International Marketing Report: Amazon's Global Strategy Analysis

This report provides a comprehensive analysis of Amazon's international marketing strategies. It begins with an introduction to international marketing concepts and scope, followed by an examination of various market entry routes such as exporting, franchising, joint ventures, and licensing. The report then evaluates the market selection process, outlining criteria and steps for choosing international markets. It further explores different market entry strategies, including direct exporting, licensing, and joint ventures, along with their respective merits and demerits. The discussion extends to the global versus local debate, analyzing arguments for standardization and adaptation in marketing. Finally, the report examines how product, pricing, promotional, and distribution approaches differ in an international context. The report utilizes the Harvard referencing system and provides a conclusion summarizing the key findings.

International
Marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1. Scope and concepts of international marketing....................................................................1
P2. Describe various routes to market that they can adopt..........................................................2
TASK 2............................................................................................................................................3
P3. Evaluate the selection process when international market to enter.......................................3
P4. Different market entry strategies along with merits and demerits .......................................4
TASK 3............................................................................................................................................5
P5. Key arguments in the global vs local debate.........................................................................5
P6. How product, pricing, promotional and distribution approach differs in a variety of
international matter......................................................................................................................6
CONCLUSION................................................................................................................................7
REFERENCES ...............................................................................................................................8

INTRODUCTION
The term international marketing is an activity to exchange of goods and services across
borders to satisfy the needs and wants of customers (Bamberger, Bronshtein and Yemini, 2020).
It is defined as performance of firms for develop of price, promote and direct flow of goods and
services all over world and they identify target market. Selected organisation is Amazon is an
American multinational firm and cloud computing firm. It was founded in 5th July 1994 by Jeff
Bezos and basically it is based on Seattle, Washington. Amazon is largest brand store in world
with total sales and market capitalization is high. For this assessment, various topic are covered
which are named as scope and concepts of international marketing, describe various routes of
Market internationally, evaluate, criteria for selection process, different marketing strategies
with merits and demerits, arguments of local vs international debate, how 4P's differs in
international contexts.
TASK 1
P1. Scope and concepts of international marketing
It is said to be that international marketing consist of exchange of products or services
from another global world and mainly it should be identify their target market (Dam, Le Dinh
and Menvielle, 2019). Various scope and key concepts that are defined with context to Amazon
are as mentioned below:
Scope of international marketing:
Export: International business when goods are produced in one country then shipped into
another country for further trading. For Amazon, they can sell their products programs which can
help to MSMEs and brands from internationally.
Import: There are many goods and services bought to be in one country from another for
the purpose of use or sale of products. In case of Amazon, it is important for economy because
they can allow to supply with high cost or low cost to a specific products or services from other
nations.
Joint ventures: These type of scope consist of when two firms or brands can come
together in market. Their profits and losses are decide in terms of value and it is beneficial for
increase their scope of marketing.

Concepts of international marketing:
Domestic marketing: It is concerned with various marketing practices within their
marketers country (Kowalik, 2020). In case of Amazon, they can deals only with sets of
customers or different several segments of marketing in one market.
Multinational marketing: It is defined as an extensive development of various assets
and when they can operate many foreign countries if they were in local business. It has leads to
maximum numbers of localization into a large variety of strategies. These multinational
marketing competes with many strategies of firm but they can compete with one market.
Export marketing: When firm export its products to another country outside domestic
market it is based upon the operation of business. With relation to Amazon, firm products are
shipped from one country to another country and their operations consist of major challenges are
to select appropriate market for shipping goods and services for one country to another country.
Determine of appropriate modification of product to meet the needs ans wants of consumer to
another market in export.
P2. Describe various routes to market that they can adopt
There are various broad ranges that why organisation rationally decide to market their
products or services internationally and there are many routes that are adopted by Amazon to
market their product or services internationally (Morgan, Feng and Whitler, 2018). They can
identified and considered competitive rationale behind global firms strategy of marketing that are
adopted by firm. It is effective when firms can develop customer relation and effectiveness of
market around the world. There are various routes that are adopted by Amazon which are
described below:
Franchising: It is good thing in market because is easier to make or break into new
markets and it is a method to distributing products or services which involve franchisor and
establish their brand with trademark and business system. For Amazon, it is helpful for firm
because they allows to accomplish a multi expansion of business and generate new incomes in
firm and royalties are paid by franchise.
Exporting: When goods and services are produced form one country to another that can
be sold or traded which has a high success rate in this competitive environment. In case of
Amazon, it is important for organisations they offer people and contain more many markets for

their goods and services so that they can extend their sell their brand in globally market from
India.
Joint ventures: When two or more firms can join together and agreed to pool their
resources for achieving a specific task. In this each and every person is liable for profits or losses
and costs that are associated in firm. They can also create activities and provide cost for firms
and get an advantage of benefits (Nargundkar 2020). With relation to Amazon, it is useful for
firm when they are team up to sell books and it would be custom-made way for downloading
Microsoft and display a text on computer screen.
Licensing: It is an arrangement of one firm gives permission to another company for
manufacturing its product or services for a particular cost. In this, there are few ways to grow its
business by patents, trademarks, copyrights and many intellectual property rights for others. In
case of Amazon, it can provide earning benefits, large strategies for both licensor and licensee.
For owner of the brand are gives a offers to a large variety to accomplish their strategies and all
these goals without making large investment in internal products or services for the development
of product and manufacturing these products.
TASK 2
P3. Evaluate the selection process when international market to enter
Selection: It is a procedures for choosing and hiring potential candidates for filling their
vacancies in an business enterprise (Paul and Mas, 2020). These are matching organisations to
fulfil their requirements of candidates with skills and qualification of individuals. There are
many various criteria selection process that firm has adopted making circumstances in regard
which global market to enter are as follows:
Identify foreign markets: It is the initial stage of international marketing and before
entry in this market, a firm needs to be identify those markets which has sell their products
easily. A proper analysis is important for selecting best and appropriate foreign market so one
market is differs from another market but still they can respect of one other. It is significantly
important that firm can enter market segment to meet its requirements in an effectively manner.
Proper selection of international markets: There are many number of opportunities for
export from various nations but analyse many factors is not possible to do business in all of
nations. There is study to avoid market which are impossible comparison to another.

Steps for selecting foreign markets: The first step is need to be identify macro variables
to difference between nations having best opportunities. These variables in terms of social,
economic and political information. Second step is focus on those factors which indicate
potential market size and acceptance of product. Other type of factors are considered in this step
such as tax, duties and so on.
Criteria for selection best target markets: The best criteria for selecting best market
through screening process that are requires for exporter and needs to be identify criteria which
are used in selecting a country differentiate with another country.
Preferences are available to Indian exporters: Each and very promotion of activities
are needs to be encouraged for economic growth and imbalance of trade (Pedada, Arunachalam
and Dass, 2019). Export promotion defines old and new exporters are to be encouraged for
enhance their exports. Bank loans are given and import of capital goods like machinery and raw
material is allowed in exports. The economist are opinion of export promotion is a way to make
self dependent and making imbalance of trade.
Export promotion organisations: in this process, each nations try to promote their
export in another country and they provide information by advertisements, sales promotion and
maintain public relations.
P4. Different market entry strategies along with merits and demerits
To expand their business and reach customer in global market that influence many
business started to enter foreign markets and there are many ways to enter in international market
it would be better for all firms in terms of their nature of business, size and incomes are as
follows:
Direct exporting: They can involves export of goods and services from one country to
another in market (Peterson and Minton, 2018). Many business it is the fastest mode of entry
into global firms and also they can make their brand or products through sales or importing
distributors. For Amazon, it involves direct selling of customers in global market and firm can
sell their product a wide range of Customer. Key merits and demerits of direct exporting are as
mentioned below:
 They can utilize or increase their exporting strategy for test their products in international
markets before make their investment in foreign markets.

Disadvantage:
 In case of online products, they can turn out their high cost strategy and it will be easy for
customers that everything has been scratch by firm.
Licensing and franchising: The term licensing when one firm gives permission to
another firm for manufacturing or establishing their product (Sheth, 2020). In case of Amazon,
licensing and franchising, an foreign market will pay their royalty top use their brand name,
trademarks, copyrights and other properties. They can allow other person or firm assumes to take
a risk on behalf of firm and it shares proportion all profits and promotions.
Merits:
 It has a perfect knowledge about local market and it allows expansion of minimum
regions with minimum investment.
Demerits:
 Their business risk brand and reputation in foreign market and due to incompetence the
another markets are licensing and franchising partners.
Joint venture: It is one of most preferred entry to enter into international market who do
not mind to share their brand image, knowledge and skilfulness. This mode of entry consist in
global business is suitable for nations when governments are not allows to 100% foreign
ownership in many of industries.
Advantages:
 They are easily transfer of technology, assets and their intellectual properties between
their partnering firms.
Disadvantage:
 It can face many possibility for culture clashes within the organisation due to their firm
culture in both partnering firms.
TASK 3
P5. Key arguments in the global vs local debate
The debate on standardization and adaption in marketing its not just a few products but
they can easily standardized in international manner (Singh and Dhir, 2019). Any international
marketers are need to be navigate through various diversified culture with unpredictable rules
and differences in marketing. Firms need to be understand the global activities because many

marketers are restricted to local market but they are dominated with local businesses. The
success of global firm is depend upon the success of domestic firm which has to be emerged in
local businesses in end of last century. There is lack of understanding for the need of absolute
making of right approach whether it is standardised or local business marketing. Many
multinational firm faces problems to selling their product or services in international customers.
The global and local debate forced to customers that they should ask questions which includes
why they can work from abroad if they are issues to facing a problem in their respective nations.
On global debate, they have argued about volunteering in abroad that create a large impact
because if they have an unique experience that would be obtained in foreign country then they
can create purposeful transformation for those who need them actually and extending their world
for each and every volunteer person.
On local debate side, they have also argued about volunteering for those in one
ownership person and have a national responsibility that they have must completed about any
one travel from abroad.
P6. How product, pricing, promotional and distribution approach differs in a variety of
international matter
In international marketing, it is important that global marketing mix strategy used a
different instruments to accomplish a positive financial results by firm operate in global markets
which are named as product, price, place and promotion (Yang, 2018). For extending their
promotional strategies that are defined with context to Amazon are as under:
Product strategy: Products has specialised into few types which are named as
convenience goods and speciality goods. In case of Amazon, it sells their products through apps
and place orders and it is delivered to customers. Amazon has a huge portfolio in marketing mix
and their products are apparels, electronic items, health and beauty and skincare items.
Pricing strategy: Price in international market strategies should be influenced by
distribution channels and based upon quality of product. For Amazon, it is used competitive
pricing strategy and sometimes offers are based on lowest prices by efficiency in its operations.
Distribution strategy: This global marketing strategies are related with offering many
products and its is place from one country to another. Products should be placed at right person
at right time. With relation to Amazon, it is a global brand and its presence across the globe
where all clients buy their products through websites.

Promotion strategy: Global market decisions can be adapt various promotional activities
such as advertising, newspapers, magazines and so on. For Amazon, it major focus in
advertising through print ads in newspaper have enhanced functions of late.
CONCLUSION
From the above information, it has been concluded that international marketing is an
activity which performs various activities are to be designed for plan, price, place and promotion
and there is flow of goods and services to consumer from one place to another place. In this
report, several topics are to be covered such as scope and concepts of marketing which are
named as export, import and joint ventures and concepts are export marketing, multinational and
domestic, various routes of market such as franchising, licensing, joint venture and exporting,
selection process, different market entry strategies such as direct exporting, licensing and joint
venture with their merits and demerits, global vs local debate arguments and how 4P's differs in
global market.

REFERENCES
Books and Journals
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