Unit 40 - International Marketing

International
Marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1............................................................................................................................................1
P2............................................................................................................................................2
TASK 2............................................................................................................................................3
P3............................................................................................................................................3
P4............................................................................................................................................4
TASK 3............................................................................................................................................6
P5............................................................................................................................................6
P6............................................................................................................................................7
TASK 4............................................................................................................................................8
P7............................................................................................................................................8
P8............................................................................................................................................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
International marketing is considered as the procedures of using principles at
international level for accomplishing an individuals requirements into various parts of the world.
It represents that global marketing is concentrated on expansion of firm's local strategies of
marketing with particular relevancy provided for identification as well as targeting of market in
order to formulate decisions into global context (Alserhan, 2017). As per the scenario, the
undertaken company for this report is Marshfield Bakery Limited which manufacture biscuits,
rusks, pastry, cakes and so on. Its headquarters is in UK. This report covers international
marketing key concepts and scope, several routes to market, key criteria and selection procedures
to utilise when plan to enter into global market. Moreover, various market entry strategies with
its advantage and disadvantage, overview of key arguments into international versus local debate
are described. Apart from this, analyse many international marketing approaches, comparison
among home and international orientation are also discussed in this report.
TASK 1
P1
Marshfield Bakery Limited was developed in year 1984 through Lynne and Paul White.
Moreover, it manufacture award-winning hand made fruitcakes, seasonal goods, cakes,, breaks
and others. It is basically situated into Dyrham, Wiltshire, UK as well as distributed their
products across Europe. In addition to this, presently they are performing into Wiltshire in which
they are recognised through effective bakery items and services that it provides to clients (About
Marshfield Bakery Limited, 2019). Moreover, they are rolling out new product development
programme for creating an opportunities into new marketplace such as UAE.
Scope:
International marketing is regarded as planning, examining, implementing as well as
promoting the goods or services of firms at international level as well as accomplishing the
needs of person who are living into various parts of world. This kinds of marketing is also called
global marketing. In present world, the concept of this is large scope owning to enhancing
awareness regarding globalisation into the world of business. Some international marketing
scope is discussed below:
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 Exports: In this, firms export the finished products to global markets or its franchises for
providing them an opportunity for selling these goods into its local market in order to
produce higher sales. The revenue which is gained through exports is used for making
imports payments, covering the cost related with profit enhancement as well as
development of goods.
 Fully owned manufacturing: A business that possesses crucial interest into international
market may developed fully owned manufacturing facilities in respective country. The
factors like trade barriers, cost differences and others motivates entities to established
unit of production aboard for gaining overall control over quality and manufacturing.
Key concepts:
There are various key concepts which are related with global marketing (Beck, Chapman
and Palmatier, 2015). Some of them are discussed below: International trade: It is hugely related with product or services flow among country.
Here the main intent is to obtain knowledge about the influences of commercial as well
as financial situations on resources transfer among balance of payment and country.
 Comparative marketing: at the time when various system of marketing are analysed
collaboratively for determining the differences as well as similarities among them is
considered as comparative marketing.
P2
At present time, firms are looking for an opportunities for business expansion at global
level as by this they may obtain various advantage like enhance profitability, sales and others. In
context of Marshfield Bakery Limited, they are performing its business operation at global level
as well as rationale behind it are discussed below:
 Hiring new talent: Through performing internally the firms can able to hire new talents
at work area that aids them to operate the business practices in effectual way (Busnaina
and Woodall, 2015). In context of Marshfield Bakery Limited, they plan to perform at
global level so it has opportunity to hire the employees from respective areas in which
they are performing. Moreover, they can also transfer its staff to another places as per the
needs.
 Maximising profitability margins: This is considered as one of the main reasons why
firms are looking forward for international opportunities. It is so by this they may obtain
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