International Marketing Strategies for Click Travel Ltd

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INTERNATIONAL MARKETING

INTRODUCTION
This assignment is discussing international marketing which is a wide concept of the business.
After the globalization, there are many companies who have started their business globally in
order to earn a profit. When the business organization conducts the business across the world
by crossing the national boundaries is called as international marketing (Akaka et al., 2013). It
creates a huge competition level between the companies. There are different strategies and
plans created by the organization in order to gain success in the international market. The
people are getting advance services and products with the help of international business.

This assignment will be focusing on different concepts and theories of international business
(Armstrong et al., 2015). For understanding the challenges and benefits of international
marketing this report is choosing Click Travel Ltd. This is a UK based organization that is
providing travel services to the customers and travelers. The company wants to compete with
the popular traveling companies like British Airways, Virgin Atlantics and Thomas Cook for
which they are making effective strategies and plans. The company wants to expand its
business in other countries in order to gain profit. The international marketing has been
adopted by the company to expand its business. This assignment will be discussing the
challenges and problems which have been faced by the company in order to expand the
business (Bengtsson et al., 2010).

TASK 1
P1
The main aim of international business is to expand the business globally in order to gain profit
and brand image in the market (Berthon et al., 2012). International Business is helpful in
increasing the sales volume of the company. Click travel desires to offer reasonable services to
the customers in order to gain their trust in the international market. There are some key
concepts of international marketing which will be helpful for Click Travel in the international
market.
IDEA OF INTERNATIONAL MARKETING
Multinational marketing
Multinational marketing is a concept where the marketing mix of the company can be stretched
in different areas and countries. The multinational marketing brings so many challenges for the
organization because it involves different situations and different market in which the
customers have different choices and demands (Christou, 2015).
Export Marketing:
When an organization provides the services and products to the company or customer across
the national boundaries is called an an expert. There is a completely legal procedure of export
marketing which needs to be followed by the organization. Click travel can use expert
marketing for selling their products internationally.
International Marketing:
Trading of goods and services from one country to another is called international marketing or
it can be said that when the business organization conducts the business across the world by
crossing the national boundaries is called as international marketing (Buhalis and Crotts, 2013).

Domestic Marketing
In the domestic marketing, the target customers are from the host country. In this concept, the
business organization provides services under national boundaries (ClickTravel Ltd, 2018). The
level of competition is less as compared to the international market.
Global marketing
Global marketing is the most effective way to gain brand image in the organization. With the
help of global marketing concept, Click Travel Ltd can expand their business successfully.
SCOPE OF INTERNATIONAL MARKETING
Export
International shipping of products in order to sell them in other countries is called export
(Crooks et al., 2011). There is a completely legal procedure of export marketing which needs to
be followed by the organization. Click travel can use expert marketing for selling their products
internationally.
Import
There are many countries who are taking goods and products from other countries. This is the
opposite form of export where the company purchases the products from other countries.
Re-export
There are some companies who import goods and services to the other countries and they re-
export them to earn more profit this process is called as Re-export (De Mooij, 2010).
Procedures and Actions of Marketing
There are different formalities and principles of different countries which need to be followed
by the organization who wants to expand their business. Click travel needs to follow all the
rules and norms of foreign countries with whom they are dealing with.

Trade block and their impacts
EU, LAFTA CACM, ASEAN, and AFTA are effective trade measures which helps in managing the
international markets successfully (De Mooij, 2013).

P2
There are various routes by which an organization can adopt the concept of international
business. There are different strategies and plans used by the companies to enter into the
international market successfully (Grissemann and Stockburger-Sauer, 2012). The various
routes to international market which can be adopted by the company are described as under:
Opportunistic Development
Click Travel can enter into the international market with the help of using competitive
advantages and opportunities which can be helpful for the growth of the business. The
consistency of the services and brand image in the market can be helpful in opportunistic
development of the organization.
Following Customers Abroad
The company needs to identify the needs and perceptions of the customers abroad. For
entering into the international market successfully the organization need to maintain healthy
relations with the customers. Understanding the needs of the customers and fulfilling them into
time is can be helpful in entering into the international market successfully.
Following Competition Abroad
Click Travel needs to analyze the competition level in abroad. There are many existing
companies in the international market which is providing satisfactory services to customers
from years (Haggerty et al., 2012). The company needs to have a strong strategy to enter the
market and manage the level of competition.

M1
The international market will provide openings and challenges to the company. Click travel
needs to accept different challenges in the international market in order to gain profit and
building an effective brand image (Haynes, 2010). The challenges and opportunities which have
been faced by the Click travel are described as under:
OPPORTUNITIES
 The company is having the opportunities to expand the business in the international
market.
 The company is having the opportunity to develop healthy relations with the customers
for which they can use attractive and innovative products.
 Click Travel is having the opportunity to build an effective brand image in the
international market (Hsu, 2012).
 The company can understand the different aspects of business with the help of the
international market. It will be helpful for their development and rapid growth.
CHALLENGES
 The company needs to hug finance investment to expand its business. Click travel is not
having a big financial budget which can be a challenge for the company in the
international market.
 Every nation has different limitations and boundaries which need to be followed by Click
Travel.
 Government policies and rules can be a big challenge for the organization. The
employees and other people of the company may take time to understand the different
legal policies of the international market (Haynes, 2010).
 The increasing level of competition can be a big challenge for Click travel. Apart from
this, the existing companies will be a threat to the success of the company.

TASK 2
P3
SELECTION CRITERIA FOR ENTERING INTO THE INTERNATIONAL MARKET
The company desires to select appropriate criteria for entering into the international market
(Hsu, 2012). Click travel can gain success in the international market with the help of selecting
the right criteria for the business.
Political risks
At the time of entering into the international market, the company needs to face many political
risks. Click travel needs to create attractive plan which can be helpful in reducing the risk from
the business.
Market demand:
The demand of the market got changed with the changing time. Click travel needs to
understand the changing demand and must provide services to the customers accordingly
(Huang, 2012).
Trade barriers
There are different trade barriers which come in the way of the company at the time of starting
the international business. Click travel needs to follow all the legal policies and norms related to
the international business.
IMS- INTERNATIONAL MARKETING SELECTION
International marketing selection is the process by which the company can select an
appropriate market segment as per their situation (Hudson and Thal, 2013). There are five
stages of this model which plays an important role for the segmentation, targeting, and
positioning of the product. The marketing process must be accurate in the international market
in order to enhance the productivity of the business. This is the most effective model for
selecting the accurate international market for the business.

Figure- selection process for international market
[Source: Johansson, 2010]
The process of international market selection is helpful in selecting the accurate market
segment for the product where the organization (Johansson, 2010). Country identification,
preliminary screening, In-depth screening, final selection, and direct experience these are the
main stages of this model which are helpful for selecting the accurate market segment.
In the identification of the country, Click travel needs to understand the essential rules and
policies of the nation in which the company wants to expand its business.
In the second stage, Click Travel needs to complete preliminary screening. In this stage, the
company will analyze the current situations of the market, choices of the customers, and the
conditions of supply and demand at the market place (Majaro, 2013). Complete knowledge
about the market will be helpful for expanding the business successfully.
In the third stage, the company takes a depth-screening in order to know the competition level
in the market.
In the fourth stage, click travel must select the target audience for whome the company is going
to launch the new product in the market (Mauri and Minazzi, 2013).