International Market Entry Strategies
Added on 2020-11-23
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International Marketing
Table of ContentsINTRODUCTION...........................................................................................................................1TASK ..............................................................................................................................................1P1 Analyse scope and key concepts of international marketing.................................................1P2 Various route to enter into international market and about rationality of expansion............3M1 Evaluation of challenges and opportunities faced by organisation in international market.5TASK 2............................................................................................................................................5P3 Selection process and key criteria which is used about selection of international market toenter.............................................................................................................................................5P4 Advantages and disadvantages of different market entry strategies......................................7M2 Market evaluation criteria and entry strategies and recommendations................................8TASK 3............................................................................................................................................9P5 Key arguments in local and global debates............................................................................9P6 Product, price, promotional and distribution approach differs in variety of internationalcontext.......................................................................................................................................10M3 Evaluation of circumstances in which clients adopt global and local approach.................11M4 Determine and articulate in details how to adopt marketing mix in international market.12TASK 4..........................................................................................................................................12P7 Analysis of the different international marketing approaches.............................................12P8 Comparison between home and international ways to tackle competitors..........................13M5 various marketing approaches and competitor analysis and recommendations.................13CONCLUSION..............................................................................................................................13REFRENCES.................................................................................................................................15
INTRODUCTIONMarketing is an essential tool for every business firm for increasing brand image andachieve competitive advantages in an effective manner. In this consist a study for analysingenvironmental situations, customers behaviours and current trends for the purpose of buildinggood relations. Many of organisations consider the marketing mix tools as 4Ps or 7Ps whilemaking strategies and decisions regarding producing of goods or services, customers choices,preferences, pricing strategy, identify buying behaviours, select distribution channels andadopting promotional tools for attaining set business goals (Wilson, 2012). Globalisation play animportant role in developing firm and increasing market share among competitors. Companyhave to understand international marketing and various factors that can influence its functions oractivities. This report is based on Ensoft Ltd which deals in providing networking software andinternet solutions in the UK market. Now they are making strategy to expand business at Francecountry to develop the business size and growth as well. This assignment define about scope andkey concept of international marketing and explain rationale for international marketing withseveral routes. It will define criteria and selection process by using different marketing strategiesin which included debate for global or local marketing. TASK P1 Analyse scope and key concepts of international marketingOverview of Ensoft Ltd:It is a small scale organisation that established in the year of 1997 at UK. It is a softwarecompany which provide network services as well as internet solution to the people. They aregiving better services and fast speed networks for satisfying customers desired expectation.There are around 70 engineers that specialised in developing such networks and softwareapplications to the targeted audiences. Esoft Ltd firm's latest BCI score is 820.7 and theygenerally cutting-edge software in the market place (Yang and Fam, 20122). Their main purposeis 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 newtechnologies as well as innovation in networks servers so that particular goals or objectives canbe achieved in an effective manner. The owner of this firm is Chief Executive Officer Jonathan1
Turnbull who believes in interacting and maintaining relationship among employees throughcontinuous communication so that company can shape the evolution by gathering feedbacks. Ensoft Ltd is concentrating on expanding business in other areas such as in Francecountry for maximising size and wealth in more effective manner. It will support in increasinggrowth and market share by providing better networking software as well as good speed internetsolution to the customers at international level so that brand image also can increased. Concept of international marketingIn the present scenario, it is most important aspect for increasing level of the firm andsize at the global market. There are number of companies that dealing in the international marketand providing their goods or services across the country (Zhou, 2012). In this requires anappropriate study for the purpose of satisfying customers needs or wants, strong competitors, andenvironmental factors that have major impacts on business operations and its function.Therefore, it is necessary to conduct such kinds of research or activities while expandingbusiness at different countries. Ensoft is going to expand its business in France for the purpose ofincreasing size and wealth of the organisation. So, there is required to understand the applicationof international marketing so that company can create awareness among targeted audiences inthe France people which will support in increasing popularity or brand reputation. This can beunderstood 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 Francepeople.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 promotionalstrategies.Scope of international marketing In this defined various methods or techniques for entering into new market place thatorganisation consider including exports, joint venture, franchisee, contractual agreements,licensing and strategic alliance etc. These are some methods which can be adopted by the EnsoftLtd for business expansions in the France. Some principles are also given such as:2
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