International Marketing Report: Strategies and Analysis for Newmedia

This report analyzes international marketing strategies for the Newmedia consultancy firm, aiming to facilitate its global expansion. It begins with an introduction to international marketing, defining its scope and key concepts, and then explores various routes to market entry, including strategi...Read More

International Marketing

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1 Scope and key concept of international marketing................................................................3
P2 Various routes to market organisation internationally...........................................................5
TASK 2............................................................................................................................................5
P3 Selection process used to enter internationally......................................................................5
P4 Different market entry strategies including both advantages and disadvantages..................7
TASK 3............................................................................................................................................8
P5 Present an overview of the key arguments in the global versus local debate........................8
P6 Investigate how the product, price, pricing and promotional distribution approach ..........10
TASK 4..........................................................................................................................................11
P7 Explain and analyse the various international marketing approaches your client
organisation can adapt...............................................................................................................11
P8 Compare home and international orientation and ways to assess competitors with its
implications...............................................................................................................................12
...............................................................................................................................................13
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................15

INTRODUCTION
There is requirement of different factors are required to expand business. It is important
to perform activities in way which is affecting business polices. It is essential to analyse market
and then take correct measure. There are possibilities that due to change in external and internal
factors company has to alter their policies. There is requirement of change in strategies so this
has in growth of business (Akaka, Vargo and Lusch, 2013). Firstly business starts in local
geographical boundaries and after this extended to international level. International marketing is
communicating to different people with people at internation al level. There are many factors
which are getting affected due to alteration in plans and policies. As per change in political
factors there is effect ion business expansion too. There are many marketing concepts which has
to be identified and taken care. Marketing is one of the important department which works to
perform activities in better and effective way. This report is based on Newmedia marketing
consultant firm which is thinking to serve all over the world. They provide services like internet
marketing, marketing consultant, e-business consulting, etc. to customer. In this report there is
discussion about scope and key concept of international marketing, various options through
which company can expand their business, process which has to be followed to deal
internationally, advantages and disadvantages of various methods to expand business
internationally (Berthon, P. R. and et. al., 2012). New Media Solutions is the company which
deals with IT related consultancy services. This company is situated in UK and they have wide
communication channel with different marketers. They deals in online marketing, internet
marketing, business consulting, etc.
TASK 1

P1 Scope and key concept of international marketing
International marketing is the branch which helps in performing business operations in
better way. It is essential that company can perform operations in proper manner. There is
requirement of proper knowledge about place where business has to establish. International
marketing is one of the best concept these days it is essential to take actions in proper way, so
business can grow. There is requirement of proper planning, organising and staffing, etc. so
policies can be effected for company as well as nation. It is tough to establish in different nation,
so management of company has analyse deeply each and every factor. There are possibilities that
company has to change their terms and conditions in order to analyse changes in different and
effective way (Cadogan, 2012).
Scope of international organisation in context of New media:-
Newmedia is the company which deals with online consultancy services, so to expand
business they need to know what has to be done and in what manner. There are possibilities that
company does not perform activities in better way. Company can analyse activities in better way
but this is effective with the proper use of marketing techniques. Newmedia is the company
which do not take policies in better and effective way. Company can perform activities in better
way through using change in plans and policies. There are factors which are using techniques to
perform activities which help in achieving targets ion better and effective way (Cavusgil and
Cavusgil, 2012). Expansion of business has to be after analysing proper measures which are used
to achieve targets. Manager has to keep eyes on activities son they can guide employees to work
under changed environment. It is not essential to that policies related to native place is not same
as foreign country son there is requirement of motivation of workers through which they can
expand business.
Concept used in international marketing
Import- There is requirement of good services to satisfy need and demand of customer.
To give more satisfaction, there is requirement of good quality services. In import there is
requirement of some policies which are related to delivering some good quality product and
services to society. In international marketing, there is requirement of proper change in policies
which help in delivering good quality product and services (Chung, Lu Wang and Huang, 2012).
There are some factors which are related to company and it is essential factor having new and

innovative factors. Further, through import mode new-media easily import various products and
services at different parts within that state which leads to higher sales and productivity.
Export- In this approach New-media company hire some external source. This helps in
achieving targets in better way. There is requirement of proper and effective way to perform
creativities. There is use of some specialised services which help them to expand their business
in better way. Company can perform activities in better way and this is effective for analysing
new opportunities in market. There are different taxes applied on this export transaction, so it is
important to perform policies which are related to analysing changes to their work. There is
polishing of knowledge and company get famous in industry (Zhou , Wu and Barnes ,2012). This
helps to grow in market and new media require to expand their business for more profitability
under which they need to compile with laws regulation of export in order to running their
business in different countries.
Joint venture- Joint venture means to perform activities in better way. It is essential to
analyse market and join hands with some other company (Czinkota and Ronkainen, 2013). This
helps to provide assistance to company to raise their profits. There are possibilities that company
do not accept changes so frequently. In joint venture New-media can approach to company of
same nation. This is effective with the proper analyse of company. There is requirement of good
and effective use of resources which are helpful in growing business. There are proper contract
between both the parties so they can grow and market their product in better way. There is less
possibilities of conflicts. In joint venture New-media organisation can join hands with good and
famous company which helps in providing assistance to them. For example this concept must be
used by new media under which they come in contract with those business which are more
popular and brand image in other countries allow this company to establish their better position
which leads to accomplishment of objectives.
Therefore it is clearly understand that there is wide scope of international marketing that allow
company to diversified their product segment in different countries and maintain their position at
global level and new-media uses all the above concept after analysing their positive and negative
impact and use different alternative in order to accomplish their objectives.
P2 Various routes to market organisation internationally
New media organisation is the company which wants to operates in different parts of
country. There is requirement of various analysis which help in knowing what has to be done and

why has to be done. There are different policies which has to be analysed so there is positive
growth of company. There are different political parties in various parts of country, so there are
some methods which has to analysed in better way (Douglas and Samuel Craig, 2011). There are
some approaches which are required to analysed and then take corrective actions. There are some
medium required to enter in other part of country. There are different norms attached with them
and it is responsibility of management of Newmedia to select best option among all. These
options are-
Strategic alliance- This method is much like joint venture. In this method company can
perform activities in better and effective way. In this two companies work jointly and serve
society. There is proper and legal documentation among parties of Joint alliances. Newmedia
company can prefer there is control of two companies so there is proper running of business.
Email marketing- This is the effective approach to market product. It is essential to
perform marketing activities in way which is effective for delivering knowledge about product
and services. In this method email is one of the best source to tell about company to society
(Evers, Andersson and Hannibal, 2012). This can be done by sitting art one place where business
operates. This method is impersonal and less costly. In Newmedia there is requirement of more
effective use of internet policies and this can be performed in better way.
Franchising- In this method there is use of other company name to run business. To
make business growing and to run business in other country, there is requirement of proper
knowledge about place. So this can be done with the help of some existing company and this
helps in performing business operations in better way.
Rational reasons for using these options:
While thinking to expand business in various parts of country, these options ar most
effective an important for growth of business. While expanding business strategic alliance ids
approach through which company can take help of organisation which is part of local market.
This helps to perform activities in better way by analysing market need. Email marketing is
effective because through this company can perform activities for more people. There are various
changes which ha to be consider because through this online and current measures are used.
Franchising is the options for which company remains in back side and local person take
responsibility for running business. Through management of New media organ isation
concentrate on other essential business activities.

TASK 2
P3 Selection process used to enter internationally
There are different factors which are required to be considered in market. There is some
specific selection process which helps in achieving targets i.e. expansion of business. In this case
marketing places vital role, so manager must keep in mind related to expansion of business
techniques. There are possibilities that due to change in mode of expansion, it affects whole
organisations. So as per Fletcher and Crawford, 2013 company must proper plan activities and
take actions. There are chances that due to lack of planning there is difference in activities and
employees are now aware of actions. Through proper planning there is some simulation in
activities.
Key criteria for entering business internationally
Culture- There are some cultural barriers of countries where New Media wants to expand
business. It is essential to analyse it previously, so organisation can set their business properly.
Business plans and goals- Business has some specific goals and objectives for which
hey are working. While making business globally it is essential to work through which company
can achieve them effectively.
Legal regulations- Every p[lace there own political parties working according to rules
and regulations,so it is essential that manager has to perform business activities in efficient way.
These rules and regulations has to be considered.
Expansion of business internationally is not easy task, so it is essential to perform
activities in better way. There are different aspects which has to be considered and analyse
market properly. Newmedai is the company which provide various types of consultancy services
as per need of consumer. It is essential to make and alter policies as per norms of society.
Process followed by Newmedia is as under-
Country identification- In first step there is requirement of identify country in which
Newmedia company wants to expand their business but some destination has to be finalised. It is
essential that company has to make strategies through which they can their business in specific
direction (Franko, 2017). There are many competitors which might create hurdle so this
finalisation might help to overcome it. There are government policies, tax rates, location,
availability of personnel, etc. has to be analysed at this stage only. This just be done in proper

way so all other activities can be held in better manner. Company will work as per current
scenario and so this is beneficial for performing activities in better way.
Preliminary screening- In this stage, management of Newmedia thinks about change in
political factor. After selection of location, it is essential to know what has to be done and then
corrective actions must be taken in order perform business operations in better way. There are
possibilities that due to change in factors of business so it helps in growing association. In
preliminary screening, management of consider all the factors which are directly related to
growth of business. Sometimes some option might get affected due to change in location of
business.
In depth screening- After preliminary screening, there is requirement of in depth
screening, which help in achieving targets (Griffin and Pustay, 2012). In this screening company
has to analyse that what all factors are affecting business and there is requirement of proper use
of resources. There are many components which are required to run business,. To expand
business outside country, there is many elements which has to be considered. This analysis is
done for last few options which are present in mind of management.
Final screening- After in depth screening there is more recruitment of options. There are
last 2-3 options left out of which best must be selected in this stage. It is important to adopt best
alternate. It can be judged by analysing properly all factors associated with business. Labour,
education ratio, overhead expenses,. Mode of entrance, etc. must be analyse and them adopt best
method. This is the last step to select location for business expansion. As the scope and
competition in consultancy is increasing so place where business can grow and resist must be
adopted. There must be proper communication channel which help in communicating to people.
Direct Experience- In this step, managers of Newmedia organisation visit the finalised
place and it is important to take actions in better and effective way. Through all the theoretical
things can be cleared and they can judge whether their decision is correct or not (Malhotra,
2011). Through this there is ease in convincing stakeholders, as they are well known about about
elements of business.
P4 Different market entry strategies including both advantages and disadvantages
Market entry strategies include all types of tools and mechanism which facilitates an
option to develop business and launch them in global market (Akaka , Vargo and Lusch ,2013).
At the time of entering into the market company require to establish their own strategies which

facilitates an choice that help business in order to deliver the goods and services to target
audiences. Therefore, it is require for manager to observe all kinds of market strategy with their
pros and cons. Various types of advantage and disadvantages which need to evaluate by new
media properly which described below:-
Basis Advantages Disadvantages
Direct exporting:- Under this
method company transfer their
goods and services from one
place to another without
opening any office outlets.
This is an process under which
there is large chances of
generating more profits by
eliminating middleman from
this cycle.
Expense is less that enable
them to earn higher profits and
market share.
But in case of small company
who are not financially strong
are not able to do direct
exporting that arise an problem
for company to reach to clients
at global level.
Higher efforts and attempt is
needed to establish suitable
base of clients.
Joint venture:- It is an way
through which two or more
company come together in
order to complete mutual goals
and in this venture share of
individual are distributed
equally in appropriate
framework (Akaka, Vargo and
Lusch, R. F., 2013).
The advantage that gained
from this venture is optimum
utilisation of resources which
allow them to earn higher
profits and outcomes in
appropriate manner.
Liability related to all the loses
is distributed among different
individuals for better outcome
in future.
Objectives become undefined
in nature which allow and
prohibit management to
operate freely because of in
effective communication.
All the workforce in both the
organisation are coming from
different culture and
background which increase the
chances of conflicts and fight
among them leads to dilution
of brand image and goodwill.
Buying a company:- One of
the effective market entry
strategies is to purchase local
market so that better and
It helps in establishing
adequate plans and procedures
so that mutual working has
been done in proper manner.
Another disadvantage is that
previous company comprises
of lower staff which are less
trained and demotivated with

effective working is possible.
It has been concluded that it
has been done by both
organisation as well as
appropriate environment.
Buying a particular company
include all the points need to
consider which related to
financial performance and
market demand also (Berthon
and et. al., 2012).
their present condition affect
overall performance of
organisation.
Requirement of cash on
continue basis will impact
more on their business
operations.
Therefore, for new media solutions in order to enhancing their growth and development
company must focus on joint venture and strategic alliances in order to enter into new market
and enter at global reach. Further, it enable them to share all kinds of issues and problems that
allow organisation to come with new and innovative ideas in respect of their goods and services
that satisfy the customers optimally.
TASK 3
P5 Present an overview of the key arguments in the global versus local debate
Every organisation has their own organisation corporate culture that require to be
understand by manager appropriately. Better understanding regarding the culture environment of
corporates which help in accomplishing the objectives and goals which leads to enchantment in
profitability and market share. Therefore, management require to evaluate both the global and
local presence of company so that better and adequate understanding of external market is
possible (Berthon and et. al., 2012). In Global level dealing with all the complexity at global
level it is not easy for business to earn higher profits affect their sustainability. Therefore the
difference between local and global presences are describe below:-
Global presence Local presence
Company at time of expanding their business
at global level getting different types of
opportunities for earning more profits.
In case if business are not grabbing
opportunities but the chances of sustainability
is high. As market is not providing higher sales
because of limited demand and less
competition (Cavusgil and Cavusgil, 2012).
In global market, different changes has been In this market company are not focusing on

coming in external market which force
customers to develop digitalise and innovative
procedures in their goods and services
(Cadogan, 2012).
market demand and preferences but they
always maintain better relationship with their
daily customers that leads to maintain their
brand image and dignity.
Scope of earning profits is high for individuals
which result in generating higher outcomes and
leads to effectiveness and efficiency in
business.
Business are unable in generating more profits
as well as sales maximisation but for managing
brand equity of company at low level is simple
as compare to global level. Therefore, whole
management are dealing with same reputation
and respect.
At global level it is easy for every business to
diversify their products and services and also
include other features in their product segment
that help them in achieving their target related
to sales effectively.
Diversification for expansion is more easy and
simple because of requirement of less funds
and money and that further allow them to offer
more varieties to customers (Chung, Lu Wang
and Huang, 2012).
Therefore, new media marketing solutions require to understand all the operations of business at
both local and global presence but in order to expand their operations in product segment
because of globalisation of activities consider as adequate one. Further it allow organisation to
generate higher profits that facilitate an option to them to provide positive changes and
affirmative response in environment that indirectly emphasis their profitability and market share
at optimum manner. Since New media work with different varieties of clients which are ranging
from telecommunication and recruitment to financial services and internet technology in
different areas so they need to update with global technologies in order to gain competitive
advantages over competitors.
P6 Investigate how the product, price, pricing and promotional distribution approach
At global level every consideration in business sector are also get varied according to
different situations. Further, organisation require to understand all the needs and wants of market
by business managers so that better productivity can be obtained (Cadogan ,2012) . Therefore in
order to grab external market opportunity new market media consultancy firm require to

determine all the factors related to pricing, product and promotional approach at national and
international level for better and effective decision making. Following are the description of it
which discuss below:-
Product:-
In international level it is important for business to develop multiple products and
services in order to attract the customers at different countries. Further new media consultancy
firm is leading organisation who uses different promotional tools techniques that leads to higher
profitability and market share. Hence in order to establish fully in international market they
require to target unrelated diversification process for better growth and development. E.g. there
is difference in demand of student and businessmen, so it is essential to provide services
accordingly. Students need material related to studies while businessmen need accessibility to
market.
Pricing:-
It is an consideration in respect of company goods and services but at the time of entering
into new market there is need for management to develop proper pricing strategies that allow
them to attract more customers at global level. For example new media consultancy firm is top
most company in providing advice in financial sector and recruitment also so they use price
penetration approach for better and effective results that help in determining proper consideration
for better and effective results. E.g. middle class people prefer services of cheap cost, but higher
class people want services of best quality differs from cost.
Promotion:-
During entering into the global market it is important for business managers to use
different promotional strategies and tactics in order to promote goods and services. Further, it is
essential for business to use different methods at global level like advertising, social media and
various internet sites through which they distribute their products and services in free sample
which allow them to sell more goods to different customers. Apart from it for better and
convenient results it is essential for business to use modern marketing mechanism in media field
so that costumer get all data and information related to modern world so that without using
efforts customer get the global knowledge about modern world which allow them to gain
competitive advantages over rivalry. E.g. For women promotional activities is differ as compared

to males. As per difference in business objectives, demand varies hence manager of New Media
organisation has to select source which are as per purpose.
Various approach of promotion are:-
 Social media:- New media consultancy firm require to collaborate with different online
company through which they provide information and update regarding various news that
promote their business internationally.
 Exhibition:- At the time when global exhibition is organised it is essential for marketing
team to come at different countries and attend these exhibitions so that they exposed their
services related to financial recruitment to different clients.
All the above approaches and solutions must be understand by business managers of company
which further allow company to attain different market positions as compare to others.
Therefore, it will help in providing better contribution in external market for earning profits and
gain better market share that help them in accomplishing their goals and objectives.
TASK 4
P7 Explain and analyse the various international marketing approaches your client organisation
can adapt
In this area there are different types of marketing approaches which has been used by
most of the organisation. Further, it is essential for new media consultancy firm to locate which
concepts will provide better results and different approaches explained below:-
 Traditional marketing approach:-
This approach is oldest and effective used by various companies from many years. Apart from it
another approach is tested commerce. Client can use this approach in order to get best results for
getting higher rate of success in market (Cavusgil and Cavusgil ,2012). New media consultancy
firm can suggest better strategies in order to get better positive results at specified time
framework. Apart from it company has different promotional tools techniques that has been used
by client in order to increase profits and sales of products services at national international level.
Various mode like newspaper, print-media, billboards through which they aware customers
regarding their products and services. Their are some other tools and mechanism like television,
commercial methods and radio spot through which they communicate customers regarding their
products and services.
Different advantages and disadvantage of it are described below:-

This approach said to be most effective method in getting higher profits and better
success in market. In dynamic environment changes are coming in rapid speed in the form of
technology and digitalisation so because of which there is threats of failure in approach on
regular basis. This strategy consist of higher cost and reduce percentage of profits also. Further
traditional mode become ineffective due to higher competition in market and digitalise
technology and expectation of customer is high in respect of those association which have higher
brand image and goodwill so they must incur expenditure on research development department
for further improvement and high market share at global level.
Modern marketing approach:-
In this modern era most of people using different types of people all around the world
using different technology on daily basis. Further, internet become the latest model that used by
organisation for various purposes but due to dynamic changing environment choices and
preferences of customers are changes because of advance development in modern world.
Therefore, it is essential for every business units to promote their products and services at
various internet medium in order to aware customers. Now a days most of population are busy in
online app so this source is consider as best medium consist of less investment amount. New
media consultancy firm uses different social sites like Facebook, Instagram are international
modes in order to reach world wide (Czinkota and Ronkainen, 2013).
Some advantages and disadvantage are described below:-
Although there are different medium in marketing promotional techniques that has been
used by organisation for creating awareness among customers regarding their products and
services. Digitalisation and innovative technology in respect to various products and services
allow them to accomplish their objectives in efficient manner and also make the working of
customers more easy and simple by allowing them such facilities and features in respect of their
products and services (Ringle, Sarstedt and Straub, 2012). Sometime due to ineffective
communication between company and clients these source become threats because of giving
inappropriate information and data in respect of their products portfolio which further dilute the
brand image and goodwill of company.

P8 Compare home and international orientation and ways to assess competitors with its
implications
It has been broke down that when a firm anticipates improve its business from local level to
global level it is obligatory for them to do appropriate research of commercial centre keeping in
mind the end goal to think about their adversaries and what approaches they are utilizing to build
offer of items and administrations (Chung , Lu Wang, C. and Huang ,2012). For an illustration:
New Media company's customer is attempting to extend its business in Australia. In this manner,
it will turn out to be substantially more troublesome for customer which was maintaining its
business in thoroughly surely understood culture. Alongside this, customer can confront dangers
at a radical new place due to an obscure culture and market. Promoting methodologies can be
better utilized customers by finding what other are following that snatches consideration of
individuals.
In UK, there are many of the people who are doing business by utilising the traditional
kind of approaches which has the high rate of success but in Australia, there are modern concepts
with new and innovative ideas which can mainly attract the customers in high number. Hence, it
is highly essential for the clients for conducting the research and thus analyse certain kind of
tools and techniques which are being used by competitors and thus enter within market. By this,
company will mainly be able to come up with various kind of determinants which in turn will
help out in growing at the whole new marketplace and that in short period of time along with
attaining it in better and effective manner (Terpstra, Foley and Sarathy, 2012). Therefore, it is
essential and important for the customers in order to conduct research program with motive to
identify basic needs and wants of the clients as well analysis their competitors. Thus, it is
valuable for the organisation to accomplish their predetermined objectives and goals in limited
time duration. In this they use different tools and techniques which support them to compete their
challengers in an effective and efficient manner. On the other hand, traditional approach which is
also applied the audience but it is not provide better outcomes to the customers. Beside this, it is
essential for the refereed organisation to maximise their sales and revenues in a systematic
manner.
In this role and responsibility of manager is to provide accurate and correct information
to their customers, so that they are understood about business products and services. Thus, it help
the enterprise to increase their profitability and sales ratio in given time duration. Along with

them, trends and culture of innovative locations plays an essential role through which customers
make any kind of alterations in its services and products. Continuous investigation make lead an
enterprise to accomplish their desired objectives and goals in systematic and effective manner.
So it is essential for the company to expand their business operations and functions at
international and national level in an effective way. Further, it support to maximise business
reputation and goodwill in marketplace (Turnbull and Paliwoda, eds., 2012).
CONCLUSION
From the above discussion it is clear that scope of marketing is much more and it is
essential to adopt measures which are important for them. there are many methods of expanding
business but it is essential to analyse them properly. As there are some negative as well as
positive aspects of these sources. There are possibilities that company has to make corrective
actions through which they can smoothly run their business. There is specific route to expand
business, which are related to growth of business. There is much difference in opening new
outlet in local or international market. Company has to analyse market and take actions in better
way. Marketing mix is one off the important concept which has to be considered. There is
discussion about some approaches used to market product at intention al level. There are more
competitors which are affecting business in adverse way. Price, place, product, etc. are some
factors which affect business sop it is essential to examine them, so positive results can be
achieved.

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MARKET ENTRY STRATEGIES. 2018. [Online]. Available
through :<http://www.tradestart.ca/market-entry-strategies>.
The Scope of International Marketing. 2018. [Online]. Available
through :<http://www.businessstudynotes.com/marketing/international-marketing/
scope-international-marketing/>.