International Marketing: Scope, Concept, and Strategies

This document provides an overview of international marketing, including the scope and concept of global marketing, rationales for marketing internationally, market entry strategies, and a comparison between local and global marketing. It also discusses the 4 elements of market mix in the international context. The document is relevant for students studying international marketing or related courses.

International
Marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1. Identify the scope and concept of global marketing........................................................1
P2. Discuss the rationales that are useful in marketing internationally and represent several
routes which is used by company...........................................................................................2
TASK 2............................................................................................................................................3
P3. Identify the selection process and criteria to take entry in market ..................................3
P4. Explain the market entry strategies with its benefits and drawbacks...............................4
TASK 3............................................................................................................................................5
P5. Discuss the overview of international marketing with comparison among local and global
................................................................................................................................................5
P6. Conduct the 4 elements of market mix in the international context.................................6
TASK 4............................................................................................................................................7
P7. Explain the several international marketing approaches which company can adopt.......7
P8. Effective comparison among the international and home orientation considering the
assessment of competitors......................................................................................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
International marketing advert to the outstanding request of several merchandising value
which are helpful in terms of appreciating the needs of various group crosswise the borders. It is
useful in considering the selling acts which is fewer than one segment. It is also considered as the
global marketing that leads to develop marketing mix and also customise prominent product as
per the need of individuals (Mathews and et. al., 2016). It tends to depict the overall performance
of prominent business activities to promote the smooth flow of products and services. Moreover,
marketing tends to set its own challenges and because of this, international marketing face global
issues considering high level of competition, legal restraints, governmental control and so on. To
carry forward this study, Plum baby is considered that tends to develop organic food for babies
situated in UK and company was founded by Susie Willis in 2004 who is the former chef of The
Savoy Hotel. The report tends to cover the prominent attempt of enterprise schemes at the global
context and identify the marketplace entry choice ways regarding the prosperity component.
Furthermore, it tends to include the significant component of selling plan that are opted by the
global market and examine the worldwide marketing efforts.
TASK 1
P1. Identify the scope and concept of global marketing
Global marketing depicts the significant show of enterprise act that tends to mature
undertaking the pricing plan and effectual flowing of products and services in terms of earning
effective profitability. In this context the prominent discussion considering the scope of
worldwide commerce is discussed as:
International marketing tends to develop peace among nations: It is related with several
enterprise act considering the effective industry and commerce for the high tech products. For
this, global selling leads to involve various individuals crosswise the global to work collectively
with effective perceptive and tends to create order between countries. In relation with Plum Baby
they are responsible for effective interaction of workforce that leads to enable them from the
nations and also meet manually considering the proper development and commerce (Cavusgil
and et. al., 2018). Lastly, company put emphasis on the effective interaction in terms of
developing the mutual understanding considering the establishment of enterprise and their
relation that leads to create effective common perceptive.
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Eliminate risk and open opportunities: Global commerce tends to enhance significant
opportunities for several companies in terms of dealing with global market. In terms of effective
manufacturing of products in home country can be more effective for Plum baby and country as
well. In terms of global brands the prominent portion from the revenues and sale considering the
outside of the parent country (Paul, 2019). Regarding the expansion of Plum Baby tends to
conduct environmental analysis that is helpful in order to reduce the current risk cause from the
activity by effectively developing significant strategies and plans.
Fully owned manufacturing: It depicts the prominent involvement of institution to take
effectual control considering the industry and publicity in target market. In terms of Plum baby,
they tends to develop their own facilities undertaking the effective development and gathering of
products and services. Hence, it is helpful for brands to work for the longer period of time rather
than considering the short term goals to maintain the quality without depending on others.
P2. Discuss the rationales that are useful in marketing internationally and represent several routes
which is used by company
There are several ground by which company go at the global level in terms of increasing
and exploring their concern condition by opting significant changes in business situation.
Furthermore, company at the worldwide level tends to help other business to opt prominent
changes and take advantage of technological development. There are few explanation by which
Plum Baby go at the global level:
 Merchandising the business organisation at the worldwide level that tends to modify the
income and revenues of company by undertaking the prominent beginning to present
their products in other countries.
 Furthermore, considering the effective expansion at the international level, company
tends to learn prominently to opt effective changes and undertake prominent fluctuations
as per the supply and fix for the improvement and transformation of organization.
There are several market entry methods that can be opted by Plum Baby in terms of going
beyond at the international market which is mentioned as: Franchising and licensing: It tends to depict that business permit other organisations and
individuals in other country in terms of purchase and sales of their product considering
the services at the global level. For this, licensing and franchising strategy also some
prominent duties that are charge by other individuals in terms of imitate fees considering
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the idea of goods (Malhotra and Dash, 2016). This method is also opted by Plum Baby in
terms of purchase and sale of their products considering profit earning at the international
market.
 Exporting: This process is concerned with the effective production and manufacturing of
products at the domestic level and ship them towards other country across the borders. It
is useful in providing the easy way which is effective for Plum Baby in terms of taking
entry in the international market.
TASK 2
P3. Identify the selection process and criteria to take entry in market
Market choice plays an crucial role at the global level as marketplace is depends on the
prominent valuation of several market situation which is the well delimited criteria and offered
by organisation considering the objectives and resources. For this, some major steps should be
followed by Plum Baby in terms of selection market.
International marketing objectives: This step is identified with effective exportation
merchandising verifiable of an organisation. In terms of market selection prominent area to serve
for the specific goods and employment at the worldwide commerce goals which is not much
important in terms of accomplishing those goals and objectives.
Parameters for selection: For this, effectual choice and rating of industry is essential to
understand the effective parameters in terms of selecting the prominent area and segment
(Eisend, Evanschitzky and Calantone, 2016). In terms of several parameters it is undertaken as
the effective selection of market considering the resources for the international environment,
authorities policy, quality of contest, market situation and so on.
Preliminary screening: It represent the significant goals considering the exploratory
showing that is helpful in reducing the industry which is not prominent for company. It tends to
undertake the significant constant that are used by institution for the exploratory showing that
fluctuate as per the goods and services. Hence, the significant parameters undertake the size of
population, factor for infrastructure, per capita financial gain, political situation and so on.
Short listing of markets: After the exploratory screening, it tends to enable the reduction
of marketplace that is not for the payment of institution. It depicts the huge market area that left
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after the exploratory display due to many factors considering the political conditions,
environmental application and many more.
Evaluation and selection: After the short listing of particular segment and evaluation of
reference tends to depict the cost benefit analysis which is quite feasible for the market study
(Zhang, 2020). It tends to depict the prominent rank on the basis of effective repulsion of activity
that is best and appropriate for introducing the product by undertaking several beginning of
institution and outside situation.
Test marketing: Here, market is tested at the lower level by introducing product for the
specific section of market and get feedback in terms of making effective modifications. It is
helpful for the manufacturer in terms of assessing the prominent response of customer towards
particular market by test the success of production for mass scale.
P4. Explain the market entry strategies with its benefits and drawbacks
There are respective market entry scheme that are useful for Plum baby regarding the
effective expansion for their business at the global market. For this, few are discussed as under:
Exporting: It depicts the effective manufacture and improvement of prominent
commodities considering the home county and then tends to ship across the border. Hence, it is
undertaken as the easy marketing strategy for Plum Baby to take entry in the international
market. Benefits: It tends to develop the productivity and products for the significant profit
margin and also provide easy method to take entry in the international market.
Furthermore, it is also useful in terms of significant exposure with unique ideas and
prominent management practices that leads to provide suitable enhancement in
competition and competitiveness (Watson IV and et. al., 2018).
 Drawbacks: This procedure depicts the enhancement in effective manufacturing and
operating cost for Plum baby as it is undertaken as the prominent need to consider the
norms and rules. In terms of this, it is essential to make significant alteration for the
products that are needs by company as it tends to hamper and oversee things in the
domestic market.
Franchising and licensing: This process is helpful for Plum baby as it tends to allow
several other organisations to copy them and sell effective products and concerning service of
Plum baby at the international level (Sundqvist and et. al., 2016). In this method, it tends to
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depict the prominent duty which is charged by the other individual to copy and make prominent
idea of product. Hence, this method is helpful for Plum Baby to sell its products and services and
earn effective profit in international market. Benefits: It depict the significant roles and responsibilities concerning risk factor which
is interlinked with the happening and maturation of merchandise and employment which
is provided by Plum baby to share their net profit with both the political party who tends
to deal at the international level. In terms of this, company has controlled sum of money
of superior which is needed to develop high return for the prominent investment which is
helpful for the licensing and franchising at the global level.
 Drawbacks: It is afraid with the hazard which is being traced for the violation of
copyright and trademark for all the factors that relies under the intellectual property of
Plum baby which is prominently high in this method acting.
TASK 3
P5. Discuss the overview of international marketing with comparison among local and global
Worldwide marketing is helpful in providing various chance to an organisation that tends
to enhance the customer base by providing the helpful merchandise and employment towards
their significant customers in the foreign market to retain them. For this, the quantifiable
structure is helpful for an organisation to improve the market profit and share. Despite from this,
communication is helpful in terms of facilitating and also become beneficial for company to
improve the image and value in market (Schlegelmilch, 2016). Moreover, local marketing is
quite good for the effective presence at international level as it becomes easy for Plum baby
which is familiar with the strategy. It tend to increase the prominent chances of the competition
that are waiting regarding the opportunities to achieve the customized to create institution and
alteration the mental image and activity share.
Global vs. Local marketing
Basis Global marketing Local marketing
Offered products and services In this level, company provide
significant commodities to
their customers in several
countries in they wish to
Here, company provide
significant customised
products that matches with the
need of customers.
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operate.
Promotional tactics At the global level, Plum baby
tends to make their marketing
strategy considering various
promotional tactics like Radio,
TV, magazines and many more
considering the global events
that are helpful for their loyal
customers (Charles and
Anderson, 2016).
In this, significant techniques
are provided undertaking the
newspaper, television and so
on that provide customised
services.
P6. Conduct the 4 elements of market mix in the international context
Marketing mix is useful for company in terms of explaining the enterprise at the global
level which is useful in organising significant research of market to analyse the prominent trends
and concerning act (Yang and Gabrielsson, 2017). It tends to undertake prominent tactics and
strategies that are used by Plum baby considering the expansion of concern before launching
their fresh merchandise in marketplace. It also depicts the prominent frameworks which is used
by local market considering the enlargement at the international level to accomplish effective
profitability and success. Few factors of marketing mix are discussed as: Product: It tends to depict the significant products and items that are formulated to fulfil
the necessarily of customers. For this, the prominent marketing of products and
employment is essential to identify the difference among the product and competitors.
Presently, Plum baby deals in organic baby food and also manufacture it in terms of
satisfying the needs of customers and acquire large market area to become the leader. For
this, company make flavoured organic food for their customers that leads to cover the
organisational result to target market. Price: It tends to depict the effective price of product in which customers are willing to
pay and also tends to market products with the help of professionals considering their
cost which is useful for effective research and development for the distribution and
marketing. Furthermore, it also tends to depict the pricing points that offer products
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considering the aim of using effective prices for the prominent technique that is useful in
increasing the profit margin (Vaillant and Lafuente, 2019). Hence, in terms of this, Plum
baby can opt penetration pricing policy that is helpful in developing large customer base. Promotion: It tends to undertake prominent marketing campaigns and concerning
activities which is related with the sales promotion, PR, advertisement and personal
selling. It is undertaken as the effective strategy that can be opt by Plum baby in terms of
communicating with their potential customers. Furthermore, company tends to offer
significant information to persuade their customers considering the purchase of new
products with the help of PR and word of mouth to promote their products.
 Distribution: It depicts the effective type of product considering the sale by identifying
the significant area of distribution and considering the product undertaking they physical
store, online platform and many more. Furthermore, this factor of marketing mix depicts
the effective location in which company and its concerning products prominently access
to their customers (Buccieri, Javalgi and Cavusgil, 2020). Hence, Plum baby provide its
concerning services to their stores and undertake online method to achieve competitive
edge.
TASK 4
P7. Explain the several international marketing approaches which company can adopt
By undertaking the prominent selling formulation which are obdurate and by which Plum
baby opt exporting in terms of expanding its business and also get international presence for it.
Hence, exporting is the procedure to sell and exchange products to their customers considering
the significant areas with their objectives to achieve effective market share. In terms of this, there
are two basic kinds of export process that are mentioned in terms of Plum baby:
Direct exporting: This procedure depicts the exportation undertaking the effective sale of
merchandise and concerning services that are formulated without the involvement of middleman
(Klimovets, 2016). Besides this, Plum baby is responsible for offering merchandise crosswise the
state and also accountable to deal with the abroad organisations on direct basis. Benefits: It is useful in providing immense power over the significant transactions of sale
and make it more prominent considering the effective improvement of relation to their
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customers. Furthermore, middlemen are destroy in this procedure regarding the export to
create gainfulness for institution.
 Drawbacks: It need effective time and money to gather repulsion of customized that
consist from the foreign nations without the help of middleman. Here, Plum baby is
responsible for the safety which is involved in effective transaction of production.
Indirect exporting: This method depicts the running of manufacture employment
considering the help of middleman in foreign countries. In terms of this, helpless agents and
exportation direction bureau are responsible to sell products and also accountable for motion of
products in abroad nations (Kotabe and Helsen, 2020). Benefits: It is helpful in providing barrier free conveyance considering their commodity
and services and sale mediator that are involved and has effective experience.
Furthermore, the prominent magnitude of finance and effective time is needed for the
comparing of direct finance.
 Drawbacks: It tends to eliminate the net income border as in this, the broker and
distributor need effective committee for their continue. It also tends to take effective
control over the sale for several minutes that led by straightforward exporting.
Hence, to securing the deal it tends to export process by using direct method as it is
helpful in taking prominent control over the transactions and sales. Besides this, effective market
research and analysis tend to organise prominent market research and effective identification for
Plum baby to identify effective exporting opportunities at the global market.
P8. Effective comparison among the international and home orientation considering the
assessment of competitors
There are several companies that tends to organise business with several orientations that
relies on the quality of procedure and effective product for business concern as per the
suitableness of foreign market. For this, significant ways to accession challenger regarding
effectual placement which is discussed as: Ethnocentric: It depict the prominent enlargement of home products at the global market
considering the use of redundant industry in domestic market. It put emphasis on the
concerning strategy for the need of local market to develop significant business strategies
on the grounds of domestic market (Cavusgil and et. al., 2018).
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 Polycentric: It depict the effective development of product undertaking the need of
several market. For this, business offer effective marketing rights to the staff members of
the foreign market to carry out the merchandising transaction that depends on the specific
market. Geocentric: In this, the entire world is undertaken in the individual merchandising
scheme by the marketplace to have minimal share in their marketplace. For this, most of
the organisations opt global placement to offer significant exposure (Paul, 2019). Hence,
to carry out the business operations, Plum baby opt effective interchangeable selling plan
of action before introducing their merchandise in market considering the need of culture.
Home vs. International orientation
Basis Home orientation International orientation
Market perception Here, company tends to focus
on the domestic perception
considering the similarities for
the foreign and home market
to extend their domestic
market in the global market.
For this, market is undertaken
as the whole world as its own
market.
Market strategy Domestic market is expanded
for the foreign market.
In this, market strategy is
globally standardized.
CONCLUSION
By considering the preceding discussion, it is identified that international marketing is
helpful in earning maximum profitability for company as it tends to carry significant risk factor
that can become barrier in the success and growth of company. In terms of this, it is essential for
company to identify the significant scope of international marketing and also tends to examine
the rational considering the effective entry of market and prominent routes to take entry. Besides
this, company tends to opt effective process to select prominent market regarding the
enlargement of business.
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REFERENCES
Books and Journals
Buccieri, D., Javalgi, R.G. and Cavusgil, E., 2020. International new venture performance: Role
of international entrepreneurial culture, ambidextrous innovation, and dynamic
marketing capabilities. International Business Review, 29(2), p.101639.
Cavusgil, S.T and et. al., 2018. Middle-class consumers in emerging markets: conceptualization,
propositions, and implications for international marketers. Journal of International
Marketing, 26(3), pp.94-108.
Charles, G. and Anderson, W., 2016. International marketing: Theory and practice from
developing countries. Cambridge Scholars Publishing.
Eisend, M., Evanschitzky, H. and Calantone, R.J., 2016. The relative advantage of marketing
over technological capabilities in influencing new product performance: the moderating
role of country institutions. Journal of International Marketing, 24(1), pp.41-56.
Klimovets, O.V., 2016. New marketing technologies in international business. In Living
Economics: Yesterday, Today, Tomorrow (pp. 25-30).
Kotabe, M.M. and Helsen, K., 2020. Global marketing management. John Wiley & Sons.
Malhotra, N.K. and Dash, S., 2016. Marketing research: An applied orientation. Pearson,.
Mathews, S and et. al., 2016. Internet marketing capabilities and international market
growth. International Business Review, 25(4), pp.820-830.
Paul, J., 2019. Marketing in emerging markets: a review, theoretical synthesis and
extension. International Journal of Emerging Markets.
Schlegelmilch, B.B., 2016. Global marketing strategy. Cham: Springer Nature.
Sundqvist, S and et. al., 2016. Cross-country cross-survey design in international marketing
research: The role of input data in multiple imputation.
Vaillant, Y. and Lafuente, E., 2019. The increased international propensity of serial
entrepreneurs demonstrating ambidextrous strategic agility. International Marketing
Review.
Watson IV, G.F and et. al., 2018. International market entry strategies: Relational, digital, and
hybrid approaches. Journal of International Marketing, 26(1), pp.30-60.
Yang, M. and Gabrielsson, P., 2017. Entrepreneurial marketing of international high-tech
business-to-business new ventures: A decision-making process perspective. Industrial
Marketing Management, 64, pp.147-160.
Zhang, S., 2020. Phonology and Semantics in International Marketing: What Brand Name
Translations. Psycholinguistic phenomena in marketing communications, p.59.
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