International Marketing: Scope, Strategies, and Challenges

INTERNATIONAL
MARKETING

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
LO 1.................................................................................................................................................1
P 1 Concept and scope of international marketing......................................................................1
P 2 Rationale of marketing internationally and different routes of marketing............................2
M 1 Challenges and opportunities of marketing internationally presents to Sainsbury..............3
LO 2.................................................................................................................................................3
P 3 Criteria and process of entering into international market....................................................3
P 4 Different types of market entry strategies.............................................................................4
M 2 Apply criteria of market evaluation and strategies for entry, with recommendations for
Sainsbury.....................................................................................................................................5
LO 3.................................................................................................................................................5
P 5 Overview of local versus global debate.................................................................................5
P 6 Ways in which price, product, promotional and pricing distribution approach differs.........6
M 3 Evaluation of circumstances and context in which Sainsbury should adopt local or global
approach.......................................................................................................................................7
M 4 Ways to adapt the marketing mix of Sainsbury...................................................................7
LO 4.................................................................................................................................................8
P 7 Various approaches of international marketing that can be adopted by the organization.....8
P 8 Comparison of international and home orientation and ways to assess competitors............8
M 5 Evaluation of competitor analysis and marketing approaches.............................................8
CONCLUSION................................................................................................................................9
REREFENCES..............................................................................................................................10

INTRODUCTION
Global marketing is a kind of an application of marketing which helps an organization to
satisfy their customers wants, desires and needs across national border. With the help of global
or international marketing organizations can undertake marketing activities in more than one
organization (Cateora and et. al., 2020). It helps an organization to meet their global objectives
and gain competitive advantage which further helps them in sustaining their business across
borders in an appropriate manner. there are various kinds of reasons that attract an organization
for taking their business at international level, such as: increased economies of scale, huge
market share, increasing opportunities to make huge profit and many more. Organization chosen
for this assignment is Sainsbury. Sainsbury is the largest supermarket chain present in the UK.
They have approximately 16 percent of supermarket share. Sainsbury was founded in 1869
whose headquarter is in London, UK. Area server by Sainsbury is only UK and have
approximately 1415 shops in UK. They have approximately 116,00 employees working for
them. They sell products such as food products, children’s products, home products and many
more.
LO 1
P 1 Concept and scope of international marketing
International marketing can be defined as performance of business activities that are
majorly designed to promote, price, plan as well as directing organization’s flow of their services
and goods to buyers or customers internationally for increasing revenue and profit (Hult and et.
al, 2018). In other words, it can also be defined as performance of business activities
internationally for fulfilling needs and wants of their customers present both nationally and
internationally by coordinating all kinds of marketing activities with constraints in global
environment.
International marketing today has earned a great scope. Today it is next to impossible to
sustain within international market without having an international plan. Scope of international
marketing have been explained below: Importing products or goods for manufacturing so that it
can be sold to potential customers. most of the organizations import products and sell it to their
potential customers but many of them develop their own manufacturing and production so that
those products can be sold to their target customers. Organizations export their final goods or
products in international market for selling to generate huge revenue. Revenue generated from
1

exporting products to international market can help them in covering cost of manufacturing and
production as well as also helps them in increasing profit. This exporting and importing products
help the company to expand and sustain within international market (Morgan, Feng and Whitler,
2018). Whenever an organization focuses upon expanding their business at international level,
they can make contractual agreement with other organizations for business expansion with the
help of technical assistance, licensing, co-production and many more. Other than contractual
agreement, an organization can also collaborate with other organization for expansion of
business. Many times, this merger give rise to new firm that work with parent organizational
goals and objectives.
P 2 Rationale of marketing internationally and different routes of marketing
There are various reasons because of which an organization wants to market their
products and services internationally. International market helps in providing more opportunities
for growth of the organization. One of the main reasons because of which organizations want to
market internationally is increasing industry rivalry and competition with local organizations.
today because of increasing competition it is becoming difficult for organizations to sustain
within the organization, gain competitive advantage and enhance their business. Marketing
internationally helps an organization to expand their business, enhance their customer base, gain
competitive advantage within local market. Not only this, entering into international market
helps in providing various kinds of opportunities to the organization with the help of which
scope of operating for the organization increases (Kotler and et. al.,2018). There are many ruts
that can be used by firms but some of the most commonly used strategies or routes with the help
of which that can be adopted by organizations to enter into international market are as follows:
First route is to set marketing objectives for the organization one the basis of which they can
choose and develop their international marketing plan. After developing a marketing plan,
organization should focus upon identifying risk associated with entering into the chosen
international market so that for those identified risk a contingency and risk management plan can
be developed.
1. International marketing will help Sainsbury to enhance their customer base and generate
more revenue and profitability.
2. It will not only help Sainsbury to achieve economies of scale but will also help them to gain
more stability for long term.
2