International Marketing Report: Verdant Leisure Expansion Strategy

This report analyzes the international marketing strategies for Verdant Leisure, a holiday park company based in England, aiming to expand into the US market. The report covers various aspects of international marketing, including its definition, differences from local marketing, and key concept...Read More

International Marketing

Table of Contents
Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Current market as well as introduction about company.......................................................1
International marketing along with its difference with local marketing.............................2
TASK 1............................................................................................................................................3
P1 Analysis of scope as well as key concepts of international marketing............................3
P2 Explanation of rationale and description of different routes to market company........4
M1 Evaluation of opportunities as well as challenges which marketing internationally
presents company......................................................................................................................5
TASK 2............................................................................................................................................5
P3 Evaluation of key criteria as well as selection process to implement when considering
international markets to enter.................................................................................................5
P4 Explanation of various market, entry strategies, with advantages as well as
disadvantages.............................................................................................................................6
M2 Application market evaluation criteria along entry strategies as well as
recommendations......................................................................................................................8
D1 Critical evaluation of international market terms that consists of insight of company.
.....................................................................................................................................................8
TASK 3............................................................................................................................................8
P5 Overview of key arguments in global versus local debate...............................................8
P6 Investigation of how product, price, pricing as well as promotional distribution
methods that differs in a variety of international terms........................................................9
M3 Evaluation of circumstances in which company should adapt marketing mix of
company in various international markets...........................................................................10
M4 Identification as well as articulation in detail of about how to adapt marketing mix
of company...............................................................................................................................10

D2 Critical evaluation of how marketing mix is applied to range of international terms.
...................................................................................................................................................10
TASK 4..........................................................................................................................................11
P7 Explanation as well as analysis of different international marketing methods of
company that could adapt......................................................................................................11
P8 Comparison of home as well as international orientation along with ways to assess
competitors through outlining of implications of approaches............................................12
M5 Evaluation of various marketing methods along with competitor’s analysis in terms
of company along with recommendations in order to operate internationally.................13
D3 Recommendations on how company should be structured to maximize opportunity in
international terms..................................................................................................................14
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................16

INTRODUCTION
International marketing could be termed as a marketing activity that is performed across
different global limits. There are different kinds of international marketing such as exports,
licensing, investment and so on. As global marketing consists of major objective of building up
customer satisfaction across global limits. There are various factors that are required to be
considered in terms of carrying out international marketing which are cultural factors, legal,
economic and others (Stoyanov, 2021). This report is based on international marketing business
practices of Verdant Leisure which is a holiday Park company that operates in England and
wants to spend their business practices in international market. This report includes present
market along with introduction towards company, international marketing as well as
differentiation through local marketing, scope and concept of international marketing,
explanation of rational along with description of various routes to market, key criteria along with
selection process which are required to perform while considering international market, different
market along with entry strategies with their advantages and disadvantages, overview of key
arguments in global along with local debate, investigation of how product, price, writing along
with promotion distribution approaches which could difference in variety of international terms,
explanation along with an analysis of various international marketing approaches of company
which could be adapted by them, comparison of home along with international orientation with
various approaches for assessing computers by outlining of implication of methods along with its
conclusion.
MAIN BODY
Current market as well as introduction about company.
As Verdant Leisure is a holiday Park company that operates in England and wants to
expand business practices at international level by carrying out business practices in USA. As
company has maintained their position as an impressive li low customer service with a complaint
ratio of 0.8 % along with invested over 6 million in its portfolio over last two years. Which
company is having annual turnover which is to be estimated around 31 million. As company is
usually competitive along with having a strong management team that could be able to perform
international business practices by carrying out international marketing by having a full on action
of larger holiday Park operators.
1

International marketing along with its difference with local marketing.
As concept of international marketing basically termed to be an application of various
marketing principles which are carried in more than one country along with international
borders. It is majorly based on carrying out business practices through various local strategies
which had been focused on having a face of targeting along with taking or essential decision on
carrying out international basis (Kohli and Haenlein, 2021). It has been stated that international
marketing carries or operations as well as actions by which product as well as services are to be
marketed in international borders for enhancing their market areas. as in difference among
international marketing as well as local marketing which are as follows:
Basis Domestic marketing International marketing
Meaning It has been termed to be a
marketing section that has
geographical boundaries of
nation.
International marketing
define to a specific activities
in terms of production,
promotion, advertisement
across global borders.
Business
operations
While carrying out domestic
marketing all business practices
are to be performed in one
country.
In terms of business
operations it is performed in
more than one or more
country.
Technology
used
As when a business performs
domestic marketing company do
not implement hire technologies
in terms of carrying out the
business operations in one
country.
As while performing out
international marketing they
use effective and advanced
technology that could be
required to be expand their
businesses in other countries
as well.
Nature of
customers
As customers are from same
country and there is no type of
differences in customers taste
and preferences.
There are different variations
in customers tastes and
preferences.
2

TASK 1
P1 Analysis of scope as well as key concepts of international marketing.
International marketing could be termed as rules as well as process which is related to
services in terms of exchanging products among various countries. Market which could be
termed in terms of having specific way which consists of customers are considered to be an
international marketing. International marketing increases a scope of having intense competition
as well as higher profitability across global limits along with domestic market could be able to
build more low competence along with low profitability margin through minimum competition
as due to domestic business has an assisted target market.
International marketing: As concept of international marketing is a primary as well as
fundamental for carrying out product of company which are to be expanded in different countries
(Ferraro, 2021). As in terms of Verdant leisure marketing essentials is required to understand
business practices of company in order to perform their business practices across international
borders. As it consists of:
 Globalisation: It is a marketing concept for company which is involved in performing
out forward communication for relocating company into various countries.
 Export marketing: As this is considered to be a face of company where its main focus is
on having product as well as services in terms of transportation for relocating as well as
expanding company to other country for having their parks.
 Multi channels: It is performed according to help of operations as well as task that could
be beneficial to company for increasing their productivity through global world.
Scope of international marketing:
It is required in global marketing method which consist of higher scope in business. As in
present business days due to having various strategies of marketing as well as employment which
will be confined for carrying out business practices across borders of nation. In terms of verdant
leisure there are some discussion which are to be identified for expansion of company in other
country in USA.
 Exports: As it is similar for country by having considered off their brand. As company
requires to be finished their product as well as services in global market in terms of
deploying their Park services for creating out a recognition.
3

 Imports: As it is important as well as necessary for company e for performing out a
particular product as well as services that are to be provided to customers of specific
country (Gao, 2021). As in terms of sales of services as well as product in a systematic
manner of different countries Verdant leisure to have our home base of country that could
be delivered in terms of having various services of their parks for importing out their
services that could be demanded towards impact of customers.
 Joint venture: As in this characteristics of more than two company could come under
while launching a new business practice in to market. As it is beneficial in having losses
as well as investment which is initially carries and analysis of special values as well as
time period which is to be provided by verdant leisure. As it is considered to be a basic
and primary fundamental element for carrying out business practices at international
level.
P2 Explanation of rationale and description of different routes to market company.
As in terms Verdant Leisure it has been determined true satisfying customers demand in
terms of increasing their size as well as growth in international market by establishment of their
parks. As some of main reasons which is implemented while expanding business practices in
international marketing are as follows:
 Increase in number of sales: As international marketing is a technique which helps in
implementing and using various business practices through across global borders. As
verdant leisure could use international marketing for attracting more customers in their
parks so that they could be able to provide them effective services and their sales could
be generated.
 Emerged markets: As carrying out business in in United Kingdom it is considered to be a
centre of education as well as other businesses for increasing their market size as well as
other practices so it is helpful for word and leisure to carry out their business in USA
while working in United Kingdom for accomplishing their business goes as well as
increasing their size.
M1 Evaluation of opportunities as well as challenges which marketing internationally
presents company.
It is associated with all uncertainty is as well as challenges which could be revealed
(Abdullahi, Kilili and Günay, 2021). As in terms of Verdant leisure sum of opportunities as well
4

as challenges that could be faced by a company in terms of carrying out international marketing
are as follows:
 Structured international Company: As considered to be an objective of having
competitive business practices that are performed globally as structure of company could
be helpful forward and pleasure to increase their staff members as well as employees in
performing out international practices.
 Foreign laws as well as regulations: As it is used by company in terms of having
structure in place as well as for gaining out comprehensive understanding of local laws as
well as regulations which could be performed by them in order to increase value of
customers.
TASK 2
P3 Evaluation of key criteria as well as selection process to implement when considering
international markets to enter.
There are different methods of selection process which could be used by word and pleasure
in order to select a right place and location for company in order to perform international
marketing (Amin, 2021). As there are some key criteria where company could be monitored at
time of selection which are as follows:
 Market as well as environmental analysis: As it is essential for company to understand
market environment along with customer demands of various countries. It is considered
to be factors which impact objectives as well as goals that are being determined by
company for reducing negative outcomes in terms of carrying out international
marketing. As for analysing environmental analysis for Verdant Leisure PESTLE
analysis could be an effective technique which could be used by company in order to
analyse various expectations of market surroundings of different countries.
 Differentiation analysis: As few unique selling proposition switch could be consisted by
company in terms of maintaining differentiation of the services that are provided by them
to customers as it helps verdant leisure in order to maintain their long-term sustainability
along with increasing their high level of competence in marketplaces for carrying out
international marketing. as well as it will also beneficial in terms of raising profit margin
5

of company in terms of their provided parks to customers which could be helpful in
attracting their offerings.
 Competitive analysis: As is said to be and other important factor which could be e use
and managed by word and pleasure in terms of carrying out their work that could be
relatable for determining competitive companies in terms of carrying out international
marketing business practices in USA. As it is better and effective to determine
competition in terms of parts which they are providing to customers that could be helpful
for company for identifying there are strong and weak points and for that it could be their
easier for Verdant Leisure to make strategies according to that so that their sustainability
could be maintain in expanding market practices (Acikgoz and Burnaz, 2021).
Process of market selection:
 International marketing: As this method as well as system is helpful in terms of
identifying objectives which are related to international expansion of Verdant leisure.
 Parameters of selection: As it is important for any business such as Verdant leisure for
analysing their availability of resources which could be used in terms of carrying out
global business environment (Moi and Cabiddu, 2021).
 Short listing of corporate market: As it refers to screening of markets that could be
helpful for company in terms of determining their market conditions that could be helpful
in terms of evaluating their completing of work services which are to be provided in a
particular situation to customers.
P4 Explanation of various market, entry strategies, with advantages as well as
disadvantages.
As by carrying out various implementation of different strategies as well as management in
terms of market which is capable for performing out various work in international level will be
helpful for companies to perform international marketing. In terms of Verdant Leisure these
markets by identifying their entry strategies along with their advantages and disadvantages are as
follows:
Licensing: As verdant leisure could use mode of licensing in terms of allowing their
company to different markets of country for availing their services as well as expertise to sell
their services under their company name in charge of having royalty as well as fees
(Bhattacharya, Kumar and Chattopadhyay, 2021).
6

Advantages:
 It helps in gaining extra opportunity in markets.
 It easy to enter in global markets.
 As risk consisted in business decreases.
Disadvantages:
 There is a higher probability of misusing of property at higher chance.
 There is intense competition that could be occurred in market share of various countries
for carrying out business practices.
Exporting: As Verdant Leisure could enter in international market of USA by having
exporting. As USA is having established base in terms of carrying out various business practices
that has opportunities for having success so for that company could be able to avoid
manufacturing cost in terms of services in parks.
Advantages:
 There are various opportunities which are present in order to explore various market of
USA.
 As economy of USA is high so it will be beneficial for company to perform their business
practices in terms of implementing their foreign exchange.
 As Verdant Leisure could be capable for generating competitive edge in markets.
 Expenses as well as involvement in USA is less.
 There is less manufacturing risk.
 As Capital in international marketing is not blocked.
Disadvantages:
 As there is a participation of company which is very limited.
 There various potential revenues as well as returns that could be lost (Trejo-Pech and
Thach, 2021).
 As it needs considerable findings as well as planning to licence company.
M2 Application market evaluation criteria along entry strategies as well as
recommendations.
As it has been evaluated that entry strategies benefits companies in terms of extending their
business practices. As in terms of Verdant Leisure entry strategies is helpful for company in
terms of increasing their thoughts for carrying out international marketing practices of UK as
7

well as in manner of moving towards markets of USA. As in addition it is a financial savy as
well as easy as a strategy which could be able to support company in terms of utilising their
services as well as other assets for having right advantage of company terms of providing
holiday parks to customers that could be helpful in terms of promoting them in a proficient
manner (Fong and Chang, 2021).
D1 Critical evaluation of international market terms that consists of insight of company.
As it is expanding in international market as well as business is trying to focus on securing
their business practices by carrying out financial as well as overlooking their characteristics.
Evaluated that it is considered to be a purpose of having analysis in international marketing
which could be carried out business of foreign countries which are working in United Kingdom.
As this is considered to be a factor of culture which is widely as well as fairly used as a concept
that could be defined to a culture as well as values in terms of carrying out business practices.
TASK 3
P5 Overview of key arguments in global versus local debate.
As in terms of worldwide companies which are presented to improve their services for
carrying out a productive manner for building up better customer satisfaction at the whole in
global market that could be helpful in raising their brands in international market. By promoting
as well as showing market as a worldwide factor it could provide permission to market in order
to implement various nutrients in terms of setting out innovation practices that are easily
identified by market. as by taking help of effective products as well as services that could be
produced in markets for developing company in an effective way (Sharma and Shrivastava,
2021). As in order to expand business practices at international level there are various nutrients
which could come up so that it could be helpful for company in order to promote global practices
if required.
As in terms of domestic market it sets out businesses in terms of determining their essential
customers which are required in terms of carrying out and dealing with various challenges that
could be performed during phase of expansion. As in this company do not contains various
options to improve their economies of scale as well as having other sides that could not be able
to grow in terms of global market in which products as well as services could be assessed at
lower prices along with its benefits in reducing company’s overall price as well as increase
8

different types of benefits. Along with that while searching at global face of marketing team it
could be able to revisit various marketing strategies for carrying out business practices (Ali and
Anwar, 2021). In terms of Verdant Leisure company always provides and keeps their brand in an
effective manner in terms of carrying out their services of holiday parks to customers for having
a regional and other facilities in terms of performing their international business practices with a
global idea.
P6 Investigation of how product, price, pricing as well as promotional distribution methods
that differs in a variety of international terms.
As each business implements different types of strategies while performing out business in
international market as well as it consists of differences that could be occurred as a market size
which could be relied on various components that could be able to create an impact for both
supply as well as demand of company. And areas that could be impacted generally created as a
supply chain along with having promotion as well as pricing along with market demand of
customers that could be helpful in sustaining their marketplace with in a quality terms. As in
order to have a successful as well as development business practices there are various strategies
which could be used by company in order to have a better customer satisfaction. Wrong with in
terms of demand of customers companies should be able to decide their target market which
could be planned in order to identify markets for providing services (Reimann, Carvalho and
Duarte, 2021). As business could formulate their strategies in a way that company could be able
to complete their work according to customers as well as distribution channel in terms of supply
of services could be effectively performed. As in Verdant Leisure company is maintaining their
pricing strategy by matching their prices along with picture of business by covering various
operational cost of their holiday parks. As with respect to having promotion strategy company
could implement a creative approach in order to improve their brand image along with using
different media channels for promoting their services.
M3 Evaluation of circumstances in which company should adapt marketing mix of
company in various international markets.
It is essential for business to identify a proper balance among global as well as local
markets so that it could be relied on company for having a marketing strategy. As there are
various circumstances that are required to be identified along with various challenges which are
to be reserve in order to expand business practices on international level so that company could
9

be able to continue their business operations at local level also (Ali and Anwar, 2021). As
Verdant Leisure is recommended to require a setup for having various strategies for creating out
and resolving various implication which are identified in terms of environmental analysis.
M4 Identification as well as articulation in detail of about how to adapt marketing mix of
company.
In international market it is essential to adopt various marketing mix for carrying out
various factors in form of product, price, place and others factors. AS international market is
basically about expanding at a higher rate by having prosperity of companies that could be
increased. As while performing out business at global level various modifications are to be
performed according to customers taste and preferences along with that various promotion
campaigns could be recommended to provide in terms of generating more customer base in order
to motivate their purchasing power.
D2 Critical evaluation of how marketing mix is applied to range of international terms.
It has been evaluated that marketing mix is applied and implemented at international level
by performing at various strategies that could be helpful in identifying various factors of business
that could be required by company at international level so that according to taste and
preferences of customer’s various strategies could be build and company will be able to perform
their business practices effectively (Christofi, Iaia Marchesani and Masciarelli, 2021). In terms
of Verdant Leisure helpful for company to determine their marketing mix so that various
strategies could be applied according to customers taste and preferences in order to maintain
their position in international market level.
TASK 4
P7 Explanation as well as analysis of different international marketing methods of
company that could adapt.
Global marketing strategy involves the rate of marketing formulation of the marketing
strategy that enhances the level of business growth across the countries. There are different
approaches has been taken to study the marketing strategy for the business formulation. Each
approach focus on the different marketing decision or the aspect of global marketing strategy that
assist business towards the effective development across the borders (Reimann, Carvalho and
Duarte, 2021). This explains the firms experience in the international market so that effective
10

proficiency of the business can be achieved in most appropriate manner. below is the discussion
on the various marketing approaches that Verdant Leisure take in order to make effective
strategic approach for their business at international level.
Approaches to international marketing strategy:
 The transaction cost approach: It is one of the oldest approaches of the marketing
strategy in the international market that business uses to gain better development of the
business. This strategy focused on the approaches and choices that business made to enter
in the international market. Verdant Leisure focus on the tread in which they want to start
their business and take decision that support the future growth a proficiency of the
business in the market. The cost of resource commitment is also increased by the use of
effective planning of international business trades.
 The adaptation perspective: This approach of the marketing strategy focusses on the
potential benefits of standardization of the different elements of the marketing mix that
can helps the business into the development of effective marketing approaches that helps
the business to analyse the market growth and proficiency of the business in the market.
The business focuses on the effective economic growth of the country an development of
the business in those countries to gain effective growth and profitability. Verdant Leisure
also focus on making strategy that helps the business to gain standardized growth in the
international market.
 The global coordination perspective: In this the business analyse the importance of
configuring and coordination with the other firm’s activities so that at the different stages
in the value chain across the different countries can be developed in most appropriate
manner. it helps the business to gain the improved efficiency in the business with the
maximum profit (Dimitrieska and Efremova, 2021). Verdant Leisure, focus on the
effective value chain with the other international businesses so that they can gain better
objectives and growth of the business in the market.
P8 Comparison of home as well as international orientation along with ways to assess
competitors through outlining of implications of approaches.
Domestic marketing and international marketing are two different concepts that helps the
business to gain competitive advantages and growth in the industry. These are the marketing tool
11

that helps the business to analyse the growth and objectives of the business in the marketplace.
Below is the comparison between the domestic marketing and international marketing;
Basis Domestic orientation International orientation
Definition This refers to all the activities that
business do in order to promote
their product and services at the
national boundaries to develop
brand image in the country
(Samiee and Chirapanda, 2019).
Domestic orientation is refer to
the local market presentation of
goods and services that provided
by the business.
This refers to the business
activities that organization
carried out to the international
market for the effective profit
and growth off the business in
the market. It also explain the
marketing at the global market
so that business can gain better
success and growth in the
market place.
The
transaction
cost
approach
This approach in the national
market helps the business of
Verdant Leisure to attract higher
customer base in the market so
that effective growth and
development of the resources can
be gained.
In the international market this
approach helps the business to
analyse its objectives and
growth. the transaction cost
approach can helps to settle the
business in the global market
(Paul and Mas, 2020).
The
adaptation
perspective:
The adaptation of this approach
enhances the capability of the
business to gain national market
growth.
This approach of the business
assist the business to gain
competitive advantages and
growth of the customer base.
The global
coordination
perspective
Creating value chain in the
national market can assist business
to develop brand image in the
market. Also this enhances the
level of effective business
prospective in the market (Gomes,
Sousa and Vendrell-Herrero,
Creating the value chain in the
international market can assist
business towards the
information about the trades
that business performs in the
market.
12

2019).
Competitors In the domestic market the global
business environment can help the
business to enhance the level of
effective business growth and
profitability in the market.
There are effective growth of
the business in the market of
the international business that
helps the business to gain
effective growth and
proficiency in the market
M5 Evaluation of various marketing methods along with competitor’s analysis in terms of
company along with recommendations in order to operate internationally.
Marketing in the international business can assist the business to look at the prospect of
their customer and their needs and demand. There are various approaches that help the business
to gain effective customer base in the international market (Cateora, Meyer, Gilly, and Graham,
2020). There are different approaches of the business marketing in the global market that assists
the business towards the achievement of goals and objectives in most appropriate manner. The
growth of the business is depending on the market strategy that business make in order to
achieve international business objectives. There are different marketing strategies at the
international market such as; market penetration in which the business focus on the particular
market segment that is suitable for the business. Market development strategy in this market
develop new customer base for their product and services. Product development strategy in this
strategy the business develops new product in the market so that it can help the business in better
growth. in the last diversification strategy in this business works on the different market segment
that can helps them in better growth and profitability. Verdant Leisure should use diversification
market strategy that can help their business to attract the different group of the customers for the
better growth.
D3 Recommendations on how company should be structured to maximize opportunity in
international terms.
It has been recommended to various companies that they should implement various
strategies in a way that while carrying out expansion practices market at international level could
be able to increase and use maximum of opportunities which could be collected (Basiji, Babaie
Zakliki, Hoseinzadeh Shahri and Khadivar, 2020). In terms of Verdant leisure company should
13

use various approaches which could be beneficial for them in terms of carrying out their business
practices as well as having a proper research analysis which could be carried. As verdant leisure
should implement approach of standardization of market this season where it could help them in
managing their work effectively by monitoring as well as controlling out their business practices
in their parts so that it could be easier for them to make international market in an efficient way
for carrying out their business practices effectively.
CONCLUSION
It has been concluded from above report that international marketing is an essential element
which are to be adopted by companies in order to perform their business practices international
for generating out more revenues as well as profit while carrying out their business in different
countries. Also helps management of company in terms of providing various opportunities to
company for carrying out their business along with overcoming various challenges in terms of
carrying out their business practices in international markets. This report explains about present
market along with the introduction of company in which international marketing with the
difference through local marketing is explained. As this report consist of explanation about scope
and concept of international marketing where rational is explain through different routes to
market company with an evaluation of various challenges that could be faced by company in
order to carry their business in international markets. There is an explanation of various criteria
which is required for carrying out selection process in terms of considering markets by having
various entry strategies with their advantage and disadvantage. This report explains about
overview in terms of having arguments for carrying out global vs local debate along with how
marketing mix in terms of promotion distribution methods could be used and difference in terms
of varieties of international terms. Finally, at last this report explains about various articulation in
terms of detail by adapting marketing mix of company in order to perform international
marketing practices. As there is a wide explanation of critical evaluation which could determine
how marketing mix is applied to a range of international terms by having various
recommendations that could be helpful for company in terms of expanding their business
practices internationally.
14

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