International Marketing Report: Strategies for Global Expansion

This report delves into the core concepts of international marketing, examining how businesses expand their operations across national boundaries. It uses Rowlinson Knitwear as a case study to illustrate key aspects such as market entry strategies, including exporting, joint ventures, franchising, and strategic alliances. The report explores the rationale behind internationalization, highlighting opportunities like increased profits and market share, while also addressing challenges such as regulatory hurdles and exchange rate fluctuations. It evaluates various international marketing approaches, including product, promotion, and distribution strategies, considering the global versus local debate and the adaptation of the marketing mix. The report provides a comprehensive analysis of the selection process for entering international markets, the application of entry strategies, and recommendations for enterprise structure, offering valuable insights into the complexities of global marketing for students.

International
Marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Concept and scope of international marketing.......................................................................1
P2 Rationale for market internationally and different routes to enter in new market.................3
M1 Opportunities and challenges present in marketing internationally.....................................4
D1 Evaluation of international marketing...................................................................................4
TASK 2............................................................................................................................................5
P3 Selection process use when enter in international market.....................................................5
P4 Various market entry strategies with its advantages and disadvantages................................6
M2 Apply the entry strategies in market.....................................................................................7
TASK 3............................................................................................................................................7
P5 Arguments in the global versus local debate.........................................................................7
P6 Difference in product, promotional and distribution approach in various international
contexts.......................................................................................................................................8
M3 Circumstances and according to that adopt a approach........................................................9
M4 Adapt the marketing mix......................................................................................................9
D2 Application of marketing mix in various international contexts...........................................9
TASK 4............................................................................................................................................9
P7 Various international marketing approaches.........................................................................9
P8 Home international orientation with various ways to assess competitors..........................11
M5 Different marketing approaches.........................................................................................11
D3 Recommendation related with structure of enterprise.........................................................11
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Marketing is known as the process of plan and execute the promotion, pricing, goods,
ideas of distribution, and services in order to create exchange for satisfy the needs of individuals
and achieve organisational objectives. International marketing is the process of carry out these
activities across the national boundaries (McGraw Hill.Zhou, Wu and Barnes, 2012). Under
concept of globalisation, entities expand its business activities in various areas of world for
generate more profits. When organisation operate in various areas then marketing play a big role
in its success because with help of marketing entity make the individuals aware about its
products and services and influence them to buy the same. One of the main benefit of marketing
is that it increase the sales of company's product and also provide competitive benefit to firm.
Large number of elements are there that encourage firms to expand its activities new areas such
as increase profit, market share, utilisation of resources and many more. Rowlinson knitwear a
small firm that deals in clothes and offer corporate and school wear is taken in this report for
study. Key concepts and scope of international marketing with various that can be use by entity
to enter into international market is all given in this report. Further, differences in approaches of
price, promotion and product related with international context is mentioned under this. In
addition to this, different international marketing approaches that can be adopt by a business
entity is also included in this.
TASK 1
P1 Concept and scope of international marketing
Rowlinson Knitwear is a clothing firm which mainly provide school and corporate wear.
One of the main focus of entity is to adopt ethical and transparent approaches for execute
business operations. With this, entity wants to capture a larger market share. All rules and
regulations are related with employee safety, child labour and many more all are follow by
production department (Akaka, Vargo and Lusch, 2013). Entity offer its products in fair and
affordable prices in UK which is known as well developed nation and firm has an opportunity to
expand its activities in various areas in an effective manner.
Concept on international marketing: This concept is related with carry out all activities
related with the marketing of products but beyond the national boundaries. Entity expand its
activities in new areas with help of various approaches of market entry. Take decisions related
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with offer services, distribution of goods, set the price and do promotion for fulfil the
requirements of customers is all come under this. Rowlinson knitwear decide to expand its
business activities in Spain as with this firm can strengthen its brand image and can offer its
products to large number of customers (Cavusgil and Cavusgil, 2012). Various concepts related
with international marketing that require to be consider by manager of marketing department are
as follows:
 Identify and examine the behaviour of individuals living in Spain
 Introduce new lines of clothing for offer products as per the neds of customers.
 Set right price of the product as per the income level of individuals.
 Adopt an effective channel of distribution.
 Formulation and implementation of promotional strategies for increase the sale of
product.
 Provide effective services.
Scope of international marketing: This aspect highlight the various options that are in
front of firm and entity can utilise any one to expand its operations in Spain. Various options that
can be use by Rowlinson knitwear for expand commercial activities can be understood by the
points given below: Exports: This is one of the most effective and popular method to expand operations in
new market. It can be take place either direct or indirect manner. In indirect export, firms
carry out functions of buying and selling of products with help of other companies. In
direct export, entity offer its products and services directly to the customers. Both
methods are effective and entity choose one as per its requirements and the objective it
want to achieve. Joint ventures: This is another method that can be use by firms to operate in other
countries. In this, firm join hands with the firms operate in the country in which company
wants to expand (Fletcher and Crawford, 2013). With this, entity can satisfy the needs of
its customers in better manner. Franchising and licensing: This method is another method to operate in new areas.
Domestic firms get a license from foreign entities to manufacture products as per their
conditions entity sale the same under brand name of foreign company.
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 Strategic alliance: Under this a agreement is sign by two parties and they execute various
operations in order to attain set goal and objective.
All these are the major methods that can be use by Rowlinson knitwear to operate in new
areas. Strategic alliance can be utilise by firm as this is an effective method. With this, entity can
capture a large market and can generate more number of profits.
P2 Rationale for market internationally and different routes to enter in new market
Determine and implement the right tool for expand business operations in international
market is known as an important function of a business firm. This support entity in operate in an
effective manner and attain set goal and objective. Marketing of firm should be effective as this
make the business more profitable (Ringle, Sarstedt and Straub, 2012). Various elements that
encourage entity to go in global market. These are given in the following points: High population: This is one of the main reason why large number of entities go and sell
their products to international markets. It provide an opportunity to serve more number of
customers which increase the profits of entity. High demand: One of the major element that motivate firms for international business is
high demand. When entity manufacture a product having high demand in international
markets then it increase market share and profits of company. If one product of company
is in decline stage in one market then offer the same in another market, company can
achieve growth stage.
 Growth rate: Firms always choose developed nations to expand its activities. One of the
main reason behind this is that it increase the success chances of firm's product.
 Domestic markets is saturated and small and with help of expansion company can offer
its products to large number of new customers.
All these are the major reasons that encourage firms to internationalise its operations. It is
very important for entity to select a right route as with this it can offer its products and services
to the customers in adequate manner. Major routes to operate in global market can be understood
by the following points: Direct exporting: This is one of the most simple and effective strategy, in this firm sell it
products in overseas market. As Rowlinson knitwear wants to expand its commercial
activities in Spain so entity can offer its products by form stores there.
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 Strategic alliance: This strategy indicate a relationship between two or more than
enterprises. All of them operate in achieve a common goal and to maximise the number
of profits. One of the main benefit of this entry tool is that it help in deal with
uncertainties in adequate manner.
 Email marketing: Online marketing also help firm in offer its products and services to
more customers in new markets (Yang, Su and Fam, 2012). Less funds are require for
utilise this strategy. This is one of the effective strategy that can be use by Rowlinson
knitwear. With this company can interact with its customers and can offer them products
as per specific needs.
M1 Opportunities and challenges present in marketing internationally
Before expand its business activities in new areas, it is very important for Rowlinson
knitwear require to identify the challenges and opportunities involve. This help in formulate
better plans and effective strategies require to expand operations. Major opportunities and
challenges involve in market internationally is given below in the following table:
Opportunities Challenges
By expand its business activities in firm can
generate more profits and can increase its
market share.
Rules and regulations of foreign country is one
of the biggest challenge face by firm while
expand in others areas.
Country with favourable economic conditions
help in generate more profits.
Fluctuations in exchange rate is one of the
another challenge that increase the risk related
with business operations.
Expand activities in new areas increase profit
opportunity of firm.
Political conditions exist in another country
and the modifications take place in that serve a
major challenge for firms that operate beyond
national boundaries.
D1 Evaluation of international marketing
As per the point view of Cadogan, 2012, international marketing include all activities
that carry out by business firms for inform and influence customers to buy company's products,
beyond national boundaries. Marketing support entity in achieve its set sales objective by
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influence customers to buy the same. Manager formulate and implement strategy in order to
utilise all resources and to serve its customers in effective manner. This enhance efficiency and
help entity to offer quality products at affordable prices which help in get a competitive position.
TASK 2
P3 Selection process use when enter in international market
When organisation decide to expand its business activities in new areas then in order to
get all benefits related with it, right method should be use by firm. Another major decision taken
by manager is to select the market area in which entity wants to operate. Evaluation of
international market is not an easy task as various factors are there that require to be consider by
entity during this evaluation. One of the main benefit of this analysis is that it help manager to
choose the market with high growth potential. On basis of relevant factor process of enter into
new markets can be examine to identify and select the market with growth potential. Country identification: This is the first step in which manager do various efforts to
understand the area in which entity wants to operate or wants to offer its products.
General overview of market is identify ascertain that company can operate there or not
(Chung, Lu Wang and Huang, 2012). It is identified by manager is that market is come
under developing, developed or under developed economies. This help in select and
choose the best area in which firm can offer its products. Preliminary screening: This is the second step in which screening of economy is
undertake by the firm and rank or weightage is given to every country. Under this,
various factors such as exchange rate, GDP, stability and elements of external
environment is analyse. On this basis Rowlinson knitwear choose Spain as company find
that by operate there it can generate more number of profits. In depth screening: In this an in depth screening is take place all factors of micro and
macro environment are analysed. This support entity in formulate a better and effective
plan. Find selection: This is the step in which firm take a final decision and select a nation and
offer its products to serve their customers.
 Direct experience: This is the last stage in which firm start gaining experience. In this all
areas and sections are examine by manager to achieve smoothness in business operations.
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All these are the important aspect that require to be utilise by Rowlinson knitwear before
start its business activities in Spain. One of the main criteria of choose the market is to it should
have growth potential so that entity can generate more number of profits. With this company can
generate more number of profits and can sustain in market for long run.
P4 Various market entry strategies with its advantages and disadvantages
Market entry strategies are those techniques that support a business entity to enter and
develop its business activities in new areas (Douglas and Samuel Craig, 2011). These are known
as planned methods that support in deliver goods and services to the final customers in effective
manner. It is very essential for manager to identify and undertake analysis of every strategy as
with this all advantages and disadvantages can be determine. Major strategies that can be use by
Rowlinson knitwear to enter into new markets is given in the following table:
Basis Advantages Disadvantages
Direct exporting: This is one
of the most popular method in
which firm offer its products to
other country by open an outlet
there (Zhou, Wu and Barnes,
2012). This can be done with
help of online medium.
There are high chances of
generate more profits and get
customer satisfaction because
there is no middlemen
(Papadopoulos and Heslop,
2014). Low expenses increase
profitability of entity.
This strategy is not suitable for
firms that operate on small
level as this require high
amount of funds. Various
efforts are require to create and
maintain a large base of
customers.
Joint venture: Under this
strategy, two or more than two
firms carry out business
operations together (Ringle,
Sarstedt and Straub, 2012). It
is very important for every
firm to perform their roles and
responsibilities in an effective
manner.
One of the main advantage of
this is that it help in utilise all
resources of business at an
optimum level (Yang, Su and
Fam, 2012). Under this loss is
bear by both entities in equal
manner which decrease the
burden.
Confusion arise and it become
impossible for firms to operate
freely without getting the
consent of other (Paliwoda
and Thomas, 2013).
Differences in culture in two
firms increase the complexity
of business process.
Buying a company: In this
company but a local company
It help in carry out business
activities in effective manner
It might be possible that staff
members of exist firm have
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of the area in which entity
wants to expand its activities.
One of the main benefit of this
is that it help it better
understand the needs of
customers and help in fulfil
their requirements.
and also support in satisfy the
needs of customers (Fletcher
and Crawford, 2013).
low morale and this decrease
their productivity (Wilson and
et. al., 2012).
All these are the major strategies that can be choose by Rowlinson knitwear. With help
of joint venture firm can expand its operations in new areas easily. Entity can deal and manage
any kind of risk and can attain its set goal.
M2 Apply the entry strategies in market
Market evaluation is the process in which manager examine various areas and location in
order to determine and choose the most productivity one. Large number of entry strategies are
there which can be adopt by firm to enter into new market such as joint venture, direct exporting,
purchase a company and many more (Evers, Andersson and Hannibal, 2012). Various
advantages and disadvantages are related with every strategy so before choose the final strategy,
it is very essential for manager to examine all benefits and cost related with it. Firm choose and
implement strategy as per its final objective.
TASK 3
P5 Arguments in the global versus local debate
Various functions are execute by a business organisation to attain its set goal. Execution
of activities is carry out by every enterprise in unique way. This understanding help in increase
effectiveness of business operations which help in attain set goal and objective. It is very
essential for management to analyse the global and local presence of an entity as this help in
better understand the market. Differences between global and local presence is given in the table
given below:
Global presence Local presence
Due to various markets, at global level entity Number of opportunities remain limited in
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have more opportunities to increase the
number of its profits.
local market (Chung, Lu Wang and Huang,
2012). But low competition help entity in
generate more profits and this ensure long term
survival of business entity in market.
Due to large number of customers and
changing market trends it become essential for
entity to implement innovation on continuous
basis.
Under this, firm do not consider market trends
more. The main emphasis on this remain to
create and maintain good relations with
customers for retain them for long time period.
This help business entity in earn more profits
which contribute in success and growth of firm
(Douglas and Samuel Craig, 2011). By expand
its business operations on international level,
Rowlinson knitwear can generate more profits.
Chances of generate profits is less in this. But
in this, it is easy for enterprise to create and
maintain positive image (Cadogan, 2012).By
operate in domestic market Rowlinson
knitwear can create a positive images but
cannot generate huge amount of profits.
In this entity is more able to diversify
commercial activities.
Due to limited finance resources, it is difficult
for firms to diversify its activities.
By expand its business activities on international level, Rowlinson knitwear can serve
more number of customers and at the same time generate more number of profits.
P6 Difference in product, promotional and distribution approach in various international contexts
International market is a mix of various components which require to be identify and
examine by manager so entity can operate in an effective manner and at the same time can get all
benefits related with it. Undertake an analysis related with the product, promotion and pricing
approach is very important for manager of Rowlinson knitwear as this help in carry out business
operations in better manner. Product: To attain its set objective while operate on global level it is beneficial for firm
to offer various products as this help in attract large number of customers (Akaka, Vargo
and Lusch, 2013). For capture new market share entity require to offer new and featured
products to its customers.
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 Pricing: It is very important for firm to set a right price of product as this play a big role
in success of product. For set a right price firm can carry out research to determine what
is the amount that customers are willing to pay (Cadogan, 2012). Right price help offer
value value to the customers and with the company can generate large amount of profits. Promotion: Under this, various communication tools are use by firm in order to promote
it. This make the customers aware firm's products and also encourage them to buy the
same (Cavusgil and Cavusgil, 2012). Rowlinson knitwear can utilise social media
platforms for marketing of its products.
 Distribution: Different channels are use by entity to distribute its products and make it
available to the customers so they can easily buy it (Douglas and Samuel Craig, 2011).
Effective channel of distribution not only save cost of firm but at the same time ensure
timely delivery of products. In this way entity can better satisfy the needs of its customers
and can retain them for long time period.
M3 Circumstances and according to that adopt a approach
For manage all activities in an effective manner, manager require to undertake an analysis
related with presence of business in local and international market. When a company operate in
local market then less risk is associated with commercial activities but the number of
opportunities also remain limited due to small market size. When business operate on
international level then it provide various opportunities to attain growth. It provide basis to offer
product to large number of customers which increase profits of entity.
M4 Adapt the marketing mix
Marketing mix is a combination of various elements that is implement by firms to attain
its marketing objective. One of the main feature of this concept is that it help in identify the
features which should be there in a product to satisfy the needs of customers. It also assists in set
right price of the product so company can offer value to its customers and can generate profits as
well. With this, entity can carry out its promotional activities in effective manner and can attract
more number of customers towards its offering.
D2 Application of marketing mix in various international contexts
Papadopoulos and Heslop, 2014 concluded that, effective implementation of marketing
mix provide large number of long term benefits to company. With this, company can operate
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