International Marketing Report: Arcadia Group Analysis and Strategies

This report provides a comprehensive analysis of international marketing, focusing on key concepts, market entry strategies, and the global versus local debate. The report begins with an introduction to international marketing, defining its scope and importance for businesses like the Arcadia Group. It explores various routes to market, including strategic alliances and direct exporting, and examines the rationale behind firms expanding globally. The report then delves into the market selection process, outlining criteria for country identification and screening. It compares different marketing strategies, such as joint ventures and buying firms, discussing their benefits and drawbacks. Furthermore, the report analyzes the arguments in the global versus local debate, examining how product, pricing, promotion, and distribution strategies differ across international markets. Finally, it assesses various international marketing approaches and compares home and international orientations, concluding with a summary of findings and references.

International
Marketing
Table of Contents

INTRODUCTION.......................................................................................................................................3
TASK 1.......................................................................................................................................................3
P1. Key concepts and scope of international marketing...........................................................................3
P2. Various routes to market and rationale for firm to want market globally..........................................4
TASK 2.......................................................................................................................................................5
P3. Key selection process to use when international market to enter.......................................................5
P4. Different marketing strategy along with benefits and drawbacks......................................................6
TASK 3.......................................................................................................................................................8
P5. Key arguments in global vs local debate...........................................................................................8
P6. How product, pricing, promotional and distribution approach differs in a variety of international
market......................................................................................................................................................9
TASK 4.......................................................................................................................................................9
P7. Analyse various international marketing approaches organisations...................................................9
P8. Compare home and international orientation and ways to assess competitors.................................10
CONCLUSION.........................................................................................................................................10
REFERENCES..........................................................................................................................................12

INTRODUCTION
The term international marketing define applications of a principle of marketing more
than a single country and it will be a helpful for economics of scale, benefit opportunity in
extensive share market where they can operate and undertake international organizations may
require their domestic market share (Bashir, 2019). It is very important for business
organizations that help in two different kind of goods and services for purpose of selling and
increase their profitability and productivity. For this assessment, selected organization is Arcadia
group which is largest size organization in UK and they can expand their business in
international marketplace. This report cover various topics such as key concepts of international
marketing, various routes to market can adjust, key criteria of selection process, different market
entry strategy, overview and arguments of global vs local debate, how pricing, product,
promotion and distribution are different from international market analyze, various international
marketing approaches and compare home and international orientation.
TASK 1
P1. Key concepts and scope of international marketing
International marketing can be determined that rules and regulation and procedure
associated with exchange of goods and services with another country as between the companies
and individuals. They can be term as external international border of a country which is a
domestic and international marketing term in terms of their more than one country. It is also
helpful or significant for the company to analyze their position formulate their planning and
designing which can be help to operate and regulate their businesses to the higher profits
(Baumgartner and Weijters, 2019)
Concept of international marketing
International marketing and several advantages to increase their profitability and
productivity in the business organization to accomplish their goals and objectives and potential
buyers are enhanced because they can increase their target market. Strategy of the strategic
alliances in other form to increase their international outsourcing advantage that is franchising
strategy which company gives to run their businesses on the basis of regulations and rules one of

the businesses is to write a name of the parent company. They can define their application and in
marketing is more than one nation that helps to operate the business organization and their
productivity and profitability. In case of Arcadia group, organization are using international
marketing that should be added different ways of promotional activities performed through their
target customers and increase their sales as well as their profitability.
Scope of international marketing
They need to consider that international marketing at high nowadays due to some
marketing exports as a strategy or something else and confined within border of nations (Cheung
and McColl-Kennedy, 2019).
Exports: Export of nation has depended upon the branded. Organization need to export
their goods and service in international market to regarding their deployed in brand recognition.
Joint venture: When two or more firms are enter into new firm and agreed to share all
profits and sharing all information related to their business organizations. Businesses are focus to
scope enter into new markets such as Vodafone, telephonic apply to share the organization
mobile network functioning of business.
Imports: It is very crucial for international or global marketing at business organization
that a particular product for purchase from another country is selling them in the other market. It
should be every discipline manner of Arcadia Group they can deliver their goods and services
important and demand product and effective services to its customer.
P2. Various routes to market and rationale for firm to want market globally
Their broad range of reasons by companies decides to enter into marketplace for goods
and services international and their wide range of rules adopted by organization to market their
products globally (Chiramba and Maringe, 2020). Marketing globally is a significant factor that
increases their growth and development of the different organization number of reason why
Arcadia group wants to enter into market internationally and have a different advantage and
disadvantages.

Reason to enter in global market
For growth and profit: Growth of organization and carries out a profit in terms of the
percent is a main reason that why company are extend and move on their business in the
international market place. It should be increased their brand value to increase sales or income of
the company.
High demand: They should be high demand of consumers for the product that should be
considered for rest of international marketing as a demand of goods and services. With context to
Arcadia group they can increase their international marketing by increasing their demand and
offering best quality of services to their customers that influence making decision to buy the
product (Kang, Son and Koo, 2019).
Various routes which were used for choose organization for international marketing of
sales for goods and services which are described below:
Strategic alliance: Strategic alliance is a main activity of business organization that will
be needed for developing successful business growth and the organization has a good designing
it will be entered into international market to increase their promotion activity increase the
property have been presented by formulating a study that is an increasing number of customers
and productivity.
Direct exporting: This can be defined that direct exporting for making an effective
strategy which can be used for global market in the higher profit and productivity. In case of
Arcadia Group, that they want to increase their commercial activities in business organizations
for Africa and America to sell their goods and services in a very effective manner (Knox,
Kubacki and Rundle-Thiele, 2020)
TASK 2
P3. Key selection process to use when international market to enter
There are many selection processes which are adapted by the organizations under
consideration regarding their international market to enter key criteria of selection process which
are described below:

Country identification: It is the first step to identify their nation for particular area
which is required to establish their business organization and is important to select best country
and where they want to expand their businesses that support their established businesses. In case
of Arcadia group, organization is required select a best country so that that will be helpful to sell
their products and services (Lenglet and Mencarelli, 2020)
Preliminary screening: This type of process is required for global marketing that will
help you to operate their business organization and choose their profitability. Arcadia group is
running their international countries such as Australian, Africa and America which helps to
operate and increase their sales of the organization.
In depth screening: Management or organizations require a deeply screening about
market was started the business. Arcadia group of exchange their analysis growth rate, political
stability, gross domestic product and economic rate to support develop their business and
manage effectively.
Find a selection: This process to find a selection by analyzing some decision in the
business operations and Arcadia group for selecting a particular country for purpose of their
goods and services to increase their sales and income.
Direct experience: This can be explained that particular selected country at global
marketing to their businesses group using this stage of their general direct experience and
monitoring their profitability for using this stage by selecting Australian country where it has to
be decided to global marketing performance in their business organization.
P4. Different marketing strategy along with benefits and drawbacks
Market entry strategy which is related to such approaches that allowed the business
organization to protect in the business activity this regard should be enabled their efficient
distribution of goods and services at the end of customers and both advantage and disadvantage
can be identified for managers to evaluate each technique (Li, Liu and Qian, 2019).
Basis Benefits Drawback
Joint venture Joint venture benefit is that
they can allow using their firm
Major disadvantages is there
misunderstanding is to be

capital to an optimum
utilization of resources which
both are responsible for the
failure which reduces their
burden.
difficult for business
organization and openly
gaining there without the
permission of others and is
raised to difficult for business
process into businesses.
Buying a firm It is also helpful to Arcadia
group for successfully carry
out their business operation
also helpful to increase their
sales and fulfillment of needs
of our clients. This
organization can use to
method enter into international
market to increase the sales
and income (Nilsson, 2019).
It is likely that employee of
the previous organization have
a low morale and reduced
their efficiency.
Direct exporting In case of Arcadia group there
are no intermediate that there
is the high chance of making
more revenue and gaining
consumer loyalty lower
expenses was their
profitability and protected in
these organizations that can
offer to sell their in the global
market.
Major disadvantages of direct
exporting is working to a
small level this app is not
appropriate for high amount of
funds and various efforts are
needed to maintain their
relationship with the wide
range of clients.
These entire approaches of Arcadia group can choose from suitable for joint venture
organization and new activities that can be easily extended their market in international place and
organization can handle various risk of any kind that can achieve their target to accomplish their
goals and objectives.

TASK 3
P5. Key arguments in global vs local debate
Business organization conduct various different task in order to accomplish their goals
and objectives and execution is carried out a specific for the particular way by enterprises. It will
also improve their efficiency of business enterprise that will help you accomplish their goals and
analyzing the global vs local reach is a relevant for administrator in international market
(Sarmento and Simões, 2019).
Global debate
 Business organizations are more resources for global level to raise their profits and it can
be opportunity to develop their business activity in international marketplace.
 It is important for entry to introduce innovation ongoing basis to a large number of
customers and changing their market trends according to customer needs.
 This is also helpful for the business organizations to increase their more revenue which
will generate for the success growth for a group will produce more income to extend the
connectivity in the international market place.
 It is more capable to diversify their commercial activities in business organization.
Local debate
 Local debate represent local market number of opportunities to be small and low
competition are arise in the marketplace that more income are generated for business and
for long-term survival in the business organization.
 It does not recognize that industry patterns and so are focus establish their establishing
and maintaining their relationship with consumer for long period of time (Septya, Taufik
and Yusuf, 2019).
 It is to be likely to produce a generate revenue but it is possible for business organization
to establish a positive image for the customers. Arcadia group create a positive image for
customers by competitors in the domestic market but cannot produce more profit.

P6. How product, pricing, promotional and distribution approach differs in a variety of
international market
Product: It should be define that many items are selling by the organization in a very
efficiently manage to increase their income and profitability and productivity in business
organizations for attaining their business goals they can be a global level management of these
are able to focus on goods and services that can filled their customer needs and wants according
their customer expectations. To the organizations they can define that international market of a
business are those services of their business opportunities and higher productivity (Sung,
Calantone and Huddleston, 2020)
Promotion: Promotion strategy should be adopted by many organizations that influence
the number of customers by managing all the activities and the in case of international market
that can use a different promotional channel which can help to reach the target customers to
develop their business effectively and efficiently. Arcadia group using different channel as a
social media, YouTube, Twitter, website and digital marketing that provide their right
information at the right time for their customers.
Price: Pricing strategy should be added to the organization in order to influence number
of clients should be adopted and for any organization. It is required to set affordable price of the
present study that they can help to attract more and more customers and attain their higher profit
and productivity in the business organizations. Arcadia group set a affordable prices for their
customers in the product which helps to attend their larger customers and encourage customers to
buy them product.
TASK 4
P7. Analyse various international marketing approaches organisations
Marketing approaches define that number of influence of clients through challenge
market in the business environment and that different marketing approach which is used by
organization for attain higher productivity and profitability in the international market (Bashir,
2019). If organization able to use free marketing approaches that will be used to increase their
brand image by enter into a international market. Different type of marketing approaches that
chosen organizations which are described below:

Traditional marketing approach: This type of approach is determined that all
organization are used for purpose to inform their number of clients are increased their
organizational sales. This method used by company want to run their business in international
markets have no desire to attain their profitability and productivity in the business organizations.
In case of Arcadia group by using that traditional promotions such as newspaper, magazine,
road transitions, that helps to avoid people about their products and services in their businesses.
Modern marketing approach: This type of approach consists that organization used to
promote their product in market to customer focused approach. It should be offline and online
promotion techniques used in a modern marketing in social media which are named as Face
book, Twitter, Instagram, LinkedIn, email marketing and given advertising on the internet to
attract more and more customers (Baumgartner and Weijters, 2019). To provide some
information which enables to maintain their relationship with their customers and it is very
helpful to increase their competition in marketplace. These technologies should be changing
trends and communication between firm and their target market.
P8. Compare home and international orientation and ways to assess competitors
Organization decide to extend their economic activity from domestic to international
market and it is a necessary to be carried out manager away for market to make informed
decisions and Arcadia group to expand their business transmitted to international market which
had to reach a large number of individuals. It is to be quite difficult for organization to conduct
cost, product, marketing delivery are key manager that company maintain relationship with the
marketing strategy where digital marketing techniques and carries a large number of consumer to
purchase product and services in case of Arcadia group to go internationally by knowing their
interest of customers was placed emotions with reference number of customers a portal with that
their profitability (Cheung and McColl-Kennedy, 2019)
CONCLUSION
From the above mentioned report, it has been concluded that international market focus
on reaching their targeting customers and it is important for effective market to help manage
operate this effectively. The route can go for globally for export and import mutual relations,

global vs local procedure to maintain their good relation and product, price, promotions are used
to grow their strategies and develop marketplace.

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