HND Business Unit 40: International Marketing Report

This report analyzes various international marketing approaches for organizations entering or expanding into new markets, comparing global and local marketing strategies. It delves into international market selection, entry modes like exporting, franchising, and joint ventures, along with their advantages and disadvantages. The report examines the selection process including objectives, parameters, screening, and test marketing. It investigates product, price, promotion, and distribution adaptations in different international contexts, using Amazon's entry into India as a case study. The report also explores ethnocentric and international orientations and provides ways to assess competition. The report concludes with a comprehensive overview of international marketing principles and practices.