International Marketing Report: Rowlinson Knitwear Case Study

This report provides a comprehensive analysis of international marketing concepts and strategies, focusing on the scope, rationale, challenges, and opportunities in global marketing operations. It examines various market entry strategies and evaluates the key criteria for selecting international markets, using Rowlinson Knitwear Limited as a case study for entering the New York market. The report further explores the global vs. local debate, adaptations of the marketing mix in international contexts, and different international marketing approaches. It concludes with recommendations for structuring organizations to maximize opportunities in the international arena, emphasizing the importance of adapting marketing strategies to diverse cultural and regulatory environments to achieve sustainable growth and profitability.

International
Marketing and its key
aspects

Table of Contents
INTRODUCTION ..........................................................................................................................4
TASK ..............................................................................................................................................5
Analyse scope and key concepts of International Marketing.................................................5
The Rationale for a company to develop international marketing operations and description of
the several routes to market which can be adopted by the business entity.............................6
Identification of challenges and opportunities that are present in the global marketing
operations...............................................................................................................................7
Produce a critical evaluation of the international market context, including insight into how
organisations should adapt their marketing strategies for various markets............................8
Evaluate the key criteria and selection process to use when considering which international
market to enter........................................................................................................................8
Explain, using examples, the different market entry strategies, including the advantages and
disadvantages of each.............................................................................................................9
Apply the market evaluation criteria, entry strategies and make recommendations for a
selected organisation............................................................................................................10
Present an overview of the key arguments in the global vs local debate on global marketing
and its operations..................................................................................................................11
Investigate how the product, pricing, promotional and distribution approach differs in a
variety of international contexts...........................................................................................12
Evaluate the context and circumstances in which an organisation should adopt a global or
local approach, highlighting the implications of doing so...................................................13
Determine and articulate in detail how to adapt the marketing mix of a selected organisation
in different international markets.........................................................................................14
Produce a critical evaluation of how the marketing mix is applied to a range of international
contexts.................................................................................................................................14
Explain and analyse the various international marketing approaches organisations can adopt15
Compare home and international orientation and ways to assess competitors outlining the
implications of each approach..............................................................................................16

Evaluate various marketing approaches and competitor analysis in relation to an organisation
and make recommendations on how they should operate in an international context.........17
Make recommendations on how organisations should be structured to maximise the
opportunity in an international context.................................................................................18
CONCLUSION..............................................................................................................................20
REFERENCES..............................................................................................................................21

INTRODUCTION
Global marketing operations related to formulating key tools and techniques in managing
marketing based international operations (Agarwal, and Wu, 2018). In the functioning of a
business entity, international marketing plays an important role by increasing the chances of
growth and development. Professionalism in global marketing operations helps and supports the
business entities to increase revenue and profitability. The marketing involves key functions and
tasks which helps the business entity in dealing with promotion and publicity based approaches.
In the era of stiff competition between companies, international marketing plays an important
role by supporting business development through growth and expansion. The project includes
example of Rowlinson Knitwear Limited company is considered for better understanding
international marketing approach. Rowlinson Knitwear operates all across the United Kingdom
and deals in manufacturing apparels. The head office of company is located in Stockport,
United Kingdom and it was incorporated in the year 1972. The company is going to expand in
international marketplace by developing business operations in New York, United States of
America. In this report the key concepts and scope of international marketing are covered in a
precise manner. This report will cover major entry strategies which a business entity can adopt in
order to develop systematic operations in global marketplace. The application of marketing mix
and promotional strategies are also analysed in this project. This project will also cover
international marketing approaches and orientation in order to gain competency edge in the
foreign marketplace. This project will also include key recommendations for the company in
order to increase its revenue and profitability.

TASK
Analyse scope and key concepts of International Marketing
In order to set up successful approach in international marketing operations, it is essential
for the business entity to focus on its scope. The scope of international marketing provides a
clear overview of certain aspects of marketing which are helpful in supporting expansion of
Rowlinson Kintwear. Major concepts of international marketing are explained below:
 Concept of Product- It is essential for the organisation to focus on concept of product in
to develop best commodities (Backaler, 2019). The main function of a business in
international marketplace is to put emphasis on new product development. Innovation is
the major supportive factor which can help a business like Rowlinson Kintwear to
increase sales and development.
 Concept of production- The production concept is one of the major requirements of a
business which helps in increasing chances of producing best development. The main
department which is concerned with production management is operations management.
 Selling related concept- It is key role of a business to focus on selling based functions in
order to develop chances of business stability. The selling concept includes direct and
indirect selling which are both essential for increasing sales turnover.
Key scope of international marketing which should be considered by Rowlinson Kintwear
company:
It is essential for a business entity to put emphasis on scope of marketing in order to
facilitate its growth and development. The key function of a business should be on delivering
best values to customers in order to lead the competition. Scope of international marketing is
mentioned below:
 International marketing operations are helpful in developing peace- The promotion
of peace is facilitated by major operations related to international marketing. Key
international companies which performs operations in the international marketplace
promotes corporation amongst countries.

 Increase in GDP and national income- The increase in national income and gross
domestic product is primary target of every company (Baumgartner, and Weijters, 2021).
International marketing is helpful in increasing trade practices between countries which
leads to promote gross domestic product.
The Rationale for a company to develop international marketing operations and description of
the several routes to market which can be adopted by the business entity
In order to perform operations in the foreign marketplace it is essential for Rowlinson
Kintwear to analyse and identify the rationale. The main focus of a business entity should be to
select the best rationale to perform operations in the international marketing environment. Main
role of Rowlinson Kintwear is to select the best rationale based choices in order to support
business development. The key points which highlights rationale for performing majority of
goals and operations in New York are mentioned below:
 Capture Apparel market- The apparel market of New York is flooded with large
number of companies. There are also large number of customers present in New York
who prefer to buy apparels season wise (Carvalhosa, Portela, ,and Machado, 2017). This
is one of the major reasons why Rowlinson Kintwear want to enter the marketplace of
New York.
 Revenue and profitability- Increase in revenue and profitability is also one the primary
aims of Rowlinson Kintwear to perform majority of operations. The increase in revenue
will provide company effective financial strength which is beneficial for further growth.
 Growth and expansion- Rowlinson Kintwear company is also putting emphasis on
expanding its operations in the international market. After expanding its operations in
international marketplace, the company is planning to enter market of South America by
setting operations in Argentina.
Market routes which can be selected by business organisation
In the functioning of a business entity, market routes and their analysis is essential to be
performed in order to develop various opportunities. The selection of appropriate market routes
is very much essential for a business entity in order to develop focused approach. Main reason
behind selecting the market routes include development business operations (Charter, and
Polonsky, 2017). Selection of market routes is also helpful in expanding business functions in the
international marketplace. The global expansion of business operations is also helpful in

supporting key elements which are related to marketplace in the form of business growth. The
main department of Rowlinson Kintwear which is responsible for increasing competitive
approach in global marketplace is, its supply chain management.
Identification of challenges and opportunities that are present in the global marketing operations
The global marketing companies face many professional challenges which are creating
obstacles and hurdles to lead the competition. It is important for Rowlinson Kintwear company
to analyse major challenges and issues which arise in the foreign marketplace. In order to
identify key challenges, the business organisation can take help of its research and development
department (De Mooij, 2019). The main challenges and issues which can be faced by Rowlinson
Kintwear company in order to maintain operations in the international marketplace are
mentioned below:
 Culture management- The management and understanding of culture in outside market
is one of the biggest challenge for a company. Management of culture is a key challenge
for higher level authorities of Rowlinson Kintwear. The culture management helps a
company to understand traditions and beliefs of employees. In order to manage cultural
practices, development of workplace and internal environment should be taken into
consideration by a company.
 Financial management- In a business entity, financial management is considered as
backbone of an organisation. The financial management is concerned with maintaining
final accounts like balance sheet, profit and loss and trading account. Investment
opportunities are also increased by financial management of a business by analysing the
cost benefit analysis. The financial management of a company is also considered as the
key approach which helps in increasing chances of business stability and growth.
 Understanding customers- Customers who are present in the marketplace of New York
should be understood in depth by Rowlinson Kintwear. This will support the company to
develop focused approach in analysing buying behaviour of customers. Main task of a
business is to facilitate key growth based factors which are attached with customer
analysis (Donthu, Kumar, and Pandey, 2021). Key role of a business is to develop focus
on understanding major customers in order to provide them best services.
 Rules and regulations- Trade regulating bodies are considered as major governing
bodies which are concerned with trade practices. Main bodies which are concerned with

regulating trade practices of companies all over the world includes World Trade
Organisation. The rules and regulations which are developed and formulated by World
Trade Organisation are essential to be followed by Rowlinson Kintwear to conduct
ethical business.
Produce a critical evaluation of the international market context, including insight into how
organisations should adapt their marketing strategies for various markets
The main function of every business is to develop key focus on context of international
marketplace in order to gain effectiveness in major operations. The marketing strategies are
considered as key approaches which facilitates development of whole organisation. The
international marketplace is surrounded by many different companies which has tough
competition with each other. In the United States of America, there are various companies
present in the international marketplace. It is key role of a business to analyse all the major
external and internal factors that are associated with international business. The analysis of
contemporary business environment is also important for a company in order to support
development of majority of business operations.
Marketing strategies should be adopted by a business entity to support marketing
operations in a well defined manner. The main task of a business organisation is to implement
marketing strategies with major supervision and control in order to achieve set targets and
objectives (Ferrell, Hartline, and Hochstein, 2021). The marketing strategies are helpful in
increasing the chances of business success by developing major opportunities and development
statistics. Rowlinson Kintwear is major company which performs majority of operations with
implementing marketing strategies with monitoring approach.
Evaluate the key criteria and selection process to use when considering which international
market to enter
The analysis of selection process is crucial for the company in order to develop
operations in the international marketplace. Selection process should be followed by Rowlinson
Kintwear in order to develop systematic operations. The company should also focus on
performing legal operations by following key rules and regulations in the foreign marketplace.
The major points which highlights success criteria and selection process in the global
marketplace which should be considered by Rowlinson Kintwear are mentioned below:

 Permission from legal authorities- In order to set up operations in the foreign
marketplace, it is major responsibility of a business to follow legal policies. These
policies are formulated by legal authorities of a country and has a key impact on
functioning of the company.
 Laws of foreign Market- The Rowlinson Kintwear company should follow all the laws
which are circulating in the international marketplace. It is one of the crucial role of a
business to select most appropriate approach in following the legal policies of every
country in order to develop focused approach. The United States of America government
formulated corporate laws must be followed by Rowlinson Kintwear to perform ethical
and legal operations.
 Entry and exit rules- In every country there are specific exit and entry rules which are
meant for systematic development of companies (Ferrera, and Kessedjian, 2019). In order
to enter the foreign marketplace, it is essential role of a business to follow all the exit and
entry rules. Main task of a business is to focus on following the major entry and exit
formalities in order to survive at the marketplace.
Explain, using examples, the different market entry strategies, including the advantages and
disadvantages of each
Market entry strategies are considered as key approaches which helps a business to enter
international marketplace. It is important for a business entity to focus on formulating best
market entry strategies in order to perform business development in other marketplace. The key
marketing strategies and their selection is most significant for a business to developing majority
of business operations. The application of marketing strategies make the business firm more
advanced in the competitive environment. Major market marketing strategies are mentioned
below which can be adopted by Rowlinson Kintwear company to enter New York market:
 Licensing- The licensing is considered as a major type of marketing strategy which can
be adopted by company to develop profitability. In the licensing, a company takes legal
right to sell items in a country. Licensing is one of the best methods which can be chosen
by a company to sell items with legal approach. Licensing also includes primary focus on
already promoted items.
 Franchising- In this marketing strategy, a company takes franchise of a well established
company. This helps the company to increase sales turnover ratio of an already

established company. Most of the common approaches in licensing also includes
development of key operations in an ethical manner.
 Joint Venture- The joint venture company is established after partnership amongst two
companies. In this marketing strategy, risk is also minimum as the operations are
performed in a combined manner (Galli, 2020). In order to lead the marketplace, it is
essential for a business entity to develop joint venture based functions and tasks. The
joint venture technique could be adopted by Rowlinson Kintwear to develop
effectiveness in operations.
 Export and import- The export and import based practices are mostly used and applied
marketing strategies which can be beneficial for the business. In order to lead the
competition in a short period of time, export and import are the major ways to conduct
business tasks. Importing and exporting the items also helps a business to fulfil wants and
needs of customers.
Apply the market evaluation criteria, entry strategies and make recommendations for a
selected organisation
In order to perform successful business operations it is important for the business entity
to perform market evaluation criteria. The main function of an organisation in recent times to
facilitate market entry strategies. Application of key marketing strategies for the Rowlinson
Kintwear company is mentioned below:
 Market survey and research- The business organisation like Rowlinson Kintwear
should apply major tools and techniques in order to fulfil wants and needs of customers.
In order to analyse needs and demand of customers, it is important for a business entity to
conduct market research and survey of New York market.
 Research and development department- Main department of a business is research and
development department which helps the business entity to perform systematic operations
(Golgeci, and Gligor, 2017). The research and development department helps a business
entity to perform focused operations by analysing information related to marketing
functions.
 IT based functions- The information and technology is considered as one of the key
factors which impact on the functioning of a business entity. In order to perform quick

and accurate operations, it is main role of a business to focus on IT operations.
Application and usage of advanced computer systems and software will help in
increasing chances of business development and growth.
RECOMMENDATIONS
The recommendations are considered as major business performing techniques which can
be obeyed by a business to develop key operations. The major recommendations which needs to
be followed by Rowlinson Kintwear are mentioned below:
 The client dating control is one of the main parameters which could expand powerful
dating with main customers. The CRM is likewise one of the key strategies which may be
utilised through a commercial enterprise entity so that you can keep effectiveness in key
operations associated with client service.
 The welfare of stakeholders is one of the important features of the commercial enterprise
entity for leading the competition (Hudson, and Hudson, 2017). The stakeholders have to
be facilitated with the assistance and application of key strategies associated with
Rowlinson Kintwear s dynamics. In order to boom the possibilities of commercial
enterprise development, welfare of all stakeholders is essential.
TASK 2
Present an overview of the key arguments in the global vs local debate on global marketing and
its operations
The arguments are required to be focused by Rowlinson Kintwear for developing understanding
over business regarding its strengths and weakness. The most important aspect of business
relates with analysis done regarding business and development of plan making business achieve
goals and objectives. Such aspects has been discussed in the form of global and local debate as
follows:
 Global Debate- As per the global debate it has been analysed over considering success
upon which is achieved over international marketplace. This is important aspect which is
based over expanding operations which are to be done over large scale. Further, it has
been marked out that global debate risk important elements which is used by organization
to analyse global market. This is possible by using information technology that leads
upon increasing profit on large scale.

 Local Debate- In modern time performance of business in local market hold importance
over managing efforts which is used for enhancing business at local level. Through local
debate business organization is able to develop understanding about legislations and rules
that has been made by government within particular country (İpek, 2020). This is based
over local debate and risk related to it with importance of business operations on large
scale. The amount of capital needed to perform business activities at local level is
explained. Then legislations used within existing local market is covered in local debate.
Thus both local and global debates are mainly related within cultural, technological,
political, legal and environmental factor which impacts growth of business within national and
international market. In relation to global debate technology and culture tends to develop
business structure making employees perform task as per customers needs on global scale. In
local debate legal and environmental factors with business policies of government which has
been affecting business more effectively. Thus these debates makes business development
possible on large scale.
Investigate how the product, pricing, promotional and distribution approach differs in a variety
of international contexts
Marketing mix and its application is considered as key approach which helps the business
entity to support its promotion. In order to lead the competition, it is essential for Rowlinson
Kintwear to develop competency approach by applying marketing mix. The main elements of
marketing mix related to Rowlinson Kintwear company are mentioned below:
 Product- The product is considered as physical output which is produced by a company
in order to fulfil wants and needs of the customers. It is key role of a business to focus on
new product development for increasing chances of growth and stability (Kasemsap,
2018). The innovation is also one of the major factors which can be helpful in producing
final product according to latest trends. Rowlinson Kintwear company should take into
consideration various factors that are responsible for precise product development.
 Price- The price is the value of good and services along with including profit margin.
Main function of marketing management of a company is to analyse the main approaches
which are helpful in setting affordable and reasonable prices for products and services. In