International Marketing: Scope, Concepts, and Strategies for Marshfield Bakery Limited

This report discusses the scope and concepts of international marketing and the strategies for Marshfield Bakery Limited to expand its operations at the global level. It also explores the challenges and key criteria for entering the international market. The report covers the direct and indirect methods for international marketing, evaluation of challenges faced by the company, and the selection process and key criteria for debuting in the international market.

International
marketing

Table of Contents
INTRODUCTION............................................................................................................................3
TASK...............................................................................................................................................3
MAIN BODY...................................................................................................................................3
Introduction regarding the chosen organisation and analyse over key concept and scope of
marketing internationally........................................................................................................3
The scope and key concepts which international marketing is imposing..............................4
Demonstration about the Routes for International Marketing................................................7
Evaluation over the challenges that company faces internationally.......................................8
The process of selection and key criteria, considered during debuting in international market
place .......................................................................................................................................8
Entry level strategies for international market along with the advantages and disadvantages9
Critical evaluation of the various strategies which should be adapted for marketing
internationally.......................................................................................................................12
Conclusion and Recommendation..................................................................................................13
REFERENCES...............................................................................................................................14

INTRODUCTION
An activity of marketing occurring across the international or global boundaries are
termed as international marketing. In order to fulfil the customer needs and requirements,
international marketing works with the objective of exchanging goods and services across the
international borders. Analysing about foreign countries along with the identification related to
target market are considered under international market. Social and cultural exchanges between
different countries are facilitated by the international marketing. Cultural integration is attained
through conducting business at international level with the help of international business goods
current fashion and trends followed from one country to another. In this report the Marshfield
bakery limited is the chosen organisation, which is related to productivity range of bakery items
such as biscuits, rusks, cakes and pastry and various other stuffs. This report is going to include
about the scope and concepts of international marketing and rational why marketing on
international level are chosen by the organisation. Along with the selection process and key
criteria for enter the market globally. Moreover, advantages and disadvantages of international
marketing.
TASK
MAIN BODY
Introduction regarding the chosen organisation and analyse over key concept and scope of
marketing internationally
Marshfield Bakery Limited: It is established in the year 1984, and it is established by
Lynne and Paul White. Various range of bakery products are manufactured here like breads,
biscuits, pancakes, fruitcakes,pastry and several more stuffs. Marshfield bakery limited is settled
in Dyrham, Wiltshire, UK and it gives employment to 70 employees. They are working good at
their private label as well as in their company branding. It is a successful industry acknowledged
within the United Kingdom. Now this organization is working out on new product development
as well as expansion program with generating new opportunity in the market place as their
objective.
International market: A system which includes selling of goods and services outside the
national border are termed as International Market. A market which is settled outside the national

boundaries are termed as international market (Narteh and Acheampong, 2018.). In present
Time, organisation are planning to expands their operations at international level that encourage
them to maintain their international reach and enhances the customer base and profitability (Jin,
Chung, Yang and Jeong, 2018). International Working company have work place in a particular
country to manage the procedural operations. In context to Marshfield Bakery Limited, the
company is planning to target the African market place with the aim of gaining more customer,
enhancement of their sale range and increasing the overall revenue.
The scope and key concepts which international marketing is imposing
Scope:
The process of arranging, analysing, imposing as well as advancing the organizational
goods and services at international level, which helps the businesses to reach their marked goal
and objectives in productive manner is termed as International Marketing. Different scope of
international marketing are discussed below:
 Exports: To reach the opportunity of attaining higher sales and consumers , businesses
has to export its finished products in global market place which is facilitated by
international marketing. When business conducts its operation at international market
then overall revenue of an organization is enhanced (Gupta, Pansari and Kumar, 2018).
By incorporating the theory of international marketing, Marshfield Bakery Limited can
generate the prerequisite of bakery products in global market.
 Imports: International marketing gets facilitated by importing goods and services from
outer countries as well. When demand of imported good and services are high,
Marshfield Bakery Limited can serves as mediator for selling the imported products. This
will enhance the customer base also. After some time, when the market became habitual
of the imported products they can start selling the product under their own brand name.
 Fully owned manufacturing: Through international marketing, organization which are
interested in empowering its operations at international level can develop their owned
manufacturing within international border. So, Marshfield Bakery Limited can expands
its productivity and reach their objective with efficiency and effectively through
marketing on international level (.Boso, Adeleye, Ibeh and Chizema, 2019). When they
start their own manufacturing unit they will generate employments as well and this will
result in more recognition of the company and enhance the number of customer as well.

 Joint venturing: It refers collaboration of two brands with the aim of entering into a
potential market. With reference to value and time period, the capitals, profits and loss
are decided initially. As a new entrants, it is hard to enter into international market. Joint
venture is ideal option to cross these barrier (Buccieri, Javalgi and Gross, 2021). A local
association will be more beneficial due to the reason of domestic understanding of market
place dynamics. In context to Marshfield Bakery Limited, joint venturing will help in
entering in African market place.
Key concepts:
There are numerous factor which helps in activities to accomplish in proper manner
through international marketing. some of the concepts are mentioned below:
 International trade: It is related to exchange of organisational products and services at
different business platform which are situated outside the country. International trade is
directly related to international marketing, through which it helps to enhance sales and
profitability ratio of business (Palazzo and Ferri, 2020). In context to Marshfield Bakery
Limited, when they expand their business they have better exposure to opportunities of
foreign exchange, enhance company's reputation and acknowledge the diversifying
markets for the company.
 Comparative marketing: Organisation gets associated for determining the similarities
which is based over comparable market in this particular system of marketing. It is
accounted as most important factor that assist the business to examine the marketplace as
well as deals that favours organization to attain greater market value.
 Time consuming and extended: International Marketing is long and time consuming.
Due to various restriction across the countries, payment issue due to different currencies
and long procedural formalities. The company should adhere with the laws of own
country and international council.
 Long Term planning: Environment of international marketing is very unpredictable due
to several political, social and economical reasons, which varying continuously. So the
organization must plan with the long term vision in order to get adjust and the adapt the
circumstances accordingly.
 Dominance of developed countries MNCs: there is high dominance of multinational
trade which are operating from developed countries with good amount of physical and

capital resources. So the entry level company should plan their functions according to
this.
 Trade Barriers: International Barrier is liable to be subjected to Trade Barrier. For the
free movement of goods among the various countries of the world there are some
artificial restriction called as Trade barrier (Gupta and et.al., 2019). Tariff and Non-tariff
are the two type of these barrier. Taxes and custom duties belong to tariff barrier and
licenses and quotas belongs to non- tariff barrier.
 Advanced Technology: As discussed above, global market is very competitive and
dynamic and are under dominance of developed countries. This all are due to
advancement in technology for production and marketing of goods.
 Foreign exchange Regulations: for the collection and payment of foreign countries,
there is a respective set of rules and each country have different rates for conversion of
currencies.
 International Organization: trade over international border is liable to be subjected to
the rules legislated by the international bodies such as World Trade Organisation ( WTO)
and the United Nations Conference on Trade and Development (UNCTAD). For
promoting the world trade and helping the undeveloped countries to enhance their export
potency.
 Sensitivity: due to political and socio-economic factors, the product may unexpectedly
become anonymous or heavy fall in market share quickly. The international sale is
affected due to change in technology and entry of new competitor.
There are number of reason for the Marshfield Bakery Limited to adopt the idea of
expanding its operations or proceeding at international level. Respective organization or
businesses wants to attract number of opportunities in market and enhance their overall
profitability, sales as well as bankroll of organization. Recruitment of efficient and skilled
employee in organization and enhanced profitability ratio of an organization, both are facilitated
when business operation are conducted at international level (Sadeghi, Nkongolo-Bakenda,
Anderson and Dana, 2019). All this factor motivates the Marshfield Bakery Limited to expand
their business operation at international level. For opening the Bakery shops in international
market place, the most important aspects for an organization is developing its higher growth and
developmental opportunities in international market place. In context to Marshfield Bakery

Limited, which is planning to grow in African market, has to critically analyse the competition
which are already present their, plan their productivity with a long term vision and have
knowledge about advancement in technology along with the Foreign exchange regulation. The
company should also take a deep consideration about the tariff barrier and sensitivity factor of
the contemporary market place.
Demonstration about the Routes for International Marketing
There are varieties of methods and ways or route, which are available for the business
through which the businesses can debut in the international market place. Organization can chose
the most effective methods according to their convenience for entering the market
internationally. The methods are listed below:
 Direct Methods: the direct way for entering in the international market is described as
the string of procedure through which the business venture can directly contact with the
person established in the international market place and cast about them to purchase
organizational goods and services. This method remove the middleman between business
and global market. It enhance the profit, increase the profit and help in developing a
better connection with customer directly (Chikweche, 2021). However this method leads
to increased workload and limit the knowledge regarding market. Marshfield Bakery
Limited uses these various strings of procedure like representative arranging, direct
selling, distribution of mail order catalogues with the aim of direct contacting with the
customers, generating a positive image of brand as well as engaging loyal customers for
longer duration by providing good quality of goods and services.
 Indirect Methods: the indirect way for entering in the international market is referred as
dealing with a contract which includes third party who takes liability of inducing
customer behaviour towards business goods and services. This method require a
intermediary for handling all the logistical things. Less capital is required and various
operations can be operated from home country as well (Roy and Gretzel, 2022). It is one
of the easy way to enter in the market and it increases the coverage of market and
financial risk is decreased as well. However this method lowers the profit margin and
there will be lack of control with no contacts to customers.

Marshfield Bakery Limited opted the direct methods to start their marketing at
international level, such as business expenses are reduced and higher market share are achieved
due to direct exporting which enable them to sell its products and services in global market place.
Evaluation over the challenges that company faces internationally
The leading challenges which the company are facing is the slower growth rate in developed
market place and second challenge are falling growth rates in materializing market. All global
growing company should take a look beyond the developed market and needs to focus their
efforts in emerging the markets. Next factor is Demographics as developed markets are aged and
emerging business have younger population thus making the emerging business important and
need to be focused (Allman, Hewett, and Kaur, 2019). The last important challenge is the
communication as company needs customer from all parts of the globe so need to focus on
efforts for effective communication.
The process of selection and key criteria, considered during debuting in international market
place
In order to Enlarge their firm or business activities at international level business have
number of options available. After analysing the markets, organization can consider the selection
process and key criteria before opting for a suitable market to expand business activities. The
selection process and criteria are mentioned below:
 the nature of competition in international market place is always been considered by the
organization. The analysis over competitive firm in same field should be done by
Marshfield Bakery Limited and then action should be taken accordingly.
 The environmental related factor and market factor such as GDP growth of country,
Political factor and country risk and some other factors needs to be analysed by
Marshfield Bakery Limited.
 The current and hypothetical demand of the country of the country should be analysed in
order to expand the various operations.
These specific process should be implemented by the Marshfield Bakery Limited for selection:
 First of all, the country should be identified by the Marshfield Bakery Limited company
in order to expand according to the opportunities for its growth and development. For
enhancement in business country demands and needs are well organized by the
organization.

 When the consideration over the country is done, the best time for entering in the market
should be identified by the organization so that it generate maximum profit.
 In the next stage, Scale of entry is decided by the organization which includes decision
making regarding the cost and resources required. For attracting the customers,
Marshfield Bakery Limited is planning to deliver quality goods and services.
 In the last stage, The entry model should be decided such as licensing, franchising,
exporting and other through operations are operated effectively and at efficient manner.
In order to expand the business at international level, number of challenges as well as
opportunities are faced by the organization, some of them are mentioned below:
 Foreign Laws and Regulations
 Importing and exporting
 International business structure
 Attaining higher Market share and customer base
Entry level strategies for international market along with the advantages and disadvantages
Market entry strategies: the planned distribution and methods for the delivery of goods
and services in new target market is described as Market entry strategies. Entry in a systematic
manner in international market place and expansion of business operations in order to achieve the
defined objectives and goals with full efficiency are the help which will get through strategies
(Pegan, Vianelli and de Luca, 2020.).
There are number of marketing strategies which are utilized by the Organization which
enable them to operate their operations at global market place with efficiency and effective.
While working with this expansion strategy, the defined goals and objectives which are related
for the improvement in share of market, and profitability and increased sales in proper manner
are easily attained by the businesses.
Several strategies of marketing along with the advantages and disadvantages are
discussed below:
Direct export: It refers to the direct selling of organizational goods and services at global
market place. When an organization fixes their sales program then they reach to the agents or
distributor with the aim of representing organization in global market place. These agents and

distributor work nearly with firm and shows their interest as well and work as face of
organisation in specific market place (İpek, 2019).
Advantage:
 very low financial risk exist in direct marketing, due to the reason that organization sets
low entry cost as they have to establish their factories and business in international
market place.
 Entry cost is almost zero.
 Personal contents can be maintained with the customers and acquire personalised
approach of marketing for each customer while using this strategies.
Disadvantages:
 reach to the wider audience is difficult to maintain in direct selling.
 While using this strategies, whole businesses reliable on international agents.
Licensing: It refers to the agreement or settlement through which licensee gets the right
to utilize the intellectual properties such as patents, copyrights and some other properties by the
Licensor. It can be associated with the licensor in order to get permit for manufacturing and
selling of its goods in specific market area. In this route of entry, the original owner gets a
royalty fee for letting use the license by the organization.
Advantages:
 by using licensing, the business can easily enters in foreign market. It acts as rapid entry
strategy which allow the access to the market instantly.
 There is a low risk in context to assets and invested capitals. Licensing gives a clear
solution to most of the legal obstacles like Localization, which is complex legal issue.
Disadvantages:
 the major drawback of licensing is that the owner loss the overall control.
 There will always be a inherent risk as there is always a dependency on international
partner which forms some times obstacles in the success of organization.
Franchise: It is type of Licensing, as franchisee give grant to the objective of using the
franchisor's proprietary business process, trademark, knowledge as well as allowance to sell the
goods and services under the name franchisor’s business name. For repetitive business model,
Franchising works goods as it can be transferred into another market easily (Boehe and Becerra,
2022).

Advantages:
 By using this mode of entry in market place there is a rapid expansion internationally.
 For entering in international market, entry cost is very low.
Disadvantages:
 Cost are very high for initial franchisee as well as for generating profit it can take two or
more than two year.
 There will be a restriction of growth in some area,due to the reason of agreement over
Franchisee business.
Partnership: this way includes a strategic federations with the local partner to get entry
into the new market. It includes a contract or agreement between two or more companies which
will cooperate in a specific way for a certain time to achieve a common goal. In order to analyse
the federation approach towards the company, the first thing to be analysed is the value that the
partner could bring to the company in observable and non-observable aspects.
Advantages:
 Gain of knowledge regarding local market place.
 Considered as insider when recruit the locals.
 Have maximum control.
Disadvantages:
 due to unknown partnership, there will be high risk
 slower entry due to time invested in setup.
Acquisition: In this Mode of entry, company take control over another company by
buying its stocks, or by exchanging their stocks or in case of private firm paying the particular
charge for purchasing. The method is more fascinating because company gets the quick and well
settled access to the new market place. However this route is quite expensive. The laws in the
particular country is considered before the decision of perusing Acquisition.
Advantages:
 critical service gaps can be easily filled.
 Creates leverage opportunity
 evolve business models
 time saver
 reduce training

 reduces the barrier for entry
Disadvantages:
 conflicts between the involved culture
 negligence of the internal team and cause distraction.
 Create confusion in market place
 create financial fall out
 when not went according to plan, then it leads to rapid increase in the costs.
Marshfield Bakery Limited uses this Direct exporting for the expansion of their operation
in African market. It helps the business by directly selling their goods and services outside the
home country and there will be low risk and low cost to enter in the market internationally.
Conclusion and Recommendation
As per the above report, It is concluded that the tricks and method which are used by the
organization to promote or market their goods and services in outside the residing countries is
termed a International Marketing. Licensing, importing, franchising, exporting and online sales
are some of forms available. Now these days, by expanding business operational in global area,
enables the business to gain more customer number and higher market revenue. It is
recommended to organisation like Marshfield Bakery Limited to expand their business good and
services in global range due to the reason that it facilitate the business by gaining larger market
share, enhances profit and sales, attracts new talents which enables the business to embrace their
defined aims and goals with efficiently and effectively. As there are number of market strategies
available in business market enabling them to expand operation at global level.

REFERENCES
Books and Journals
Allman, H.F., Hewett, K. and Kaur, M., 2019. Understanding cultural differences in consumers’
reactions to foreign-market brand extensions: The role of thinking styles. Journal of
International Marketing, 27(2), pp.1-21.
Boehe, D.M. and Becerra, M., 2022. Market entry into new export markets: When are firms
more likely to imitate their competitors’ market presence?. International Business
Review, p.102012.
Boso, N., Adeleye, I., Ibeh, K. and Chizema, A., 2019. The internationalization of African firms:
Opportunities, challenges, and risks. Thunderbird International Business Review, 61(1),
pp.5-12.
Buccieri, D., Javalgi, R.R.G. and Gross, A., 2021. Innovation and differentiation of emerging
market international new ventures the role of entrepreneurial marketing. Journal of
Strategic Marketing, pp.1-29.
Chikweche, T., 2021. Unbranded: The Challenges of Branding for Africa’s Informal Economy.
In Marketing Brands in Africa (pp. 203-236). Palgrave Macmillan, Cham.
Gupta, S and et.al., 2019. Circular economy and big data analytics: A stakeholder perspective.
Technological Forecasting and Social Change, 144, pp.466-474.
Gupta, S., Pansari, A. and Kumar, V., 2018. Global customer engagement. Journal of
International Marketing, 26(1), pp.4-29.
Hoque and et.al., 2022. Constituents of dynamic marketing capability: Strategic fit and
heterogeneity in export performance. Journal of Business Research, 144, pp.1007-1023.
İpek, İ., 2019. Organizational learning in exporting: A bibliometric analysis and critical review
of the empirical research. International Business Review, 28(3), pp.544-559.
Jin, B., Chung, J.E., Yang, H. and Jeong, S.W., 2018. Entry market choices and post-entry
growth patterns among born globals in consumer goods sectors. International Marketing
Review.
Khalid, S., 2019. Explorative and exploitative strategies and export performance: the moderating
effects of entrepreneurial orientation. Journal of Research in Marketing and
Entrepreneurship.
Mostafiz, M.I., Sambasivan, M. and Goh, S.K., 2022. Foreign market knowledge, international
opportunity recognition, and the performance of export‐manufacturing firms. Strategic
Change, 31(1), pp.179-191.
Narteh, B. and Acheampong, G., 2018. Foreign participation and internationalization intensity of
African enterprises. International Marketing Review.
Palazzo, M. and Ferri, M.A., 2020. Business Areas That Can Benefit of Dual Marketing
Practices: Presentation of Case Studies. In Beyond Multi-channel Marketing (pp. 209-
224). Emerald Publishing Limited.
Pegan, G., Vianelli, D. and de Luca, P., 2020. The Role of Country of Origin in Foreign
Retailers’ Strategies. In International Marketing Strategy (pp. 119-148). Springer,
Cham.
Roy, N. and Gretzel, U., 2022. Feeling opulent: adding an affective dimension to symbolic
consumption of themes. Tourism Geographies, 24(2-3), pp.346-368.

Sadeghi, V.J., Nkongolo-Bakenda, J.M., Anderson, R.B. and Dana, L.P., 2019. An institution-
based view of international entrepreneurship: A comparison of context-based and
universal determinants in developing and economically advanced countries.
International Business Review, 28(6), p.101588.