International Marketing Study and Review

The provided assignment is a collection of research papers and studies on international marketing, including topics such as global marketing management, export marketing strategy implementation, cultural intelligence in marketing adaptation, and social marketing. The documents are from various journals and publications, dating from 2010 to 2015. This compilation is likely used for academic purposes, such as coursework or study guides, to provide students with a comprehensive overview of international marketing concepts and strategies.

International Marketing

Table of Contents
EXECUTIVE SUMMARY ............................................................................................................4
INTRODUCTION...........................................................................................................................1
TASK 1 ...........................................................................................................................................1
1.1 The scope and key concepts of international marketing.......................................................1
1.2 The rationale for the organisation and the routes to market the organisation.......................3
TASK 2............................................................................................................................................4
2.1 Importance of choosing right international market ..............................................................4
2.2 Selection process of international market ............................................................................5
2.3 Opportunities and challenges ...............................................................................................5
2.4 Risk management and contingency planning in relation to volatile markets........................6
2.5 Market entry strategy............................................................................................................6
TASK 3 ...........................................................................................................................................9
3.1 Overview of the key arguments in the global versus local debate. ......................................9
3.2 Investigate how product, price and promotional distribution approach differs in a variety
of international context. ...........................................................................................................10
TASK 4..........................................................................................................................................12
4.1 International marketing approaches ...................................................................................12
4.2 Comparison of home and international orientation ............................................................13
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................16
.......................................................................................................................................................17

EXECUTIVE SUMMARY
International marketing expanding the business in various parts of the world as it is
considered as one of the effective tool for economic growth of nation as well as company. This
report is based on scope and concepts of international marketing, various ways to enter into
global market, difference between global and domestic marketing. Along with this, selection
criteria of international marketing as well as various market entry strategy in order to enhance
market share. Moreover, key arguments on global verses local debate, marketing mix strategy
global marketing and different international market approach which helps the firm to improve
the profitability or productivity.

INTRODUCTION
International marketing is the use of various marketing principles in the international
market. This means it is a continuous process of making plans and actions related to the sale of a
product in the global market. The major motive of international marketing is to satisfy the needs
and wants of the potential customers present in the international market. It is concerned with
conducting the marketing activities is various parts of the world. International marketing is very
much different from domestic marketing (Bell, Bryman and Harley, 2018). This is because the
needs and preferences of both the market are very much different. Product and other strategies
related to it are also different. One of the major difference between domestic and international
market is local market involves less risk and uncertainty as compared to global market. If the
organisation wants to expand its business in the global market than it is essential for the
management to properly analyse the market, so that better plans are made for achieving the
targeted goals and objectives. It the organisation is not successful in doing this than changes of
failure in the new market will be increased (Broberg, Umans and Gerlofstig, 2013). There are
various factors which help the organisation in making plans and strategies related to the
functioning of international market. They are- availability of opportunities, chances of profit
maximisation, market demand and availability of customers. The organisation chosen for this
report is Rowlinson Knitwear which deals in school and corporate wear. Organisation is
currently operating in UK with the motive of satisfying the needs and demands of its customers
in the domestic market. The major topics covered in this report are scope of international market,
various market entry strategies and its pros and cons, and the international marketing approaches
which can be used by the organisation for achieving goals and target in the systematic manner.
TASK 1
1.1 The scope and key concepts of international marketing.
International marketing is concerned with planning and organising various marketing
activities related to marketing at the global level. It is very hard for the business organisations to
sustain in the international market for longer period of time if proper marketing plan is not made.
The concept of international marketing is different from domestic marketing and in this type of
marketing different plans and strategies are formed. It is the application of various marketing
principles in the international market. International market can either help the organisation in
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expanding and growing its business or can lead to loss because in such type of business various
kinds of risks are involved. The level of competition in such type of market is also very high
because there may be various other organisation which can be currently operating its business in
a particular market. International marketing is the capabilities and orientation of marketing to
international business (Brooks and Simkin, 2012). It is also the multinational process of making
various plans and actions related to pricing and promotion of the product in the international
market.
The scope of international marketing is very wide because there are various opportunities
present in this type of market. Rowlinson Knitwear can focus on making best use of the
available opportunities so that desirable outcome is achieved and the organisation is successful in
entering in the global market. The scope of international market is discussed mentioned below-
 Target market- International marketing focuses on targeting a particular market so that
proper amount of output is generated and the profitability is increased. The target market
for the international market is decided according to the availability of the customer’s and
their demand. The analyse for the market is done on the basis of current and past
demands of the market or of a particular area. If the organisation is not successful in
doing this than the plans for international market may not be used in the proeper manner
and the goals will also be affected.
 Market opportunities- There are various kinds of opportunities available in the
international market. It is the duty of the organisation to know those opportunities and
make plans accordingly (Cavusgil and Cavusgil, 2012). As these opportunities can
directly help in increasing the sale and profitability of the organisation. Opportunities in
the global market will give new and better ways to grow and expand the business in the
systematic manner. But along with the opportunities there are various kinds of risk
associated with global market.
 Increases brand image- International market directly helps various organisations in
increasing their brand image and reputation at the global market. This is because if the
organisation enters in the global market than more and more customer’s will be able to
know about the product and services of the organisation. It will be good opportunity for
Rowlinson Knitwear to expand its business because it will directly help in satisfying the
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needs of the customer’s and increasing the reputation of the organisation among the
potential customer’s.
Trend in international marketing
International marketing plays a major role in improving the business in the best possible
manner. Social media is one of the major trend in this type of marekting, as with the help of this
large number of customer's can be reached by the organisation. By using various tools of social
media organisations can easily reach to the potential customer's. The experience and satisfaction
level of customer's can also be increased by using this trend. As the improvement can be done in
the products and services of the organisation.
Difference between domestic and international marketing
Domestic marketing is concerned with covering a small market area while on the other
hand international marketing is related with covering large area of market. In the domestic
market the negative influence of change in government polices is less. While in international
marketing the influence is very high and wide. The needs and preferences of the customer's is
very much different in the domestic and international market. Organisations can easily interact
with the customer's of domestic marekt for knowing their views and ideas regarding product of
the organisation. While on the other hand it becomes difficult for the organisations to know the
views in the international market.
1.2 The rationale for the organisation and the routes to market the organisation.
Rationale for international marketing
Rowlinson Knitwear can enter in the international market for growing and expanding its business
in various parts of the world. The motive behind entering in the new market will be to satisfy the
need and demand of the customer's of a particular market. The customer's are demanding good
quality school and formal dress, so to satisfy such demands organisation can plan to expand its
business in the new market. As it is one of the biggest opportunity for the organisation.
The major purpose behind choosing a particular organisation and a market is there are wide
range of opportunities available in the market. Organisation continuously focuses on making new
and innovative plans for satisfying the needs of potential customers. One of the major purpose
behind choosing this organisation is management focuses on managing each and every activity in
the best possible manner. Main objective behind this is to increase the sale and profitability of
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the organisation in the best possible manner (Chung, 2010). Organisation is planning to expand
its business in various parts of the world. So management will focus on achieving this by making
proper plans after analysing each and every aspect in the coordinated manner.
There are various ways which can be used by the organisation for entering and conducting
business in the international market. Choosing the best route will help the organisation increasing
its profitability and sale in the best possible manner. Making decisions regarding the enter in the
global market can be done after analyse and evaluating the current market conditions in the
systematic manner. This will also help the management in competing with the competitors which
are already present in the international market. The various types of entry routes which can be
used by the management of Rowlinson Knitwear are discussed below-
 Exporting: It is the most traditional and well established form of operating in foreign
market. However, this strategy is defined as the marketing of goods produced in one
country to another. The type of export response is fully dependent on how the pressures
are perceived buy decision maker.
ADVANTAGES- It can directly help in increasing the market share by analysing the
opportunities of the market.
Disadvantage- It generally involves high degree of risk and uncertainties. Franchising: It is the practice of using another firm's successful business model as it
contain two main player i.e. franchisee and franchisor. In simple terms, it is a license in
which party (franchisee) acquires to allow them to have assess to a business (franchisor)
propitiatory knowledge, process and trademark in order to allow the franchisee to sell
product or service under the name of an organisation (Clarke, Tamaschke and Liesch,
2013).
 Joint venture: It is an enterprise in which two or more investors share ownership and
control over property rights and operation. This type of enterprise is best suitable when
the risk and uncertainties in the business is high . If the management of the organisation
choose to enter in the market using this method than risk and profit will be shared with
other investors.
Advantages- it can help in creating brand loyalty among the customer's of the organisation in the
international market.
Disadvantage- there is high uncertainties and risk in the market.
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 Fully owned manufacturing- organisation can perform its activities in a better manner if
business is fully owned in the international market. Such type of business generally deals
in promotion and production of goods in a particular market. This helps the organisations
in achieving long and short terms goals in the proper manner. As in this price and quality
of the product will be decided by Rowlinson Knitwear and other activities will also be
operated by the management of the organisation.
Advantages- It is considered as one of the biggest strategy for expanding the business in various
parts of the world.
Disadvantage- this strategy might not be suitable for facing challenges in the best possible
manner.
 Contractual Agreement- International marketing is also related with various agreements
and laws such as licensing and patent. These agreements help the organisation in
conducting various functions in a systematic manner. Contractual agreements also helps
firms in performing business activities without any legal restrictions.
Factors that influence international marketing decisions
Cultural dimension- Culture generally includes values and norms for the organisations to
conduct its business in the systematic manner. Culture can lead to proper functioning of the
organisation and achievement of the goals and target in the systematic manner. For expanding
the business in the international market organisation can involve the employees in the decision
making process. As this will help in knowing the exact need and preferences of the potential
customer's.
TASK 2
2.1 Importance of choosing right international market
Some of the importance of international market which helps the Rowlinson Knitwear to expand
their market share effectively is given below:
 Determining market demand and needs in target country or geographical region.
 Helps in evaluating the level of competition in order to survive in competitive world.
 Examining company's performance in country based on macro economic condition.
 Identify barriers or complexities of trade among market (Flick, ed., 2013).
 Helps in considering political risks for the betterment of firm's efficiency.
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 Enable the organisation to choose appropriate distribution channel in order to promote
product or services.
 Provide innovative technology and expertise or skill workforce for enhancing business
operation.
 Enable the firm to take in account of intellectual property protection.
 Allow the organisation to anticipate future market speculation for the convertibility of
currency in an effective manner.
 Helps the firm to determine legal environment and consequences in order to evaluate
legal implication.
Criteria and selection or international market selection criteria
Before making plans and strategies for choosing the right market organisation must
identify the viability in the systematic manner. This can include the social, political and working
conditions of various other factors. This attributes can help the management of the organisation
in taking vital and necessary decision for entering in the market.
Demand
Cultural differences
The importance of choosing right international market
Selecting the right market directly helps the organisation in expanding its business in the
best possible manner. As with the help of this better use of the opportunities can be done.
2.2 Selection process of international market
There are several steps which should be followed by company in order to enrich their
profit maximisation is described below:
Setting international marketing objectives: This is the initial step in selection process in
which company develop aims or objectives which guide them tom accomplish their goal in an
effective manner.
Factor for selection: In order to gain competitive advantage, an organisation evaluate
various selection basis like resources, degree of competition, internal and external environment,
government policies and regulation and many more.
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Preliminary screening: It is used to avoid unnecessary or inappropriate selection
parameter which allows them to save cost, time, energy (Gregurec, VRANEEVI and Damir,
2011).
Short listing of market: This step is based upon examining or analysing the market
scenario with the help of several techniques.
Evaluation and selection: In this pace, company can select or choose the market among
shortlisted list in which their short listing is valued through cost benefit analysis.
Test marketing: In order to survive for a longer period of time in market, firm should go
for testing their product in an industry which help them to gain exact scenario of demand or
needs towards product.
Commercial production: It is the final step in which firm develop its product mix in order
to reach to all their potential customer and by this they can gain competitive advantage
effectively or efficiently.
2.3 Opportunities and challenges
There are two major challenges which is not possible to avoid by company which is
described below:
Ethical consideration: International or global marketing plays a vital role in the growth of
economic as well development of company's productivity as it provide enormous opportunity to
company in order to enrich their market capabilities. Along with this , it is fully ethical based
business which is guided or directed by government policies and it allow them to achieve
organisational goal or objectives (Guerreiro, Rita and Trigueiros, 2015). On the other hand, it is
difficult for firm to maintain or handle any sort of negative impact in order to make fair decisions
without harming employees morale. For example, international marketing provide a means for
more profits and that is completely ethical in nature.
Legal perspective: Each and every company contains several legal aspects which should
be followed by them and it cannot be ignored in any condition. Along with this, it plays crucial
role in an organisation which help them to enhance their productivity and profitability at a
global level.
Opportunities and challenges
The global market consist of opportunities and challenges if the organisation wants to
expand its business in various parts of the world. With the help of opportunities ethical values
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can be taken into consideration. With the help of opportunities brand image of the organisation
can be increased and better competition to the competitors can be given.
Opportunities as brand equity
International market helps the organisation in enhancing and improving the brand image
in the best possible manner. As better brand value can be created among the customer's of the
organisation.
2.4 Risk management and contingency planning in relation to volatile markets
Risk management encompasses those activities or elements which include identification,
assessing, monitoring and controlling organisational profits and revenue. Along with this,
international marketing provides opportunities as well as challenges which cause difficulties in
market expansion. Moreover, risk is such a factor which impact business function significantly,
and it create the situation more worse and firm can run out of money in order to regain their
position among industry.
Contingency planning is sequence of action which allow company to make modification
in addressing challenging situation effectively. Along with this, it is regard as back up plan
which guides or monitor the company in achieving target market.
2.5 Market entry strategy
Any company or organisation exchanges its goods and services across national
boundaries for the satisfaction of human needs and wants which is considered as international
marketing (Hinz and et. al., 2011). Despite the great benefit of local marketing, international
marketing has the ability to open up more doors for business and thus it create better opportunity
for company's expansion as well as broadening customer base. Along with this, new platforms
enable the company to create new relationship with several businesses across the globe. When an
organisation thinks globally, it looks for overseas opportunities to increase its market share and
customer base. International or global marketing allow the marketing managers to look for
growing target market and product opportunity overseas. However, Rowlinson Knitwear is best
known for knitwear in UK. As it's business is growing effectively which provide them various
chances or possibility to expand their operation globally. In order to enhance productivity and
profitability, there are different market entry strategy which Rowlinson Knitwear can imply to
enter in international market (Le Meunier-FitzHugh and Lane, 2013). Market entry strategy is
the planned method of delivering goods and services to target market and distributing them in a
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potential or possible location in order to reach high proficiency. The market entry strategy which
Rowlinson Knitwear can imply is mentioned below:
Counter Trade : It is considered as largest indirect method of exporting. It is define as
exchanging goods or services which are paid for, in whole or part, with other goods or services
rather than money as well as it give a basis for reciprocal trade.
Advantages
 It's main attraction is that it enable firm a way to finance export when other means are not
available.
 It facilitates conservation of foreign currency and it increase employment better capacity
in utilization ans ease of entry into challenging market.
Disadvantages
 The value proposition may be uncertain especially in cases where goods being exchanged
have significantly price volatility.
 It include complex negotiation, potentially higher costs and logistical issues.
Mergers and acquisition: This strategy is mainly regarded as an expansion tool as well
as it is a powerful driver of globalisation. However, it is defined as integration of companies as
merger is the combination of two firms in order to form one, whereas acquisition is one company
taken over by others (.Lee and Carter, 2011).
Advantage
 It allows the shareholders of smaller entities to own a smaller piece of a larger pie,
increasing their overall net worth.
 It enable the organisation to adapt innovative or latest technology for enhancing their
profitability and wealth maximisation.
Disadvantage
 Some of the units acquired would have some problems such as old plant, obsolete
technology, surplus or demoralised labor.
 The firm may not have the experience and expertise to manage the unit taken over if it is
an entirely new field.
Contract manufacturing:It is regarded as common practice in an international business.
A company doping global marketing contacts with firms in foreign countries to manufacture or
assemble products while retaining responsibility of trading product.
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Advantage
 It frees the firm from risks of investing in foreign countries (Leeflang and et. al., 2014).
 It does not have to commit resource for setting up production facilities.
Disadvantages
 There is a possibility of loss and less control over manufacturing process.
 It arises risk of developing potential competitors.
Third country location : This strategy is rarely used by companies to enter into an
international marketing. It is applied when there is no commercial transaction between two
nation because of political reason. In such situation, an organisation in one of those countries
wishes to enter into the other market will have to operate from third country.
Advantage
 It requires less time consuming and quick to execute as it reduces competition by taker
over rival or competitors. They can adopt latest technology which allow them to enhance and their proficiency and
employment rate.
Turnkey Contracts: It is common in an international business in the supply, erection and
commission of plants, as in the case oil refiners, steel mills , cement and fertilizer and many
more. IN other terms, turnkey operation is an agreement by seller to supply a buyer with a
facility fully equipped and ready to operated by buyer, who will be trained by seller.
Advantage
 It reduces total contract execution time during processes, by having just one process
instead of two separate ones (Lefebvre, 2011).
 Minimising change order during implementation of contract because changes and
adjustments fall under responsibility ODF single contractor.
Disadvantage
 A higher cost cost is assumed due to the higher risk that comes from total
responsibility of buyer and seller.
 There is a greater disparity while comparing offers as each parties shave different
assumption and views which generate conflicts within company.
From the above stated various market entry strategy, Rowlinson Knitwear can imply
merger and acquisition as it is one of the fastest growing company in UK. By adapting this plan
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of action, it enable them to diversify their product line and can increase their market share
effectively and efficiently.
TASK 3
3.1 Overview of the key arguments in the global versus local debate.
Domestic and international market has its own advantages and disadvantages. This
because both these markets operates on different functions and activities. The way of conducting
business activities both of these markets are very much different. This is because the needs and
demands are different. Domestic market does not involves risk as activities of this type of market
are easily controllable. Whereas on the other hand international market requires systematic
planning and analysis because uncertainties affect the business to a great extent. International
marketing also requires high amount financial resources (Magnusson and et. al., 2013). Some
business organisations perfer working in the domestic market while some focuses in making
plans to enter in the international market. This depends upon the needs and objectives of the
business in the market. It is very much essential for the organisation to analyse the market and
their preferences. International market latest techniques and strategies can be used to attract more
and more customer’s. While this cannot be done in the domestic market. This is because in this
type of market each and every is planned using traditional marketing strategies. The customer’s
in international market demand new and latest way for satisfying their needs. While customer’s
of domestic market does not need this. The legal and economic market of both of this market is
also different. This is because standard of living and paying capacity of customer’s varies from
market to market. The employment opportunities in the international market is also very high, so
Rowlinson Knitwear can get better employees from such type of market. As there are skilled and
talented employees available in the market. They will directly help the management in making
better plans related to the functioning and operations of the market in the international market.
International market level of competition is very high as compared to local market. This
is because in local market there are less organisations present which deals in same business.
Rowlinson Knitwear can enter into the international market because organisation will be able to
handle the challenges and risk present in the international market (Morgan, Katsikeas and
Vorhies, 2012). This is because the its strategies and action plans are carried out in a systematic
and coordinated manner. The management of the organisation also uses innovative strategies to
attract more and more customer’s. This will be one of the biggest advantage for the organisation
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because by doing this organisation will be able to increase the profitability in the best possible
manner. If Rowlinson Knitwear is successful in doing this than the competitive advantage can be
achieved in the effective and efficient manner.
3.2 Investigate how product, price and promotional distribution approach differs in a variety of
international context.
Marketing mix is the combination of various factors which are related to the product or
services of the organisation. This strategy help the organisations to make plans for the
customer’s and also for giving tough competition to the competitors present in the international
market. After analysing the marketing mix strategy the management of Rowlinson Knitwear can
make necessary changes in the plans and working of the international market (Newman and
Menai, 2011). The difference between marketing mix bettween local and international
organisations are mentioned below-
Factors UK International Market
Product This is concerned with the product
offered by Rowlinson Knitwear.
The major products of the
organisation are school wear and
corporate wear. The organisation
offers wide range of options in the
corporate wear for its potential
customer’s.
As Rowlinson Knitwear is
entering in various parts of the
world, so there product will be
according to the external
environment. In the global
market also the main products
of the organisation will also be
school and corporate wear.
Price The price of the product in UK
will not be very high because the
organisation is operating its
business from past many years. So
the customer’s are aware about its
product. The demand of company's
product is already high, so
organisation can keep the price
Organisation is entering in the
internatinal market, so for
covering the market
organisation can make use of
penetration price strategy. As
this will help the organisation
in attracting more and more
customer’s. This is because in
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low. the initial stage the prices will
be low, so that customer’s are
easily attracted.
Promotion Major focus of Rowlinson
Knitwear is to use new and
innovative marketing strategies.
This involves promoting the the
product on facebook, twitter and
also on other social media
websites. These strategies are
generally used to make the
customer’s aware about their
product.
Organisation can also the same
strategy for the international
market because it will help the
organisation in establishing its
business in the best possible
manner. Organisation can also
make use of pamphlets which
can be distributed to the school
going students. As by doing
this organisation will be able to
attract more and more
customer’s.
Place Organisation has various stores in
different parts of UK. The location
of the stores are decided keeping in
mind availability of the
customer’s. This means customer’s
can easily visit the store and buy
product as per their requirements.
Organisation can also open its
store in the place where
customer’s can easily reach to
buy the product. Since the
demand of the product is very
high, so can also use online
platform for selling the product
.
TASK 4
4.1 International marketing approaches
For sustain high profitability in a competitive world, every company seeks a opportunity
to enhance their product or services across the globe. However, international marketing is the
exchange across national boundaries for the satisfaction of human needs and wants. The
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international marketing approaches which benefits Rowlinson Knitwear to expand their market
globally which is described low:
Multinational : This strategy is one of the essential component for company's growth in
an international level. Under this type, companies contain branches in more than one country and
they identify or examine their roles or work accordingly (Pimenta da Gama, 2011). Along with
this, it is optional for them to follow rules and regulation which is imposed by their parent
company. IN this, company involved in a number of markets beyond home country but it needs
distinctive strategies for each of these markets because customer demand and competition is
different in each geographical region.
Global: Inn this strategy, companies invest and are present in several countries. They
provides same coordinated brand in al the markets as well s they emphasis on volume, cost
management and efficiency. Along with this, under this type , organisation treats the world as
largely one market and one source of supply with little local variation and the most important
thing is that their competitive advantage is developed largely on global basis.
Transnational : This is regarded as much more complex approaches among others. In
this, firm invested in foreign operations as well as they have central corporate facility but they
are allowed to give decision making, R&D and marketing powers to each and every company in
foreign market. Along with this, it offer centralization benefit which is provided by global
strategy along with local responsiveness peculiar of domestic strategies. It is considered as more
personalised approach to selling and marketing product and services and in targeting audience or
end users.
Meta – national : Under this approach, companies operate in new paradigm in which
they do not derive their competitive advantage from home country or from a set of national
subsidiaries. They view whole world as pocket full of technology, market intelligence and
capabilities which lead them to acquire innovative or latest technology which enable them to
accomplish higher level of profit maximisation.
The above discussed approaches of international or global marketing, Rowlinson
Knitwear can apply meta national approach as it help them to examine or determine their
opportunity or challenges in order to accomplish higher level of profitability and productivity.
Along with this, it enable them to optimum utilisation of resources for attaining profit
maximisation in an effective manner (Saungweme, Naicker and Chuma, 2010).
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There are several other approaches for international marketing which help Rowlinson Knitwear
to promote their product across the globe which is described below:
Centralised approach: This approach is managed and control by single person who will
be responsible for entire business operation and function in order to attain high productivity and
profitability ratio. In this, all decisions are taken by top management and execution process is
also by them only. However, in regard of Rowlinson Knitwear, this approach is suitable when
they trade their product or service across the globe. For e.g. Rowlinson Knitwear develops a
chain of command who provide proper guidance or direction to team members and encourage
them to put their full contribution towards attainment of goal within prescribed time limit.
Decentralised approach:Under this approach, each and every individuals is responsible
for various business operation and functions in order to accomplish organisational pre
determined goal. In regard of Rowlinson Knitwear, it is considered as effective because it arises
various issues that hinders their entire business function. For e.g. While adaption of this
approach, Rowlinson benefits by enhancement of sales growth and profit margin in an
impressive manner.
Therefore, centralised approach is more efficient than decentralised because it provides
enormous opportunity to business which lerad them to gain competitive advantage.
4.2 Comparison of home and international orientation
Home orientation International orientation
 In this, company consider similarities
between then markets and based on that
it takes corrective course of action.
 Under this, firm restrict themselves in
growing globally as they analyse their
product success in home country and
based on that they think about
expanding the market.
 It is rigid in nature as the companies
hold back themselves from adapting
 Trading or exchanging product or
services in an international environment
in order to fulfil the individual and
organisational objectives in ore than
one country.
 It enable the company to identify their
opportunity or strength or weakness in
order to expand market share globally.
 International orientation helps the firm
to implement effective business
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business risk and innovative technology
(Terpstra, Foley and Sarathy, 2012. ).
decision which arise better relationships
among various external shareholders.
 It contains several approaches which
enable the organisation to enrich their
efficiency i.e. multinational,
transnational, meta-national etc.
From the above mentioned comparison between home and international market,
Rowlinson Knitwear can follow international orientation and they can expand their product or
services in new geographical region which helps them to enrich their efficiency or proficiency
in a global level.
CONCLUSION
From the above given report it has been concluded that international market can help the
organisation in growing and expanding its business. If the organisation is successful in knowing
advantages and disadvantages of the international market than better plans can be made as per
the current market situations. The chances of risk and uncertainties can also be reduced for the
market if proper analysis of the market situation is done. This can be done by understanding the
scope and nature of the international market. Competition level can be faced by the organisation
in the international market and competitive advantage can also be achieved. By using marketing
mix strategy for the international market organisation can also introduce a new product in the
systematic manner. As with the help of this strategy each and every aspect of the product and
market conditions can be known. There are various ways for entering into the international
market. Organisation can choose the best way by evaluating the market. This will also depend
upon the type of product organisation is dealing with. If every plans and strategies are made in a
systematic manner than goals for the international market will be achieved in the effective and
efficient manner.
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