International Marketing: Scope, Concepts, and Challenges

INTERNATIONAL
MARKETING

Contents
INTRODUCTION...........................................................................................................................4
MAIN BODY...................................................................................................................................4
LO 1.................................................................................................................................................4
Introduction to organisation...................................................................................................4
Source that explain international marketing and the differentiate them with local marketing5
Scope and concepts of international marketing......................................................................6
Challenges and opportunities exists in international marketing.............................................7
LO 2.................................................................................................................................................7
Rational in context of organisation to increase market area at international level.................7
Routes to enter into international marketing and most appropriate for business and its critical
evaluation...............................................................................................................................8
Key criteria and selection process to enter into international market....................................9
Advantage and dis-advantage of each market entry strategy...............................................10
Recommendation and conclusion on how and why the organisation must enter into
international market..............................................................................................................12
Challenges and opportunities exists at international market level.......................................12
LO 3...............................................................................................................................................13
Local and global debate with key arguments.......................................................................13
Product, promotion, pricing and distribution is differ when it is implemented in international
market...................................................................................................................................14
LO 4...............................................................................................................................................15
International approaches for marketing................................................................................15
Compare home and international orientation and ways to assess competitors, outlying the
implications of each approach..............................................................................................16
Recommendations for the company.....................................................................................17

CONCLUSION..............................................................................................................................18
REFERENCES..............................................................................................................................19

INTRODUCTION
International marketing can be defined as expand of business activities, operations and
functions with utilise and implement of a plan and promote organisation products and services
into other nation for earning more amount of profits. International marketing is also defined as
the application of marketing principles for satisfying the needs and wants of various individuals
who are beyond the local boundaries of country. This report is composed from point view of
AIRDRI which operates there business in hand drying industry. The organisation ascertains
opportunity in international market to fill the gap between designed as well as energy efficient
hand dryers and potential customers (Andersson and Evers, 2015). Moreover, this report
highlights on scope and concept of international marketing and the different routes which exists
to enter into international market. Monitor and select of key criteria and process for entering into
international business and use of different market entry strategies will also be focused in this
report.
MAIN BODY
LO 1
Introduction to organisation
The current conditions of market work as a common platform for all organisations that leads
company to perform their work within different countries. AIRDRI was founded in the year 1974
and operates its business in hand drying industry. In present scenario, AIRDRI cover the major
market area of UK and emphasis to increase their market area by entering into global market.
Organisation is providing good quality of hand dryer that are creative in design and it is also
available at low rates. In context of UK local market organisation is performing there perform
their work effectively that leads company to earn more amount of profits because the quality of
hand dryers is high which provides better value that satisfies needs of customers in effective
manner. Along with this the existing aim of organisation is to enter in market of the Germany as
it is potential market for hand drying industry (Björk, 2017). Moreover, the major benefit gain by
management of AIRDRI is that new market enhances the monetary value for organisation and it
also enhance goodwill of products.