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

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.