MARKETING INTERNATIONAL

Marketing International

Table of Contents
Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Introduction to the organisation..............................................................................................1
Use a range of sources to defines international marketing and main difference to local
marketing................................................................................................................................1
Assess the scope and key concepts on international marketing.............................................2
Explain the rational for an organisation to want to market internationally............................3
Describe the various international marketing entry routes.....................................................4
Evaluate the key criteria and selection process that the company use when enters in
international market................................................................................................................5
Defines and explain the market entry strategy.......................................................................6
Conclusion and recommendation on how and why the company enter in international market
................................................................................................................................................7
Explain the difference between global and local marketing..................................................8
How does the product, pricing, promotional and distribution approach different using a
variety of international markets?............................................................................................8
Explain and analyse the various international marketing approaches....................................9
Compare home and international orientation and ways to assess competitors......................9
Recommendation to the company........................................................................................11
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13
APPENDICES...............................................................................................................................15
PESTLE analysis..................................................................................................................15

INTRODUCTION
Marketing international defines the global marketing that includes the large scaling of
worldwide commercial advantage as from the operational differences and reconciles the
difference and similarities in terms of opportunities to attain the objectives at international level.
There are a lot of companies that wants to expand their business in order to make the profit and
also increases the loyal customer base all across the globe (Armstrong, 2018). In this the
different organisation must implies different techniques, approaches, strategies and tactics within
the business to enhance the economy of scale. This report is based on “the little bread pedlar
company”| that was founded in the year 2010 by Nichola Gensler and Martin hardiman and
having the headquartered in London, UK. They were creating the best bread, brownies and
pastries and always try to bring nuance in their products by which customer always get attracted
with them. This report includes the different scope and key concept of international marketing
and different routes that helps them to entre in global market.
MAIN BODY
Introduction to the organisation
The little bread pedlar company has started their business that is dependent on the railway
arches of London as from the coolest winters with a lot of cycles and covers the hundreds of
miles with two dogs and cats. They will deliver the artisan of pastry and bread and pursue the
business by ever changing the best products and set the standard services in the market. Provide
the truest and tasty products by adding suitable and required ingredients and having the
independent restaurants and cafes also supply their services on wholesale as well. They deliver
the services from electric vans and chose the efficient routes by protecting the environment from
pollution (Berman, 2018). Also distribute the products to the friends or the needed one and make
their contribution by serving the people. The founders were make the maverick pastries that will
be continue till today as well. They use the leisure butter and best flour that is shipped from the
cans and ship ton mills and they are the best food producers of London.
Use a range of sources to defines international marketing and main difference to local marketing
As per the marketing association of marketing the international marketing is based on the
integration of the different goods and services that are linked all together and its profit s gained
by both the customer as well as companies too. The little bread pedlar company will successful
1

enter in the global market by measuring the different advancement that has been gained by the
business while entering in wider market.
There are some difference between Domestic and international marketing
Basis International marketing Domestic marketing
Meaning It is the marketing in which the
product and services will be
transferred to the various countries
in order to gain maximise profit.
It is a kind of marketing in which
the business will be operated
within the boundaries of the
nations and get in the higher sales
in the particular market.
Vicinity served In this the company will target the
customers that belong from all
across the globe (Bocconcelli,
2018).
In this the company will target the
local audience and provides the
products as per their convenience.
Involvement of
government
In the international marketing the
interference of the government is
quite more and they record all the
transmission as well.
In the domestic marketing there is
the involvement of the local
government only.
Market enclosed It covers the different marketing
strategy that is more useful to gain
sustainability.
Domestic market covers the small
as well the local market only.
Industry
operations
In this the company will operate
different function as per the design
of global market.
In this the company provides the
products as per the need of local
market (Mathews, 2019).
Capital
prerequisite
In this business need the higher
capital in order to manage the
different operation.
In this small amount of capital is
required to manage the business
operation.
Assess the scope and key concepts on international marketing
International marketing has the broad category in which there is the transportation of the
large number of products and the services in term of satisfying the need and demand of the large
2

number of customers. There are some different scopes of international marketing that are as
defined below as:
 Import- In this “the little bread pedlar company” will purchase the different needed
ingredients as from outside the country to provide the best and unique taste to the
customer by which they keep attractive within the company (Christofi, 2018).
 Export- In this “the little bread pedlar company” will sale their products and services
to different countries and it helps to make the better share with more profit sales.
 International operations and management- In this the different operation of the
business will get enhanced and make the quality services that helps and support to
manage the different operation within the company or at universal level.
 Joint venturing- In this “the little bread pedlar company” will make the collaboration
with the other business in order to expand their business and also improvise the
resources of the business that helps to make better advantage from the competitive
market.
Thus in this “the little bread Pedlar Company” will uses the international marketing to
increases the market share (Neubert, 2018). It helps to manage and provide the most delightful
and delicious pastry and bread by which they have gain more opportunity in the global market. It
helps to provide the goods by making and following all the ethical and legal formalities by which
more and more people uses their services.
Explain the rational for an organisation to want to market internationally
“The little bread Pedlar Company” is more rational and wants to expand the business to gain
the better advantage and profit to improvise the profit ratios by which the customer base will get
improvised and the sale of the products will get increased. With the help of this the company
could understand the need and demand of the customers by which they satisfy the need and
demand of the customers (De Mooij, 2018). The management department has more concern and
that business gains higher sales that are as explained as:
 Improves in profits- The management of “The little bread Pedlar Company” will try to
convince the customers that their products and more health and good for their health
with that they also get better taste as well. It helps to develop more sales and enhance the
profit ratio as well in global market.
3

 Economy of scale- As per the difference between the labour cost of London and German
the labour of German will work with lower cost that is beneficial impact for the company
and reduces their manufacturing cost.
 Innovation-It includes the betterment of the resources by adding different uniqueness
and thus manage of new products will be carried out by which the sales will get
increased.
 Improvement in organisational sales- “The little bread Pedlar Company” must
manages the better channel to manage the flow of the products and services by which
they could attract more customers and it helps to improve the sale of the company
(Heggde, 2018).
There are some challenges as well that is faced by “The little bread Pedlar Company” and that
are as defined below as:
Economy at global level- It has direct impact on the different business that are operating
their trade on international market as it includes the tax rate that is varied as per country to
country.
Tariff barriers- It includes the custom tax and different service charges that has been
given by the “The little bread Pedlar Company” while making the import of export. In this they
try to balance the effectiveness of payment rates as compared to the foreign exchange charge.
High competition- By expanding the business on international level “The little bread
Pedlar Company” faces a lot more competition that has direct impact on the sale as it gets
diversified (Torkkeli, 2018).
Describe the various international marketing entry routes
“The little bread Pedlar Company” follows the different pathway and routes to get enter
in the international marketing and it help to make the valuable advantage while expanding the
business. There are some different ways by which they get enter in international market that are
as defined below as:
 Exporting- In this the company will start selling their products to the other countries as
from the different medium as like shipping, airlines and many others as well. It emphasis
the working style of the company as they get enter in newer market and start
manufacturing the products as per their suitability.
4

 Licensing- It is the agreement that has been made by the “The little bread Pedlar
Company” with some other organisation and that is adopted to take the better utilisation
and making of the resources by which the assets of the business will get increased (Hult,
2018). It helps to attract customers that are from different countries and supports to
emphasis sales.
 Joint venturing- It is most effective route that is used by “The little bread Pedlar
Company” in order to make partnership with other known organisation. It helps to
increases the market share and its profit will also get divided as per the share ratio.
 Franchising- It is also be the route to get expand the business and it includes the usages
of intellectual property by which the company could use the brand name and image of
other recognised organisation.
In this “The little bread Pedlar Company” could uses the joint venture as they has the best
and tasty bread and pastry thus they get linked with the bakery by which they will provide more
diversified services to the customers. It has more flexibility and easy to manage thus it is more
suitable for the business (Leonidou, 2018).
Evaluate the key criteria and selection process that the company use when enters in international
market.
There are some key criteria and selection process that is followed by the “The little bread
Pedlar Company” by which they select the validate country for themselves in order to perform
the international marketing. There are some key criteria that are as defined follow as:
Analysis of market- In this the “The little bread Pedlar Company” perform the complete
investigation and by this they could know more about the different factors that has both adverse
and diverse impact on the business (Hüttner, 2018). They must perform PESTLE analysis that
helps to know about the macro environmental factors that affects performance of business.
Supply channel- It helps to provide the speedy delivery to the customers by which they get
services on time by which the supply network keeps on increasing by which more effective
outcomes will be achieved.
Competition analysis- It is an analysis through which “The little bread Pedlar Company”
could know about their competitors that works with same business. It is more helpful to know
about the surround that has more successful impact on the growth of the business.
5

Monitoring the demand- In this “The little bread Pedlar Company” will monitors and
analyse the demand of the market and then make the supply as per the requirement.
The market selection process of “The little bread Pedlar Company” is as follow:
 Marketing objective- The objective is to get better advancement while expanding the
business at global level. The little bread Pedlar Company has worked with the specified
range of objectives so as to gain the 30% sales within the upcoming 6 months of time
period.
 Parameters for selection- The business must get confirmed that they get the adequate
supply of different ingredients that are used to make the several products of bakery. The
little bread Pedlar Company must have chosen the selective ingredient that is healthier for
the customers and with that their consumption also get enhanced (Singh, 2019).
 Preliminary screening- In this the different decision will be taken that is in the favour of
the company. It helps to make selected changes that help to gain the better competitive
advantage for the marketplace.
 Short listing of market- In this the company decide the market that is more same as their
business. The little bread Pedlar Company must get short list the market and then choose
the most appropriate places such that company select the place from where more sales
will get enhanced.
 Evaluation and selection- In this the different enlisting will be sorted by which they gain
higher profit (Kingsnorth, 2019). In this The little bread Pedlar Company have select the
better selection of strategy by which more and more customer get attracted towards the
business for longer period of time.
 Commercial production-In this goods and services will be developed that has more
favoured outcome and brings more positive balance within the business. The little bread
Pedlar Company has managed the production rate by removing the certain losses that
helps to make more profit.
Defines and explain the market entry strategy
There are some different strategies that are implemented by “The little bread Pedlar
Company” to get enter in German to expand their business.
6

Licensing
Advantage Disadvantage
It has more opportunity for the business and quite more
simple as well to understand thus more helpful impact
on the business (Bowen, 2019).
The market competition is very much high thus it is not
easy to get too licensed from recognised organisation.
Exporting
Advantage Disadvantage
It will increase the economic scale of the company and
the country as well as they gets the achieved better
heights in international market.
There a lot of rules and regulations that must be
followed by the company and it reduce the profit share
of the company.
Franchising
Advantage Disadvantage
It is more related to the expansion of profit and in this
business easily covers the newer market (Leonidou,
2018).
The initial investment is much larger and they have to
follow a lot of legalities by which that is more complex
and time consuming.
Joint venture
Advantage Disadvantage
It has more benefits as the risk and return will get
equally shared and has more simple structure as well.
It is more necessary that right strategy will be
implementing at right time otherwise huge loss will be
bear by the company.
Conclusion and recommendation on how and why the company enter in international market
It has been summarised from the above analysis that “The little bread Pedlar Company”
expand their business in German and for that they could operate the business with the help of
joint venture. It imparts more favourable conditions for the business and they get sufficient time
to know more about the newer international market. There are some recommendations that are as
defined below as:
 The profit will must be more clearly distributed between both the parties.
 There are different strategies that are implemented within the business that is
developed by the mutual understanding (Sapouna, 2018).
7

 The market condition also get analysed by which appropriate preference will be
provided to the customers.
Explain the difference between global and local marketing
As the business will get more enhanced by which they must get analysed the different
operations that has positive impact on the performance of the company (Li, 2019). In this the
global market provides the appropriate path to the business by which they get satisfies the need
and demand of large number of customers. There are different operations that is needed to get
analysed the behaviour of the market in order to integrate the performance and productivity of
the business. It also helps to enhance the capital and goodwill of the company by which they get
more benefit. In addition to this local marketing, is the one that has limited range to offer the
better services to the small area? In this they provide the services to small scale but the low
investment could affect the image and branding of the company. It also generates the lower sales
as well and works with more restriction could also affect the performance of the company.
How does the product, pricing, promotional and distribution approach different using a variety of
international markets?
There are some of the different strategy that is used by the “The little bread Pedlar
Company” while expanding the business in international market. There are some of the different
aspects by which they could follow the different marketing strategy that has more positive
impact on the performance of the company (Madura, 2020). The product, price, promotional and
distribution could be used to get the profitable outcomes within the timely manner. In this “The
little bread Pedlar Company” could uses the promotional policy and by which they could
influence the buying behaviour of the customers. It is must necessary that customer get to know
about the new services that are served by the company and by this only they could purchase the
different products of the business. Whereas, on the other hand the there are some of the different
distribution channel by which the company maintains the supply chain by which they could
offers the product and services to the customers at more larger level. It is more important for the
company to provide service on time by which the continuation will get maintained.
Explain and analyse the various international marketing approaches
There is some different approaches that are used by the “The little bread Pedlar
Company” to gain higher efficiency in order to enhance the business size and scale. There are
8

some of the objectives of the business by which they could generate more information about the
market operations that are as defined below as:
Centralised approach- As per this approach the “The little bread Pedlar Company” will
make their decision that is generated from the higher authority of the business. There are
different task that are used to get performed within the business by which they gain the higher
standard in international level (Leonidou, 2018). It is important for the business that strategy will
get balanced within the effective manner as to impart more accuracy.
Decentralised approach- It is the approach in which each of the department will develop
their own strategy to emphasis the result of their own department. In this the different department
of “The little bread Pedlar Company” will make their decisions to focus on the different
achievable outcomes that are beneficial for the company. They get motivate the different aspect
by which they develop innovation and creativeness to attain higher achievements.
Compare home and international orientation and ways to assess competitors
The businesses will get operates within the different motives and to accomplish that they
offer the different services and products to the large number of customers (Misirlis, 2018). The
different offered products will be based on the different taste and the markets preference by
which they get satisfy the requirement of the customers. The marketing orientation of
international level is based on the acceptance and the attitude of the different behaviour of the
market. The company try to get analyse different strategies and tactics that are in the favour of
company. There are different kinds of orientation that are as defined below as:
 Ethnocentric orientation: It is a kind of orientation in which the company developed and
designed the different policies that are to get supportive outcomes within the country and
other subsidiary also followed them. As from this the subsidiary didn’t get the authority
to fulfil need of customers. Thus they make different strategies and policies that are more
capable and in favour for the company (Cassetta, 2020).
 Regiocentric orientation: In this the business find the match as per the economic,
regional, ethnic and other bases to provide relative services. It helps the company to
provide the appropriate products within the required regions.
 Geocentric orientation: In this the global market is considered as one and in this they
could develop different policy and strategy that is develop to fulfil the demand and
9

requirement of the customers. In this the company must analyse the market first before
expanding the business to get the effectual outcome from the expansion (Sapouna, 2018).
 Polycentric orientation: It is the orientation in which the company could change the
different policy in international market as per the need of customer. It is used to satisfy
the requirement and to maintain the focus on the need of the business. In this the
managers takes the fast and quick decisions that is useful to make better sales in the
aggressive market.
Basis Home orientation International orientation
Insight of market It is the orientation that is based on
the different similarities of the in-
house and the internal market by
which the better expansion will be
created (Morgan, 2018).
In this orientation the overall globe
will be measured as the solitary
market.
Policy to be
adopted in
market
In this the on time used strategy of
domestic market will be used.
In this company must use the
standardised strategy as they have to
formulate the strategy as per the
newer market.
Merits They use the lesser amount of
funds and it also manages with the
lesser efforts as well.
In this the wider market will be larger
economy of scale will be achieved.
Demerits The measure disadvantage is that
they get the less expand and it is
very much limited.
Different approaches and fitting
strategy will be used as per the varied
market (Bowen, 2019).
Recommendation to the company
Multinational orientation: It is the orientation that is managed by the large organisations
and known as the large polycentric oriented which is consist with the ethnocentric orientations as
in this The little bread Pedlar Company have uses the similar products and services and with that
same marketing strategy as what they have done in the domestic market (Sapouna, 2018).
Transactional orientation: It includes the description as in this The little bread Pedlar
Company has uses the marketing that is more based on the sales orientation by which the need of
10

the customer get satisfied and fulfil with more efficiency. It has been used to maintain the
straightforward focus on the different problems by making more advantages in systematic
manner.
It has been recommended that different orientation approaches will be there in the
international market. In this “The little bread Pedlar Company” will uses the ethnocentric
approach in order to expand their business in the newer market of German. It is because they
have the better management of the policy and strategy with more effectiveness. It helps to
manage the equilibrium condition in both national and international operations (Basle, 2018).
The preference of the customer will be same as they also like the bakery products that are tastier
and it is favour of development of the business. The little bread Pedlar Company has been used
the transactional orientation that helps to gain the better advantage while expanding the business
and in this they have work to reduce the different redundancy of the business by satisfying the
need of the customer in addition to solve the different problems with more specifications that
helps to make the strong relationship with the customers.
11

CONCLUSION
It has been concluded from the above report that the business must expand their business
by measuring the appropriate impact of the different environmental factors. In this the company
must match their needed affects that is helpful to manage the international marketing with lot
more success. It has been notices that company gets the better sale if they analyse the market
with more sufficiency knowledge and provide the proper supply to provide products on
continuous process.
12

REFERENCES
Books and Journals
Armstrong, G.M. and et. al., 2018. Marketing: an introduction. Pearson UK.
Berman, B. and Thelen, S., 2018. Planning and implementing an effective omnichannel
marketing program. International Journal of Retail & Distribution Management.
Bocconcelli, R. and et. al., 2018. SMEs and marketing: a systematic literature review.
International Journal of Management Reviews, 20(2), pp.227-254.
Bowen, R., 2019. Motives to SME internationalisation. Cross Cultural & Strategic Management.
Christofi, M. and et. al., 2018. Customer engagement through choice in cause-related marketing.
International Marketing Review.
De Mooij, M., 2018. Global marketing and advertising: Understanding cultural paradoxes.
SAGE Publications Limited.
Heggde, G. and Shainesh, G. eds., 2018. Social media marketing: Emerging concepts and
applications. Springer.
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.
Hüttner, M., 2018. Marketing-Management: allgemein-sektoral-international. Walter de Gruyter
GmbH & Co KG.
Kingsnorth, S., 2019. Digital marketing strategy: an integrated approach to online marketing.
Kogan Page Publishers.
Leonidou, L.C. and et. al., 2018. International marketing research: A state-of-the-art review and
the way forward. In Advances in global marketing (pp. 3-33). Springer, Cham.
Leonidou, L.C. and et. al., 2018. International marketing research: A state-of-the-art review and
the way forward. In Advances in global marketing (pp. 3-33). Springer, Cham.
Li, R., Liu, Y. and Bustinza, O.F., 2019. FDI, service intensity, and international marketing
agility. International Marketing Review.
Madura, J., 2020. International financial management. Cengage Learning.
Mathews, S.W. and et. al., 2019. Risk perceptions in Japanese SMEs: the role of Internet
marketing capabilities in firm performance. Journal of Strategic Marketing, 27(7),
pp.599-611.
Misirlis, N. and Vlachopoulou, M., 2018. Social media metrics and analytics in marketing–S3M:
A mapping literature review. International Journal of Information Management, 38(1),
pp.270-276.
Morgan, N.A. and et. al., 2018. Marketing capabilities in international marketing. Journal of
International Marketing, 26(1), pp.61-95.
Neubert, M., 2018. Internationalisation behaviour of small and medium-sized enterprises from
emerging markets: implications for sustainability. Latin American Journal of
Management for Sustainable Development, 4(3), pp.226-238.
Sapouna, P. and et. al., 2018. Market withdrawal, international orientation and international
marketing: Effects on SME performance in foreign markets. In Advances in Global
Marketing (pp. 281-303). Springer, Cham.
Sapouna, P. and et. al., 2018. Market withdrawal, international orientation and international
marketing: Effects on SME performance in foreign markets. In Advances in Global
Marketing (pp. 281-303). Springer, Cham.
13

Singh, S. and Dhir, S., 2019. Structured review using TCCM and bibliometric analysis of
international cause-related marketing, social marketing, and innovation of the firm.
International Review on Public and Nonprofit Marketing, 16(2-4), pp.335-347.
Torkkeli, L., Nummela, N. and Saarenketo, S., 2018. A global mindset–still a prerequisite for
successful SME internationalisation?. In Key success factors of SME internationalisation:
A cross-country perspective. Emerald Publishing Limited.
Leonidou, L.C. and et. al., 2018. International marketing research: A state-of-the-art review and
the way forward. In Advances in global marketing (pp. 3-33). Springer, Cham.
Cassetta, E. and et. al., 2020. The relationship between digital technologies and
internationalisation. Evidence from Italian SMEs. Industry and Innovation, 27(4),
pp.311-339.
Bowen, R., 2019. Motives to SME internationalisation. Cross Cultural & Strategic Management.
Sapouna, P. and et. al., 2018. Market withdrawal, international orientation and international
marketing: Effects on SME performance in foreign markets. In Advances in Global
Marketing (pp. 281-303). Springer, Cham.
Basle, N., Tominc, P. and Korez-Vide, R., 2018. The impact of market knowledge on the
internationalisation of small and medium-sized enterprises in Slovenia. European Journal
of International Management, 12(3), pp.334-350.
14

APPENDICES
PESTLE analysis
It is an analysis that is define the external factor and has the direct impact on the working
performance and productivity of the business and also known as the macro environmental factors
and is as defined below as:
Political: It is the factor that plays the vital role and has direct impact of “The little bread
Pedlar Company” and affects the long term profitability. The company wants to expand the
business at newer market and thus has affected by the systematic risk while entering in other
market but the UK marker is more stable and with this have support the intellectual property and
also favoured the trading partners.
Economic: It includes the factor as inflation rate, interest rate, saving rate and has direct
impact on the competition norms as the “The little bread Pedlar Company” has contribute
towards the growth rate with that the company have acknowledge the demand of the customer
first and then make the innovation by managing the labour cost and the productivity.
Social: The people are more likely towards the bakery product but with same have shift
towards the healthy diet and for this “The little bread Pedlar Company” has uses the different
ingredient in the product that are more healthy and tasty as well.
Technological: It provides the better support to make the certain relationship with the
customer and in this “The little bread Pedlar Company” uses the digital platform and social sites
to make the effective relationship with the customers at newer market and spread more
awareness about their presence that helps to attain the attention of the larger number of
customers.
Legal: It includes the laws of government that is developed to procure the customer and
in this “The little bread Pedlar Company” has added the limited amount of ingredient and that are
same what is printed by which t he customer makes the reliable connection with the company.
Environmental: In consideration of this “The little bread Pedlar Company” has used to
protect the surround with this have make the certain changes and didn’t uses the plastic bags in
packaging and also maintain the record on the software rather than paper work.
15