Unit 40 - International Marketing

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
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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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