This report delves into the multifaceted world of international marketing, providing a comprehensive analysis of its scope and core concepts. It begins by examining the rationale behind companies venturing into international markets, exploring various routes to market such as franchising, licensing, and exporting, with Tesco as a focal point. The report then dissects the opportunities and challenges inherent in international markets, followed by a detailed look at market entry criteria, selection processes, and diverse market entry strategies, including their advantages and disadvantages. A critical evaluation of international markets and the adoption of marketing strategies for different markets is presented, alongside an overview of the global versus local debate. Furthermore, the report analyzes how products, pricing, promotion, and distribution methods differ across international contexts and adapts the marketing mix for a selected firm (Tesco) in different international settings. Various international marketing approaches and competitor analysis are evaluated, and recommendations are made on how organizations should operate within the international landscape. The report concludes with recommendations on structuring a company to maximize opportunities in an international view.