International Marketing Report: Corinthia Hotel's Global Strategy

This report examines international marketing strategies, focusing on the case of Corinthia Hotel, a luxury hotel chain. It begins with an introduction to international marketing, differentiating it from local marketing and outlining its scope and key concepts. The report explores the rationale for international expansion, detailing different routes an organization can adopt, such as direct exporting and joint ventures. It identifies opportunities and challenges in international marketing, followed by an analysis of market entry strategies, including market evaluation criteria and entry strategies. Furthermore, the report covers different international marketing approaches, competitor analysis, and recommendations for organizational structure to enhance opportunities. The report uses the Corinthia Hotel as a case study, analyzing its potential for global expansion, market entry strategies, and the challenges it might face. It evaluates the selection process for entering international markets and the adaptation and standardization of marketing plans. The report concludes by summarizing the key findings and providing recommendations for the company's international marketing efforts.

INTERNATIONAL
MARKETING

Contents
INTRODUCTION...........................................................................................................................4
Learning Outcome 1........................................................................................................................4
Overview......................................................................................................................................4
Difference between international marketing and local marketing...............................................5
Scope and key concept of international marketing......................................................................5
Rationale for an organisation to market internationally and different routes that an organisation
can adopt......................................................................................................................................6
Opportunity and challenges that marketing internationally presents...........................................7
Learning Outcome 2........................................................................................................................8
Key criteria and selection process that company uses different international market to enter....8
Determine the market entry strategy............................................................................................8
Market evaluation criteria and entry strategies and make recommendations ...........................10
Evaluation of international market.............................................................................................10
Learning Outcome 3......................................................................................................................11
Covered in PPT..........................................................................................................................11
Learning Outcome 4......................................................................................................................11
Different international marketing approaches client organisation can adopt............................11
Home and international orientation and ways to assess competitors.........................................11
Different marketing approaches and competitor analysis..........................................................12
Recommendations organisations should be structured to increase opportunity........................12
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................14

INTRODUCTION
International marketing is the functioning of different company's activities such as plan
and promote the goods and services of company to various geographical area to earn
profitability. The marketer of company is responsible to analyse the foreign environment before
making investment and diversifying essential offerings (Akaka, Vargo and Lusch, 2013). As
deep insights about the prevailing conditions assist in smooth operations of business. It is often
useful exercise for the firm as they can customise their offering on the basis of preferences and
need of consumer at different nations. For the better understanding of report Corinthia hotel has
been selected which is the luxury hotel of London that caters the market of whole United
Kingdom. The company significantly look after the different amenities like offering world class
restaurant, Wi-Fi, spa and supreme level of ambiance for the convenience of the guest. This
report cover topics like of how marketing can contribute to set significant business strategy for
the international market. Evaluate the necessary success factors that evaluate the selection of
international markets. Along with that analyse the process by which marketing plan can be
adapted as well as standardise across the international market. Further, demonstrate by the way
by which the effort of international marketing can be organised and evaluated.
Learning Outcome 1
Overview
Corinthia hotel was founded in 1962 where family member worked together and started
their business with the fine dining restaurant that lavishly serves the services to customer. With
the increases in profitability the manager enhances their operations and to carry out the
functioning in favour of the guest. It constantly worked to provide comfortable space to the
residence and is located in the triangular site which is between Trafalgar Square and Thames
Embankment. Due to which it experiences huge attraction from the traveller which consist of
around 283 rooms to manage the need of different guest at a time. Thus, the company although
operate in London but plans to expand in other developed areas in order to get the advantage of
economies of scale and maximise the market share effectively (Cadogan, 2012).

Comparison between different marketing system
International marketing classify different market based on geographical as well as
cultural communication that benefit multinational companies to develop the potential strategy to
cater the need of ultimate consumer for the long term success.
Basis of difference International marketing Local marketing
Meaning Here all the different business
activities such as production,
distribution as well as
advertisement are expanded to the
wide geographical limits.
Here the company market the
product within confined
geographical area (Bertoli, 2013).
Interference of
government
As it participates in different
countries so government
interference is relatively high.
Here the government interference is
negligible or very low.
Risk The companies which fall under
international marketing are more
prone to take risk.
The risk factor associated with
domestic marketing is low. Although
Corinthia hotel is expanding its
operations but it function within its
hone country that determine in
comparison to the other hotels like
Hilton or IHG respective company
takes low amount of risk.
Determine the concept of international marketing
International marketing helps an enterprise to exploit the opportunity as well as threat
that exist in the wide market by making efficient use of advance technology. While expanding
the business in different market the company need to embrace opportunity. As the scope of the
company widen up as they expand in the different markets. Like, as the Corinthia hotel is
planning to expand in other developed country such as US. So this useful method to create the
global brand image which is cost effective and help to conduct portfolio investment. Although

the initial investment is high but after that it widen up the scope for existing and potential
market.
Along with the scope there are certain concepts which are associated with international
marketing (Cavusgil and Cavusgil, 2012). this makes it vital for Corinthia hotel to understand the
market situation before expanding its operations across different geographical areas.
Foreign trade: Globalisation has the huge impact on the integration of different
countries to carry out trading activities such as import and export at the global platform. It
represent the exchange of necessary goods, capital as well as services amongst different
countries in order to enhance the significant market share of company. Like, respected hotel due
to the expansion can generate additional income for the adequate business functioning.
Contractual agreements: When the firm takes decision to move beyond their territories
then it is exposed to huge amount of risk. So the respected hotel needs to indulge into contractual
agreement before expand exponentially in order to safeguard the interest of each and every
partner associated within the business operations.
Explain different expansion routes
Initially the company's operate in the domestic area and help to gain dominance in order
to build sound image (Berthon and et. al., 2012). After that the next step is to make revenue and
expand the operations of business which is risky as well as profitable state for each and every
business. In terms of respected hotel decision to expand in other countries is rational as it falls
under large company that serve the high income group people due to which they earn huge
revenue from the home market. Hence, for this rationale decision that business can take various
routes that is defined below:
Direct exporting: It is the most suitable option for the service industry as they get the
option to directly export their offering to the market from where they can directly deal with the
end customer. So the research and development department of the Corinthia hotel need to
anticipate the location where they can open their hotel and can cater the need of wide customers.
It even includes the role of agents or distributor that can help the company to reach out target
market suitably.
Joint venturing: In terms of the service industry if function worldwide can form the
strategic alliance with the other rivalries. This is a win win situation that can assist the respective
hotel to reduce the chances of downfall and can face the competitive pressure wisely. It even

include contractual agreement act as a document on the basis of which company can import and
export the overseas services effectively.
Hence, these are the most suitable options for the respective hotel to expand in the
different geographical area effectively.
Present opportunity and challenges
Opportunities Challenges
 Use of the technology such as AL as
well as automation is the major
business opportunities for Corinthia
hotel that help to identify the wide
business opportunity in terms to
manage and retrieve the data
effectively to gain competitive edge.
 Along with that globalisation has
attracted the potential countries
generated employment in order to
attract the suitable talent to participate
in worldwide development (bal, 2012).
 Although the company generate wide
information before diversification of
business in the new market but still the
local knowledge acts as a challenge that
arises at the time of business operation.
 Brexit has the major implications and
act as a challenge for the different
European organisation because it may
hamper and cause instability within the
trade situations.
Critically evaluate international marketing and insights that how an organisation can
adopt the strategy in various markets
Within international marketing it is vital for the multinational companies to anticipate the
external market and analyse the functioning of the competitors to set the most suitable strategy.
In context to the Corinthia hotel try to build unique strategy for the high income group people in
order to run the business processes and maintain effectiveness. The company with the help of
ECRM try to manage the relationship with existing customer in order to retain the interest and
get profit due to positive word of mouth publicity. Along with the joint venture is the sound
strategy that easily helps the hotel to offer services to the potential market. Contrary, internal
clashes or dispute among the different parties is again the major cause that can affect the

functioning of business while using particular strategy, Thus, it is vital to prepare the agreement
and handle business activities effectively.
Learning Outcome 2
Selection process which company uses to enter different international market
While exploring or entering into the new region the organisation gain different
opportunity or faces threat in order to expand its function. But simultaneously it is the complex
decision which the firm need to take wisely in order to serve the different market successfully.
Evaluation of different criteria helps the firm to enter into the market and carry out business
process effectively.
Research practices: It is the essential practice that gives all the vital information to the
company regarding the external market as well as demand of the goods and services. This
demonstrate the clear picture on the basis of which business takes the steps in terms of expanding
or delivering the services to the complete new market to sustain the interest of consumer. This is
useful platform that leads to focus in the strength of customer by prevailing the potential market
effectively.
Embrace the required opportunity: The international business does not only remain
confined to explore the interest of customer and move of competitor. Along with this there are
certain stakeholders whose presence and power need to be identified in order to leverage the
external and internal opportunity. It involve the factors like value chain, supplier's role,
intervention of government, existence of competition in order to maintain the performance of
business and function effectively.
Determine the market entry strategy
Market entry strategies comprises of the planned strategies in context to the distribution
method that help Corinthia hotel to deliver the goods as well as services for the new targeted
customers. Thus, it refers to the creation, as well as management of company's offering.
Explanation of different strategies is defined below:
Direct exporting: This method generally helps to export the essential goods and services
to the foreign buyer for which the company hire employees and perform the functioning within
given area (Evers, Andersson and HanniFletcher and Crawford, 2013). The company usually

appoint the distributorthat help to reach out diverse customers. Along with that the internal
manager are responsible to conduct research, logistic of shipments as well as invoices.
Advantages:
 Using this strategy Corinthia hotel gets more advantage as it enhances the profit ration
because the role of middleman gets eliminated. Firm has wider control on the transactions due to which it is much easier for them to
track the movement of inventory.
Disadvantages:
 The business may lack to immediately handle the queries of customer or interact with
them in comparison to the local agents (Leonidou and et. al., 2010).
 If the Corinthia hotel adopt the complex technology then it will become time taking for
them to train the staff. As this process needs the people power to build the customer base.
Joint venture: It involve the arrangement of business in such a manner different parties
come across pool their resources or capital in order to work in the new project and achieve the
specific objective within the stipulated period of time (Market entry strategies, 2018).
Advantages:
 This enables the alliance of different companies to access the technology and chooses the
innovative path to enter with new geographical market. Mitigate the chances of risk and leads to the flexible expansion of business.
Disadvantages:
 This may lead to imbalance or instability n relation to investment, expertise as well as
asset to be bought up by the different ventures within the company (Advantages and
disadvantages of buying a business. 2018).
 The different working culture as well as leadership style can lead to poor cooperation or
integration amongst the parties
Franchising: This is again the most suitable strategy that leads to rapid expansion in the
different markers. As here the firm opts the repetitive business model under which the franchise
grants the authority to the franchisee to replicate the business by maintaining the uniquess
amongst different outlet.
Advantage:

 This can help the selected company to build strong brand recognition not only in UK but
also in different countries. Here the risk is failure is relatively risk as compare to the other two market entry strategy.
Disadvantage:
 To carry out franchising business there are huge restrictions drawn in the franchise
agreement which need to be followed.
 In flexible nature of this strategy makes it difficult to sell it to franchise.
Analyse entry market strategies by making significant recommendations
There are different options to expand business such as direct export, franchising as well
as joint venture also each strategy has its own strength and weaknesses (Meissner, 2012). So it is
recommended for the business manager to analyse the opportunity that prevails in the
international market. Based on this analyse the company can further decide which strategy they
should use in order to expand the market share. Like if there is high competitive pressure then
the company can go for joint venture because in this case they get less affected by the other
rivalries operating in the same industry. Thus, this process can be adopted by Corinthia hotel to
enter into the new market and expand the operations effectively. Additionally, it is also
suggested that the company should consider the processes adopted by potential competitors,
localised knowledge, export subsidies as well as trade barriers based on which best policies can
be adopted suitably.
Evaluation of international market
International marketing concept despite with the diversification of business in new
territory which the manager need to identify the taste and preferences of costumer so that they
can serve them in best possible manner. If context to the respected hotel that operate within
United Kingdom where local people give high preference to the quality of services instead of
price. So the company always make sure that they serve their each and every guest at the
supreme level and provide them required amenities to maintain their interest. Due to which even
the high and middle income group people avail the premium prices for the services (Samiee and
Chabowski, 2012). Along with that as the company is planning to expand in the other developed
countries so it is beneficial for them because they can set similar type of strategies in the other
developed countries such as US. The people have same thinking ability where they can
compromise the price but not quality. Hence, international marketing concept can help respected

company to grow and enhance their productivity as well as profitability by serving each and
every customer.
Learning Outcome 3
Covered in PPT
Learning Outcome 4
Different approaches of international marketing
For the global expansion business need a framework that support and assist them to grow
in prevailing as well as new market. There exists huge competition for the different business like
multinational, transnational as well as international (Wilson and et. al., 2012). So different
approaches are used to effective manage and carry out the business processes.
Traditional Marketing Approach
Traditional is the oldest and widely used marketing approach within the service industry
that help to broadcast the offering of company to the mass market. It involves methods like
advertisement through print media such as magazine or newspaper, television, radio, pamphlet
and so on. In context to the Corinthia hotel uses magazine to target the niche market or the
special target market to gain productive result. This helps the company to create awareness
within different geographical market (Chung, Lu Wang and Huang, 2012). Like, large
multinational or global companies such as IHG group of hotels exclusively design the magazine
and uses newspaper to generate the awareness amongst customer. Hence, this help to cover large
audience Due to which it overcomes the cost associated with the publication.
Morden Marketing Approach
Advancement in technology has simplified the business operations; this has even changed
the positioning of company in the mind of customers. Like, Hilton hotel that target to the upper
class people has totally changed its approach from traditional media to the modern media. Within
this the company communicate the essential values to the prospects via digital platform. This
platform have widely helped the multinational and transnational businesses to move across their
boundaries or serving areas in order to achieve sustainable position. So Corinthia hotel can adopt
this strategy to target the potential customer and get better results.

International orientation
Business can only adopt a proper strategy if it analyse the requirement of target market
effectively. In case of home country the company analyse the competitive strategy like
availability of different types of offering their pricing policies in order to penetrate in the whole
market effectively. Here it is easier for the company to analyse the strategies and performance of
the rivalry that deal in similar type of industry. Whereas in case of international orientation the
firm at the global level analyse all the external factors like government law, policies and
disposable income of consumer. This, it is the complex process that assist Corinthia hotel to
access in different markets and serve the need of local customers. While expanding in the new
developed countries respected company only uses digital media that is cost effective and help to
gain the result at real time by using certain data analysis such as Google analytics to enhance
ranking and engagement rate of company.
Different marketing approaches and competitor analysis
There is no specific marketing approach that can be used by firm the options basically
changes with the interest of customer. Like, earlier people used to prefer text messages so the
respective company used to post notification but now social media sites are used to engage the
traffic via backlinks. Also the company need to make modification in the strategies because of its
transition from operating in local market to the global market. Analyses of the marketing
strategies of different rivalry assist firm to adopt differentiate strategy and build unique image
like other multinational companies. Therefore, word of mouth as well as use of search engine
optimization recommended for the adequate business functioning (Zhou, Wu and Barnes, 2012).
Recommendations
The organisation should have the adequate knowledge of the legislation or legal policies of the
different markets. Along with that they should make all the possible action to retain the interest
of different stakeholders like employees and customers. Further, it is the responsibility of the
manager to offer the training and development session for the new and existing employees. This
will surely help them to enhance their capability or knowledge to expand into the new region.
Further, appropriate interactional marketing approach needs to be used by internal personnel to
generate traffic from different sources to gain competitive advantage.

CONCLUSION
Based on above report it has been determined that international marketing is the foremost
decision which company make to globalise and adopt the new working pattern to enhance the
market share by building brand image within national and international boundaries. The manager
further invests funds for profit maximisation by giving value to the needs of potential market.
Along with that market entry strategy are made when the company plans to enter in the new
geographical area to serve the goods and services amongst potential customers. Additionally,
marketing mix is the essential element that need help the organisation to plan different activities.
Thus marketing strategies is the most suitable part that assist different business to get success
and attain pre defined objectives effectively.