International Marketing Approaches & Competitor Analysis for Kristy's

This report provides a detailed analysis of international marketing strategies for Kristy's, a UK-based business specializing in healthy, gluten-free, and dairy-free food products. It begins by outlining the scope and key concepts of international marketing, including exports, imports, and management contracts, and introduces the EPRG framework (Ethnocentric, Polycentric, Regiocentric, Geocentric). The report then examines the rationale for Kristy's to expand internationally, considering factors such as increasing obesity rates and limited local market growth, and explores various market entry routes like franchising, direct exporting, and joint ventures. Opportunities and challenges in international marketing, including tariff barriers, complex administrative policies, and exchange rate differences, are evaluated. Furthermore, the report assesses key criteria for selecting an international market, such as political risks, environmental concerns, and trade barriers, and details the international market selection process. It also discusses different market entry strategies, including exporting, partnering, greenfield ventures, and licensing, highlighting their advantages and disadvantages. The global versus local debate is explored, with an emphasis on product, pricing, promotional, and distribution approaches in various international contexts. Finally, the report analyzes different international marketing approaches Kristy's can adopt, compares home and international orientation, and outlines ways to assess competitors, providing recommendations on how the organization should operate internationally.

INTERNATIONAL MARKETING
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Table of Contents
INTRODUCTION................................................................................................................................2
LO1...................................................................................................................................................3
P1 THE SCOPE AND KEY CONCEPTS OF INTERNATIONAL MARKETING.......................................3
P2 EXPLAIN THE RATIONALE FOR KRISTY’S TO MARKET INTERNATIONALLY AND THE VARIOUS
ROUTES TO MARKET THE ORGANIZATION CAN ADOPT..............................................................5
M1 EVALUATE THE OPPORTUNITIES AND CHALLENGES THAT MARKETING INTERNATIONALLY
PRESENTS TO KRISTY’S.................................................................................................................7
LO2...................................................................................................................................................8
P3 EVALUATE THE KEY CRITERIA AND SELECTION PROCESS TO USE WHEN CONSIDERING
WHICH INTERNATIONAL MARKET TO ENTER..............................................................................8
P4 DIFFERENT MARKET ENTRY STRATEGIES, INCLUDING THE ADVANTAGES AND
DISADVANTAGES OF EACH........................................................................................................11
M2 APPLY THE MARKET EVALUATION CRITERIA AND ENTRY STRATEGIES AND MAKE
RECOMMENDATIONS FOR KRISTY'S..........................................................................................14
LO3.................................................................................................................................................15
P5 AN OVERVIEW OF THE KEY ARGUMENTS IN THE GLOBAL VERSUS LOCAL DEBATE.............15
P6 HOW THE PRODUCT, PRICING AND PROMOTIONAL DISTRIBUTION APPROACH DIFFERS IN
A VARIETY OF INTERNATIONAL CONTEXTS...............................................................................17
M3 EVALUATE THE CONTEXT AND CIRCUMSTANCES IN WHICH KRISTY’S SHOULD ADOPT A
GLOBAL OR LOCAL APPROACH, HIGHLIGHTING THE IMPLICATIONS OF DOING SO.................19
M4 HOW TO ADAPT THE MARKETING MIX OF KRISTY’S IN DIFFERENT INTERNATIONAL
MARKETS....................................................................................................................................20
LO4.................................................................................................................................................21
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P7 ANALYZE THE VARIOUS INTERNATIONAL MARKETING APPROACHES KRISTY’S CAN ADOPT
...................................................................................................................................................21
P8 COMPARE HOME AND INTERNATIONAL ORIENTATION AND WAYS TO ASSESS
COMPETITORS, OUTLINING THE IMPLICATIONS OF EACH APPROACH.....................................24
M5 EVALUATE VARIOUS MARKETING APPROACHES AND COMPETITOR ANALYSIS IN
RELATION TO AN ORGANIZATION AND MAKE RECOMMENDATIONS ON HOW THEY SHOULD
OPERATE IN AN INTERNATIONAL CONTEXT..............................................................................25
CONCLUSION.................................................................................................................................26
REFERENCES...................................................................................................................................27
2

INTRODUCTION
The term international marketing is defined as applying the principles of marketing not in one
but in more nations. In this assignment is the main highlight is the international marketing of a
local company like Kristy’s along with basis on which the company can shift to an international
market. In order to gain relevant information about expanding into international market,
Kristy's has hired a marketing consulting firm that will help them in developing their business
strategies for an international market. Furthermore, here the analysis on the way of choosing a
particular international market for Kristy Henshaw to expand its business and the several
marketing tactics and its drawbacks and benefits are also discussed here.
Kristy’s is a business that is owned by Kristy Henshaw, the idea behind this startup was to make
healthy food those are free from dairy products and gluten. Later as the business developed
she entered into making healthy ready meals for special children those are health as well as
tasty in consuming. Kristy's currently operating in the market of UK and the main aim of this
assignment is to internationally expand the business of Kristy's in an international market using
appropriate tools and strategies.
3

LO1
P1 THE SCOPE AND KEY CONCEPTS OF INTERNATIONAL MARKETING
The international marketing has a wider scope in today’s business world as compared to the
past; here is the detailed explanation regarding the scope of global marketing:
 EXPORTS: The organizations export there manufactured products and services to the
global market or send it to their franchise that is facilitating in the markets far off where
the products of the company are being a sale to local people of that place to gain
maximum revenue (Armstrong, et al. 2015).
 IMPORTS: The companies purchase the products from other markets so that they can
resale those products to their customers domestically that has been collected by putting
many efforts on it.
 MANAGEMENT CONTRACTS: In terms of scope in international marketing there is a vital
role in the management contract that supports in gaining the capable workforce using the
agreements. Better outputs are gained by calling the skilled workforce by the suppliers in
accordance with the terms and conditions documented in the contract.
The following are the concept of the international marketing:
The EPRG approach helps to understand the concept of international marketing, that is
understanding the global opportunities present for any organization, it consists of four stages
that help in making decisions:
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 ETHNOCENTRIC ORIENTATION: In this planning, the products planned and produced
according to the needs of the domestic consumers. It majorly concentrates on the laws and
policies that are practised in local organizations (Shoham, 2015).
 POLYCENTRIC ORIENTATION: In this approach business research is conducted and
individual person is asked about their needs and then the products are developed which
also includes pricing and promotional tactics that are best suited according to the
outcomes of the results.
 REGIOCENTRIC ORIENTATION: It is based on the market segmentation in accordance with
the similar aspects of the regions like political resemblances or economic resemblances
etc.
 GEOCENTRIC ORIENTATION: in this approach, the issues are resolved internationally
making sure that the accomplishment of political and legal obligations are kept in concern.
It offers unvarying goods and services so as to assimilate global functioning.
5

P2 EXPLAIN THE RATIONALE FOR KRISTY’S TO MARKET INTERNATIONALLY
AND THE VARIOUS ROUTES TO MARKET THE ORGANIZATION CAN ADOPT
As the marketing consultant firm here is the rationale for Kristy’s who is planning to expand its
business in international market so that it could provide its nutritional services in the local
markets of other nations as well:
 As there are many cases of obesity in many parts of the world so Kristy’s have planned to
serve their services in international market so that people can eat healthy there as well.
 Also, the development in the local market is less so growing globally will help in increasing
sales and result in more profit margins.
 By giving competition in the international market Kristy’s can solidify its security in the local
markets as well (Papadopoulos and Heslop, 2014.).
 It will help Kristy's to gain opportunistic development that is it will gain resourceful
opportunity to represent its business and help people to learn a healthy style of living.
FIGURE 1: REASONS WHY COMPANY CHOOSES TO GO INTERNATIONAL
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{SOURCE: HTTP://www.yourarticlelibrary.com/business/8-reasons-why-most-companies-
prefer-to-go-global-explained/13176}
The routes that Kristy’s can opt to expand in the international market:
 FRANCHISING THE COMPANY: Kristy’s can permit its franchises to the owners in other
nations who are interested in opening such stores that provide health and dairy and gluten
free products as well as ready to eat meals (Bonoli, 2017). The interested owners will pay
Kristy's certain amount that is decided at the time of the deal.
 DIRECT EXPORTING: Direct exporting is the simplest of all the routes under this Kristy's can
directly enter its desired market and sell its products.
 JOINT VENTURES: Under this, there is a partnership among two organizations or individual,
Kristy's can link up and invest in its project of setting up a store in the international market.
The investment is done almost equally by both the sides.
7

M1 EVALUATE THE OPPORTUNITIES AND CHALLENGES THAT MARKETING
INTERNATIONALLY PRESENTS TO KRISTY’S
The following are the challenges that Kristy's might have to face when expanding into
international markets:
 Tariff barriers include duties and taxes that are charged on the export and import of the
goods and services. The company’s marketing in the other nations at times finds it complex
to earn the required amount of profits at the time of operating internationally.
 Policies of administration are complex in both national and international nations hence
making marketing complex as the legal formalities are complex and take a lot of time
(Oumlil, et al. 2015).
 The difference among the exchange rates will create difficulty for Kristy’s to expand its
business in other nation.
The following are the opportunities that Kristy's might have to face when expanding into
international markets:
 The opportunities in the international marketing are an expansion of Kristy's business and
by promoting its services in an effective manner will help the company to gain a larger
customer base.
 Internal marketing opens the gate of opportunities and helps in boosting the image of the
brand; it helps to build a stronger customer base by presenting the brand in a positive
manner (Kotabe and Helsen, 2014.).
 Expansion in the international market provides the opportunity to the Kristy's to connect
with a new segment of market and consumers and deal with new business partners hence
improving its global networking.
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LO2
P3 EVALUATE THE KEY CRITERIA AND SELECTION PROCESS TO USE WHEN
CONSIDERING WHICH INTERNATIONAL MARKET TO ENTER
The following are the key criteria's that Kristy's must consider while choosing the international
market thoseare suggested by the marketing consultant firm:
 POLITICAL RISKS: It is essential to consider that political instability of that specific country
where the expansion is being planned such as investment restrictions as there are several
countries where there are limitations of who can own business and associated investments
in it.
 ENVIRONMENTAL CONCERNS: there is a major role of environmental factors while
choosing the international market for business as it can impact both in negative as well as
positive ways (Marchi, et al. 2014). Like if Kristy's package any food item to be parcelled
and it cannot bear the atmosphere of that country like heat, or extreme warm there are
many chances of the food being rotten.
 TRADE BARRIERS: The trade barriers must be focused majorly such as taxes as the duties
and tariffs differ from country to country and foreign business may lessen the profit
generation due to the high taxes on several business activities of Kristy’s.
INTERNATIONAL MARKET SELECTION PROCESS
 The very first step is a selection of the country by its identification Kristy's can opt any
country it desires to enter according to its basic overview regarding the potential of a new
market to except its business idea.
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 The second step is preliminary screening that is scoring the country and its market on the
grounds of macro-environmental elements like a rate of exchange, domestic consumption
level, stability in the financial state etc.
 The third step is in-depth screening which is said to be feasible for the entry in a new
market (Vaughan, 2016). In this step, detailed market information is collected that
supports in making appropriate marketing decision such as marketing mix like price,
product etc.
 The fourth step is the final selection that is keeping in concern all the factors potential
country is decide, here the managing department of Kristy's will align its strategic
objectives with a nation so that Kristy's can understand its competitors and other factors.
 Direct experience is the last step in which personal experience is considered the
management team of Kristy’s must travel to the finalized nation and experience it on the
several grounds like business practices, culture, food habits etc.
FIGURE 2: INTERNATIONAL MARKET ENTRY EVALUATION
{SOURCE: http://www.marketingteacher.com/the-international-market-entry-evaluation-
process/}
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P4 DIFFERENT MARKET ENTRY STRATEGIES, INCLUDING THE ADVANTAGES
AND DISADVANTAGES OF EACH
Following are the several types of market entry strategies along with its advantages as well as
disadvantages explained below:
TYPES DEFINITION ADVANTAGES DISADVANTAGES
EXPORTING Exporting means the
sales of goods and
services in the other
nations that are sent
from the native
nation (Watson IV,
2018). For example,
Cooley and Cooley,
Ltd.
It is easy to enter and
has less risk
Less knowledge of
local market, less
control, economic
influence on the
transportation
PARTNERING AND
STRATEGIC ALLIANCE
Under the strategic
alliances, there is a
contractual
agreement among
two or more
companies instructing
that the parties
included will
cooperate in manner
and at times to attain
common goals and
objectives (He and
Balmer, 2017).
Less risk, considered
as a native entity,
investments required
are reduced
Costs much as
compared to other
types, problems can
arise due to an
association of two
variant cultures
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GREENFIELD
VENTURE (LAUNCH
OF A NEW, WHOLLY
OWNED SUBSIDIARY)
The procedure of
implementing a new
and entirely owned
subsidiary is known as
greenfield venture
Much control, local
market knowledge is
gained, can be
considered as insider
as it hires local people
(Kacker, et al. 2016)
A risk is high due to
an involvement of
known people, setup
time is more hence it
reduces a speed of
entry
LICENSING AND
FRANCHISING
Licensing and
franchising is the
contract in which one
party gives the
permission to another
party to adopt its
copyrights, designs,
trademarks etc. for
e.g. Coca-Cola with
bottle companies
Less in cost, faster
entry, less risk
The legal and
environmental
obligations must be
full proof
ACQUISITION An acquisition is
termed as when one
company attains
control over the other
by buying its stock or
interchanging it. For
e.g. travel booking
site Expedia has
acquisition over
Orbitz.
Established
operations, known in
the market, quick
entry
Issues regarding
integration, higher in
cost
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Figure 3: MARKET ENTRY STRATEGIES
{Source: https://emerhub.com/market-entry-strategy/}
13

M2 APPLY THE MARKET EVALUATION CRITERIA AND ENTRY STRATEGIES
AND MAKE RECOMMENDATIONS FOR KRISTY’S
The following are the market evaluation criteria that Kristy’s must apply while planning to
expand its business in the international market:
 MARKET SIZE: That is the number of people interested in purchasing such nutritional foods
and ready to eat meals in the chosen market.
 PRICING POTENTIAL: The maximum amount of money people are willing to pay for such
food items like in the UK the minimum ready to eat a meal is of £50, so what will be the
highest amount paid by people in a chosen market (Johnson, 2016).
 COMPETITIVE ANALYSIS: Is to evaluate the competitors in the chosen market who are
operating in a similar business that Kristy's operate in and what are their strengths and
weakens that will support Kristy's while planning for its international marketing.
From the several market entry strategies, Kristy's must adopt strategic alliances or franchising
as strategic alliances will support Kristy's to gain a competitive advantage by accessing the
resources of the partner that even consist of technologies, markets, people, monetary
resources etc. It helps in gaining complementary proficiencies and resources that will support
the business of Kristy’s have to expand and develop in more speedy and effective manner. Also,
franchising can support Kristy's to establish its business in the international market by giving
the copyrights of its business to somebody operating already in the local market as it will help
in gaining market shares that are already established also financing in the business becomes
easy and the rights are exclusive in a single territory.
14

LO3
P5 AN OVERVIEW OF THE KEY ARGUMENTS IN THE GLOBAL VERSUS LOCAL
DEBATE
Here are the factors and the points that act as key arguments for local marketing versus global
marketing:
BASIS FOR DEBATE LOCAL MARKETING GLOBAL MARKETING
DEFINITION The term local marketing
means selling and purchasing
of products and services
within the geographical
limitations of the country (Xie,
et al. 2015).
Global marketing is
conducting various aspects of
business activities across the
geographical boundaries that
are in other countries.
INTERFERENCE OF
GOVERNMENT
It is less in this case Extremely high as each and
every aspect as considered
due to security concerns.
USE OF TECHNOLOGY It is in accordance with the
technologies that are being
traditional adopted.
The use of latest and new
technologies is more due to
exposure to new ideas.
CUSTOMERS BEHAVIOR It is similar and known to one
who is initiating a business in
a local market (Schreiter,
2015).
In the international market,
the choice, preferences and
taste of customer vary and
also is not very well
recognized.
PRODUCT MIX The decision regarding the
product mix is based on the
satisfaction and ideas of
In the global market, it has to
be done according to the
market and its current trends.
15

maximizing sales.
Thus, these are the key arguments that must be kept in concern by Kristy’s regarding the global
marketing and local marketing.
16

P6 HOW THE PRODUCT, PRICING AND PROMOTIONAL DISTRIBUTION
APPROACH DIFFERS IN A VARIETY OF INTERNATIONAL CONTEXTS
The elements of the marketing mix that is the 4P's product, place, price and promotion
approaches that vary in the terms of international market are as follows:
MARKETING MIX ELEMENTS VARIATION IN THE INTERNATIONAL CONTEXT
PRODUCTS In local marketing, the concept of the product
is sold the maximum product to accomplish
the requirements of the chosen market while
in international marketing it consists of
purchasing habits of customers, cultural
backgrounds, income level etc.
PRICING Pricing is the most complex activity while
going international as it varies from traditional
pricing in the local market and depends on
target customers and competition in the new
market the other extra factors that must be
considered while pricing is import duties, cost
needed for the transportation, economic
condition of the nation, the type of currency
they are interested in paying that is there local
currency etc. (Baker and Saren, 2016.)
PLACE Place means distributing goods and services to
the buyers at appropriate time and place such
as distribution in markets of UK will include
products being moved in a fixed pattern that is
from producers to wholesalers and finally to
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the retailers but in the international marketing
concept the products and services include
more parties as the products need to reach to
international market that even complexes the
business practices.
PROMOTION The organization needs to standardize the
promotional message and tactics in the
international market the promotional message
must be based on the language of that native
nation, along with its political climate,
religious beliefs, cultural practices any of this
must not be offended by the promotional
strategy (Huang and Sarigöllü, 2014.).
18

M3 EVALUATE THE CONTEXT AND CIRCUMSTANCES IN WHICH KRISTY’S
SHOULD ADOPT A GLOBAL OR LOCAL APPROACH, HIGHLIGHTING THE
IMPLICATIONS OF DOING SO
Nowadays going global has been a commercial aspiration for several companies. Kristy's must
adopt the global approach while expanding its business in the international market such as
Kristy's must adopt the technologies that are being used in the global market where it is
planning to expand its business as it will support in increasing the work efficiency of the
company that also helps to influence economies. But in terms of selling the product, Kristy's
must adopt local approach selling similar product worldwide the company can purchase raw
material in a huge amount that will save a lot of money for the company also it helps in saving
the funds of the company in terms of labour, packaging and promoting. Also, the strategic
alliances using the global approach help to bring new strategic business ideas, competencies,
and capacities in the new business (Johanson and Mattsson, 2015.). By following the global
approach in terms of governmental laws and regulations regarding taxes, employment acts and
other business elements Kristy’s will never fall in the issues if all the legal obligations of the
international market are being adopted. Also by the global approach, the company can
understand the different culture and standards of that nation that will result in a positive social
image of the company, appropriate marketing formulation and put right things forward for the
customers. All these global and local approach will help Kristy’s build its name in the new
market and will support its expansion in the international market hence resulting in a profitable
business.
19

M4 HOW TO ADAPT THE MARKETING MIX OF KRISTY’S IN DIFFERENT
INTERNATIONAL MARKETS
Kristy's must adopt the marketing mix in the international markets in accordance with the
trend, culture and marketing style adopted in that specific market. Such as for the product it
could use product standardization that is it must launch an unchanged product in the
international market. This action will support the Kristy’s as its product due to its same nature,
taste and health concerns will have same utility for the buyers in an international market. For
the pricing, Kristy's can adopt the separate pricing strategy because the variations in the
competition and economy of the people the pricing must be decided in a way that it is better
than its competitor and affordable to local people of that nation. For the place or the
distribution policy, everything must be kept in concern by Kristy’s such as inventory, channels,
assortments, transport, coverage etc. especially when it comes to the international market each
and every aspect has an importance of its own (Helm and Gritsch, 2014.). For the promotion in
the international market, Kristy’s must be clear with its objective that it has to display in the
international market, it must consider all the guidelines of the law that controls promotional
activities in every nation also cultural aspects such as religion, language, symbols must be
concerned. Thus, all the above-explained marketing mix in Kristy’s will support its working in
the international marketing.
20

LO4
P7 ANALYZE THE VARIOUS INTERNATIONAL MARKETING APPROACHES
KRISTY’S CAN ADOPT
Each company operating in the business sector requires a proper framework that supports it to
resists in the international market. Following are the two approaches that can be adopted by
Kristy’s are as following:
 DECENTRALIZED APPROACH OF INTERNATIONAL MARKETING: In this approach of the
international marketing approach the company will influence the decision making and
several other functioning of the market to the suppliers, distributors and market agents.
This method can be suited to the Kristy’s as its goods and a service needs a market that is
heavily regulated. Its goods and services are required to be localized in a manner so that it
could be vended in the international markets. The main approach of the decentralized
method is to support and encourage the domestic market representative (Zhou and
Guillén, 2015.).
FIGURE 4: DECENTRALIZED APPROACH TO INTERNATIONAL MARKETING
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{Source: http://www.tradeready.ca/2014/global_trade_tales/two-approaches-smarter-
international-marketing-centralized-vs-decentralized/}
 CENTRALIZED APPROACH OF INTERNATIONAL MARKETING: In this method, the marketing
team of the company operating in the headquarters decides majorly all of the marketing
decisions including planning it as well as implementing those marketing programs. This
method can be helpful to Kristy’s if its marketing team is extremely skilled and has enough
experience regarding the international marketing (Eteokleous, et al. 2016). If the
management of Kristy’s can find out experts to support its marketing team and confine its
products to appropriate levels. If the company needs less or no localization which the case
is in an extremely globalized market.
FIGURE 5: CENTRALIZED APPROACH TO INTERNATIONAL MARKETING
{Source: http://www.tradeready.ca/2014/global_trade_tales/two-approaches-smarter-
international-marketing-centralized-vs-decentralized/}
Among the given two approaches one must be adopted by the Kristy’s that will help in its
effective working in the international marketing and will provide it with the opportunities to
reach to its targeted market.
22

P8 COMPARE HOME AND INTERNATIONAL ORIENTATION AND WAYS TO
ASSESS COMPETITORS, OUTLINING THE IMPLICATIONS OF EACH APPROACH
There are many differences among the international as well as home orientation when it comes
to planning expansion in the international market. In the UK Kristy’s has a team of skilled
experts that provides health and nourished food items and ready to eat meals also its team is
expert in making ice-creams that are free from dairy products as well as gluten-free. But at the
time of rendering similar facilities of the products and services in the international market, it is
important for Kristy’s to assess its rival companies so that its products and services are
appreciated within the new market. There is much need of the international orientation so that
it explains the needs of the chosen segment which is aligned with the needs of the customers in
the international market as well.
WAYS OF ASSESSING COMPETITION IN THE INTERNATIONAL MARKET
Following are the ways in which the competitors in the international market can be assessed:
 Must search beyond the Google that is instead of simply going to the website of the
competitors there is need to dig the infor4mation in depth by using practical approach.
 Apart from online tools, there are several offline tools that are also inexpensive that helps
in tracking the activities and the strategies of the competitive company (Deresky, 2017).
 The customers must be asked about the facilities and services that are being provided by
the rival companies talking and consulting to the buyers is the best way as well as
inexpensive and helps in gaining original information about the competitors.
 Check in to the suppliers that are working in the business one shares its suppliers with its
competition it could help the company to ask basic questions about them to know what
companies are buying and what prices are they paying to them.
23

M5 EVALUATE VARIOUS MARKETING APPROACHES AND COMPETITOR
ANALYSIS IN RELATION TO AN ORGANIZATION AND MAKE
RECOMMENDATIONS ON HOW THEY SHOULD OPERATE IN AN
INTERNATIONAL CONTEXT
In the context of Kristy’s the best marketing approach is decentralized marketing approach that
will help it to operate in the international market with full efficiency. Also, the competitor
analysis of the Kristy’s can be carried out following each step such as defining the industry that
is scope as well as nature of the industry that is Kristy’s is operating the food industry that
prepares ready to eat a meal that is healthy and full of nutrients and also tastes good. The next
step is analyzing the competitors such as the competitors of Kristy’s are Daniel’s group of
companies, Sankalp group etc. The next step is finding the potential customers of the company
along with their expectations from the products of Kristy’s. The other step is finding out the
main strengths of the company such as its pricing, product quality, services it provides etc. The
last step is to mark the competitors of the Kristy’s in the ranking of the elements explained
above.
Recommendations for Kristy’s are it should first go to the place where it wants to set up its new
business in order to explore the market and search for better contracts and agents who can
support in their business activities. The company must go for the decentralized approach of the
international marketing so that it can grow its reporting as well as decision-making channels
that permit the company to gain better return because of its expansion.
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CONCLUSION
This assignment concludes with the various aspects of the international marketing that will
support a local business to expand over the international market. This report discusses the
main concepts that are linked to the international marketing and the justification for its
expansion in the international market that helps the company to establish in an international
market. Along with this, the discussion is also based on the several methods that the company
can apply in order to establish in the international market. Furthermore, this assignment
explains about the selection process that is adopted when choosing the international market
along with the strategies to enter the market with its disadvantages and advantages. Lastly, this
report analysis the several approach to international marketing and the comparison of
international and home orientation.
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