International Marketing Strategies for House of Fraser Expansion

This report provides a comprehensive analysis of international marketing strategies, focusing on House of Fraser's potential expansion into global markets. It examines key concepts such as the scope of international marketing, various routes to market, and the opportunities and challenges involved. The report evaluates market entry strategies, including licensing, franchising, and joint ventures, and assesses the criteria for selecting suitable international markets, with a specific focus on the Indian market. Furthermore, it explores the global versus local debate in marketing, analyzing how product, price, and promotional distribution approaches differ across international contexts and how the marketing mix can be adapted. The report also investigates different international marketing approaches, competitor analysis, and organizational structures to maximize opportunities in a global context. The goal is to provide recommendations for House of Fraser to effectively navigate the complexities of international marketing and achieve sustainable growth.

International marketing
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Table of Contents
Introduction......................................................................................................................................4
LO1 Demonstrate an understanding of how marketing contributes to business strategies in an
international context........................................................................................................................6
P1 Analyse the scope and key concepts of international marketing............................................6
P2 Using your chosen client organisation, explain the rationale for it to want to market
internationally and describe the various routes to market the organisation can adopt................8
M1 you should evaluate the opportunities and challenges that marketing internationally
presents to your chosen client organisation...............................................................................10
LO2: Evaluate entry to a selection of international markets and define the key success factors. .11
P3 Using your client organisation, evaluate the key criteria and selection process to use when
considering which international market to enter.......................................................................11
P4 Explain, using examples, the different market entry strategies, including the advantages
and disadvantages of each.........................................................................................................12
M2, you apply the market evaluation criteria and entry strategies, and make recommendations
for your chosen client organisation............................................................................................14
D1, you should produce a critical evaluation of the international market context, including
insight into how your chosen client organisation should adapt their marketing strategies for
various markets..........................................................................................................................15
LO3 Investigate how elements of the marketing plan can be adapted or standardised across
international markets.....................................................................................................................16
P5 Using your client organization, present an overview of the key arguments in the global
versus local debate.....................................................................................................................16
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P6 the management team of your client organization would like you to investigate how the
product, price, pricing and promotional distribution approach differs in a variety of
international contexts.................................................................................................................17
M3 you should evaluate the context and circumstances in which your client organization
should adopt a global or local approach, highlighting the implications of doing so.................18
M4 you should determine and articulate in detail how to adapt the marketing mix of your
client organization in different international markets................................................................19
D2 you should produce a critical evaluation of how the marketing mix is applied to a range of
international contexts.................................................................................................................20
LO4 Demonstrate an understanding of how to organise and evaluate international marketing
efforts (multinational, global, transnational, meta-national, etc.)..................................................21
P7 Explain and analyse the various international marketing approaches your client
organisation can adopt...............................................................................................................21
P8 Compare home and international orientation and ways to assess competitors, outlining the
implications of each approach...................................................................................................23
M5 Evaluate various marketing approaches and competitor analysis in relation to an
organization and make recommendations on how they should operate in an international
context........................................................................................................................................24
D3 Make recommendations on how organisations should be structured to maximize the
opportunity in an international context......................................................................................25
Conclusion.....................................................................................................................................26
References......................................................................................................................................27
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Introduction
In this report, it discusses the various aspects of International marketing. The House of Fraser
wants to expands their business and develop their market so they emphasis on the aspects of
international marketing. They focus and develop on the different plans and strategies to expand
their business. It is fragmented in to four parts. The first part analyses the scope and concepts and
also the different routes of market. The second part evaluates the selection process with different
strategies. The third part evaluates the various elements of marketing plan and provides the
arguments of local and global market. The fourth part helps to understand the different efforts of
marketing in global, Transnational, global etc. It also provides the recommendations that help to
maximise the share of market.
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Overview of the organisation
Concept of international marketing:
It is an important concept which involves the aplication of various forms of marketing principles
on the strategic and global level. House of Frasee should develop this concept to diversify its
activites in the other areas.
House of Fraser is the UK based company that serves and offers the wide variety of serices and
products such as Homeware products, Accessories, clothing , cosmetics. etc. It expands their
business around the Ireland and United kingdom. It isthe multi-channel business that has to
invest in large number of activities to achieve the goal.
Mission- The main aim of house of Fraser is to manage the environmental factors and that is
responsible for the communities and maintains the sustainable growth.
Vision-The vision of house of Fraser is to make shopping for brands and realise the experience
through worldwide.
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LO1 Demonstrate an understanding of how marketing contributes to business strategies in
an international context.
P1 Analyse the scope and key concepts of international marketing
International marketing is also called as global marketing which earned a large scope in today’s
business world. House of Fraser deals in products of fashion clothing, boots and shoes,
accessories, cosmetics, electrical, home ware, furniture etc. The company intends to expand the
business internationally in Australia, India, USA, China, Mexico etc.
Scope of international marketing:
Imports: importing of goods to increase the high quality goods from different countries by the
House of Fraser in all articles. The company imports the goods for resale them to the customers
who required such goods and services. Most of the time company imports products for their self-
use improving and creation their own manufacturing line.
Exports: Companies export the product and goods to international market and their own
franchises where company sell the goods in local market to generate more revenue. Both the
exports and imports support in expansion the business (Papadopoulos and Heslop, 2014).
Joint venturing: This is a combined organisation of two different brands for a prescribed time
period. This is used when companies intends to expand the business in international marketing to
receiving the advanced technology, resources, etc.
Contract manufacturing: This is most used strategy because it reduces the production cost of
the company takes the responsibility of collecting and arranging the products. This process cut
down the risk and price to encouraging the easy exit (Armstrong, et. al., 2015).
Key concept on international marketing:
The objective of international marketing is to publicity the value and significance that
differentiate between two international and national environment and way in which House of
Fraser control the implementation and formulation of marketing policies in different foreign
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markets. It develops together with the experience of organisational and philosophical
developments with particular peculiarities. It is divided into three phases such as:
 Foreign business orientation
 Leadership to sale in different foreign markets
 International marketing orientation
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P2 Using your chosen client organisation, explain the rationale for it to want to market
internationally and describe the various routes to market the organisation can adopt.
House of Fraser has objective to expand the business in international market for more
development and growth of the business for increasing the revenue. There are several routes
which may be adopted by company which are as follows:
Strategic Alliance: It describes a complete series of various relationships among companies that
market internationally, For example, shared manufacturing, research and developments
arrangements, marketing agreements and distribution alliances etc. It is a non-equity based
agreements which companies remain separate and independent.
Internet: This is a new channel which is used by many small and large organisations. The e
marketing includes new internet business companies that emerged with the technique of internet.
Existing companies are also the part of complete marketing plan that employs the marketing
approaches in business. This is the additional channel which increases or replaces the old
channel of marketing. It also gives the opportunity for a new online company (Samiee, et. al.,
2015).
Exporting: There are two kinds of strategies direct and indirect to exporting the various
countries. Direct exporting is very simple and company makes a promise to overseas market on
its own behalf. It provides a large control over overseas operations and brand above indirect
exporting. Some examples of indirect exporting covers:
 The management of export houses that works as a secure on export authority for the
company. It offers a complete level of la carte services to exporting organisations
(Morschett, et. al., 2015
 Consortia are the groups of medium and small organisations that work together with the
market and supplies related or unrelated goods and products in international markets.
Overseas manufacture: A company can decide that no options are supportive as overseas
manufacturing plant that is the business invests machinery, labour, plant in the global market. It
is also called foreign direct investment. It is a new inovative build, and the company can take
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over the present business which has more comfortable plants. The key importance is that the
business of company becomes restricted, manufacturing such products which are demanded by
customers.
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M1 evaluate the opportunities and challenges that marketing internationally presents to
your chosen client organisation.
House of Fraser deals in fashion clothing, cosmetics, furniture, accessories, boots and shoes etc,
so company faced several opportunities and challenges. The opportunities are importance for the
business organisation.International marketing plays an important role in expanding the target
market, which helps in enhancing the brand as marketing and positioning of the firm’s products.
It helps in getting linked with the world and connects large number of customers (Samiee, et. al.,
2015). It plays an active role in opening the doors for growth of future in different markets and
different customer of various countries. The cultural diversity of different countries is extreme
challenge, the different nature of marketing environment, changing nature and behaviour of
customers, mind-set and perception towards foreigners, problem in selection of the promotion
tools, different market forces various markets, problem in facing the different nature of markets
at the same time.
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LO2: Evaluate entry to a selection of international markets and define the key success
factors
P3 Using your client organisation, evaluate the key criteria and selection process to use
when considering which international market to enter.
House of Fraser wants to extend their business and transactions, for this they require the large
amount of finance and revenue to develop their share of market. House of Fraser is small
company with 56stores and sells the products of fashion clothing, Accessories, Home ware etc.
They want to expand internationally for this they have to make transactions and contract with the
Indian market. There are various factors that are recognised by the organisation to enter in to
international market these are:
o Electronic money transfer:In this the money can be transferred from one bank account to
other either with single monetary institutions and severalinstitution through the system of
computer, the bank do not play any role. It is necessary for the house of Fraser to monitor
the online transfer so that they can easily transfer the funds across the world.
o Internet:Internet plays a significant role in the marketing. It is a global market that
provides the wide variety of information and communication that includes the unified
networks with the communication protocol. To expand the business, it is necessary for
house of Fraser to have the understanding of plans and strategies and receive the other
information through internet (Armstrong, et. al., 2015).
o Allocation of resources: Resources play a vital role in the organisation, without these no
organisation can work in effective manner. It is necessary for the House of Fraser to use
effective and efficient use of resources so that they can expand easily in Indian markets.
o Cost of communication: Communication skills should be used in effective manner. This
skill helps the managers and staff to communicate better in the organisation that leads to
the attainment of goal.
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