International Marketing: Scope, Concepts, and Entry Routes

International Marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
An introduction to the organization and their current market................................................1
Sources to define international marketing and highlight the main differences to local
marketing................................................................................................................................1
LO 1.................................................................................................................................................3
Scope and key concepts of international marketing...............................................................3
Rationale for willingness to market internationally...............................................................4
Various international marketing entry routes and recommend any one.................................4
LO 2.................................................................................................................................................6
Key criteria and selection process that the company should use when considering which
international market to enter...................................................................................................6
Opportunities and challenges of going international..............................................................7
Market entry strategies...........................................................................................................8
Conclusion and Recommendation...................................................................................................9
LO3................................................................................................................................................10
Differences between global and local marketing.................................................................10
Key arguments in relation to local v/s global marketing......................................................11
Circumstances of adopting global or local approach, highlighting the implications...........11
Investigation of product, pricing, promotion and distribution approaches..........................11
Determine and articulate use of marketing mix in different international markets..............12
LO4................................................................................................................................................14
International marketing approaches.....................................................................................14
Home v/s international orientation along with ways to assess competitors.........................14
Conclusion and recommendations based on marketing mix and structure of organisation. 15
CONCLUSION..............................................................................................................................15
REFERENCES..............................................................................................................................16

INTRODUCTION
International marketing is the planned and organised way of conducting operations
commercial activities in more than one country for earning profits and improves sales. In current
market, there is crucial role of marketing because many organisations are operating and they
want to attracts consumers for purchasing their product. When there is complete and relevant
information to consumers about product and services, then they can perform their actions in
better and effective manner (Choi and Yeniyurt, 2015). This report is based on Davison Canner
which is family owed business started 40 years ago. They make fruit, fruit compotes, jams and
bakery fillings, etc. with considering product quality. Managers of Davison Canners are thinking
to launch business in Asian countries, so managers want to frame a report which consist
components related international marketing such as routes and strategies of international
marketing, key concept of marketing, debate over local and international market, home and
international orientation, marketing mix of local market with comparison to international market,
etc.
MAIN BODY
An introduction to the organization and their current market
Davison Canners is UK based organization which is family owned business started in
1974 providing fruits, fruit components, jam, etc. This is the organization which provides better
option through maintaining quality of food items. They consider the requirements of consumers
and provide proper understanding about ways through which they can best utilize their resources.
They have their own farm oriented fruits, so they can easily focus on quality aspects. This
association get funding from HSBC through which they can renovate their business and enter in
beverages sector as well. This organization operates and services products to many retailers such
as Booths, ALDI, etc.
Sources to define international marketing and highlight the main differences to local marketing
As per view of Demangeot, Broderick and Craig, 2015 International marketing is the
process through which people came to know about different products and services by
organisation at international level. There is requirement of proper understanding about norms
and ethics which has to be followed by managers while they market products.
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According to Ghauri and et. al., 2016 International marketing is the planned and
organized procedure which assist in creating awareness about organization's presence. There is
use of different and innovative style of marketing through use of tools and techniques.
As managers of Davison Canners thinking to operate in Asian countries, then it is
important to consider their values and ethics so positive image can maintained in mind of
consumers. Hence this requires complete and specific knowledge about aspects which has to be
considered. When advertisements are convincing for people then there will positive impact on
sales of Davison Canners as well.
Difference
local marketing refers to planning and conducting marketing within specific geographic
boundaries. At local level, managers have knowledge about trends and it is easy to maintain
positive relations as compared to international marketing. It is important and Relevant to take
feedback from consumers because their needs and demands gets changed, hence managers of
Davison Canners have to analyze feedback in Asian countries. Local marketing requires less
funds as compared to international market because there is requirement of new and innovative
style of advertising. But in case of local marketing, communication can be performed at Davison
Canners outlet or stores as well. At international level, there are local competitors as well, so it is
tough to make good image in mind of consumers of Asian countries.
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