International Marketing Report: Wallis Retail Ltd's Global Expansion

This report provides a comprehensive analysis of international marketing strategies, focusing on the case of Wallis Retail Ltd, a UK-based retailer. The report begins by defining international marketing and exploring key concepts such as export marketing, global marketing, and domestic marketing. It then examines the rationale for organizations conducting international operations, including understanding market changes and expanding consumer bases. The report also details various market entry routes, such as direct and indirect channels, and provides an analysis of criteria for selecting international markets, with South Korea as a case study. It outlines the selection process, including country identification, preliminary screening, and in-depth screening. Furthermore, the report discusses different market entry strategies, including import/export, joint ventures, and fully owned manufacturing, offering advantages and disadvantages for each. The report concludes by highlighting the benefits of international marketing and recommending joint ventures as a preferred market entry strategy. The report references various academic sources to support its analysis.

International Marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Analyse the scope and key concepts of international marketing..........................................1
P2 Rationale of organisation for conducting operations at international level and routes for
market entry................................................................................................................................2
TASK 2............................................................................................................................................3
P3 Key criteria and selection process to use while entering in international market..................3
P4 Different market entry strategies with advantages and disadvantages..................................3
CONCLUSION................................................................................................................................4
REFERENCES................................................................................................................................5

INTRODUCTION
International marketing refers to the process through which marketing activities are doen
at global level. Marketing is the process through which information about product and services
are conveyed to people residing in society. So in international marketing. This is done at
international level to make brand known to people. This report is based on Wallis Retail Ltd.
This is the organisation which offers women stylish casual clothes. This association has head
quarter in London, UK having head quarter in 2001. In this report, there is discussion about
scope and concept of international marketing, rationale of conducting operations at international
market and routes to enter in market, criteria and selection process considered for entering in
international market. At last it provides information about advantages and disadvantages of
market entry (Papadopoulos and Heslop, 2014).
TASK 1
P1 Analyse the scope and key concepts of international marketing
International marketing is the process through which there is proper planning and
organising operations for conducting marketing at global level. This is the way through which it
is easy to provide information about product and services to consumers. This helps to enhance
sales and profits of Wallis Retail Ltd. Concept of international marketing is discussed as under-
Export marketing- This is the marketing in which export business operations are done in
order to enhance consumer base for future. In order to get success in export marketing, mangers
of Wallis Retail Ltd. Has to communicate with local vendors of the society.
Global marketing- There are possibilities atht there is more demand of new products and
services in other country, so in this case global marketing is done. With this marketing, demand
of products offered by Wallis Retail Ltd. Increases. For examples: managers are of Wallis Retail
Ltd. Are marketing their product in UK and Asia, then there is difference in demand, so it is
important to consider it and then provide product and services (Vellas, 2016).
Domestic marketing- This is the marketing in which advertisement of products and
services is done in same country. This is way to make dresses offered by Wallis Retail Ltd.
Famous in the country. For instance: advertisement through television, hoarding, etc. are used to
provide information about new arrivals to consumers.
Scope of international marketing is as under-
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 With international marketing, it is is easy for Wallis Retail Ltd. To increase consumer
base. When business of Wallis Retail Ltd. Operates at new land, then marketing helps to
communicate with large number of people.
 It also helps to compete with local brand of specified area. For instance: managers
operates business in South Africa, then there are some brands which are existing there. So
with marketing, they are able to compete with them.
P2 Rationale of organisation for conducting operations at international level and routes for
market entry
There are different reasons for which organisations market them at international level.
Some of the rationale are discussed as under which are fruitful for Wallis Retail Ltd.-
 With the help of international marketing it is easy to understand changes which are taking
place in external market such as trends, consumer demand, etc. If managers of Wallis
Retail Ltd. Wants to expand in international, then with the help of marketing they can
communicate and reach more people (Morschett, Schramm-Klein and Zentes, 2015). With the help of international marketing, it is easy for Wallis Retail Ltd. To adapt
changes which are taking place in market. This makes them competent to other firms of
the market.
Routes for market entry
Managers of Wallis Retail Ltd. Are thinking to launch there business in South Korea, so
they can use following routes to get better outcome- Direct channel- This is the channel through which enter can be done with the help of
shops, website, exhibition, etc. These are the ways in which managers of Wallis Retail
Ltd. Have direct contact with consumes and possibilities of mediator is nil.
 Indirect channel: This refers to the method in which there is a representatives who
perform operations on the behalf of Wallis Retail Ltd. On foreign land. This includes
sales agents, franchisees, distributors, etc.
In order to expand at South Korea, indirect channel is best because this makes other
organisation to work on behalf of Wallis Retail Ltd. who have complete knowledge about
geographical region (Cavusgil and et. al., 2014). So possibilities of getting positive outcome is
more.
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TASK 2
P3 Key criteria and selection process to use while entering in international market
There are some criteria which are considered by managers of Wallis Retail Ltd. in order
to select best place for expansion at international market.
Development of population, economic growth of country, market system, producers and
traders, infrastructure, society, demand of products, legal restrictions, etc. These are the some
criteria which helps to expand at international land. While selecting South Korea, all these
factors are analysed. With analysis it is identified that there is demand of women clothes,
infrastructure of society is good, people are ready to avail services and product from new brand,
economic growth rate is good and legal structure and restrictions are not much. So all the aspects
are positive. Hence this place is selected for expansion (Skarmeas, Zeriti and Baltas, 2016).
Selection process for choosing international market for expansion
There is a process through which international market selected for expansion. Steps
followed by Wallis Retail Ltd. Are discussed as under-
Country identification- In first steps, number of countries are selected after analysing all
the factors which are discussed above. In this steps, Japan, China, South Korea, etc. are countries
which are chosen.
Preliminary Screening- In this step, all sorting is done among countries. In this step
some countries are rejected because of non fulfilment of criteria.
In- depth screening- After preliminary screening, in- depth valuation is done. This is the
way through which proper screening is done about availability of resources, population, demand
of product and services, buying behaviour, etc.
Final selection- After final screening, final submission is done. This is the step in which
destination is finalise (Shenkar, Luo and Chi, 2014). If in this step wrong destination is finalise,
then this affects growth and development of Wallis Retail Ltd.
Direct experience- At last, this is the stage in which execution is done. In this step,
business expansion activities are started for South Korea.
P4 Different market entry strategies with advantages and disadvantages
International marketing have there positive impact on performance of the company. If the
strategies adopted by them according to internal as well as external market. In this there is
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various way from which Wallis retail Ltd Wallis retail Ltd Wallis retail Ltd can enter in the
market. Various way to enter in the market is explain below:
Import and export: This is the way of entering in foreign countries by started selling
the good and services through agent and companies. For instance If Wallis retail Ltd use this
then they have advantage that the more revenue would be generated. If Wallis retail Ltd use this
there is an disadvantage of this route is high tax rates which affects profits of Wallis retail Ltd.
Joint venture: This is the approach in which two and more company comes together to
sell its product in the market. For instance if Wallis retail Ltd use this the is advantage of high
profitability, if Wallis retail Ltd use this then there is the disadvantage high risk in the market
(Jean and. et. al., 2016).
Full owned manufacturing: In this if Wallis retail Ltd long term strategies related to the
country then they have visiting full owned manufacturing . For instance if Wallis retail Ltd use
this they have advantage that profit good to single owned person. If Wallis retail Ltd use this
then there is the disadvantage of trade barriers and cost of production.
From the above discussed entry strategies , join venture is consider as the best strategy
because the part of profitability is high. This is the combination of two or more companies.
CONCLUSION
From the above discussion, information about different marketing such global marketing
is enhanced. Scope with international marketing is also enhanced. Increment in consumer base,
competition with other brands are possible with advertising at global level. Indirect route is best
for organisation because this is cheap and less risky. Above discussed some criteria such as
buying behaviour, legal restriction, etc. are studied. There is discussion about specific steps
through which they are able to select best destination for expansion. At last best route for enter in
internation market is discussed i.e. joint venture is best.
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REFERENCES
Books and Journals
Papadopoulos, N. and Heslop, L.A., 2014. Product-country images: Impact and role in
international marketing. Routledge.
Vellas, F., 2016. The international marketing of travel and tourism: A strategic approach.
Macmillan International Higher Education.
Morschett, D., Schramm-Klein, H. and Zentes, J., 2015. Strategic international management (pp.
978-3658078836). Springer.
Cavusgil and et. al., 2014. International business. Pearson Australia.
Skarmeas, D., Zeriti, A. and Baltas, G., 2016. Relationship value: Drivers and outcomes in
international marketing channels. Journal of international marketing.24(1). pp.22-40.
Shenkar, O., Luo, Y. and Chi, T., 2014. International business. Routledge.
Jean and. et. al., 2016. Assessing endogeneity issues in international marketing research.
International Marketing Review.33(3). pp.483-512.
Online
Choosing the right route to market. 2019. [Online]. Available through:
<https://www.marketingdonut.co.uk/marketing-strategy/exporting/choosing-the-right-
route-to-market>.
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