International Marketing Report: Strategies, Routes, and Analysis

This report provides a comprehensive overview of international marketing, beginning with the core concepts and distinguishing it from local marketing. It explores the scope and key concepts, including domestic marketing, international trade, and comparative marketing. Various routes to international marketing, such as licensing, exporting, and franchising, are examined, along with the key criteria and selection processes involved in choosing the right approach. The report details different market entry strategies, including exporting, licensing, and franchising, highlighting their advantages and disadvantages. Furthermore, it touches upon marketing strategies and concludes that international marketing is effective for ensuring profitability through engaging with a large customer base. The document references several sources to support its analysis and is available on Desklib, where students can find more resources and solved assignments.

International Marketing

Table of content
• INTRODUCTION
• CONCEPT OF INTERNATIONAL MARKETING
• LOCAL MARKETING VS INTERNATIONAL MARKETING
• SCOPE AND KEY CONCEPT
• CONCEPT OF INTERNATIONAL MARKETING
• VARIOUS ROUTES TO INTERNATIONAL MARKETING
• KEY CRITERIA AND SELECTION PROCESS
• DIFFERENT MARKET ENTRY STRATEGIES
• MARKETING STRATEGIES
• CONCLUSION
• REFERENCES

INTRODUCTION
INTERNATIONAL MARKETING IS THE CONCEPT
WHICH INVOLVES THE EXECUTION OF ALL THE
RELATED PRINCIPLES OF MARKETING AND ALL THE
EFFECTUAL PRACTICE IN ORDER TO
INTERNATIONALISE ITS BUSINESS FOR ENHANCING
THE PRESENCE OF THE COMPANY IN THE MARKET.

Concept of international marketing
ACCORDING TO CATEORA AND GRAHAM,
INTERNATIONAL MARKETING IS THE
PERFORMANCE OF THE BUSINESS ACTIVITIES
WHICH IS BEING DESIGNED TO PLAN, PROMOTE,
PRICE AND DIRECT THE FLOE OF GOODS AND
SERVICES TO ITS CONSUMER AND MAKE MORE
THAN ONE NATION PROFITABLE

Local marketing Vs International marketing are given below:
Basis Local marketing International marketing
Area served It usually coves small areas to operate its
business.
It coves large areas to market its products
and services.
Business operation They operate its business in single nation. It usually operates more than one country.
Risk factor There is low risk associated with the local
marketing
Very high risk is be incurred in the
international marketing.
Capital required This required less capital to be invested
for the operations.
This required huge investment to operate
in its in the new market.

Scope and key concept of international
marketing
BUSINESS AND MARKETS IS BEING OPERATING ITS
FUNCTION IN THE MODERN WORLD AND BECOMING
MORE DYNAMIC. THUS, IN RELATION TO CURRENT
SCENARIO INTERNATIONAL MARKETING ALSO
HAVING THE HUGE SCOPE THAT IS BEING BOOSTED
WITH THE GLOBALISATION.

Key concept of international
marketing
• DOMESTIC MARKETING
• INTERNATIONAL TRADE
• COMPARATIVE MARKETING

Various routes to international marketing
There are certain entry modes which can be used by
the company in order to internationally market its
business and these are given below:
 Licensing
 Exporting
 Franchising

Key criteria and selection process
THERE ARE CERTAIN PROCESS WHICH NEEDS TO BE
FOLLOWED BY SAINSBURY WHILE EXPANDING THEIR
BUSINESS ARE GIVEN BELOW:
• INTERNATIONAL MARKETING OBJECTIVES
• PARAMETERS FOR SELECTION
• PRELIMINARY SCREENING
• ANALYSIS AND SELECTION

Different market entry strategies
There are some of the market entry strategies which is used by
Sainsbury for making various entries in the particular market
Exporting- It is the market entry strategy in which an organisation
can not directly enter in the new market.
Advantage- Exporting helps in having the new market place for
the company as Sainsbury is the leading company which is
gaining more productivity
Disadvantage-The main drawback of exporting is increasing cost
of the products

LICENSING AND FRANCHISING-: IT IS THE EFFECTUAL AND PRODUCTIVE
WHICH ACCESS AND ALLOW THE SAINSBURY TO STAY IN TOUCH WITH
THE COMPANY AND THE VENTURE OWNERS OF THE INTERNATIONAL
MARKET.
ADVANTAGE- THE KEY GROWTH OF SUCH MARKET STRATEGY IS
FRANCHISING AND LICENSING WHICH OFFER THE LOWER COST.
DISADVANTAGE- IT IS THE STRATEGY WHICH INCREASED THE RISK
ASSOCIATED.

Marketing strategies
MARKET ENTRY STRATEGIES BRING VARIOUS
ADVANTAGES AND DISADVANTAGES FOR THE
BUSINESS OPERATIONS TO BE EFFECTIVE
OPERATED IN THE LARGE MARKET. AS THE
ABOVE DISCUSSED MARKET ENTRY SUCH AS
FRANCHISING, EXPORTING AND LICENSING.