International Marketing: Scope, Concepts, and Strategies

International Marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Introduction about a company and its current market............................................................1
Range of sources of international marketing and shows differences to local marketing.......1
LO 1.................................................................................................................................................2
Scope and key concepts of international marketing...............................................................2
Explain the organizational rationality to market internationally............................................3
Several international marketing routes and recommend any one best...................................4
LO 2.................................................................................................................................................4
Describe the criteria and selection process which a company should use when considering that
international market to enter...................................................................................................4
Market entry strategies...........................................................................................................6
Conclusion and Recommendation..........................................................................................7
LO 3.................................................................................................................................................7
Differences between global and local marketing...................................................................7
Key arguments in relation to local v/s global marketing........................................................8
Investigation of product, pricing, promotion and distribution approaches operates..............8
LO 4.................................................................................................................................................9
International marketing approaches.......................................................................................9
Home v/s international orientation along with ways to assess competitors.........................10
Conclusion and recommendations based on marketing mix and structure of organisation. 11
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
International marketing refers to the business performance that are designed and
formulated plan related to product, price, place as well as promotion in order to satisfied the
needs and wants of consumers across the cross borders (Kraus, 2016). For moves a business
activity at a global level a marketer plays an important role as they are treated as a solution
oriented professionals who provides better approaches as well as ways to market products and
services to other countries. This report is based on the CafePod Coffee Co. which is an
independent coffee company that is based in South London and it is started on a simple idea like
make strong and exciting coffee for adventurous. The manager of CafePod Coffee Co. is
thinking to expands their businesses in Asian countries so the manager want to design a report
that includes several elements related to the international marketing which is differ from local
marketing. In this also discuss the scope, rationality and routes that are used by marketers to
enter at international level. In addition, study the key arguments and differences between global
and local debates and use product, price, place and promotion approach. Also, compare
international and home orientation and ways to assess competitors.
MAIN BODY
Introduction about a company and its current market.
CafePod Coffee Co. considered as an independent coffee company that is based in South
London. It was founded by two friends of South African which is Peter Grainger and Brent
Hadfield through a mutual love of strong and exciting coffee with a same feeling of experience
of coffee making at home lacked quality, innovation and excitement. They have grown CafePod
to be UK's 7th largest roast and ground coffee brand with a strong ambition is to become UK's
number 1 coffee brand in next five years (CafePod Nespresso Compatible Coffee, 2019).
Range of sources of international marketing and shows differences to local marketing.
As per the view of Ghauri and et. al., 2016 International marketing refers to a process
which is planned and organized in a well manner that will helps in creating a more awareness
towards the company's presence within the specific area. For this purpose a company use
effective tools and techniques in order to use creative marketing practices and styles.
According to the Demangeot, Broderick and Craig, 2015 International marketing defines
as a procedures through with people came to understand the several products and services of
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organizations that are present at global level. It is required a clear understanding of people
towards the norms as well as ethics that has to be followed by managers at a time when they
market their products and services.
The manager of CafePod Coffee Co. want to operates their business in Asian countries so
they needs to consider ethics, norms and values in order to maintain a positive image in the
customer's mind. In order to expands successfully a co founder needs relevant and detail
understanding about all aspects that has to be considered. When people are more attracted
towards the advertisements of a company's products then there will be a chance of increasing the
sales of CafePod Coffee Co.
Differences:
Local and international marketing are differ from each other as local marketing defines as
a planning and conducting marketing activities within the particular boundaries. At national
level, Managers required to know about trends of local conditions and it is easily manageable as
compared to international (Kotler, 2018). It is considered as a significant role in order to get
feedback from their local customers as the needs and wants of target market gets changed, so a
manager of CafePod Coffee have to identify the feedback in Asian countries. Local marketing
needs less finance whereas international marketing requires huge funds as they required creative
advertisement and promotional strategies. In addition, at local market company can be
communicated at their stores and outlets but at international level several local competitors are
also present which will hard to build a positive image in the new markets customers.
LO 1
Scope and key concepts of international marketing.
CafePod Coffee operates in local UK and the founder of an organization thinks to
operates in Asian countries as they need to understand the scope of international marketing in
order to get benefits (What is the Scope of International Marketing?, 2019). The scope of
international marketing of CafePod Coffee Co. are as follows: Third party location: It provides a scope of enter into a new country as all countries have
their own rules and legislation regarding trade mechanism as some countries can not
trade with others so CafePod have to enter into Asian countries.
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