International Marketing: Scope, Concepts, and Strategies

International Marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Scope and key concepts of international marketing..............................................................1
P2 Rationale for it to want to market internationally and various routes to market...................2
M1 Opportunities and challenges that marketing internationally...............................................3
TASK 2............................................................................................................................................4
P3 Key criteria and selection process..........................................................................................4
P4 Various market entry strategies, including advantages and disadvantages...........................5
M2 Market evaluation criteria and entry strategies and make recommendations ......................7
D1 Evaluation of international market........................................................................................7
TASK 3............................................................................................................................................7
P5 Overview of key arguments in the global versus local debate...............................................7
P6 Product, price, pricing and promotional distribution approach differs in a variety of
international contexts..................................................................................................................9
M3 Evaluation of client organisation that adopts global and local approach.............................9
M4 Marketing mix of organisation in international market......................................................10
D2 Marketing mix is applied to a range of international contexts............................................10
TASK 4..........................................................................................................................................10
P7 Different international marketing approaches client organisation can adopt......................10
P8 Home and international orientation and ways to assess competitors...................................11
M5 Different marketing approaches and competitor analysis..................................................12
D3 Recommendations organisations should be structured to increase opportunity.................12
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................14

INTRODUCTION
International marketing is the application of marketing principles to satisfy the varied
needs and wants of different people residing across the national boundaries. Through
international marketing performance of business activities designed to plan, price, promote and
direct the flow of a company's goods and services to consumers more than one nation to earn
profits. For expanding business to international markets professionals discovers best ways to
market a product or service to other countries (Akaka, Vargo and Lusch, 2013). Each country
possess their own marketing traditions, mannerisms and culture and for expanding business
globally business organisation must get families with the environment to get success. Through
globalisation of business international brand image is created and helps organisations to expand.
To understand the concept of international marketing in this project a small organisation
4Com Plc is considered. This organisation was established in the year 1998 with a aim of
improving the communications services of the UK's SME market. Chairman of the company is
Daron Hutt. 4Com Plc is providing services like phone system, business mobiles, broadband and
internet, software and applications and wants to expand its business into international market.
Currently this company is serving UK market to serve various business organisation with best
communication services.
TASK 1
P1 Scope and key concepts of international marketing
International marketing is the process of focusing on the resources of the globe and
objectives of the organisations on global business opportunities and threats. Expanding a
business at global level provides huge scope to business organisations that is defined as-
Importance in the Global Arena: All the activities performed by business organisation
to expand business at international level helps in enhancing development of other countries when
product is of high technology. When two nations joins their hands to expand business it
ultimately leads to peace among nations (Berthon and et. al., 2012). International marketing
increases number of opportunities for businesses to expand and grow. When manufacturing in a
company becomes cost effective then it can become a hub for exports for example china.
Imports: This is one of the easiest form of international marketing in which a company
imports goods form international market and selling them to the domestic market. Through this
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4Com Plc can hire services or order raw material form other country which is cost effective.
Imports enhancing the scope of expanding the international marketing as it leads to providing
more and more facilities to business to expand at international level.
Export: Through this form of international marketing goods and services produced
domestically can be served at international level (Bertoli, 2013). Using this system 4Com Plc
while introducing its expansion plan can serve its products to other countries where expansion is
made. Exports provides a scope of expanding business at international level as ease in expansion
and supporting form government in compliance with legal process leads to enhance more and
more operations.
Contractual Agreements: When companies expand globally its market expands and
consumer base expands that gives high amount of profits. 4Com Plc can grow exponentially by
getting into contractual agreements with several other partners overseas.
The marketing concepts helps businesses by providing then an idea needs of the potential
consumers and what efforts needs to satisfy them. Some international marketing concepts are as-
Orientation to foreign trade: Businesses when provided with an opportunity to expand
at international level then it leads to generation of foreign trade for the nation. Generation of
more foreign exchange in the country will help in growth. 4Com Plc will contribute to bring
more foreign trade in UK. When more and more foreign is brought to the domestic market then it
will eventually leads to growth and development of economy and this will leads to generate more
and more profits.
Sales in the foreign market: Internation marketing helps businesses to deal with
different culture and through complying with all the requirements of international market sales of
the company goes high at global level. Overall sales and production level of the organisation will
increase and financial condition will be improved.
Orientation to international marketing: As per orientation of international marketing
different products in order to satisfy the consumers of different countries are produces (Cadogan,
2012). Marketing mix concept will be used by 4Com Plc to understand the new market and
consumers and serving them in the best manner.
P2 Rationale for it to want to market internationally and various routes to market
Decision of 4Com Plc to expand globally is rational because expanding at internation
level provides number of opportunities and benefits that are not available in domestic market.
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