This report provides a comprehensive analysis of international marketing strategies, focusing on the Airdri Group, a UK-based company. It begins by defining international marketing and outlining its scope, including imports, exports, and contractual agreements. The report then explores the rationale for international expansion and details various market entry routes, such as direct and indirect approaches. Key criteria and selection processes for choosing international markets are evaluated. The report further examines different market entry strategies, including their advantages and disadvantages, and presents an overview of the global versus local marketing debate. It investigates how product, price, pricing, and promotional distribution approaches differ across international contexts. Finally, the report analyzes various international marketing approaches that Airdri Group can adopt, comparing home and international orientations and assessing competitor implications. The conclusion summarizes the findings, providing valuable insights for Airdri Group's international marketing endeavors.