International Marketing Operations: Strategies and Recommendations

This report provides a detailed analysis of international marketing operations, focusing on key concepts, scopes, and strategies for businesses expanding globally. It examines the rationale for companies to develop international marketing operations, highlighting profitability, growth, and business development. The report identifies challenges and opportunities in global marketing, such as risk, investment, customer understanding, and trade policies. It critically evaluates the international market context, emphasizing the adaptation of marketing strategies for different markets and evaluating criteria for selecting international marketplaces. The report also explores market entry choices, strategies, advantages, and disadvantages, using Rownlinson Kintwear as an example, and provides recommendations for their international expansion into the United States, specifically New York City. The importance of legal compliance, ethical practices, and sustainable operations are also discussed.

International
marketing operations

Table of Contents
INTRODUCTION ..........................................................................................................................3
MAIN BODY...................................................................................................................................4
The key concepts and scope of global marketing.......................................................................4
The Rationale for a company to develop international marketing operations and description of
the several routes to market which can be adopted by the business entity.................................5
Identification of challenges and opportunities that are present in the global marketing
operations....................................................................................................................................6
The critical evaluation and assessment of international market context including depth into the
way companies should adapt key strategies of marketing for different marketing.....................7
Evaluation of key criteria and selection process to apply while taking into consideration which
international marketplace to enter...............................................................................................8
Explanation with example, key market entry choices and strategies with the disadvantages and
advantages of each entry mode...................................................................................................9
Application of evaluation criteria of market, entry strategies and develop recommendations
for the company selected...........................................................................................................10
CONCLUSION .............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
The international marketing is a wide and major concept which helps a business to
perform marketing operations globally (Cavusgil, Deligonul, and Cavusgil, 2018). In the recent
times, due to increased competition between companies, it is crucial for the business to focus on
development of marketing operations. Global marketing operations should be developed with the
help of professional tools and techniques in order to achieve key targets and objectives. Precise
marketing operations helps a business entity to move ahead of its competitors and gain
competitive advantage. In this project example of Rownlinson Kintwear company is taken into
consideration which is a private limited company. The company manufactures designer, knitted
and crocheted apparels for the customers and was incorporated in the year 1972. The company
is going to expand its operations in the international marketplace of United States of America
in New York City. This project will cover major concepts and scope of global marketing along
with explanation of rational behind expanding its operations in the international marketplace.
This report will focus on market entry choices and strategies with focus on advantages and
disadvantages. This project will also cover evaluation criteria of market, entry strategies and
develop recommendations for the company selected

MAIN BODY
The key concepts and scope of global marketing
Marketing in international context is described as the execution of key business activities
which are developed to price, promote, plan and direction of the flow of organisation's goods and
services to major users or customers in a foreign country. The international marketing operations
has a major scope in the foreign market and requires major tools and techniques.
The major concepts of international marketing are explained below which needs to be focused by
Rownlinson Kintwear:
 Product concept- In the international marketplace, the product concept is considered as
key approach which helps in development of quality products (Czinkota, Kotabe, and
Shams, 2021). The concept of product development in global marketing also includes
innovative ways of making a product in order to provide effective products and services
to customers.
 Production concept- The production concept includes major emphasis on production
based activities which are helpful in developing competitive approach. Main areas of
production should be developed by operations management of Rownlinson Kintwear in
order to develop quality production.
 Selling concept- This is the actual and most important concept of marketing in the
international marketplace. The selling concept includes focus on selling goods and
services. The selling in international market requires proper planning and focus on key
promotional techniques.
Main scope of international marketing which should be considered by Rownlinson
Kintwear:
 International marketing develops peace among nations- The scope of international
marketplace is wide and large in nature. The international marketing approach helps in
development of corporation between countries. Trade practices between different
countries is increased with the support of import and export practices (Deepak, and
Jeyakumar, 2019). The Rownlinson Kintwear will increase the chances of trade
partnership development between United States of America and United Kingdom.

 Global markets reduce risk and open opportunities- In the global marketplace, there
is a less risk as there is involvement of risk and open opportunities. It also opens scope
for the key opportunities at the marketplace for companies which is a major result of
global marketing.
The Rationale for a company to develop international marketing operations and description of
the several routes to market which can be adopted by the business entity
In the recent times, it is important for the national companies to go international in order
to expand their business operations. All major companies should follow key ways of entering in
global marketing to develop functions and activities (Farrell, 2020). Rownlinson Kintwear
company is going to perform its operations in the international marketplace with the help of
following points as rationale:
 Increase profitability- The Rownlinson Kintwear should increase profitability with the
help of key ways of expanding in the global marketplace. The increase in revenue and
profitability is the main motive of the company which can be done by performing well in
the international marketplace.
 Growth and expansion- Growth and expansion at the marketplace is one of the primary
motive of Rownlinson Kintwear. It is also main role of the company to select the best
strategic choices for growth and expansion in marketplace of New York City.
 Business development- By expanding operations in the international marketplace,
business development can be also achieved by Rownlinson Kintwear . The investment is
one of the major requirement of company and its key function of the management to
facilitate its development with planning (Ibeh, Crick, and Etemad, 2019).

Description of the several routes to market which can be adopted by the business entity
It is essential for Rownlinson Kintwear to choose the best routes in international market
in order to develop business functions. The routes to market involves identification and use of
channels that are effective in making a company more successful. The company should take help
and assistance of top level and strategic management in order to select best routes to market. The
business entity can also focus on analysing key external and internal factors which can impact on
its functioning. In order to perform majority of operations in the international marketplace, it is
important for the company to develop strategic actions (İpek, 2020). The various channels can be
selected through the development of appropriate import and export techniques. The several
routes should be identified and selected by Rownlinson Kintwear. In the corporate world, it is
essential for a business entity to select most precise channels for expanding operations in a
systematic manner.
Identification of challenges and opportunities that are present in the global marketing operations
The global marketing operations are well defined and arranged in order to develop
focused approach. All major companies in the national marketplace should analyse the key
challenges and opportunities that are effective in development. Key challenges and opportunities
which can be faced by Rownlinson Kintwear in the international marketplace of USA are
mentioned below:
 Risk- The risk associated with the business in global marketplace is high as the
competition level is very high. In order to manage the risk associated with operations, it
is essential for Rownlinson Kintwear to eliminate risk associated with the operations. In
 Higher level of investment- The international operations require competitively high
level of investment as compared to local expansion (Kozlenkova, and Palmatier, 2021).
It is major role of the company to take assistance of professional financial management in
order to perform key operations and functions.
 Customer understanding and analysis- The understanding of new customers of New
York is a major and challenging task for the Rownlinson Kintwear company. This is the
main task of marketing management of a company to develop focused development
based approach in understanding behaviour of the customers to serve them better.
 Trade policies- The trade policies of the World Trade organisation and following them is
one of the key function of a company. Trade policies could be a major challenge for the

Rownlinson Kintwear company which needs to be followed in a major sense. The trade
policies can be rigid and complex that can create obstacles for the new company.
 Growth opportunities- In the international marketplace growth opportunities can be a
golden chance of for the Rownlinson Kintwear. The company should take advantage of
the opportunities and perform well in order to achieve set targets.
 New business opportunities- Expanding operations in the global marketplace brings
various opportunities which helps in increasing overall profitability. It is major role of the
management of company to consider new opportunities.
The critical evaluation and assessment of international market context including depth into the
way companies should adapt key strategies of marketing for different marketing
The critical evaluation and assessment of international market context is essential for the
companies to develop systematic approach. There are various companies in the global
marketplace which are adopting key ways of increasing business strength. The major strategies
which are to be developed by marketing management of Rownlinson Kintwear should be
evaluated in a well defined manner to achieve key goals and objectives. The marketing
management can take assistance of marketing plan in order to communicate with key customers.
International marketplace is full of competition between many multinational companies thus it is
important for the business to select most appropriate choices for increasing the chances of
success. In order to compete in international marketplace, it is essential for the companies to take
assistance of policies and regulations (Pencarelli, and Forlani, 2018). The assessment of major
external and internal factors is also major task of the company which can be helpful for
expanding business operations. Key role of marketing management should be to analyse the role
of marketing tools and techniques which are helpful in business development.
In order to perform marketing operations, it is essential for the business entity to take
assistance of information and technology. The business should develop majority of operations in
a sustainable manner to benefit whole society. Adopting sustainability in major operations will
help the business to develop effectiveness. Also in order to perform key marketing operations
with difference in order to set up and achieve key key targets in a short period of times. Digital
communication is one of the major parameters which should be developed by the business in
order to establish key business development (Pham, Le Monkhouse, and Barnes, 2017). The

ethics and integrity based practices should be followed by Rownlinson Kintwear in order
perform majority of operations with honesty.
Evaluation of key criteria and selection process to apply while taking into consideration which
international marketplace to enter
The criteria and selection process which needs to be applied by a business entity in order
to enter into the global marketplace are essential to be developed by a company. In order to
perform operations in the global marketplace, it is essential for the Rownlinson Kintwear to
follow selection process in an ethical manner (Rezaee, 2017). The main task of a business entity
is to follow the following factors in order to facilitate the selection process:
 Legal policies in the foreign countries- All the major corporate laws and policies should
be followed by Rownlison Kintwear to conduct legal business in USA. It is also major
role of a business to analyse growth based opportunities by following legal approach to
perform systematic business. The laws related to corporate world will help the Rownlison
Kintwear to develop effectiveness in key operations related to business development.
 Taking permission of concerned authorities- In order to conduct operations in the
international marketplace, it is essential for the company to take permission from
government. The no objection certificate should be also taken by Rownlinson Kintwear
from legal business controlling authorities of USA.
 Development of plans and policies- The plans and policies in a new and defined way
should be developed by Rownlinson Kintwear. The company should develop policies and
regulations according to the contemporary business environment in order to develop
operations in the international marketplace (Sapouna, Dimitratos, and Zucchella, 2018).
The plans should be formulated by higher level authorities in order to increase the
competitive strength

Explanation with example, key market entry choices and strategies with the disadvantages and
advantages of each entry mode
The business should select best entry modes in order to develop effectiveness at the
marketplace. In order to chose best entry mode, it is compulsory for business to take advice of m
professional and experts. The key ways and entry modes which could by adopted by Rownlinson
Kintwear along with advantages and disadvantages are mentioned below:
 Exporting- The exporting is considered as key way of performing business operations in
order to develop focused operations. Exporting includes transferring goods in the foreign
marketplace with the help and support of trading functions. The Exporting is a key way
of doing business in foreign countries which has advantage that the goods are transferred
without physical presence of the company in foreign countries (Sharafi, Maleki
Minbashrazgah, and Feiz, 2017). Main disadvantage of exporting includes, the goods can
be lost in transit as the sea routes are long. In this type of market entry the rights of the
party in relation to the sale are protected from the availability of the intellectual property
rights. This intellectual property rights are used by the Rownlinson Kintwear while
implementing their strategies in the market.
 Licensing- The licensing includes legal ownership of a business which helps in
increasing the chances of business growth. The Rownlinson Kintwear can take license
from the government in order to perform key business functions. Act of licensing
includes key advantage of doing all major business operations in a foreign country with
legality. The licensing also helps the business to capture the marketplace in a very short
span of time. Main disadvantage of licensing is, it sometimes leads to create conflicts and
legal clashes between two or more parties.
 Joint Venture- The joint venture is one of the best way of doing a business as it includes
partnership of two or more companies. Key advantage of joint venture is it helps in
elimination of major risk which is associated with the operations. The main advantage of
the joint venture is, the loss of business could be shared by the partners. Disadvantage of
joint venture is, it creates major clashes between partners.

Application of evaluation criteria of market, entry strategies and develop recommendations for
the company selected
In the functioning of a business entity, it is essential for a business to develop focused
market entry strategies which are helpful in development of business. The key Marketing
strategies which can be adopted by Rowlinson Kintwear in order to develop operations in New
York are mentioned below:
 Market research and survey- The market research is considered as major type of
strategy in order develop operations in international marketplace. The research of
Apparel market in New York should be conducted by Rownlinson Kintwear company to
gain competitive growth. Nature of customers and level of demand of products and
services related to apparels should be identified by company to satisfy key customers.
 Research and development department- The research and development department
plays a key role in increasing the chances of business growth and development. It helps in
understanding the dynamic nature of market and supports in development of strategic
frameworks (Solberg, 2017). In order to develop focused approach in research and
development department, it is key role of Rownlinson Kintwear to hire professional and
experts in research and development department.
 Digital marketing- The digital marketing is the new way of performing marketing
operations and reach major customers. Company will take into account the application of
digital marketing in order to perform key operations with effectiveness. The company
will also perform advertisements and publicity on social media websites like Twitter,
Facebook and Instagram.
RECOMMENDATIONS
In order to gain desired success in the international marketplace, it is necessary for
Rownlinson Kintwear to focus on certain recommendations. The main recommendations which
should be followed by the company in order to successfully lead the apparel marketplace of New
York are mentioned below:
 Customer relationship management- The customer relationship management is the
major recommendation which should be developed by Rownlinson Kintwear to maintain
key relationship with major customers. In order to develop customer relationship
management, the business entity can use CRM software. Maintaining customer

relationship in a well defined manner will help the Rownlinson Kintwear to perform
majority of operations with primary focus on development of relationship approach.
 Management information system- The management information is a major IT tool
which can increase the competitive strength of business. In order to lead the competition,
it is important for all international and national companies to focus on developing
application of management information system (Pegan, Vianelli, and Luca, 2020). In
order to increase the coordination between employees, it is essential for the company to
take help of management information system.
 Stakeholders serving- The Rownlinson Kintwear should develop a focused approach in
identification of major stakeholder who are associated with its business. It is major role
of the business to develop major strategic choices which are helpful in serving the
stakeholders in a better manner (Wang, He, and Barnes,, 2017). Planning and
development of major policies for the stakeholders will help company to develop major
approach in dealing with customers.
 Professionalism- The business should adopt professionalism based practices in order to
increase the value and development. All the major departments of Rownlinson Knitwear
should come up together like human resource, marketing and financial management to
develop key operations in a precise manner. It will also help the company to move ahead
of its competitors within a specified and set time.

CONCLUSION
From the above analysis it can be concluded that in order to gain effective growth in the
international operations a business must focus on marketing operations. This project concludes
key role played by marketing strategies in overall development of a business to gain competitive
advantage. The report concludes key importance of marketing operations in order to lead the
competition in a short period of time by development of professional approach. This project also
concludes the development of plans and policies which helps and support international marketing
operations in a systematic manner. The project concludes that in order to lead the marketplace in
a set period of time, it is key role of marketing department to develop competitive approach. This
project concludes that application of key marketing strategies helps a company to develop
focused operations in order to increase revenue and profitability.