BTEC HND in Business: International Marketing Report

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.

International
Marketing

Table of Contents
P1 Discuss the scope & concept of international marketing ..........................................................4
P2 Examine the rationale for enterprise to want to market internationally & discuss several routes
to market .........................................................................................................................................4
M1 Analyse opportunities & challenges that are available in international market .......................5
TASK 2 ................................................................................................................................................5
P3 Briefly explain criteria & selection process to use when going to enter international market . 5
P4 Examine various market entry strategies with advantages & disadvantages.............................6
M2 Use market evaluation criteria, entry strategies & make recommendations ...........................7
D1 Explain critical evaluation of international market, how company should adopt marketing
strategies for several markets ..........................................................................................................7
TASK 3 ................................................................................................................................................8
P5 Discuss overview of key arguments in global vs local debate (Covered in PPT)......................8
M3 Examine context and circumstances in which entity need to adapt global or local method . .8
P6 Analyse how products, pricing and promotional distribution method are different in variety of
international frame (Covered in PPT)..............................................................................................8
M4 Determine & analyse in detail how to adapt marketing mix of selected firm in different
international context.........................................................................................................................8
D2 Evaluation of how marketing mix is applied to range of international contexts ......................8
TASK 4.................................................................................................................................................8
P7 State & discuss several international marketing approaches (Covered in PPT).........................8
M5 Evaluate several marketing approaches & competitor analysis in relation to organisation &
make recommendations on how they should operate......................................................................8
P8 Differentiate between home & international orientation & ways to access competitors,
outlining effects of each method (Covered in PPT )........................................................................8
D3 Make recommendations on how company should be structured to maximise opportunity in
international view.............................................................................................................................8
CONCLUSION ...................................................................................................................................8
REFERENCES.....................................................................................................................................9
Books & Journal:.............................................................................................................................9

INTRODUCTION
Market is wider and broader which comprises of small, medium and large enterprises. It is
crucial to focus on scope of marketing so that goals are accomplished. International marketing is to
be defined as importing and exporting of goods across the foreign countries. Main aim of this report
is to understand the importance of marketing at international level (Buckley, 2018). Tesco, a large
supermarket organisation headquartered in United Kingdom. It is located at global scale and wide
range of competitors such as Walmart, Sainsbury, Amazon, etc. This report comprises of concept of
international marketing, reason of becoming internationally, selection process of internation of
international market, using of different market entry strategies, overview of global & local debate,
marketing mix, international marketing approaches and international orientation.
TASK 1
P1 Discuss the scope & concept of international marketing
International marketing refers to process of exchange of goods and services within foreign
countries. It is a critical concept which is required to be understood with proper considerations. In
context of Tesco, they also have many sub branches all over the world and accordingly has many
competitors.
Scope of international marketing
 Elimination of risks & new opportunities- Organisation with international market has
capability to understand the market structure on basis of which strategies are implemented.
So, this help in reducing of risks & allow firm to access new opportunities (Engwicht,
2018).
 Maintain and manages strong relationships- It is also seen that at international market
level, accessing to foreign countries and doing business leads to developing of strong
relationships within market. In relation of Tesco, they have a strong relationship with U.S
government and other countries.
International marketing & business
The concept of international marketing is crucial because it help in accessing to various
benefits as well as it is easy for businesses to access resources accordingly. Thus, it is crucial for
every entity to have relevant knowledge regarding market as well as countries where functions and
operations are easily executed (Gomes, 2020).

P2 Examine the rationale for enterprise to want to market internationally & discuss several routes to
market
Organisations and business sector wants to achieve higher growth and development so
that it is easy to achieve goals. In reference of Tesco, they too focus on they also wants to enlarge
their business in many other countries because of following reasons which are explained below-
 Being internationally in business sector assist enterprises to develop their standard and
competency level which leads to better results & outcome. So, Tesco competency level is
increasing which because of being establishing their stores at global scale.
 Further, it has been too stated that making business internationally leads to using of
resources at optimum level. Also, it has been specified that it is necessary to make business
international so that it is easy for entity to access resources at wider scale.
In reference of selected entity, it is seen that they have large share of market & to access
more other countries they uses various types of routes which are described as follows-
Franchising & licensing-
It is being viewed as most effective routes to international market as it is defined as
arrangement in which franchisor authorise others to use the product or service under brand name.
Licensing refers to allowing other individual to use IPR for a specific period of time (IGraham,
2019).
Exporting
It is another routes to international market in which exchange of goods as well as services
is being executed at both domestic & international aspect. In relation of selected entity, they can
also use this form of market entry routes as it help in maintaining as well as managing of relation
within trade appropriately (Ipek, 2020).
M1 Analyse opportunities & challenges that are available in international market
Opportunities
 Main opportunity of market internationally is that it assist in using of resources efficiently
and a optimum level.
 Other opportunity is that new ways of doing business are identified & which enhances
effectiveness of workplace.
Challenges
 Main challenge to international business is that strategies are to be implemented and

changes frequently.
TASK 2
P3 Briefly explain criteria & selection process to use when going to enter international market
Going to international market is not easy and require proper knowledge as well as market
analysis so that it is easy to achieve goals & objectives in proper manner. There are various kinds
of criteria & selection which are being focused by Tesco & are stated below-
 International marketing objectives- It is first most crucial criteria which is focused by
chosen firm as in this objectives are set by entity & then they decide whether they're
achievable or not. For example- main objective of Tesco is to deliver better quality to
customers & increase productivity.
 Parameters for selection- It is also necessary step which is being considered as in this
parameters for selection are to be examine such as market evaluation, economic stability,
political environment etc.
 Preliminary screening- It is also essential which is to be focused as in this market & target
audience is selected with proper scanning of business environment. So, it is analysed that it
is necessary to do preliminary screening.
 Selection of market- Once preliminary screening is being carried out, next phase is to select
appropriate market. Further, through short-listing of market assist in accessing to
information at larger scale.
 Evaluation & selection- In this stage, it states that final selection of market tested by
marketers which is done by providing sample of products to consumers or targeted audience.
 Test marketing- It is last stage in which at niche level actual implementation is done at
niche level. In relation of selected firm, they test their products by introducing sample
products to market.
Therefore, it has been stated that it is essential to focus on such criteria as well as selection
process so that it is easy to achieve objectives within a time interval.
P4 Examine various market entry strategies with advantages & disadvantages
It business, a market analysis is to be done so that entry of market is done appropriate
manner. It has been examined that implementing and adopting of strategies is time consuming
process. In retailing industry, it is crucial to adopt tactics so that competitive benefits are achieved.

There are several kinds of strategies which are further discussed as follows-
Franchising and licensing
It is type market entry strategy which is used by Tesco. This is because It assist in expansion
of organisational activities, operations and functions. Licensing as well as franchising both are
beneficial for development of business at wider scale.
Advantages
 Main benefit of this market entry strategy is that it assist has limited risks as well as liability.
Disadvantages
 Limitation of this strategy is that in this the level of privacy is low and this can negatively
impact upon firms goodwill.
Exporting
It is a type of strategy in which exporting and importing of goods is done within other
countries.
Benefits
 Main benefits of this market strategy is that it help in accessing to more customers at wider
scale.
Limitations
 Main drawback of this market strategy is that to adopt this strategy a strong network
relationship is needed.
M2 Use market evaluation criteria, entry strategies & make recommendations
In business, market evaluation is needed as on the basis of which decision making in being
done in proper manner. In case of selected firm, it states that it is necessary to use such type of entry
strategies so that effect output is achieved.
Recommendation
 It is recommended to chosen organisation that they need to do the market evaluation so that
it is easy to have use resources accordingly.
 Another recommendation is that franchising as well as licensing is being considered as most
effective form of strategy.

D1 Explain critical evaluation of international market, how company should adopt marketing
strategies for several markets
Evaluation
Identify potential countries- It is critically essential to examine and analyse potential
customers so that decisions are being undertaken accordingly.
Analysing of competitors- It is another way of evaluating market in which competitor
analysis is being done so that it is easy to achieve goals & strategies are implemented properly.
TASK 3
P5 Discuss overview of key arguments in global vs local debate (Covered in PPT)
M3 Examine context and circumstances in which entity need to adapt global or local method
P6 Analyse how products, pricing and promotional distribution method are different in variety of
international frame (Covered in PPT)
M4 Determine & analyse in detail how to adapt marketing mix of selected firm in different
international context
D2 Evaluation of how marketing mix is applied to range of international contexts
TASK 4
P7 State & discuss several international marketing approaches (Covered in PPT)
M5 Evaluate several marketing approaches & competitor analysis in relation to organisation &
make recommendations on how they should operate
P8 Differentiate between home & international orientation & ways to access competitors, outlining
effects of each method (Covered in PPT )
D3 Make recommendations on how company should be structured to maximise opportunity in
international view

CONCLUSION
After a brief analysis of above report, it has been concluded that to access growth and
development it is essential to focus on in and out of international market so that functions &
operations are operated appropriately. So, discussions have been made about concept of
international marketing, reason for accessing international market, key criteria & selection process.
Then, various market entry strategies, global vs local debate, marketing mix, different international
marketing methods and comparison between home & international orientation. So, it have been
evaluated it is important for organisations to execute business at both national & international so
that it is easy to survive in market for longer time interval.

REFERENCES
Books & Journal:
Buckley, 2018. International business. Oxford University Press.
Engwicht, 2018. The local translation of global norms: The Sierra Leonean diamond market.
Conflict, Security & Development, 18(6), pp.463-492.
Gomes, 2020. International marketing agility: conceptualization and research agenda. International
Marketing Review.
Graham, 2019. The global gig economy: Towards a planetary labour market?. First Monday, 24(4).
Ipek, 2020. Home country institutional drivers and performance outcomes of export market
orientation: the moderating role of firm resources. International Journal of Emerging
Markets.
Kraak, 2017. A novel marketing mix and choice architecture framework to nudge restaurant
customers toward healthy food environments to reduce obesity in the United States.
Obesity Reviews, 18(8), pp.852-868.
Othman, 2018. Issues and challenges faced by Malaysian umrah travel Agencies in providing
excellent marketing mix services to umrah pilgrims. The Journal of Social Sciences
Research, pp.611-618.
Patsiaouras, 2019. Marketing concepts can have a life of their own: Representation and pluralism in
marketing concept analysis. Marketing Theory, 19(4), pp.559-566.
Pishchulov, 2019. The Voting Analytic Hierarchy Process revisited: A revised method with
application to sustainable supplier selection. International Journal of Production
Economics, 211, pp.166-179.
Rana, 2020. Determinants of international marketing strategy for emerging market multinationals.
International Journal of Emerging Markets.
Riedmeier, 2020. 19th International Marketing Trends Conference Paris, 16-18 January 2020.
Soares, 2018. Revisiting cultures’ consequences in international marketing studies. Journal of
Global Scholars of Marketing Science,28(2), pp.214-220.
Westbrook, 2017. Global insolvency proceedings for a global market: the universalist system and
the choice of a central court. Tex. L. Rev., 96, p.1473.
Yang, 2018. International entrepreneurial marketing strategies of MNCs: Bricolage as practiced by
marketing managers. International Business Review, 27(5), pp.1045-1056.