Qbic Hotel: An Analysis of International Marketing Strategies

This report provides a comprehensive analysis of Qbic Hotel's international marketing strategies. It begins by defining international marketing and its key concepts, emphasizing the significance of expanding target markets, enhancing brand reputation, and creating global business connections. The report explores various market entry routes, including exporting, franchising, and collaboration, evaluating their advantages and disadvantages for Qbic Hotel. It delves into the opportunities and challenges of international marketing, particularly in the context of political and economic factors, and outlines key elements for selecting international markets. The report then examines different market entry strategies, like direct exporting, franchising, and collaboration, providing recommendations for Qbic Hotel. It critically evaluates the international market context, emphasizing the need for market research and adaptation of marketing strategies. The report also discusses the global versus local marketing debate, analyzing how the marketing mix (product, price, promotion, and distribution) should be adapted across different international contexts. The report concludes with recommendations for Qbic Hotel to maximize opportunities in the international market, suggesting collaboration or direct exporting as initial strategies.

International Marketing

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
P.1. Analysing the scope and key concepts of international marketing.................................3
P2. The rationale market internationally and e various routes to market the Qbic Hotel can
adopt.......................................................................................................................................4
M.1 Opportunities and challenges that marketing internationally presents to Qbic Hotel....4
P.3 Key elements and selection process to utilize when entering into international market..5
P.4 Using examples, the different market entry strategies, including the advantages and
disadvantages of each.............................................................................................................6
M2. Describing the market evaluation criteria and entry strategies, and making
recommendations for The Qbic Hotel....................................................................................7
D.1. Critical evaluation of the international market context, including insight into how Qbic
Hotel should adapt their marketing strategies for various markets........................................8
P.5. Present an overview of the key arguments in the global versus local debate.................8
P.6. Investigate how the product, price, pricing and promotional distribution approach differs
in a variety of international contexts......................................................................................9
M3. Evaluate the context and circumstances in which Qbic Company should adopt a global or
local approach.......................................................................................................................10
M4 & D2. Determining and articulating in detail to adapt the marketing mix in different
international markets............................................................................................................11
P.7 Analyse the various international marketing approaches Qbic Hotel can adopt............11
P.8.Compare home and international orientation and ways to assess competitors..............12
M5. Various marketing approaches and competitor analysis in relation to organization and
make recommendations........................................................................................................12
D3. Recommendation to maximise opportunity in international context.............................13
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
International marketing means when company is operating in more than one country.
International marketing is the application of principles of marketing. When company overseas or
across national borders than company seems to be International Company. Multinational process
of planning and executing the concept of marketing. In this context, Qbic Hotel of London is
chosen. It operation in London is wonderful with comfortable rooms with big restaurants. In this
assessment we are going to introduce the international marketing and demonstrating how
marketing contributes to business. This aim of this assessment is to evaluate the key factors for
operating in International market, and also investigate the elements of the marketing plan to
adapted or standardized across international markets. This assessment also demonstrate how to
organise and evaluate the international marketing. This context also analysis the various
international marketing. This assessment also includes the economy and infrastructure, political
elements of international marketing.
P.1. Analysing the scope and key concepts of international marketing
There are many challenges that have been faced by Qbic hotel to operate its business in
International Marketing because there are several factors that have great impact on the venture
when company is dealing in more than many countries. When company deals in international
marketing, it does not only exchange goods and services but also needs to follow the rules and
laws of different countries which company is operating. Qbic hotel wants to expand its business
internationally because company wants to increase its share of marketing. Hotel wants to operate
globally.
Scope and Key Concepts of International Marketing:
Significance of expanding Target Market: The target market of Qbic hotel is limited.
Concentration of its on domestic market. Qbic Hotel is trying to expand its business utilizing the
opportunities to increase the market share.
Significance to hike brand reputation: International marketing give hike to brand
honour. International brand that sold internationally is sensed to better than brand sold
domestically. The product and services which are widely available is chooses by customers
mostly. Unique products are preferred by customer must. Therefore, International marketing has
significance to hike the brand reputation.

Door are open for future opportunities: International marketing helps in opening the
door for future opportunities by which Qbic hotel can grow and expand internationally. Doing
operations in global market not only increase the market share and customers but also improve
relation with vendors.
Significance in connecting business globally: Qbic hotel is expanding its business
globally in intention to connect with global customer and want to provide their services in
different countries. Opportunities in domestic market are limited which is the main reason Qbic
Hotel wants to develop in international market.
P2. The rationale market internationally and e various routes to market the Qbic Hotel can adopt
Qbic hotel wants to develop their business services globally in international market and
wants to provide services in different countries. There are various steps and routes that Qbic
Hotel is following to develop their services internationally. The route to come in the international
market is the channel which Qbic hotel is using to work internationally.
Export the services: It is the best way to expand the business. Export of the services
internationally in different countries. By exporting services, Qbic Hotel has to arrange finance
and increase its operational activities like it cannot be done without proper arrangements. Export
is the route which Qbic Hotel is adopting to grow its business globally.
Opening the Franchise: Opening franchise is the best way to enter in the international
market. Qbic hotel can open its hotels and restaurants in different countries. By this route, Qbic
hotel expands its business globally. But requirement of huge fund is needed to open the branches
in various countries.
Collaborating: Collaborating means when two or more companies work together to
achieve and create the same thing. Qbic can collaborate with other hotels in different countries.
The fund and operational activities are divided when company collaborates. Collaboration is also
the best route to enter in the international business.
M.1 Opportunities and challenges that marketing internationally presents to Qbic Hotel
To operate in international market is not easy for domestic company like Qbic Hotel.
There are lots of problems and uncertainties faced by firms operating in international marketing.
In this context, political and economic affairs are the main challenges faced by domestic
company to enter in the international market. Further, is also includes trade barriers,

administrative plan of actions, disorder in politics and environment, place problems, competitors,
etc. are other issues and challenges faced by Qbic Hotel. On the other hand, there are
opportunities that companies like Qbic hotel can get by marketing internationally. With this
respect, it enables to attract new customers and helps in raising sales and profitability. Further, it
improves brand reputation and more people get to know about the organization.
P.3 Key elements and selection process to utilize when entering into international market
There are various elements and selection which can be used while entering into a new
market as mentioned below -
 Place – The first element is place or market in which a company can enter to enhance its
business, Qbic hotel is planning to enter in India. The market is selected according to
attract customers form a new market (Katsikeas, 2018).
 Product – Product is also a main element of a company, Qbic hotel provides
accommodation and hospitality to its customers. Therefore, product of this firm is its
services. Value – The other element is value or price of product or services. For example – rates of
room for staying in the hotel.
Selection processes
Country identification
|
Parameter for selection
|
Preliminary screening
|
Short listing of market
|
Evaluation and selection
|
Test marketing

|
Commercial production
The above selection process is best for Qbic Hotel to follows and enter into the new
market. It is very important for Qbic hotel to identify the country where hotel is going to
establish like Qbic Hotel is going to expand its business in India. Next is parameter and
selection, it is very important that qbic Hotel has to evaluate and measure the internal business
environment, resources, competition etc. After that, it comes to preliminary screening, which
means company has to measure the value of business in the market. Addition to this, The short
listing of markets is an important process after screening, in this process organization needs to
select the most suitable market form a wide range of options in the international or global
market. Evaluation and selection is the next step as in this step market that are shortlisted are
analysed. Last is test marketing and commercial production, in this step organisation has to test
the production, Qbic hotel has to implement the strategies and implement the decision.
P.4 Using examples, the different market entry strategies, including the advantages and
disadvantages of each
There are different ways by which Qbic Hotel can enter in the foreign market. The most
appropriate and important strategy is direct exporting. There are number of ways that company
can adapt to expand their business but it is very important that before doing operations
internationally, it requires huge amount of fund. Some ways are explained as below:
Export Development: Qbic Hotel can develop direct exporting of goods and services to
different countries. By direct exporting, Qbic Hotel can develop in the international market and
operate globally with increasing its market share. But, there are many things that become barriers
using direct exporting strategies that it cannot be conducted without proper funds and direct
exporting not only require one time fund but there are regular requirements of fund is needed.
Franchising: Franchising is now becoming a popular strategy to develop in international
market. As many companies are using these strategies of international market and expanding
globally. Qbic Hotel also opens its branches in different countries and provide services in the
global market. But to open branches in different countries, it is necessary that their services and
goods should be unique and have powerful brand recognition. Qbic hotel has to face competition
with many other hotels industries of different countries.

Collaboration: Collaboration is the strategy which develops in the international market
and divides the amount of infrastructure and many operational activities. Qbic Hotel can also
collaborate with any other industry can develop their business. Making relationship is very easy
but maintaining is important task. When company collaborate and work in joint venture it is
difficult to accept all decisions.
Licensing: When firm transfers its rights to use the products and services to another firm,
it is an arrangement. It is very fruitful strategies of international marketing which some time
become barriers for domestic company like Qbic hotel industry to operate business in global
world. Licensing is mostly applied for production and marketing in international market.
M2. Describing the market evaluation criteria and entry strategies, and making recommendations
for The Qbic Hotel
In today world moving forward in terms of innovative ideas, information technology and
fantastic methods of making marketing plans and strategies. For evaluation of market, cited firm
needs to determine the pricing strategies that are applied by other companies. Further, the taste
and preferences of people differs from market to market so proper research should be carried out
in order to provide services accordingly. There are various strategies to develop business in
international market like direct exporting, Opening Franchise, Collaboration, etc. Qbic hotel
should initially use direct exporting which is the best way to develop in international market and
it does not require lots of fund, if fund is low than export should be minimised. Collaboration is
also the best way to develop and operate its business internationally as in collaboration, the
operation, fund both compensated with other companies. But Opening Franchise is not easy for
Qbic Hotel to develop business initially because opening branches required huge amount of
infrastructure and arranging man force by recruiting and selection is difficult. Qbic Hotel
industry is not so big company for expanding its businesses in global market it is easy to operate
in global market. Thus it can be recommended that Qbic Hotel should make use of collaboration
or Direct Exporting to expand their business to new market.
D.1. Critical evaluation of the international market context, including insight into how Qbic
Hotel should adapt their marketing strategies for various markets.
Before expansion of business, Qbic hotel should conduct market research so that the preferences
of people of that market can be identified. Further, there are other companies that delivered their

customers with similar type of products and services. Pricing strategies that are applied by these
firms should be analysed as price plays vital role in developing positive perception within in the
mind of customers. As per the Leonidou and et.al, (2018) direct exporting is not expensive
strategies of international marketing as compare to other. In condition for lack of fund or lacking
in production capacity it is not easy to minimise the export as much as possible. According to the
Kang, Kim and Lee, (2018) collaboration divide the stress level, fund and operational activities.
So collaboration is fruitful to the Qbic Hotel that for developing the business initially it is the
best way to collaborate with other company which will increases its growth. The international
marketing strategies recommended is Direct Exporting and collaboration which is very important
for Qbic hotel business initially to develop its business because in both the strategies is beneficial
for any business to expand its first business. Before entering in the International market Qbic
Hotel have to evaluate all the elements and factors affecting the operation of company.
P.5. Present an overview of the key arguments in the global versus local debate.
The debate on the normalization, adjustment, standardisation and adaptation is in
marketing has flash a debate. Both multinational and local companies are developing to its great
extent. The key elements of global markets and local markets is are totally different from each
other. The principle of local marketing is very simple as compared to global market, the
principles of global market is very complex. The infrastructure in global marketing is large as
compared to local marketing, local marketing, the infrastructure of local company is not so large.
The range of marketing in global is very high, on the other hand the range of marking in local
companies is limited. However, it has stated that the human resources in global market is giant
and it is not easy to select and recruit the work force but the human resources planning in the
local marketing is not very big task. When company works in the same country i.e. locally but
domestically, he knows about the perception level of its customers and requirements of the
customers but when company operate globally, it has to ensure the perception and demand of
different countries. The technical skills and knowledge in global marketing is adorable, however
in the local marketing the skills are less develop. In global market. Company has to forecast the
taste and preference of the customer in different areas but in local marketing firm has to think
and forecast only the taste preference of same country. When company wants to expand its
business globally there are lots of laws, rules and policies which is to be followed by company
but local marketing company does not need this much of rules and laws to follow up. The

network of global marketing is dynamic in compare to local company. Challenges faced by
Global companies are very challenging as it operates on large scale. Global company leads to
immense cost management compare to the cost management of local companies. Global
companies has to deal great pressure as the operational activities are large, but local company's
pressure is quite limited and not so much dynamic.
P.6. Investigate how the product, price, pricing and promotional distribution approach differs in a
variety of international contexts
There are many tactics to attract and retain their customers globally. There are two
conception of marketing mix 4P and 7P (Larimo and et.al, 2018). It is very essential to make
balance in between the 4P's and 7P's of marketing mix.
The 4P's of marketing mix are follows;
Figure 1: 4P's of Marketing Mix
(Source: 4P's of marketing Mix, 2016)
Product- Product is the heart of business. The plans to introduce new product in
internation marketing is not an easy task, company has to improve ad modified the products
according to the requirements of customers in different countries. The product manufactured in

one country will not be produced in same, because the taste and preference of consumer at
different countries are different.
Price- Price is the key factor of marketing of company. As deciding of price of product it
should not be too low and it should not to high and it should not be to low that company loses its
existence in the market. It must be competitive and must land profit to the company. The price in
the international market is decided according to the economical scale of the countries and price
of the product should be that customer wills to pay for that commodity and services (4P's of
Marketing Mix, 2016).
Promotion- Promotion is presenting the products in different ways of advertising and
communicating to the customers. Promotion of the product should ensure the attribute and
goodness of the customers. Promotion of products should be in the language which customers
know and it should be according the culture and society of particular countries. Promotional
activities directly hit at the mind of customers as consumer are very desperate to the promotional
techniques.
Place- In international marketing the place of business reveals a great importance as it
cannot be dispatch sitting and producing in single country. Company has to avail services and
products to the customers place. Qbic hotel has to build its hotel in different countries as it is not
possible that customer comes to UK to get its services. So place means where the customer can
able to buy the products and how the product can reach to the customers is the main concern in
international marketing (He, Brouthers and Filatotchev, 2018).
M3. Evaluate the context and circumstances in which Qbic Company should adopt a global or
local approach.
Qbic Hotel is in the process of developing stage but company should adopt operation
globally. The growth of the company is also admirable. In order to make business expansion, it is
important for the business to have effective planning in relation with finance. There are high cost
involved to make business expansion. Apart from this, it also requires to get support from the
side of shareholders and employees. Qbic hotel has to develop its business in international
market as it is very important that company has to grow not to be at same and constant stage.
Initial development is to develop the business in short term, which utilize the international

strategies which does not pressurized its operation. As discussed above, Direct Exporting and
Collaboration is fruitful to Qbic Hotel. When company is not able to acquire fund or any
uncertainty happen it can minimize its production. Collaboration is also helpful for Qbic hotel
can divide their operation tasks with other company (Bortoluzzi and et.al, 2018). Once company
grows in international market the profit and market share will raise tremendously but it requires
to have effective financial planning.
M4 & D2. Determining and articulating in detail to adapt the marketing mix in different
international markets
The marketing mix adapted by Qbic Hotel in international market is product, price, place
and promotion. The product and services of Qbic Hotel should be according to the requirement
of customers and also according to the competitors’ products in the market. For this purpose,
research should be carried out so that taste and preferences of customers can be identified. For
price, cited firm should identify the pricing strategies that are applied by competitors in that
market were business is to be expanded. The place of the hotel should be attractive, beautiful and
should select a place where firm can make strong customer base. Lastly for promotion, Qbic
hotel should make use of newspaper, radio, online platform, etc. Tools for promotion should be
chosen as per the budget decided.
P.7 Analyse the various international marketing approaches Qbic Hotel can adopt.
Social Media- Digital marketing is now becoming very famous in all the world. Twitter,
google, LinkedIn, Facebook, twitter and Instagram quick up marketing of Qbic Hotel services
within in seconds and makes social media management much faster than other. Operating in
international marketing Time matters. These social media speed up marketing of Qbic Hotel. It
takes time to reach each and every customer and introduce the product. Qbic hotel should use the
social media and digital marketing to enhance and develop its market globally and incrse its
market share.
Making Websites- The information of Qbic Hotel should be updated timely on its
website. Customers before visiting the Qbic Hotel, go through the websites of Company.
Making websites is also the best way to introduce and promote the services globally. Qbic Hotel
should make its website beautifully and in attractive manner that customer influenced by seeing
it.

Proper Connectivity of internet- It is very important that Qbic hotel has efficient
connectivity for reaching global market. Unpredicted connection interruption leads to delay in
global meeting which is not good for company's reputation. The management and the owner of
the company cannot able to reach everybody and organise meetings internationally that is the
reason that connection is proper and efficient. Qbic hotel should also makes its connection
proper and use efficient internet facility that doesn't become trouble in international marketing.
P.8.Compare home and international orientation and ways to assess competitors.
The Qbic Hotel is on developing stages in which it can explore its business globally in
the world. The key factor of marketing is its orientation in the market. Whole success is depend
on the orientation Qbic Company. The competitors of Qbic Company is affected largely by
operation in international market. As the operating in the international market is not an easy task.
Qbic Hotel is working very nicely that it can develop its business in the world. Competition in
global market is concentrated, on the other hand in home orientation the competitor
concentration is quite less. When company work globally its competitors increases. Qbic hotel
has to face numerous competition when it works in international markets as it is very important
to face all competition by innovating products and its innovative services. The services of Qbic
Hotel should be different from the competitors that it attract the customers largely. Price policy
international market also affect globally and domestically also but Qbic Hotel price is not too,
low and no too high. The price of the Qbic Hotel is less than the price of competitors and the
services are also better (Zeneli, Czinkotaand Knight, 2018).
M5. Various marketing approaches and competitor analysis in relation to organization and make
recommendations
There are different type of approaches that can be used by Qbic hotel. In this context, it includes
approaches like production, marketing, product and societal marketing. Each of them have their
own set of importance. Competitor’s analysis is essential as it helps to form strategies for Qbic
hotel with the help of which they can expand their business. Once analysis of competitor’s
strength and weakness are done, then cited firm can identify the areas through which they can
develop strong customers base. As per the different marketing approaches, it is recommended
that Qbic hotel should made use of production approach at initial stage. This is selected as
effective approach as it enables to cover the market in short period of time.