International Marketing Plan Adaptation: Presentation for BOD

This presentation, prepared for a BTEC Level 5 Higher National Diploma in Business unit on International Marketing, analyzes key concepts and strategies for businesses operating in the global market. It begins with an introduction to international marketing, defining its scope and outlining essential concepts. The presentation then explores various routes for entering international markets, including direct and indirect methods, and examines different entry-level strategies with their advantages and disadvantages. A central focus is the global versus local debate, addressing the adaptation of marketing policies. The presentation also covers product, pricing, and distribution approaches, culminating in a critical evaluation of various strategies, including recommendations for effective international marketing. The presentation is designed to be delivered to a Board of Directors and senior management, emphasizing the organization and evaluation of marketing efforts in international contexts, and is supported by references to relevant academic literature.

INTERNATIONAL
MARKETING

TABLE OF CONTENT
• Introduction
• Key concept and scope of marketing internationally
• Scope and key concepts
• Routes for International Marketing
• Entry level strategies
• Global vs Local debate
• Production, pricing and distribution approach
• Critical evaluation of the various strategies
• Conclusion and Recommendation
• References

INTRODUCTION
• An activity of marketing occurring across the international or global boundaries are
termed as international marketing.
• In order to fulfil the customer needs and requirements, international marketing works
with the objective of exchanging goods and services across the international borders.
• Analysing about foreign countries along with the identification related to target market
are considered under international market

Key concept and scope of marketing internationally
• Marshfield Bakery Limited: It is established in the year 1984, and it is established by
Lynne and Paul White. Various range of bakery products are manufactured here like
breads, biscuits, pancakes, fruitcakes, pastry and several more stuffs
• International market: A system which includes selling of goods and services outside the
national border are termed as International Market. A market which is settled outside the
national boundaries are termed as international market (Narteh and Acheampong, 2018).

The scope and key concepts which international
marketing is imposing
Scope:
• Exports
• Imports
• Fully owned manufacturing
• Joint venturing

CONTI…
Key concepts
• International trade
• Comparative marketing
• Time consuming and extended
• Long Term planning
• Dominance of developed countries MNCs
• Trade Barriers
• Advanced Technology
• Foreign exchange Regulations
• International Organization
• Sensitivity

Routes for International Marketing
• There are varieties of methods and ways or
route, which are available for the business
through which the businesses can debut in the
international market place. Organization can
chose the most effective methods according
to their convenience for entering the market
internationally. The methods are listed below
• Direct Methods
• Indirect Methods

Entry level strategies for international market along
with the advantages and disadvantages
• Market entry strategies
• Direct export
• Licensing
• Franchise
• Partnership
• Acquisition

GLOBAL VS LOCAL DEBATE
• The global Vs Local debate on various
adaptations and marketing policies has
sparkled over the years.

PRODUCT, PRICING AND DISTRIBUTION
APPROACH
• The use of different components
for the marketing of the product
in the international market is
useful in establishing the
business more efficiently and
increase the profitability.

Critical evaluation of the various strategies which
should be adapted for marketing internationally.
• The system which prefer the selling of goods and services outside the home country is termed as
International Market.
• In order to expand the Business internationally or expansion of awareness related to products and
services of organization in specific international market, Business organization must adapt efficient
and competent strategies for marketing

CONCLUSION AND RECOMMENDATION
• As per the above report, It is concluded that the tricks and method which are used by the
organization to promote or market their goods and services in outside the residing countries is
termed a International Marketing.
• Licensing, importing, franchising, exporting and online sales are some of forms available.

REFERENCES
• Allman, H.F., Hewett, K. and Kaur, M., 2019. Understanding cultural differences in consumers’
reactions to foreign-market brand extensions: The role of thinking styles. Journal of International
Marketing, 27(2), pp.1-21.
• Boehe, D.M. and Becerra, M., 2022. Market entry into new export markets: When are firms more
likely to imitate their competitors’ market presence?. International Business Review, p.102012.
• Boso, N., Adeleye, I., Ibeh, K. and Chizema, A., 2019. The internationalization of African firms:
Opportunities, challenges, and risks. Thunderbird International Business Review, 61(1), pp.5-12.
• Buccieri, D., Javalgi, R.R.G. and Gross, A., 2021. Innovation and differentiation of emerging
market international new ventures the role of entrepreneurial marketing. Journal of Strategic
Marketing, pp.1-29.