Pearson BTEC HND Unit 40: International Marketing Report for BMW

This report provides a comprehensive analysis of BMW's international marketing strategies. It begins with an introduction to international marketing, defining its scope and key concepts, including the differences between international and local marketing. The report then explores the rationale for an organization like BMW to engage in international marketing, highlighting opportunities and threats, and discusses various international market entry routes. A significant portion of the report focuses on the criteria for market selection and different market entry strategies, with a specific focus on joint ventures. The report also offers recommendations for BMW's international expansion and concludes by emphasizing the importance of global marketing for enhancing profitability and expanding the customer base. The analysis is supported by relevant academic references.

International Marketing

Table of Content• Introduction
• Scope and key concept of international marketing
• Scope of international marketing
• Rationale for an organization to want marketing internationally
• Criteria of selection
• Different marketing strategies
• Recommendation
• Conclusion
• References

INTRODUCTION
International marketing is described as the performance of business
activities that are designed by the management department of the
company to plan, price, promote and direct the flow of an
organisation's products and services to customers in more than one
country for a profit.

Background of the company- BMW( Bayerische Motoren Werke)
is a German based auto-mobile producing firm. It was founded in
1916 by Franz Josef Poop and it is headquartered in Munich,
Bavaria, Germany.
Difference between international and local marketing- local
marketing is a strategy that targets consumers by a finely grained
location or within a nation. It can be a process of selling goods and
services within a country.
Scope and key concept of international
marketing

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Concept of international marketing- The global marketing is the application of
marketing principles to provide satisfaction to the various needs and demands of
various people internationally.
Export marketing- It refer to a way by which a company enter the market to start
grounding their operations in another country with the objective of increasing
customer base and market share.

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Domestic marketing-The main objective of this concept is to target the consumer
who belong from same country as organisation.
Global marketing- It refers to a tactics that can be used by the organisations to
reach its potential customers of different nations. In BMW, the company can
follow this concept and design strategies to operate its business internationally
so that it can satisfied the demands of its foreign customers.

Scope of international marketing
International marketing help an organisation in increasing the sales
and enhancing the profit margins of the firm.
 It beneficial for the company because it help in increasing the
customer base in various countries and attract more consumes
which help in generating more revenue.

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 Scope of global marketing increases with global markets opening
up for business. It help in reducing risk and open opportunities.
 It help in increasing the awareness about the organisation at global
level so that it is directly proportionate to high brand equity

Rationale for an organisation to want to market
internationally
Now these days, there are various opportunities for a business which can provide it various
advantages to grow fast and explore new market by moving one place to another. There
are some motives which are used by company.
 If the business of an organisation is develop successfully in domestic market, the
company can try to operate and expand its business in other countries and international
market. It help the company to increase the sells which help in increasing the revenue
and contribute in establish a brand image at market place.

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Opportunities
BMW do not manufacture products like trucks, pickups, lights and heavy
commercial vehicles or buses. So it has an opportunity to grow much in
its products line.
Threats
There are number of competitors such as Volkswagen, Mercedes Benz,
Honda Motors, Toyota Motor Corporation and others in the market and
they generate competition for the company in international marketing.

Various international marketing entry
routes
International marketing create an important affect on the performance of
the company when it want to enter in to global market. There are various
ways by which BMW can enter in international market and can expand
its business in those countries where it is not operating.

selection process to use when considering which
international market to enter
The selection process that can be used by BMW is mentioned below:
 Selection method
 Screening
 Analysis and Selection
 Production
 Marketing objective