Analysis of International Marketing Strategies for Nisa Retailer

This report examines international marketing strategies for Nisa, a UK-based grocery wholesaler, focusing on its potential global expansion. It covers key concepts and the scope of international marketing, the rationale behind Nisa's decision to enter the global market, and various market entry routes such as exporting, franchising, and joint ventures. The report also discusses the challenges and opportunities Nisa might face, including cultural differences and market competition. Furthermore, it outlines key criteria for selecting an international market, including internal factors like organizational objectives and resource availability, and external factors like market size and political regulations. The report concludes by analyzing different marketing strategies, such as licensing, piggybacking, and greenfield investment, highlighting their benefits and drawbacks for Nisa's international market entry. Desklib provides this and many other solved assignments for students.

UNIT 40 INTERNATIONAL
MARKETING

TABLE OF CONTENTS
TABLE OF CONTENTS..............................................................................................................2
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
P1 Scope and Key concepts of the international marketing:.......................................................3
P2 Rationale for the organization to established in global market and the adaptation of various
routes of the market:..................................................................................................................4
P3 key criteria and selection process to select the international market to enter........................6
P4 Different marketing strategies With benefits and drawbacks................................................7
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing is the effective process to promote the product and services of the
organization. Companies decide to go internationally when they want to increase their brand
reputation in the global market as well as to earn good revenues (Song and et.al 2018).
International marketing is the simple process which the industries used to trade their good among
the global countries. International marketing drives the acceptance of the social and cultural
aspects across the nations. Nisa retailer organization who has grocery wholesaler located in a
United Kingdom. This report will cover the scopes and main concepts of the international
marketing, Rationale for the organization to go in global market. Opportunity and challenges
which can be faced by the organization internationally. It also describes the overview of the
argument in global v/s local debate, it also covers as how the product, pricing differs in
international market. It also lay out the various international market approach along with the
comparison of home and international orientation.
MAIN BODY
P1 Scope and Key concepts of the international marketing:
In simple aspect international marketing is the process of trading the product and services
in the different country's market. It is mainly the performance of the organization which involves
the designing of planning, pricing and the direct product flow of the businesses to the customer
in other countries for earning the good profits. As for the Nisa company they are looking forward
to expanding in the global market. The first things which they need to consider as the proper
analysis of the international market (Kanten and Darma, 2017). Or to understand the
international market theory which will help them to grow successfully in the global market.
Scope of international marketing:
Export:
It is the international business function in which the good and services is prepared in one country
and shipped in another country.
Import:
Product and services are brought from other country to the one country for sale of the product.
Management for the international functionalities:

In this the operating marketing evaluate in international market. For the Nisa company if they
want to establish in a international market they required a full skilful team who can manage their
business efficiently in a different country.
Concept of the international marketing:
International market gives the full descriptions to the businesses so that they can prepare the
great strategy to evaluate in the global marketing.
Foreign trade orientation:
It means as complete conceptualization of the foreign trade processes and the procedures. As
international marketing generally needed the marketing of the products and services in the
certain company's market which have a unique qualitative environment. International orientation
of the marketing policy should be done in the order. It is better for the Nisa company to increase
their revenues, as foreign trade will enable them to promote their product in the international
market (Vieira and et.al 2019).
Foreign marketing sales:
Foreign marketing simply implies as to sale or buys the product and services in the market which
is act as a basic foundation for other markets. Businesses from different countries tries to
promote their item by using the same platform to attract the customer globally. Nisa company
will also use the foreign market as a platform in order to sale their products for greater reach to
earn the profit.
International marketing orientation:
Various aspect of others towards the business involvement in the global market known as the
international market orientation. It defines as how the strategies are made and interconnected
with the headquarter and the formed subsidiaries. Main benefit can the Nisa company will get as
they will increase the efficiency of the market, or able to fulfil the demand of the customer in the
international market.
P2 Rationale for the organization to established in global market and the adaptation of various
routes of the market:
Main reason for any company to grow internationally is to earn the good business
revenues or to maximize their profit criteria. Rise of globalization offers many opportunities to
the organization to sale their product in the international market, to increase their brand image.
As for the Nisa company they operated in the national market which enables them to achieve the

revenues, but their board decides that the sales and growth in the local market are stagnant, and
they want to expand their business in the global market. As growing in the international market
will allow them to run from the saturated market (Genoveva and Siam, 2017). Expansion allow
meeting new customer, which is beneficial to increase the productivity of the company.
Therefore, for the Nisa company if they enter into the new market with the strategy they can be
able to meet the demands of the customer in the international market.
Different routes to the international market for the Nisa are as follows:
Exporting:
It allows the direct sales of the product and services into the international market, this method is
considered as the main route which the company can select to enter into the foreign country's
market. It also lowers the risk , cost effective method as it do not required the investment in
production process. As for the Nissa company it will be cost effective for them as the product is
designed in their native country which do not involve any cost for the equipments as they can
proceed to use their own infrastructure to export the goods in international market.
Franchising:
In which the intellectual property rights are sold to the other franchisee. In which the Nisa
company can earn the rights of the existing company of the international market to make
agreement, which allows them to sell their product and services under the name of franchisor
company. It will be beneficial for both franchisor and franchisee as it drives the good business
revenues for them (Goncharova, Solosichenko and Merzlyakova, 2019).
Joint venture:
Joint venture is made between the two organization one is local company and other one is from
the different organization in which they can proceed to make strategy to start a new business and
then the control are shares to both the company. For the Nisa it is the best route which they can
follow as it enables them to develop the knowledge about the foreign market so that they acquire
good market position.
Major challenges which the international market can give to the Nisa company are
cultural difference. Inferior market report can also cause the problem for the company as if they

enter into the market with the product what if it does not meet the demand of the customer into
the market it can be the big loss of revenues for the company.
P3 key criteria and selection process to select the international market to enter
It is very important to select the right choice to enter into the market which is beneficial
for the company in every aspects. Nisa company must need to complete the market research so
that they can plan their entry in the new country's market. Their key criteria for selecting the
country includes:
Internal factors:
Organization objectives:
Company which operate in the domestic market usually go internationally to grab the
opportunities which is given by the global market (Martin, Javalgi and Ciravegna, 2020). In such
organization starts to receive the orders from the Acquaintances businesses to complete the
export orders.
Resources availability for the organization:
To enter into the market the human resources and finance team plays an important role, and the
entry is based on the finance strength of the company. Therefore, if the Nisa company has good
finance and human resources they can try to enter into the new market.
International experience:
It it important for the company to completely expose to the international market environment, it
would allow them to make effective decisions for the business. For the Nisa company exposure
to international market can allow them to make decision as to proceed with joint venturing
process so that they can successfully established in the foreign market (Vadana and et.al 2019).
External factors:
Market size:
Market size is the major factor which should businesses need to consider while making their
entry into the foreign market. As countries who have the massive market size will justify the
entry as it offers the continuing commitment. Therefore, for the Nisa company they can proceed
to select the country who have huge market size as it gives them a better opportunity also they
need to consider the competitive environment otherwise they will have to face the problem.
Political regulations:

This factor is consider as one of the main aspect which the organisation need to consider, as the
market mode is mainly operated in a certain legislation of the country. As for some countries it is
required that the foreign country must have the partner who exist in the local market. Therefore
for the Nisa it is important to consider the legal factors to select the relevant country to make
their entrance (Frau, Moi and Cabiddu, 2020).
Competition level:
As the presence of the competition in the overseas market also plays an critical role to select the
particular country. If the country offers the good market opportunity then it ultimately reflects
that it have a good competition in the market. For the Nisa company it is essential for them to
carry out the effective market report which involves the buying behaviour of the customer in the
market also what they really look forward in the foreign company's product. It will also enable
the company to produce the product which is unique from their competitive company (Morgan
and et.al 2019).
P4 Different marketing strategies With benefits and drawbacks
Marketing strategies are the beneficial processes which enable the company to mark their good
position into the market. Therefore, for the Nisa company who wants to establish their business
in international market they can consider the following strategies so that they can mark their
good entry in the foreign market:
Licensing strategy:
Licensing process define as one organization gives the right to design or produce their product at
a specified cost. Licensing will enable the company to give the patent, trademark and the
copyrights to the other company in exchange to a certain fee. As for the Nisa company licensing
gives the advantage as to reduce the risks for their business as well as generate the new market
opportunities for them (D’Souza and et.al 2019). But Licensing have the disadvantage which
states as Company can easily lose their control over the products and services.
Piggybacking strategy:
This strategy will offer the unique way to enter into the foreign market. In which the two
organisation collaborate and they offers the complementary product of each other's business in
the competitive market environment instead of competing with each other. The major benefit of
this approach as it is cost effective for both the company, therefore Nisa company can also

proceed to collaborate with the local company who exist in the market. Along with the advantage
it has disadvantage too which is that the company might face the problem to manage the quantity
of the product.
Greenfield investment strategy:
This process required a good range of participation in the foreign businesses. In which the Nisa
company need to purchase the land , and to construct the facilities to start their business in the
international market. But this approach requires a large range of investment which also involves
the risks. The benefit which the strategy can provide as it enables the company to control their
investment in the local market, also to decrease the inter mediatory costs. But the negative point
of this strategy as it gives the major risks to the foreign company, also to implement this requires
a high cost investment.
Therefore these are the certain strategies which can be implemented to enter into the
international market (Dmitrijevs, 2020). As for the Nisa company if they proceed with the
licensing strategy it will allow them to acquire the patent right of other company but it will also
difficult for them to completely control on the management. What if the licensing provider
company will grab the control from the company it will be difficult for them to survive in the
international market. Company need to proceed with good strategy which will plays an effective
role to earn the good revenues in the international market.
CONCLUSION
From the above report it is concluded that the effective marketing strategy will allow the
company to develop their revenues globally. As for the international marketing strategy it is
important for the organisation to review all their functionality as internal and the external factors
so that they can be able to select the relevant international market to enter. This report involves
the Key concepts about the international marketing also discuss the rationale behind develop
internationally, it further describes the entry and selection of international market. Report further
describe about the key market strategies. It lastly involves the overview over the arguments
between the global and the local, and marketing plan which differs in the international market.

Also provides the brief about the various international marketing approach and the comparison
of home and international orientation.

REFERENCES
Books and Journals
D’Souza, C. and et.al 2019. Environmental management systems: an alternative marketing
strategy for sustainability. Journal of Strategic Marketing. 27(5). pp.417-434.
Dmitrijevs, R., 2020. Research on Marketing Strategy of Huawei Mobile Phone in European
Market. Open Journal of Business and Management. 8(03). p.1138.
Frau, M., Moi, L. and Cabiddu, F., 2020. Outside-in, inside-out, and blended marketing strategy
approach: A longitudinal case study.
Genoveva, G. and Siam, S.T., 2017. Analysis of Marketing Strategy and Competitive
Advantage. International Journal of Economic Perspectives. 11(1).
Goncharova, N.A., Solosichenko, T.Z. and Merzlyakova, N.V., 2019. Brand platform as an
element of a company marketing strategy. International Journal of Supply Chain
Management. 8(4). p.815.
Kanten, I.K. and Darma, G.S., 2017. Consumer behaviour, marketing strategy, customer
satisfaction, and business performance. Jurnal Manajemen Bisnis. 14(2). pp.143-165.
Martin, S.L., Javalgi, R.R.G. and Ciravegna, L., 2020. Marketing capabilities and international
new venture performance: The mediation role of marketing communication and the
moderation effect of technological turbulence. Journal of Business Research. 107. pp.25-
37.
Morgan, N.A. and et.al 2019. Research in marketing strategy. Journal of the Academy of
Marketing Science. 47(1). pp.4-29.
Song, R. and et.al 2018. When marketing strategy meets culture: the role of culture in product
evaluations. Journal of the Academy of Marketing Science. 46(3). pp.384-402.
Vadana, I.I. and et.al 2019. Digitalization of companies in international entrepreneurship and
marketing. International Marketing Review.
Vieira, V.A. and et.al 2019. In pursuit of an effective B2B digital marketing strategy in an
emerging market. Journal of the Academy of Marketing Science. 47(6). pp.1085-1108.