Scope and Key Concepts of International Marketing

International
Marketing

Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................2
TASK 1............................................................................................................................................2
P1 Analyse the scope and key concepts of international marketing...........................2
P2 Explain the rationale for it to want to market internationally and describe the
various routes to market the organisation can................................................................3
TASK 2............................................................................................................................................5
P3 Evaluate the key criteria and selection process to use when considering which
international market to enter..............................................................................................5
P4 Explain, using examples, the different market entry strategies, including the
advantages and disadvantages of each..........................................................................7
TASK 3............................................................................................................................................9
P5 Present an overview of the key arguments in the global versus local debate.....9
P6 Investigate how the product, price, pricing and promotional distribution approach
differs in a variety of international contexts...................................................................10
TASK 4..........................................................................................................................................12
P7 Explain and analyse the various international marketing approaches your client
organisation can adopt.....................................................................................................12
P8 Compare home and international orientation and ways to assess competitors,
outlining the implications of each approach..................................................................12
CONCLUSION.............................................................................................................................13
REFERENCES............................................................................................................................14

INTRODUCTION
International marketing can be define as a business activities in which company
is planning to promote as well as advertise its products and services to international
market area (Czinkota and Ronkainen, 2013). This is considered as a most effective
way to enhance organisational customer bases as well as gaining more profits. By
marketing products and services at international level company will be able to attract
more and more customer towards business. This business activity is very helpful in
overall enhancing the business performance as well as achievement of organisational
objectives. There are various challenges faced by company when it is conducing its
business operations at international market area. This is considered as a way though
which a company will be able to identify the need and requirement of international
customers as well as full fill their wants. Chosen company for this report is Airdri Group.
This is a well known company which is dealing in local market area of United Kingdom.
This company was established in 1974 and founder of this organisation was Peter
Philipps and Perter Allen. Airdri company was founded in Oxfordshire, United Kingdom.
There are different types of product offered by this company which is very helpful in full
filling the requirement of customers. Product range of Airdri organisation is The Airdri
Quantum Hand Dryer, The Airdri Quad Hand Dryer, The Airdri Quest Hand Dryer and
many other products. This report includes the concept as well as scope of international
marketing and various routes has been evaluated that can be used by organisation to
market internationally. Key criteria and selection process has been evaluated that
should be used while international marketing. Various marketing strategies has been
identified with their advantages as well as disadvantages. Difference between global
and local marketing as well as different approaches regrading product, price and
promotional distribution has been investigated in context of international market.
Various marketing approaches has been analysed as well as comparison between
home and international orientation are evaluated.
1

MAIN BODY
TASK 1
P1 Analyse the scope and key concepts of international marketing.
International marketing can be refers as an idea through which company is
planning to expand its business activities at international market area (Armstrong and
et. al., 2015). It is very important for growth and development of an organisation to
enhance its business activities in new and international market area. This will help in
attracting more customer towards business as well as expanding organisational
activities at new market area. International marketing includes set of activities that will
lead to promotion as well as advertisement of business at international market area.
Airdri company will be able to market its products and services at new area. This will be
very helpful in attracting customers as well as enhancing market share of respective
company. This will help in gaining competitive advantage over other rival companies as
well as increase its profits.
Scope of international marketing
There is a wide scope of international marketing for Airdri company. International
marketing can be describe as a way which is majorly align with the flow of products and
services towards customers of new market area (Akaka, Vargo and Lusch, 2013). This
will help in developing it business as well as its activities at internal market area. Scope
of international marketing in context of Airdri company is mention below.
Imports – This is considered as a way of marketing products to potential
customer by importing products from any other country. Importing process is considered
as easy as well as impactful way of international marketing. Through this process Airdri
company needs to import products that is helpful in meeting with the needs and wants
of its targeted and potential customers.
Exports -In this company will be exporting its finished as well as semi finished
product to new international market. This is an very effective process in order to earn
more profits by attracting more customers towards organisation. Exporting is a process
in which Airdri company will be identifying needs and requirement of its products in new
international market area. Exporting has wider scope for respective company as it will
directly lead to increment in customer bases as well as profits.
2