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

This article discusses the scope and key concepts of international marketing, the rationale for marketing internationally, and the various routes to market for Marshfield Bakery Limited. It evaluates key criteria and selection processes for entering international markets, and explores different market entry strategies with advantages and disadvantages. It also provides an overview of the global versus local debate and its key arguments.

International
Marketing

Table of Contents
P1 Analyse the scope and key concepts of international marketing......................................3
P2 Explain the rationale for it to want to market internationally and describe the various
routes to market the organisation can.....................................................................................4
TASK 2............................................................................................................................................5
P3 Evaluate the key criteria and selection process to use when considering which international
market to enter........................................................................................................................5
P4 Explain, using examples, the different market entry strategies, including the advantages
and disadvantages of each......................................................................................................6
TASK 3............................................................................................................................................8
P5 Present an overview of the key arguments in the global versus local debate...................8
P6 Investigate how the product, price, pricing and promotional distribution approach differs in
a variety of international contexts .........................................................................................9
TASK 4..........................................................................................................................................10
P7 Explain and analyse the various international marketing approaches your client
organisation can adopt..........................................................................................................10
P8 Compare home and international orientation and ways to assess competitors, outlining the
implications of each approach..............................................................................................11
CONCLUSION..............................................................................................................................12
REFRENCES ................................................................................................................................13
REFERENCES..............................................................................................................................14

P1 Analyse the scope and key concepts of international marketing
Marshfield Bakery Limited has been shaped withinside the yr 1984 through Lynne and
Paul White. The company has been production award prevailing that has made fruitcakes,
seasonal goods, cakes, breaks and numerous different objects. This company has its installation
in Dyrham, Wiltshire, UK and has been running throughout Europe. In relation to this it's been
acting inside that has been identified in terms of objects and offerings that has been supplied to
clients (About Marshfield Bakery Limited, 2019). Also rolling of latest merchandise
improvement applications which makes introduction over possibilities mentioned inside new
market this is UAE.
 Scope: International advertising is primarily based totally over planning, examining,
enforcing and selling of products and offerings of companies at global stage which leads
closer to undertaking of desires and targets thru desires of character that residing inside
distinctive elements of global(Donthu and et. al., 2021). Through global advertising
evaluation is feasible over numerous varieties of matters extra effectively. This form of
advertising is primarily based totally over international advertising. In gift global the idea
holds big scope that has been improving attention associated with globalization inside
global of business. There are a few global advertising attitude that has been defined as
follows:
 Exports: As according to this companies export over completed product over
international marketplace over franchise making improvement feasible over promoting of
products inside neighborhood marketplace for generating better sales. The sales that
received thru exports that has been making imports bills completed masking fee
associated over improving income enhancement making traits of products feasible.
 Fully owned production:Business that has been owning over vital hobby inside global
marketplace that makes improvement completely which owns centers inside respective
country. The elements like change barriers, fee variations and others motivates entities
hooked up over product which makes usual manage with excellent and production
advanced extra effectively. Key principles:
There are numerous key principles which can be associated with international advertising. It has
been mentioned as follows:

 International change: This is primarily based totally over product and offerings that has
been flowing inside country. The principal attitude relates over attaining understanding
influences with industrial and monetary scenario over making useful resource switch with
stability of fee and country.
 Comparative advertising: on the time whilst numerous gadget of advertising are
analysed collaboratively for figuring out the variations in addition to similarities amongst
them is taken into consideration as comparative advertising.
P2 Explain the rationale for it to want to market internationally and describe the various routes to
market the organisation can
In this contemporary instances businesses has been searching over exceptional
possibilities that leads upon making growth viable at worldwide degree which makes benefits
accomplished with profitability, income and numerous different things(Donthu and et. al., 2021).
In relation to Marshfield Bakery Limited exceptional enterprise operations has been done on
worldwide degree that makes rational improvement viable and has been mentioned as follows:
 Hiring new expertise: Through overall performance inside corporation this is capable of
lease new expertise at paintings place which makes operations accomplished over
enterprise practices in powerful way. In relation to Marshfield Bakery Limited, they're
making plans to carry out inside worldwide degree which makes possibilities evolved for
hiring personnel with respective regions done through them. Also moving of personnel
respective place of appearing which makes switch of group of workers viable as
according to desires of personnel.
 Maximising profitability margins: This is principal element that is primarily based
totally over making corporation forwards possibilities. This is so because it makes
excessive profitability accomplished through growing variety of users. In context of
Marshfield Bakery Limited they makes operations over running with worldwide
marketplace which has massive base of purchasers with respective location.
Further ,there are numerous motives inside which corporation like Marshfield Bakery
Limited which makes worldwide possibilities created. This is critical for am enterprise to
expand robust structure. There are numerous advertising and marketing views that leads
over growing globalisation which has been mentioned as follows: Direct route: These are
primarily based totally upon the ones channels which has been at once impacting

enterprise touch over people inside worldwide market for perusing over shopping for
items this is bought through enterprise. Marshfield Bakery Limited holds cappotential
over the usage of channels like les, representative, arranging, dispensing mail order
catalogues over direct contacting with purchasers assisting in growing nice picture and
maintaining then with lengthy period through facilitating over excessive great of breads.
Indirect routes: These are primarily based totally over channels inside which companies
required for getting into in agreement with 1 in addition to making duty evolved over
behaviour of purchasers to them (Indirect Routes to Market, 2016). Marshfield Bakery
Limited opts for channels like OEM companions, Channels companions. So, It has been
marked out that Marshfield Bakery Limited calls for to undertake over channel
companions that is routed inside marketplace over new locations or country. This is
primarily based totally over staff that own effectiveness with regards to information with
increase strategies that has been growing inside respective industry. Further, they makes
recommendations accomplished over facilitating equipments and supplying side to
bakery with opposition specifically sector.
TASK 2
P3 Evaluate the key criteria and selection process to use when considering which international
market to enter
Market choice is critical strategies for Marshfield Bakery Limited as it's miles
compulsory for this corporations to attain fulfilment into worldwide marketplace are(Heidari,
Valipour and Bakhtiyari, 2021). The choice strategies steps are mentioned below:
 International advertising and marketing objective: The marketplace is selected as
according to the goals which entities is striving for increasing into global marketplace
vicinity. It is done for assuring that ethical, cultural, prison in addition to nearby fee of
united states are very a lot profaned through the goods of bakery which might be served
through Marshfield Bakery Limited.
 Parameters for choice: The numerous parameters that needs to be taken into
consideration through Marshfield Bakery Limited on the time of stepping into worldwide
marketplace are availability of uncooked substances and infrastructure, marketplace
conditions, authorities guidelines and others.

 Preliminary screening: The marketplace that doesn't own capability for serving
worthwhile locations for company are obviated after task a few elements like reasonable
structure, clients attitudes, according to capita profits and others.
 Analysis and choice: The decided on marketplaces are thereafter assessed after acting
the feasibility in addition to price advantage analysis(Javalgi and Russell, 2018). The
powerful marketplace vicinity is then selected to carry out the enterprise of Marshfield
Bakery Limited and make breads, desserts and so forth of this bakery to be had for
humans into worldwide marketplace vicinity.
 Test advertising and marketing: In this, company promote the products into unique
geographical vicinity phase for gaining an perception into clients attitudes in addition to
reaction to merchandise formulated through Marshfield Bakery Limited.
 Commercial manufacturing: Once the results of take a look at advertising and
marketing are diagnosed as a high-quality then enterprise carry out the mass
manufacturing into selected worldwide marketplace (Process to choose International
marketplace, 2018).
Key Criteria
The standards for deciding on worldwide geographical marketplace location are
mentioned below:
 Nature of competition: The marketplace locations which is selected even as thinking
about threats of competition inside worldwide marketplace vicinity in addition to the
fulfilment sample of precise zone in which business enterprise performs .
 Infrastructure facilities: The market is selected as according to the correct infrastructure
availability for assuring that Marshfield Bakery Limited bakery merchandise are
synthetic can be done in easy way.
P4 Explain, using examples, the different market entry strategies, including the advantages and
disadvantages of each
There are different ways within which an organization has been obtaining within global
market place. This is based over strategies that has been adding business in effective way over
performing expansion regarding firm's practices. There are various kinds of marketing strategies
adopted through Marshfield Bakery Limited which has been discussed as follows:
Strategy Sub Types/ Advantage Disadvantage

Description
Export By international agent
 This makes that
financial risk is
moderate.
 Also cost of entry is
low.
 Agent are able to
over come over
problems with
complexities.
 This is low in terms
of profitability
regarding
transaction.
 This is based upon
developing global
experiences.
 Through this
immense reliability
relates with
international agent.
By international
distributor
 These requirements
is based upon
staffing which is
low.
 Cost of marketing
is very less.
 As per this cost over
transportation which
is high.
 Also in this there are
potential trade
barriers.
Licensing As per this rights of
sales is protected with
intellectual property
that makes utilization
over commercial
intentions within
international
marketplace.
 As per this cost of
entry is low.
 The risk over
finance is less
(Jiménez-Asenjo
and Filipescu,
2019).
 Disloyalty acts as
threat over licensing.
 Its income of also
less as its income.
 In international
market lack of
control over quality
maintenance is low.
Franchising As per this sales over
rights with domestic
franchisor over
performing various
 There are various
kinds of chances
which is important
for international
 In this needs over
controlling of cost
is done.

commercial practices
which is related to
global franchisee.
expansion.
 Entry cost is less.
 Sharing of
profitability with
domestic and
international
franchisor.
Recommendation:
This is based over international marketing which is based upon opportunities which
makes challenges over firms making undertaking over marketing consultant. Moreover, this
several routes that is available upon entities with global level with direct and indirect. In addition
to this recommendation with various organization that has to be adopted over licensing
marketing with entry strategy and includes less entry cost and financial risk that is not high with
its implications. It has lead upon creating sustainability within market for an organization making
business operations conducted on large scale.
TASK 3
P5 Present an overview of the key arguments in the global versus local debate
The differences within local and international marketing that has been discussed as
follows:
BASIS LOCAL MARKETING GLOBAL MARKETING
Scale of
operations
In this promotion, distribution and
sales over goods that cane be
performed with local level.
These are business operations that has
been undertaken and international
level.
Financial
resources
These are based upon needs with
more finance which make firms
perform within local
marketplace(Kozlenkova and et. al.,
2021).
This needs are based upon large
investment over deals within several
countries within marketplace.
Example Marshfield Bakery Limited that has
been performing within local market
The example of international
marketing is Airbnb. This introduces

and organizational strategies like
social media and other attracting
huge population.
over social media campaign which is
one less stranger that has been adding
firm over extended above 1.5 million
customers over book accommodation
all over world.
Key arguments
It has been observed that international marketing holds effectiveness over firms that has
been used for developing opportunities of business which is used for enhancing clients that
provides individual's requirement that is located within global marketplace making high quality
of products retain over longer duration. The effective infrastructure and communication quality
used for facilitating required to make benefits within an organization developed over enhancing
market share and obtain profit from it. This is based upon making retention with longer duration.
This is effective infrastructure which makes communication quality improved over longer
distance. In context, the local marketing that makes development possible which leads towards
making shortage of resources, infrastructure and technology upon performing manufacturing in a
way that they provided completive edge within an organization over foreign competitors. The
local marketing is based upon grabbing attention over huge individuals which is not available for
business in local country.
Further, persons believe that local marketing holds edge over international marketing by
developing which is much tough as wells as firms that is familiar with particular domestic
country and its market conditions(Mathur, 2019). Also, monetary resources needed for setting of
firm with name and position within home nation that is simple over moving within international
market. Thus sustainability is huge when an organization is effective in nature. In context of
international marketing its has been analysed that less effective consumers in relation to global
market which is hard to maintain. This makes presence upon huge rivals making opportunities
developed over soliciting entity's consumers making reduction within market share that
increases reduction within market share and goodwill accordingly.

P6 Investigate how the product, price, pricing and promotional distribution approach differs in a
variety of international contexts
The marketing approach like product, prices, promotion and distribution that has been
impacting firms upon moving domestic to global marketplace. Each countries has there own
perspectives which is based upon language, culture, tastes and others. In relation to making
expansion possible of business within UAE and another foreign marketplace with this marketing
potential of Marshfield Bakery Limited that has been distinguishing within domestic country that
is in United Kingdom.
Element Domestic market(UK) International Market(UAE)
Product The organization facilitating fresh
breads, cakes, pastry ad other
accomplishment over requirements
with individuals.
The Marshfield Bakery Limited that
has been adopting as per customer
languages, tastes, preferences within
new market area.
Price The pricing of bakery products
firm is higher which makes
development possible with loyal
consumer baseMilanesi, M.,
Gigliotti, M. and Runfola, A.,
2020).
Marshfield Bakery Limited use
penetration pricing in order to attract
customers attention within
international or global market.
Promotion In present perspective promotion is
able to make performance possible
with assistance over social media
like Twitter, Facebook and various
other sites.
Into global marketplace which makes
firms uses strategies like marketing
campaigns with social media that has
been influencing customers over
buying goods.
Distribution In this, Marshfield Bakery Limited
has been facilitating online
delivering which is based over
individual's interests which is
present within an organization's
In global market, respective bakery
which has been using methods like
retailers, channel partners and others.

product present over website.
TASK 4
P7 Explain and analyse the various international marketing approaches your client organisation
can adopt
There are various international marketing approach which has been used by Marshfield
Bakery Limited having various options for adopting effective culture for conducting business.
These conceptualisation has been discussed as follows:
 Global: This is based over international marketing approach that has been possessing
upon making expansion done within various countries which makes uniform develop
within culture that regulates over set of procedures facilitating over effecting with
international firms(Papa and et. al., 2021). The best example for such aspect is Starbucks
and others.
 Transactional: These firms are based over complexity within nature and performing
sustainable facilities which makes time to perform business within different countries.
They does not specifically prefer to an specific country with national home. The best
example for this is Nestle.
 Multinational: These are based over various international marketing approaches within
firm that leads over several countries that has been placing functions and performance in
various ways. The best example for this is McDonald's.
The above explained international marketing approaches Marshfield Bakery Limited
requires to approach expansion of business within global market. This is used over making
possession which makes expansion done over different countries through its uniform
organizational culture over regular procedures. These perspectives helps upon developing
various perspectives leading towards formation of structure making organization like Marshfield
Bakery Limited attain success within global market.

P8 Compare home and international orientation and ways to assess competitors, outlining the
implications of each approach.
Home orientation this is based over approach within which firm is required to be
focused upon making observation over similarities which is present upon developing goods and
services in effective way within domestic countries that makes success achieved within
marketplace(Rjoub, Iloka and Venugopal, 2022). Implication: This is based upon developing coordination within domestic and global
market for Marshfield Bakery Limited.
 Ways to assess rivals: It has been anticipated that competitor's power is effective which
causes damage to its brand value and shares of its entities.
Moreover, the orientation mus possess confidence over its goods and services facilitating
over organization which leads towards competitors threats to be lower.
International orientation: These are based upon developing approach which is based
upon certain concepts that is different and similarities which is present upon different markets
making expansion done all over the world. This approach is based upon increasing of basic
concepts that is differences and similarities that has been understood over strategies performing
within global market. Implication: This is based over orientation focused over facilitating Marshfield Bakery
Limited over competitive edge within market over assuring sustainable development
within market area.
 Ways to assess competitors: This approach which has been assuming rival threats which
is higher and possess ability over ruing firm position as well as goodwill in international
market area.
Recommendation:
From the above perspectives it can be recommended that Marshfield Bakery Limited
have been adopting pricing for grabbing over attention to its different customers within UAE
which is able to retain them over long time period in future(Vrontis and et. al., 2020). In context
of suggestions with respective organization over undertaking with marketing camping. In context
of product they are having concentration over product line expansion based upon considering
health conscious nature respective country people. Marshfield Bakery Limited should be adopted
with global approaches over expansion with business in global market.

CONCLUSION
From the above dialogue it is able to be concluded that global advertising covers wider
scope that makes global advertising greater powerful in nature. In this angle distinctive system of
advertising on international degree is covered. Global advertising offers many possibilities in
addition to demanding situations to companies that should be undertaken via advertising
consultant. Moreover, that is additionally visible that there are numerous routes that's to be had
to entities upon international degree like direct and indirect. Moreover, there are numerous
advertising access techniques which mat be tailored via entities are licensing, franchisee an d
others. In addition to this, it's also comprehended that there are numerous global advertising
tactics like transactional, multinational and others that can be beneficial to decorate client base in
addition to decorate gift profitability and revenues.

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