International Marketing: Expanding Business in Germany

International
Marketing

Table of Contents
Table of Contents.............................................................................................................................2
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Introduction to the organization.............................................................................................3
Define international marketing and differentiate to local marketing.....................................4
Scope and key concepts of international marketing...............................................................5
Rationale for an organisation to want to market internationally............................................5
International marketing entry routes and which one the company should adopt...................6
Key criteria and selection process company should use when entering international market7
Market entry strategy advantages and disadvantages of each................................................9
Conclusions and recommendations on how and why the company should enter the
international market..............................................................................................................10
Key arguments in the global vs local debate........................................................................10
Product, pricing, promotional and distribution approach differ...........................................11
International marketing approaches.....................................................................................11
Compare home and international orientation and ways to assess competitors, outlying the
implications of each approach..............................................................................................12
Recommendations for the company.....................................................................................14
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................15

INTRODUCTION
With the increase in globalisation the companies have started expanding their businesses
internationally so that they can capture the growing business opportunities in those markets
which can help them in making more profits. International marketing is therefore important for
such businesses so that they can use the marketing principles and marketing strategies so as to
capture the market in foreign countries and reach their target customers in an efficient manner. In
order to become successful in the international market it is important that the company
efficiently market its products and services so that the sales of company can be increased and
economies of scale can be achieved (Andersson and Evers, 2015). In this report Rowlinson
Knitwear Ltd is taken which is a manufacturing company located in UK and was established in
1935. The company deals in knitting school uniforms for students which are made up of
comfortable, durable and affordable fabrics. The company focuses on providing its customers
with high quality clothes so that their experience can be maximised. The company is now
planning on expanding its business in Germany so that it can increase its sales and also gain a
global recognition. In this report the concept of international marketing, factors influencing the
business internationally, importance of choosing right international market etc. will be discussed
so as to gain a complete idea about marketing internationally about business.
MAIN BODY
Introduction to the organization
Rowlinson Knitwear is a medium scale manufacturing company which is located in
Stockport, UK and was established in the year. The company manufacture garments of premium
quality for independent retailer of school wear and corporate wear. The company is well known
for its high quality fabric used in knitting clothes which are available at affordable costs and also
the fabrics used are durable which increase the customer satisfaction (Coviello, Jones and
McDougall-Covin, 2015). Currently the main market of the company is within UK where it sells
it products to the customers of local markets and to the retailers who provide customers with
uniforms for schools or companies. The company has a huge market within UK as the quality
and cost of the fabric help it in attracting the attention of customers which help in increasing its
sales. The company is therefore aiming at expanding its market in Germany so that the market
opportunities in Germany can be explored which can help it in expanding its business and also
gaining economies of scale which can help it in gaining a competitive advantage in market.

Define international marketing and differentiate to local marketing
According to American Marketing Association “International marketing is a process
through which the goods or services of a company are made available to the customers by the
way of effective promotion, pricing and distribution of these goods so that they can reach to the
righty customers at right place and on right time.”
As per the views of Kotler, “Global marketing is concerned with integrating or
standardising marketing actions across a number of global markets so that these markets can be
reached and attention of customers in these markets can be gained.”
Thus it can be said that international marketing is related to the process through which the
goods and services can be marketed in international borders so that the customers of these
markets can be made aware about the company goods. This also helps in seeking the attention of
customers in these markets so that the sales of company can increase.
Basis Domestic Marketing International Marketing
Meaning This relates to marketing in the
national boundaries where the local
people are offered with company
goods and services.
When goods and services are promoted
by the way of marketing in more than
one country and also when the business
is dealing internationally.
Area served Only the local areas are targeted. Customers in different countries are
targeted.
Government
interference
It is low. Comparatively high.
Business
operation
In single country i.e. home country. More than one country.
Use of
technology
Only used to reach domestic markets Increased technology use to reach cast
markets.
Capital
requirement
Less Huge