International Market Entry Strategies

This assignment focuses on the evaluation of international market entry strategies. It requires students to analyze various market entry options, considering factors such as institutional distances, marketing capabilities, and stakeholder influence. The use of a framework like PESTLE analysis is encouraged for comprehensive evaluation. Students are expected to demonstrate an understanding of key international marketing concepts and apply them to real-world scenarios.

International Marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK ..............................................................................................................................................1
P1 Analyse scope and key concepts of international marketing.................................................1
P2 Various route to enter into international market and about rationality of expansion............3
M1 Evaluation of challenges and opportunities faced by organisation in international market. 5
TASK 2............................................................................................................................................5
P3 Selection process and key criteria which is used about selection of international market to
enter.............................................................................................................................................5
P4 Advantages and disadvantages of different market entry strategies......................................7
M2 Market evaluation criteria and entry strategies and recommendations................................8
TASK 3............................................................................................................................................9
P5 Key arguments in local and global debates............................................................................9
P6 Product, price, promotional and distribution approach differs in variety of international
context.......................................................................................................................................10
M3 Evaluation of circumstances in which clients adopt global and local approach.................11
M4 Determine and articulate in details how to adopt marketing mix in international market. 12
TASK 4..........................................................................................................................................12
P7 Analysis of the different international marketing approaches.............................................12
P8 Comparison between home and international ways to tackle competitors..........................13
M5 various marketing approaches and competitor analysis and recommendations.................13
CONCLUSION..............................................................................................................................13
REFRENCES.................................................................................................................................15

INTRODUCTION
Marketing is an essential tool for every business firm for increasing brand image and
achieve competitive advantages in an effective manner. In this consist a study for analysing
environmental situations, customers behaviours and current trends for the purpose of building
good relations. Many of organisations consider the marketing mix tools as 4Ps or 7Ps while
making strategies and decisions regarding producing of goods or services, customers choices,
preferences, pricing strategy, identify buying behaviours, select distribution channels and
adopting promotional tools for attaining set business goals (Wilson, 2012). Globalisation play an
important role in developing firm and increasing market share among competitors. Company
have to understand international marketing and various factors that can influence its functions or
activities. This report is based on Ensoft Ltd which deals in providing networking software and
internet solutions in the UK market. Now they are making strategy to expand business at France
country to develop the business size and growth as well. This assignment define about scope and
key concept of international marketing and explain rationale for international marketing with
several routes. It will define criteria and selection process by using different marketing strategies
in which included debate for global or local marketing.
TASK
P1 Analyse scope and key concepts of international marketing
Overview of Ensoft Ltd:
It is a small scale organisation that established in the year of 1997 at UK. It is a software
company which provide network services as well as internet solution to the people. They are
giving better services and fast speed networks for satisfying customers desired expectation.
There are around 70 engineers that specialised in developing such networks and software
applications to the targeted audiences. Esoft Ltd firm's latest BCI score is 820.7 and they
generally cutting-edge software in the market place (Yang and Fam, 20122). Their main purpose
is to run the business in the core of internet solution so that entire world can keep connected.
This firm is trying to appoints best engineers who have ability to invent and discover new
technologies as well as innovation in networks servers so that particular goals or objectives can
be achieved in an effective manner. The owner of this firm is Chief Executive Officer Jonathan
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Turnbull who believes in interacting and maintaining relationship among employees through
continuous communication so that company can shape the evolution by gathering feedbacks.
Ensoft Ltd is concentrating on expanding business in other areas such as in France
country for maximising size and wealth in more effective manner. It will support in increasing
growth and market share by providing better networking software as well as good speed internet
solution to the customers at international level so that brand image also can increased.
Concept of international marketing
In the present scenario, it is most important aspect for increasing level of the firm and
size at the global market. There are number of companies that dealing in the international market
and providing their goods or services across the country (Zhou, 2012). In this requires an
appropriate study for the purpose of satisfying customers needs or wants, strong competitors, and
environmental factors that have major impacts on business operations and its function.
Therefore, it is necessary to conduct such kinds of research or activities while expanding
business at different countries. Ensoft is going to expand its business in France for the purpose of
increasing size and wealth of the organisation. So, there is required to understand the application
of international marketing so that company can create awareness among targeted audiences in
the France people which will support in increasing popularity or brand reputation. This can be
understood by taking following concepts such as:
 To study of consumer behaviours regarding software application and network solution.
 To create effectiveness and innovation in the existing services for attracting France
people.
 To make better pricing strategies that customers can afford for getting such services.
 Decide the distribution network for supplying better servers or networks to the consumers
(Barnes, 2012).
 To create better awareness among target markets through effective promotional
strategies.
Scope of international marketing
In this defined various methods or techniques for entering into new market place that
organisation consider including exports, joint venture, franchisee, contractual agreements,
licensing and strategic alliance etc. These are some methods which can be adopted by the Ensoft
Ltd for business expansions in the France. Some principles are also given such as:
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 Joint Venture: It consider as the collaboration and cooperation between two firms for a
limited time period. Many of organisations formed a new venture bys using this
application for accomplishing set targets or goals in an effective way. Strategic alliance: It is another method for taking competitive advantages as it provide
appropriate support to other business firms in increasing its profits or productivity and
achieve particular goals that is difficult to accomplish alone (Griffin, 2012). It is an
essential to bring innovative ideas and flexibility to achieve targets.
 Contractual agreements: It is defined as the contract that made between two parties
which support to the other in improving infrastructures and making entire operations in
an effective way.
These are some modes and ways for entering into new market or business by expanding
in other countries. Ensoft Ltd also have opportunity to for business expansions in the France by
considering such methods in an efficient manner. This will helps in increasing brand image and
growth size at the international market so that number of customers can be attracted towards
organisation.
P2 Various route to enter into international market and about rationality of expansion
There are several modes or routes defined that can be beneficial for Ensoft Ltd company
so that they can run their business in France market. In this required proper study and knowledge
about new market as well as identify customers needs, choices, demands and preferences
towards particular goods or services. Ensoft is providing better solution regarding internet,
software application, servers facilities such as VPS and Dedicated servers in the UK's market
place. Therefore, it is necessary to find France market and identify various factors that can
affects on the business operations (Pustay, 2012). France culture and customers are somewhat
similar with UK's people. One of the best tool is social media which can be beneficial in creating
awareness among society people in very fast. There are defined different components that wills
help in expanding business at France such as: Similar culture: There are less differences in the culture of France and UK than it is easy
to expand business as Ensoft can create better workforce by appointing best suitable or
skilled engineers who have ability to bring more innovative ideas and creativity while
producing or making better software applications. Employees can work with effective
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collaboration and cooperation with each other by mutual understanding so that disputes
or conflicts can be avoided.
 High level of literacy: In this describe that it would be easy to expand business and reach
at targeted audiences with the help of providing better quality of services to them. It can
be analysed that France people are educated and they can compare the quality or prices of
the particular products with another company (Malhotra, 2011). Therefore, Ensoft Ltd
has opportunity to improve the services quality and provide better facilities regarding
networks to the people.
Various routes to enter into international market
International market can be described as that place where different kinds of brand are
surviving from different countries from whole world. There are various kinds of methods to enter
in global market which helps to expand business for improving productivity as well profitability
of an organisation. Ensoft can utilise several modes to enhance company at international levels
which are as follows:
Joint venturing: - This can be described as an efficient mode to enter in international
market having several objectives such as entry, reward sharing, technology, joint product
development and conforming to the government regulations. It is all about to establish a new
firm with fresh concept through efforts to two different existing organisation. In this, capital
profits and any other means to be shared between partners who had started a joint venture. Ensoft
can utilise this method to enter in global market which provide support to enhance profitability
of company through establishing a joint venture with already existing firm with better mark,et
share.
Franchising: - The term franchising which means a semi- dependent business owners
pay fees or royalties to parent company (Meissner, 2012). It includes that a person gets few of
rights and responsibilities to run a small branch of main organisation on other country through
modifying some of its aspects. Ensoft may prefer this method to enter in global market for
increasing their market share and profitability as well.
Exporting: - This can be described as to just provide products or services to customers of
other countries on their orders. It does not include to establish manufacturing plant or workshop
there but only render desired goods to foreign people as per their demands or preferences. It is
more easy then other methods as it requires less custom formalities and legislations of other
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nation. Ensoft can utilise this mode to make an effective entry in global market to grab more
market share.
M1 Evaluation of challenges and opportunities faced by organisation in international market
In the international market, companies are facing number of challenges and problems due
to environmental factors. France have different culture, languages and values that people follows
so it can be effect on time of business expansions. Ensoft company also have to face several
changes while expanding business at France country such as external forces, language difference,
behaviours of individuals and many more (Paliwoda, 2013). There are various opportunities for
the company in expanding at different countries and increase profitability and productivity in an
effective way.
TASK 2
P3 Selection process and key criteria which is used about selection of international market to
enter
In this defined that there are several phases defined which are necessary to follow by the
organisation and management that requires to select the proper products, market and country in
efficient way. There are various opportunities for the company for attaining desired results or
outcomes by selecting of right country in an effective manner (Thomas, 2013). Here defined a
selection process of suitable nation and its entry into new market such as:
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Illustration 1: International market entry evaluation stages
Determination of particular country: It is the first phase where company required to
identify the nation with characteristics,and culture as well. Ensoft Ltd company have to
understand the culture, people behaviours and customs, values and may more for reaching at
target audiences. This is necessary when entering into new market in more efficient manner.
Ensoft Ltd selected the France country due to similarity because they also follows same culture
and somewhat language also similar (Czinkota, 2013). Therefore, it will be beneficial for Ensoft
Ltd company to bring flexibility and attains set targets or goals.
Preliminary screening: It is another important step in which included rates, ranks and
weights as these are provided nation that depends on the economic condition and nature of the
country. There are requires to undertake several forces such as exchange rates, economic
stability, as well as macro-environmental factors etc. after analysing the condition of climate,
Ensoft Ltd can grab the opportunities and increase its market shares in an effective manner.
In depth screening: This is further stage in which needed more research as well as depth
analysis which generally conducted on the basis of internal forces (Ronkainen, 2013). This is an
essential for identifying the social factors and determine the local conditions as well as several
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changes which provides informations or data about current trends so that better decisions can be
made in better ways.
Final selection: It is last phase, in which management try to find the several aspects and
match the future goals or activities with actual situations or conditions. In this requires the proper
analysis or study regarding companies as well as competitors so that company can improve its
strategies or policies to achieve competitive advantages.
Direct experience: In this stage, organisations generally consider the personal experience
for checking the viability and also make favourable decisions (Douglas, 2011). Ensoft Ltd can
also focus on this aspects as to visit such country and understand particular culture and people in
an effective manner. This will support in achieving set targets or goals so that business can
develop.
P4 Advantages and disadvantages of different market entry strategies
For the successful organisation, there is requires to adopt best strategies and make actions
plan so that particular goals or objectives can be attained. Ensoft is making plan or formulating
strategies regarding business expansions at the France country so they have to undertake an
appropriate strategies so that their plan can be implement in very efficient way. In this defined
number of modes and ways which can be helpful in entering into new market such as joint
venture, contractual agreements, licensing, franchisee and strategic alliances and many more.
They all have various advantages and disadvantage such as that must be considered while
making decision regarding this such as:
Joint venture:
Advantages New insights and expertise: It is one the best source for dealing in the international
market as many of businesses are focusing on joint venture for operating and running an
organisation in the completely new marketplace (Samuel, 2011). It will support in
establishing better partnership for short time period and also gain maximum outcomes in
well manner. Utilisation of available resources: This is another benefits for the company that they can
optimise several resources and also allocate these among number of activities in an
effective manner. It provide better opportunities to use various resources for attaining
more outcomes.
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 Temporary agreement: It is considered as the short time period agreements that
companies made for running an organisation. It is an essential for developing firm and
maintain relations with limited time period.
Disadvantage Vague objectives: In this, two parties join their hands for starting and operating a new
venture so that particular targets or goals can be accomplished (Evers, 2012). These aims
or objectives are not clear with every individual who are related with the organisation.
 No flexibility: there is found no any flexibilities because various situations or
circumstances can be occurred while running business and also it can affects on the
business performances and operations in several ways.
Strategic alliances
Advantages
 It is best method to enter into new market and achieve potential growth.
 They can adopt different tools or techniques for gaining more advantages.
 It is an essential for attaining set goals through better strategies and action plans.
 In this both companies generally shares profits or losses while operating or running
business in an effective manner.
Disadvantage
 It is one the best method for entering into new market but it increase the expenses or
cost during earning profits.
 There are various culture differences which can arise and responsible for occurring
conflicts or barriers while running organisation (Andersson, 2012).
 The negative factors can be arise which affects on the synergy as well as legal laws that
can harm the productivity and profitability in an effective.
M2 Market evaluation criteria and entry strategies and recommendations
Strategic alliances: It is defined as the agreements or contract between two or more
parties that come for running an organisation and achieve common goals and objectives. They
allowed to use several resources or technologies of firms for performing various tasks or work in
the international market. This will be beneficial for expanding business at other countries in an
effective manner. Ensoft Ltd is focusing on expanding business at France country to attracts
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number of customers and increase market shares in well manner. This will also helps in
improving brand reputation among competitors.
TASK 3
P5 Key arguments in local and global debates
In the modern era, globalisation play an important role in increasing market size or
growth of the organisation in an effective manner. Every organisation is trying to expanding their
business at number of countries for enhancing the sells and create goodwill in the global market.
It is an essential to generate more profits or revenues through business expansions. This can be
beneficial for the organisation as management can prepare better strategies and formulate action
plan for attaining set targets or objectives (Hannibal, 2012). There have positive impacts on the
business as they can maximise profitability, productivity and wealth size in more effective
manner. Ensoft Ltd is going to expand their business at France where more individuals requires
for operating such business in better ways. There may be complexities while comparing the level
such as global and domestic. These are as follow:
Global Presence Local Presence
In the globalisation, there are defined number
of opportunities for the Ensoft firm to increase
its market size and reach at wide areas to
satisfy customers needs or demands in an
effective way (Akaka, 2013). They can provide
better services regarding software application,
internet solutions and servers for getting extra
benefits and satisfy customers desired
expectations. There is defined several kinds of
risks or uncertainties which are interlinked
with various macro-environmental factors such
as economical, social, political forces that can
influence on the business functions or
operations in several ways. In this also
considered different aspects which can create
There can be seen as local market have limited
risks or any chances of uncertainties that may
have face by the Ensoft Ltd. It can be
beneficial in providing stability in the business
operations and also have better connection and
synergy with local parties. This make easy
work for the firm in creating effective
infrastructural term in well manner.
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issues in infrastructures related security,
electricity supply, transportation and
There should be requires to determine several
factors and risks or uncertainties which can
affects on the organisational function and its
performances if they deal in the global market
(Vargo, 2013). It is helpful aspects that
company can adopt number of tools or
techniques and also suitable methods for the
purpose of bringing innovative ideas and
produce better quality of goods or services in
well manner. This is necessary to focus on
using suitable method for improving work
efficiency.
In the local presence, there is no requires to
conduct any research or survey process for
analysing particular situations or conditions to
run an organisation as they aware about their
local areas and know customers choices or
behaviours so that better attentions can be
gathered from them.
For running firm at global level, it requires
several tools or techniques so that particular
information can be provided to the targeted
audiences. The Ensoft Ltd also have better
opportunities to create awareness among
customers by adopting best promotional tools
or techniques so that brand image can be
improved in well manner.
In this, company generally use traditional
marketing tools which can be suitable for
creating more awareness among customers and
reach at potential customers.
P6 Product, price, promotional and distribution approach differs in variety of international
context
In the marketing function, there are several tools or techniques available which support in
formulating strategies and making action plan in an effective manner(Lusch, 2013). One is the
best aspect of marketing is defined 4ps and 7ps that are essential tools to increase growth and
achieve targets or objectives in better ways. In this included product, price, place and promotion
that heolps in bringing sustainability in an effective manner. Ensoft Ltd must be consider this for
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making strategies regarding business expansions in well manner. It can be understood by
following elements such as: Product/ Services: Ensoft is selling various services regarding networking, software
application and internet solutions, servers for providing better speed internet to the
customers. Their main aim is to launch new products or services by appointing talented,
skilled and educated people who are able to bring such innovations so that customers can
be satisfied in more effective manner (Berthon, 2012). They have to analyse France
people as well as their culture, buying behaviours and many more for providing them
internet facilities or services. Pricing: It is also important elements of marketing mix tools that directly linked with
customers and sells as well. Company make strategies and decisions regarding setting
pricing on their products or services so that number of customers can be attracted
towards firm in an effective manner. There are several factors which can affects on the
organisation such as economic conditions, buying behaviours of customers and growth
rates that must be considered while expanding business. Promotions: Ensoft Ltd have to consider this elements while making decisions regarding
expanding business at other country. To expand the business at France, they have to
choose best promotional tools or techniques for creating awareness and increase
demands in the marketplace.
 Place: company have to make appropriate decisions regarding selecting the right place
for reaching at target customers in an effective manner (Cadogan, 2012). Ensoft is going
to expand its business at France for providing various facilities or internet solutions to
more customers.
M3 Evaluation of circumstances in which clients adopt global and local approach
Ensoft Ltd is dealing in networking software and provide internet solutions in the market
place and now going to expand the business at France so they requires tos adopt several
marketing strategies so that they can survive in the international market. There are number of
competitors available who are giving such services so it is difficult to survive in competitive
environment. Effective strategies must be adopted by them to achieve particular goals.
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M4 Determine and articulate in details how to adopt marketing mix in international market
There should be requires to adopt better strategies for attaining set goals or objectives and
also use marketing tools to create good position among strong competitors. This must be
required to achieve goals by formulating strategies such as products, price, place and promotions
within limited time period.
TASK 4
P7 Analysis of the different international marketing approaches
In this considered the international marketing concepts in which consist various theories
and strategies of marketing for the purpose of building good image in the marketplace. In this
included several components such as planning, organising, producing, promoting of particular
goods or services at the global level (Cavusgil, 2011). There are describe various approaches
with advantages ands disadvantage such as:
Traditional marketing approach:
It is defined as the old model that undertaken for advertisement or promoting particular
goods or services. many of firms generally used this method for getting succeed. In this included
several components such as broadcast, billboards, newsletters, magazines, telemarketing etc.
Ensoft can consider this for providing informations to the people at France regarding services.
Advantages and Disadvantage:
In the traditional approaches, many of aspects included like print media, broadcast,
telemarketing and newsletters that have various advantages and disadvantage for the business
development (Cavusgil, 2011). For example: Print media always support in reducing costs and
provide adequate informations to the targeted audiences. But the disadvantage is that it reach
only at limited person within particular areas.
Modern marketing approaches
It is an important approach in the present era because this method helps in covering wide
areas of market in an effective manner. Ensoft can consider this for providing the information to
the France people by using social media, online ads, banners and various modern aspects for
creating awareness in an effective manner.
Advantages and disadvantage
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The benefit of modern approach is to cover wide range of market and reach at potential
customers. It is cost effective techniques and also very fast or advanced method for increasing
brand image. On the other side, the disadvantage of modern method is that adequate training and
learning session to enhance knowledge, skills and abilities for using these tools or techniques.
P8 Comparison between home and international ways to tackle competitors
Ensoft Ltd is going to expand business at France for the purpose of increasing market
growth and shares in well manner (Wilson, 2012). They are providing networking software,
internet solutions and servers to the customers so that they can enjoy the internet facilities with
full speed. This can be analysed that organisations are providing these services in different ways
due to several presences. There is necessary to understand about the market, customers,
competitors and behaviours of choices so that better solutions can be provided. These are
essential for formulating strategies and action plan as per the requirements. This will support in
providing proper guidelines and instruction for performing entire tasks or activities in well
manner and reach at target audiences so that maximum sales can be enhanced.
In the business expansions at France requires to conduct research and survey for
analysing environment, customers and competitors so that better position can be occupied. It is
beneficial in formulating of strategies and action plan so that predetermine goals can be
achieved.
In the UK, Ensoft is providing its services to the customers so there is no needs to find
appropriate environment and various factors such as customers, competitors etc. they all are
aware towards firm.
M5 various marketing approaches and competitor analysis and recommendations
Ensoft can achieve target customer by providing various service and adopt best
innovative ideas or techniques so that they can improve its brand image in the international
market (Yang and Fam, 2012). There is needed to understand particular market and customers of
France.
CONCLUSION
From the above report, it has been concluded that globalisation is must be required to
meet with right customer at right time because it provide opportunities for import and export of
goods and services at global level. This report define about Ensoft Ltd which is providing
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various networking services, software application in the UK. There is require appropriate
coordination with marketing activities which will support in finding the global market conditions
or situations so that company can make favourable decisions and formulate action plan to survive
in the complex situations in better ways. Ensoft Ltd have to focus on adopting modern tools or
techniques for generating demands and create more customers so that better services can be
provided and make them loyal in an effective manner.
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REFRENCES
Books and Journals
Wilson, A. and et. al., 2012. Services marketing: Integrating customer focus across the firm.
McGraw Hill.
Yang, Z., Su, C. and Fam, K.S., 2012. Dealing with institutional distances in international
marketing channels: Governance strategies that engender legitimacy and efficiency.
Journal of Marketing. 76(3). pp.41-55.
Zhou, L., Wu, A. and Barnes, B. R., 2012. The effects of early internationalization on
performance outcomes in young international ventures: the mediating role of marketing
capabilities. Journal of International Marketing. 20(4). pp.25-45.
Griffin, R. W. and Pustay, M. W., 2012. International business. Pearson Higher Ed.
Malhotra, N. K., 2011. Basic marketing research. Pearson Higher Ed.
Meissner, H. G., 2012. Strategic international marketing. Springer Science & Business Media.
Paliwoda, S. and Thomas, M., 2013. International marketing. Routledge.
Czinkota, M. R. and Ronkainen, I. A., 2013. International marketing. Cengage Learning.
Douglas, S. P. and Samuel Craig, C., 2011. The role of context in assessing international
marketing opportunities. International Marketing Review. 28(2). pp.150-162.
Evers, N., Andersson, S. and Hannibal, M., 2012. Stakeholders and marketing capabilities in
international new ventures: evidence from Ireland, Sweden and Denmark. Journal of
International Marketing. 20(4). pp.46-71.
Akaka, M. A., Vargo, S. L. and Lusch, R. F., 2013. The complexity of context: A service
ecosystems approach for international marketing. Journal of Marketing Research. 21(4).
pp.1-20.
Berthon, P. R. and et. al., 2012. Marketing meets Web 2.0, social media, and creative
consumers: Implications for international marketing strategy. Business horizons. 55(3).
pp.261-271.
Cadogan, J. W., 2012. International marketing, strategic orientations and business success:
reflections on the path ahead. International Marketing Review. 29(4). pp.340-348.
Cavusgil, S. T. and Cavusgil, E., 2012. Reflections on international marketing: destructive
regeneration and multinational firms. Journal of the Academy of Marketing Science.
40(2). pp.202-217.
Online
MARKET ENTRY STRATEGIES. 2018. [Online]. Available
through :<http://www.tradestart.ca/market-entry-strategies>.
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