This report delves into the realm of international marketing, using Plum Baby as a case study. It begins by defining international marketing and its scope, emphasizing the rationale for businesses to expand globally and outlining various market entry routes, including franchising and exporting. The report examines the opportunities and challenges of international marketing, followed by a detailed analysis of market selection criteria, entry strategies (with advantages and disadvantages), and the evaluation process. It then explores the global versus local marketing debate, assessing when firms should adapt their marketing mix internationally. The report further examines international marketing approaches, competitor analysis, and strategies for organizational structuring to maximize international opportunities, culminating in recommendations for Plum Baby's global expansion. The report covers key aspects like market entry strategies, market evaluation criteria, the global versus local marketing debate, and adaptation of the marketing mix in diverse international contexts.