International Marketing Report: Strategies for D&B Hoovers Expansion

This report examines the concept of international marketing, focusing on the expansion of D&B Hoovers, a research company. It analyzes the scope of international marketing, including import, export, and contractual agreements. The rationale for international expansion, risk diversification, leveraging resources, and market entry strategies such as acquiring businesses, joint ventures, and direct sales are discussed. The report also evaluates key criteria for international location selection, including culture, legal and regulatory barriers, foreign government regulations, and business case analysis. Different market entry strategies, like exporting, are evaluated with their advantages and disadvantages. Furthermore, it provides an overview of key arguments in the local vs. global debate and investigates how pricing, product, and promotional approaches differ in international contexts. Finally, the report analyzes various international marketing approaches for D&B Hoovers, comparing home and international orientations and assessing competitors. The report concludes with a discussion of the implications of these strategies.

International Marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Analysis of scope and concept of international marketing....................................................1
P2 Explaining the rationale for international expansion along with route to overseas market...2
TASK 2............................................................................................................................................4
P3 Evaluation of key criteria and selection process while considering international expansion4
P4 Different market entry strategies along with their advantages and disadvantages................5
TASK 3............................................................................................................................................7
P5 Presenting an overview key arguments in local vs global debate..........................................7
P6 Investigation of price, product and promotional approach differs in international contexts. 8
TASK 4............................................................................................................................................9
P7 Explain and analyse the various international marketing approaches your client
organisation can adapt.................................................................................................................9
P8 Compare home and international orientation and ways to assess competitors with its
implications...............................................................................................................................10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
International marketing define as an effective application of marketing principles which
helps in satisfying needs of people in across the national borders. This is an appropriate approach
which used by those type of organization who expand their business at global level. Along with
this, globalisation also set platform for various business companies to established their operation
in effective manner (Akaka, Vargo and Lusch, 2013). Basically the main aim of international
marketing is to determine the market where company sell their products and services with the
purpose of attaining better results. With the help of this company enhance their productivity level
global market. In addition of this, concept of international marketing define effective planning
and executing marketing activities which may leads in satisfying customers needs and wants in
most appropriate manner. Present report is based on D&B Hoovers, is a research company that
provide information in various companies by using primary platform which name is Hoovers.
They wants to expand their business at global level. For this, company needs to be evaluate
entire strategies which required at the time of operating their business activities. In this discussed
about key concept of international marketing. In addition of this, selection process mentioned
which used b y the company at the time of entering in global market.
TASK 1
P1 Analysis of scope and concept of international marketing
International marketing is an important concept in which business organization set their
activities with the purpose of attaining maximum outcomes in more effective manner. In this
marketing is also consider as an appropriate concept which support business to deliver their
quality products and services. With the help of this company create strong customers base which
directly contribute in attaining higher success at market place. If any local and small business
wants to expand their business activities then they use marketing concept in which they easily
sell as well as deliver their services as per customers demands.
In context of D&B Hoovers, is research company in which they provide information
companies. Along with this, they wants to introduce new and innovative services to their
customers. For this company use effective marketing concept which may leads in enhancing their
profitability level. Now business organization wants to expand their activities in another
countries (MARKET ENTRY STRATEGIES, 2018). By this company enhance their brand image
and also tries to maintain their sustainability for longer period of time. In consideration of this, it
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is important for business to effectively understand the concept of international marketing which
may leads in improving the overall performance level of this company at global market. In this
context, there are some effective factors which is required by company for establish their
operations at global level. All these can be understood by following points:
Import: It is one of the important scope of international marketing in which company
import products and services form another country. In this, company buy products and services
at cheap rate and sell at higher cost in same nation. With the help of this firm add number of
variety products in their process which may leads in enhancing the profitability level of the
company at market place. D&B Hoovers is a research company in which they buy their products
and information services from other nation at cheaper rate. By their they easily accomplish their
target in most effective manner (Berthon and et. al., 2012).
Export: It is also consider as an important scope of international marketing in which
management of the company only deliver their service. In context of this, when a company start
expand their business in another counties in which they export their services across the national
boundaries. With the help of this they enhance their brand image at global market and also
capture larger market share.
Contractual Agreements: It is also an effective scope of international marketing which
may leads in enhancing the brand image at global level. It include formation of contracts with
other in which company get number of chances to enhance their rand image at market place. This
type of contract consider as an effective licensing, technical understanding and co-production
which may leads in exchanging fees which agreed by all the parties who are bound in an
contract.
P2 Explaining the rationale for international expansion along with route to overseas market
Organisations enlarge business from domestic to international market to increase
customer base and enhance sales. D&B Hoovers has expanded firm to grab attention of large
number of people and improve market reach. This help management to utilise funds, material
and manpower adequately; thereby deliver appropriate products and services in according to
needs and wants of public. Market consists numerous firms which are operating business in same
sector. So, it is essential that D&B Hoovers to have branches in different nations to attract people
and generate adequate revenue from business. These are various advantages that administration
have if business is expanded from local level to international market which are described below:
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Diversification of risk: This determine that management require to have complete information
about difficulties and challenges that might occur if business operations are conducted globally.
Administration conduct PESTEL analysis to acknowledge government policies, economic
conditions, technological components and social conditions (Cadogan, 2012). This help D&B
Hoovers to conduct business and expand business in US accordingly which help management to
have adequate material and manpower. This benefit company to make system function
effectively and establish appropriate position and image in market. Skilled and competent
workers will be able to handle challenges and difficulties in adequate manner.
Leveraging on resources and advantages: This is another reason that administration get
encourage to select particular nation is availability of resources. This help management to
acquire adequate material and manpower to conduct business operations and deliver appropriate
items and services in according to needs and wants of people. D&B Hoovers is enlarging
business in US which help executive to have adequate manpower which are skilled and
competent in respect to organisation. Thus, members perform tasks effectively and provide
quality services to people.
Expanding into untouched market: it can be identified that there are more opportunities in the
international market when compared with local market. The business organisation can make use
of these available opportunities to achieve growth. DNB Hoovers is looking to expand its
operations in the USA market as it is an ideal destination for an organisation working in the
technology sector. The expansion will make sure that this organisation is able to ascertain better
sales and growth opportunities for this organisation.
Brand Awareness: An organisation expanding into international level will be able to
enhance its reach and more number of customers will be aware about existence of such
institution. Organisation carrying renowned brand name have to exert less on marketing and
promotional activities as they have their own loyal base of customers (Cavusgil and Cavusgil,
2012). The organisation possessing brand name is able to stand out of its competitor and will
impact is credibility as well.
There can be numerous ways through which an organisation will be able to
internationalise their operations such as:
Acquiring a running business: the most common approach which leads to international
expansion is that this organisation acquires which is already carrying out its operations in the
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United States of America. This will minimize the effort which are to put in by the management
in starting the business.
Joint Venture: This is another recommended approach to internationalisation which
DMB can form a partnership with an organisation carrying out operations in the similar domain.
In this mode of expansion profits and losses will be shared as per agreed percentages.
Direct sales: This organisation can directly export its products and services to the USA
market without venturing there physically. It is termed as one of the most cost-effective approach
to sell products and services in the international market (Chung, Lu Wang and Huang, 2012).
TASK 2
P3 Evaluation of key criteria and selection process while considering international expansion
Administration require to have accurate and complete information about system
capabilities and market conditions, thereby make decisions to expand business in different
nations. Executive expand business from local market to international so that they gave large
customers base and is able to enhance sales. It is essential that company analyse countries before
expanding business so that appropriate nation which have adequate number of public are
selected. These are various tactics that are considered by management for selection of
international location for expansion are defined below:
Culture: This determine that administration require to provide adequate working
environment and conditions to members. It is necessary that D&B Hoovers give effective culture
to members and customers. This help management to retain employees and people for longer
period. As, it may be not possible that products are in according to taste and preference of
people, this impact on market image and reputation of firm. Company consists people from
various background, they are from different nations. So, their requirements and demands vary
from each other. Along this, as D&B Hoovers is operating business in different nations, so
employees have knowledge about different languages which impact on business. Employer
require to give appropriate conditions and environment to make members work with each other
and coordinate them.
Legal and regulatory barriers: This concept defines that government formed various
restrictions to secure and protect local firms from being exploited by foreign companies (Fletcher
and Crawford, 2013). Exchange rate, taxation and various other strategies are constituted by
regulatory bodies to manage business operations. D&B Hoovers, management require to take
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expert advice and make strategies in respect to import and export laws so that business
operations are executed effectively.
Foreign Government regulations: This determine that regulatory bodies formulate
policies and tactics to manage and conduct business operations. D&B Hoovers which is
expanding business from domestic to international market require that administration to have
information about government of nation in which operations are conducted. Various programmes
and schemes were constituted by regulatory bodies to provide benefits and advantage to promote
firms to expand business and conduct operations globally.
Business case: Market survey is conducted by management which help them to
acknowledge accurate information about market conditions. Along this, they even are able to
analyse and identify that whether business operations conducted by them is profitable or not.
Administration acknowledge demands of public, economic, political and technological data to
execute activities according to country. Thus, seniors make appropriate judgements in respect to
expanding business in international market.
P4 Different market entry strategies along with their advantages and disadvantages
In today's business environment, marketing strategies are more effective in which
business organization easily enter in international markets. With the help of this company
enhance their profitability level by delivering quality services to its customers as per their needs
and wants. Along with this, it is important for company to consider all the approaches of
marketing through which form enhance their profitability level (Griffin and Pustay, 2012). In
addition of this, there are some market enter strategies with their advantages and disadvantage.
By using this company easily enter in market and operate their services in appropriate way. All
these are as follows:
Exporting: It is one of the important and effective marketing strategy in which business
expand their operational activities at global market. It is related as an appropriate approach in
which company do their product marketing from local market to another market. By this
company easily establish their business in effective manner. Basically, this type of marketing
approach required lots of money to invest in producing products and services. Along with this,
the main aim of using this approach is to established positive brand image at global market by
delivering quality services.
Advantages
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 One of the main advantage of using this marketing approach is to reduce the risk factor
because in this production of the products and services are carried out in same country.
This will aid in improving the performance of the firm at market place.
 By using this approach, company easily gather all the relevant information towards the
international market which helps them in expanding their business activities. With the
help of this, firm easily established their activities in appropriate manner (Malhotra,
2011). By using this approach, business organization easily expand their activities at the global
level by reducing lesser risk.
Disadvantage
 The main limitation of this approach is that there are no control on the exporting the
products. Along with this, middlemen carry out the products and services which increase
the product price.
Licensing: It is also an effective strategy which play important role towards the business
organization. Basically, it is related with the franchising in which firm take licence for operating
activities with another name. This type of approach required high involvement which may leads
in improving the performance level.
Advantages
 This type of marketing approach define low risk at the time of expanding the business at
global market which may leads in making better relations with the customers as well as
manufacturers in most effective manner. This type of marketing approach helps in increasing the partnership use which may leads
in operating business activities in effective way.
Disadvantage
 The main limitation of this kind of approach is that, it required depth detail of planing of
recruitment and investigation which directly affect the business enterprise.
Joint Ventures: It is also consider as an effective approach in which two business start
their business with each other. In this both partied share ownership which may leads in easily
expanding their business at global level and at the same time also enhance their brand image
(Meissner, 2012).
Advantages
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 One of the main advantage of this approach is that both parties share risk with each other. It define opportunities in which firm enhance their brand image.
Disadvantage
 Sometime disagreement situation can occur among both parties which may hinder on
business organization.
TASK 3
P5 Presenting an overview key arguments in local vs global debate
Each and every business is different in nature and possess some specific attributes which
makes some importance for managers to possess linked information for similar so that all goals
could get achieve in best possible manner. It is required from a business house that they put some
efforts so that their workforce should become able in working flexible market in order to
accomplish all task very efficiently (Paliwoda and Thomas, 2013). Major differentiation among
local and international level markets are stated as below:
Global Presence Local Presence
In globalised market association is having lot
of opportunities to expand their business
operations and make improvisations in actions
and activities.
In local or domestic market, there are lesser
number of opportunities because consumers are
less and locality of market is lesser. In this
section a business could be run by putting
minimum efforts and resources because
association does not need to deal with many
people.
There is complexities of market situations are
high and a person need to possess some special
kind of personality traits in order to understand
and deal with complicated situations.
In domestic market, shifts in trends, fashion,
needs and wants are low and can be easily
handle by those person whom have even
moderate skills related to this aspect.
In this type of market, opportunities of profit
generations are high because number of
customers are more whom company can
handle more than one client at a time.
In localise market, scope of profit making is
less because availability of consumer is less
and because of this reason company can not
deal with wider customer range.
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When market is wider then association can
launch their whole product portfolio by taking
help of market analysis tools and technologies.
Diversification in domestic marketplace can be
obtained with nominal investment but there are
limited alternatives in this segment as well.
P6 Investigation of price, product and promotional approach differs in international contexts
It is more important for business organization to consider all the factors at the time of
entering in internation market. With the help of this, D&B Hoovers easily expand their business
activities at global level. In this, they needs to evaluate as well as determine the product, pricing
and promotional approach which may leads in attaining better results. In this context there are
some effective evaluation are as follows: Product: This factor consider as an important which helps business organization to
enhance their profitability level. In context of internation level, company needs to serve
variety of products and services which may leads in inviting larger number of customers
(Papadopoulos and Heslop, 2014). D&B Hoovers also serve their quality information
services to their customers. As company operate their business at global level then they
have to produce quality services which may leads in attaining better growth level. Pricing: It is also an important approach for every business organization because the
product price is change at local ad international level. For attaining maximum profit,
company use penetrative marketing practices which is related with the pricing strategy.
This will aid in enhancing the sales volume.
 Promotion: It is also an effective marketing strategies which cover small areas along
with this international marketing also cover a large area. In addition of this, it is
important for business organization to use effective promotional strategies at global level
which may leads in increasing the customers awareness towards the company products
and services in most effective manner. In addition of this, there are some effective tools
which used at wider range such as social media marketing and effective search engine
which may leads in inviting number of customers (Ringle, Sarstedt and Straub, 2012). On
the other side, promotion of products at local level company maintain their performance
level by delivering their quality services by providing better discounts to its customers.
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TASK 4
P7 Explain and analyse the various international marketing approaches your client organisation
can adapt
It has been analysed that there are ample number of marketing approaches that can aid a
firm in hitting its targets in much effective and efficient ways through which it can expand its
business at international level. Formulating and considering different effective approaches may
help firm in gaining competitive advantages (Yang, Su and Fam, 2012). Away with this,
necessarily it is must for D&B Hoovers to grab the most effective approach in order to do
expansion of its business at international level. Brand value and reputation can be enhanced in an
appropriate manner through considering the most relevant approach. Two approaches are being
addressed below:
Traditional marketing approach:
This type of analytical approach is based on past performances in order to make strategies
in order to gain competitive advantages in near future. Along with this, another name of this
hypothesis is tried and test method. Managers of D&B Hoovers can consider this approach as
benefits can be seen with surety in near future. Firms that are small in nature and should analyse
international marketplace before entering a whole new place where consumers have different
culture. Along with this, it has been examined that there are various promotional paths through
which promotion can be done of firm's products and services. As D&B Hoovers is an IT
company where they offers services like analytical research of market to its clients.
Some advantages and disadvantages are given beneath:
Traditional approach carriers various advantages and disadvantages at the same time
which should be kept in mind by organisations while considering this in order to expand its
business at international level (Zhou, Wu, and Barnes, 2012). It is a most effective in nature
thus improve customers satisfaction of low price product and services. Through this firm are able
to gain higher growth and success in the same industry. Along with this, this method is a danger
of new goods and services because it can not improve quality of product according to clients
needs and wants resulted organisation can not able to provide full satisfaction and value of
money. This method consist higher cost in result reduce profitability percentage firm and value
for potential clients.
Modern marketing approach:
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Marketing approach should be considered in an appropriate way by an organisation when
they are looking forward to expand their business at international level. This type of approach
may aid in hitting their targets in effective ways as through this approach firm reduces its
expenses and directly enhances profitability of D&B Hoovers.
Some advantages and disadvantages are given beneath:
This approach is also enclosed with various advantages and disadvantages which are
related to amount of investments which helps in saving time and reduces workload from
manpower (Wilson and et. al., 2012). With the help of this sort of marketing approach D&B
Hoovers became much able to pull eyes of consumers towards their products and services which
are being made by them.
P8 Compare home and international orientation and ways to assess competitors with its
implications
It is more important for business organization to undertake market research at the time of
expanding their position at market. With the help of this, company get relevant information
towards the customers needs and wants. As D&B Hoovers wants to expand their business at
global level. Along with this, through market research, business organization easily understand
their target customers taste, preference, attitudes and behaviours as well which may leads in
enhancing the brand image of the company at market place and at the time they also capture
larger market share. With the help of market research, company also understand about their
competitors by which they improve their activities and procedures as well. In addition of this, for
attaining better growth at global market, company needs to develop an appropriate plan for
operate their business at multiple location which assist in enhancing profitability level. Basically,
in UK market number of small business operate their business at wider areas with the purpose of
attaining better success (Terpstra, Foley and Sarathy, 2012). For this companies use traditional
approach which aid in improving the performance level. Along with this, in another location
such as US, they use modern approach in which they introduce new and innovative services to its
customers which directly contribute in enhancing the profitability level. For this manager of the
company have to undertake research for understanding techniques which used by its competitors.
This will help company in growing their business in new market.
On the other side, traditional approach is also an effective which used by company to
determine the customers needs and wants in different location. In consideration of this, company
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use effective marketing strategies for attaining their satisfaction level. In context of D&B
Hoovers also gather relevant information towards the market trends and customers demand as
well which may leads in providing their better satisfaction level by providing them quality
services. For grabbing customers attention company also provide right direction to its workers so
that they effectively manage as well as handle their potential customers and at the same time also
attain higher success at market place (Turnbull and Paliwoda, 2012).
CONCLUSION
From the above mentioned report it has been summarised that international marketing is
an effective concept which helps business organization to expand their activities at global level
with the aim of attaining better success. Basically concept of international marketing is not much
easy because it required huge investment to do business in across the national boundaries. For
this, business control is more important which may leads in formulating all the strategies in
effective manner. Along with this, by using appropriate action plan is also helps in attaining
better growth level at international market. Furthermore, concept of marketing plan may helps in
establishing positive image at market place. Formulation of effective strategies may contribute in
overall success of the company by which firm attain sustainability for longer period of time.
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Online
MARKET ENTRY STRATEGIES. 2018. [Online]. Available through
:<http://www.tradestart.ca/market-entry-strategies>.
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