International Marketing Analysis: Little India's Expansion into Canada

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International Marketing
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Table of Contents
Introduction...................................................................................................................... 4
LO1.................................................................................................................................. 4
P1 Analyse the scope and key concepts of international marketing.............................4
P2 Explain the rationale for it to want to market internationally and describe the
various routes to market the organisation.....................................................................5
M1 Evaluate the opportunities and challenges that marketing internationally presents
to your chosen client organisation................................................................................6
LO2.................................................................................................................................. 7
P3 Evaluate the key criteria and selection process to use when considering which
international market to enter.........................................................................................7
P4 Explain, using examples, the different market entry strategies, including the
advantages and disadvantages of each.......................................................................7
M2 Apply the market evaluation criteria and entry strategies, and make
recommendations for your chosen client organisation.................................................8
D1 Produce a critical evaluation of the international market context, including insight
into how your chosen client organisation should adapt their marketing strategies for
various markets............................................................................................................ 9
LO3.................................................................................................................................. 9
P5 Present an overview of the key arguments in the global versus local debate.........9
P6 Investigate how the product, price, pricing and promotional distribution approach
differs in a variety of international contexts.................................................................10
M3 Evaluate the context and circumstances in which your client organization should
adopt a global or local approach, highlighting the implications of doing so................11
M4 Determine and articulate in detail how to adapt the marketing mix of your client
organization in different international markets............................................................12
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D2 Produce a critical evaluation of how the marketing mix is applied to a range of
international contexts..................................................................................................12
LO4................................................................................................................................ 12
P7 Explain and analyse the various international marketing approaches your client
organisation can adopt............................................................................................... 12
P8 Compare home and international orientation and ways to assess competitors,
outlining the implications of each approach................................................................13
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................................................................................................... 13
D3 Make recommendations on how organisations should be structured to maximize
the opportunity in an international context..................................................................14
Conclusion..................................................................................................................... 14
References.....................................................................................................................15
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Introduction
Global market practice is necessary to consider by the businesses so that definite
working can be promoted. By having an adequate reference of the business values the
expansion in the international market can also be attained. Using international
marketing aspects, the better benchmark is being framed for a business entity.
International marketing also facilitates to maintain the standards that facilitate in making
brand more care. Using the values of marketing mix the decision making in terms of
international expansion can be employed adequately.
The current study will be focused on analysing the key features related to international
marketing. In order to have better learning about the concept of international marketing
Little India working and key aspects will be evaluated in the study. The present study
will cover the details of the opportunities that international marketing provides to the
business. Challenges associated with the practice will also be analysed in the study.
Along with this the marketing mix factors and its impact on the performance are
essential to consider properly.
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LO1
P1 Analyse the scope and key concepts of international marketing
Considering the international marketing the businesses can have sustainable
opportunities in the market and allows accomplishing the objectives. It has been
witnessed that the market share of the company can be improved properly by having
consideration of international marketing. It indicates that Little India can also have better
expansion in western countries. Using international marketing the better brand image in
the US and Canada can be created adequately (Leonidou et al. 2018). However, in
Canada there are various Indians who are seeking to have Indian food. It means the
Canadian market can be a great opportunity for the business entity to accomplish the
goals. Conducting market research in terms of expansion will facilitate to manage
international features.
Information collected from the market research can be used by the company to have an
accurate design of segmentation. By having an accurate development of key measures,
the business can have accurate expansion.
International marketing will also facilitate Little India to frame new strategies so that
accurate working can be promoted. Administrative policies can be reframed in a
standard manner so that objectives can be met. A number of marketing and expansion
issues can be resolved by considering the international marketing. Improved level of the
relationship among these is also a factor that can facilitate the brand to have better
expansion. Operational factors can be boosted accurately in order to meet the objective
(Lasserre, 2017). Little India can attain better opportunities by having consideration of
international marketing.
Brand image and awareness can be boosted within the global market using
international values. Marketing activities effectiveness is also being advanced by having
the use of international business measures. The key scope of implementing the
international market is that cross border opportunities for business can be raised. It
improves the trading activities among cross borders and facilitates to have optimum use
of resources. Digital platforms are also being framed accurately to accomplish the
objectives and help in meeting the goals (Knorr, 2016).
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P2 Explain the rationale for it to want to market internationally and describe the various
routes to market the organisation
Little India currently has an operation at a very small scale in London. By having proper
use of international marketing, the key factors in regard to sustainability can be
improved adequately. It will facilitate the entity to have operations in the global market
and ensure to facilitate in meeting objective. The key rationale of using international
marketing is that business opportunities can be boosted in an adequate manner. One of
the good key positions that Little India can achieve is a development in game plans and
as a rule salary degree by developing a client base. Effect on a bit of the general
business is in addition positive that likewise enables the authorities to consider overall
displaying (Johanson and Mattsson, 2015). Rate of efficiency is in addition better when
showed up contrastingly in connection to the zone advertise in light of the manner in
which the general market offers a wide degree of clients. Client base advancement gifts
chopping down the hazard as for ROI. Working can in like way be improved in a
possible way with the target that objectives can be cleaned in a fundamental way.
Better opportunities are being created for Little India so that accurate working can be
promoted. Using a number of values in regard to the international relationship the
business firm can have sustainable development. Cost controlling measures are also
need to be promoted so that sustainability standards can be promoted. Financial
performance of the company can be advanced through going internationally. Potential
market customers in the Canadian market can be attracted to the business firm
(Jackson and Sørensen, 2016).
Use of social media and other factors will also be improved due to advancement in
standards of the practice. Along with this, proper support to the expansion can be
provided by having an adequate consideration of diverse practice. Classification of
mediums of expansion can be a joint venture, franchising, etc. Using franchise Little
India can allow another business firm to use the brand name of Little India in order to
sell the products and services.
Extending is about planning that permits some unique business firm to sell its things
and associations with the exchange name of Little India. In this, the significance is being
charged from a business firm with the target that preferred standpoint can be polished.
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The money related danger of Little India can be controlled in this arrangement (Zhao
and Priporas, 2017). In this, Little India in all probability won't have a full bearing over
assignments that can be a threat for the affiliation. The joint endeavor licenses having
synchronization with some unique business. It has been witnessed that the joint venture
will allow Little India to have an alliance with any other party or business so that the
expansion project can be employed adequately. Considering the key values properly
the business firm can have better opportunities in the market.
M1 Evaluate the opportunities and challenges that marketing internationally presents to
your chosen client organisation
The international market provides various opportunities to the business entity to have
the adequate accomplishment of key goals and values. However, there are few
challenges as well that influences the working of a business firm in a negative manner.
Use of international practice will facilitate to have better reach to the target audience. It
means the sales and profit margin of Little India can also be boosted accurately (Vellas,
2016). It will assist in meeting the objectives and leading the business firm to an
impressive level of success. Market conditions need to be analysed properly so that
sustainable development can be provided. Considering the key features of values, the
business firm can have diverse measures.
The customer base of the company can also be improved by having an adequate
consideration of the values. Information sharing with the global audience can be high
that will facilitate to have the development of standards. Market share of Little India can
be advanced accurate to meet the objectives and lead the business firm to an
impressive level of success. International marketing standards are also essential to
meet the work practice values and accomplish the objectives. Issues that a business
firm can face are that identification of customer needs is not accurate (Van Den Berg
and Braun, 2017). If such standards are not accurate then it will impact the business
values. If the needs of customers are not being analysed properly then it will influence
the marketing activities effectiveness. Along with this, the competition at the global
market is also high that might affect the development of Little India. High competition
may create a negative influence so various aspects need to be referred by an entity
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properly. Legal challenges can also be a critical issue for a company that might
influence the international marketing practice of Little India (Tajeddini et al. 2015).
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LO2
P3 Evaluate the key criteria and selection process to use when considering which
international market to enter
Little India is looking forward to having business expansion in Canada so that
sustainable development can be promoted. In order to have accurate working the
selection process criteria also need to be understood adequately so that issues can be
resolved. Criteria application and selection process facilitate the company to design
values in such a manner that business can be presented in all over the world (Sun et al.
2016).
Marketers of Little India need to focus on the identification of needs so that key aspects
associated with the target market can be understood properly. Market research
standards are being followed so that information collection can be accomplished so that
strategies can be framed to enter in the market. Risk and issues can be also be
overcome by having an understanding with regard to the market (Souchon et al. 2016).
Economic, political and social estimates must be assessed in a noteworthy way since it
helps with gathering destinations. With the thought of such estimates the choices
regarding business development can be considered. Environmental aspects can be
understood accurately so that operational values can be improved.
Application of standards in terms of policies design and their improvement is also
essential to consider so that sustainable values can be measured. Using the key
measures of risk identification, the changes in process is also necessary. It also
improves performance and help in facilitating the overall process. Risk can be controlled
properly to meet the aspects of the international market (Skarmeas et al. 2016).
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P4 Explain, using examples, the different market entry strategies, including the
advantages and disadvantages of each
Market entry is considered as a practice that businesses use to have operations in other
nation so that accurate work standards can be promoted. It is necessary for a business
firm like Little India to have consideration of international marketing so that expansion in
the Canadian market can be accomplished. It has been witnessed that there is a
number of methods of market entry that can be referred by the entity ( Neelankavil,
2015).
Franchising is referred to as a process that facilitates to sell products and services in a
better way. In this, the company does not require much investment because they do not
need to have a full entrance in the market. In this, the business firm engages the zone
set out to sell things and associations under the exchange name of Little India. The
preferred financial standpoint is earned as the power that permits the business firm to
achieve unmistakable positive conditions. The key favoured point of view of expanding
is that it improves the odds to get achievement in the overall market. It is like way offers
help to operational qualities that decrease the business hazard (Mathews et al. 2016). It
is necessary to have accurate working in terms of innovation promotion so that key
values can be well maintained.
Other than this, licensing is also a practice that can be referred by Little India to have
impressive expansion in the Canadian market. In this, financial risk is very low that can
benefit the entity to have better economic growth. Application of standards in terms of
licensing allows having local firm the authorization of selling goods with the help of
another firm. Also, a joint venture is a practice that facilitates to meet the standards. In
this, partnership and alliance are being promoted by the business firm with another
brand (Leonidou et al. 2018). It will provide strategic development and standard working
in an accurate manner.
M2 Apply the market evaluation criteria and entry strategies, and make
recommendations for your chosen client organisation
For better opportunities in the market the business entity must have consideration of the
selection process so that strategies can be framed accurately. If Little India is not
reviewing standards then it might affect the business entity. It is also significant to have
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a better evaluation of the market needs and customer perception. It facilitates to design
better activities of international marketing. Through having consideration of the risk
identification practice the business firm can have sustainable development (Lasserre,
2017). Using the corrective measures and key values the business firm must have
expansion in the Canadian market.
Along with this, environmental aspects also need to be understood accurately so that
sustainable development can be promoted. It has been witnessed that economic, social
and political aspects must be referred accurately so that entry strategies can be framed.
Any kind of ignorance may influence the development practice and affect the growth of
Little India. There are various strategies that are generally being adopted by a business
to have an entry in a new market. Licensing, franchising and joint venture are key
methods that business uses to go internationally (Kumar, 2015). It is recommended to
Little India that franchise system of business expansion can be considered as a critical
practice. In this, the franchise will be provided to a party with respect to franchise fee
and royalty. It will allow the company to cover the financial risk in an adequate manner
by having a franchise system consideration.
D1 Produce a critical evaluation of the international market context, including insight into
how your chosen client organisation should adapt their marketing strategies for various
markets
International marketing is referred to as a process that creates a better opportunity for a
business firm. Little India must review different standards of international marketing.
According to the author, international marketing facilitates the business to attain various
benefits. Sales improvement is one of the key benefits that improve the development
measures of the company. It has been witnessed that thought of various measures is
huge for a business portion to use by and large publicizing. The market needs to
consider there is a premier with the objective that social properties can be seen really. It
is major for the affiliations that endeavor to extend concentrated on regarding the near
kind of the specific nation it needs to join its affiliations and things (Kuazaqui, 2015).
The decision in regard to the marketing mix is also necessary to consider long term
development. It has been witnessed that product development must be according to
customer needs so that accurate working can be promoted. Pricing is also a factor that
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facilitates to have sustainable opportunities (Knorr, 2016). Promotional strategies are
also necessary to consider so that sales of the company can be advanced accurately.
Decision-making process is also necessary to be framed as per environmental
standards.
LO3
P5 Present an overview of the key arguments in the global versus local debate
Marketing plays a critical role in both the global and local market. It is necessary for a
business entity to have adequate consideration of international marketing while having
an expansion in the international market. It facilitates to accomplish the objectives and
lead the business firm to an impressive level of success. Numbers of tasks are needed
to be performed to promote the brand and ensure that key factors are being measured
accurately. Strategies associated with the global market analysis are needs to be
implemented accurately so that sustainable development can be promoted (Johnson
and Mattsson, 2015). It is essential for Little India to have the design of strategy so that
better awareness can be created for the customer. It will facilitate in boosting the sales
and meeting the values in an accurate manner.
Other than this, local marketing is all about following marketing values to attract the
domestic market target audience. Local marketing is considered as the methodology in
which Little India emphasize finishing displaying and headway of its things and
organizations inside the area exhibit which is the UK. Local marketing is a thought in
which Little India is required to serve a little region, and meanwhile, the deterrent of
government in this thought of displaying is less. The business here gets the opportunity
to make and use its adjusted channels and messages of promoting the progression of
its things and organizations (Javalgi and La Toya, 2015).
Global marketing is considered an approach that facilitates to have high competition. It
means the policies need to be framed in an accurate manner. Global marketing is a
strategy in which the business will serve a gigantic region, and the element of
government obstacle is likewise going to be tolerably high. Close to this, the utilization
of progression is obliged in the likelihood of nearby progressing anyway generally
speaking displaying thought stimulates persuading sharing and utilization of
improvement (Jackson and Sørensen, 2016). It can in like way be granted that in the
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