International Marketing Analysis and Strategies for Ledbury

This report provides a comprehensive analysis of international marketing principles and strategies, focusing on the expansion of the Ledbury restaurant into global markets. It begins by defining international marketing and outlining its scope, key concepts, and the rationale for organizations seeking international expansion. The report then delves into market entry strategies, including direct and indirect routes, and evaluates the opportunities and challenges associated with international marketing. It examines the criteria for selecting international markets, such as labor costs and growth potential, and explores various market entry strategies like franchising and joint ventures. Furthermore, the report addresses the global vs. local marketing debate, investigating how the marketing mix (product, pricing, promotion, and distribution) should be adapted to different international contexts. It evaluates marketing approaches and competitor analysis and concludes with recommendations on how companies should be structured to increase the opportunity. The report aims to provide a detailed overview of the key aspects of international marketing, offering valuable insights for businesses looking to expand their operations globally.

International
Marketing

Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1. Analyse the scope and key concepts of international marketing...........................................1
P2. Rationale for an organisation to want to market internationally and different routes to
market they can adopt..................................................................................................................2
M1. Evaluate the opportunities and challenges that marketing internationally presents to a
company.......................................................................................................................................3
TASK 2............................................................................................................................................3
P3. Key criteria and selection process to use when considering which international market to
enter.............................................................................................................................................3
P4. Different market entry strategies, including advantages and disadvantages of them............4
M2. Apply the market evaluation criteria, strategies and make recommendations.....................5
D1. Critical evaluation of international market context..............................................................5
TASK 3............................................................................................................................................6
P5. Present an overview of the key arguments in the global vs local debate..............................6
M3. Evaluate the context and circumstances in which an organisation should adopt a global or
local approach..............................................................................................................................7
P6. Investigate how the product, pricing, promotional and distribution approach differs in a
variety of international contexts..................................................................................................7
M4. Determine and articulate in detail how to adapt the marketing mix in different
international markets...................................................................................................................9

D2. Produce a critical evaluation of how the marketing mix is applied to a range of
international contexts...................................................................................................................9
TASK 4............................................................................................................................................9
P7. Explain and analyse the various international marketing approaches...................................9
P8. Compare home and international orientation and ways to access competitors...................10
M5. Evaluate several marketing approaches and competitor analysis......................................11
D3. Make recommendations on how companies should structured to increase the opportunity
...................................................................................................................................................12
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
International marketing is an activity and application of marketing principles to fulfil the
range of requirements and demands of several individual residing cross wise the national
borders. Basically, international marketing refers to a business environment in which companies
of different nations can operate their business and offer their goods and services to people of
different country with the motive of providing satisfaction to their desire (Cateora and et. al.,
2020). It indicates the performance of the business actions and operations at international extent
so that organisation can also make the flow of its commodities and facilities to its target
audiences in more than one nation to earn profit. This document is supported to Ledbury which
is a restaurant and situated in London. The report will discuss about key concepts and scope of
international marketing. Moreover, it will consider information about key criteria and assortment
activity to determine to enter in international market, marketing approaches, marketing mix and
comparison among home and host orientation.
TASK 1
P1. Analyse the scope and key concepts of international marketing
International marketing can be described as planning, determining, performing and
publishing the commodities and facilities of an organisation at international extent and provide
satisfaction to the demands and desires of consumers who living in several portions of across
world. If the company does this kind of marketing then it is acknowledged as international
marketing. In global market, incorporation has large scope and without international marketing
no company can survive and sustain till long period. Now these days marketing plan of action
are not limited so by utilising different plan of actions of marketing, business company can enter
their business organisation can enter their business in global market (Kotler and et. al., 2018).
There is large scope because maximised purchasing behaviour has led to high taste of
commodities between consumers. With the beginning of the amount of competition that can be
posed in term of them. There is wide scope when a company operates globally such as:
 During the time of international expansion, the firm ware with several trends, needs, and
culture and market requirements. Then by producing goods and services according trends
and needs of target audiences, it can retain them till long time period and make growth in
economic system of establishment.
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 If the business venture operate internationally and offer commodities and facilities as per
customers’ demands, then it can make improvement and growth in business by
developing productivity, profit margins and target audiences.
The concept of international marketing is finding out satisfaction of needs and demands o
international consumers better than rivals both domestic and global. When a business firm run its
business globally, then the key purpose of the firm is to provide satisfaction to their needs by
providing them commodities and services according to them (Morgan, Feng and Whitler, 2018).
Ledbury is a small restaurant which operates its business within UK. But now the management
of the enterprise is analysed to make expansion in it by business by operating it international
level. The administration decided to expand it in developing nation like Asia, Africa and China
as these are nation where cost of labour is low and chance of growth is high in comparison to
other nations. The concepts of making expansion in business this place is to develop profit,
productivity and sales of respective establishment.
P2. Rationale for an organisation to want to market internationally and different routes to market
they can adopt
In present time organisations are searching development and success options to make
expansion in the business at global level as with this; they earn several advantages like profit
maximisation, development in consumer base and many more. In Ledbury, the management
desires to expand in its business at global extent and the rationale behind it is described as under:
Hire new or fresh talent- It is another reason of making business expansion at global level.
BY running business globally, the venture will hire new and fresh skilled as well as well
qualified workers who assist it in running it in more effective way. In context to Ledbury the
management wan to run international extent as they want to hire talented employees who help in
producing food items according target audiences needs and preferences. This will assist in
fulfilling customer’s demands and making growth in business.
Developing profitability- It is one of the major reason causes of which Ledbury finding out
global development opportunity. It is as when the management will operate its business
internationally, they make growth in number of consumers and sales (Paul and Mas, 2019). It
will create favourable impact over profits of firm in form of increasing them.
Various routes to market the company
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Direct route- In Ledbury, the management of the company can choose thus way because it
makes direct contacts with the individual of international marketplace with the motive of
increasing sales of commodities and services (Christofi and et. al., 2018). They can use several
marketing channels like websites deliveries, distribution the mail order catalogues to make
instant contact with their consumers.
Indirect route- It is another route to market and this method include the channel that help
the company to make contact with its customers. These channels play role as third party and the
management of Ledbury can handover the responsibilities to affect the behaviour of target
audiences. The channels are sales agents, distributors and franchisees etc. and under it, the
respective firm can use franchises for their global expansion.
M1. Evaluate the opportunities and challenges that marketing internationally presents to a
company
Challenges and Opportunities of International marketing
Opportunities
 It also provides opportunity to make development in the market size and chare, increasing
profitability and improving productivity.
 By accepting of selecting international marketing strategy, the respective company
capable to make expansion in its business by getting attention of number of customers,
shareholders and investors at different destinations.
Challenges
 The main challenge is alteration and changes in laws and regulations as well as
government policies of several nations that affect business of establishment.
 Diverse nations have their own laws, regulations and policies so cause of which ledbury
can face issues of political instability and economic condition etc. (Yang and
Gabrielsson, 2018).
TASK 2
P3. Key criteria and selection process to use when considering which international market to
enter
The key criteria and assortment activity regarding global market, the company can consider
some points and they are defined as under:
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Cost of labour- In China, the cost of labour is low and cheap in comparison to UK so the
administration of Ledbury is decided to expand business and get entry in this international
market. This will be effective to the firm to save its labour cost.
Growth potential- It is other criterion to select a market where an establishment can operate
its business effectively (Sapouna, P. and et. al., 2018). If Ledbury operate its business in
international market, then it can search out growth potential in the market in reference to
technologies, needs and demands of target audiences, laws and legislations, skilled workforce
and many more.
Market selection is also play an effective role to enter the business of a company at
international level. The selection activities of marketing are as under in context of Ledbury:
International marketing objectives- It is foremost step of this process that refers that
management f organisation framed aim before get entry in international marketing like growth o
business, earning profitability and satisfying consumer’s needs and desires etc.
Short listing market- After analysing and understanding the parameters of selecting entry
method, the management of company can choose a market place on the basis of selected
variables. In this stage, the administration can choose a market that can be effective to the
establishment and where the business venture can provide different kinds advantages.
Test marketing- After selecting the market the administrator of business enterprise test the
market by launching its products and facilities at market place. it assist the manufacturer in
measuring all over responses of target audiences from a particular market, after tested growth the
production can be commenced on a large level.
Commercial production- It is the final segment in which once the product is tested in
market, the organisation go forward with accumulation manufacturing, minor improvement (Paul
and Rosado-Serrano, 2019). The management of Ledbury can produce large number of food
items as per consumer’s needs and their taste & preferences.
P4. Different market entry strategies, including advantages and disadvantages of them
There are several methods that an organisation can accept in order to get entry in to a new
market place. In reference to Ledbury, the description of several market entry routes is as under:
Franchising-It is a way and method by which an establishment can get enter in to market with
the purpose of running its business globally and satisfied need of international consumers. In
Ledbury, with the help of it, the owner of the firm acquires distributors by related suppliers. It
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can be an act of agreement where an organisation provides its right to other firms to utilise its
trademark to run the business.
Advantages- It is effective for Ledbury as the company can utilise this plan of action in
armlet to enter its business and offer its food items globally.
Disadvantages- The main disadvantages of this strategy are that there are basically demerits on
where the company can operate business, buy maw material and sell final commodities (Agwu
and Onwuegbuzie, 2018).
Joint Venture- It is another effective market entry route and it is type of partnership but there is
only an organisation or person to make partnership in reference to operate business. It can be an
agreement of two ventures that they combine their marketing strategies with the purpose of
earning profitability and maximising market share. The management of Ledbury can use it to
market its food items and facilities, increasing profits and number of target audiences.
Advantages- It is beneficial for organisation because it provide companies with the
possibility to profit new ability and expertise.
Disadvantages- The main demerit of it is that it consume more time and take more
effectiveness to make development in the right relation with other business which can be
demanding.
M2. Apply the market evaluation criteria, strategies and make recommendations
Market evaluation criteria
An establishment can evaluate the market for the business by using different criteria; some
of them are defined as below:
Market size- It is the main tool and technique to measure a specific market. The
management of the business form can analyse that how many customer are appropriately and
actively buying the goods and facilities of company under which the venture operating its
business.
Speed to market- It is another form to evaluate market and can be used by the administration
of firm (Kaleka and Morgan, 2019). Under it, the business enterprise can monitor that how fast
the market assists in selling the goods and services of establishment.
D1. Critical evaluation of international market context
From the above mentioned information it can be critically evaluated that Joint venture is an
efficient and appropriate strategy and plan of action that can be accept by the administration of
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Ledbury in term of making business expansion in different nations. Because with the assistance
of it, business venture can make partnership with other organisations that are already operating
their business in respective business industry ad have a good brand image (Blythe and Martin,
2019). It will enable in setting up the business of respective company.
TASK 3
P5. Present an overview of the key arguments in the global vs local debate
It is generally acknowledged that international marketing is appropriate for establishments
as it assist in offering success and development chances to increase sales, profitability ratio and
market share of organisation by offering better and quality products and facilities to its consumer
according to their wants and demands. So that they can show their interest and stay with the
company till long time duration. Better quality infrastructural and abstraction services assist in
offering benefits to the entity in form of infrastructural and communication services that assist in
offering benefits to the entity in form of maximising sales, profits and productivity. In reference
to it, local marketing lags behind global marketing because this trends to insufficiency the assets,
raw materials, infrastructure as well as needed technology to organise manufacturing process in a
form that can furnish rivalry benefits to the company in term of global rivals. Local marketing is
not high preferable that states to attract large number if target audiences which is not reach in to
establishment in home country.
Some of the people believe that national marketing do not offer advantages in rivalry
marketplace because the previous is fewer decomposable and the entities are rather aware with
the market scenario of home country. The monetary assets required for setting up the name and
post of the company in domicile nation is much easier than to operate international level. Thus,
the accountability of sustainability is high when the organisation is considered in local
marketing. In context of it, global marketing is determined to be efficient as the consumer
contact in international market is complex to manage (Samiee, 2020). As, it owes to the presence
of a range of competitors who are always waiting for a possibility to request the consumers of
well established venture and reduce their market development and market share as well.
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M3. Evaluate the context and circumstances in which an organisation should adopt a global or
local approach
There are ranges of situation in which a business venture like Ledbury can accept local and
global approach. In term of making development in sales, profits and number of consumer base,
the firm can adopt global approach. Within it, the firm can its business in number of nation and
offering its goods and services as per consumer needs of new market as it will assist in deal with
the circumstances of lack of sales, profit and customer base (Cateora and et. al., 2020). If the
firm establish by investing less capital and resource then it can adopt local approach as with the
assistance of this method, the venture can operate locally by using good marketing tools and
offering products as per its local customers.
P6. Investigate how the product, pricing, promotional and distribution approach differs in a
variety of international contexts
Marketing mix indicates to the set of activities, strategies and tactics that a business firm
utilises to publish its brand and commodities in marketplace. It considers multiple area of focus
as section of a comprehensive marketing plan. To make concentration on a marketing mix assists
companies make strategic determinations when launching new commodities or revising existing
commodities. 4P’s of marketing include product, price, place and promotion that are greatly
influenced by the international marketing in diverse manner such high rivalry, changes in
consumers demands and preferences etc. Every nation is unique in form of language, culture,
value, belief, target audiences’ desires and many more (Kotler and et. al., 2018). In reference to
Ledbury, when it will operate in Chin and other international market, then the marketing efforts
like strategies, plans, commodities, cost, area of distribution and advertisement and other will
differentiate in order to domestic nation.
4P's of Marketing London China & International
market
Product The establishment provide a
range of food items and drink
in its local nation like veg and
non-veg food, egg dishes,
drinks and many more.
In this country, the company
can expand its business with
the help of making
differentiation or innovation in
its current food items. In
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China, mainly population
prefer liquid commodities. So
the establishment can provide
them a range of pure, organic
and healthy food items and
drink products (Morgan, Feng
and Whitler, 2018).
Price The administration of
respective firm use penetration
and competitive price and cost
for its products and services.
At the time of making
globalisation and operating
business in China, the firm can
follow and adopt, skimming,
competitive and penetration
pricing strategies.
Place The enterprise offers its food
items and facilities in its
restaurant that are situated in
several destinations in UK.
During the time of operating
business in China, the
administration of respective
venture can adopt online way
of distribution of commodities
as now these people highly
prefer to online purchasing of
goods.
Promotion In the home nation, the
administration of the firm
generates awareness about its
commodities by utilising news
paper, social media, TV, web
advertisement and others (Hult
and et. al., 2018).
In China, the administration of
the respective Ledbury can
publish or generate awareness
about its business, food items
and facilities by utilising
traditional tools and techniques
of promotion such as TV,
Newspaper, print media, radio
and social media and many
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more.
M4. Determine and articulate in detail how to adapt the marketing mix in different international
markets
In global market, the firm should adapt marketing mix as international markets should have
an open mind on the level of standardisation to be accepted in different known markets. They
should look at each market closely and determine if an element of the marketing mix can be
standardised (Javalgi and La Toya, 2018). A firm like Ledbury can adopt it like a strategy as it
assist in define the range of food items, cost, area of distribution and place of accessibility and
marketing or publishing of goods and services.
D2. Produce a critical evaluation of how the marketing mix is applied to a range of international
contexts
In different international context, a firm like Ledbury can apply marketing mix in term of
promotional tool or marketing strategy, creating awareness about the goods, facilities, cost and
place of availability of commodities. It is crucial for company because it help in brief
information about the establishment products & services and their process etc. when comoany
operate in different nations of world.
TASK 4
P7. Explain and analyse the various international marketing approaches
There are different marketing approaches and methods which can be accept by the
administration of Ledbury at the time of global marketing. Some of them are explained as under:
Multinational- These are the companies which have their outlets or provide services located
in several countries whereas each and every location runs and functions in its form. These types
of enterprises have their offices and factories in different destinations and locations but
centralised head office in that nation where they coordinate global management (Leonidou and
et. al., 2018). For instance, McDonald’s, KFC and many other are some effective examples of
these kind organisations.
Global- It mentions to those process entities that spread their business crosswise world and
several countries but they follow a standardized culture with reliable set of process that assist in
facilitating an effective and appropriate single global firm. Global enterprises are that kind of
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