customer base and it also to invest new products and services.
Company can gain more profits by more sales because of the more consumer base.
The several routes to the market the firm:
 Direct Exporting – The firm manufacture their goods in their local areas or home
country then they sell these goods in different nations. In it the exporter will take support
from other people in order to make transactions for the respecting parties. The person it
liable for making more sales.
 Contracting – It is another way of tapping into the global markets in which it includes
the dealing of the idea is contracting. The manufacturing of the products will give to the
other organisation in order to make them manufacture that product in accordance to assist
the firm exporting to the global nations (Riboldazzi, Capriello, and Martin, 2021).
 Indirect Exporting – In this kind of international expansion approach it refers to the firm
that sell their products to the middlemen or trader who sell it on various other countries.
It is the convenient and safe way of selling the products in to the different countries.
P3 Evaluate the key criteria and selection process to use when considering which international
market to enter.
Market selection has an essential role at the global level in which market selection is
actually based on the verbal analysis of the several markets with the support to specific level
criteria in accordance to the objectives and resources of the company. The following are the steps
included in this process:
 International Marketing Objectives – The initial step in the process of marketing
selection is to understand the objectives of the firm in order to work on appropriate

export marketing strategies. The chosen market area to give a specific international
marketing goals commonly are not mandatory to be the best fitted to accomplish different
marketing strategies (Powers, 2021).
 Factor for selection – For appropriate examination and selection of the international
markets, it is crucial to clearly follow the criteria and parameters for the analysis. The
Several parameters of selection of the market area organisation's, market situation, nature
of competition, government policy etc.
 Preliminary Screening – The goals of the preliminary screening is to reduce or
minimise the markets that are not possible. The parameters utilised for the exploratory
screening might depends from goods to goods. Nevertheless, parameters like the scope
and size of population, structure of the economy, per capita income, infrastructural
elements and political areas are usually utilised.
 Short Listing of markets – Exploratory screening alter to reduce markets that commonly
do not address thinking at the fixed. There can be large number of markets that actually
left after the exploratory screening. It is later screened with the support of more data in
comparison to utilised at the preliminary stage of screening (Perbangsa, 2021).
 Evaluation and Selection – The chosen markets are later analysed with the aim of the
cost benefit evaluation and feasibleness research. They are divided on the base of their
total attraction. Among all the markets the suitable chosen one for the introduction of the
goods know to be the firm's resources and outside environment.
 Test Marketing – The market is proven on the lower scale by introducing the good in the
area of the market. It gives a proper feedback regarding the market to the producer.
During the same time, it supports the producers in analysing total response of the
customers form the particular market area after evaluated the success the manufacturing
can be done on the broad scale.
P4 Explain, using examples, the different market entry strategies, including the advantages and
disadvantages of each.
Exporting – It includes marketing the good that are manufactured in the countries in which a
firm can apt to sell them. Few organisations utilises direct exporting by which they can trade
their goods they produce in the global markets without the involvement of any third – party.
Firm that deals in the luxury items and have sold their merchandise in the international markets

earlier usually prefer this way. In context to Lillidate Ltd, company can export their
manufactured goods in the global market which can help them in gaining more brand value as
well as more profits (Mora, Vila-Lopez, and Küster-Boluda, 2021).
Advantages of exporting:
 First Hand Information – Exporters are in immediate contact with the international
consumers and markets. They get first hand data about the wants and desires of the
consumers which can satisfy them effectually.
 Direct Control – Exporters have the direct control over the export pricing, marketing,
promotion, packaging after sale services and several more marketing practices.
Disadvantages of exporting:
 Higher cost of distribution – The area of supply in export is lengthy and it has to be
cautious in deciding the most proper channel to tie the local operations to the
international platforms. Existence of middlemen in the those platform is evitable who
charges higher margins and because of this cost of supply becomes very high .
 More Risky – Exporting includes lot of risk linked to the credit, collection, financing,
defective goods, services after sale and rejected products as well. So, liable of these risk
are manufacturer only.
Licensing – It happens when a firm transfers the right to utilise or sell a good to different
organisation. A firm might select this way if it has a good which is in demand and the firm in
which it concentrates to license the goods which has the broad market area. For Instance, lillidale
Ltd, management can give the right or license to the specific individual or an organisation in
order to sell their goods in other country using their brand name (Hudaefi, and Beik, 2021).
Advantages of exporting:
 Rapid Entry Strategy – It is a rapid strategy of entry in international areas permitting
almost present approach to the market area with the suitable partners there .
 Low Risk – It is the low risk in terms of assets and investments and it will also give the
majority of the infrastructure in most circumstances.
Disadvantages of exporting:
 Low profits – Lower revenues because of the depending on the external party which is
essential drawback to this framework.

 Loss of control – It is the major drawback for the firm in licensing in respect to the
quality as well as maintenance control.
Franchises – It refers to the chain of the brand in which a group or a person which is a buyer
pays for the right to operate the branches of the brand on the behalf of the organisation. It occurs
in all parts of the world and offers several opportunities of businesses to scale up in overseas. In
context to the Lillidale Ltd, company can give the franchisees in several countries in order to
increase their sale as well as brand recognition.
Advantages of exporting:
 Brand Recognition – It is one of the best perk which a company can have as because
businesses are already well recognised with established consumer base in it. So, in order
to open a franchisee with its recognisable branding, consumer will already know about
the business(Hendriana, Awang, and Yusof, 2021)
 Low rate of Failure – Franchisee have the lower rate of failure in comparison to the
solo firms.
Disadvantages of exporting:
 High investments- Franchisee requires the large capital investments of the franchise fee
royalty and other charges of the franchisee.
 Restrictions regulations – They are not totally in control of the company neither they
are able to make appropriate decisions without taking into area of the idea of the
franchisor.
P5 Present an overview of the key arguments in the global versus local debate.
Global business means to the organisation in which economic deals are done across
different nations boundaries in the world. The seller and purchaser in the global business belong
to the another nation and it is also bit of broad. In these businesses, researcj is very much costly
and bit difficult to do(Gligor, and Bozkurt, 2021) The nature of the consumers in the
international organisation is assorted and in it several kinds of currencies of various nations are
utilised for conducting the operations of the business. Whereas, local business means to the firm
in which economic dealing are done in the geographical area of the particular country. The
sellers and buyers in the local businesses are from the same nation only and it is actually limited
to its territory. It is very much convenient to do the research of the business and the nature of the

consumers in local businesses is uniform or consistent. In addition to it currency used in it
belongs to the home country in which business is operating.
P6 Investigate how the product, price, pricing and promotional distribution approach differs in a
variety of international contexts.
Marketing Mix refers to the concept that tells about the essential elements which are
examined by evaluating all the its factors. These factors are adapted by the firm in accordance to
have the perk of competing appropriately with the competitors in which its principles are
mentioned below briefly:
 Product – It means to the element which shows the firm in offering the goods or services
in the organisational transactions. The firm mainly operates with the products or services
which can satisfy the wants and needs of the consumers. In accordance to the Lillidale
Ltd, the company majorly operates in selling veterinary products in its local market area
but in order to expand into the different country company need to conduct appropriate
research in accordance to understand the needs and wants of that particular country which
can give them in edge as they can modify their goods in accordance to their need only.
 Price – It refers to the cost of the products which is analysed by the company after
evaluating its worth and total cost of production, raw material and several other.
Company will add their profit margins into their cost then they will offer their final price
to the customers. In context to the Lillidale Ltd, the firm adopt price skimming strategy in
order to provide products in the market area. The firm mainly target all types of
consumers, in accordance to increase their customer base. As the firm plans to adopt
premium price strategy in order get more margins in business which can lead to the
success and growth of the firm.
 Place – It means to the position of the specific business where a company can offer their
goods and services. The respective firm places its operations or offerings in domestic and
rural areas as they can target their required consumer base. Firm works in selling of
veterinary products which is beneficial for the company to sell in such areas. Company is
well recognised brand in the market area with having top quality products as well (Fong,
Chang, and Wang, 2021)

 Promotion – It shows the way in which products and services are marketed by the
several techniques in order to increase their sales which can help them in their long term
growth and success as well. In relation to the Lillidale Ltd, company market their
products with several way such as initially they can utilise the various online platform
which can be cost effective and also is one of the best ways for them which can reach to
the target audience at once and can give them an edge in the market by taking over the
large market area with more consumers in rapidly. It is very much beneficial for the firm
in order to get their targetted consumer base.
P7 Explain and analyse the various international marketing approaches your client organisation
can adopt.
There are wide numbers of methods in which Lillidale Ltd company which can adapt
several strategies of marketing and various approaches for the success of the firm. Few of the
most essential marketing strategies which respective firm can adopt are mentioned below:
 Centralised – Centralised method includes the condition of authority and control by the
support of decision making and planning of strategies with the help of the higher level
authorities (Chung, and Ho, 2021).
 Decentralised – This method includes delegating the duties to the several levels of the
workers in accordance to their expertise and need of the objectives. In this method it is
open as well as free and it is also faster relatively in comparison to the centralised
method.
P8 Compare home and international orientation and ways to assess competitors, outlining the
implications of each approach.
International orientation is commonly depends on the 4 method which are mentioned
below :
 Ethnocentric Approach – In this approach the criteria maintained by the firm in home
country is known to be default and all subsidiary requirements to precede these criteria.
In this method the price, product and promotion remain unchanging and does not
fluctuate (Chohan, 2021).
 Poly centric Approach – In this method, Lillidale Ltd, provides equal value to the
domestic market of all the nations and in this kind of approach it is best fitted for the

nations with dynamic economy, unstable political situations and culture. Implementation
of any techniques in comparison to different methods.
 Regio Centric Approach – In this kind of method, Lillidale understand s nations in
which the political, cultural, economic conditions which are same in the same way to
satisfy the requirements and wants of the possible consumers.
 Geocentric Approach – This method refers to the approach which fosters the
international marketing and it does not compare position with any high quality. The main
aim is to know the best employees and all the crucial issues and challenges are solved in
various legal and political boundary (Anwar, Thongpapanl, and Ashraf, 2021).
There are several methods in which rivals can be assessed and all of them possess balanced
value.
CONCLUSION
From the above mentioned report it has been concluded that, the international marketing is
termed as the application of the marketing principles to satisfy the manner of the requirements
and wants of diverse people as across to the national boundaries. It follows scope and concept of
the marketing with suitable and effective manner of international section. As it covers the
several sort of the routes that management should covers their functions and operations. It also
analyse the key criteria and as well as selection procedure that enhance the manner of the
business of management. There are various sort of the options of the market entry strategies that
follows their advantages and as well as disadvantages that are effective to analyse their weakness
and try to overcome it by applying suitable market entry strategies. After managing the sectional
terms it follows the marketing mix in terms of the price, place, promotion and as well as product
in the business of management. And at last it also covers the suitable marketing strategies to
follow the criteria and divisions of the management in an effective and efficient manner.

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