International Marketing Strategies

This assignment delves into the world of international marketing. It defines the scope and concepts of international marketing, highlighting the benefits for companies seeking to expand beyond their domestic markets. The document outlines various marketing strategies for entering international markets, discusses different routes for market expansion, and provides a framework for selecting suitable global markets.

International Marketing

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK...............................................................................................................................................3
P1 Scope and key concepts of international marketing..............................................................3
P2 The rationale for an organisation who want to market internationally and describe the
various routes to market they can adopt......................................................................................4
P3 Evaluate the key criteria and selection process to use when considering which international
market to enter.............................................................................................................................4
P4 Explain, using examples, the different market entry strategies, including the advantages
and disadvantages of each...........................................................................................................6
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
International marketing is the another name of global marketing, this is refer as to do the
business at international level or the firm is expanding their business at global level, this is
currently based on the strategies which are created in the home country and distributed to the
other affiliations (Papadopoulos and Heslop, 2014). The present report is about Marks and
Spencer, which is a British Multinational company, deal in relating of clothings, and they were
founded in 1884 by Michael Marks and Thomas Spencer. This report will going to emphasize on
the scope and concept of international marketing along with the rationale of the chosen
organisation and the different routes for them to do business at global market. In addition with
this, the selection process which is use to enter in which international market along with the
different marketing strategies with their benefits and drawbacks.
TASK
P1 Scope and key concepts of international marketing.
The international marketing is the concept to undertake the activities of marketing in
more than one country. This is very similar to global marketing, i.e. designing the marketing mix
globally and customizing it according to the taste of peoples of different nations. This is all about
gaining the competitive advantage. The scope of international marketing has grown widely than
it was in the past, this has earned a great scope in today's life. Advertising and promoting any
product at global level is rising up many countries like Indonesia, China, Brazil, etc., in the form

of new markets (Vellas, 2016) . The scope of International marketing can also be explained
better by following points, which are given below -
1. Export : This is the function of international firms in which the goods which are
produced by the firm of one country are transport to the another country for increasing
the sale.
2. Import : The goods and services are brought into the country from another country for
selling the products.
3. Re-export : This is about the import of semi-finished goods, further processing is done
and then export of finished goods.
4. Management of international operations : Operates the marketing and sells in abroad,
along with this the operations and practices of other multinational companies are monitor.
P2 The rationale for an organisation who want to market internationally and describe the various
routes to market they can adopt.
The main purpose of Marks and Spencer is to serve as general store which caters for the
middle class to lower-upper class. M&S is trying to produce the goods with best quality such as
food, clothing, home products which will provide the best services. They have the rationale of
expanding their business and want to increase their sales and profit margin by marketing the
business internationally (Morschett, Schramm-Klein and Zentes, 2015). The Various different
routes which the organisation can adopt to market their business internationally are as follows -
 Franchising is the best way to market the business at global market.
 Direct exporting is the most common way to market the business internationally.
 Partnership up, by getting the partner in an foreign country which will help to market the
business in international market.
 Joint Ventures, in which the companies stay separate but work in collaboration for getting
success in the business.
 Licensing is the easiest way to market the business in global market.
 Market the business by just buying a company (Jean and et. al, 2016).
 Acquisition is the best way to market the business.

P3 Evaluate the key criteria and selection process to use when considering which international
market to enter.
Currently, the firm Marks and Spencer is headquartered in London, UK and wanted to
expand their business in international market by the joint venture route in Greece. Therefore,
they will use the selection process for which country they want to enter, the steps are as follows -

1. Country Identification – The first step is to identify the country in which the firm wants
to enter. This step is all about having an overview of the country in which the firm wants
to enter. For example- M&S will identify Greece.
2. Preliminary Screening – This is the second step of the international market entry
evaluation or selection process, in which the one will give a serious look on the score,
weight, rank of the country along with their macro-economics factors such as exchange
rates, level of domestic consumption, currency stability, etc. of the country in which the
firm want to enter for marketing their business in global market (Morschett, Schramm-
Klein and Zentes, 2015) .
3. In-depth Screening – At the third step of the selection process, it is necessary to find and
gather the detailed information about the target market which is obtained so that the
marketing decisions can be correct and accurate (The International Market Entry
Evaluation Process, 2019) . Now the on e can deal with micro economic factors as well
as local conditions like marketing conditions in respect to the marketing mix.
4. Final Selection – At this step the final selection of the nation has been done, and now the
firm will look for the strategic goals of the nation and the close rivals which have enter to
that nation. Also the final scoring and ranking is done upon the focused criteria.
5. Direct Experience – At this step, it is the duty of the manger of the firm to go and analyse
the market culture of the nation in which they are getting enter to market their business,
they should go and experienced personally so that they can enter their product and
services in that country.
P4 Explain, using examples, the different market entry strategies, including the advantages and
disadvantages of each.
Market entry strategies is a type of planned methods which is used to deliver the goods
and and services to the target market and distribute them there. The different type of market
strategies are as follows -
1. Exporting : This is the most traditional method of operating then business in
international market (Skarmeas, Zeriti and Baltas, 2016). This is the process of marketing
good and services which are produced in one country and deliver to another country. For
example – British American Tobacco, Johnson Matthey, etc.
Advantages Disadvantages

In exporting manufacturing is home based and
it is less risky. Reduces the potential risks of
operating overseas.
The main disadvantage of this is that one can
be the kind of overseas agent and so the lack of
control has to be the weighed against the
advantages.
2. Franchising : the Franchising is the process of using the successful model of another
firm, in this the franchisor allow the operator or franchisee to use the trademark of any
supplier and distribute their goods (Samaha, Beck and Palmatier, 2014) . For example –
Starbucks, McDonald's.
Advantages Disadvantage
This have the freedom of employment. Proven
trade mark and reduces the risk of failure.
In this, the main disadvantage is that the
contract may protect rights of franchisor only.
Franchisors do not fulfil the initial
undertakings.
CONCLUSION
From the above mentioned report, it has been concluded that International marketing is
very beneficial for the companies as the firm realize that their target market is limited if they just
focus on their market. This is stated that if a firm thinks globally then it looks for the overseas
opportunities to enhance the market share and customer base. In the above report, the scope and
concept of international marketing is stated very effectively along with the marketing strategies
to enter in international market. In addition with this the different routes are also explained which
will help the firm to enter in international market easily. At last the selection process to select in
which global market the firm have to enter is also been described in very effective manner.

REFERENCES
Books and Journals
Papadopoulos, N. and Heslop, L. A., 2014. Product-country images: Impact and role in
international marketing. Routledge.
Vellas, F., 2016. The international marketing of travel and tourism: A strategic approach.
Macmillan International Higher Education.
Morschett, D., Schramm-Klein, H. and Zentes, J., 2015. Strategic international management (pp.
978-3658078836). Springer.
Skarmeas, D., Zeriti, A. and Baltas, G., 2016. Relationship value: Drivers and outcomes in
international marketing channels. Journal of international marketing. 24(1). pp.22-40.

Samaha, S. A., Beck, J. T. and Palmatier, R. W., 2014. The role of culture in international
relationship marketing. Journal of Marketing. 78(5). pp.78-98.
Jean, R. J. B. and et. al., 2016. Assessing endogeneity issues in international marketing
research. International Marketing Review. 33(3). pp.483-512.
Online
The International Market Entry Evaluation Process. 2019. [Online]. Available through:
<https://www.marketingteacher.com/the-international-market-entry-evaluation-
process/>