International Marketing: Scope, Entry Routes, and Key Criteria for Success

International Marketing

TABLE OF CONTENT
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Defining international marketing and highlighting main difference to local marketing.............3
Assessing scope and key concepts of global marketing..............................................................3
Explaining rationale for Oak Cash & Carry to need to market internationally...........................4
Describing various international marketing entry routes and which one supermarket should
adopt.............................................................................................................................................5
Evaluating key criteria & selection procedures that firm should utilize when considering which
global market to enter..................................................................................................................5
Defining what a market entry tactic is using specific examples..................................................6
Conclusion and suggestions on how and why firm should enter international market...............7
Explaining difference between global & local marketing...........................................................7
Presenting an overview of key arguments in international versus local debate..........................8
How Product, Price, Promotions and Distribution Differs in Variety of International Context..8
Explaining and Analysing Various International Marketing Approaches.................................10
Comparing Home and International Orientation.......................................................................11
Recommendations......................................................................................................................12
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
International marketing is defined as application of useful, essential and beneficial
promotional principles by the companies whether it is small or large in more than one
progressive nation. It is one of those beneficial operational activities that provide a lot of
advantages to an organization and their stakeholders. The current assignment will be based on
Oak Cash & Carry Ltd, which falls under the category of retailing brand in the UK. The chosen
company is an essential part of retailed and grocery product merchant wholesalers in the
Banbury. It has targeted caterers, retailers, offices and off-licences as customers, who are able tp
build trustworthy relationship with company. The study will explain scope and essential concepts
of international march and rationale for firm to do that. It will define different global marketing
entry routes, specific one in firm context and selection as well as criteria that it should utilize
while considering which global market to enter. Furthermore, the report will justify market entry
tactic, suggestions, differences between local and international advertising and arguments based
on international vs local debate. Lastly the assignment will clarify international marketing
methods, home and global orientation along with ways to assess competitors.
MAIN BODY
Defining international marketing and highlighting main difference to local marketing
In the recent time, for purpose of obtaining competitive advantages and more benefits, a
company conduct varied useful and beneficial activities. For example, international marketing is
one of those actions and practices that provide key benefits to firms. It refers to any advertising
activity that occurs across national boundaries, in appropriate and systematic manner. It can be
said that international marketing is quite different to local practice, on the basis of certain things.
For instance, while conducting practice of promote a product or service at global level, it is quite
essential for marketers and a brand with they work to make huge investment, while it is not
important for them to do the similar investment during process of local marketing as they may
utilize traditional and cost effective approaches.

Assessing scope and key concepts of global marketing
The scope of international marketing is wide, because it included varied terms such as
exporting products and services across national boundaries, where target market tend to use and
buy a quality item or service according to their needs. It encompasses key activities such as
establishing a branch in foreign market, join venture, licensing arrangements, collaborations and
more.
Orientation to abroad trade, sales in the foreign market and orientation to global
marketing are the best examples of those concepts that over in term of international marketing.
Orientation to foreign trade is defined as conceptualization of trading process that begin from
nation market and end at global level, which make a company productive and profitable
(Differentiate among the three international marketing concepts, 2021). Other concepts along
with current one, may require additional and essential resources that in return provide firm
chance to conduct global marketing activity in effective and profitable way. Sales in foreign
market is also an international marketing concept, that drive the attention of a company toward
entering to new market or geographic area.
Explaining rationale for Oak Cash & Carry to need to market internationally
In the corporate world, each organization or venture tend to enter into international
market for specific reason. In case of chosen company, management may take initiative to
market globally for purpose of gaining competitive advantages, increasing profitability and
enhancing customer base, even wider than its rivals that are accessible in the retail industry. By
entering into international market, firm may take pleasure working with those stakeholders who
are able to conduct and follow CSR practice, as it may put positive impact on its brand image in
the market, which is quite essential and beneficial for it (Reasons Why Companies Go Into
International Marketing, 2021). Along with these reasons, organization may take initiative to
market globally because it seeks to widen its market size and get access capacity. All the reasons
may drive its attention and concentration toward developing effective and useful plans, through
which firm may enter at global level or within new nation where success & growth chances are
accessible in bulk (Tolstoy, Nordman and Vu, 2021). It can be said that a firm take pleasure of
global expansion in term of building wide workforce, among which each candidate hold power