International Marketing: Scope, Rationale, Routes, Criteria, and Strategies

International
Marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
P1. Analysis of scope addition to key concept of international marketing..................................1
P2. Explanation of rationale for the company to want to market internationally as well as
description of diverse routes to market. Evaluation of opportunities and challenges which
marketing internationally provide to the company......................................................................2
P3. Evaluation as well as application of key criteria along with selection process that are to be
used while considering the international market to enter............................................................4
P4. Explanation of different market entry strategies to target international market....................5
P5. Overview of key arguments in local vs global debate along with evaluation of context and
circumstances wherein organisation should adopt global or local approach. .............................7
P6. Investigation about ways of product, pricing, promotional along with distribution approach
differs in variety of international contexts...................................................................................8
P7. Explanation and analyses of various international marketing approaches entities can adopt.
....................................................................................................................................................10
Covered in PPT..........................................................................................................................10
P8. Comparison among home and international orientation as well as ways to assess
competitors by outlining implications of each approach...........................................................10
Covered in PPT..........................................................................................................................10
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
International marketing is defined as applying marketing principles with purpose to
satisfy varied choices and requirements of distinct people that resides across borders of particular
country. It includes recognising that people across world have distinct needs (Ahi and et.al.,
2017). To understand concept of international marketing, Gillette Company is selected. It is a
brand that promotes and sells safety razors as well as other personal care commodities that
includes various shaving supplies. It was established by King Gillette as safety razor
manufacturer in Massachusetts. United States. The report highlights information about concept
and scope of international marketing, routes to market, criteria and procedure of selection to
enter in international market, different market entry strategies. Further, it includes arguments for
local and global debate, ways approaches of elements of marketing mix differs in international
contexts.
MAIN BODY
P1. Analysis of scope addition to key concept of international marketing.
International marketing is defined as performing activities of marketing at global scale
for gaining commercial benefits. In other words, practices related to marketing that are
performed by enterprise on international level refers to international marketing.
Some of the international marketing features are as follows:
 It involves two or more set of variables that are uncontrollable.
 There is tough competition in international marketing.
 It depends on factors and conditions which are risky and challenging.
Gillette Company is a brand that performs operations from United States. The company
has wide market shares and presence in almost all parts of world. But, at same time, it lacks
official presence in one of country that is Cyprus. The managers are planning to expand its
presence and operations in this country.
Key concept of International Marketing
It refers to the application of marketing in such a manner which satisfies the needs,
demands and wants of customers across the globe (Amankwah-Amoah, Boso and Debrah,
2018). The ways through which a company like Gillette can take its products and services to a
global level includes Global Web, Licensing & Franchising , Joint Ventures, Direct Investment
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and Exports. The international market concept generally includes broader market, intense
competition, usage of international resources and commitment for satisfying local and foreign
demands. Each one of these methods has its utility for the organisation for expanding its business
to international horizons. Nowadays, it is essential for any enterprise to be global and have a
mass outreach if it has to sustain itself in an emerging market in an era of globalisation.
Scope of International Marketing
International Marketing is very important in a global arena as it has a wide outreach and
scope as the companies can go abroad using it. It can be in the form of imports which means
purchasing of goods from foreign, exports which means selling goods to other countries,
contractual agreements which means getting into a contract with international companies, joint
ventures that is coming together to create a strong brand, fully owned manufacturing in it
organisations can own a fully owned manufacturing plant internationally for the production of
goods and can hire local workers. By adopting the concept, Gillette company will enjoy wide
scope of international marketing that are as follows:
Establishing brand: International marketing has generally wide scope as it allows to
establish brand in other nation where no operations are performed by the entity.
Licensing arrangement: It is legal contract among two parties that are licensor and
licensee wherein licensor grants rights to the licensee for producing along with selling
commodities, using patented technology while going internationally.
P2. Explanation of rationale for the company to want to market internationally as well as
description of diverse routes to market. Evaluation of opportunities and challenges which
marketing internationally provide to the company.
In present era, it is important to promote existing business and gain huge market share for
the purpose to market internationally (Eteokleous, Leonidou and Katsikeas, 2016). Organisations
wants to market international so that they can generate huge revenue proportion and expand
operations in other nations too. Gillette is popular brand which offers varied personal care
commodities, safety razors and many more. Following are some rationale for chosen company to
market internationally:
 Diversifying income stream and generating huge revenues so to cope with new sales is
main rationale for Gillette to market internationally.
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