International Marketing Report: Ledbury's Global Expansion Strategies

This report delves into the realm of international marketing, exploring its core concepts and applications in a global context. It examines the scope and key concepts of international marketing, emphasizing the rationale behind an organization's desire to expand internationally, using Ledbury as a case study. The report evaluates the international market context, including opportunities and challenges, and discusses various marketing approaches, such as direct and indirect routes. It further explores critical criteria and selection processes, including market entry strategies like franchising and joint ventures. A significant portion is dedicated to the marketing mix (product, price, promotion, and place) in different international markets, along with market evaluation criteria and recommendations. The report also covers the global vs. local debate, the evaluation of marketing approaches, competitor analysis, and provides comprehensive recommendations for Ledbury's international expansion, offering insights into pricing, product quality, and promotional strategies to enhance its global presence and maximize growth opportunities. The report concludes with a summary of key findings and recommendations for Ledbury's international marketing endeavors.

International Marketing

• Introduction
• Scope and key concepts of international marketing
• Rationale for an organisation
• Opportunities and challenges that marketing
internationally
• Key criteria and selection process
• Different market entry strategies
• Market evaluation criteria, strategies and make
recommendations
Table of content
• Evaluation of international market context
• Key arguments in the global vs local debate
• Evaluate the context and circumstances
• Opportunities and challenges that marketing internationally
• Product, pricing, promotional and distribution approach
• Marketing mix in different international markets
• Market evaluation criteria, strategies and make
recommendations

• Various international marketing approaches
• Compare home and international orientation
• Evaluate several marketing approaches
• Recommendations
• Conclusion
• References
Table of content

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.

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.

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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.
•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

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.
Rationale for an organisation to want to market
internationally

Various routes to market the company
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
Indirect route- It is another route to market and this method include the channel that help
the company to make contact with its customers.
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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.
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.
Opportunities and challenges that marketing
internationally

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
Key criteria and selection process

Selection activities of marketing
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
of 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.
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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.
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