International Marketing: Analysis of Management Planning Contribution

This report explores the nature and significance of international marketing, rationalizing why businesses seek to globalize their market. It determines strategic aims and consumer trends, highlighting elements that impact internalization and setting marketing planning to achieve desired targets. The significance, challenges, opportunities, and risks associated with international marketing are examined to determine various elements that arise in the market sector. The report compares global versus local product adaptation and identifies technologies and software that support international distribution. It emphasizes business strategy implementation to grow businesses internationally, increasing productivity and efficiency through international markets to achieve business aims and objectives.

40: International
Marketing

TABLE OF CONTENT
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Determine understanding about marketing contribution to management planning in terms of
internalization..............................................................................................................................3
The importance of choosing right international market:..............................................................8
The international market selection process:.................................................................................9
Identification of opportunities and challenges of international market:......................................9
Risk management and contingency planning in the international market:................................10
Generation of strategies to enter international market:..............................................................11
Key argument in the local and global debate.............................................................................11
Major marketing mix element in the international marketing...................................................11
Determination of key factors in the success of business in the international market:...............12
International marketing approaches adopted by Hilton.............................................................12
Study understanding of how to organize and examine globalized marketing efforts................12
Comparison of home and international orientation and assessing the competitors...................13
CONCLUSION..............................................................................................................................14
REFERENCES................................................................................................................................1

INTRODUCTION
International marketing is a technique that is a set of marketing fundamentals by
organization in order to expand business and raise productivity of organization (Donthu and et.al,
2021). In this selling of product and services takes place across distinctive countries to
globalized market sector. The report is study about nature and significance of international
marketing and rationalize about why business seeks to globalized their market. It also determines
about strategic aims and consumer trends that reflects in organization. By signifies elements that
impact on internalization and sets marketing planning to achieve desired targets. The
significance, challenge, opportunities, and risk that come under international marketing is also
imposed in order to determine their various elements that arise in market sector.
Lastly, emphasize by comparing global among local product adaption and determine
technologies and software that supports international distribution in market sector of
organization. In accordance to this determines about business strategy by implementing it helps
to grow business as international. As organization expands their business at international level to
raise their productivity and efficiency by international market to achieve aims and objectives of
business respectively.
MAIN BODY
Determine understanding about marketing contribution to management planning in terms of
internalization
The international marketing is refers to as a task that is related to trade of products and
services from one country to another. In simpler way this is an activity under which marketing
functions performed and production of goods and services takes place (Candemir, 2021). To
boost organization productivity and efficiency to expand business at international market and
attains objectives of organization respectively. The globalized organization earns profitability in
desired manner through aiming at different countries boost business performance and more
customer attracts by conducting international marketing in effective way. This boost organization
productivity and efficiency in respective manner to maintain growth of business and by
enhancing business at international level helps management to attain their desired targets and
goals in effective manner.

Scope of international market- The scope of international market is varies by different
elements as this helps organization to attain growth and make their business expands by
emphasizing corrective measure by conducting growth of business and trading of goods and
services takes place in market sector at international level to boost productivity and efficiency.
Through this organization targets achieves in desired manner. It is defined below;
Export- In accordance to this, organization deliver goods and services by exporting from one
country to another in systematic manner to boost organization productivity in order to sale
products in effective manner and attain growth of business in respective manner.
Import- In order to organization, by import of products in manner to carried it from one country
and trade it to another country (Tavassoli and AZAD, 2021). By this organization conducts their
growth and achieves their desired targets by importing of good and services in desired manner.
To boost productivity and profitability in order to expand business and fulfil needs and desires of
customer.
Re-export- The re-export is referred as by import of semi-manufactured products and then
processed to export of finished products. In order to this function take place in accordance to
products take place at re-exportation manner to boost organization productivity and efficiency.
Management of international production- In regard to organization, the management operates
function of operation of marketing at global way. To raise organization productivity and
efficiency in desired manner. The management conduct by providing facilities to customer and
boost organization through operation function in definite manner by observing performance in
productive manner to determine each level function respectively.
Rationalize for firm that are seeking to globalize
In accordance to this, there are various ways to conduct and manage organization by
expanding internalize under this consist of international sector that provides an acceptance to
driven opportunities by determining growth in order to achieve organization objectives and aims
respectively. The management seeking to globalize for various reasons as determines benefits
that are explained below;
To raise sales and profitability- The firm are seeking to international level to boost sales of
organization by trading their products and service very frequently and attracts more customers
towards organization by enhancing business at international level. The globalized business helps
to attain goals and targets in definite manner to boost organization productivity and efficiency by

raising sales through delivering of goods and services in other abroad countries. As foreign
people easily invest money and by trading of products of organization at international level
expands business also in effective manner. By performing functions and raising performance
globalized way helps in increasing sales and profitability of company. Their main target is to sell
their products in international sector to attracts more and more consumer for determining
profitability and through this organization reputation is also boosting in productive manner.
Higher economic of trades- By seeking business at international level develops expansion of
organization, this is not only factor because of which organization expands business but also
want to create opportunities by conducting organization at greater level of economic scale in
order to achieve economic growth of business in productive manner. In order to do so, for
increase goods, services and other factors of business to raise their profitability.
Create opportunities for new talents- In respond to it, organization determines benefits by
attaining new talents as for globalized business develop opportunities through attracting new
talents that emphasize new ideas and innovativeness in products by which organization enhance
their business at international level (Venugopal, 2021). By this new talent get opportunity to
implement their skills in international business through this growth of their own determine as it
create varieties of opportunities to people who are seeking to do job and has professional
knowledge that helps business to attain their aims and objectives effectively by enhancing
business in respective manner.
Determine investment opportunities- The another factor is it implies investment Bennetts
through export and import of products and services at international level boost organization
productivity and efficiency. In order to this, investment increases as connection build and
conduct effective communication by which raise investment in manner to seeking business at
globalized manner. Through this organization growth also increases as more and more trade of
products and services takes place to achieve growth and opportunities in desired manner. The
investment opportunities are determined in business by this organization acknowledgement and
growth also develop as it expands their business in all over world. Also, by this attracting more
and more customers attracted to organization and by them raising profitability of business in
desired manner.
Diversifying organization- In relevance to this, organization is diversified by import and export
of products and services at international level. This conducts business at diversifying way by

seeking organization in globalized manner through this expands business and achieves growth of
business in profitable manner. It develops growth of firm by expanding their products and
services in diversifying form as their product reach to different countries.
Core international macro and consumer trends
In accordance to this key international macro business and consumer trends are determined by
expansion of business at international level as there are many factors that come under this that
differentiate customer trends through which earns profitability in business. These are it build
customer trend by demanding organization in order to raise profitability by implying consumer
trend for developing products in innovative forma and achieves growth in business in desired
manner. Consumer are most focusing on their safety as they purchase products that are
accordance to their security in order to this global macro level conducts consumer trends by
emphasizing their factor to maintain consumer safety in respective manner for achieving growth
and expands business at international level (North and et.al, 2021). The consumer trends helps
business to satisfy their customer by providing products and services according to derives
customer trends and implementing it in productive manner.
Contribution to meeting planning targets:
Marketing's role in addition to organization strategy- In order to this, it has significant role in
growing business at international level by exporting, develop business in another country. This
plays significant role in marketing as contribute organization strategy by promoting their
products on different platform such as on social media apps, magazines etc. from which
organization attains sustainable growth in business at international level. The marketing role
plays major influence in order to emphasize strategy to develop business and expand by
establishing their business at international level. The management boost organization
productivity and efficiency in respective manner by expanding business at international level. It
plays important role in getting success of business by expanding business at international level
through organization development arise and play key role in function of operation and
production way in desired manner. The marketing conduct business and determines them various
opportunities that help business to grow and boost organization productivity in effective manner
through international market. As it helps business to grow at globally also by satisfying needs
and desires of customer through this consumer increases and raise organization production
function in systematic order.

Elements that influence globalization
There are various factors that come across in organization which influence internalization
sector in market by imposing into business to achieves growth and attain customer by facilitating
factors. These are determined below;
Potential for market development- In order to expand business, market sector helps organization
to maintain potentiality in market to achieve growth and by implying method through which
production and operation function raises in productive manner (Kong, Witmaier and Ko, 2021).
By expansion of organization determines sustainability in market growth of business in effective
way. As business export and import of products and services in market by which development is
determined in organization.
Quality of infrastructure- By facilitating internalization influence organization by improving
quality of infrastructure and develops growth of organization in desired manner. In regard to this,
quality helps in attracting more customer through offering them better product as infrastructure
increases by which work is done in effective manner and growth of business conducts in
effective manner.
Competitive design- This factors influence organization by internalization through conducting
competitive spirit in respective manner. As this enhance structure of competitive because of few
rivals observe in market expand. This creates positive influence on organization through which
business achieves their desired targets by removing competitors in productive manner.
Production costs- The globalization of organization also conducts by increasing production cost
in positive manner as it influencing business by which production cost expand and raise
organization profitability in desired manner. By international expansion of business increases
production money by trading of goods and services at international area boost organization
profitability in respective manner.
Setting international marketing planning to met targets
In order to this by setting globalized market strategy helps in meting up goals through
various way. As this conduct business to expand at international level by growing their
organization at international level in perspective manner. These are;
Identifies products and services- To meet objectives of business by predetermining products
helps organization to achieve profitability through globalized organization in productive manner.

It helps organization to perform their role and innovate product by which more and more
customer attracts towards product and increase sustainability growth of business.
Understand competition- In accordance to set international market by understanding competition
at earlier stage helps organization to attain their productivity and efficiency in desired manner.
By understand competition and remove barriers so that they can boost organization profitability
by emphasizing this strategy boost organization efficiency.
Research new sectors- When expanding business at international level, through implementing
strategy of researching about new markets already helps business to grow and expands their
sectors where there is need of firm (Hazzam and Wilkins, 2021). In order to do so, organization
conduct their business at international level in productive manner by facilitating growth of
organization by pre researching about sectors that boost organization productivity and efficiency
in international market.
Export of products- The globalized market sector of organization through exportation of products
by this developing organization in international market. This helps business to raise productivity
and efficiency in market sector of international by this development of business in profitable
manner.
The importance of choosing right international market:
When the business organization plan to enter international market, they need to understand
various factors. Entering international market is not easy, it sometimes becomes very challenging
for the business to survive in new market. There are certain importance of choosing international
market such as:
Growth rate: when business organization plan to enter international market, this means they are
planning to open their unit in different nation. These nations have various factors which is
beneficial as well as hinder for business (Wind and Douglas, 2021). It is important for the
business organization to research various growth factors of the nation such as factors are; GDP
rate, inflation rate, structure of the nation, economic stability and employment and
unemployment rate. These are some of the most important factors, before entering international
market a business should analyse the growth and development rate of the country.
Risk factors: the risk factors are the most important element which need to be considered while
entering international market, risk here is associated with the country in which business is
planning to expand. Business may find many hinders in the new market, these are very important

for business to undertake such as risk associated with the political stability of the country and
social unrest behaviour of the people. Many nations are in development stage, their economy is
still unstable, for business it is very important to choose the right market.
The international market selection process:
Market selection process plays an vital role while entering the international trade,
business need to take certain steps while selecting right market, such as steps are:
Parameters: there are certain parameters which need to be taken into consideration while
selecting the foreign market such as availability of the resource, nature and position of the
competitors, rules and regulation, situation and condition of the market and foreign trade policy.
These are the factors which are very important for the survival of the business in international
market.
Preliminary screening: the preliminary screening is very important for the business who are
planning to enter international market, these screening help them to eliminate and cut off the
elements which are hinder in the process such as unnecessary policies and guideline which slow
down the process (Martín, Chetty and Bai, 2021). The selection process of the international
market falls under screening of the of preliminary factors such as size of population, income and
education level of the people, infrastructure and stability of the economy and spending capacity
of the people.
Short listing: shorting element in the international market selection process means cutting off all
the unnecessary elements which later can become a hinder in the process such elements are
overspending or low budget of the country. When the business only focus on the budget plan of
the country, then they will be completely depending on the country's development plan which is
too risky for them. Is very important for the business to short list the market and even the
economy. Short listing of the market will help them to select the market.
Identification of opportunities and challenges of international market:
Business face various face certain challenges while entering the international market,
these challenges are very common for the business. A business must have the ability to convert
challenges into opportunities, there are certain opportunities and challenges of international
market such as:
Challenges: the business face the biggest challenges from the local laws, business may have
ability to change their structure accordingly but various laws and ethical behaviour of the people

are challenging. Apart from the local laws a business face challenges from ethical behaviour of
people, sometimes business deals in products which is not acceptable by the local people.
Opportunities: the best and the biggest opportunities for the business is they have the new
market , these new market themselves carry certain opportunities such as high demand of
particular product or excitement of the people about the product and service. Business only plan
to enter international market because they identify certain opportunities, these help them to boost
the brand image and the reputation of the company. Some legal rules and regulation of country
are favourable for the business for example a country who welcome foreign company to invest
the in the local market, they change or modified certain foreign trade policies for them to enter
which is the biggest opportunity of the business. Anorther opportunities for the business lies in
the ethical behaviour of the country, when the country's economy is healthy, then the lifestyle of
the people will be rich and their ethical value will be enhanced.
Different market strategies along with advantages and disadvantages:
In order to enter in international market there are different market strategies that can be
adopted by the businesses and those are exporting and licensing. Exporting refers to the selling
of goods and services across the border. The benefit of this strategy is that the business can earn
the higher profit and the drawback is that many countries has restricted the export policy (Elali,
2021). The licensing is the another strategy that includes the copyright if performing the business
and helps in gaining the goodwill in the international market. However, there is a threat of
getting the trademark copied.
Risk management and contingency planning in the international market:
When the business plan to enter international market, they evaluate certain risk
management. This is one of the most important part in the process, business make certain risk
management strategies. Another important thing in the international market is contingency plan
which keep the business safe in case of any uncertainty. Understanding the risk management and
contingency planning such as:
Risk management: risk management is done on the regular basis, business keep planning
management of risk to be safe on the regular basis. Such risk are related within the working
environment, for example if the company want to enter new market and want to change the
culture, they need to undertake certain risk associated with the behaviour of the people. People

might create certain conflict in the environment which is very risky for the business who are
planning to enter new international market.
Contingency planning: contingency plan means planning of strategies to overcome any kind of
future uncertainty and loss. Business often make contingency plan before entering international
market, this help them to stay safe, such contingency plan include the budget that cover all the
cost of the risk or blueprint of the plan to overcome the power of impact. Contingency plan or
pre planned steps are the best for local business as well.
Generation of strategies to enter international market:
When the business organization plan to enter international market, they generate various
strategies which help them to be more effective and develop ability to survive the market. These
strategies are very important such as:
Exporting: aspart from basic strategies which is adopted by the business to enter international
market, there are certain important strategies as well such as importing and exporting of the raw
material across the countries. Business might need local raw material for the production, but they
mainly depend upon importing from their home country. Government try to force such
international business to adopt the raw material from local suppliers which help country to
contribute in the development of the economy.
(Key argument in the local and global debate & Major marketing mix element in the
international marketing covered in PPT)
Determination of key factors in the success of business in the international market:
There are certain factors which a business take into consideration before entering
international market such as:
Intercultural factors: intercultural factors means the staff or the people of the business
organization, business who are planning to enter international market need to have qualified and
experience people who are ready to give their best in the betterment of the business organization.
Many people and talent and ability which is very important for the business to involve them in
strategic decision.

USP: unique selling point of the business is the opportunities or the most beneficial factors for
them, this is a booster for the business who are ready to win the market with their unique selling
point.
International marketing approaches adopted by Hilton
Attuned pricing and high services- The hotel is ensuring the quality services in the worldwide.
The organization has adopted the strategy of the ensuring the quality services in attuned price at
different part of the world.
Adopted cultural integrity- This has been considered as one of the vital element for international
marketing approach as in the hotel different customers visit who are from the different culture
therefore, the hotel has adopted the strategy of greeting the customers according to their culture
(İpek, 2020).
Study understanding of how to organize and examine globalized marketing efforts
In regard to determine how international level organization by emphasizing efforts in
market sector. The multinational reflect enhancing business by providing varieties of products to
consumers. Also, by global, transnational, meta national and other elements that helps in
organize global market by emphasizing this for conducting at transnational level by which
customer satisfies in productive manner. Another factor that is meta national planning helps
business to grow and expand services at international level through global expansion that assess
in organization performance and raises productivity. These are study through various efforts that
are described below;
Organization structure in global form- The business structure determines in international
manner through paying attention of top organization towards expanding approach to globalized
production (Kumar and et.al, 2021). In accordance to this emphasize design facilitate cross-
goods, decreases resource copying in order to demonstrate organization structure in productive
manner. This helps organization to expand their business at global level by proper structuring of
organization in order to achieve success in business at international level.
Negotiation and new organization appraisal in international sector- The negotiation is plays
essential role in business as by deriving this in organization raises their opportunities by securing
financial assets and costs. Also, new business appraisal that determines in globalized sector helps
to expand business by this strategy helps business to raise their productivity and efficiency in