International Marketing

1
 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 continuous
working could 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 recognition can be framed for a business entity.
International marketing also facilitates the standards which empower the brand more
effective and recognizable. 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. 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. In addition, the major factors of marketing are also helps to
increase the efficiency of international market. The marketing factors are basically
marketing mix.

4
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.
The advancement of international marketing is gradually undertaking the aspects of
business in order to give a clear significant. The advancement of businesses through
the practices of international marketing is very important factor in order to give more
efficient view. The organizations must keep in mind the factors of business at
international level. A set of international market include international marketing mix in
order to involve internationalization in the business. Globalization activities in the
business are very necessary to get higher significance.
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. The importance of administration policies has also
kept a significant view in establishing the approaches to international marketing.
Although the challenges and issues in marketing are very common international
marketing but a set of applications of international marketing can be proving very helpful
in resolving. 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).

5
Brand image and awareness can be boosted within the global market using
international values. The approaches of measuring international marketing activities are
identifiable and recognizable in terms of marketing actions & approaches. The scope of
administrating international marketing in business can be demonstrated by the market
demand and effective supply chain management of the business. 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).
Scope and key concepts of international marketing
There are some basic scopes and key concepts have been used by the organization in
order to practice international marketing in the business as follows:

 Import: Bringing of raw material and products from ouside the country is a good
sign of internationalization. The relationship with other contries is the most most
important factor. In business, they buy products from outside is known as import.
 Export: Export is just vice versa of import. The business are always interlinked
with other businesses. The delivery of the products and raw material outside the
country to other nations is known as Export.
 Contractual agreements: When a business get uplifted or move to the
international level it also need to change or expose thier scope of marketing
stragegy from domestic to international.
 Contract manufacturing: This concept is the finest and best way to cut the cost
of production. In this scope the organization can increase the production at the
international level and also outside the country only.

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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
by strategic planning and tactics (Johanson and Mattsson, 2015). The efficiency of the
concept of international marketing is enlighten by advertisement strategies to make the
business globalize and extensive. The respective clients are more likely to get attractive
return on investment in order to capitalize a business at huge level. It is way more
important to work with the ethics in order to internationalize the business and
achievement of target & objectives. The use of management practices to interrelate
other business functions is very necessary to get desired objectives.
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 simple words, the business
gives a share to the acquired firms for associating the name with the business and

7
delivering the services on behalf. 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 (Stelzner, 2014). 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

8
an entity 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.
A set of applications and conceptual theories is clearly defining the activities may
include policy designing and procedure making. The improvisation in the business can
also lead the business towards next level and also make eligible for absolute growth of
the business. The involvement of change management is way more important to
organize the process and produce strong results. It also improves performance and
help in facilitating the overall process. The different aspects of international market can
be administrate by engaging the risk & time management in practices (Skarmeas et al.
2016).

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P4 Explain, using examples, the different market entry strategies, including the
advantages and disadvantages of each
In order to establish the business on the international landscape, the business is
required to find the ways to enter it. There are various possible ways to get entrance in
the international market and retina the market share in the international market. The
business is required to get involved with new product development in context of
organizational development. The market entry strategies are mentioned underneath:
 Franchising the brand: Franchising the brand is best and simplest way to get
the entrance in the international market. The establishment of extending the
business by commencing new branches of the business. 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. According to this procedure, the involved
companies and firms are selling their assets and winding up the existing firms to
get involved in Little India.
 Direct exporting: It is the best possible and very common way to enter in
international market. The direct exporting can be possible through exportors and
discributors in order to explore the business and deliver the products to the right
customers. Target marketing strategies is the best possible practices to imply
direct exporting in the business.
 Joint venture: The merging of two companies through joint venture helps to sort
the business with linking other business in the equal profit sharing ratio. It doesn’t
even establish the business in new international boundaries but also increase the
market share at a huge level.
 Piggyback: The piggyback is the strategy followed by the organizations which
are already selling their products in the domestic boundaries as well as other
international boundaries too. Need of establishing this strategy can be possible
by selling the products to those organizations which are already having
international presence and ask them to sell the products.
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

11
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).
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.

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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
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.
At this stage the neglecting activities can become very serious issue in development
and prosperity of the business. The managers and leaders cannot ignore any aspects of
business related to the market. There are various strategies that are generally being
adopted by a business to have an entry in a new market (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. The
concepts of international marketing are only subjected to increase the
internationalization of the business and reinforce the exploration of the business. The
allocation of budget of a business and sales forecasting is way more important to set
out clear understanding about the cost effective strategies. The 0market needs to
consider there is a premier with the objective that social properties can be seen really. It

13
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
facilitates to have sustainable opportunities (Knorr, 2016). The attention towards
promotional activities of the business is also necessary to be viewed in order to get high
degree of recognition from the market. 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.
The basic elements can adopt by the organizations in order keep place in international
marketing. In the era of competition, the organizations standardizing the services with
best possible ways. A set of understanding is showcasing the differences between
standardization and adaptation.
Standardization vs. adaptation
The standardization can be termed as a union of culture with same business
environment and market demand across the international market. Many authors have
made arguments on standardization that enabling the technological advancement and
displaying the products at global level in order to make the presence global orientation.
On the other side the adaptation can be termed as customization in the business in

14
order to set clear identification of emphasizing customers at global level. The
fundamental basis of adaptation is required to learn is very necessary to entering into
an international market. The adaptation is only possible when business managers and
leaders considers all the environmental and constraint factors such as race,
competitors, laws, government regulations, culture, etc.
Evaluation of international marketing efforts
The most effective method to evaluate the international marketing efforts is gracing the
potential of organizations. Establishment of product development and market share is
only possible by adapting and accepting the culture & morale of countries to be
triggered. The strong market share and product development is very necessary to be
established in the domestic country than only an organization can search ways to get
international. The target marketing is also very important to create evaluation of
marketing efforts and also encountering the market demand. The testing of applied
theories and evaluate effectively must be a fundamental aspect for the businesses.
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. In the global marketing,
businesses are more likely to explore on a massive landscape; however the businesses
are also getting affected by the government policies in a same direction and on a same
pace. In addition to this, it can be considered that the best possible chances to get
higher attention and utilization of progression are done on the basis of clarifying
understandings between the organizational policies and government regulations
(Jackson and Sørensen, 2016). It can in like way be granted that in the likelihood of
neighbourhood advancing, the nature of clients is basically for all intents and purposes

15
indistinguishable while in by and large displaying the likelihood of client's changes
starting with one market then onto the accompanying. By having sustainable
development in terms of values the issues can be resolved.
P6 Investigate how the product, price, pricing and promotional distribution approach
differs in a variety of international contexts
International marketing requires adequate support of the marketing mix so that
strategies application can be improved adequately. Through having sustainable
development in terms of marketing standards the issue can be resolved. Selection of
marketing mix must be effective so that Little India can have better success and growth.
It is also significant to have a target market selection so that promotional values can be
well maintained. It has been witnessed that the marketing mix will also facilitate to meet
the needs of customers (Hudson, et. al., 2016). Classification of four key essential
factors in international marketing can be a product, price, place and promotion. Sales
and profitability can also be improved in a sustainable manner so that long term values
can be well maintained.
It is necessary to consider the customer's needs with respect to having the design of
services. By having a product development as per customer needs the customer base
can be improved. It is because customer satisfaction can also be advanced in an
accurate manner. The reason for selecting this system is that it can guide to improving
the component of purchaser trustworthiness and dedication (Jackson and Sørensen,
2016). The test among affiliations working in the unassuming sustenance and burger
joint industry has wound up being uncommon and, in this manner, it is troublesome for
business, for example, Little India to pull in new clients and remain intense in the
business centre as time goes around. Application of standards has also been improved
through competitor analysis so that marketing aspects can be well maintained. Along
with this, the distribution of products must be designed as per customer expectations so
that easy reach can be promoted (Javalgi and La Toya, 2015).
Other than this, the promotional standards and trends need to be reviewed properly so
that sustainable values can be accomplished. Use of various digital and traditional
promotion methods provide impressive advertising. It helps to meet the standards and
ensure that Little India is having continuous improvement in practice.

16
M3 Evaluate the context and circumstances in which your client organization should
adopt a global or local approach, highlighting the implications of doing so.
Little India must adopt the local approach in a situation where the consideration of key
values is being promoted adequately. In addition to this, it can be said that the local
approach is more adaptable for a situation that allow having to deal with a moderate
level of competition so that accurate working can be advanced. Likewise, moderate test,
low power of purchaser and providers and less risk of new hopefuls are two or three
conditions under which Little India should utilize the neighbouring technique (Johnson
and Mattsson, 2015). The demonstrated strategies and approaches are slightly positive
in internationalizing the business and increase the value of brand. The recognition of
brand is a significant viewpoint of managers and leaders to get more profitable results.
However, if the level of competition increases in the market then Little India needs to
focus on the global practice. Consideration of standards in regard to global approach
needs to be reviewed properly so that intense competition can be advanced. Customer
base and market share in this, the situation is also high so the application of standards
must be accurate.
M4 Determine and articulate in detail how to adapt the marketing mix of your client
organization in different international markets
 Product: According to the culture of Canada the menu design will be referred by
the company. It is also necessary to have food as per the needs and taste of
Canada culture. It will help in attracting the customer and facilitate accomplishing
goals.
 Price: Pricing strategy employed by Little India will be low pricing as compared to
other competitors in the market. It will facilitate the firm to attract more customers
and allow to meet the standards in the desired manner. Low pricing will meet the
expectations of the target market (Knorr, 2016).
 Place: Restaurant will be open in the middle of the city so that customer reach
can be well maintained. By having an adequate reference of the place selection,
the positive values will be promoted.

17
  Promotion: Use of social media and other platforms of advertising will be
employed for promotion. Print media and email marketing can also be used to
attract customers and ensure sustainability.
D2 Produce a critical evaluation of how the marketing mix is applied to a range of
international contexts.
The marketing mix is being employed as per the consideration of trends so that results
can be attained in an accurate manner. Applications of values in terms of market
development are being referred to properly. Decisions are being taken with assistance
to meet the standards and employ the marketing mix (Kuazaqui, 2015). Competitive
edge can be gained from the application of values and standards.

18
LO4
P7 Explain and analyse the various international marketing approaches your client
organisation can adopt
It has been seen that there are different ways to deal with comprehensive propelling
that a business firm can consider so as having practical improvement (Stelzner, 2014).
Classification of strategies can be as concentrated and decentralized measures. It
induces in a concentrated way organization in general have its errands with reference to
headquarter working. The relationship of headquarter individuals is considering choices.
Other than this, a decentralized strategy is associated with engaging parts of various
domains to have working in their own exceptional manner. Free culture is being created
with the target that medicinal measures can be considered by energy about the market
circumstance (Kumar, 2015).

19
P8 Compare home and international orientation and ways to assess competitors,
outlining the implications of each approach.
Factor Little India Little Social
Product The company will offer French dishes are being
Indian food to its customers. sold at the international level
Price Low pricing strategy will be High prices as per premium
referred to have better pricing will be offered.
opportunities.
Place At malls and other public Tourism areas will be
areas, the location will be considered as a location
selected
Promotion Print media and social Internet and television
media application will promotion improve the
facilitate business features.
Physical presence Interior will provide the French culture can be
presence of Indian culture witnessed in a restaurant
Process Preferred staff will be Local citizens can be
Indians who are known of considered an employee
Indian culture and staff members
Positioning Food lovers who try new French food customers will
things can be target market be target market
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.
Benchmarking and standards of practice will be referred properly by the members to
meet the expectations. Controlled and obliged advancing are two key approaches that
are dependably used by the business firm. It is essential for a business part to have the
whole procedure update by thinking about pushing structures. Manager will hold
authority over operational activities. It will allow having a standard base checking of
activities with the objective that targets can be achieved (Lasserre, 2017).
D3 Make recommendations on how organisations should be structured to maximize the
opportunity in an international context
A business firm can concentrate on the utilization of key evaluations like contender
examination. It will give finding a few solutions concerning decides that are being
utilized by enemies so choices can be considered as prerequisites. By having use of
different propelling standards, comprehensive advancing practices can besides be
progressed. It will correspondingly move the bit of the general business and leads

20
business to an amazing component of achievement. It allows having better
opportunities in the international market.

21
Conclusion
From the statements, it can be concluded that international marketing facilitates the
business firm to have accurate working in the global market. Business expansions can
also be accomplished adequately so that sustainable values can be well maintained.
Considering the values in terms of market entry strategies the issues can be resolved.
Overall practice in regard to minimize the risk and promote business is necessary.
Market research is also essential to refer properly by Little India during expansion.

22
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