International Marketing: Scope, Concepts, and Strategies

This report explores the scope and concepts of international marketing, including the rationale for organizations to market internationally and the routes they can adopt. It discusses the evaluation of opportunities and challenges in international marketing, as well as the key criteria and selection process for entering international markets. The report also provides examples of different market strategies, along with their advantages and disadvantages. Recommendations for international market criteria and strategies are also included.

INTERNATIONAL
MARKETING

Table of Contents
INTRODUCTION ..........................................................................................................................3
MAIN BODY...................................................................................................................................3
TASK1.............................................................................................................................................3
P1: Scope and the concepts of international marketing..............................................................3
P2: Rationale for an organisation to want to market internationally and the routes to which can
be adopted...................................................................................................................................5
M1: Evaluation of opportunities and challenges that marketing internationally presents to an
organisation.................................................................................................................................6
P3: Evaluation of key criteria and selection process to consider which market to enter
internationally.............................................................................................................................6
P4: Examples using different market strategies including advantages and disadvantages.........7
M2: Recommendations to international market criteria and strategies.......................................8
CONCLUSION ...............................................................................................................................8
REFERENCES..............................................................................................................................10
Books and Journals........................................................................................................................10

INTRODUCTION
International Marketing is termed as marketing of goods and services across the national
boundaries which meets customer requirements. It involves the analysis of customer in foreign
countries and identifying the market which a company want to target (Amankwah-Amoah, J.,
Boso, N. and Debrah, Y. A., 2018). This includes some strategical decisions and diplomatic
decisions. It can be also called as Global Marketing. There are several ways to enter in a
international marketing such as joint venture, franchising, direct investments, licensing, global
web, export of goods and services. The report is based on a WILCO company which is one of the
leading company in Europe which provides workplace equipments. WILCO is a division of the
Brady Corporation. The company has a specialization in shelving, storage, material handling
equipments, racking in the United Kingdom. This company wants to expand its business globally
with a huge market share. But certain factors should be keep in mind regarding politics, social,
geographical, technological and cultural aspects which must be designed with strategical
decisions and principles that can cross the local boundaries.
MAIN BODY
TASK1
P1: Scope and the concepts of international marketing.
International marketing involves non-human factors such as price, products, brand, cost
and many more. International marketing has its distinctive feature but it is similar to domestic or
local marketing as well in terms of using technical terms. It can be different from domestic
marketing in a view of exchanging goods and needs of international consumers. The scope of
international marketing is very wide and essentially involving the role of exporter for exchanging
goods and services in a global markets.
 Joint ventures and collaborations: International marketing includes collaborations with
some foreign companies for the expansion of business firms as well as the production of
goods and services across the internationally borders (Asseraf, Y., Lages, L. F. and
Shoham, A., 2019). In this scope, the company comes into the contract for minimum time
period mentioned in the contract for the exchange of goods and services. The WILCO
company works very well with the collaborations and joint venture with international
firms in order to exploit foreign markets.

 Establishing: Establishing market in foreign countries is not a easy task. A direct
investment in the foreign branch can be carried out for a great establishments for
exporting goods to meet the target customers.
 Consultancy services: The WILCO company also offers the consultancy services in
which they send their consultants, experts or guides in the foreign countries who can
guide and give directions to the manufacturing activates hand to hand.
 Technical and Managerial know -how: In this scope, the WILCO company hires the
technicians and managers to guide and train the technicians and managers of the
importing company (Cateora, P. R. and Et.al., 2020). This is the service which is
provided by the exporting company to the importing company.
The are five marketing concepts involved in the international marketing business
operations:
1. Production Concept: The WILCO company believes in the concept of low pricing,
easily available products and finer concept of products. The company believe in the
higher production and wide distribution concept. If the demand of the goods and services
are high and the supply is low, then the respective company must be focus to fill the gap
between both and find different ways to import.
2. Product Concept: This concept believes the quality of products, features and the
performance of products in which the customer willing to purchase the goods even at
higher prices. The mentioned company also believe the concept concentration on the
imported products and quality improvements.
3. Selling Concept: Many companies believe that the production of goods on large scale is
not enough to meet buyers requirements until they do not benefits of the product and
must be create through promotional activities.
4. Marketing Concept: The company wants to meet the customer's requirements and
produce goods to satisfy the requirements and needs of customers. The WILCO company
practices all the activities such as research and development, quality control, selling and
distribution and many more.
5. Societal Concept: The WILCO company not only focus on marketing or increase in sells
and production but also focuses on social needs and benefits or which may not harm to
the society.

P2: Rationale for an organisation to want to market internationally and the routes to which can be
adopted.
Many companies have found the international market place to be extremely unfriendly.
There are many organisations who have the feeling of fear to enter in the international market
(Sheth, J. N., 2020). For such things, there are many motivating reasons why a company must
expand business globally.
 Increase business growth: By entering into international market, the WILCO company
explore the different needs of buyers which might lead further expansion in the growth
and makes effectiveness in the competition perspective as well.
 Access to local talent: It is difficult to find specialized talent in one country. If the
WILCO company expands the business at international level, they can get specialized
talent with improved skills that can boost up the business process and gives maximum
results.
 Stay ahead in the competition: Expansion of business in global market makes new
consumers of products and services which competitors might not have (Samiee, S. and
Chirapanda, S., 2019). That expansion of WILCO company get next step to stay ahead in
the competition.
Routes which can be adopted by WILCO company to enter in international market:
 Direct exporting: It is the fastest mode of entering or turning business into international
business (Hult, G. T. M. and Et.al., 2018). The WILCO company may use this method
which includes exporting the goods and services directly to another country.
 Strategic acquisitions: This method can be useful for the company in which it can
control the interest of the existing company which has been already exist across borders.
 FDI or foreign direct investments: This route is feasible only when the demand of the
market or growth potential is large to justify the investments at global level.
M1: Evaluation of opportunities and challenges that marketing internationally presents to an
organisation.
Opportunities to an international marketing:
 Improvements in the quality: The expansion of business in global market creates the
modification and improvements in the quality of products which company want to export
to meet target markets.

 Piggybacking: It means taking existing product as a base or support. The WILCO
company may take their existing goods as a base to entering in an international markets.
Challenges to an international marketing:
 Increased role of communication: it can be challenging for the respective company to
expanding business at international level that increase the role and efforts of
communication regarding products to the customer (Javalgi, R. G. and La Toya, M. R.,
2018). Expanding business in different countries includes different languages for which
company make efforts to provide informations accordingly.
 Slow growth in the developed markets: The WILCO company must know that it can be
challenging to enter in global market or large markets. Starting venture in new market
can slow down the growth.
P3: Evaluation of key criteria and selection process to consider which market to enter
internationally.
Market selection plays a crucial role at the global level. The main criteria of selection of
international market by the WILCO company is to diversify the market that is:
 To know the chances of rapid sales growth.
 To diversify the risk.
 Sale of goods and services at different prices and take benefits in the exchange rate's
fluctuations.
 To know the compatibility and cost to reach the segments.
 To know the size of competitions.
Selection process of international market:
The following are the process of selecting international marketing:
1. International marketing objectives: The first step in market selection process is to
determine the objectives of exporting goods and services globally or in the international
markets. Whatever the market is selected does not mean it necessarily suits the best with
the selected target market (Rana, S. and Et.al., 2020). But it should be clear by the
respective company.
2. Parameters of selection: It should be clear with the company what parameters should be
selected such as resources, nature of competition, market situation, government policies
including tariffs and taxes, global environment and many more.

3. Preliminary screening: This is the third step to screening the parameters discussed
earlier and eliminates those are not potential.
4. Short listing of markets: The preliminary of screening not completely eliminates the
parameters which are not potential but with adding informations to them can short list
some foreign markets to target (Katsikeas, C., Leonidou, L. and Zeriti, A., 2019).
5. Evaluation and selection: The best one is choosing among the rest after short listing the
market areas which are cost effective and feasible.
6. Test marketing: Initially the market is tested in a smaller scale by launching and
introducing the products, this provides a feedback to the seller and help in production
process on a large scale.
7. Commercial production: At this stage, the company introduced the product with a mass
production with some minor modifications.
P4: Examples using different market strategies including advantages and disadvantages.
 Franchising and licensing: If the WILCO company allowing the other person to
duplicate their business at some another location or to allow someone else to regulate
their business in terms of selling of goods and services that company may be termed as
franchiser and other one is franchisee.
Advantages Disadvantages
Lower risk of government takeovers. Conflicts may take between franchisee and
franchiser.
No investments required by franchiser Trade secrets may not be confidential.
 Collaborations: The WILCO company enables expertise to put additional informations,
new ideas on perspectives or build new relationships and bonds in the collaborations.
Advantages Disadvantages
Increased employee's morale. Too many Faux leaders.
Greater creative input. Lack of trust among teams.

 Direct Investments: The WILCO company may take this source to enter their business in
international market by investing the amount or investment from one country to another
country located.
Advantages Disadvantages
Increased competition that benefits the
economy.
Risk of interference by foreign government.
Transfer of technologies. Increased capital outflows.
M2: Recommendations to international market criteria and strategies.
 The WILCO company should be aware of the local market, the parameters should
involve the local market segments, their initiatives and plans (Morgan, N. A., Feng, H.
and Whitler, K. A., 2018). The company must know the bringing business globally does
not lack the presence of local market.
 The company must be aware about the needs and requirements of the local markets very
well and also they develop collaborations with local market influencers which helps to
build relations and terms with local culture.
 The company should appoint a global manager who can manage and coordinate global
campaigns who can plan ruthlessly, can ensure deadlines, responsibilities, deliverables as
well.
 It should be keep in mind to track the results and must be particularly disciplined.
CONCLUSION
This report is based on international marketing of WILCO company. In this report, the
scope of marketing has been discussed where and how company can do international business
through various options like joint venture, collaborations, new establishments and many. The
respective company can select the target market and may know what market is best for them by
the process of selection. Evaluating different market strategies can clear the vision for the
company and helps to achieve the targets with innovative ideas, techniques and methods. It has
been concluded that international market business is not easy but can be effective and
manageable if the company is active with their plans and strategics.

REFERENCES
Books and Journals
Amankwah-Amoah, J., Boso, N. and Debrah, Y. A., 2018. Africa rising in an emerging world:
an international marketing perspective. International Marketing Review.
Asseraf, Y., Lages, L. F. and Shoham, A., 2019. Assessing the drivers and impact of
international marketing agility. International Marketing Review.
Cateora, P. R. and Et.al., 2020. International marketing. McGraw-Hill Education.
Hult, G. T. M. and Et.al., 2018. Addressing endogeneity in international marketing applications
of partial least squares structural equation modeling. Journal of International
Marketing, 26(3), pp.1-21.
Javalgi, R. G. and La Toya, M. R., 2018. International marketing ethics: A literature review and
research agenda. Journal of Business Ethics, 148(4), pp.703-720.
Katsikeas, C., Leonidou, L. and Zeriti, A., 2019. Revisiting international marketing strategy in a
digital era: opportunities, challenges, and research directions. International Marketing
Review.
Morgan, N. A., Feng, H. and Whitler, K. A., 2018. Marketing capabilities in international
marketing. Journal of International Marketing, 26(1), pp.61-95.
Rana, S. and Et.al., 2020. Determinants of international marketing strategy for emerging market
multinationals. International Journal of Emerging Markets.
Samiee, S. and Chirapanda, S., 2019. International marketing strategy in emerging-market
exporting firms. Journal of International Marketing, 27(1), pp.20-37.
Sheth, J. N., 2020. Borderless media: Rethinking international marketing. Journal of
International Marketing, 28(1), pp.3-12.