International Marketing Report: Strategies and Market Entry

This report provides a comprehensive overview of international marketing, encompassing its scope, concepts, and strategic approaches. It delves into the rationale for organizations engaging in international marketing, exploring various market entry strategies, and evaluating the criteria and processes involved in selecting international markets. The report examines the advantages and disadvantages of different market entry methods and discusses the global versus local marketing debate, providing insights into the circumstances under which companies might adopt either approach. Furthermore, it analyzes the application of the 4Ps of marketing (product, price, promotion, and distribution) in an international context, and articulates diverse international marketing approaches, including multi-domestic, global, and transnational strategies. Finally, the report concludes with a comparison of international and home orientation and methods for assessing competition, outlining the implications of each approach.

International marketing

INTRODUCTION
International marketing is business performance activity which are designed to price,
place, promote and the direct flow of organization’s good and services to customer or the user
into more than one country for the profit. It is the marketing of business across the world for
meeting their overall goal and objective.
The above report includes the analyzation of concept and scope of the international marketing.
The importance for a company who want to market their business globally and several route for market
which can be adopted by them. Evaluating selection process and criteria for using when considering the
global market. Explaining various strategies for market entry, including advantage & disadvantages. Key
argument on global versus local debate. Investigating how product, price, promotion and distribution
approach differ. Analyzing several international marketing approach that can be adopted by company.
Report ends with comparison international and home orientation and mode for accessing rivalry
outlining implication of every approach.

LO1 understanding how market contribute to business strategies
P1: Scope and concepts of Marketing
Various scope and concept of marketing are with the help of international marketing there are
various opportunities which rises for the development and helps in flourishing the market
improving various routes which can make help in the development of the business marketing
can help in the raising the international standards of the firm by developing the market abroad
with the help of marketing. International marketing leads to a business deals among nations
which helps in the economic development of the countries. Various business opportunities rises
which gives the rise in the market. Companies like Coca-Cola has take a great achievements due
to marketing and branding in the international market. This adds up the value and core
business concepts which can help in the development of the firm(Morgan, Feng and Whitler,
2018.).
With the help of international advertisement have helped many of the organizations
which are growing financially as well as in the growth of the company. With the growth of
marketing there has been a rise in the market which has helped companies like Air BnB and
Coca cola with imports and exports, various means of the development has been improved and
the business strategies have been upgraded with the international marketing.
P2: Rationale for an organization-
For an organization there are various ways to improve the frequency of the business and to
elaborate the business strategies which can help in the development of the company’s like coca
cola, AirBnB etc. various roots can be adopted which can help in the development of the
business in the newer market which can help in maintain the rapid growth and elobarating the
business opportunities. These can be done by direct sales, join ventures, expand business with
the local firm, foreign place operation(Kotler and et.al., 2018).
These improvements can be done by the global advertisements which can improve the various
branding and promotions and create awareness among the people for the product. Easy way is
of the global marketing which can increase the global opportunities for the branding and to give
a global interaction of the product in the market increasing the global opportunities which can
give rise to the sales and establish a strong base for the brand and increase the efficiency of the
sales and evolve in the branding. Branding with the global face can help in increased
opportunities of the sales adding up the brand value to the organization like coca cola and
Tesco.:
M1: opportunities and challenges of international marketing

Various challenges which are emerging in the world which relates to the restricted growth and
development opportunities which are described as follow:
 With the emerging culture there are various change in trends with respect to time which
can restricts growth and development.
 Other challenges are the growth due to tariffs and export challenges which restricts
growth of the organization.
Challenges of international marketing:
 Main challenge is to maintain the sites which can help in the development and the
establishment of international trade practice.
 Securing the budget which can help in the development of fair trade practice.
LO2: Evaluation of techniques for the selection of international markets
P3: Criteria and selection process to use while considering international market
International market is the technique which can be used to establish the effect for the
development of the international market which can be used to establish an organization which
can help in the growth of the organization in all the aspects like cultural, political and
financially. There is a systematic process in the selection of the international market. Following
steps can be included which are stated below:
 Identifying international market objectives- marketplace is identified with the help of
the local supporting bodies which can help in the development of strategies to flourish
at the marketplace(Eteokleous, Leonidou and Katsikeas, 2016).
 Parameters for selection- various parameters are set upon which helps in the
development of the business at a newer place which help in maintaining the business
and help in the development of organizations like Tesco and Coca- Cola.
 Preliminary screening- screening is set upon by the organization before the
development of the expanding idea of the organization which can help in the evolution
of the organization at the marketplace.
 Testing of the marketplace- market is tested upon the various ideas which can help in
the development of the product and chances of expansion of the companies such as
Tesco and Coca-Cola.
 Commercial production- commercials are set up on the various parameters so as more
and more of the customer’s attraction is gathered and are set up for the development
of the organizations.
P4: Market entry strategies-

Marketing strategies mainly depends upon the advertisement campaigns which are useful to
enter the new market with the strategies to capture the marketplace in a rapid approach. It is
the strategy developed which can be used to gain over the trust at the marketplace which can
help in flourishment of business which can acquire the large marketplace and more trusted
customers(Samiee and Chirapanda, 2019.). Various techniques are used to minimize the risk and
for the development of the opportunities like trade practices, market strategies etc.
Advantages:
 Advertisement is an easy marketing strategies which can help in expanding the
customers.
 Advertisements are not difficult to create they boosts up the knowledge and vision of
the buyers.
 For an organization to capture a marketplace there exists a strategy to attract
customers and to evaluate the layout and functioning.
Disadvantages:
 With the advancement of the digital revolution there are many cases in which the
trends change with a short span of time which can affect the performance of the firm.
 Advertisements are hard to work upon which can be used to restricts the
advertisement efforts.
 Many of the advertisements are highly priced, which can be a drawback to many firms.
M2: Market evolution strategies for firms-
Many of the firms strategies are dependent on the advertisements which can help in the
development of strategies. For capturing the market there must be a strategy which can help
in the feasible study of market and developing the strategies which can help in maintaining
the business and achieving the future career goals of the organization(Ibeh, Crick and Etemad,
2019).
P5 Argument global versus local debate-
The global marketing includes promotion, sale of the product at global level whereas the local
marketing include the marketing, sale of goods at local level. Now more and more business are
moving forward for having opportunities and growth so they are exploring further for gaining
their goal and objectives. Through local business company could gain interest of various consumer
towards their product at local level which is at the small context. In the global market it had wide
area and scope of marketing for an company.

M3 Evaluating circumstance which company can adopt global or local
approach-
It can be stated that the company must use global marketing so that they can explore their
product and services at global level this can be done effectively through this strategy. There are many of
the various opportunities which are associated with international marketing can be take over by
company for their further success and growth.
P6: Product, price, promotion and distribution approach:
4p’s of marketing are:
Product- In international markets this may contain thinking of several different factors
inclusive of purchaser's cultural backgrounds, faith, shopping for habits and tiers of private
disposable earnings. in lots of instances an employer will need to adapt their product and
advertising blend approach to meet neighbourhood "needs and wants" that can't be
modified(Javalgi and La Toya, 2018).
Price- pricing is difficult as well as thinking of traditional charge concerns which includes
constant and variable expenses, opposition and target agencies (click on right here for similarly
facts approximately advertising blend pricing) a company desires to recollect additional
element together.
Place- Distribution in country wide markets together with the United Kingdom will likely
involve items being moved in a sequence from the manufacturer to wholesalers and onto
outlets for customers to buy from. In a distant place market, there may be more parties
concerned due to the fact the products want to be moved round a overseas marketplace.
Distribution approach- distribution approach of various companies are in a terms of the
various strategies taken up by the firm which can help in maintaining the distribution facility
in the new market which can bring about the change in the strategy which can help in
development of organization and establishing the marketplace.
M4: articulation of different market selecting strategy:
Product- fundamental advertising standards tell us that we can promote extra of a product if we
goal to satisfy the desires of our target market.
Price- Pricing on a global scale is a complicated assignment as it may vary place to place.
Place- The location detail of the advertising blend is ready distributing a service or product to
the client, on the right place and at the proper time.

Distribution approach- approaches led by the company to establish a well being of
organization with various approaches.
P7: International Marketing Approaches:
Multidosmetic Strategy - Companies with a multi-domestic strategy have as aim to meet the
needs and requirements of the local markets worldwide by customizing and tailoring their
products and services extensively. In addition, they have little pressure on global integration.
Consequently, multi-domestic firms often have a very decentralized and loosely coupled
structure where subsidiaries worldwide are operating relatively autonomously and
independent from the headquarter(Mathews and et.al., 2016).
Global strategies
Global companies are the opposite of multi-domestic companies. They offer a standardized
product worldwide and have the goal to maximize efficiencies in order to reduce costs as much
as possible. Global companies are highly centralized and subsidiaries are often very dependent
on the HQ. Their main role is to implement the parent company’s decisions and to act as
pipelines of products and strategies. This model is also known as the hub-and-spoke model.
Transactional strategy
The transnational company has characteristics of both the global and multi-domestic firm. Its
aim is to maximize local responsiveness but also to gain benefits from global integration. Even
though this seems impossible, it is actually perfectly doable when taking the whole value chain
into considerations. Transnational companies often try to create economies of scale more
upstream in the value chain and are more flexible and locally adaptive in downstream activities
such as marketing and sales. In terms of organizational design, a transnational company is
characterised by an integrated and interdependent network of subsidiaries all over the world.
These subsidiaries have strategic roles and act as centres of excellence. Due to efficient
knowledge and expertise exchange between subsidiaries, the company, in general, is able to
meet both strategic objectives.
P8: Ways of accessing competitors and implecting approaches to overcome the effect-
The different organisations perform business with different orientation supported the
characteristic of the operations of their business, their products and following the suitability to
their foreign market and their customers. The numerous orientation is: Ethnocentric or Home
Orientation:
Ethnocentric orientation involves expanding domestic products into international markets to
utilise the excess production within the domestic market. However, the primary focus is on the
wants of the local market and thus they develop business strategies following the necessity of
the domestic market. The marketing mix, also because the production of products, is

completed following the country requirements but they get engaged in international marketing
to undertake to extra business.
Polycentric: Polycentric orientation involves the assembly of products following the wants and
requirements of varied markets. The business organisations give the marketing rights to their
business partners within the foreign market, to carry out the marketing operations
independently following that specific market.
Geocentric or International Orientation: In international orientation, the whole world is taken
under consideration together market by marketers. to possess the utmost share of the earth
market, most of the companies nowadays, are adopting International orientation. Thus, to carry
out business operations, these businesses adopt standardised marketing strategies. However,
before launching a product during a specific market, full analysis of the requirements and
culture is completed by the marketers.
M5: Market approaches analyzing competitors:
Relationship advertising is a facet of client courting control (CRM) that focuses on client loyalty
and lengthy-time period purchaser engagement as opposed to shorter-term goals like patron
acquisition and character income(Samiee, 2020).
Marketplace research gives groups critical information on customers, competition, and
marketplace. most businesses declare to apprehend the value of this studies due to the fact they
may be using this information to promote their product to their customers. marketplace research
is simply as important for global business
Group of workers who is the most knowledgeable approximately the goal markets. international
advertising views the complete international as one and creates merchandise with the intention to
only require weeks to fit into any local market.
Marketing is the method of building information and communication among the supplier and the
customer. income takes this technique one step further, and may be characterized as the
technique of enjoyable the desires of customers with a excellent services or products,
consummated with the aid of the exchange of money.
Conclusion:
From the above study it has been summarized that international marketing is best strategy
which can be used by companies to become successful. Many business opportunities which are
created by businesses through global marketing. The company can gain their objective
effectively through this marketing strategy which can influence wide range of consumer towards
company at international level. This is helpful for company to sustain in market for long term
and compete with rivals effectively.

References:
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Kotler, P and et.al., 2018. Marketing management: an Asian perspective. Pearson.
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international marketing: review, assessment, and future research. International Marketing
Review, 33(4), pp.580-624.
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forward. International Marketing Review.