International Marketing Strategies & Case Studies

This assignment delves into the complexities of international marketing by examining various strategies employed by firms in a globalized marketplace. Students are tasked with analyzing case studies of both successful and unsuccessful international marketing ventures, evaluating the factors contributing to their outcomes. The assignment encourages critical thinking about the challenges and opportunities inherent in adapting marketing strategies to different cultural contexts, regulatory environments, and consumer preferences.

INTERNATIONAL MARKETING

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Scope and concepts of international marketing.....................................................................1
P2 Rationale which help to grow the international market and its routes...................................2
TASK 2............................................................................................................................................3
P3 Selection process and key criteria to enter in international markets......................................3
P4 Different market entry strategies and their advantage and disadvantages.............................4
TASK 3............................................................................................................................................5
P5 Global vs local debate argument overview............................................................................5
P6 Difference in the international product, pricing, promotion and distribution approach.......7
TASK 4............................................................................................................................................8
P7 Different approaches of international marketing...................................................................8
P8 Comparison of local as well as international market competitors.........................................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................12

INTRODUCTION
This report introduces the various method of international marketing to explore the
market of Marks and Spencer's for competing other firms in the market. The introduction
includes the scope and key concepts which use in international markets. There is also a rationale
for Marks and Spencer's to describe the different routes and methods for the marketing strategies
in international market. The criteria of business and their selection process is also very well
introduced to enter the market segments. The different market strategies and plans for business
and their advantage and disadvantages also given with examples. There is an overview upon
global and local debates with arguments. The product pricing, promotions and distribution with
different approaches in a variety of international contexts. The approaches of international
marketing and methods are also very well analysed to explain the market position. There is a vast
evaluation and difference between local or domestic business and international businesses to
asses the competitors outlining and implications of each approach, which define both of them in
every conditions in a business with basis.
TASK 1
P1 Scope and concepts of international marketing
The effective change in globalisation and global markets is become trendy and an
international platform for competitors. They all are competing their products and services in the
market. Marks and Spencer is trying to attract their customers from approaching the international
market platform. This step towards international market help them to increase their market value
and a better exposure of their products and services (Hoppner, Griffith, and White, 2015). This
will also help them to analyse their performance, ability and capability to ensure their position in
the current market. The main concept of increasing market abilities is to identify the current
condition and the future market trends which help them to make appropriate strategies and plans
for assuring the demand and needs of a customer. The global customer demand is going high day
by day and companies are making their plans to achieve it first. There are some strategies and
plans to achieve the global market demands of international standards.
1. Focus of the company towards foreign market
2. Plan and guidance for increasing sales towards foreign market
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The changes and variations in the internal and external environment of Marks and
Spencer will affect their performance and development on international phase. The scope of
international markets are major types of:
Imports
Import is very easy to use in terms of international marketing. This process includes the
importing from any other country and selling them in the domestic markets. This procedure is
essential when the demand in domestic market is relevant according to the products and services
which company is importing from the country. Marks and Spencer can also use these goods to
fill the needs of local market.
Exports
Exporting is a way from which the company can sell its developed products to the
international markets or the franchises of the firm to sell the services and products to their local
authorities which help to generate huge revenue for Marks and Spencer (Beck, Chapman, and
Palmatier, 2015).
Joint venture
Joint venture is where two companies mixed up for entering in potential markets. The
profit and losses, investments etc. are decided earlier for a specific time period. Joint venture
help two companies for approaching in the international and foreign markets.
Owned manufacturing
Owned manufacturing is related to the companies who manufacture their own products
and services which help them to improve their quality. The organization can use this function for
selling its products within the state or country and also export nearby nations.
P2 Rationale which help to grow the international market and its routes
The organizations' growth is depended on its plan and strategies to take a place in
international market. This will help the company to make a positive environment and will
develop and improve the production and profitability of the company. Marks and Spencer can
increase their market share with the help of these policies and strategies towards the global
market. The company will also adopt the approaches which help them to enter the international
market and such kind of approaches also give an idea to evaluate their position in the market on
international level. To enter in an international market, company would require some information
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about customer from different culture and nations to accomplish their needs and demand. Here
are some basic techniques to meet the customer satisfaction level and their requirements.
Social media
Social media is a great platform to evaluate the effectiveness and requirements of any
market. Social media accomplish the target of meeting local and foreign customers from all over
the world, which help companies to design and develop their products and services according to
the need of market and customers (Henseler, Ringle, and Sarstedt, 2016). This platform is also
useful to know the different culture, country and taste of customers.
Print media
Media is a platform where company can advertise its products and services to reach the
maximum number of customers and provide them information. Print media includes magazines,
newspaper and books which attract so many customers with a wide range. Print media has a
great command on the areas, where social or electronic media can't even think to reach.
Electronic media broadcast
Electronic media includes the advertisement which are displayed in TV, radios or any
other electronic device to attract the customer attention towards organization. These electronic
broadcasts have number of devices which is used by people and it's an easy way to provide
specific information about the product and services of Marks and Spencer.
TASK 2
P3 Selection process and key criteria to enter in international markets
Marks and Spencer have to consider a different type of key criteria and also make
policies and strategies with selecting appropriate one for the marketing strategy of the
organization in international level. The organization criteria will help it to develop new strategy
and market plan process to compete the market respectively. Selection process is so important
that it helps organization to handle the international market with managing their efficiency and
effectiveness. Here are some selection processes mentioned below for the consideration of Marks
and Spencer:
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Identification of country
Identification of country will help Marks and Spencer to analyse the economic
conditions, culture and social facts, which can affect the penetration of market for the respective
firm. This process is sometime so easy and many times, take a long period to evaluate the
country analysis (Qiu, 2014).
Preliminary screening
Preliminary screening process helps company to get a detailed analysis of some factors
such as economic growth rate, currency stability, exchange rates, consumption level and the
capacity of people to purchase products and services in the nation. This will also help company
to know its cost and investments regarding this process in the nation.
In depth screening
This process helps in finding the essential factors which are considered for the company
to find feasibility of the penetrated market in the nation. The analysis of macro and micro
environment factors aids in considering a plan or strategy to decide the market and targeted
nation. The level of approaches also help to grow the international market for the respective
country.
Final selection
The final selection process includes the shortlisted factors which helps the Marks and
Spencer's management to select an appropriate company. The assessment managers of the firm
also evaluate the nearest competitors and their marketing strategies to make their own plans to
meet the demands and requirements of a customer. The official managers also visit the company
to measure the present trade environment and conditions.
P4 Different market entry strategies and their advantage and disadvantages
Marketing strategies and plans are developed by the market manager of the company to
manage the country and customer requirements respectively. Such kind of strategies helps the
company to get stability in them and the penetration for the existing market. Marketing strategies
and plans help to improve the essential decisions made by the managers for contribution towards
the international marketing business (Poulis, Poulis, and Plakoyiannaki, 2013). There are so
many strategies to enter a market which is related to Marks and Spencer's to grow their needs
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and satisfy customers in a domain country. Here are some advantage and disadvantages of
marketing strategies is given below:
Advantages
 Marketing strategies increase the customer awareness towards the services and
products offer by the company (Aiqi, and Lianxi, 2017). This will help the
organization to sell its quality products to the customers and also in the host firms.
Marketing strategies make a consumer base which help them to understand the
needs of customers and contribution towards products and services. This will
increase the revenue and development growth for the respective organization.
 Such type of strategies by managers ensures the availability of products and
services consistently for Marks and Spencer's. This will help them to increase
market sales and profitability of the company. The improvement makes
manufacturing process more developed and efficient. These strategies improve
the brand image of firm.
Disadvantages
 Sometimes, the advertisement creates a negative impact on customers such as
irritation, frustration and negative thoughts towards the brand. This hinders the
scope of any marketing company.
 The inappropriate and negative strategies take by the marketing managers also
affect the brand image and goodwill of the company. This will reduce the market
share and become a loss for the firm in terms of customer satisfaction and
potential. The ineffective things can also ban the company products and services
and will decrease the revenue.
TASK 3
P5 Global vs local debate argument overview
There is a difference between local and global market for Marks and Spencer's, which
can easily affect the position of the company in market and its presence (Turnbull, and Valla,
eds., 2013). The firm is assured about the requirements and demands of local customers but there
is an uncertain condition between customers and company in terms of demands and
requirements. Such type of conditions is solved by the marketing managers to keep the market
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position up and growth of its nation. Here are some arguments which describe the debate and
difference between local and global market:
Services
In the global market Marks and Spencer's provide the best products and services for all
the business operations in which country business is operating. Instead, the local markets provide
the tailor made products and services option for single product. Sometimes, the products and
services is meant for a particular unit of people which can also affect easily the market of firm.
Marketing management
The employees of market, who give their best and look after the marketing operations
and approaches of global market are placed on the top positions as a marketing manager to look
the global business effectiveness rather than a local market (Zhang, Knight, and Tansuhaj,
2014). Such type of managers are different in role, nature, age and gender. The local market
managers takes the domestic positions or origin of the country.
Market budgeting
The market budget of international market campaign of Marks and Spencer's is higher
than the other local markets. Such kind of economic changes occurred due to the regular changes
in exchange rates and currency variations. This may cause decrease or increase the foreign
currency of the respective firm. Local businesses have low market budget so that they are not
able to find new opportunities in the future. Instead, this international businesses have more
capital and budget that they can take opportunities in positive way and make their market
position more strong while marketing in foreign.
Promotional techniques
The techniques of promotion applied by the firm is totally different for the local market
to the use of international markets. The marketing manager of local markets is highly focused on
improving or promoting a single product or service in one segment which is well known to him.
Instead, the international markets advertise the same product or service to different countries
according to the demand, nature and culture of customer or nation. This promotion techniques
allows a customer to get all the information about products and services in the form of electronic
media, digital media or newspapers and magazines. This will help them to understand the
products and services according to their needs (Koh, 2015).
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Marketing process
In marketing process the decision for market strategies and plans is made by the local
authorities or appointed managers of the firm. Instead, the international market level is so big
that the decisions are made by the corporate headquarter because it includes a large risks and so
many investments.
P6 Difference in the international product, pricing, promotion and distribution approach
Marks ans Spenser is a big multinational retail firm that it has a wide and consider
variations towards the condition of market. Its operations are also wide that they meet the
demand and requirements of a customer easily. The different culture, social and economical
backgrounds are also a part of market strategies and plans which are implemented by the
organization. Such kind of marketing plans and strategies helps to approach the techniques from
which a firm gets a general idea about international plans (Parry, 2015). The common marketing
mix for respective company are given below:
Products
The Marks and Spencer's is a multinational firm with luxury services to their customers.
There are so many varieties of this company in terms of home accessories, clothing, foot wears
and wooden furnitures which provide good service to the customer that they have so many
options in one firm and complete all the requirements. The products and services are so good,
which is reliable for the customers and improve the brand image of the firm. There are so many
products that customer do not have to go and buy individually all of them.
Price
The company also maintained a reasonable price for the customers as it also providing
luxuries products and services for their customers in different countries, which make it a
penetrated in the market segment. Sometimes, the small economy customers reject the services
and products of the firm due to the luxuries price in clothing and related items. The relevant price
makes consumer more comfortable in purchasing and quality products which they can afford is
so good to use (Bianchi. and Mathews, 2016).
Place
The company has a tag of multinational brand that it ensure the retail outlets in different
countries. This will increase the criteria of the firm and make it penetrated in the market. The
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company should spread its business in various nations that it can provide standard services to
their customers according to their culture and social backgrounds. The firm can also operate its
operations in various countries by opening retail stores and make their customers happy towards
services and products. The company can also open retail stores in any other country or same
place if productivity is going good for the same.
Promotion
The firm should maintain its policies and procedures very crucially that it can meet the
goals and objectives of marketing regarding the customers (Eberharda, and Graig, 2013). The
promotion process includes the communication such as social media, electronic broadcasts and
print media to explore the information about company products and services to the customers.
Firm can promote its products through web online customers to attract the attention of locals and
foreign. Apart from this company can use more promotion methods to develop the market
strategies.
TASK 4
P7 Different approaches of international marketing
Market approaches and strategies are required for Marks and Spencer's to run its
operation functions accurately and improving the services for customers. Here are some
marketing plans and strategies to promote the company services and products to gain the
profitability and profitability.
Cause marketing
Cause marketing approach is use by the marketing managers to get the sympathy,
response and involvement of its customers towards the noble cause. This marketing strategy is a
way to attract customers by sponsoring them or engaging them to welfare events for developing
and improving the brand image of the Marks and Spencer's. This will also help to increase the
loyalty of a customer at international level or phase.
Mouth marketing
Mouth marketing is traditional and well known that means marketing will help to
promote new things or outlets in any other country or location regarding Marks and Spencer's.
The mouth marketing is a function used by all human beings that if a customer is satisfied with
services and products provided by the company, then he will promote it or inform to others about
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the feeling he gets from the uses of services. This will help to increase the promotion of the
products and services automatically and improve the brand image of the company.
P8 Comparison of local as well as international market competitors
The local and international conditions of the markets are so different from each other
regarding to Marks and Spencer's. This will help the firm to make better and innovative
marketing plans and strategies, which help it to accomplish its objectives and goals. Here are
some major difference between local and international markets.
BASIS LOCAL MARKET INTERNATIONAL MARKET
Definition It is related to the marketing practices
and research or home country of
marketers.
International marketing is the
performance of a company activities
which includes plan design,
promotion, price, place and direct
flow of business products and
services to customers in many
countries for profitability and
productivity.
Politics role There are few roles of politics in the
local businesses (urugiu, and Surugiu,
2015).
Politics plays a huge role with rules
and regulations for international
markets.
Culture and
languages
For local business or market its one
culture and language.
Different types of languages and
cultures of customers.
Financial
climate
Uniform financial climate for the
local businesses.
There are so many varieties in
financial climate.
Risk Risk level is normal in local firms. So many risks with different nature
are involved
Control Controlling in marketing activities is
easy compared to international
marketing businesses.
Controlling on marketing activities is
difficult because of various factors
such as regional, political and
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BASIS LOCAL MARKET INTERNATIONAL MARKET
cultural.
Payments Minimum credits and payments risk. Considerable risk for payments and
credits.
Familiarity Well familiarity in local businesses
(Salzberger, Sinkovics, and
Holzmüller, 2015).
Research become essential and lack
of familiarity due to foreign markets.
Knowledge Local business need management
knowledge
Specific knowledge of marketing and
competency.
Focus Local business focus on general
information.
International businesses focused on
strategic emphasis.
Product mix Product mix is decided through
satisfaction level and sales.
Product plans are developed
according to the foreign markets.
Market aspects Market of local business is
homogeneous and various segments.
Different and diverse in nature.
Planning and
development
Development of product and planning
depends on local business strategies.
Planning and development programs
according to the foreign markets.
Thus, it can be said that local business are so different from international businesses.
There marketing plans and strategies are also very different from each other. From these all
activities domestic and local businesses can achieve their individual goals and objectives in the
particular market. They can also compete the other firms in the market with the help of these
differences to know each other very well in different kind of situations in local and foreign
businesses (Sousa, and Tan, 2015). These differences keep them individually secure from all the
different condition which can occur during the business activities and help them to explore their
market in local and foreign countries.
CONCLUSION
This report analyses the scope and key concepts of international markets which defines
that international market can be successful with all these concepts and scope and make a position
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in the foreign market. The different routes which company can adapt to develop its rational and
market segments in any kind of situation. The key criteria and selection process consider the way
or market from which an international or local business can enter easily. The different market
strategies and advantage and disadvantages of each allows them to know the market conditions
and suitable things which they can accept. The argument section of global vs domestic market
make an overview to define both of them individually and their core skills and process in market
segment. The pricing, products, promotion methods and distribution approaches differs in a
variety of international contexts. Their differences keep them individually secure from all the
different condition which can occur during the business activities and help them to explore their
market in local and foreign countries.
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REFERENCES
Books and Journals
Hoppner, J.J., Griffith, D.A. and White, R.C., 2015. Reciprocity in relationship marketing: A
cross-cultural examination of the effects of equivalence and immediacy on relationship
quality and satisfaction with performance. Journal of International Marketing, 23(4),
pp.64-83.
Beck, J.T., Chapman, K. and Palmatier, R.W., 2015. Understanding relationship marketing and
loyalty program effectiveness in global markets. Journal of International
Marketing, 23(3), pp.1-21.
Henseler, J., Ringle, C.M. and Sarstedt, M., 2016. Testing measurement invariance of
composites using partial least squares. International Marketing Review, 33(3), pp.405-431.
Qiu, T., 2014. Product diversification and market value of large international firms: A
macroenvironmental perspective. Journal of International Marketing, 22(4), pp.86-107.
Poulis, K., Poulis, E. and Plakoyiannaki, E., 2013. The role of context in case study selection: An
international business perspective. International Business Review, 22(1), pp.304-314.
Aiqi, W. and Lianxi, Z., 2017. Understanding Earliness of Internationalization and Its Impact on
Post-Entry Geographic Diversity of International Young Ventures. Journal of
International Marketing.
Turnbull, P.W. and Valla, J.P. eds., 2013. Strategies for international industrial marketing.
Routledge.
Zhang, M., Knight, G. and Tansuhaj, P., 2014. International performance antecedents in
emerging market SMEs: Evidence from China. Journal of Global Marketing, 27(3),
pp.161-177.
Koh, A.C., 2015. An Evaluation of the Current Export Marketing Practices of United States
Firms. In Proceedings of the 1989 Academy of Marketing Science (AMS) Annual
Conference (pp. 198-202). Springer, Cham.
Parry, B., 2015. A bull market? Devices of qualification and singularisation in the international
marketing of US sperm (pp. 53-72). Farnham: Ashgate.
Bianchi, C. and Mathews, S., 2016. Internet marketing and export market growth in
Chile. Journal of Business Research, 69(2), pp.426-434.
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Eberharda, M. and Graig, J., 2013. The evolving role of organizational and personal networks
international marketing Ventures. Journal of World Business, 48, pp.385-397.
Salzberger, T., Sinkovics, R. and Holzmüller, H., 2015. Problems of equivalence in cross-
cultural marketing research. In Proceedings of the 1997 Academy of Marketing Science
(AMS) Annual Conference (pp. 74-78). Springer, Cham.
Surugiu, M.R. and Surugiu, C., 2015. International Trade, Globalization and Economic
Interdependence between European Countries: Implications for Businesses and Marketing
Framework. Procedia Economics and Finance, 32, pp.131-138.
Sousa, C.M. and Tan, Q., 2015, December. Exit from a foreign market: do poor performance,
strategic fit, cultural distance, and international experience matter?. American Marketing
Association.
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