International Marketing Strategies for Homebase Group

This report analyzes international marketing strategies, focusing on the Homebase Group, a UK-based multinational organization, and its plans for global expansion. The report covers key concepts of international marketing, including its scope and significance, and explores the rationales behind international market entry. It delves into market selection criteria, various market entry strategies such as exporting, franchising, and licensing, evaluating their advantages and disadvantages. The report also examines the global versus local marketing debate, the adaptation of the 4Ps of the marketing mix in different international contexts, and competitor analysis. Furthermore, it discusses how organizations should be structured to maximize international marketing opportunities, providing a comprehensive overview of the challenges and opportunities associated with global market expansion. The report aims to provide Homebase with strategic insights for successful international market entry and sustained growth.

International Marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Scope and key concepts of international marketing..............................................................1
P2 Rational for an enterprise to want to market internationally.................................................3
M1 Opportunities and challenges that marketing internationally...............................................4
TASK 2............................................................................................................................................4
P3 Key criteria and selection process..........................................................................................4
P4 Different market entry strategies and its advantages and disadvantages...............................5
M2 Market evaluation criteria and entry strategies, and make recommendations......................6
D1 Critical evaluation of the international market......................................................................7
TASK 3............................................................................................................................................7
P5 Overview of the key evidences in the global vs local debates...............................................7
M3 Circumstances in which your client organization should adopt a global or local approach.8
P6 4P's of marketing mix differers in a variety of international context....................................8
M4 Way to adapt the marketing mix of organization in different international markets............9
D2 How the marketing mix is applied to a range of international contexts................................9
TASK 4..........................................................................................................................................10
P7 Different approaches of international marketing.................................................................10
P8 Compare between international and home orientations to assess competitors....................11
M5 Various marketing approaches and competitor analysis in relation to an organization.....11
D3 How organisations should be structured to maximize the opportunity...............................12
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
International marketing can simply be termed as the application of principles of
marketing to more than a single nation. However, known as global marketing, this outline
numerous marketing practices to more than one nation designing marketing mix and customising
this as per the preferences of the country. The foremost decision which any firm has to undertake
is whether to operate business internationally or organisation may require to globalise to owe
extensive domestic market shares. International marketing methods can help in emphasising
economies of scale, higher benefits opportunities and extensive share of market etc. The report
has developed over Homebase Group that is UK based multinational organisation. The company
is aiming over expanding their business at global market for increasing international recognition
and gaining more revenues (Akaka, Vargo and Lusch, 2013). The report will work over concept
and scope of selection procedure, global marketing in regard of carrying out the marketing
strategies to enter in new international evaluating its demerits and merits. It will discuss the
marketing mix and determine different strategies or approaches that can be adopted by enterprise
for deploying significantly at the global market.
TASK 1
P1 Scope and key concepts of international marketing
International marketing can be defined as framework of rules, institution and process
associated with the services and goods exchange between the company and individual. A market
can be termed in distinct manner, involving by consumer, geography, commodity or even
consumer's behavioural trait. Hence, in brief, international marketing can be termed as external
international borders of a nation. Key distinguish between the domestic and international
marketing terms is that marketing practices incur in more than one country. Homebase has
expanded its business across United Kingdom and Republic of Ireland (Bertoli, 2013). The
company is planned to deploy its in France in regard of achieving large market share. The
company will support in leveraging assets, experience and service into the international trade.
Key Concept of International Marketing: Some certain concept of global marketing i.e.
essential for business, are needed to identify by Homebase to form business in different markets
types. Here are set some certain aspects:
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 Global Marketing: It is paramount of Homebase in regard of attaining service at national
level. Globalisation: It is another international marketing concept that carry out distinct
communication means such as social media, print etc. Export Marketing: In this stage, company mainly focus over products transportation and
in distinct trade (Chung, Lu Wang and Huang, 2012). Multi-domestic Marketing: As per this, operations and business activities extend
activities at global level. International Market: The concept is fundamental for Homebase in order to create
global recognition. By this, they need to export and import their services to distinct
clients and branches.
Scope of International Marketing:
It is needed to consider to employ global marketing method that consist of high scope in
business, nowadays. Due to different strategies of marketing, deployment has confined within
borders of nation. Here are discussed some certain scopes that are determined for Homebase
expansion in France: Exports: It is just similar for the nation as this is for brand. Organisation need to export
their finished services and product at global market in regard of deploying their brand
recognition overseas. Imports: It is essential for international marketing of business in which specific product
is purchase form certain nation along with selling them in other market in disciplined
manner (De Langhe and et. al., 2011). Homebase can deliver more distinct service by
importing in-demand products and effective services to clients. Joint-venture: In this, more than two brands comes under this to enter a new
marketplace. The benefits, losses and investment initially determined in specific values
and time period. It is fundamental for business to emphasise focus over obstacles and
scope to enter into new market. Such as Vodafone and Telefonica applied to share
organisation's mobile network functioning business as joint-venture.
 Fully Owned Manufacturing: According to this method, business operate numerous
activities or operations in the host country or deploy in global market. This is required by
the different resources assistance such as land, advanced technology and manpower etc.
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P2 Rational for an enterprise to want to market internationally
Organisation Rational: According to this, organisation such as Homebase can develop
and improve opportunities for longer period. In regard of this, increase amount of sales, achieve
more global potential service user along with building a proper international recognition,
Homebase is deploying their business at international market (Fletcher and Crawford, 2013).
Having business overseas is more fundamental decision that can assist in transforming the
existing business practices. This can assist in diversifying risks, enter in untouched market,
improving brand awareness etc. For Homebase, firm can utilise distinct business route that are
more appropriate and suitable for expansion of organisation. Here are discussed some of those: Exporting: By direct and indirect exporting framework, company can function their
international business platform. Direct exporting techniques whereas is more direct that
organisation organise activities on their own whereas indirect exporting deliver greater
monitor over brand operations overseas. It can aid increasing sales and revenues along
with supporting attaining short or long term objectives. Joint Ventures: These are associated to brand equity that a firm has set agreement with
other business groups operating entire new business proportion. It is fundamental and
beneficial company's part that function their operations to develop. So as outcome, more
sales and revenues can be reached by helping which can reach consumer's domestic
items. Direct Investment: It is more significant and efficient development part of Homebase.
Company can invest in other countries which can direct to more sales and revenues in
the market share (Gilligan and Hird, 2012). According to demands, it assist in deliver
value added quality and render service cost to consumer.
 Franchising and Licensing: This is required and essential for each company to
penetrate in new trade. By this, organisations can opt name, trademark, business
processes while assisting in sale.
This, Homebase can enlarge their reach overseas and can earn more benefits and
revenues by utilising suitable strategies i.e. importing or franchisee helping in reaching
determined outcome.
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M1 Opportunities and challenges that marketing internationally
Numerous issues can be identified along with growth opportunities for a business
enterprise while expanding their enterprise. Homebase is designing a plan to deploy their
business in France attaining their objectives and revenues amount in effective way. Company
might have to face issues such as managing recognition in international market, infringement or
IP rights, reputation management etc. In case of imbalance in these aspects, Homebase can ruin
their recognition in the other country (Malhotra, 2011). Also, organisation availed several
different opportunities through employing global marketing and business operations such as
emphasise productivity, global recognition, branding of services or enterprise itself etc. By
proper adopting of business strategy, company can resolve their issues in more significant
manner. Different strategies of market can support different opportunities and limitation that
Homebase need to outline while developing their business internationally.
TASK 2
P3 Key criteria and selection process
A local organisation need accurate plan and demonstrate before extending or designing
operations in another nation while fattening their business. Certain process of basic evaluation
needed to execute by companies such as Homebase while widen their reach at international
platform. By the help of this, regulations and policies determined by state of other nation needed
to be followed through organisation while extending business overseas. Here are discussed some
factors that are mandatory to use briefed under: Culture Factor: Many components of culture need to evaluate like preference, language,
age, regional values, consumer habits, demographics etc. Economical Factor: Economical and financial factors of nation such as authentic class
structure, income per capita, supply and demand, financial and banking transactions etc.
 Political and Legal Components: Different political and legislative aspects like licensing
and business permits, tariffs, taxes, currency risk fees etc.
Hence, these are needed to outlines while executing a proper business plan for global
expansion and marketing by Homebase (Paliwoda and Thomas, 2013). There are certain process
including five main analysis processes for proper operations management in host nation
discussed as below:
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Stage 1: Country's Identification
In this phase, nation in which expansion is undertaken is determined along with their
culture, preference, consumer demands, choice, religion, political aspects, ideologies, language
and many other components evaluation in regard of creating feasible and sustainable plan.
Homebase has determined to retail far to France (Ringle, Sarstedt and Straub, 2012).
Stage 2: Plan Screening
After projecting process of initial screening, comparative evaluation and evaluation of
key elements are conducted that can impact over business like macro-economic elements such as
domestic consumption level, currency stability etc. Homebase need to identify issues associated
with political instability in France.
Stage 3: Extensive Analysis Screening
For employing more feasible plan and undertaken effective decisions, market is
evaluated before extending. This evaluate elements of France markets such as distribution
methods, charged cost, communication methods, product adaption, market segments etc.
Stage 4: Ultimate Selection
Under this, potential nation is enrolled for future process. Homebase analyse major
competitors such as Tesco, Carrerfour etc. including domestic and global companies to meet
marketing goals.
Stage 5: Direct Experience
It is fundamental in which individual experience is presented. Manager analyse different
aspects of France including business practices, location, culture etc. by their own. They aim over
taste, behaviour, individual culture, experience of France to attain sales and revenues
significantly.
P4 Different market entry strategies and its advantages and disadvantages
Market Entry Strategies: A company can utilise distinct market entry approaches and
strategies in regard of diversifying business at global marketplace (Samiee and Chabowski,
2012). Many components that are needed to outline for reaching global market to reach
determined result. Homebase need to analyse demerits and merits of those activities for
employing most appropriate on regard of firm:
Exporting: This is a framed and traditional functioning part as well as business operating
framework at international market. This can assist in setting the marketing products that can opt
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in producing services in other countries. This outlines components such as distribution, cost,
promotion etc. For e.g. Homebase export their services and commodities in France by the
assistance of exporting entry approach. Merits: Exporting support firm by acquiring global bazaar before giving their investment
on different services along with reduce uncertainness of operation etc. Demerits: It reduce costing of services and uncertainties often non-paid.
Franchising: This consist of two key players i.e. franchisee as well as franchisor. It assist
n improving meeting and business success (Terpstra, Foley and Sarathy, 2012). According to
distribution segment, franchisor are key supplier along with franchisee use trademark for product
distribution in more disciplined manner. e.g. McDonald has expanded business through
franchisee methods. Merits: Employment freedom and dependence along with delivering verified trademark.
It reduce failure uncertainties. Demerits: It is complicated, risky and expensive techniques which is less beneficial for
small organisations.
Licensing: It can be termed as global operation approach whereby the organisation in
specific state to permit organisation in another nation to utilise processes, production, trademark
and many other. For e.g. Pizza hut is one if this best example of this approach. Merits: It is efficient way to diversify business in international market that can assist in
availing interest of partner and relating parent company.
 Demerits: It consist of reserved involvement to weight and length of specific process and
service trademark etc.
M2 Market evaluation criteria and entry strategies, and make recommendations
Organisation is enlarging their reach to France to create better recognition and wide reach
of market. Organisation is focusing over lower and middle class consumer for trading their
products. Despite this, company can achieve objectives by utilising licensing, franchisee and
joint venture technique to improve business. Thus, company should implement better strategic
outcome and coordinate suitable evaluation of market in relation of attaining target. Homebase
long for extend their market through opting licensing, joint venture and franchisee technique to
evolve. Company has planned to dilate in France as it is part of EU which would be more
convenient to export services. Numerous approaches such as import, joint venture, export etc.
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which is leading to other theories and practices exist within workplace helping in business
enhancement.
D1 Critical evaluation of the international market
As per the views of …, this can claimed that global marketing can aid in attaining
objectives of business significantly. Numerous techniques and methods of expanding and
entering new market of business opted by Homebase in regard of attaining vision and target
(Whitelock, 2013). By setting target group, market analysis, expansion techniques, firm can
attain expansion. By managing numerous methods and adapting techniques significantly. Thus,
this can affirm that among numerous strategies and activities of global marketing, most suitable
methods is franchisee and joint venture that can be opt to reach extreme market reach.
TASK 3
P5 Overview of the key evidences in the global vs local debates
Techniques of marketing differs as per distinct organisational types. Firm has different
recognition and perception while functioning business activities. Homebase require to discuss
key difference between international and local market for attaining their objectives:
Global Debate: International company's recognition refrain distinct from domestic and
local recognition. In this level, company has to plan effective and proper design of business plan
along with other strategies through which business objectives can be achieved. Political
environment are created of numerous components as democratic, environment and CSR
practices. Company need to maintain strong appearance accordingly. Numerous elements of
environment needed to analyse in France through which creating of market share and products
can be attained (Yang, Su and Fam, 2012). Due to this, organisation make utilisation of distinct
marketing methods which remain associated with present market environment and condition.
Local Debate: At the local level, Homebase has developed their recognition of brand in
more suitable manner. Customers are more loyal and dedicated who deliver large scope of
market and made accessible domestic market. Homebase is one of leading supermarket in United
Kingdom i.e. designing enlargement in France. Economical and democratic structure change
impact on different operations. Recently, numerous historic changes in political component
happen in United Kingdom associated with Brexit. Homebase require to execute distinct
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methods and approaches like franchisee, joint venture, partnership etc. in regard of attaining their
objectives along with mind-set, consumer preferences and culture along with buyer's interest etc.
Major merits of multiplication organisation that are required to undertake distinct financial
efforts and investment in regard of exploring scope in business.
M3 Circumstances in which your client organization should adopt a global or local approach
Organisation utilise different methods and techniques of marketing that can help in
attaining the aims and objectives of business fundamentally. France's domestic business
environment consist of various competitor companies. Thus, it is essential to use effective
techniques of market entry such as franchisee and joint venture etc. in regard of achieving
mission and vision of company (Salehi and et. al., 2012). It is fundamental for firm to evaluate
and assess distinct circumstances and activities within the trade whether global or national
environment in regard of becoming more successful in foreign trade. It can help in developing
and employing competitive environment assisting organisation to increase distinct environment
of business. This, for accomplishing requirements and demands of Homebase, they can opt joint-
venture or franchisee approach managing market in relation of achieving objectives. According
to this, management resource can be availed but also deliver financial support when structuring
company according to different circumstances.
P6 4P's of marketing mix differers in a variety of international context
Marketing mix can be defined as paramount activity for business expansion in the
commercial sector. It is one most fundamental and effective approach carried out for business
expansion at international market. It generally consist of four main elements i.e. promotion,
distribution, product and price etc. which need to identify for attaining market trends and taste
which is discussed as below:
Marketing mix
Elements
Description
Products: General marketing concept need more unique service to trade their product in
target market. Basic concept of marketing require unique products to sell
their service in target market. In the global market, business organisation can
deploy their entity so they need to manufacture large products and service
amount. In this manner, they can make evaluation of preferences and taste of
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global consumer (Yang, Su and Fam, 2012). For e.g. if consumer doesn't like
veg products that company will focus over more non-veg services.
Price: It is fundamental aspect of organisation for maintaining for maintaining
efficient product cost strategy effectively. Homebase use Bulk pricing method
which is useful and beneficial for company in regard of earning revenues
along with helping in attainment of market.
Promotion: It is significantly vital which needed to imply such as executed through every
company for attracting more consumer number in relation to their services
and products. Companies such as Homebase can opt social, print and
electronic media through investors, fund provider ad other sponsors which
can aid in introducing and framing information conveyance of company
message.
Distribution: Distribution is as important to manage as other aspects of business. Homebase
can opt in regard of ascertaining whether the product acquire in specific
destinations within the basic time period. Such components involve
utilisation, warehousing, transport and other communication etc. It can assist
in business objectives by helping according to demand of client.
M4 Way to adapt the marketing mix of organization in different international markets
Wile framing and introducing a new organisation, products or service into the new
market, company can utilise marketing mix standard employing the analysis to carry out
effective operations of business (Jeong and Jang, 2011). It is needed to undertake that proper
execution of numerous components of marketing mix is done to fulfil project requirement. Also,
company can execute the practices by organising PESTLE evaluation assisting Homebase as
well. Marketing mix approach is not only use for reaching set outcome of business but also
deliver opportunities of expansion whether in the country or on the international platform. It is
required to go through accurate marketing mix to consider as well as attain demands and
outcome of expansion accordingly.
D2 How the marketing mix is applied to a range of international contexts
As per the views of …, several marketing mix components can be implemented while
planning strategy and developed plan in efficient manner. Organisation can attain their aims,
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maintain key elements along with reaching to their aims by coordinating of marketing mix. By
executing mix, Homebase, the organisation can effectively deploy their business in France's
competitive environment. It can help in considering the present market trends evaluating distinct
activities in more adequate way.
TASK 4
P7 Different approaches of international marketing
International marketing affirms to cater by business across country and overseas. It
consist of planning, execution, pricing, promotion and distribution of ideas and desired to satisfy
an individual. Company can deliver various strategies in regard of attaining demands and interest
of customer through Homebase in efficient manner. Here are discussed major two approaches at
global marketing:
Product Approach: As per this international approach of market, company require to
focus on the product i.e. merchandising at the international market. According to this, Homebase
will be merchandising more categorises products in supermarket to evaluate the needs and wants
of people (Jeong and Jang, 2011). But in regard of evaluating issues emerging in company,
sources and condition are being executed and outlined various other practices.
Institutional Approach: It is global marketing technique is generally focus over retailer
analysis, importer and middleman etc. who are engaged in the marketing of product. It is also
famous as the middleman techniques deliver authentic solution in relation of different
organisational circumstances.
Functional Approach: This method deliver distinct functions essential for marketing
purpose. It is distinguished into different segments including pricing, selling, product designing,
purchasing etc. It is also outlines several practices which can utilise through manager's
organisation delivering products and services at international level.
Competitor Analysis: Despite of discussed approaches, it is essential for company to
carry out France's retailing industry analysis to understand international and national
supermarket. Organisation has various competitors i.e. Asda, Waitrose, Sainsburry etc. who has
approximate 30.6% market share. Organisation has been dealing to build new products and
innovative methods to deliver online service in regard of achieving success criteria. Homebase
will assess major market share aspects, analysing reason behind their evaluation of business for
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