International Marketing Report: Rowlinson Knitwear's Global Strategy

This report examines international marketing strategies, focusing on the expansion of Rowlinson Knitwear into overseas markets. It begins with an introduction to international marketing, its scope, and rationale, including the importance of globalization and the use of e-commerce. Task 1 analyzes the scope and concept of international marketing, discussing imports, exports, contractual agreements, and key concepts like exchange rates, growth, and market research. Task 2 explores the rationale for international expansion, including risk diversification, leveraging resources, and brand awareness, along with routes to overseas markets. Task 3 evaluates key criteria for market selection, considering cultural factors and consumer demand, and discusses market entry strategies, including their advantages and disadvantages. The report also presents arguments in the local vs. global debate and investigates pricing, product, and promotional approaches in international contexts. Task 4 analyzes various international marketing approaches for Rowlinson Knitwear, comparing home and international orientations and assessing competitors. The report concludes with a summary of findings and recommendations for successful international expansion.

International
Marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Analysis of scope and concept of international marketing....................................................1
P2 Explaining the rationale for international expansion along with route to overseas market...2
TASK 2............................................................................................................................................4
P3 Evaluation of key criteria and selection process while considering international expansion4
P4 Different market entry strategies along with their advantages and disadvantages................5
TASK 3............................................................................................................................................7
P5 Presenting an overview key arguments in local vs global debate..........................................7
P6 Investigation of price, product and promotional approach differs in international contexts. 7
TASK 4............................................................................................................................................8
P7 Explain and analyse the various international marketing approaches your client
organisation can adapt.................................................................................................................8
P8 Compare home and international orientation and ways to assess competitors with its
implications...............................................................................................................................10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
International Marketing is defined to be an approach which undertakes use of marketing
principles ranging in more than one country. The concept of international marketing is relevant
when an organisation is looking to expand their operations overseas. It aims to identify market
which will be targeted with the products and services of an organisation along with forming
decisions on international grounds. The need for international marketing have become substantial
prior to rapid growth in filed of technology and globalisation. In this contemporary business
environment, a business organisation can sell their products and services without being
physically present there through undertaking of e-commerce platforms. (Akaka, Vargo and
Lusch, 2013). The concept of international marketing focuses on the planning and executing
ideal marketing tactics so that goods and services presented are able to satisfy need of the
consumers. This assignment focuses on the operations which are carried out by Rowlinson
Knitwear are considered for expansion internationally. It is an organisation known to deliver
durable garments which are specifically designed for schools and clubs. This assignment focuses
on the manner in which marketing contributes to international expansion along with considered
element which are to be adopted in overseas market.
TASK 1
P1 Analysis of scope and concept of international marketing
International marketing can also be referred to as global marketing possess tremendous
scope in the contemporary times. It is extremely important for a business organisation to possess
right marketing plan so that operations can be sustained in the market for longer duration. The
concept of international marketing revolves around publicising distinct features between national
and international marketing. The marketing strategies which are adopted by a business locally
may not be relevant at the international level (Berthon and et. al., 2012). The management for an
organisation have to deal with an unknown environment which is generally hostile, under those
circumstances marketing strategies are to be formed that leads a business into attaining
competitive advantage.
The implementation and incorporation of marketing expertise in developing strategies for
international market helps in enhancing business operations and achievement of competitive
edge in the market. The legislation, languages and taste of the target segment are to be
considered so that right marketing strategies of can be formulated. However, end results which
1

are to be achieved in this report is to achieve a greater coverage so that higher sales revenue
could be attained. The clothes which are to be exported outside the country should match
requirement of people residing in those regions. The school and corporate wear which will be
transported to other nations carries higher favouritism therefore marketing team does not need to
work too hard to sell offerings of this enterprise. There is an increase in the potential market
which makes it complicated for a small business to identify market which is to be targeted with
company's offerings (Cadogan, 2012). Rowlinson is an enterprise who specialises in delivering
knit for the students and corporate people. The scope of international marketing can be defined
through various approaches which are mentioned below:
Imports: These are referred to an approach in which an organisation imports products
from other nation in which it is available for cheaper prices and sell the same in the country at
higher prices. It is referred to an approach through which an organisation attempts to add variety
to its existing product line-up. This strategy is definitely employed when the product carry
potential to satisfy needs of existing customer base.
Export: this strategy aims to reach to an extended market through exporting products and
services out of the country. This approach helps them in garnering additional revenue for the
firm. The additional funds which have been generated through exporting of products and services
and are used up to pay import taxes and duties. It is an approach through which helps in
expanding reach of an organisation.
Contractual Agreements: the scope of international marketing can be enhanced as well
as forming contracts with each other improves chances a lot more. The contracts can be formed
either on the grounds of licensing, co-production and technical understanding. The colaboration
can be understood on the grounds of trademarks and patents which can be availed by business in
exchange of fees agreed by both the parties (Cavusgil, 2012).
The major concepts of international marketing are as follows:
Exchange Rate: It can be said that exchange rate plays a crucial role in influencing
international marketing. These can be referred to be value of currency which is being expressed
in terms of other currency. They are substantial in determination of economic stability and
inflation which has been experienced by an organisation.
Growth: The major cause for which international marketing activities which are
undertaken is that growth is attained in the international market. But it is equally important for
2

organisation is to be make sure that commercial and strategies are designed specifically for the
international market and leads to attainment of growth for the organisation.
International marketing research: The marketing research is conducted as it leads to
identification of trends and preferences of people in the targeted market. The international
marketing stands crucial as it helps in reaching out to audience with products and services which
are capable of fulfilling their needs and expectations (Al-Aali and et. al., 2013).
Globalisation: It is a term which has been provided to interaction which is being carried
out between economy of a country and rest of the world. The rise of internation marketing can be
credited to globalisation as without the exchange practices between economies there cannot be
any operations at the international level.
Global markets: The access to global market have been catered by international
marketing. An organisation with generation of promotional messages at international level will
be able to sell its products and services at the international level. Rowlinson Knitwear through its
promotional messages in Singapore can venture in the market with minimum disruptions.
P2 Explaining the rationale for international expansion along with route to overseas market
It is a big decision for enterprises such as Rowlinson to expand their operations in the
international market. The expansion could only be achieved at the cost of disrupting existing
business operations. International expansion refers to an crucial growth strategy which is to be
undertaken by an organisation as scope in local markets shortens. There are numerous reasons
for an organisation to expand their operations in international markets some of them are
mentioned below in an brief manner.
Diversification of risk: International expansion refers to be prime measures through
which risks could be diversified. Possessing all the resources and operations in a single market is
higher prone to influence of numerous external factors to a great extent such as political and
economic fluctuations. An organisation which possess its operations in numerous nations
considered insulated against such risk as decline in the UK due to political instability will not
affect operations of this enterprise which are carried out in Singapore. This approach helps in
counterbalancing risks of an organisation (Chung, Wang and Huang, 2012).
Leveraging on resources and advantages: Another crucial reason which encourages
international expansion is that it is able to take advantage of adequate availability of resources
and market potential so that higher profitability could be availed by the enterprise. For instance:
3

Rowlinson entering economy of Singapore can be benefited by the availability of abundance
labour and can attain operational effectiveness and efficiency. In addition to that, there are
numerous economies where government encourage FDI through relaxation of taxes and duties
(Choi and Yeniyurt, 2015).
Capitalising on untapped markets: As compared to the local market, there are abundance
of opportunities in the international market which can be capitalised by this business. Singapore
is considered to be a small market with a population of approximately 5.6 million people but
possess numerous opportunities due to availability of lesser competition and higher scope for
sales. Therefore, organisation such as Rowlinson knitwear will be able to successfully expand in
the market and earn economic gains. The surplus of demand will be helpful in raising prices of
products and services therefore ending up in higher sales for an organisation.
Brand awareness: An organisation through venturing into international market get
additional exposure to varied market circumstances which definitely results in enhanced brand
awareness by people (Czinkota and Ronkainen, 2013). In this competitive era, it has become
very important for organisation to possess a decent brand awareness so that sales could be
availed. The presence of n number of organisation have filled the market with a noise to which a
business needs to stand out. The possession of unique selling point can be achieved by forming a
distinct image in the market. Another significant impact which can be availed is that there will be
an enhanced credibility which will provide business with loyal customers.
Route to international expansion
 The prime route which can be taken by an organisation while expanding overseas is
acquiring a business which is already carrying out its operations in upcoming market.
This strategy is useful as the business does not have to arrange resources and start
functions from ground level.
 Forming a joint venture with an organisation is another less complicated manner with
which a business can venture in relatively newer market for Singapore. This approach
requires lesser resources and also help in mitigating risks for a business.
 This organisation can take assistance form digital tools and can venture into market
virtually through building a e-commerce platform with which buying and selling of
resources takes place with the help of internet (Douglas and Samuel Craig, 2011).
4

Example: Rowlinson Knitwear is known to be brand which delivers corporate and school
wear clothing in market of the United Kingdom. This organisation can either form a partnership
or can take over a similar company in the Singapore as a part of their expansion strategy. Esta is
an renowned manufacturer in the market of Singapore and have been carrying out its operations
for over 20 years. This brand have been recently emerged to be largest corporate wear provider
in the company therefore is more suitable to form a collaboration so that better services and
products are offered to people.
TASK 2
P3 Evaluation of key criteria and selection process while considering international expansion
Before venturing into international market it is essential for an organisation to plan major
events as concept of international expansion is not considered as easy. A business is left with
numerous choices when it comes to selection of an ideal destination to carry out expansion
programme. There are numerous consideration which are to be undertaken by an organisation
before actually planning to venture into a nation. The major considerations are mentioned below.
Culture: Culture is sole feature which can help in determination whether business will be
successful in the upcoming market or not. It is essential for the product to live up to expectations
of the targeted segment in the ventured nations so that expansion objectives are fulfilled (Griffin
and Pustay, 2012). The business before venturing into the nation management have to possess
ideal understanding of the culture of community so that better profitability could be achieved.
The management before finalising the country have to focus on the demand which has been put
forward by the consumers so that right offering could be catered. There will be a vital need for
planning which defines ways through which language and cultural barriers are countered. There
will be a need to invest time and resources in becoming favourable to that local community
(Evers, Andersson and Hannibal, 2012).
Legal and regulatory barriers: The business which is planning to expand in the
international markets have to be flexible enough so that it is able to work in accordance to the
local laws and regulation which has been undertaken. The various laws which are to be focused
upon before venturing into a nation are labour and employment laws, duties and treaties and
restriction which relates to import and export in the country (Meissner, 2012). It is very
important for a small business such as Rowlinson Knitwear to seek guidance from legal expert so
that favourableness of the opted country could be identified.
5

Foreign Government regulations: To carry out operations in the right manner it is
essential for an organisation to consider environment which is provided to foreign businesses to
perform. The various features which are to be considered in this approach relates to business are
currency exchange rate, access to resources and transportation and government assistance
programmes in the country. It is essential to seek guidance and information from local business
holders so that right information could be gathered necessary for decision making (Fletcher and
Crawford, 2013).
Business case: This critical element revolves around conducting a market research which
helps in identification whether business will be profitable or not. The market research which has
been conducted thoroughly helps in identification of the personality of market, economic &
political favour-ability and development of local partnership. The ideal knowledge will be
helpful in deciding whether to venture in the market or not.
The international marketing process consist of numerous steps which are to fulfilled to
venture successfully in the latest market. The foremost step focuses on selection of the country
along with consideration to the above mentioned factor in detail. The selected country is
Singapore which further leads to determination of the customer centric marketing strategy. The
third step involves construction of marketing plan which helps in making favourable perception
in the market and delivering value to the customers. The final step in this process is to create a
relationships which is being profitable and helps an organisation in fulfilling needs of customers.
P4 Different market entry strategies along with their advantages and disadvantages
Marketing strategies define the manner in which an organisation can venture into
international markets. Therefore, it is essential to critically consider approaches available
through evaluating their merits and demerits so that right strategy could be adopted. Mentioning
three major strategies along with their positives and negatives.
Exporting: It is referred to be most common approach to an organisation which is
looking to expand its operations in the international market. It is an manner in which marketing
of goods are carried out from local market to the ventured market so that an enterprise is able to
establish itself. This approach requires heavy investment in terms of marketing and there is no
shifting of manufacturing processes to the selected nation.
Advantages
6

 The major advantage which is facilitated when opting to this approach is that
manufacturing of products and services still carried out in the home country therefore
there is lesser risky (Griffin and Pustay, 2012).
 This approach helps in gathering information relates to international market which is
further helpful in expansion of activities by this organisation.
 This strategy is known to carry minimal risks when operating in the international market.
Disadvantages
 The major disadvantage in this approach is that there is a lesser control on the way
offering are sold in the international market. The operations of the products will be
carried out with the help of middlemen which drives prices (Czinkota and Ronkainen,
2013).
Licensing
Licensing is another strategy which has been considered to be crucial for an organisation.
It is a measure in which is similar to franchising in which an organisation takes licence to carry
out operation in the name of other organisation. For instance: United Bottler is known to be an
organisation who possess a right to make Coke. This approach involves high degree of
involvement and expense on behalf of organisation (Malhotra,2011).
Advantages
 This approach refers to the form low risk measures of expanding into the market and
helpful in forming right relations with the manufacturers. This approach encourages use of partnership which are already existent with the
organisation which is help in ideal running and management of business.
Disadvantages:
 The major drawback to this approach is that major returns which are availed through
manufacturing may not be availed by the business.
 There is an detailed requirement of planning, investigation and interpretation which
requires major efforts by an enterprise.
Joint Ventures
It is an approach in which there is which revolves around forming a partnership amongst
two people who agree to carry out operation in shared ownership. It is also a common strategy
7

which is undertaken by an organisation when looking to expand in the international market
(Killing, 2013).
Advantages
 The pool of resources such as inventories and human resources make sure that better
output are offered to the market undertaken.
 In some markets, it is referred to be the only approach with which market opportunity
could be availed (Meissner, 2012). For instance: Rowlinson can venture in the market
with minimal risks through forming joint venture with already operating organisation.
 The sharing of risk is a major advantage in joint ventures.
Disadvantages
 There can be situation of disagreement between partners which leads to incurring of
losses. Organisation will have partial control the operations which may not be entertained
by an organisation.
 A partners in a joint venture may be possessed with different views on subject which tend
to hinder growth which is to be attained by business.
TASK 3
P5 Presenting an overview key arguments in local vs global debate
Every business in distinct and possess their own personality and nature which makes it
essential for manager to possess related information for the same so that targets are fulfilled
(Paliwoda and Thomas, 2013). It is essential for a business organisation to derive their efforts to
develop a workforce that is able to perform flexibly on the global level. The major distinction
between local and international market are defined below in the table.
Global Presence Local Presence
The global market is full of opportunities and
business gets numerous chances to capitalise
upon them. Therefore a business can expand
their operation in the market to capitalise upon
opportunities.
In the local market, there are lesser number of
opportunities but a business with minimal
efforts will be able to retain their operations in
the market for longer. Rowlinson Knitwear can
expand their operations on local grounds as
well, it will have lesser economic benefits but
there are lesser risk.
8

There is no limits on the intensity in the market
which makes it difficult to carry out operations
stably. The emergence of latest trends enforces
a business to innovate. This organisation have
to continuously justify their existence due to
intense competition.
When it comes to local level, there are low
shifting in the trends and preferences of people
which provides an opportunities for a business
to main relationships with customers. A
business can avail decent level of monopoly in
the market due to lesser shift in trends and
preferences of people.
The scope for profit generation is higher as a
business can venture into market with higher
potential and availability of cheap inventories.
Expansion to Singapore will be more profitable
to this organisation as it will be able to serve a
increased number of customers.
There is a lesser scope for profit generation as
stability in the market provides with limited
opportunities for expansion or operations. The
business should focus on retaining existing
clientèle so that foreign competition could be
dealt with in an ideal manner. A business can
expand its operation in local market as well, it
is safer but there are less scope of profits.
Diversification in product line-up could be
attained easily but with higher investment as
per opportunities available in the market. This
organisation through forming partnership with
other businesses can venture into professional
clothing but will be requirement a great deal of
investments.
Diversification in local market can be attained
with minimal investment but there are limited
options in this segment as well. This knitwear
manufacturer can diversify their operations but
carry lesser scope at the same time.
P6 Investigation of price, product and promotional approach differs in international contexts
The business when operating at the international level is different from that of local
market (Foley and Sarathy, 2012). Therefore before considering pricing, product and
promotional it is essential to identify variation amongst the two so that right decisions are
undertaken. The investigation of various features are as follows: Pricing: The pricing of products of an organisation varies in local and international
context. The pricing strategy which has been undertaken by an organisation is penetrative
9

marketing practices. This strategy is useful for a business in securing decent sales in the
market. It is very important for organisation to venture into international market with cost
leadership strategies so that a base in the latest market can be formed. Product: There will be a difference in the manner products and services will be offered to
consumers on local and global level. The product will be offered to local market will be
based on uniqueness of this enterprise whereas when working on global level it is
essential for a business to conform with the trends and preferences of people in the
international market. The products which will be offered by the company will be
corporate and school-wear clothing to various institution in the ventured market suiting
their need and preferences. Place: The place which has been chosen to offer products and services of this enterprise
is Singapore. The major reason is that it provides a favourable business environment and
emerged as one of easiest place to venture due to suitable policies and practices. The
business organisation entering this market will be able to have access to profitable south
Asian market and expand further.
 Promotion: the marketing strategies which are undertaken covers a small area whereas
international marketing covers a large area. Therefore while carrying out promotional
strategies on the global level it is essential for an organisation to utilise tools which
carries wider reach such as social media marketing and search engine optimisation. While
promoting products at a local level, billboards and discounting measures should be
incorporated (Turnbull and Paliwoda, 2012). It is essential for this organisation to opt for
a right combination of the online and offline marketing measures so that people
belonging to different segment can be informed and persuaded to buy products and
services of this clothing manufacturer.
TASK 4
P7 Explain and analyse the various international marketing approaches your client organisation
can adapt
In this current business environment, there are two type of marketing approaches which
are helps to expend work at international level. Management of an organisation develop
strategies in order to increase their business activities as well as expand their market at global
level in order to rise profits in long period of time in limited period of time. Through effective
10