Brooklands Hotel: International Marketing Strategy & Analysis

This report provides a comprehensive analysis of international marketing strategies for Brooklands Hotel, a premier hotel in the UK aiming to expand its operations globally. It begins by examining the scope and key concepts of international marketing, including exports, imports, and wholly-owned subsidiaries. The report then explores the rationale behind Brooklands Hotel's desire to market internationally, detailing various routes to market such as joint ventures, franchising, and mergers & acquisitions. Opportunities and challenges associated with international expansion are evaluated, covering cultural barriers, marketing adaptations, and political instability. Key criteria for selecting international markets, including political stability and infrastructure, are discussed, along with different market entry strategies and their advantages and disadvantages. The report also presents an overview of the global versus local debate and investigates how product, price, and promotional distribution approaches differ across international contexts. Finally, it analyzes various international marketing approaches and competitor analysis methods, providing recommendations for Brooklands Hotel to operate effectively in an international context. This assignment solution is available on Desklib, a platform offering study tools for students.

INTERNATIONAL MARKETING

Table of Contents
INTRODUCTION................................................................................................................................2
LO1...................................................................................................................................................4
P1 ANALYSE THE SCOPE AND KEY CONCEPTS OF INTERNATIONAL MARKETING........................4
P2 USING YOUR CHOSEN CLIENT ORGANISATION, EXPLAIN THE RATIONALE FOR IT TO WANT
TO MARKET INTERNATIONALLY AND DESCRIBE VARIOUS ROUTES TO MARKET THE
ORGANISATION CAN ADOPT.......................................................................................................6
M1 EVALUATE THE OPPORTUNITIES AND CHALLENGES THAT MARKETING INTERNATIONALLY
PRESENTS TO YOUR CHOSEN CLIENT ORGANISATION................................................................8
LO2.................................................................................................................................................10
P3 EVALUATE THE KEY CRITERIA AND SELECTION PROCESS TO USE WHEN CONSIDERING
WHICH INTERNATIONAL MARKET TO ENTER............................................................................10
P4 EXPLAIN, USING EXAMPLES, THE DIFFERENT MARKET ENTRY STRATEGIES, INCLUDING THE
ADVANTAGES AND DISADVANTAGES OF EACH.........................................................................13
M2 APPLY THE MARKET EVALUATION CRITERIA AND ENTRY STRATEGIES AND MAKE
RECOMMENDATIONS FOR YOUR CHOSEN CLIENT ORGANISATION.........................................15
LO3.................................................................................................................................................16
P5& M3 PRESENT AN OVERVIEW OF THE KEY ARGUMENTS IN THE GLOBAL VERSUS LOCAL
DEBATE......................................................................................................................................16
P6 THE MANAGEMENT TEAM OF YOUR CLIENT ORGANIZATION WOULD LIKE YOU TO
INVESTIGATE HOW THE PRODUCT, PRICE, PRICING AND PROMOTIONAL DISTRIBUTION
APPROACH DIFFERS IN A VARIETY OF INTERNATIONAL CONTEXT............................................18
M4 DETERMINE AND ARTICULATE IN DETAIL HOW TO ADAPT THE MARKETING MIX OF
BROOKLANDS HOTEL IN DIFFERENT INTERNATIONAL MARKETS..............................................20
LO4.................................................................................................................................................21
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P7 EXPLAIN AND ANALYSE THE VARIOUS INTERNATIONAL MARKETING APPROACHES YOUR
CLIENT ORGANISATION CAN ADOPT.........................................................................................21
P8 IN ORDER TO HELP THEM MAKE AN INFORMED DECISION, YOUR CLIENT ORGANIZATION
WANTS YOU TO COMPARE HOME AND INTERNATIONAL ORIENTATION AND WAYS TO ASSESS
COMPETITORS, OUTLINING THE IMPLICATIONS OF EACH APPROACH.....................................22
M5 EVALUATE VARIOUS MARKETING APPROACHES AND COMPETITOR ANALYSIS IN
RELATION TO AN ORGANIZATION AND MAKE RECOMMENDATIONS ON HOW THEY SHOULD
OPERATE IN AN INTERNATIONAL CONTEXT..............................................................................25
CONCLUSION.................................................................................................................................26
REFERENCES...................................................................................................................................27
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INTRODUCTION
International marketing is the process of studying cultural differences among different nations
so that companies can successfully expand their operations in a foreign country. The marketing
strategies in a global market are always different from the domestic market and applying a
uniform marketing plan across all the nations is a purely theoretical concept which has to face a
number of problems when implemented on the ground. The current assignment
discussesdifferent routes through which companies expand their operations in a foreign
market. While expanding into a new market, the product, price, place and promotion activities
need to be strategically planned so that companies can adapt themselves to the changing
situations. The assignment will try to find out the reason why these companies wish to
transform from domestic to an international company and what are the benefits of doing so.
The assignment also discusses various factors which need to be analysed in order to enter a
new market. Thesefactors include favourable trade policies, economic and political stability and
demand for the product and services of the company.
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BROOKLANDS HOTEL OVERVIEW
Brooklands Hotel is a premier hotel situated at Weybridge, Surrey. The hotel has 120 luxury
rooms and provides food accommodation, spa, wedding and leisure activities for the guest. The
hotel was established in 2010 and has become quite popular in the UK for providing exquisite
varieties of Italian and Spanish food along with facilities of gym, spa and other leisure
activities.The current report will discuss various factors in the international market which can
make an impact on the strategies of the organisation working globally (Brooklands, 2018).
Figure 1: BROOKLANDS HOTEL
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LO1
P1 ANALYSE THE SCOPE AND KEY CONCEPTS OF INTERNATIONAL MARKETING
International marketing is the process of satisfying the requirements of customers which are
located in the different regions of the world. As these different regions have different cultures,
beliefs, social and political, therefore, marketing needs are also different for different countries
(Ferraro and Briody, 2013). Brooklands hotel’s plan to expand can only give fruitful results if
they will make an effort to analyse these cultural differences and make strategies for marketing
accordingly.
The scope of international marketing has been widened due to the emergence of new
technologies and modern mediums of communication which are facilitated with the help of
internet. Due to these modern facilities, the management in different countries from the
central office has become convenient and effective; the regional managers in different corners
of the world can be brought together with the help of video conferencing facilities (Vahlne and
Johanson, 2017). In addition, increased knowledge regarding cultural preferences and buying
habits of the customers has helped companies to operate in a smooth and efficient manner.
Following are the key concepts in the international marketing at present:
EXPORTS
Export is one of the methods used by companies to expand their operations in a foreign
country. Inexporting, the readymade products manufactured in one country are directly
exported to another country. Theexportoperations have become more convenient with the
introduction of advanced logistic facilities. For Brookland hotel, exporting operation implies the
booking of hotel rooms online from different corners of the world (Cavusgil, et al. 2014).
IMPORTS
Selling of products and services which are generated in some other country and are sold in the
home market is termed as import operations. These imports are undertaken generally from
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developing countries where the availability of labour is plentiful.Large-scale imports provide
low-cost raw material for home industries.
WHOLLY OWNED SUBSIDIARY
These units are the full-fledged manufacturing units of companies in a foreign country. The
government of the host country welcomes this type of investment because it is a long-term
investment and creates stable employment for the local population (Akaka, et al 2013).
Governments also provide a variety of facilities for such operations such as fast approvals of
permissions, providing basic infrastructure and technological support. The cost of operations is
also reduced due to a reduction in logistics expenses.
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P2 USING YOUR CHOSEN CLIENT ORGANISATION, EXPLAIN THE RATIONALE
FOR IT TO WANT TO MARKET INTERNATIONALLY AND DESCRIBE VARIOUS
ROUTES TO MARKET THE ORGANISATION CAN ADOPT
REASONS FOR GOING INTERNATIONAL
Brooklands Hotel is a leading hotel in the UK and is planning to expand its operations
internationally. Whether or not a company goes international, the global market forces make
an impact on the operations of companies. The tough competition given by the multinational
hotel groups and competitive pricing strategies make it necessary to operate in a global
environment (Bown and Crowley, 2014). Following are some of the primary reasons why
Brooklands hotel is planning to go international:
 Due to the entrance of global players in the area of hotels and hospitality business, the
market in the UK has become saturated (Armstrong, et al. 2015).
 Emerging economies of Asian countries are providing excellent infrastructure and trade
policies to the foreign countries who wish to expand their operations in these countries.
 Brooklands hotels will get an opportunity to gain new knowledge, experiences and
technologies by operating different markets and can improve its services by competing
in an international market.
VARIOUS ROUTES TO INTERNATIONALISATION
Joint Venture
Joint venture is a collaboration of a foreign country with a domestic company. Brooklands hotel
can benefit from this kind of partnership since local companies possess good knowledge
regarding preferences of the customers and the local tradition which makesthe entry in a
foreign country easy. The joint ventures also help the company to increase its brand awareness
in the local market (Killing, 2013).
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Franchisee
Franchisee business is the process of giving authority to another small company to use the
brand name of the company. In return for this favour the parent company will charge some
amount of fixed revenue on the annual basis, the company may also provide some expert
knowledge and skills to support thegrowth of the new business (Kraft, et al. 2012). This kind of
operation increases the brand awareness of the company at no extra cost. But if poor services
are provided by the franchise company there is a risk of brand degradation.
Mergers and Acquisitions
Merger and acquisitions are a widely practised way in the hotel industry to enter a foreign
market. Mergers and acquisition help in reducing competition in the market and expand the
operations of the company in a broader area. Brooklands hotel can use this route of expansion
by acquiring small hotel groups in a foreign country and improve the quality of operations of
these hotels by its professional management and experience in the field of hotel management
(Deresky, 2017).
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M1 EVALUATE THE OPPORTUNITIES AND CHALLENGES THAT MARKETING
INTERNATIONALLY PRESENTS TO YOUR CHOSEN CLIENT ORGANISATION
OPPORTUNITIES
By expanding globally Brooklands hotel will have a number of opportunities which can be
usedto increase the profit levels of the company and improve the quality of its operations.
 Brooklands hotel has an opportunity to create an advantage over its rival companies by
establishing its branches in foreign countries.
 The increased profit levels due to international operations will help the company
improve the quality of services.
 Brooklands hotel can also diversify its services to suit the needs of international
customers.
 The international expansion gives an opportunity to balance the negative growth of one
market with the positive growth in another international market which reduces the
amount of risk in the business (He and Balmer, 2017).
 The hotel business is a highly seasonal business; global operations will give an
opportunity to Brooklands hotel to take benefit of differential seasonal requirements in
different markets of the world.
CHALLENGES
Along with opportunities in the global business, there are a number of challenges which can
make an impact on the decision making of the company. These different challenges are
discussed below:
 The greatestchallenge for Brooklands hotel to establish its businessesin a foreign
country is the cultural barrier. This difference can be in the buying habits, purchasing
capacity, language and personal preferences which need to be analysed before entering
a new market (Luthans and Doh, 2018).
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 The marketing in a foreign country is also a challenging task; if the company relies on a
general marketing approach for all the countries it can make the marketing campaign
ineffective.
 Strict regulations on the operations of companies and requirement of different
permissions can create a barrier for the companies.
 Political instability is also a challenge for companies, the new government may impose
new duties and tax regime which may increase the cost of operation of companies.
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LO2
P3 EVALUATE THE KEY CRITERIA AND SELECTION PROCESS TO USE WHEN
CONSIDERING WHICH INTERNATIONAL MARKET TO ENTER
KEY CRITERIA FOR SELECTING A COUNTRY
Brooklands hotel is planning for international expansion but it takes a deep research and
planning to make sure that the expansion plans pay off well. The advancements in
telecommunications and transportation are providing new opportunities for the companies to
go international. But there are many risks involved these international ventures. To minimize
these risks a structured and strategic approach is needed to ensure that maximum results can
be obtained from minimum resources (Marchi, et al. 2014). The planning for international
operations must be long-term rather short-term becausethese strategies may take some time
to start giving result in the form of financial benefits.The local culture and customs make an
impact on the way the services aredelivered and the marketing approach of the company.
These are the key criteria’s to consider while planning which international market to enter.
Political Stability
The prevailing political situations in a country are the primary factor to consider because any
kind of political instability in the country can affect the operations of the company. Brooklands
hotel management has to investigate the key regulations in the country and the level of Red
tape culture which makes it difficult for the companies to take permissions for basic facilities for
operations of business like powers supply and water (Vaughan, 2016). When the political
situation in a country isstable the government provides a number of trade benefits to the
foreign countries, especially in the developing countries.
Availability of Basic Infrastructure
The basic infrastructure does not include only the roads, electricity, telecommunication and
transportation facilities, it also includes the human infrastructure available in the country.
Variety of skilled and unskilled labour should be available in the country as well as qualified
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