International marketing

International
marketing

Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1. Analyse the scope and key concepts of international marketing...........................................1
P2. Explain the rationale for it to want to market internationally and defined the diverse routes
to market......................................................................................................................................2
TASK 2............................................................................................................................................3
P3. Evaluate the key criteria and selection process to use when considering which international
market to enter.............................................................................................................................3
P4. Different market entry strategies, including the advantages and disadvantages of each......4
TASK 3............................................................................................................................................5
P5. Present an overview of the key arguments in the global versus local debate........................5
P6. Investigate how the product, price, place and promotional distribution approach differs in a
variety of international contexts..................................................................................................6
TASK 4............................................................................................................................................7
P7. Explain and analyse the several international marketing approaches...................................7
P8. Compare home and international orientation and ways to assess competitors, outlying the
implications of each approach.....................................................................................................8
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing is an activity of buying, purchasing, promoting and delivering the products and
services that are produced by an establishment by considering their target audiences needs and
demands with the motive of satisfying them. International marketing is defined as the execution
of business actions that are designed by the firm to plan, price, promote and lead the flow of a
venture’s commodities and facilities to its consumers in more than one nation for a profit
(Cateora, and et. al., 2020). This document is supported to CafePod Coffee Company which
operates its business in UK and is headquartered in London. The organisation was incorporated
by Peter Grainger and deals in soft drinks industry. The written report will discuss information
about international marketing concepts and scope, key criteria and selection process to enter in
international market and several marketing entry strategies. Further, will explain about marketing
approaches and comparison between home and international orientation.
TASK 1
P1. Analyse the scope and key concepts of international marketing
International marketing can be defined as planning, analysing, executing and publishing the
products and services of a company at global level and offer fulfilment to the needs and desires
of customers who living in different parts cross wise the globe. If the organisation does this type
of marketing then it is known as international marketing. In international market, establishment
has large scope and without global marketing no enterprise can sustain and survive till long term.
Now these days marketing strategies are not restricted so by using several strategies of
marketing, business firm can enter their business in international market. There is large scope as
increased buying behaviour has led to high taste of products among customers. With the
beginning of the amount of rivalry that can be posed regarding them (Kotler and et. al., 2018).
There is large scope when a venture operates internationally such as:
 If the firm operate global level and provide goods and services according target audiences
needs, then it can make development and progress in business by improving productivity,
profitability and customer base.
 At the time of global expansion, the company ware with diverse trends, needs, and clture
and market demands. Then, by manufacturing products as per trends and consumers
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requirements, it can retain them till long term and make development in economic system
of firm.
The concept of international marketing is identifying fulfilling requirements and necessities
of global customers better than competition both domestic and international. It is the activity of
coordinating marketing actions in the restraints of global environment. When an organisation
operates its business internationally then the main objective of the company is to offer fulfilment
to their demands by offering them products and services as per them (Morgan, Feng and Whitler,
2018). CofePod is a small soft drinks venture which operates its business in UK. But now the
administration of the firm is determined to expand it global level. The management decided to
expand it in Japan and China because there are the nations where people highly prefer liquid and
heath drinks in comparison to others. The concepts of expanding business this place is to make
increment in growth of company in form of profit margins, sales and productivity.
P2. Explain the rationale for it to want to market internationally and defined the diverse routes to
market
In current era, companies are identifying growth opportunities to expand their business in
international level as with this; they earn number of benefits such as profit increment,
development in customer base and many more. In CafePod, the administration wants to make
expansion in its business at international level and the rationale behind it is defined as below:
Improving profitability- It is one of the main reason that’s why respective firm identifying
international development option. it is as when the administration will operate its business
globally, they can make development in number of clients as well sales. it will generate positive
influence over profitability margins of establishment in term of maximisation.
Hire new or fresh talent- It is other reason of operating business internationally. By
operating business internationally, the company will recruit new talent and skilled employees
who help in running it in more effective manner. In reference to CafePod, they are want to
operate globally because they want to recruit talented workers who assist in manufacturing drink
products as per taste & preferences of customers (Hult and et. al., 2018). This will help in
satisfying consumer’s needs and making development in business.
Various routes to market the company
Direct route- In CafePod, the administration of the firm can select this form as it make
instant contacts with the people of globalmarket with the purpose of sales of products and
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