International Marketing Strategies for Eat: A Case Study

Unit 40 International Marketing
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Table of Contents
INTRODUCTION.........................................................................................................4
LO1............................................................................................................................. 5
P1 SCOPE AND KEY CONCEPTS OF INTERNATIONAL MARKETING...............5
P2 THE RATIONALE FOR EAT TO WANT TO MARKET INTERNATIONALLY
AND DESCRIBE THE VARIOUS ROUTES TO MARKET, THE ORGANISATION
CAN ADOPT............................................................................................................8
M1 THE OPPORTUNITIES AND CHALLENGES THAT MARKETING
INTERNATIONALLY PRESENTS TO YOUR CHOSEN CLIENT ORGANISATION
...............................................................................................................................11
LO2........................................................................................................................... 12
P3 EVALUATE THE KEY CRITERIA AND SELECTION PROCESS TO USE
WHEN CONSIDERING WHICH INTERNATIONAL MARKET TO ENTER...........12
P4 USING EXAMPLES, THE DIFFERENT MARKET ENTRY STRATEGIES,
INCLUDING THE ADVANTAGES AND DISADVANTAGES OF EACH................15
M2 APPLY THE MARKET EVALUATION CRITERIA AND ENTRY STRATEGIES
AND MAKE RECOMMENDATIONS FOR EAT.....................................................18
LO3........................................................................................................................... 19
P5 OVERVIEW OF THE KEY ARGUMENTS IN THE GLOBAL VERSUS LOCAL
DEBATE................................................................................................................ 19
M3 EVALUATE THE CONTEXT AND CIRCUMSTANCES IN WHICH EAT
SHOULD ADOPT A GLOBAL OR LOCAL APPROACH, HIGHLIGHTING THE
IMPLICATIONS OF DOING SO............................................................................20
P6 PRODUCT, PLACE, PRICING AND PROMOTIONAL DISTRIBUTION
APPROACH DIFFERS IN A VARIETY OF INTERNATIONAL CONTEXTS..........21
M4 DETERMINE AND ARTICULATE IN DETAIL HOW TO ADAPT THE
MARKETING MIX OF EAT IN DIFFERENT INTERNATIONAL MARKETS..........22
LO4........................................................................................................................... 23
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P7 VARIOUS INTERNATIONAL MARKETING APPROACHES THAT EAT CAN
ADOPT.................................................................................................................. 23
P8 COMPARE HOME AND INTERNATIONAL ORIENTATION AND WAYS TO
ASSESS COMPETITORS, OUTLINING THE IMPLICATIONS OF EACH
APPROACH.......................................................................................................... 24
M5 EVALUATE VARIOUS MARKETING APPROACHES AND COMPETITOR
ANALYSIS IN RELATION TO AN ORGANIZATION AND MAKE
RECOMMENDATIONS ON HOW THEY SHOULD OPERATE IN AN
INTERNATIONAL CONTEXT................................................................................26
CONCLUSION.......................................................................................................... 27
REFERENCES..........................................................................................................28
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INTRODUCTION
International marketing is a modern concept which applies various marketing
principles at a global level so as to effectively take marketing mix decisions.
International business helps to render several benefits to a company and
organisation that expands internationally in the form if the new customer base,
increased market share and the new business relations and so on.
Eat is a chain of sandwich shops that have nearly 110 branches in the UK which
have the majority of them located in London. It is in existence since 1996 and is
owned by Niall & Faith MacArthur. It is a private company which donates the unsold
food items to the hostels and the charities. It is a company that is since 20 years with
a good sense and good food and the fresh food changes with the season. It has
great taste and the main key is their teamwork. The market of this restaurant is at
almost every corner of the UK (Rupert and Smith, 2016).
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LO1
P1 SCOPE AND KEY CONCEPTS OF INTERNATIONAL MARKETING
International marketing is a concept that involves marketing activities in more than
one country at the same time. This is also termed as global marketing which will
conquer the different physical locations and the markets by expanding and operating
a business activity in different countries. This will also cover wide consumer groups
and the products in different geographic boundaries.
KEY DIFFERENCES BETWEEN THE DOMESTIC MARKETING AND
INTERNATIONAL MARKETING
Domestic marketing deals with the marketing activities in the small market areas with
same geographical boundaries while international marketing aims to serve wide
geographical areas in more than one country. In domestic marketing, there are low
governmental interventions while in international marketing there are high
interventions and faces a high risk of huge capital investments (Rupert and Smith,
2016).
Eat restaurant is seeking to expand internationally which will glance at the following
scope and the concepts of the international marketing which will render its various
opportunities to expand internationally and learn about the various important scope
of international marketing.
SCOPE OF INTERNATIONAL MARKETING
The scope of international marketing will involve the following:
Export
Under this scope of international marketing Eat can go for selling the products in the
international markets and earn huge revenues and this can helps in boosting the
growth of it (Papadopoulos and Heslop, 2014).
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Imports
It covers the scope where the goods and services are brought in the domestic
country from a foreign country and helps in hiking the production line and quality
products (Papadopoulos and Heslop, 2014).
Contractual agreements
Through the contractual agreements, Eat can enter into any contracts for its chains
to set up in other countries and gain the technical assistance and resources for co-
production.
Strategic alliances
This will render some better scope to Eat and will help to retain competitiveness in
the international market as well. Through strategic alliances, the scope of
competition can be reduced and will boost the innovation flow (Meissner, 2012).
THE MAIN CONCEPT OF THE INTERNATIONAL MARKETING
In the international marketing strategic decisions are addresses which will help to
understand the different attitudes towards the company’s involvement.
The staff of Eat and the businesses will operate in the following different four ways
as under:
Ethnocentric orientation
The local customers’ needs and requirements will be undertaken to develop new
products and Eat will focus on the policies and practises of the domestic country
where they will expand (Schreiter, 2015).
Regiocentric orientation
According to the political similarities and the regions, the market is segmented under
this orientation (Katsikeas, 2018).
Geocentric orientation
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