International Marketing: Strategies, Analysis, and Recommendations

This report provides a detailed analysis of international marketing strategies, focusing on the case study of Arcadia Group and its expansion into international markets. The report begins with an introduction to international marketing concepts, including global marketing, globalization, export marketing, and multi-domestic marketing. It then explores the rationales for international market entry, such as increasing sales, brand recognition, and diversification of risks. The report examines various market entry strategies like exporting, joint ventures, and direct investment. It assesses key criteria for market selection, including cultural, economic, legal, and political factors. The report also analyzes the 4Ps of the marketing mix (Product, Price, Place, Promotion) in an international context and provides recommendations for adapting the marketing mix to different markets. Furthermore, it covers competitor analysis and discusses how organizations should be structured to maximize opportunities in international markets. The report concludes with an overview of the key debates surrounding global versus local approaches and offers insights into the challenges and opportunities associated with international marketing.

International
Marketing

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1 Scope and key concepts of international marketing..........................................................3
P2 Rational for an enterprise to want to market internationally.............................................5
M1 Opportunities and challenges that marketing internationally..........................................6
TASK 2............................................................................................................................................6
P3 Key criteria and selection process.....................................................................................6
P4 Different market entry strategies and its advantages and disadvantages..........................8
M2 Market evaluation criteria and entry strategies, and make recommendations.................9
D1 Critical evaluation of the international market...............................................................10
TASK 3..........................................................................................................................................10
P5 Overview of the key evidences in the global vs local debates........................................10
M3 Circumstances in which your client organization should adopt a global or local approach
..............................................................................................................................................11
P6 4P's of marketing mix differers in a variety of international context..............................11
M4 Way to adapt the marketing mix of organization in different international markets.....12
D2 How the marketing mix is applied to a range of international contexts.........................13
TASK 4..........................................................................................................................................13
P7 Different approaches of international marketing............................................................13
P8 Compare between international and home orientations to assess competitors...............14
M5 Various marketing approaches and competitor analysis in relation to an organization 15
D3 How organisations should be structured to maximize the opportunity..........................16
CONCLUSION..............................................................................................................................16
REFERENCES..............................................................................................................................17

INTRODUCTION
International marketing refer to the performance of operations of business designed to
price, plan, promote, direct service and goods flow to customer or service user for benefit in
numerous countries. According to the This report will analyse the Arcadia Group has their case
study who is aiming over expanding their business at international market for earning more
revenues and global recognition. This assignment will discuss over the scope and concept of
selection, process, international marketing to carry out the strategies of market entry globally
paling with their merits and demerits (Akaka, Vargo and Lusch, 2013). This will evaluate the
4P's of marketing that can play major role in development and success of business as well as
determining distinct approaches that company adopt. This has the purpose of meeting long term
objectives and goals in efficient manner.
TASK 1
P1 Scope and key concepts of international marketing
International marketing can be referred as the principles application in order to manage
and satiate necessary demands and wants of several individual living the borders of domestic
market. The only and major difference between the international and domestic marketing
definition is that activities of marketing take places in one or more than one nation. This is
basically identified as the expansion of marketing where company has to create distinct
marketing mix for achieving the requirement of nation. This will support business organisation in
leveraging experience, assets and products into global market.
Key International Marketing Concept: There are some specific global marketing
concepts that is fundamental for entity of business for identifying different marketing types and
trade. Here are determined some of major aspects: Global Marketing: This is very fundamental part of Arcadia Group in respect of reaching
product from nation level (Bertoli, 2013). Globalisation: This is another concept of international marketing in which the distinct
communication channel are used by company for like print or social media etc. Export Marketing: In this phase, organisation majorly aims on transportation of products
and service in different trade.
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 Multi-domestic Marketing: According this, activities and operations of business extend
their market to international level. International Trade: This concept is fundamental for Arcadia Group because this can
suggests their organisational name (Chung, Lu Wang and Huang, 2012). Through this,
they need to import and export their commodities to different branches and clients.
International Marketing Scope: This is to understand the global marketing which is
earned a great business scope in present scenario. Cause of marketing strategies, expansion has
not confined within the country border. Here are mentioned some specific scopes that are set for
expansion of Arcadia Group: Imports: This is fundamental for business's international marketing: buying products
from specific country as well as selling them in national market in organised manner.
Arcadia Group can render more unique products through importing effective products
and in-demand services to clients. Export: Exporting is as similar for brand as this is for a nation. Company can export their
finalised products and services at international market or their franchisee in order to
expand their recognition across the sea. Joint Venture: In this manner, two and more brands comes with each other to enter a
new market. The profits, investment, losses are initially definite in certain period of time
as well as value. This is important for company for joint ventures to increase as scope as
obstacle of output yo innovate international entrants. For e.g. Telefonica and Vodafone
agreed to share the company's mobile network operating business as a joint venture.
 Fully Owned Manufacturing: As per this approach, business can carry out their
operations or activities in host nation or expand their business in international market (De
Langhe and et. al., 2011). It is needed through the assistance of different resources like
advanced technology, land, manpower etc. Arcadia Group can emerge and deploy their
business through controlling quality in the global market. As company has been planning
to expand their business at global marketplace, this can be more assisting for enterprise to
establish their enterprise within their existence and entire control over operations.
P2 Rational for an enterprise to want to market internationally
Rational Organisation: As per this, a company like Arcadia Group can evolve and grow
with long term development opportunities. In order to increase sales amount, attain more
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international potential buyers as well as create a global recognition, companies like Arcadia
Group expand their business in global trade (Fletcher and Crawford, 2013). Being global is more
significant decision which can help in disrupting the existing activities business. This aid in
diversifying hazards, enter in untapped market, developing awareness of brand etc. Through the
international marketing, expansion of business can be done globally along with brand reputation
management and development in efficient manner. For this, they optimise different business
strategies which is more suitable and effective for company's expansion purpose. Here are
mentioned some of those route: Exporting: Through indirect and direct exporting system, organisation can carry out their
business on international platform. Direct exporting whereas is more straightforward
which company coordinate operations on their behalf whereas indirect exporting provide
greater control over operations and brand overseas (Berthon and et. al., 2012). This can
helps in increasing the revenues and sales number along with support in reaching the long
and short term objectives. Joint Ventures: Joint ventures are related to equity based which an organisation has
determined with groups owning a new business proportion (Terpstra, Foley and Sarathy,
2012). This is beneficial and fundamental organisation's part which carry out operation to
improve and success easily. So as outcome, more revenues and sales can be met through
assisting that can meet buyer's domestic items. Direct Investment: This is more fundamental as well as effective part for development
and success of Arcadia Group. Organisation can invest in other nation that can lead to
more revenues and sales in the share of market. As per the requirement, this can render
more quality and provide cost to services of consumer.
 Licensing and Franchising: It is important and needed for every business for entering in
new market (Gilligan and Hird, 2012). Through this, company can utilise trademark,
name, and process of business while helping in sale.
Hence, Arcadia Group can deploy their business overseas and can earn more revenues
and benefit term through using effective and most appropriate strategy of expansion that can aid
them in reaching set outcomes.
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M1 Opportunities and challenges that marketing internationally
There are various issues that has been identified through the expansion of business
organisation, Arcadia Group in the international market as it can assist in achieving business
objectives as well as more revenues amount in efficient manner. There are several challenges
that an organisation faces while expanding their business globally such as reputation
management, infringement or intellectual property, managing company's recognition etc. It
required proper administration and management for an enterprise to overcome from those further
issues that Arcadia groups might face. Hence, above all issues and threats, international
marketing provide vast range of opportunities to grow and develop (Strauss, 2016). Company
have various opportunities to develop in international trade through opting techniques such as
licensing, joint ventures etc. which can provide revenues and sale. Despite this, there are various
challenges that Arcadian Group has to face while coping and carrying out business in
international marketing. It can helps in availing increased market size, economies of scale,
managing ROI exporting strategic alliance etc. that not only help enterprise in establishing itself
globally but aid in meeting the potential service user range in adequate way. Through the
assistance of analysis of market and environment, organisation can resolve this issue. After the
critical analysis, it can also affirms that there are several methods and procedure which an
organisation can undertaken in order to meet the determined outcome. Different marketing
strategy deliver different opportunities along with the limitation that can lead to whether negative
or positive influence on enterprise accordingly.
TASK 2
P3 Key criteria and selection process
A local business require proper plan and outline before starting or extending business
operation in another country. There is a basic evaluation process that a business organisation like
Arcadia Group has to follow before expanding their market on the global level. Through this
assistance of this, rules and regulation that is set by government of other country has to be
complied by company while developing business in other market (Malhotra, 2011). There are
several factors and major criteria which is essential to optimise international marketing that is
mentioned here:
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 Culture Factor: various culture components are need to analyse such as language,
preferences, regional values, age and demographics, consumer habits etc. Economical Factor: financial and economical elements of country such as income per
capita, authentic class structure, demands and supply, banking and financial transactions
etc.
 Legal and Political Factor: Numerous political as well as legal factors such as permits
and licensing of business, taxes, tariffs, fees risk of currency etc.
There are several other elements which is needed to implement as key criteria while
expanding their business in international market by Arcadia Group. This procedure involve five
major stages of analysis for accurately managing business operations in host country in which
some are mentioned as below:
Stage 1: Identification of Country
In this step, proper identification of country, their culture, preferences, interest, choice,
consumers, language, religion, ideologies, political aspects and many other demographical
elements are being evaluated in order to create a more sustainable and feasible plan of expansion
of business. Arcadia can direct their retailing business to far border of France through identifying
their culture and basic requirements.
Stage 2: Initially Screening
After undergoing initial screening procedure, proper evaluation and comparative analysis
of major factors is done that can influence business such as macro-economic components like
exchange rates, currency stability, domestic consumption level etc. Issue linked with political
instability as well as risks is being undertaken in this procedure of France.
Stage 3: In-Depth Screening
In order to reach the effective decision-making, feasibility of screened planned is
evaluated for market entry. In this step, elements like probable charged price, distribution style
and methods used for country, communication techniques, market segments, product adaption
method etc (Paliwoda and Thomas, 2013). Company will evaluate France's market condition,
retailing product cost criteria and major components in ideal way.
Stage 4: Final Selection
In this stage, potential countries is being enlisted for further procedure. In this, Arcadian
Group will evaluate major competitors as well as domestic organisation like Carrefour, Tesco,
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Rewe-Zentral AG. Etc. that can help in meeting market entry. After final weighting, ranking and
scoring can be undertaken which is based upon more concentrated area.
Stage 5: Direct Experience
This is one of major part in which personal experience is being portrayed. Marketing
manager individually evaluate the certain location, practices of business, country's culture and
other elements (Ringle, Sarstedt and Straub, 2012). They focus over preference, behaviour, taste,
experience and personal culture of France to achieve their business revenues and sales in more
significant manner.
P4 Different market entry strategies and its advantages and disadvantages
Strategies of Market Entry: An organisation can opt different strategies of market entry
in order to expand business at international marketplace successfully. There are various
components that need to be undertaken for reaching set outcome. Arcadia Group will evaluate
merits and demerits of these strategies for adopting the suitable one in context of company:
Exporting: This is established and traditional part of functioning and operating a business
at global market. This helps in identifying the marketing of products which can help in
manufacturing services in other state. It undertakes the elements like cost, promotion,
distribution etc. For example: Arcadia Group export their commodities and service in France
through the help of exporting strategy. Merits: This support company through enquiring international trade before investing on
distinct products as well as decrease operation's uncertainness etc. Demerits: this maximise non-payment uncertainties as well as product costing etc.
Franchising: In this plan, there are majorly two entity i.e. franchisor and franchisee.
They help in developing business and meeting success. As the distribution part, franchisor are
major supplier as well as franchisee utilise trademark for distributing products in systematic style
(Samiee and Chabowski, 2012). For example: McDonald has globally expanded its business
through franchise market entry technique. Merits: employment dependence and freedom as well as provide verified trademark. This
decrease uncertainties failure. Demerits: This is risky, complicated and expensive method which is not beneficial for
small entities.
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Licensing: This can be determined as foreign approach of operation whereby the
company in certain government to license company in another country to opt manufacturing,
processing, trademark etc. given by licensor. For example: Pizza Hut is the best example of this
approach of market entry. Merits: This is effective manner to expand business in global market which help in
linking parent and receiving partner interest.
 Demerits: This include limited engagement to length and weight of certain trademark,
products and process etc.
M2 Market evaluation criteria and entry strategies, and make recommendations
Arcadian Group has been expanding in the market of France in order to expand their
business organisation in the global market. The enterprise has focused over the middles and
lower class of people in order to render the services and products in effective manner. Beside
this, organisation can meet their business objectives through using joint venture, licensing or
franchisee method in order to develop their business. Hence, the organisation should execute
effective strategic outcomes and conduct proper market evaluation in regard of achieving
business objectives in effective manner (Eid and El-Gohary, 2013). Arcadian Group desire to
expand their business to France as this is one of the European Nations as it can be more easy for
export their products and business commodities to them. The company has planned to render
their services to middles and lower income group consumer as the enterprise is planning to
emerge and this is the best techniques through which they can access huge target consumer in
short span of time. Export, import, joint venture and several other practices and theories exists
within the working environment of organisation that can aid in achieving business objectives
along with emphasising their company's sustainability within the competitive marketplace.
According to the referred organisation strategic joint venture is better method as through this
organisation can utilise their resources through using asset of other company situated in France.
This can assist in managing affairs in foreign nation along with help in dealing with
consequences.
D1 Critical evaluation of the international market
According to Terpstra, Foley and Sarathy (2012), it can be affirmed that international
marketing can assist in achieving business objectiveness in more significant manner. There are
various methods and techniques of entering new market and expand the business of organisation
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that Arcadia Group can optimise in order to achieve their business target and vision. Through
determining the target group, expansion method, market analysis, an organisation can achieve
proper deployment. Company can adopt various methods and market entry strategies in order to
expand and trade their commodities in global market. Among all tactics and approaches, Arcadia
Group can adopt strategic joint venture as this can avail in using different resources and optimum
utilisation of adopted methods. Also, franchisee is also an effective method as this can help in
managing their recognition in other country without any infrastructure and physical
representatives of organisation. Through these strategies and techniques, they can manage and
adapting various methods in more significant manner (Internatiobnal market entry evalution
process. 2017). Hence, it can be claimed that among of several practices and strategies of
international marketing, the company can utilise most suitable and appropriate in regard of the
certain company to reach wide and extreme reach in the competitive marketplace.
TASK 3
P5 Overview of the key evidences in the global vs local debates
Marketing techniques differ according to the different sorts of a company. The company
has distinct perception and recognition while operating activities of business. Arcadian Group
has need to mention the major difference between local and international market for achieving
business objectives:
Global Debate: Global recognition of a company remain different from their local or
domestic recognition. At this level, an organisation has to design accurate and effective
business plan and strategies in order to achieve success. Political environment is build of various
elements as environment, democratic and CSR activities. Organisation has to manage strong
appearance professionally (Akaka, Vargo and Lusch, 2013). There are different environment
factors in France that need to evaluate which help in creating products and market share. For this,
company make use of different approaches of marketing that remain interlinked with recent
situation and environment of market.
Local Debate: At local level, Arcadian Group has created their brand image in a good
way. Consumer are more dedicated and loyal who provide accessibility and large scope in
domestic market. Arcadian Group is one of emerging retailing organisation i.e. planning to
expand their business in France. Democratic and economical framework change influence
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different operation, Recently, there is change in historic political elements incurred in UK linked
with Brexit (Whitelock, 2013). Arcadian Group need to implement different approaches and
methods such as joint ventures, franchisee, partnership etc. in order to achieve their business
objectives as well as consumer choice, mind-set, culture as well as interest of buyer etc. Main
advantages of multiplication companies which need to make different investment and financial
efforts in order to explore the business scope.
M3 Circumstances in which your client organization should adopt a global or local approach
Company has optimise various techniques and methods of marketing which can assist
them in achieving their business objectives and aims in more significant manner. The domestic
environment of France is full of local competitors. Hence, this is fundamental for enterprise to
optimise effective market entry techniques along with efficient methods of marketing in order to
achieve business mission in more fundamental way. This is essential for a national organisation
to analyse and evaluate different activities and circumstances within the market whether national
or global environment in order to become more successful and efficient along with increasing
their sustainability in the global trade (Tsiotsou and Goldsmith, 2012). Company while
developing their business in international market, need to understand the political, economical
and other fundamental factors to promote activities accordingly. In case of negative situation,
this can impact on business adversely. This can assist in adopting and developing in competitive
environment helping enterprise opportunity to hike in different business environment. Hence, in
regard of accomplishing the basic demands and requirement of organisation, Arcadian Group can
optimise joint ventures approach of handling market in regard of attaining business objectives.
As this is not only assisting in resource management but also provide financial support while
forming organisation in the international market suitable according different circumstances.
P6 4P's of marketing mix differers in a variety of international context
Marketing mix refer to the most fundamental and important techniques that helps in
business expansion. This is one of the useful approach that can be used for deploying business at
global level. International marketing mix consist of four major component i.e. distribution,
promotion, price, product etc. that is needed to identify for reaching consumer taste and market
trends i.e. mentioned as below:
Marketing mix Description
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Products: Basic concept of marketing require unique products to sell their service in
target market. In the global market, business organisation can deploy their
entity so they need to manufacture large products and service amount. In this
manner, they can make evaluation of preferences and taste of global
consumer (Yang, Su and Fam, 2012). For e.g. if consumer doesn't like veg
products that company will focus over more non-veg services.
Price: This is also one of paramount aspects of company for managing effective cost
strategy for products. Arcadian group utilise more Bulk pricing strategy that
is beneficial and useful for organisation in order to earn more revenues and
can assist in reaching business objectives in more effective manner.
Promotion: This is fundamental and vital that is imply i.e. implemented by each
companies for attracting late consumer number toward their products and
services. Business companies like Arcadian Group can use print, electronic
and social media along with investment, sponsors and other elements that can
help in establishing and forming business conveying information and
awareness of organisation.
Distribution: This is also one of major elements of marketing mix that Arcadian Group can
use in order to make certain whether the service acquire in certain place at
proper time. Such factors include warehousing, communication, utilisation,
transport etc. This can aid in achieving business objectives through assisting
business as per client demands.
M4 Way to adapt the marketing mix of organization in different international markets
While launching and establishing new business, service or product into the foreign trades,
organisation can opt a standard of marketing mix in order to adopt them for making it suitable to
carry out the business operations. This is more considered point as this can execute the various
elements within the company in order to meet the requirements of project (Salehi and et. al.,
2012). Also, enterprise can implement the activities through conducting PESTLE analysis that
can help Arcadian Group as well. Marketing mix not only assist a company in achieving business
outcome but also render the expansion opportunities whether in the nation platform or on the
global platform. This is essential to go through the proper marketing mix to understand and
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