International Marketing Strategies for Kirsty: A Comprehensive Analysis

This report examines the international marketing strategies for Kirsty, a UK-based food and beverage company seeking global expansion. It delves into key concepts and the scope of international marketing, analyzing the rationale for Kirsty's internationalization. The report evaluates market entry criteria, explores different market entry strategies, and examines the global vs. local marketing debate. It further analyzes the marketing mix approach in an international context, highlighting the implications of adopting a global or local approach. Finally, the report compares home and international orientations, assesses competitors, and provides recommendations for Kirsty's international operations.

INTERNATIONAL MARKETING – KIRSTY

Contents
INTRODUCTION...........................................................................................................................................2
LO1..............................................................................................................................................................3
P1 KEY CONCEPTS AND SCOPE OF INTERNATIONAL MARKETING...........................................................3
P2 RATIONALE FOR KIRSTY FOR MARKETING ITS PRODUCTS INTERNATIONALLY....................................7
M1 OPPORTUNITIES AND CHALLENGES FOR KIRSTY WHILE MARKETING ITS PRODUCTS
INTERNATIONALLY...................................................................................................................................9
LO2............................................................................................................................................................11
P3 EVALUATING THE KEY CRITERIA AND THE SELECTION PROCESS WHICH THE KIRSTY SHOULD
CONSIDER TO ENTER INTO THE INTERNATIONAL MARKET....................................................................11
P4 EXPLANATION OF DIFFERENT MARKET ENTRIES AND STRATEGIES ALONG WITH THEIR ADVANTAGES
AND DISADVANTAGES...........................................................................................................................13
M2 APPLICATION OF MARKET EVALUATION STRATEGIES AND ENTRY CRITERIA FOR KIRSTY
ORGANIZATION.....................................................................................................................................16
LO3............................................................................................................................................................17
P5 OVERVIEW OF CHIEF ARGUMENTS IN GLOBAL AND LOCAL DEBATE................................................17
P6 ANALYSING THE MARKETING MIX APPROACH IN AN INTERNATIONAL CONTEXT FOR KIRSTY.........19
M3 EVALUATION OF THE CIRCUMSTANCES WHERE KIRSTY MUST ADOPT A GLOBAL OR LOCAL
APPROACH AND ALSO HIGHLIGHT THE IMPLICATIONS.........................................................................21
M4 ARTICULATION OF THE WAY TO ADOPT MARKETING MIX FOR KIRSTY IN VARIOUS INTERNATIONAL
CONTEXT................................................................................................................................................22
LO4............................................................................................................................................................23
P7 EXPLAINING AND ANALYSING DIFFERENT APPROACHES FOR INTERNATIONAL MARKETING WHICH
KIRSTY CAN APPROVE OF.......................................................................................................................23
P8 COMPARISON OF HOME AND INTERNATIONAL ORIENTATION AND METHODS TO ASSESS
COMPETITORS DEMONSTRATING THE IMPLICATIONS OF EACH OF THE APPROACH............................24
M5 EVALUATION OF DIFFERENT APPROACHES OF MARKETING AND ANALYSIS OF THE COMPETITOR IN
RELATION TO THE FIRM AND SUGGESTING RECOMMENDATIONS ON HOW TO CONDUCT THEIR
OPERATIONS IN INTERNATIONAL MARKET............................................................................................26
CONCLUSION.............................................................................................................................................27
REFERENCES..............................................................................................................................................28
1

INTRODUCTION
International Marketing basically refers to a process of selling or marketing company’s products
to overseas nations for generating profit and increasing more customer base in the business.
International Marketing is a process that undertakes many activities and it is also called as
global marketing. Various activities are designed based on the marketing mix components of
product, price, place and promotion. The foremost decision that all small companies make is
whether to go global or not. Going global is not easy as there are many rules and regulations
that need to be followed in marketing products in overseas nations.
This assignment will take into consideration Kirsty which is a local company in the UK offering
food and beverage product to the customers. The main aim of this company is to expand its
market at a global level and this report will cover the key aspects as to how Kirsty can expand its
business at a global level. This report will highlight the key aspects as to how marketing
contributes to business strategies in an international context for Kirsty. In the next section of
the assignment, various methods of entry into the international market for Kirsty will be
explained followed by investigating the elements of a marketing plan that can be adopted by
Kirsty in standardizing and marketing its products internationally. In the last section of the
assignment, various international marketing approaches that can be used by Kirsty will be
critically analyzed and explained.
2

LO1
P1 KEY CONCEPTS AND SCOPE OF INTERNATIONAL MARKETING
International Marketing is also referred to as global marketing when one company plans out to
market its products and services internationally. It is a multinational process which comprises of
planning and execution of certain concepts like price, promotion, distribution, goods and
services for creating exchanges thereby satisfying personal and organizational objectives.
International marketing is nothing but the principles of marketing applied in an international
context (Terpstra, et al. 2012).
CONCEPT OF INTERNATIONAL MARKETING / EPRG FRAMEWORK
This framework was given by Wind, Douglas and Perlmutter and it describes various stages of
international marketing and operations as explained below.
Figure 1: EPRG Framework
(Source: advaitha, 2010)
Ethnocentric orientation
The company believes that the customers of the home country are more superior to overseas
nations (Wach and Wojciechowski, 2014). When these businesses adopt ethnocentric
orientation it refers to identifying similarities of new markets with their own country. Similarly,
3

Kirsty can also make use of this technique by focusing on the home consumers thereby
analyzing the needs and demand of the home country customers and then provide them quality
products and services (Wach and Wojciechowski, 2014).
Polycentric orientation
The managers of an organization see the whole country as unique and consider that businesses
are run best in the local market. In this form of orientation, the marketers identify the needs
and demand of the customers about a certain product similarly Kirsty can conduct a market
research to identify the consumer demands and then devise strategies of marketing accordingly
(Yu, et al. 2010).
4

Regiocentric
In this type of Orientation, the company first finds out the similarities between the host nation
and to the nation in which it wants to expand the business. The company can analyze the
similarities between the cultures, economic and political similarities and then satisfy the needs
and demands of the potential customers (Verbeke and Kano, 2016). Similarly, Kirsty can find
similarities between two nations as it would save time in devising strategies for product
development and marketing strategies.
Geocentric Orientation
Companies using geocentric approach are the global players because these companies consider
the whole world as a potential market. Similarly, Kirsty can identify the similarities between the
home country and the international market. The geocentric approach is based on an idea of
"think globally act locally" ( Djordjević, 2014).
SCOPE OF INTERNATIONAL MARKETING
Imports
It is one of the easiest forms of marketing in which one company imports product from one
country and then sells the products in the domestic market. Similarly, Kirsty can import product
in bulk quantity and sell products are high prices in the domestic market thereby gaining huge
profit in the business (Czinkota and Ronkainen, 2013).
Exports
It is opposite of Importing, companies manufacture the products and then export its product to
the international market at higher rates. Similarly, Kirsty can manufacture food and beverage
items and then sell it in the international market thereby making a high profit in the business.
Contractual Agreements
5

A contractual agreement is made between two companies related to the processor sharing a
type of responsibility. For example, companies make contractual agreements with overseas
partners in order to grow exponentially (Czinkota and Ronkainen, 2013).
Joint Venturing
A joint venture comes into existence when a foreign investor takes interest in a local company
and vice versa. Similarly, a joint venture can be formed by Kirsty and any company from
overseas nation to produce a new firm (Czinkota and Ronkainen, 2013).
6

P2 RATIONALE FOR KIRSTY FOR MARKETING ITS PRODUCTS INTERNATIONALLY
There are many issues and challenges that Kirsty will have to face in order to expand its
business in overseas nations. But in order to leverage higher product, it is essential that Kirsty
expands its business internationally. Some key issues that can be considered By Kirsty in order
to expand its business internationally are explained below.
 In order to create an international brand value and expand the customer base in the
business, it is foremost essential for Kirsty to expand its business internationally.
 The international business expansion also allows firms to gain access to new talent
pools. In most cases, international labours have increased firms productivity and
operational capabilities. Moreover, it also brings innovative ideas in business when
people from diversifies backgrounds work together.
 International expansion will allow Kirsty for gaining access to new technologies that can
significantly improve the production and operational process of Kirsty’s Organization.
Moreover, overseas expansion is also required for gaining a competitive edge over the
competitor companies thereby building a strong brand awareness and increased
customer base in the business.
It is essential for Kirsty to consider some of the important routes for expanding the business
internationally as described below.
Franchising
Franchising also called as privileged business is a method in which a franchisor gives the license
to the franchise for doing business thereby offering assistance to the organization. Similarly,
Kirsty can also form franchises for supporting its business function like marketing and sales
franchising etc.
7

Direct Exporting
Direct Exporting is a situation in which Kirsty can sell its products directly to the customers in
any country without taking any assistance from any other company. For example, if Kirsty wants
its products to be sold in another country then it has to place is products in an appropriate store
of an international company.
Partnership
It refers to a formal arrangement in which two or more companies operate or manage a
business. There can also be a written agreement for governing a partnership between two
companies. Kirsty can also form partners for business assistance, for example, it can partner
with IT companies for maintaining the database of Kirsty's organization.
8

M1 OPPORTUNITIES AND CHALLENGES FOR KIRSTY WHILE MARKETING ITS
PRODUCTS INTERNATIONALLY
CHALLENGES IN BUSINESS EXPANSION FOR KIRSTY
Business Risks
There are many risks and challenges in expanding business internationally for Kirsty for example
instability, ineffective management, financial loss. When a business expands internationally the
culture, customs and traditions could be totally different from the home country and this could
be the biggest challenge in business expansion. The company will have to form strategies so
that it can adapt to the changing environment and can meet the demands of the customers.
Competitive Risks
When a company expands internationally then it has to face a big challenge from the
competitor companies already doing well in the area. It is difficult for a company to establish its
place in the new market.
OPPORTUNITIES IN BUSINESS EXPANSION FOR KIRSTY
Opportunity for increasing sales
One of the biggest opportunities that Kirsty can have is increasing its sales margin by marketing
its products in the overseas market. The company can also adopt various marketing strategies
for increasing the sales volume.
Introducing new product in the market
If Kirsty enters into a new market the company can introduce new products in the existing
market. When companies introduce unique and new products there are greater chances that it
can build a loyal customer base in the existing market.
Starting a new business
9

If Kirsty offers unique products to the customers then starting a new chain of business in the
new market is not difficult. When a company offers diversifies products then the brand value of
that company increases in the minds of the customers.
10

LO2
P3 EVALUATING THE KEY CRITERIA AND THE SELECTION PROCESS WHICH THE
KIRSTY SHOULD CONSIDER TO ENTER INTO THE INTERNATIONAL MARKET
In order to expand the business internationally, it is essential that Kirsty consider some of the
key criteria's as explained below.
New Competition and Unfamiliar marketplaces
Kirsty may have a good regional coverage but when a company enters into an international
market the situation changes (Akaka, et al. 2013). There are already well established having a
strong presence in the market both locally and nationally. Hence breaking through and
establishing your own brand is quite difficult. Therefore, Kirsty must offer quality products to
the customers so that it can survive in the unfamiliar and competitive environment.
Political risks and Trade Barriers
Choosing an appropriate market for business expansion is highly important for example if the
political condition of a country or region is not stable then it would be very difficult for a
business to operate in the area (Shenkar, et al. 2014). It is essential that the government
supports the emergence of new business in the area. There can also be some trade barriers that
may restrict international trade across nations.
SELECTING AN INTERNATIONAL MARKET
Kirsty can consider the following steps for business expansion as mentioned below.
Country Identification
Kirsty should identify the existing businesses in a country. It is essential to identify the political
situation in the country as it should favor the emergence of new businesses in the area
(Papadopoulos and Martín, 2011).
Preliminary Screening
11

After selecting a particular country the next step is to rank climatic conditions, exchange rates of
the country and various other factors (Papadopoulos and Martín, 2011).
In-Depth Screening
In this phase, critical analysis of a country is done for example the marketing strategies to be
adopted for marketing the products, communication strategies to be used etc.
Final Selection
After in-depth screening final list of the countries is made by the marketers in which companies
also look for the close competitors of the company as well as the local competitors in the area.
Direct Experience
If the final selection of a country is made then the marketing team visits the country for direct
experience. The marketing team identifies the similarities between the domestic market and
nation’s culture, customs and traditions (Papadopoulos and Martín, 2011).
12

P4 EXPLANATION OF DIFFERENT MARKET ENTRIES AND STRATEGIES ALONG
WITH THEIR ADVANTAGES AND DISADVANTAGES
The market entry strategies that can be adopted by Kirsty for business expansion are explained
below (Leih and Teece, 2014).
Types Definition Advantages Disadvantages
Strategic Alliance A strategic alliance is
a type of relationship
between two
companies for
achieving strategic
business objectives
that cannot be
achieved by either of
them alone (Leih and
Teece, 2014).
When companies
form a strategic
alliance they acquire
certain skills and
capabilities from its
strategic partners.
These companies also
help in enhancing the
productivity level and
extending supply
chain in the business.
The biggest
disadvantage is
sharing as strategic
alliance requires a
business to share
resources and
company’s assets
which can be misused
or overused by the
strategic partner.
Licensing and
Franchising
Licensing in the
business refers to a
contractual
agreement for using
the brand name,
patent or property of
another business.
While franchising is a
business concept
when a franchisor
provides a license to
Franchising helps in
managing the
business operations
more effectively and
efficiently, moreover
there the risk of
business failure gets
reduced due to
franchising (Leih and
Teece, 2014).
The initial cost of
buying a franchise is
high; a company will
have to pay
continuously for
managing the service
fees moreover a
business might find it
difficult for selling a
franchise.
13

the franchise for
doing business
thereby offering
assistance to
managing or
operating a business
in return (Leih and
Teece, 2014).
Exporting Exporting refers to
directly selling
company’s products
in the overseas
market.
With the help of
exporting, businesses
can expand its
markets to overseas
nations. Exporting
increases the sales
and profit margin of
the company.
Moreover, it helps in
increasing the brand
value and increased
perceived value of
products in the minds
of the customers
(Leih and Teece,
2014).
Businesses giving
more focus on
exporting tend to lose
focus on home
markets and the
existing customers.
Company’s
administration cost
may rise as a
company will have to
deal with export
regulations while
trading
internationally
Acquisition In order to expand
the business Kirsty
can acquire another
similar business and
have acquired a new
When a business
acquires another
business then there is
sharing of ideas and
processes, moreover,
It is essential that a
business acquires
another business
which is in profit
otherwise company
14

business is termed an
acquisition.
it improves the
efficiency of business
operations (Leih and
Teece, 2014).
will have to face
financial loss in the
business. Sometimes
there are cultural
differences due to
merger and
acquisitions that
could be problematic
for business owners.
15

M2 APPLICATION OF MARKET EVALUATION STRATEGIES AND ENTRY CRITERIA
FOR KIRSTY ORGANIZATION
Some key market evaluation strategies that can be adopted by Kirsty Organization are explained
below.
Market Size
It is highly important for Kirsty to analyze the targeted customers for determining their taste,
need for a particular product or service (David, 2011).
Pricing Potential and Competitor Analysis
Pricing potential refers to the minimum amount that a customer is ready to pay for the services
or product offered. Kirsty can determine the pricing potential by doing the market survey or by
analyzing the disposable income of the customers. It is also recommended for Kirsty to analyze
the product offered by the competitor companies so that Kirsty can devise strategies for
developing better products for the consumers (David, 2011).
RECOMMENDATIONS
It is recommended for Kirsty to implement proper planning and develop a plan in order to gain
a competitive edge in the business. Kirsty should identify the potential market where it can
expand the business by identifying the market opportunities in the business (David, 2011). A
company should maximize its strengths and minimize its weaknesses by analyzing the
competitors, reaching out to potential customers and by identifying the current trends in the
market.
16

LO3
P5 OVERVIEW OF CHIEF ARGUMENTS IN GLOBAL AND LOCAL DEBATE
Basis Global Local
Government Interference When companies like Kirsty
will operate globally then it
has to deal with global
policies which have a huge
impact on firm performance.
The policies at the local level
have less impact on the
business and firm
performance.
Product Mix At a global level, the product
mix strategies are the number
of a product line that
company offers to the
consumers (Davari and
Strutton, 2014). Example
Kirsty can offer different types
of products to the consumers.
At the local level, the product
mix strategies are mainly
based on the needs of the
customers. Different lines of
products are offered as per
the need of the customers.
Technology Usages At global level company can
make use of technology in the
business for marketing and
promotional activities, for
example, social media
technology, internet
technologies etc. (Buitenhuis
and Pearce, 2010).
At the local level Kirsty there
is no need to invest hugely in
technology as conventional
methods of technologies can
be used in the business.
17

Consumer Behaviour The consumer behaviour at
the global level changes
rapidly from place to place
due to cultural differences,
political difference etc.
Locally, consumer behaviour
does not change and it is easy
to satisfy the demand of the
customers (Solomon, et al.
2012).
18

P6 ANALYSING THE MARKETING MIX APPROACH IN AN INTERNATIONAL
CONTEXT FOR KIRSTY
Kirsty can make use of the marketing mix approach which consists of 4 aspects as explained
below (Baker, 2016).
Figure 2: Marketing Mix Elements
Source: [Martin, 2014]
Marketing Mix Elements Differences in the International Context
Product It is difficult to determine the demand of the
product at the global level due to demographic
changes and varying demands of the customers,
whereas at the local level the demand of product
can be easily determined because people have a
similar taste for a product (Leonidou, et al.
2013).
Price If Kirsty expands its business internationally then
there are many factors that need for be
considered for setting the price of the product,
for example, the disposable income of
19

customers, the economic condition of the region,
taxation and legal factors (Leonidou, et al. 2013).
Place If Kirsty markets internationally then products
will not directly move from wholesaler to retailer
instead the products will pass through a third
party vendor and then reach to the consumers
(Leonidou, et al. 2013).
Promotion At global level promotional activities play a
crucial role in creating brand awareness,
moreover, promotional activities may include
advertisement, campaigns etc., for creating
awareness about the company's products and
services.
20

M3 EVALUATION OF THE CIRCUMSTANCES WHERE KIRSTY MUST ADOPT A
GLOBAL OR LOCAL APPROACH AND ALSO HIGHLIGHT THE IMPLICATIONS
ADOPTING A GLOBAL OR LOCAL APPROACH
There are many advantages for Kirsty in adopting a global approach to business expansion. The
biggest advantage of going global is the fact that company increases its sales volume and annual
turnover (Vigneau, et al. 2015). Moreover, Kirsty can attain larger customer base in the
business, whereas in local approach customers and the profit margin is limited and there is a
little scope for expansion. When a company expands globally then it can export its products in
bulk quantity thereby gaining huge profit in the business. Adopting global approach will allow
Kirsty to have an extensive reach to buyers from around the globe. Small and big companies
require product and services to get established and global marketing established the business of
all sizes.
IMPLICATIONS
There are positive and negat9ives sides of adopting a global approach to business expansion for
Kirsty. The basic advantage is the increased customer base and profit margin (Vigneau, et al.
2015). But in order to establish a company at global scale, there are many factors that need to
be considered for example selecting an appropriate market, identifying the potential customers
and adopting the relevant promotional strategies for marketing. Moreover, it requires huge cost
investments for going global as a company has to invest a lot in marketing and promotional
activities.
21

M4 ARTICULATION OF THE WAY TO ADOPT MARKETING MIX FOR KIRSTY IN
VARIOUS INTERNATIONAL CONTEXT
It is essential for Kirsty to adopt the marketing mix strategy for its products in order to expand
its business at international level. The marketing mix strategy consists of 4 components that are
a product, price, place and promotion (Srinivasan, et al. 2010). It is designed to meet the
marketing objectives for the customers.
The marketing mix strategies provide a valuable guide for resource allocation for example how
to effectively allocate the human and financial resources for handling business in overseas
market. For example, the marketing team has the responsibility to identify the potential
suppliers in the market and also analyze the potential customers which require financial
resources for travelling etc. (Srinivasan, et al. 2010). Kirsty can adopt the marketing mix strategy
for the product by offering products that meet the demand of the customers or can develop
new products as per the varying demand of the customers in the new market.
For promotion, Kirsty can make use of promotional campaigns and advertisements for
marketing its products to the potential customers. Pricing strategy can be implemented as
incremental pricing strategy in which initially products are sold at a cheaper rate and then if
consumption increases the price of products is gradually increased. A company can use various
distribution strategy for its products like distributing through agents, the third part, retailers,
and franchisers or directly to the customers (Srinivasan, et al. 2010).
22

LO4
P7 EXPLAINING AND ANALYSING DIFFERENT APPROACHES FOR INTERNATIONAL
MARKETING WHICH KIRSTY CAN APPROVE OF
In order to sustain in a new market, it is essential for Kirsty's Organization to work upon various
plans and strategies. The management team of Kirsty must take decisions as to what marketing
approaches company should use so that it gains larger customer base in the business. There are
basically two types of marketing approaches one is centralized and the other is decentralized.
Centralized Marketing Approach
In the centralized approach, the marketing team of Kirsty can make the most of marketing
decisions and adopt various ways of executing the marketing plans (Felix, et al. 2017). In this
approach, a centre will be the main hub that will control all the other units of the company. This
approach will ensure that Kirsty has control over its marketing team, this approach ensures
strong communication and direct interaction with the market. The centralized approach is not
that suitable as it creates an increased burden on the main centralized hub. It becomes difficult
to manage the operations of the company from one single channel.
Decentralized Marketing Approach
The marketing decisions in this approach are pushed out in the fields. Kirsty will have a small
team of independent distributors. This approach mainly focuses on supporting and motivating
local marketing staff and representatives (Challagalla, et al. 2014). It is highly recommended for
Kirsty to adopt the decentralized approach as a company wants to expand globally. Adopting
this approach will give Kirsty some control over the business activities as a company as different
units operating in various parts of the world.
23

P8 COMPARISON OF HOME AND INTERNATIONAL ORIENTATION AND METHODS
TO ASSESS COMPETITORS DEMONSTRATING THE IMPLICATIONS OF EACH OF THE
APPROACH
When a firm expands a business in the international market it acquires a type of orientation
that differs locally and globally.
Type of Orientation Description
Ethnocentric It is a home-based orientation in which a
company has a limited scope of business
expansion as there is no investment needed
for international operations and the prime
focus is on the local market (Miocevic and
Crnjak, 2012).
Polycentric It is a global method in which Kirsty can make
use of same products and marketing strategies
as it does in the home country. In this form of
orientation, a company can make changes in
products as per the needs and demands of the
consumers in the new market in which
company wishes to expand its business
(Miocevic and Crnjak, 2012).
Regiocentric Kirsty can use this approach by analyzing the
similarities between two different markets
and then form strategies for product
development and marketing strategies. For
example, there can be some similarities
between culture and political similarities
between two nations or regions (Miocevic and
Crnjak, 2012).
Geocentric Kirsty can make use of this orientation
24

approach by considering the whole world as a
single market. This approach is suitable as
there are many customers across several
markets having same taste and demands for
products (Miocevic and Crnjak, 2012). The
company should identify those potential
markets and customers thereby providing its
services.
25

M5 EVALUATION OF DIFFERENT APPROACHES OF MARKETING AND ANALYSIS OF
THE COMPETITOR IN RELATION TO THE FIRM AND SUGGESTING
RECOMMENDATIONS ON HOW TO CONDUCT THEIR OPERATIONS IN
INTERNATIONAL MARKET
It is recommended for Kirsty to use the Decentralized approach of marketing and operating
business. The main advantage of this approach is the fact that each division of the company can
take its own decisions but still, the decisions need to be approved by the higher management of
the company (Jones, 2010). This approach reduces the time and improved the efficiency of
business operations as all units work independently. Using this approach Kirsty can also split its
production processes in various different locations across the globe.
The company can spread its managers across the globe for operating several units or
departments. As customers taste vary from place to place a decentralized unit can cater to fulfil
the needs of the market across demographics (Jones, 2010). This approach also brings
innovation in business as people from several demographics work in coordination. Employees
are more empowered as they have the liberty to make their own decisions in the decentralized
approach. Moreover, this approach takes off the extra burden on the business owners.
26

CONCLUSION
The above discussion clearly concludes that it is essentially important for Kirsty to make use of
marketing mix strategies for expanding its business at a global level. The company should first
identify a suitable market by considering political, economic and social factors of the country
before expanding the business at a global level. Marketing is essential for any business in order
to survive in the business and it is essential that Kirsty adopts the decentralized marketing
approach for expanding the business. The company can make use of marketing mix strategies of
product, price, place and promotion in an effective manner by gathering knowledge of the
current trends prevailing at the global level.
27

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