International Marketing Strategies for Boma Garden Centre

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BUSINESS INTERNATIONAL MARKETING
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Contents
Introduction......................................................................................................................................3
LO1 Demonstrate an understanding of how marketing contributes to business strategies in an
international context........................................................................................................................3
P1 Analyze the scope and key concepts of international marketing...............................................3
P2 Explain the rationale for it to want to market internationally and describe...............................6
LO2 Evaluate entry to a selection of international markets and define the key success factors.....8
P3 Evaluate the key criteria and selection process to use when considering which international
market to enter.................................................................................................................................8
P4 Explain, using examples, the different market entry strategies, including the Advantages and
disadvantages of each......................................................................................................................9
LO3 Investigate how elements of the marketing plan can be adapted or standardized across
international markets.....................................................................................................................12
P5 Present an overview of the key arguments in the global versus local debate...........................12
P6 Investigate how the product, price, pricing and promotional distribution approach differs in a
variety of international contexts....................................................................................................14
LO4 Demonstrate an understanding of how to organize and evaluate international marketing
efforts (multinational, global, transnational, meta- national, etc.).................................................15
P7 Explain and analyze the various international marketing approaches your Client organization
can adopt........................................................................................................................................15

P8 Compare home and international orientation and ways to assess the competitors, outlining the
implications of each approach.......................................................................................................17
Conclusion.....................................................................................................................................18
References......................................................................................................................................19

Introduction
International marketing is the process by which each and every business steps out from a
regional market to an international market thus exposing their business to new tests and
opportunities. It has many benefits. For example, it helps in opening new business opportunities
for the companies and in enhancing their growth rate that in turn affects their profits. The pool of
their customers also is enhanced in general and so their brand value skyrockets. It leads to the
higher recognition of the company in the international market. Here the Boma Garden Centre
has been chosen for this report, which is a popular gardening based business that offers various
kinds of gardening maintenance services along with various categories of new plants and other
eco friendly products. The average all over revenue that the company generates annually is
around £80,000. In this report, various kinds of strategies and methods by the company The
Boma Garden Centre have been discussed in a fluid manner and along with that both the barriers
involved in internationalization of a business and the kinds of opportunities it presents have been
explored.
LO1 Demonstrate an understanding of how marketing contributes to business strategies in
an international context
P1 Analyze the scope and key concepts of international marketing
International marketing is the process that helps companies explore the kind of markets that are
available outside the domestic market and the kinds of benefits they can grasp in those new
marketplaces.

The main factor by which international marketing differs from local marketing is by the fact that
in local marketing the full focus of doing trade and business remains centering on the local
market only. Where in case of international marketing the marketing or business is done away
from the domestic market, in a completely new marketplace (Knight et al., 2018). Therefore, this
on one side presents various kinds of new opportunities for a business in order to make it go
global. However, on the other hand also exposes the company to many kinds of risks, which if
not tackled in a proper way can lead to the total downfall of the company or can end up causing
huge losses for them.
The differences between both of these concepts of local marketing and international marketing
are as follows:
Local marketing:
1. The local marketing deals with the service of local consume only and revolve around a
domestic market only (Watson et al., 2018).
2. The growth rate of the company is limited and can become stagnant at one point of time.
3. Investment is needed in small amount in comparison with internal marketing to initiate the
business.
4. The risk percentage is low here.
International marketing
1. Here focusing on diverse varieties of customers are done in order to chart out their tastes and
buying patterns. The backgrounds of these people are different as the customers belong from no
one market place (Paul and Mas, 2019).

2. There is a high chance of growth if the right measures are taken as the business have access to
a wide range of customers with diverse needs.
3. Investment is needed in large amounts.
4. The risk is extremely high here as there is a lot of money involved. So if things do not work
out properly there are chances that huge losses can happen.
For a company like The Boma Garden Centre to flourish properly in the internal markets, the
business need to be aware of several key attributes and concepts that are illustrated below for
doing their business in an efficient way outside the domestic market (Nes, 2018).
Internationalization – It is the process of upgrading the level of operation of doing business of a
company by entering the international market and for this to happen in a proper manner the
company needs to evaluate and have their hands on all the relevant facts that are needed to be
looked over to come up with a suitable business plan. In this process an evaluation of the kinds
of profits that can be made are done (Grzegorczyk, 2018). There are many ways that can help a
company to expand properly, one of which includes the way of acquisition.
Through this process, a company invests and brings an existing company under its shade located
in the international market. Many renowned companies took this strategy initially while
exploring internal marketing, for example Jerry’s, Firestone
Global Business Trends – A company needs to have a thorough grasp on the kinds of trends
that are active in the market especially in the marketplaces of target for coming up with a proper
business strategy. They also need to develop an idea on acquiring new bonds with the already
established big players out there in those markets, which will act as an initial boost during the

expansion of business. The proper use of the environmental resources to maximize profits is a
art that also will pal y a key factor in determining the success of a company.
International Marketing Task – The specific kinds of activities that a company needs to
perform or fulfill for entering the market of a new country. It consists of two factors, controllable
and uncontrollable factors (Kowalik and Danik, 2018). At the former one, the business will
develop a suitable plan based on the product qualities, price tags, analysis of the outer market,
developing suitable marketing strategies for product launches, etc. In the latter one, the company
needs to keep itself aware about the political, social, economical factors and based on that always
remain prepared with needed backup plans that are highly flexible in nature.
P2 Explain the rationale for it to want to market internationally and describe
The various routes to market the organization can be the main reasons for which a company like
The Boma Garden Centre would like to expand their business from a domestic market to an
international one include:
Opportunity creation – After venturing into the new market the company gets bombarded with
many kinds of business opportunities of substantial growth and in raising their brand values.
They have the luxury of experimenting with many kinds of newer products as people of various
tastes are there in the market (Shiflett, 2018). Therefore, they can try out various kinds of
strategies that are ideally charted out for those new internal markets and see which one works the
best.
Geographic market development – When a company expands it business to multiple
marketplaces then it can closely study the process by which each of the products are being
greeted at markets of various places. This further will help them in understanding the needs,

tastes of various markets in a better way, and make them change their business plan for specific
regions accordingly (Sinha and Sheth, 2018).
There are several internal and external reasons for which a company enters into the international
market:
Internal
 Resources – The Boma Garden Centre is currently is in a good position financially and in
comparison with their competitors their productivity rate is also looks great so now is a good
time for them to take their business to the next level by tasting the waters of the international
market.
 Benefits vs. risk – As discussed above there are numerous benefits of internationalization
including increased brand exposure, better growth chances, being exposed to new market ideas,
bonding with newer partners, etc. While the other side of the coin also consists of many risks that
if not carefully negotiated and handled have the capability of hurting the company big time
(Radulovich et al., 2018).
External
 Barriers to entry – The Boma Garden Centre needs to consider many factors like the matters
of paying international taxes and tariffs that will of course exist in the outer markets as per the
laws of those countries and that of international business treaties. They need to make their
overall budget at the very beginning keeping in mind these issues. In addition, there will be
newer laws and policies in internal markets, which will be significantly different than that of the

local market (Wu and Zhou, 2018). Therefore, they need to carefully those newer policies
beforehand and make suitable strategically plans based on those to avoid trouble in the future.
 Collaboration – This is the approach by which a company can hit it f in the new market place
by bonding and making new collaborations of companies in the same niche and hence boost up
their market presence initially. The most common methods of collaboration are through joint
ventures.
LO2 Evaluate entry to a selection of international markets and define the key success
factors
P3 Evaluate the key criteria and selection process to use when considering which
international market to enter
The Boma Garden Centre must explore the following few areas for determining the selection
process of entering new market:
Competition intensity – There are high chances that in the international market there are some
already big well established companies so The Boma Garden Centre needs to take some strategic
steps in order to slowly but steadily emerge out into the new market as a recognizable force in
their market niche.
Market Demand – The demand for gardening products in the international market is quite high a
gardening is not only a side time hobby for people but also is being practices by man and woman
all around the world on a serious note (Wu and Zhou, 2018). Therefore, the demands for
gardening products like shovel, watering equipments, etc are truly high in the market.

Trade Barriers –The main barrier of trade lies in the large investments that are needed to be made
while starting out business in a new market.
Therefore, this can only be undertaken when a company is in stable position and ready to take
some new risks to enhance their business.
Political risk – The political climate of the domestic market and that of the market of other
country will vary significantly. There are various kinds of situations related with war,
unstableness existing in any countries (Andoh et al., 2018). So thorough research needs to be
done on the market political condition before entering that market.
Stability in political climate is essential for doing trade in a stable manner in a foreign country in
order to make some suitable profits.
Cultural difference – People from different countries have different cultures and culture plays a
key factor in determining the marketing strategy suitable for a product launch in a particular
market.
P4 Explain, using examples, the different market entry strategies, including the
Advantages and disadvantages of each
A company takes many kinds of strategies in order to enter an international market, some of
which can surely be used by The Boma Garden Centre, those are as follows:
Exporting – Via this process, a company deploys its particular kinds of products to an outside
market through an intermediately party. When using this method the cost price of the finished
products that are to be shipped to the market enhances significantly because of the transportation
costs of transfer from one place to another.

Advantages – As a result of this action plan the company can easily transport its [products from
one place to a multiple place without worrying about manufacturing those products in different
locations as it will call for more manpower (Kowalik and Danik, 2018).
Disadvantages – It is costly in nature and a lot of effort is needed to make it occur in a foolproof
manner.
Licensing – The process by which a company lets its products to be available to other countries.
This process of licensing is performed based on a particular fee. The company that is giving
away the licensing earns some bucks because of this.
Advantages – It helps in the creation of some strong bonds in the markets with other big
companies of same niche.
Disadvantages – The licensee makes a low profit because of this and in exchange the licensor
gets to use the goodwill of the license.
Joint Venture – This is very useful strategy often used by many companies going to the
international level, where a company merges with another company in the same niche so that
they can join their forces and resources and use them together to dominate a large portion of the
new market (De Mooij, 2018).
Advantages –Helps in stabilizing the financial and resource pool of the company brings stability
to the company.
Disadvantages – High chances of chaos can occur if the merger does not go well.

Franchising – a company to replicate its own business and to open a part of the company in the
same way in another location uses this process. This helps he company serve the same kinds of
products to its customers by opening a similar branch to a new market.
Advantages – Helps in enhancing the goodwill of a company.
Disadvantages – There are a lot and lot of expenses involved with these decisions and needs a lot
of manpower.
From all of the above mentioned strategies, the strategy that might be recommended for The
Boma
Garden Centre is franchising.
By using this strategy the company can open similar outlets in new market places that will lead
to its market exposure. They are in a better financial position so they can handle the basic
expenses needed. However, they need to come up with thorough market launch planning of
those outlets and devise suitable promotional activities for those new openings. For example, say
if the Boma Garden Centre decides to expand its business in a country like India then they need
to devise their gardening equipments and products and show them, to be suitable to be used for
enhancing agriculture by highlighting the utilities of those products (Fatehi et al., 2018). The
target audience will also be large as India is an agricultural based country where a huge
percentage of people’s occupation is related with agriculture. With the right promotional tactics,
right hiring’s, proper strategically plans thy can start to see of profits in such a lucrative
marketplace in no time.