Unit 40 - International Marketing

This document discusses the scope, opportunities, and challenges of international marketing in the hospitality industry. It provides an overview of Marriott hotel and its international marketing strategies. The document also explores the factors influencing international marketing and the key criteria and selection process for entering new markets.

Unit 40 - International
Marketing
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TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
Part 1................................................................................................................................................3
Organization Overview................................................................................................................3
Scope of international marketing.................................................................................................4
Rationale for choosing international marketing and main differences from local marketing....4
Opportunities and challenges of international marketing............................................................5
Factors influencing international marketing................................................................................7
Development of international marketing strategy to meet objectives.........................................8
Part 2................................................................................................................................................9
Key criteria and selection process that Marriott hotel needs to considered while entering into
international market.....................................................................................................................9
Different market enter strategies...............................................................................................10
Market evaluation criteria and recommendation of specific enter strategies............................11
Critical evaluation of the way organisation adapts to marketing strategies for various market11
TASK 2- Covered in PPT..............................................................................................................12
TASK 3- Training notes................................................................................................................12
Analysis of various international marketing approaches used by company..............................12
Compare home and international orientation and way to assess competitors...........................12
Evaluation of marketing approach.............................................................................................13
Recommendation.......................................................................................................................13
REFERENCES..............................................................................................................................14
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INTRODUCTION
International marketing can be understood as simply application of marketing principles
at development with innovative strategies, higher evolution of larger work operations and for
larger goal advancement. With increased competitive industry scenarios, there is higher
integration of international marketing which focuses on analysing cultural, social, economic and
legal forces which has wide impact on overall evolving goodwill. Marriott hotel is one of the
best brand name within hospitality industry with high scope on serving the best hospitality
parameters and rational to chose new functional goal diversity. The report will be discussing
analysis on international marketing scope, factors impacting functional marketing scenarios and
entry ways within international marketing and how it can impact larger avenues on higher
evocative aspects on longer time frame. The study will be also analysing various elements of
marketing plan and focus towards understanding of how companies evaluate international
marketing efforts on larger paradigms. Hospitality industry has been widely heading towards
international marketing where there are evolving demand for overgrowing internationalization
and diversification (Paul and Mas, 2020).
TASK 1
Part 1
Organization Overview
Marriott hotel is one of the biggest American multinational diversified hospitality
company that manages and franchises large number of hotels and lodging facilities where the
brand has been using widely innovative services for attracting consumers. The hotel has large
operative services where brand works on keen operational paradigms of international marketing,
developed keen scenarios of growth and also for gaining functional diversity within wider run.
Marriott hotel has several branches within world where there are large number of hotels
expanded among wide parts of world, and also the company has wide range of functional
innovative services within large digital platforms which makes market quest operations. Marriott
hotel is widely working on keen technical innovation with strategic planning elements and also
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usage of larger enforced quest horizons, where new functional arenas have been actively heading
.
Scope of international marketing
The scope of international marketing is wide where it enables market scenarios to be
widely grown on keen scenarios where larger domains' speciation is actively built on, and there
is wider scope for higher consumers targets reach. Increased economies of scale is focused on
overgrowth synergy where huge market share is open for company to be diversified and larger
domestic market efficiencies which enables untapped international market reach. The elongated
life of productive services and products are widely strong where hospitality industry is widely
strongly focusing on up gradation. International marketing has wide scope for functional
expansion within consumer market reach on diversified market factors, which keenly evolves on
stronger domains of higher functional diversification. It can be understood that Marriot hotel has
been actively achieving best working operational goals where brand aims to be active on varied
levels of quest horizons, and there are new scenarios actively built on for larger goal efficacy
within revenue targets.
Hospitality industry with wide expansion, new keen goodwill factored parameters have
large scenarios of global reach when worked on with international marketing where business
horizons are widely expanded for longer time factors and keen performance metrics. Global web
strategy has been formed as one of the main domain within scope of international marketing
where longer term innovative positional services are formed, where Marriott hotel has been
heading on quick international positioning ( Gomes, Sousa and Vendrell-Herrero, 2019).
Rationale for choosing international marketing and main differences from local marketing
Rationale for choosing international marketing is widely worked on with stronger
innovation and diversified market reach where Marriot hotel will be actively focusing on heading
within new international arenas. It is not only profitable for company to expand on international
domains with high attractive market strategies, but also widely essential for target growth on
longer run which functionally enhances goodwill. Hospitality industry overall growth is actively
achieved when there is active innovation among market reach, higher standardized larger
evocative synergy for consumers satisfaction which not only promotes working diversity and
also produces long run goodwill. Mariot hotel will be also able to present on wider digital
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platforms by strategical international marketing and diversity scope paradigms on keen goals,
where there is also productive display on new metrics of evolving market scenarios and
functional working paradigms.
Main differences between international marketing and local marketing
The local marketing do not hold competitive scope as compared to international
marketing where reach among target consumers is limited, also there is less innovation where
domestic market do not hold diversification factor.
 The international marketing has highly different working scenarios for stronger effective
marketing parameters, where wide consumer market reach enables industry to grow on
new productive scale for which operational innovation evolves widely. The local
marketing has less marketing reach among targets audiences where informative
functional horizons are widely advanced, also there is limited functional aspect of larger
diversification (.Kowalik, 2020).
 International marketing has variable market growth paradigms which enhances goodwill
on longer run and also opportunities growth among varied market arenas, through which
Marriott actively works on responding with wider yielding departments. Factorization of
international marketing not only enhances overall targets of revenue profitability, but also
larger functional scope for opportunistic growth is wide.
Opportunities and challenges of international marketing
There are various opportunities and challenges of international marketing where business
goals and active evolving aspects of larger hospitality governance is worked on, through which
new active synergy is built on.
Opportunities of international marketing: Increased competition: Marriot hotel will be able to formatively build new growth
metrics among competition metrics and larger growth innovation where consumers target
growth is enhanced on longer time frame. The hospitality industry being one of the best
developing innovative industry has high opportunistic growth where Marriott hotel has
high scope for overall growth on targets reach which enables business to actively evolve
on larger metrics. Returns on investments:International marketing has also actively promoted return on
investments within business operations where Marriott hotel aims to be one of the best
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hotel within new formative goals. This can be understood with in growth analysis for
business active growth through which international market domains are built on, which
enhances goodwill on longer time frame and also revenue targets. This can be also
analysed as one of the best factor for technical operational activation to productively
build new metrics of excellence (Samiee and Chirapanda,2019).
 Exporting and licensing: The exporting and licensing factor plays high role of
operational active determining synergy which instils new functional innovative working
growth, where hospitality industry has been widely heading on larger growth arenas. It
can be also analysed that Marriot hotel has been working on international expansion
within various countries for untapped market arenas entry, where active scenarios are
widely active for functional domain overgrowth and also in enriching diversity
parameters.
Challenges of international marketing: Falling growth rates in emerging markets: The challenge is focused on falling growth
rate in emerging markets where there is active pressure and new leveraged synergy,
which impacts profitability percentage on wider domain. The wide dynamic evolving
industry parameters there is functional challenge for Marriott hotel, which impacts
goodwill horizons and also there is larger wide impact on yielding focus of evolving new
factors of strengthening goodwill (Paul, 2019.Samiee, 2020). Increased competition factor and innovation: Marriot has to also face increased
competition factor, where hospitality industry has been actively facing high dynamic
changes and new factored goodwill horizons where new quest horizons are challenging.
With coming up of new brands and higher informative innovation among business goals
the risk for innovation expansion onto untapped arenas is wide, where there is higher
competitive pressure.
 Higher risk of financial investments: With international marketing being wide and also
factored on growth within untapped arenas there is higher risk for financial investments
for company to pursue new functional goals diversification. Marriot hotel has higher risk
to be faced in future for installing larger working goals where any wrong decisions may
impact business efficiencies on longer time run.
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Factors influencing international marketing
There are various factors of business horizons to be focused on for international
marketing, where Marriot hotel has been competently focusing which can be analysed as
follows: Target consumer markets scenarios: It can be also analysed that the targeting of
consumers market scenarios based on demographics and effective market reach holds
high significance as it enables industry analysis on context of international marketing.
This factor stabilizes focus on active working synergy of target growth within untapped
business horizons and larger informative functional goals for stronger working horizons.
By segregating consumers on varied preferences there is also upliftment for gaining
functional innovation , diversity metrics and also vivid integrity of creative marketing
standards (.Sheth, 2020) Consumer regional markets analysis: This can be understood to be widely essential for
gaining consumer market regional growth analysis, for strategic international marketing
to be highly informative and also form stronger reach among target consumers.
Hospitality industry has to widely frame out analysis for regional growth within market
analysis, where Marriott hotel shall be able to gain larger goodwill and profitable metrics
on longer time frame.
 Investment strategies: The international marketing is highly evolving concept where
Mrriot hotel has to focus on investment strategies and plan up for new functional aspects,
where the best strategical planning shall be put in. This factor plays high role of
importance among business metrics for targeted growth within longer run and also to up
skill resources within new metrics, where there is stronger demand to pertain larger
segments widely.
Development of international marketing strategy to meet objectives
The international marketing strategies which Marriott hotel can use are as follows: Multilevel marketing: This strategy is also widely essential for gaining stronger working
growth where international marketing has been actively heading towards multilevel
marketing for gaining scope on overall growth competitiveness. Marriot hotel has to
focus on multilevel marketing for targeted fundamentals where new strategic resource
planning has high potentialities to be informative on various grounds.
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 Use of digital and social media platforms: The strategy of digital marketing and new
domains of upscaled target growth on untapped market arenas, Marriot hotel shall form
varied based on digital social media platforms. This strategy is highly informative and
widely advanced for gaining larger new goodwill horizons, activation of new quest
horizons and also metrics of stronger quest operational innovation. Joint ventures and franchising: This international marketing strategy of business
horizons' expansion is also understood to be strategically working on building new
domains of larger informative synergy, for expansion into untapped arenas. Marriott hotel
by working on joint ventures and franchising shall be able to build image on stronger
working domains of new quest horizons, where there is stronger diversification worked
on and also larger upscaled metrics of innovative businesses. Hospitality industry being
highly exploitative has been keenly moving ahead on consumer based preferences,
higher upscaled metrics and also for new functional diversity among wider business
horizons (Christofi, Shams and Czinkota,2020).
Part 2
Key criteria and selection process that Marriott hotel needs to considered while entering
into international market
Company while expanding its operation in international market needs to considered
several external environmental factors that adversely impact on strategy and growth of
organisation. External environment is ever changing or dynamic in nature at the same time
different countries have different regulation, trade and belief so company needs to have
knowledge of all such information before deciding to expand its business in particular market
segments (Usunier and Shaner, 2017). Key criteria and selection process needs to be used by
Marriott hotel while planning to enter into new market segment can be stated as follows:
Economic factor: Company before entering into specific country needs to have information
regarding economic factor such as cost of labour, per capital income, unemployment rates in
order to design appropriate strategies that could helps in influencing maximum number of
individuals. Marriott hotel marketing manager while planning to expand its business operation in
international market have considered economical factors to decide appropriate prices at which
several services can be offered so that they are motivated to be part of organisation.
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Social and cultural factor: As stated above different countries have different language, religion
practices and beliefs or social – culture so company at time of entering into international market
have to considered it for long term growth and success. Marketing manager of Marriott have
conduct market research or survey in order to know existing trends, social- culture or preferences
of individuals. Thus, it has planned appropriate strategies in order to attract more customers so
that company can enjoy high profit margin.
Political and legal factor: Several countries government have put number of barriers for
entrance of new enterprise in order to protect local organisation. Marriott marketing manager in
its selection of particular market have consider political and legal factors as it have select only
those countries that have limited rules and allows free trade so that it can easily grow and expand
its business operation across worldwide (Larimo and et.al.,).
Market attractiveness: It is another factor that also needs to be considered by selecting
particular market for expansion of business operation and achievements of desired goals. Market
attractiveness have been evaluated by manager through understanding existing demand, access to
market and maximum revenue that can be generate by meeting needs of several individuals.
Company have select market that has more population, people having high disposable income
and interest to travel from one place to another in order to enjoy their leisure time or holidays.
Different market enter strategies
There are numerous strategies or varieties of options which could be used by company to
grow and expand its business operation into foreign market. Like direct exporting, licensing,
franchising, Joint venture and forming partnerships in order to cover wide market area and attain
desired objective within limited time frame (Rust, 2020). Therefore, different market entering
strategies that can be used by Marriott is illustrated as follows:
Licensing and Franchising
It is sophisticated management in which organisation transfer right to another firm to
access or use its products and services in return for royalty. This strategy involves limited
amount of legal and financial risk thus company can quickly and easily grow its market share in
order to gain competitive advantages. Marriott hotel by providing license to other firms can enter
into several countries and enjoy high profit margin in limited associated cost. Franchising, on
the other hand it is method in which a particular organisation give right to foreign firm to use its
well know brand image to attract maximum number of individuals within organisation (Market
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enter strategies, 2020). Franchisee needs to operate its business function as per previously agreed
business model so that standard services can be delivered by company to large number of
customers that are living in different parts of world.
Advantage: The biggest advantages of Licensing and Franchising is that it is most easiest,
quickest and low risk method so enterprise can easily enjoy huge market share and profitability.
Disadvantage: Company have low control over operation of business or products, promotion,
packaging and selling strategies and only get portion of profit as per agreement.
Partnership and joint venture
It is another best option or strategies to expand business operation in international market
by partnering with local firm that have more knowledge about trends and preferences of
customers. Marriott hotel by partnership with another strong brand image enterprise can attain its
objective in limited time frame. In joint venture, two companies agree to work together in
particular market by making third or new firm so that maximum individual can be attracted and
goals can be achieved.
Advantage: Use of partnership strategies lead to sharing of associated risk and profit margin,
more availability of resource and easily expand by use of both brand image and existing
customers base.
Disadvantage: There are more chances of conflict between two corporate cultures at the same
time involved more cost than exporting or licensing.
Greenfield investment: In this market entering strategies, company needs to buy land, building
and other resources in foreign market in order to grow its business operation. Marriott hotel by
investing huge amount of capital in establishment of hotels at different location of different
countries can earn huge profit (Bagnied, 2019).
Advantage: Company is able to gain maximum knowledge about local market thus formulate
effective strategies so that company can cover large market share.
Disadvantages: Involvement of more cost and high financial risk are two major disadvantages
of Greenfield investments.
Market evaluation criteria and recommendation of specific enter strategies
It can be evaluated and analysed that Marriott out of all stated strategies can make use of
Franchising to expand its business operation in international market. It through giving right to
use its strong brand image can quickly enter into different countries in order to attained its
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respective objectives. Thus, in minimum cost and risk company can enhance its profitability and
awareness in minds of customers.
Critical evaluation of the way organisation adapts to marketing strategies for various
market
It can be critically evaluated from the above that organisation have adapt to specific
market strategies in different market on basis of existing social, economical trends, political
regulation and capabilities of organisation to meet customers expectancy (Alon, Chen and
Mandolfo, 2019). Marriott hotel marketing manager by effectively understanding needs and
preference of several individuals have set appropriate strategies to drive customers to select its
services rather than other competitors available in hospitality industry of United Kingdom and
worldwide.
TASK 2- Covered in PPT
TASK 3- Training notes
Analysis of various international marketing approaches used by company
There are several approaches used by enterprise in order to grow its business operation in
different countries like inbound, outbound marketing, B2B or centralised and decentralised
which are explained below such as:
B2B: It is an approach in which company plans to sell its products or services to another
company with an main aim to earn huge profitability. Marriott hotel by contracting or forming
agreement with travel agents or other company can easily enhance its sales volume.
Outbound marketing: Recently, most of the organisations in hospitality industry are making
use of outbound marketing approach to achieve their set goals. Marketing manager of Marriott
have also make use of outbound marketing approach such as use of content and email marketing
to attract attention of customers so they are motivated to know more information in order to
satisfy their needs (Peers, Van Heerde and Dekimpe, 2017).
Inbound marketing: It is another approach in which organisation send message or information
to people about all products and services, facilities offered by firm. Marriott have make use of
bill board, mouth publicity and social media platform to aware customers and attain its
objectives.
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Compare home and international orientation and way to assess competitors
There are some of the strategies related to orientation which has been used by Marriott in
home and international orientation to retain its market position. Like:
Ethnocentric: It is strategy in which products or services are manufactured by company to
satisfied needs of local residents. Marriott hotel marketing manager for home orientation have
emphasis on providing qualitative services to local residents.
Polycentric: It is most useful in international marketing as there are different services or
products that are offered by company in order to satisfied needs of diverse range of individuals.
Such as Marriott have various types of facilities and room for different customers like budget,
luxury etc. that helps in expansion of business in international market (Kavoura, Sakas, and
Tomaras, 2017).
Evaluation of marketing approach
It can be evaluated from above analysis, that each approach have both negative and
positive impact on firm such as in B2B company can increase its market share by contracting
with another firm. Inbound marketing has useful tactics for local market as able to generate more
aware among local residents. At last it can be evaluated that company by emphasising more on
outbound marketing approach can enhance its brand image.
Recommendation
From the above analysis and discussion, it can be suggested that Marriott hotel in future
can make use of geocentric orientation strategies by formulating single strategies to influence
wide range of individuals that are staying in different part of world. So, Marriott hotel by
applying standardise marketing mix strategies can grow its operation and gain competitive
advantages in market (Sheth, 2017). Company need to focus more on outbound marketing
approach as it is most effective and useful and helps in gaining maximum outcome.
CONCLUSION
The report has concluded international marketing to be one of the best marketing force
working towards innovative goals of business expansion among new untapped market reach
where Marriot hotel, within hospitality industry aims to be one of the best brand. Report
concluded scope of international marketing to be wide and expanded on various scenarios where
strategies of consumer target market reach is analysed, factors and challenges business
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opportunistic growth scenarios are widely built. Report has also concluded selection of
international market selection procedure where Maariot hotel shall be focusing widely on
opportunistic growth parameters and challenges of investments planning and operational growth
by analysing risk management parameters. Later the study has also concluded construction of
marketing plan where elements of registrar evolution, new metrics of strategic planning and also
informative growth is wide. The report has also concluded Marriot hotel within hospitality
industry has high scope for entering in untapped arenas where international orientation and
domestic orientation are differentiated. Report in conclusive analysis has brought forward wide
analysis on large arenas of international marketing, by keenly working towards exploring
stringent work growth within innovation and new scale active evolution.
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REFERENCES
Book and journals
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Process Management Journal.
Bagnied, M., 2019. International marketing.
Cateora, P.R., Meyer, R. B. M. F., Gilly, M. C. and Graham, J. L., 2020. International marketing.
McGraw-Hill Education.
Christofi, M., Shams, R. and Czinkota, M. R., 2020. Cause-related marketing in international
business: what works and what does not?. International Marketing Review.
Gomes, E., Sousa, C. and Vendrell-Herrero, F., 2019. International marketing agility. Emerald
Publishing Limited.
Kavoura, A., Sakas, D. P. and Tomaras, P., 2017. Strategic innovative marketing. Springer.
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Elements and Outcomes. Routledge.
Larimo, J and et.al., 2018. Patterns of SME’s marketing mix combinations and their
characteristics in export markets. In Advances in Global Marketing (pp. 333-364).
Springer, Cham.
Paul, J. and Mas, E., 2020. Toward a 7-P framework for international marketing. Journal of
Strategic Marketing, 28(8), pp.681-701.
Paul, J., 2019. Marketing in emerging markets: a review, theoretical synthesis and
extension. International Journal of Emerging Markets.
Peers, Y., Van Heerde, H. J. and Dekimpe, M. G., 2017. Marketing budget allocation across
countries: the role of international business cycles. Marketing Science, 36(5). pp.792-
809.
Rust, R. T., 2020. The future of marketing. International Journal of Research in
Marketing, 37(1). pp.15-26.
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Samiee, S. and Chirapanda, S., 2019. International marketing strategy in emerging-market
exporting firms. Journal of International Marketing, 27(1), pp.20-37.
Samiee, S., 2020. International marketing and the internet: a research overview and the path
forward. International Marketing Review.
Sheth, J., 2017. Revitalizing relationship marketing. Journal of Services Marketing.
Sheth, J.N., 2020. Borderless Media: Rethinking International Marketing. Journal of
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Usunier, J. C. and Shaner, J., 2017. International branding: creating global brand equity through
language1. Strategic International Marketing: An Advanced Perspective, 5. pp.5-22.
Online
Market enter strategies, 2020. [Online]. Available Through: < http://www.tradestart.ca/market-
entry-strategies >.
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