International Marketing Analysis and Strategies for Rowlinson Knitwear

This report provides a comprehensive analysis of international marketing strategies for Rowlinson Knitwear, a UK-based cloth manufacturing organization. The report begins with an introduction to globalization and the role of international marketing in expanding market share. It then provides an overview of Rowlinson Knitwear's current market and its differentiation from local marketing. The report delves into the scope and key concepts of international marketing, exploring the rationale for international expansion, including increased sales and innovation. It also examines the risks associated with entering international markets, such as global economic factors and high competition. The report further explores various international marketing routes, including exporting, licensing, and franchising, with a focus on licensing as a suitable strategy for Rowlinson Knitwear. Key criteria and selection methods for entering international markets, such as market and competitive analysis, are discussed. Finally, the report includes recommendations for Rowlinson Knitwear's entry into the international market, with a focus on the German market due to its potential for growth in the education sector. The report concludes by emphasizing the importance of adapting marketing approaches to both global and local markets.

International
Marketing

Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Current market and introduction about organisation..............................................................3
Definition of international marketing and its differentiate with local marketing...................3
Scope and key concepts of international marketing...............................................................4
Rational for organisation to grow in market internationally..................................................5
Risk aspect that are faced by business in international market..............................................6
International marketing routes to enter in an organisation.....................................................6
Key criteria and selection method to enter into international market....................................7
Market entry strategy advantages and disadvantages of each................................................8
Conclusions and recommendations for entering into the international market......................9
Arguments related with global and local market....................................................................9
Product, promotion, pricing and distribution approaches....................................................10
Approaches for international marketing...............................................................................10
Comparison of home and international orientation ways for assess competitors by making
implication for each approach..............................................................................................11
Recommendation for the organisation..................................................................................12
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Globalisation is an aspect that is engaged among all operations and functions of business
for performing it’s area beyond local boundaries of country. International marketing perform an
essential role in increasing market share and profits for organisation by promoting and offering t
product and services in multi-national market. With marketing principle and strategies small and
medium organisation enter into foreign market to target more number of customer’s in order to
improve economy scale of organisation. This report is composed from point view of Rowlinson
Knitwear which is a cloth manufacturing organisation established in UK. It was established in
the year 1953 and specifically provides comfortable and affordable school uniforms. Moreover,
this report highlights on current market of organisation and the difference between international
and local marketing (Di Maria and Ganau, 2014). Scope, concepts and various international
marketing routes that are adopted by organisation will also include in the report. In the last,
market entry strategy along with its merits and demerits is focused in the upcoming report.
MAIN BODY
Current market and introduction about organisation
Rowlinson Knitwear is operating their business in market of UK that its production units
and office are situated in Stockport. They are one of the fine and premium manufacture of
garments that offers good quality of school uniform at affordable cost and with utilise both this
aspects organisation capture more than 35% market share in UK market. Moreover, it is also
utilised by management for satisfying needs of customers in organised manner that enhance
more value in organisational products. In present scenario, management also focus on developing
its market to enter into international market through using high quality fabrics that attracts more
number of customers and leads them to enter into international market. The existing market for
organisation to enter into international market is Germany because it is potential market of
education so demand of premium quality uniforms is also high (Felzensztein and et. al., 2014).

Thus, Germany market provides more opportunities to business for make an entry into
international market.
Definition of international marketing and its differentiate with local marketing
From the point view of American marketing association, the term “International marketing
can be defined as a process through which products as well as services of an organisation are
trade or exchange in an international market. So companies are able to distribute their products at
right time to right place.
According to the view of Kotler, the term “Global marketing consider and undertake all
those aspect such as international rules and regulations that are used to integrate and standardise
organisational action to reach in an international market for improving more number of
customers (Findlay and Garnaut, 2017).
It is said that international marketing perform all those actions and activities through which
organisational products and services are market into international border so number of market
area and customers is improved. Some points which differentiate international marketing with
local marketing are as follow:
Basis Domestic marketing International marketing
Meaning It is related with marketing under
which local boundary of a country
is covered by organisation.
This is another perspective in
which organisation sales its
products in more than one
country.
Area served In this only local area and
individual is targeted.
Customer of multinational market
are target persons in international
marketing.
Government
interference
Government interference is low to
offer flexible policy for local
organisation.
Due to high competition in
international marketing
government interference is more.
Business operation Only home country individuals are
targeted.
More than one country person are
targeted.
Investment Low High

Scope and key concepts of international marketing
International marketing help the business to promote its products and services in a large
market area (Hannibal and Knight, 2018). The main use of international marketing techniques is
to enhance possibilities for capturing more opportunities in market. Scope of international
marketing is as follow:
 Import- This help the business to import more number of products so it is easy to resold
in domestic market which is beneficial for running the business in order to meet with
demand of customers that exists at global level.
 Export- This help business for exporting organisational products in international market
by performing its operations and functions within other countries.
 To manage international operations- With the way of international marketing
organisation is able to implement its production and assembling all operations as per
international market conditions. So foreign exchange is also increased in organisation.
With this it is identified that international marketing leads a business to expand its business in
global markets. This helps organisation enhance goodwill through establishing them as a global
brand (Hult and et. al., 2018). It also results management is able to gain first mover advantage
through understating international market environment with monitor of all changes in
international market. Along with this it is also identified that management leads to capture more
opportunities by entering into foreign trade and follow guidance to complete all work as per
international marketing. Therefore, to increase business trade internationally it is easy for
organisation to perform all work as per legal and ethical actions.
Rational for organisation to grow in market internationally
In the context of Rowlinson Knitwear it is identified that management is increasing their
business size to grow in international market. The main reason to adopt rationally in market is to
increase business size is to improve performance of organisation so it is easy for organisation to
grow in a competitive market. Innovation is a major aspect that is used by individual to enhance
its business size by satisfying customer’s needs and wants properly. Some of the major reason
that is used to expand business in Germany are as follow:
 Increase in sales- Marketing technique is implemented by Rowlison Knitwear for
attracting more number of markets to complete all work and task in a desired manner of
increasing sales of organisation products within a competitive market (Javalgi and La

Toya, 2018). It results this is easy for management to generate more revenue from sale
of its products.
 Increase int innovation- With implement of innovation technique management
complete its operations within unique and creative way which helps to enhance market
size for organisation. The main role of innovation is to increase their size and
operations as per motive of improving product quality.
 Emerging market- Germany is a hub for education and business and it is increasing
their business size to complete their work with motive of expansion market size. In
simple terms it is understand globalisation provides similar platform to all small and
large organisation for managing their operation in domestic as well as international
market.
Risk aspect that are faced by business in international market
Global economy- With understand of global economic factors it is identified that business
with in international market effect on trade and amount of tax (Kanibir, Saydan and Nart, 2014).
This is impacting on operations of business and profits because now business organisation must
perform their role as per international rules and regulations.
High competition- As per expansion of business in international market organisation face
competition from international and local companies. So as Rowlison Knitwear is a small
organisation to manage and complete all work with using right products and services.
Tax policy- According to the tariff barrier it is identified that international country and
organisation implement tax policy as per its rules and regulations. So it is complex for
completing all work in proper manner.
International marketing routes to enter in an organisation
Small organisation are performing its business in a local market so with imperative study of
international entry market routes it is easy to trade within international market. Some entry
routes for expanding business at international level is as follow:
 Exporting- This refers to the way by which business organisation are able to sell their
products in other countries through shipping their manufactured products from origin
country to other countries. It is one of the most effective way and less legal formalities
ways which helps organisation to target foreign customers.

 Licensing- The term license refers to an official permission that is approved by
organisation in form of agreement. With the use of license it is easy for an organisation to
perform and manage its operations among different locations. Along with this it also
licensor also able to manage their brand in an international market.
 Franchising- Franchise is a common method through which international organisation
are utilising to enhance its business size at international level. It refers to the methods
through which management is able to manage intellectual property, business strategy and
model that is provided by franchisor.
Rowlinson Knitwear utilise the way for licensing to expand their business size among other
countries specifically Germany (Kazimoto, 2014). Therefore, all strategy which is developed by
organisation must be able to deal with needs and wants of customers. It is also defined as an
efficient way because licensing help organisation to make a transparent and clear agreement
which allow organisation to market all asset in an effective manner in order to gain various
benefits that provides better place for completing all task in an effective manner.
Key criteria and selection method to enter into international market
There are various selection methods processed by Rowlinson Knitwear in order to select
right place for country which leads to enhance business size and profits for organisation. Some of
the key criteria which are monitored at time of selection are as follow:
 Market and environment analysis- This is important for individuals to understand
market environment and customer demands of a country. So all the aspects which impact
on goals and objectives are analysed by organisation in order to remove negative
outcomes within an international market. PESTLE is an effective tool that leads
organisation for performing all work as per aspect of market environment.
 Competitive analysis- The another most important factor that must be managed by
organisation at time of performing their work relates with analysis of competitive firm
(Meyer and Peng, 2016). With better understand of competition power and weakness it is
easy for management to design right and effective strategy which provides better to gain
better position in market.
 Demand analysis- Sales of products is depend on demand of products and services that
is used for analysing units which must be sold within the market effectively. With

demand analysis Rowlinson Knitwear analyse number and type of products which match
with demand of products.
Process for market selection is mention as follow:
 International marketing- With this system objectives related with international expand
of business area is included.
 Parameters of selection- The essential parameters for organisation are availability of
resources, global business environment, competition and political situation that is
analysed for better selection of products.
 Preliminary screening- All the factors that are related with screening of factors are
analysed.
 Short listing of markets- With the screening of market all market situation is also
analysed for completing work as per particular situation.
 Selection and monitoring- By short listing the maker it is identified that management
must complete work as per cost analysis to perform all work in a selected area.
 Test marketing- At time of test marketing small market areas are selected for understand
of customer response towards products.
 Commercialisation- With the analysis of customer response and positive points it is easy
to commercialise all products easily (Pike, 2015).
Opportunity and challenges exists in international market
Opportunity
 To grow customer in new countries- In the present scenario, the most important aspect
for increasing organisation relates with increase in number of customers. This work as an
opportunity aspect to enhance market share.
 Avoidance of trade barrier- There are various task performed by management which is
used in making better relation with other country area. This work as an important tool
which also generate possibilities to reduce trade barrier.
Challenges
 High competition- The competition among international market is too high due to which
market areas refer to learn area that is impacting on company goals. On the other side, it
is used by management is making complexity of work.

 Global finance- It is also used by management in making better condition that impact on
all goals and objectives. This refers due to change in exchange rate organisation face
challenges to manage its cost.
Market entry strategy advantages and disadvantages of each
With implement of various strategies management is able to perform work at international
level. Some advantages and disadvantages of market entry strategy is as follow:
Licensing- With the market strategy of licensing Rowlinson Knitwear enter into new market that
provides possibilities to gain more opportunity in market.
On the side, disadvantage create complexity for measuring company profits as to gain licensee
high cost is required by management.
Advantages:
 To gain more opportunity in market.
 It is easy to enter in global market. Risk included in business decreases.
Disadvantages
 Probability for misuse of property is high.
 Licensee work is depend on licensor (Michaelidou and et. al., 2015).
 Competition is market is more.
Exporting
In context of Rowlinson Knitwear it is identified that exporting work as an effective tool that
provide advantage to deliver products into new market.
On the other side, disadvantage refers to complete of work in an accurate manner due to which
knowledge of individuals is not implemented in proper manner.
Advantages Opportunity for explore new market is high. The economy is increased through foreign exchange. Organisation is able to competitive edge in market.
Disadvantages
 With increase in number of export it is complex to manage all operations.
 Due to low international knowledge export action is not performed properly.
Franchising

Rowlinson Knitwear implements franchise line for completing all work in proper manner that
leads to manage all tasks properly such as expansion of branch.
Disadvantage faced by management relates with franchise relates with implement of high cost
capital.
Advantages To manage work with cost effective approach. New market are capture and expanded.
Disadvantages
 High capital investment is required.
 Due to high legal formalities cost of organisation is increased.
Conclusions and recommendations for entering into the international market.
From the above conversation it tends to be said that Rowlinson Knitwear can extend its
business in Germany by the method for joint endeavor so it can band together with a previously
existing business in Germany (Sun, Paswan and Tieslau, 2016). This can help the organization in
increasing a superior thought regarding the market of Germany and the manners by which it can
move toward the market. This is additionally a financially savvy and simple strategy with the
assistance of which organization can utilize the assets and right now caught markets of the
business so its items can be promoted in a proficient way. Following are a few suggestions which
can be trailed by the organization during joint endeavor:
• The overall revenues that is shared by organizations in future must be resolved.
• Effective administration and the executives systems can help the organization in
cooperating in a productive way.
• It is significant that the market is investigated with the goal that the client inclinations
and tastes can be examined.
Arguments related with global and local market
It is said that worldwide organizations are progressively presented to showcase and can
enhance their items in a productive way to satisfy the needs of clients in the universal market
which can help it in increasing string brand notoriety in the market (Srinivasan, 2016).
Worldwide showcasing likewise permit the organizations to utilize the exceptionally trend
setting innovations which are accessible in the market so better items and administrations can be
produce that can help in its development. Likewise coincidentally if global promoting the

developing markets and the changing client needs can be successfully met that can help in
expanding organization deals and benefits.
Domestic marketing or advertising then again confines the market of business to a set
number of clients and can make a hindrance on the development and extension of business. The
organization can likewise not have the option to increase better economies of scale on the off
chance that they don't grow in universal markets where assets can be accessible at less expensive
rates that can help in diminishing organization costs and expanding its benefits (Yang, 2018).
Additionally the interest of just neighborhood level clients can be met by the method for nearby
advertising which limits the capacity of organization to develop and build more sales.
Product, promotion, pricing and distribution approaches
There are various strategies are utilised by business while performing their in international
market that differ market size or each market as it is depend on different characters which impact
on supply and demand of organisation. Price, supply chain and promotion all activities of
business are impacted. Along with this market demand for each market policy such as prices are
decided as per quality perspective. So needs of customers are satisfied in proper manner and it
also enhances organisational profits. With this demand of customers and decided of target market
are accomplished in proper manner. Strategies for business are formulated in a manner which
leads organisation to for completion of work as per current target market. Distribution channel
also relates with supply of products in market. It results sale of company is also increased
through providing right products at right time to right customers. Thus, all strategies which are
used by organisation to increase product sales are desired for completing all work with right
approach.
With the implement of right market strategy it is identified that management is implementing
marketing mix for obtaining better position in market. This is also used for accomplish of better
work through generating task as per required products. Marketing mix of Rowlinson Knitwear
implement right opportunity that leads to gain better results by managing product as per
customer demand. Similarly, price strategy helps for completion of work in desired manner that
leads in making actual results that makes competitive price policy for work. Place and promotion
also work as an effective tool which is leading management to gain better results which enhance
company areas to work with right culture.

Approaches for international marketing
Some approaches that are used by organisation to enhance their business size relates with
international marketing is to accomplish business objective in specific time period. Along with
this with use of minimum resources in order to accomplish organisational goals it is also easy for
management to gain competitive edge in market (Akgün, Keskin and Ayar, 2014). Moreover,
this approach are also used by business for completion of work with international approach that
provide better place for pricing, promoting and distributing all products for satisfying needs of
customers within market. Along with this all approaches that are used to expand and promote
business products to attract and enhance growth of company to take top position in market. Some
approaches which is used by Rowlinson Knitwear to enhance business in Germany is mention as
follow:
 Centralised approach- This approach determines that the power to take decisions for
running business in international market lies and control by management at top level.
This also defines by manager for performing and managing work as per decisions that
provides market strategies as well as policies for organisation. By this approach main
focus of organisation is to develop in-house capabilities as well as scalable processes.
This helps to ensure that control of marketing department relations with functions that
provides better marketing procedure through completing all work in an uniform approach
(Di Maria and Ganau, 2014).
 Decentralised approach- According to this approach each and every branch for
organisation that is located at different place or nation are able to make its own marketing
decisions. So the customer needs and market demands is fulfilled in proper manner by
understanding market conditions and make quick decision according to approach of
organisation. Moreover, with satisfying individual need in minimum time it is easy to
attract more number of customers by responding towards market needs spontaneously.
With the market situation of Rowlinson Knitwear it is identified that centralised marketing
approach leads management to enhance business size through performing all task with a
systematic series of steps. It also helps the management of organisation to control all activities as
per international market conditions that helps to reach towards target customers.
Porter five forces