Analysis of International Marketing Strategies: Davison Canners Report

This report analyzes international marketing strategies, focusing on Davison Canners, a UK-based food product company aiming to expand internationally. The report examines key concepts of international marketing, including import, export, and wholly owned manufacturing. It explores the rationale for internationalization, emphasizing the importance of meeting strategic objectives and increasing market share. Various international marketing routes, such as direct and indirect methods (including alliance and channel partners), are evaluated. The report also discusses criteria for selecting international markets, market entry strategies, and the global versus local debate, including how product, price, promotion, and distribution differ across international contexts. Finally, it analyzes international marketing approaches, comparing home and international orientations, and assessing competitor implications, providing a comprehensive overview of international marketing practices for the case study.

Unit 40 - International
Marketing

Table of Contents
Table of Contents.............................................................................................................................2
INTRODUCTION...........................................................................................................................1
Task 1...............................................................................................................................................1
P1 Analyse the scope and key concepts of international marketing............................................1
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...............................................................................................................................................8
P5 Present an overview of the key arguments in the global versus local debate.........................8
P6 Investigate how the product, price, pricing and promotional distribution approach differs in
a variety of international contexts................................................................................................9
Task 4.............................................................................................................................................10
P7 Explain and analyse the various international marketing approaches your client
organisation can adopt...............................................................................................................10
P8 Compare home and international orientation and ways to assess competitors, outlining the
implications of each approach...................................................................................................10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
International marketing is considered activity that uses by business concern in order to
increase their business activities. All organisations is require marketing activities that helps to
expand the business and make decision to go internationally. In other words, international
marketing is the exchanging of commodities and services between different national markets by
involving buyer and seller (Achua and Alabar, 2014). To understand about international
marketing and its importance Davison Canners company has been taken that is providing fruits,
jams, juice and food components in the UK Market. This is small size organisation that is
deciding to go internationally as it is operating business successfully. This report covers
understanding of how marketing activity contribute to the strategies, selection of international
market, how marketing plan can be adopted and standardised across international market. A part
from this, organising and evaluating of marketing efforts are as explained.
Task 1
P1 Analyse the scope and key concepts of international marketing
Small and social enterprises are those organisation which are running at small level and
helps to frill the needs and wants of people who are living in the society. A business organisation
can be grow only when, it has chances and opportunities to establish business in wider areas and
go internationally. This is important for organisation to deal with different types of products and
services so all task can be complete in certain period of time. For instance Davison Canners
company is small size company that is providing food products to its customers by understanding
their demand. This serve the best delivery and quality of products which attracts customers and
increase the business performance (Brennan, Canning and McDowell, 2020).
Scope and definition of international marketing –
According to (Bilovodska, 2016), International marketing is associated with marketing
activities across the national border and attracts the customer to buy the products and services.
The is a activity which is performed by management in order to increase the working and
productivity. This can help to increase the brand image in competitive business environment by
delivering best quality of products.
The scope of international marketing
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International marketing is the process of running the business activities continue in
diverse range of products which are exchanging between two nations. This process is uses by
business concern to reach the international market in order to increase the brand image. For
instance, Davison Canners company is providing the fruits made products in UK at small area
which attracted customers and they decided to expand in international market. The scope of
international market are as defined:
Import – This means products and services which are brought from the one nation to
others with the intention of usage and selling is consider as import. This is the way of going
international as business concern wants to increase the sale so they bought different types of
products, raw material and other items in order to sale them high cost and earn the profits. This
helps to increase the brand image and productivity in competitive business environment so all
activities can be performed effectively. In context to Davison Canners company, managers are
buying fruits and other material from other country so they can manage the performance and
increase the profitability (Costanza, 2017).
Export – The scope of international marketing refers as wider scope where products and
services are sales, shipped and transferred to another one who are living out of the national
country. This can help to increase the business performance and maintain the profitability. The
meaning of exporting is to sale the products and services out of the domestic market. This helps
to grab the opportunities by expanding the market share by selling the products and services.
Such as Davison Canners company is promoting the products by using social media, print media
and news papers in home and foreign country so all activities can be performed effectively.
Wholly owned manufacturing – According to the scope, business is having wider interest
in international market where they can launch the products and services. This involves some
factors policies, cost difference, political authorities etc. that can help to increase the business
performance in competitive business environment. Davison Canners is manufacturing company
that is making better quality of jams and other thing that can help to increase the performance.
Key concepts of international marketing
Domestic marketing:
This concept states, target market and audience who are residing in the home country and buy
the products and services effectively. With the help of international marketing, the manager of
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Davison Canners collect information and data by understanding market behaviours and
organisational commodities that helps to increase the business activities.
International business: This concept is related to independent creation and selling the
products and services out of the domestic market that increase market share. This is another
activity in which organization cuts cost that is connected with import and operate the business
successfully. In context to Davison Canners Company international business concept is uses by
management which can help to increase number of customers by delivering best quality of
products (Deepak and Jeyakumar, 2019).
P2 Explain the rationale for it to want to market internationally and describe the various routes to
market the organisation can
Small business are those business whose aims to deal with problems and make plans to go
the international so their productivity and profitability can be maintain continuously. In context
to Davison Canners that is small organisation providing fresh fruits, sauces, processed apple
products and dessert range made of fruits that can help to increase the number of customers. This
organisation is mainly situated in London, UK by providing and delivering best quality of
eatables. This helps to increase the understanding of people as they become healthy and fit by
having such products. The aim of organisation is to increase the business opportunities by
entering in to international market by offering variety of products and services so customers feel
happy and get ready to buy products. It is important for business organisation to grab the
opportunities for selling the good in other than domestic market, attracts customers, deal with
problems and new technology so all activities can be performed effectively. The manager of such
organisation are playing important role they analysis the needs of people and provides kind of
products and services effectively. This also helps to grab the attention of potential customers and
add new one so it can compete with rivals effectively (Finney, 2014).
Rationale for organisations are seeking to internationalise –
Organisations wants to go internationalise as they wants to increase their sale and
profitability which is important and helps to increase the business performance. This can help to
increase the number of customers by going in to international market and also increase the
market share.
Contribution to meeting strategic objectives:
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Business organisation have different aims and objectives that should be complete in certain
period of time so they can manage the activities and performance effectively. Marketing is
playing an important role in the contribution of Davison Canners company by selling the
products and services effectively. The manager of such business organization make plans set
objectives and uses marketing so people get information and shows interest to buy the products
(Gross and Laamanen, 2018).
Various international marketing routes
A business organization can operate its business in to international market by attracting
number of customers and providing high quality of products. Whenever a business plans to go
internationally then it should have some specific routes and ways that can direct and guide to
establish business in other country and increase the business performance. Such as Davison
Canners, is making plans to go internationally so it has various routes that are as explained:
Direct routes – This is total of all network which is uses by business concern in order to
making direct contact and relations with customers so each activities can be performance
effectively. Davison Canners company has option to increase the sale and popularity by using
trade shows, distributing catalogs on emails, organizing exhibitions and influencing sales
representative so customers can be attracted and helps to maintain the good performance in
competitive environment (Hanna and Dodge, 2017).
Indirect route – This is related to contractual statement and relationship with
third party so all roles and responsibilities can be accomplish on time. The organization who
wants to go internationally is required to adopt the indirect route that can help to grab the
opportunities and run a business effectively. Davison canner is using the indirect route such as
marketing activity, website updation etc. that make easy the working and increase the business
performance. Some indirect router which can be use by organization that are as defined:
Alliance partners: This is the collection of group in which people have power and
authority to influence the international customers. Davison Canners can adopt this method to
take the initiatives and chances to grow the business. In context to Davison Canners, managers
are playing important role as they build relation with other country so all activities can be
performed.
Channel Partners: This means indirect business route is require technical and expertise
skills who can adopt a effective channel distributor by providing products and services so
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activities can be managed properly. In context to Davison Canners organization having good
quality of channel partner who attracts the customers in other than domestic market by selling
the best quality of products and services. This also helps to increase the business performance
and dealing with business activities and run effectively (Lamba and Raheja, 2014).
Therefore, from the above routes Davison Canners is using the indirect route of channel
partner as employees and manager have technical and special knowledge to run business and
increase the profitability by accepting the challenges.
Critical evaluation of international market context by involving insights how chosen organization
adapt marketing strategy
From the above discussion it has been critically evaluated that international market refers
as to sale the products and services out of the market which can help to increase the
organizational productivity and profitability. In context to Davison canners are using different
routes to go international for the purpose of increasing their organizational productivity and
profitability. The chosen organization also uses marketing strategy for informing people towards
new products and services that can attracts them and make buying decision in competition. This
also helps to improve the business performance and managing the activities.
Task 2
P3 Evaluate the key criteria and selection process to use when considering which international
market to enter
In business environment, nature and activities are dynamic that should be adopted by
business organisation in order to run business and increase the profitability. To establish business
and going in to international there is need to face the various difficulties while operating the
business and delivering products. Davison Canners is operating business in international market
after ascertaining the positive business environment that motivate employees and get ready to
work. There is criteria which is uses by organisation to select the international market that are as
follows:
Proper infrastructure- This is first requirement of business who wants to go
international that can help attracts to customers and increase the business performance. As
business concern wants to expand their business by entering in to Asian Countries, they are
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required to understand the needs of their customers, focuses on proper infrastructure, premises
and location so it can reach the potential customers in international market.
Resource availability – resources are those needs which them organization can run and
grow the business continuously. These are important for domestic and international market so all
activities can be performed effectively and increase the business performance by delivering best
quality of products and services. In context to Davison Canners, to have resources this can help
to increase the organizational activities and performance in competitive business environment
(Li, He and Liu, 2015).
Laws and regulations – Different rules and legislation should be followed by business
concern that can help to perform the activities and influence employees effectively. Legislations
are imposed on business and market condition so all activities can be perform in dynamic
business environment. To enter in to international market Davison Canners should be followed
all international rules and regulations so employees can indulge in working and maintain the
good performance and increase the profitability.
Selection process
This is the process which is uses by managers in order to recruit and select the right
person for right jobs so all activities can be performed. The manager of Davison Canners are
using this process to select the best employees who can deal with international customers and
manage the performance effectively.
Setting global marketing objectives: This is the process which is used to entering in to
international market and uses global marketing so decided goals can be achieve at the fixed time.
The management of Davison Canners set the goals and objective to increase the sales volume
and profits expansion by entering in to international market. This also helps to increase the
business performance and maintain the high profitability.
Evaluation alternatives: This process is uses by managers of Davison Canners to attain
the business goals by identify the various alternatives and completing the task in certain time
(Line and Runyan, 2014).
Preliminary screening: Before selecting the best employees for getting work done
preliminary screening is important that helps to make the right business decisions and increase
the working. The managers of Davison Canners select the employees on the basis of their skills
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and consumer behavior so all activities can be perform properly and expand the business
activities.
Analysis and Selecting best destination – While entering in to international market,
marketers short list some destination which be easily identifiable and evaluating on the basis of
attaining the business goals. In context to Davison Canners, the best destination is identify by
managers who evaluate the market and select the easily assailable place so maximum response
can be taken by establishing business in market.
Testing: This process is uses by managers of Davison Canners to take the samples of
their products at the selected geographical location. This helps to increase the insights of targeted
audience by offering variety of products and services.
Commercial production: This process is related to get the good outcome by analyzing
all process and maintaining good performance. As managers of Davison Canners are buying
commodities in bulk and execute the operations effectively (Rask, 2014).
P4 Explain, using examples, the different market entry strategies, including the advantages and
disadvantages of each
Strategies are the marketing plan which is uses by business concern in order to enter in to foreign
and international market. This is important for organisation to deliver the best quality of products
and services so they can attracts the customers and manage the business performance (MARKET
ENTRY STRATEGIES. 2018.). In context to Davison Canners, different market entry strategies
are uses by management for entering in to international market that are as explained:
Partnership – This is the contract between two and more than two individuals who has
entered in to relationship and serving market area by providing products and services. The aim of
partnership is to share the information and profits by running all activities in relation to a
business. This can help to increase the business performance by entering in to international
market. Davison Canners have this option to use such strategy by collaborating and maintaining
good relationship with partners that helps to increase the knowledge and maintain the good
performance. The advantages of partnership is agreement between partners where loss and
profits are share in a defined ration and helps to sustain in global market (Smith and Font, 2014).
Licensing: This business strategy is uses by organization for the purpose of entering in to
international market by issuing license for business concern. This helps to expand the business in
international market by getting license which allows to use assets and intellectual property by
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providing different opportunities to run business. Davison Canners has option to enter in to
international market by getting license of running the business and generating income
effectively. This provide opportunities to licensee to expand and establish the business in to
international market from domestic market that helps to increase the business performance.
From the above defined market entry strategies, Davison Canners is selected licence
strategy that can help to enter in to international market by getting licence and maintaining
organisational productivity in Asian market. The managers can use this for expanding its
business activities in international market and deliver the best quality of products and services.
Critical evaluation on market strategy for entry
Market strategies are important for any business it has defined by management that helps
to bring the changes and improve the sales. The ways of increasing market entry partnership,
licencing, joint venture, establishing new business and expansion by arranging te capital in high
rage that give opportunities to go outside. Davison Canners can enter in to partnership, expand
business by arranging capital, licencing and other ways uses to enter in to market and increase
the organisational productivity. This can help to manage the activities and performance by
offering variety of products and services that make decision to go international and use
marketing strategy that can help to run it continuously.
Task 3
P5 Present an overview of the key arguments in the global versus local debate
Marketing is playing a crucial role in business organisation at global and local level that
helps to increase the number of customers and deliver the best services. All business organisation
needs to follow the rules which are governed by local and global authority. The management
team of Davison Canner understand the needs and wants of their international customers and
managing all functions in organisation. Local debate is consider as local marketing plan that is
uses to attracts the people from native nation. On the other side, global debate is consider as
marketing plan in other than domestic countries so all activities can be managed properly.
Global vs local debate
Global Local
This means business activities and strategies
which are uses to work internationally and
This refers as business activities that are uses
to promote and increase the sale in local
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maintain the high performance. market.
This can help Davison Canners to get the huge
opportunities and increase profits effectively.
There is less opportunities in local market as
there is limited competition in business
environment.
This provide a wider scope and chances to
increase the revenues margin.
The scope of local market and profits is limited
that can help to gain limited profits.
Strong marketing plan is required to survive in
global business market so market share can be
increases.
Local skills and knowledge are required to
perform well.
From the above overview, it has analyzed that local debate is not more effective to get the
competitive advantages as business concern are not highly skilled and no requirement of more
investment. Davison Canners is using global debate as entering in to international market and
running a business effectively in competitive business environment.
P6 Investigate how the product, price, pricing and promotional distribution approach differs in a
variety of international contexts
Marketing mix is the combination of various factors which are uses to attracts the customers
by delivering the products and services. For organisation who wants to go international is
required to focus on marketing mix so it can manage the activities and deliver the best quality of
services. The marketing mix in context to Davison Canners are as defined:
Elements Local context (London, UK) International context (Asian
Countries)
Product In local market Davison Canner is
providing products such as sauces,
jams, desserts, processed apple
fillings and fruit in UK market.
The management team of Davison
canner is planning to internationally
in Asian market by providing variety
of fruits products. Successful
investment of business within
emerging market can positively
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