International Marketing Strategies for Holmes Hotel London - Report

This report analyzes international marketing strategies for Holmes Hotel London, focusing on global expansion. It explores the concepts and scope of international marketing, examining the rationale for international market entry and various routes to market. The report evaluates key criteria and selection processes for entering international markets, specifically considering the Dubai market. It explains different marketing strategies, including their advantages and disadvantages, and presents an overview of the global versus local debate. Furthermore, the report investigates product, price, pricing, and promotional distribution approaches in international contexts, providing marketing approaches for the client's organization and comparing home and international orientations. The report also assesses competitors and outlines the implications of each approach, offering a comprehensive analysis of international marketing practices for the hotel.

International
Marketing

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
P1) Concepts and Scope of International Marketing..............................................................3
P2) Rationale for Want to Market Internationally and Various Routes to Market................4
P3) Evaluate the Key Criterion and Selection Process to Use While Entering into International
Market.....................................................................................................................................7
P4) Explain With the Help of Different Marketing Strategies Including Advantages and
Disadvantages of Each...........................................................................................................8
P5) Present an Overview of the Key Arguments of Global Versus Local Debate...............10
P6) Investigation of Product, Price, Pricing and Promotional Distribution Approaches Differs
in International Contexts......................................................................................................10
P7) Explain and Analyse Various Marketing Approaches for your Client's Organisation to
Adopt....................................................................................................................................12
P8) Compare Home and International Orientation and Ways to Assess Competitors, Outlining
the Implications of Each Approach......................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
International Marketing is the is the process in which different marketing principles are
applied at global level for the fulfilment of needs and demands of people living across the globe.
So with the help of this, it is clear that international marketing is focused on making the
companies to take their decision not only in the local contexts but also in the international
contexts as well (Akaka, Vargo and Lusch, 2013). The company chosen for the completion of
this assignment is Holmes Hotel London which is situated in Marylebone Village, London,
United Kingdom. The assignment will make its focus on the development of strategies that will
be applied in the international context separately from local contexts. The report will start with
making its focus on the scope and concept of international marketing, rationale for the company
to market globally, opportunities and challenges associated along with routes to market
internationally. The primary objective of every business whether it is local or international is to
earn maximum profit. Every country has different cultures, traditions , values which a company
need to follow in order to be successful. International business allows a company to expand its
operations globally and increase its profits. Companies face a lot challenges while doing its
business globally which sometimes affect it negatively.
MAIN BODY
P1) Concepts and Scope of International Marketing
It is defined as executing the activities and operations of a business beyond the
boundaries. Proper planning, promoting of products and services is essential to do the business
globally globally. The scope of IM is described in detail below:
International marketing helps in maintaining peace between the nations: International
business includes activities such as marketing, production, development and so on. Employees
from different countries come together to implement the activities of business. This enables
workers to communicate with employees who are from different counties (Amankwah-Amoah,
Boso and Debrah, 2018). In context to Holiday Inn, the manager recruit employees from
different countries and carry out its activities in other parts of the world.
International markets reduce the risk and increase opportunities: Manufacturing of the
goods is expensive for the company. The cost and risk is minimize when all the exports is taken
place by the own country. With reference to Holiday Inn, the hotel is in almost all the part of

countries and importing goods only from its headquarters so that risk should be minimize and
cost decline.
Imports: It is borrowing goods and services from the other country and is required in every
international business. It takes place when demand of company product and services in other
countries is high. In context to Holiday Inn, the company can import some specialize product
from the head company as per it customer demand.
Export: Companies export its product to other countries as per the requirement. Organisations
export product to franchisee in order to meet the customers demand. Thus, it increases sale and
profit generation from other country (Armstrong and et. al., 2015).
Contractual agreement: In order to expand the business, companies enter into the agreement with
other partners and companies so that they can increase its sales in that particular country. This
automatically increase its customer base, profits and revenue. Holiday Inn enter into an
agreement with Reward club so that they can increase its services for the customers which in
turns increase the sale of its services.
Joint Venturing: It takes place when two organisations come together and ready to share its
profit and loss. It is beneficial for companies to increase its scope in other countries. In context to
Holiday Inn, it should do the agreement with other hotels and clubs also so that its business can
be expanded more in other countries. This will lead Holiday Inn to increase its market and earn
high profits from the other countries.
P2) Rationale for Want to Market Internationally and Various Routes to Market
There is a lot of difference in between the local market and international market. Local
Marketing can be defined as the marketing which is done within the boundaries of their own
home country. In addition to this, the definition of International Marketing could be provided as
the marketing which is done across the boundaries of the home country and done at global or
international level (Baker and Saren, 2016). In case of local markets, an organisation have proper
knowledge about the faith, beliefs of people of that country which provides it with competitive
advantage over their competitors. On the other hand, the level of knowledge in case of
international marketing is not much to the organisation because of diversified people and new
markets. So this makes it important for the companies such as Holmes Hotel London to do
proper market analysis of the new market and gain sufficient information about the market that

could help them in providing their new customers with good products and services for capturing
market share and providing customers with differentiated experiences.
Holmes Hotel London is an organisation which is situated in Marylebone Village and
provides their customers with accommodation services for the satisfaction of their needs and
wants. The following organisation has worked good within the past few years and has also
provided their customers with good and luxurious quality services related to accommodation
(Beck, Chapman and Palmatier, 2015). Holmes Hotel London could make use of different routes
such as Direct and Indirect Routes to the Market which have been provided as under:
Direct Route: This includes those channels where the undertaking straightforwardly interacts
with the individuals in the universal advertise in order to convince them to make an acquisition
of the items sold by the venture. Holmes Hotel London have the capacity to utilize channels, for
example, salesperson, offering site conveyances, sorting out presentations, disseminating the
mail request lists to reach the purchasers, leaving a decent impression and holding them for quite
a while by giving high calibre and new breads.
Indirect Route: This comprises of the channels where the organization goes into an agreement
with outsider and hand over the obligation of impacting client conduct to them. Holmes Hotel
London can consider selecting channels like Alliance accomplices, Channel accomplices, OEM
accomplices, framework integrators and so forth to pick up the consideration of populace inside
outside nation (Bianchi and Mathews, 2016). A portion of these are quickly portrayed
underneath:-
Alliance Partners: These are the gatherings which are moderately littler in measure yet have the
ability to prompt Holmes Hotel London with respect to the business activities that can be
attempted by the bread kitchen to make a compelling and solid section into advertise.
Channel Partners: These are the associations who have specialized skill to impact the psyches
of clients and make them see the advantages that organization's items offer. They incorporate
affiliates, esteem included affiliates and appropriation accomplices and the significant players in
this division which Holmes Hotel London can go into an agreement with are CDW, Carahsoft,
Optiv, Insight and so forth.
It is suggested that Holmes Hotel London ought to embrace channel accomplice as the
course to showcase in new nation as these are the work force who have sound information on the
most recent strategies and advancements winning inside any business division. In this way, these

can recommend and give the supplies that can render an edge to this pastry shop over opponents
elements inside this industry.
International Marketing is an idea which can demonstrate to be a bane or aid for any
organization relying on the manner in which it is being used and the measures that have been
taken by the project to manage the difficulties related with this (Brouthers, Nakos and
Dimitratos, 2015). In such manner, when Holmes Hotel London will showcase globally, it can
tap the upside of various chances while all the while confronting a great deal of difficulties that
should be handled by advertising specialist of this pastry shop.
Opportunities
At the point when Holmes Hotel Londons enter universal market, they will have the
chance to tap bit of leeway of the accompanying components:-
Market Infrastructure: While going into universal market, Holmes Hotel London will have the
chance to pick up preferred position of the significant level of infrastructural improvement in that
market. This element will have the option to depend on vitality framework, correspondence and
transportation arrangement of that country to carefully sell and convey the breads and pies made
by organization. It will be practical and simpler for the small scale bread kitchen to work in those
nations where dependable and all around created framework is accessible.
Increased Profitability: International markets will in general give chances to Holmes Hotel
London by giving incredible infrastructural offices, material, work that will aid decrease of cost
of creation of bread kitchen things. At the point when expenses are altogether controlled,
organization has a higher likelihood of winning enormous edges over the items and guaranteeing
its supportability in outside market for quite a while (Christodoulides, Cadogan and Veloutsou,
2015).
Challenges
While showcasing universally, various dangers or difficulties must be considered by the
organization so as to pick up progress, these are referenced underneath:-
Language: Different words have various implications over the different nations of globe.
MaHolmes Hotel London needs to survey the interpretation of the brand name just as slogan in
various dialects so as to ensure that such interpretations don't prompt unintended implications
and hurt the feelings of nearby individuals. Instances of such deceptive interpretations are given
with the assistance of this table:-

Religions and social qualities: Across the world, individuals having a place with differing
religions have social qualities and standards about nourishment and refreshments which must be
considered by Holmes Hotel London else it might turn into a test for the undertaking to support
and improve its benefits there. The case of convictions of different strict gatherings are given
underneath:-
Laws and Regulations: While showcasing globally, Holmes Hotel London needs to consider
certain legitimate perspectives, for example, traditions, exchange boundaries, promoting, tax
collection and protected innovation rights to abstain from getting arraigned or fined.
P3) Evaluate the Key Criterion and Selection Process to Use While Entering into International
Market
Key Criteria
The criteria for choosing the universal topographical market is characterized beneath:-
Infrastructure Facilities: The market is chosen based on accessibility of sufficient foundations
to ensure that the generation of bread kitchen things of Holmes Hotel London should be possible
effectively.
Nature of Competition: The market is chosen keeping in thought the danger of adversaries in
the worldwide commercial centre and the achievement example of the particular business in
which firm works (Czinkota and Ronkainen, 2013).
Laws and Regulations: The organisation needs to consider the principles and guidelines
pervasive in the universal market to ensure that they don't enjoy any such activities which are
against the laws of chose nation.
In the wake of directing the previously mentioned choice procedure and considering the
key criteria, the market chose by marketing manager to complete development of Holmes Hotel
London is Dubai.
Market Selection is a pivotal procedure for Holmes Hotel London as this is the essential
for this pastry kitchen organization to pick up achievement in global commercial centre. The
means of the choice procedure are given beneath:-

International Marketing objective: The market is chosen based on the target that the
organisation is undertaking to accomplish in outside commercial centre (Hoppner and Griffith,
2015). This is done to ensure that the social, moral, practical, legitimate and strict estimations of
the country are not abused by the pastry kitchen items that are given by Holmes Hotel London.
Parameters for Selection: The different parameters which must be considered by Holmes Hotel
London while entering worldwide market are accessibility of foundation and materials, nature of
competition, administrative guidelines and market circumstances.
Preliminary screening: The business sectors which don't have the possibility to fill in as
rewarding area for the element are disposed of here subsequent to considering elements, for
example, customer conduct, populace size, economy structure and per capita pay.
Analysis and Selection: The short recorded markets are then assessed in the wake of directing
the practicality study and money saving advantage investigation. The best market is then chosen
for doing the development of Holmes Hotel London and making the breads and pies of this
pastry shop open to populace of universal market.
Test Marketing: Here, organization sells the item in a specific fragment of geological area to
increase a knowledge into the shopper conduct and reaction to the things delivered by Holmes
Hotel London.
Commercial Production: Once the consequences of test showcasing are seen as positive, the
undertaking at that point completes large scale manufacturing in the chose global market (Jean
and et. al., 2016).
P4) Explain With the Help of Different Marketing Strategies Including Advantages and
Disadvantages of Each
In order to enter into a market, there are different ways with the help of which this could
be made possible. These could be said as the marketing strategies with the help of which it could
be made possible to make improvements in the overall performance of their organisation. So
there are different methods and strategies with the help of which it could be possible to make
their entry possible in the new market. So some of the strategies are provided as under along with
their positive and negative points:
Strategy Sub Types/
Description
Advantage Disadvantage

Export
Through foreign agent
 Low cost of entry
 Moderate financial
risk
 Agent is able to
overcome the
difficulties of entry
 Low profits on
transactions
 Immense reliability
on foreign agent
 Inability to earn
international
experience
Through foreign
distributor
 Low staffing
requirements
 Lesser marketing
cost
 High transportation
cost
 Potential barriers of
trade
Licensing Sale of rights backed
up by patent or
intellectual property to
be used for
commercial purposes
in foreign market
(Katsikeas and et. al.,
2016).
 Low entry cost
 Lower financial risk
 Knowledge of local
conditions by the
licensee
 Lack of control on
maintenance of
quality in foreign
market
 Threat of disloyalty
of licensee
 Relatively lower
income (royalties)
Franchising Sale of rights by
domestic franchisor to
carry out commercial
activities through
foreign franchisee
 Possibility of rapid
foreign expansion
 Low entry cost
 Requirement of
control cost
 Sharing profits
between foreign
franchisee and
domestic franchisor
 Possibility of
franchisee’s
disloyalty

P5) Present an Overview of the Key Arguments of Global Versus Local Debate
It is for the foremost part accepted that worldwide showcasing is useful for organizations
as it gives chances to the venture to expanding the client base by serving the necessities of
individuals arranged in outside market and giving top notch items to hold them for quite a while.
Further, the incredible nature of infrastructural and correspondence offices abroad will in general
give preferences to the element as far as increment in piece of the overall industry and
subsequently, the quantum of benefits. In such manner, neighbourhood promoting lingers behind
worldwide showcasing as this will in general come up short on the assets, crude materials,
framework just as expected innovation to direct generation in a way that can render focused edge
to organization over universal opponents (Martin and Javalgi, 2016). Further, neighbourhood
advertising is additionally less ideal as the way to draw in the consideration of enormous number
of individuals isn't accessible to the businesses in residential nation.
A few people additionally accept that nearby promoting has an edge over worldwide
showcasing as the previous is less mind boggling and the elements are very familiar with the
market situation of residential nation. Further, the money related assets required for setting up
the name and position of organization in home nation is a lot simpler than while going
worldwide. In this way, the odds of manageability is bigger when a firm is associated with
neighbourhood showcasing. In such manner, worldwide promoting is seen to be less powerful as
the client contact in global market is hard to be kept up (Richter and et. al., 2016). This owes to
the nearness of huge number of contenders who are continually trusting that an open door will
request the clients of a built up organization and decline their market generosity and offers them.
P6) Investigation of Product, Price, Pricing and Promotional Distribution Approaches Differs in
International Contexts
The advertising blend, in particular the 4 P's of showcasing, for example, item, value,
advancement and dispersion are to a great extent influenced when an organization moves from a
local to global market. Each country is one of a kind as far as culture, language, client needs and
inclinations, purchaser socio-economics and so on. In such manner, while moving to Dubai and
other universal markets, the promoting endeavours of Holmes Hotel London will vary from the
nation of origin, UK.
Component London, UK International Markets

Product The element gives new, natural
and home-made breads and
pies to serve the requirements
and requests of individuals.
The results of Holmes Hotel
London can be adjusted
according to the shopper socio-
economics, language, bundling
inclinations of populace of the
new markets.
Price Here, the estimating of bread
kitchen things of organization
was high as the organization
had developed its dedicated
base of clients over years
(Rosson and Ford, 2016).
Holmes Hotel London can
apply penetrative valuing so as
to draw in the consideration of
individuals in global markets
Promotion As of now, promotion is being
finished by method for internet
based life pages of
organization over destinations,
for example, Facebook,
Twitter, Pinterest, Instagram
and so forth.
Inside global markets,
organization can utilize
procedures, for example,
advertising efforts, web based
life and deals operators to
impact individuals to make
buy.
Distribution Here, Holmes Hotel London is
giving on the web conveyance
once an individual reflects
enthusiasm for substance's
items over the site.
In global markets, this pastry
kitchen can utilize techniques,
for example, wholesalers,
retailers, channel accomplices,
universal public expos and so
forth.
International Marketing Approaches
Holmes Hotel London has the choice of embracing one of the different global promoting
approaches which are characterized beneath:-

Global: These are the elements which have outlets or offices arranged in different nations
yet every area works and capacities in its very own way. Model: McDonald's
Worldwide: These are the which have outlets spread over different nations however they
pursue a uniform organization culture with predictable arrangement of procedures that help with
encouraging a viable and productive single worldwide element (Bianchi and Mathews, 2016).
Model: Airbnb, Starbucks, Apple and so on.
Transnational: These are the elements which are of complex nature and work generous
offices while leading business in more than one country. They don't explicitly offer thought to a
specific nation as their national home (Skudiene, Auruskeviciene and Sukeviciute, 2015).
Previously mentioned are diverse global showcasing approaches that can be embrace by
organization so as to extend its business in universal market.
P7) Explain and Analyse Various Marketing Approaches for your Client's Organisation to Adopt
International marketing can be described as the process of promotion products and
services of an organisation in number of countries to gain customer at international level. It is
necessary for organisation to establishing more effective as well as efficient marketing strategies
in regards to achieve more customer in various nations. However, it will facilitate to attract new
customers along with retaining the current ones which provide support to enhance profitability of
brand. In context of Holmes Hotel London, it is essential to establish effective marketing
strategies with the help of implementing appropriate international marketing approaches for
promoting products. Hence, some of these approaches are explained further:
Multinational marketing approach – This can consider as an appropriate entities that
consist services or outlets situated in different nations where operational and marketing activities
are carried but their idea is same. It is known as an approach through which same brand can
utilise specific and effective promotional strategy in various countries to promote their products
to encourage (Surugiu and Surugiu, 2015). However, Holmes Hotel London can utilise this
marketing approach at international level in terms of increasing awarenesses among people
regarding their services to enhance profits.
Global marketing approach – The term global marketing approach refers to procedure
of making adjustments in strategies of marketing to adapt condition of other nations globally. It
includes the whole process including planning, generating positioning and promoting the
products in global market. However, it is beneficial to improve effectiveness of products and