International Marketing: Scope, Concepts, and Strategies

International
Marketing

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK 1............................................................................................................................................3
P1. Analyse the scope and key concepts of international marketing..........................................3
P2. Explain the rationale for an organisation to want to market internationally and describe the
various routes to market they can adopt......................................................................................4
TASK 2............................................................................................................................................6
P3. Evaluate the key criteria and selection process to use when considering which
international market to enter.......................................................................................................6
P4. Explain, using examples, the different market entry strategies, including the advantages
and disadvantages of each...........................................................................................................7
TASK 3............................................................................................................................................8
P5. Present an overview of the key arguments in the global and local debate...........................8
P6. Investigate how the product, pricing, promotional and distribution approach differs in a
variety of international contexts..................................................................................................9
TASK 4..........................................................................................................................................10
P7. Explain and analyse the various international marketing approaches organisations can
adopt..........................................................................................................................................10
P8. Compare home and international orientation and ways to assess competitors outlining the
implications of each approach...................................................................................................11
CONCLUSION .............................................................................................................................11
REFERENCES..............................................................................................................................13

INTRODUCTION
International marketing is exporting and importing of goods and services in different
countries. The rules, procedure, policies, promotion is same across the world. It will leads to
expatiation of the local business to global market (Bilińska-Reformat and et. Al, 2019) . This is
comprises of various strategies to achieve their marketing goal with the adaption of different
distribution channels to expand their business. Sainsbury is the chosen organisation for this
report, It is the largest chain of supermarkets in UK. It is established in 1869 and the company
became the largest retailer of groceries. The report will cover the concepts and scope of
international marketing and need for the organisation for international marketing and routes of
market which can be adopt. Furthermore, It will also explain the different strategies to enter in
market and difference between global and local debate. It will explain the various approaches of
international marketing with home and international orientation.
TASK 1
P1. Analyse the scope and key concepts of international marketing.
International marketing is the trading of goods and services across the world. With the
implication of this marketing organisation can expand their business in to new market.
International trading is exchange of capital, goods and service in different countries. Investment
is the important factor in international marketing. It is the process of investing money to achieve
its financial goal in future.
Scope of International marketing:
EPRG is stand for Ethnocentric, Poly centric, Regiocentic and Geocentric is the
management, which is used in international marketing to achieve its business goal.
 Ethnocentric- In this approach, Organisation do not market research in the different
countries and only want to do business according to the local market strategy.(Hine,
Sharp, and Driver, 2019). They do not want to change or adopt and change in doing
business in new market segment.
 Poly centric- This approach is opposite to ethnocentric, Company do market research
for the international business to effectively implementation of all the strategies.

 Regiocentic- In this approach, Company create and implement the strategies according
to the region. Organisation use this approach for the region in which it operates its
business.
 Geocentric- This approach stick on using single strategies in all countries with different
culture. The product and services manufactures in such a way that It will be useful for
local and global customers.
Concepts of international marketing:
There are various concepts of International marketing to take the business in new regions
with the expansion and achievement of business goal. Here are some concept which is discussed
below:
 Globalization- It describe the expansion of business to global boundaries with the
trading of goods and services, Investment, technology and people.(Brooke and Buckley,
2016).In context to International marketing, It plays important role in it by introducing
new segment of market.
 Closed loop marketing- It is use to analytics and insight to form a good marketing
campaigns that will help in getting good return on investment. By using this concept,
Companies will get good profit.
 International legislation- These are the laws and agreement on which two nation are
agreed to do their business irrespective of their polices and procedures across the country.
By analysing the scope and concept of international business, It can be said that business
can Sainsbury can use polycyclic approach of doing business that will help in adjusting in
different countries and various concept have their own importance in successful running of the
business.
P2. Explain the rationale for an organisation to want to market internationally and describe the
various routes to market they can adopt.
International marketing leads to expand their market in new market segment and leads to
generates more profitability in the organisation. There are some factors which explains the need
of international marketing are as follows:
 Large market size- When the company will do business on international level, there is a
large marketplace across the different countries. (Forte, Hoojaghan and Pool, 2016).They
can earn more revenue and profit in available resources. Sainsbury is a public