International marketing

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INTERNATIONAL
MARKETING

Table of Contents

INTRODUCTION
International marketing is a multinational procedure which is useful in planning and
executing the suitable concepts regarding the price, promotion, distribution of products and
services in order to exchange offerings which is helpful in satisfying the objectives of company.
It defines the total public presentation of enterprise organisations which are planned to advertise
the flow of goods and services (Kotler and et. al., 2018). With international marketing, the
objective of marketer is to offer their products in various regions by analysing the demand of
goods. Nissan is considered for this report which is a automobile company and sell its products
under the brand name of Nissan, Infiniti and Datsun with its in-house performance as its tuning
products labelled Nismo. The multinational procedure include planning and implementation of
pricing, promotion, distribution of products and services and its concepts which is useful in
satisfying the requirements of both organisational and individual. In addition to this, it also
depicts the suitable elements of marketing plan and also describe the understanding regarding the
organising and evaluating the international marketing efforts.
TASK 1
P1.
Scope of international marketing
Global marketing is useful in depicting the ideas and final good with the aim of covering
the international market segment. This marketing is related with the operations of business like
development, production and marketing which connect individuals from the world to work in
effective manner (Vellas, 2016). Its scope is mentioned as underneath: Contractual agreements: It is important when company move form its geographic area
as for this, its scope is enhances because it develops huge possibility of earning more
profit within the international market (Skarmeas, Zeriti and Baltas, 2016). When the
market expand itself then its consumer base and profitability also gets expand which is
advantageous for Nissan to make contractual agreement with its partners overseas. Joint venturing: It is developed when two or more brands come together within the
market area and after that profits and losses are determined in context of their values and
time period and at that moment it is advantageous of company to enter into joint venture
to enhance their scope in global market area.
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 Import: It is the simplest way to be in global market as in this, company imports its
goods and services from one to another country and also sell it in home marketplace. It
becomes possible only when the demand increases in home market regarding the import
of goods and services. Organisations who deals their products in local market can import
its offerings easily which is depends on the requirements of market. Export: It is opposite to import as it include those companies who can export their final
products in global market or has its franchises in which they can easily exchange their
products to their vicinity with the objectives of earning more profit (Mathews and et al.,
2016).
Key concepts of international marketing
There are major concepts of global marketing which are required to follow and also helps
in competing with the international marketing concepts. Few key concepts are mentioned as
under: Increasing production and sales: When an organisation wants to enter into new or
international market in which they are required to enhance or increase their production
process in order to acquire large number of customers for their targeted market area
(Eteokleous, Leonidou and Katsikeas, 2016). So, this factor is useful in increasing the
number of sales and profitability. Trained and experienced workforce: By considering this factor, in order to enter into the
international market Nissan need to make sure that they recruit well experienced and
skilled workforce for their expansion as it is useful in increasing the production and
profitability of company in order to get new, unique and fresh ideas about their goods and
services.
 Use of resources: While expansion, Nissan need to make sure that their workforce is
skilled which is helpful in eliminating the wastage of products and services and also
make sure that the raw materials are available in adequate amount to increase their
production process and decrease the cost and wastage.
P2.
Organisations trade at global level because they want to expand themselves to earn
profitability and revenues. Internationalisation is kind of strategy or plan which include many
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elements for the implementation of their business processing. For this, it include many rationales
by which company seek internationalise and these are as follows:
 While entering into international market, Nissan need to develop suitable and innovative
policies and strategies for its operational activities which helps in increasing the quality
of products and production and make sure about the growth of business with its sales. Nissan need to increase its sales and for this, they need to adopt updated technologies in
order to increase their production process and sales as it helps in acquiring large number
of foreign consumers.
Various routes of international marketing
There are many paths by which Nissan can enter into global marketplace and for this,
company should opt the most effectual and suitable paths to go into global market. Various
routes are discussed as under: Export and import: It defines the commodity of home products and services to other
countries. Meanwhile, importing is just opposite to it in which company brought foreign
goods and services in order to offer them in home country (Srinivasan, 2016). Management agreement: It is a kind of marketing procedure in which two or more
organisations make an agreement which depicts that one entity provide suitable services
which include business services, technology, managerial assistance and so on for the
particular time period in context of monetary compensation.
 Franchising and licensing: Franchising is the business procedure in which the home
company permits the global company to perform its functions on behalf of it. For this,
company which operates at international level need to follow the norms and policies of
home company. Meanwhile, in licensing, local organisation can issue its licence for its
operations at international level by using its patents, copyrights and trademarks of
localised organisation which are in return for fee.
M1. Analyse the opportunities and challenges that marketing department face at international
level
There are many opportunities and challenges which marketing department face while
promoting their products at international level and one of them is language and culture as every
country and nation has their own different tradition and values which differs from the area. So,
while marketing and advertising the products, marketer should know and understand the culture
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of their targeted areas as this factor can become opportunity and challenge both for company in
order to achieve success for themselves.
TASK 2
P3.
Key criteria to enter into international market
There are galore criteria in order to come into the marketplace of their targeted countries
and for this, Nissan need to follow basic criteria which is described as under: Business environment: Before entering into new market, Nissan need to determine the
business conditions and environment of that segment in which company wants to expand
its business (Williams and Chaston, 2016). In order to determine this, Nissan need to
conduct market research to analyse the various risk factor which is present in South
Sudan and analyse the profit earning criteria for the expansion of company. Values and culture: While ingressing into new marketplace, organisation should
examine the society of new marketplace area as which factors impacts the processing and
operations of company. For this, it impacts the monetary term of company which is
useful in deciding the growth of business in specific market area. This factor is useful for
Nissan for determining the tradition which is followed in South Sudan as it helps in
developing their products.
Selection process to choose the international market
For the selection of international market area, Nissan should use few processes and
procedures which is followed by company and its steps are as follows: Marketing objectives: For expanding its products, Nissan need to analyse the suitable
objectives and goals as these helps them in entering into global market and also helps in
selecting them in effective manner (Perera and Hewege, 2016). Primary screening: In order to identify that which market is potential and which one is
not, Nissan need to conduct primary screening in effective and efficient manner. Shortlist: After conducting primary showing, it is important to develop a shortlist with
suitable details of the potential market of Nissan.
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 Selection parameters: There are various selection factors which could be used by Nissan
to enter into worldwide industry to enter into new market by analysing the market,
economic conditions, business environment, various resources and culture. Marketing feedback: For launching the products at large level market, Nissan can launch
it at small scale in order to get feedback at small level and if they find any sort of
deviations then correct it at initial level before launching it at large scale.
 Market evaluation: By using the feedback information, Nissan need to develop suitable
market assessment of their offered merchandise and services.
P4.
In order to move into the market, it include many strategies for the business activities and
operations at global level. For this, the market entry strategies for Nissan are mentioned as under:
Export and import: The transit of home country goods and services to other nations are
known as exporting (Bianchi and Mathews, 2016). Meanwhile, buying those commodities and
services which are developed at other nations are termed as importing.
Advantages:
 It helps in enhancing the production and productivity for the effective profit margin
which provide easy manner to enter into global market. It also provide suitable exposure to the unique and creative ideas which is helpful in
improving the competition.
Disadvantages:
 This process increases the production cost of small businesses which is the primary need
with the export of various rules and regulations.
 It makes the changes in suitable goods and services which are faced by company for the
trading of its goods at international market.
Management agreement: It is termed as an agreement among two organisations in which
one company offer all the products and services and manpower is the secondary thing in relation
with revenues (Moon and Oh, 2017).
Advantages:
 This strategy is useful in offering the financial exposure to company. By using this strategy, it helps in keeping focus on the resources of an organisation.
Disadvantages:
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 With the use of this strategy, its expected returns are limited.
 This agreement deliberately transferral the cognition and techniques of proprietary.
Franchising and licensing: By using franchising, an international company operates its
business concern under the name of localized organisation. Meanwhile, when company give
suitable rights to a abroad company in order to use their trademark, technologies and other
methodologies by provision license is termed as licensing (Rosson and Ford, 2016).
Advantages:
 Franchising method is easy to maintain, helps in avoiding taxes and carry low cost and
financial risk. Licensing is useful in reducing the risk, carry low tariffs and can easily get knowledge
from local market.
Disadvantages:
 In franchising, market opportunities are limited, has dependences on others and chance of
arising conflicts are high.
 Licensing has limited revenues and has chances of conflict with local company.
M2. Apply the market evaluation criteria, entry strategies and suitable recommendations for
company
By considering the market evaluating strategies and techniques, it is analysed that there
are many ways to enter into new market such as franchising, export, import etc. which are useful
for company which are briefly discussed as above. But all these methods have various
advantages and disadvantages which is concerned with their process, strategies and techniques.
For this, various recommendations are given which are as follows:
 Marketer of company need to clearly define and identify the market and its related
opportunities before launching its product into market as it helps in reducing the risk
factor.
 After identify the target market and its related opportunities, in order to develop and
identify the market related opportunities which is useful in analysing the suitable level of
investment.
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TASK 3
P5.
Global market: Global market is the procedure in which the manufactured products of
local company is distributed at international in order to reach to the community and also satisfy
the foreign company for the sales and revenues (Kotler and et. al., 2018).
Local market: It describe that the goods are manufactured and sold within the same
geographic area which is termed as local market and here, communicating with the local people
becomes easy.
Basis Local Market Global Market
Language is king In this market, company can
easily communicate with local
customers with the help of
local language.
This market, need to develop
suitable websites with local
language and also conduct
promotional activities with the
help of local language (Vellas,
2016).
Marketing People Native marketing employees
will target the foreign markets.
Here, cross cultural marketing
personnels are employed at the
head office of company.
M3. Analyse the various circumstances in which a organisation opt global and local approaches
Global strategy is a term which covers many segments like global, multinational and
international. To enable all these areas company need to achieve suitable objectives to expand its
business at international level. By analysing both the markets, there are many situations which
are useful to determine the approaches. Global approaches are helpful in attracting customers
who belong from international area and to attract them international approaches are helpful
meanwhile, local techniques are useful in attracting local customers by determining their culture
and taste.
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P6.
Marketing approaches are the suitable study of marketing which represents the marketing
concept and its approaches of marketing mix is defined as under: Product: Nissan need to conduct suitable research regarding the necessarily and
requirements of reference customized and also business enterprise the products which are
supported on the investigation data in order to match the contentment of consumers. It
will also helps in increasing the sales and revenues (Skarmeas, Zeriti and Baltas, 2016). Pricing: For this, Company need to set prices reported to the financial gain by analysing
the buying behaviour and economic conditions of business and for this, the customers
need to comfortable with the prices. Promotion: As a multinational business, Nissan should apply suitable promotional
activities such as development a website with suitable data, advertising, sponsoring and
many more.
 Distribution: Before dispensing its products into market, Nissan need to collect all the
relevant data concerning the culture, conditions and buying behaviour of targeted
countries.
M4. Determine and analyse the adaption of marketing mix of organisation at international
markets
Marketing approaches are useful in order to study and analyse the marketing conditions
are related environment. In terms of Nissan, their analysis depends on four ways which are
product, price, promotion and distribution and in all these approaches company describe their
suitable tactics and policies which are useful in attracting more customer base including global
and local. As at global level, distribution channels plays an important role as it is useful in
analysing the market related conditions and taxes.
TASK 4
Covered in PPT
CONCLUSION
From the above discussion, it is concluded that international marketing put emphasis on
those resources which are available for them for the longer period of time and it is important for
their survival. This assignment is based on the various paths which are undertaken by company
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to the market in respect of offering its goods and services and also depicts the strategies for
entering into market with suitable benefits and drawbacks.
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REFERENCES
Books and Journals
Bianchi, C. and Mathews, S., 2016. Internet marketing and export market growth in
Chile. Journal of Business Research. 69(2). pp.426-434.
Eteokleous, P.P., Leonidou, L.C. and Katsikeas, C.S., 2016. Corporate social responsibility in
international marketing: review, assessment, and future research. International
Marketing Review. 33(4). pp.580-624.
Kotler, P and et. al., 2018. Marketing management: an Asian perspective. Pearson.
Mathews, S and et al., 2016. Internet marketing capabilities and international market
growth. International Business Review. 25(4). pp.820-830.
Moon, B.J. and Oh, H.M., 2017. Country of origin effects in international marketing
channels. International Marketing Review.
Perera, C.R. and Hewege, C.R., 2016. Integrating sustainability education into international
marketing curricula. International Journal of Sustainability in Higher Education.
Rosson, P.J. and Ford, I.D., 2016. Stake, conflict and performance in export marketing channels.
In Proceedings of the 1979 Academy of Marketing Science (AMS) Annual
Conference. (pp. 66-69). Springer, Cham.
Skarmeas, D., Zeriti, A. and Baltas, G., 2016. Relationship value: Drivers and outcomes in
international marketing channels. Journal of international marketing. 24(1). pp.22-40.
Srinivasan, R., 2016. International marketing. PHI Learning Pvt. Ltd..
Vellas, F., 2016. The international marketing of travel and tourism: A strategic approach.
Macmillan International Higher Education.
Williams, J.E. and Chaston, I., 2016. Links between the linguistic ability and international
experience of export managers and their export marketing intelligence
behaviour. International Small Business Journal.
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