Unit 50: International Marketing Assignment Sample

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Introduction of Unit 50: International Marketing

International marketing involves the sale and promotion of goods at the global level. The company chosen for the report is Mars, which is a food and pet care firm which was established in 1911 and has its headquarters in McLean, Virginia, U.S. (Mars, 2025). This report will cover the effectiveness of the marketing in business strategies in the international market. This will also discuss the entry of selection into the new market and its key success factors.

Unit 50: International Marketing Assignment Sample

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Main Body

Assignment samples are offered to assist students in understanding coursework structure and key learning outcomes. Our UK assignment help emphasizes ethical learning support and original work. Unit 50: International Marketing Assignment explores business ethics, legal frameworks, and reflective practices. These materials are intended solely as study aids and reference guides.

Scope of international marketing

The scope of international marketing is the reach of the selling and promotional activities across the regional frontiers. The scope of this is provided as follows:

• Global expansion: this leads to the activities in two more countries where it is successfully operating its business (Albaum and Duerr et al, 2016). Mars' global expansion covers the different countries where it has established a strong customer base and increased demand.
• Brand creation: it leads to the creation of the brand at the international level, where it is perceived as a reputable and desirable brand by the people in different countries. Mars has a strong reputation, which makes it one of the leading brands in the industry across the globe.
• Global supply chain: it involves the global supply chain network where the supply, demand and inventory are managed on the basis of the different locations and availability of resources.
• Market research: it involves the market research of multiple markets that have diverse buyers and demand (Singh et al, 2021). This makes the Mars to carefully plan and analyse to serve the market as per the need.

The concept of international marketing says that it is a globalization of the firm’s activities, which leads to the spread of business operations in multiple nations and is recognized globally. It is a kind of international marketing strategy that is used by the firm to achieve its target of covering a wider customer base and increasing business revenue and working.

Rationale for an organisation and various routes

There are various rational for Mars to market internationally, which are provided below:

• Increased customer base: this allows Mars to increase its customer base, demand and sales in the different markets. This is effective in making the business successful and increasing market share to meet the competition in the market (Kumar, 2024).
• Diversified revenue means: this increases Mars' revenue generation and covers the loss for one market due to the operations and continued sales in other markets. This is effective in mitigating the risk and focuses on the firm’s continuous growth and expansion.
• Improved technology and resources: through this the Mars can get access to the new technologies prevailing in the different markets and obtain the resources as per availability.

Several routes can be adopted by Mars to enter the international markets:

• Exporting: this involves exporting finished goods from the manufacturing place to other markets for sale. Mars exports its products, such as candies, sweets, pet food, etc., to the various international markets.
• Licensing: this gives the right to produce the goods and sell them under the of the company (Dana et al, 2022). Mars provides the licensing to several local companies which sell under its .
• Joint ventures: this is a partnership in companies in the market that strategizes to increase the market base and obtain the resources. Mars has partnered with multiple companies in the market that share the promotion, marketing, technology and funding requirements of the firm.

Opportunities and challenges

Various routes that present several opportunities and challenges in front of Mars in the existing international marketing process, which are provided below:

• Franchising: it gives the opportunity to expand its business operations and activities to a larger base. This leads to increased profits for the firm and implement the successful marketing process.
• Partnering: it leads to the obtaining of new skills, talents, technology and resources for the firm and helps in achieving the international marketing process in a desired manner.
• FDI: The challenges this bring is that there can be cultural issues faced by the firm as it is difficult to understand and meet the needs of different people in different markets and may result in low ROI.
• Exporting: There can be issues in understanding and fulfilling the regulatory compliance in the different countries when exporting. It serves as a complexity in front of Mars and can hinder the smooth running of activities in the international market if not understood well.

Key criteria and selection process

There is a need to follow the criteria at the time when considering entry into the new market:

• Market potential: it is essential to identify the potential of the new market that how much revenue, sales and expansion it can offer to Mars. This can help in taking the right investment decision, which can be profitable for the firm’s growth and development (Kotabe and Helsen, 2022).
• Rivalry: it is needed to scan the competition prevailing in the new market, which can help to identify and overcome the potential challenges that can present in front of Mars.
• External factors: Mars needs to conduct thorough research on the various external factors, such as political, economic, and legal compliance etc.

The selection process to be used when considering to enter into the new market:

• Identify the market: this starts with the identification of the potential market that can meet the goal and objective of the firm, such as increased sales, demand, higher revenue, etc.
• Preliminary screening: listing the different countries or markets that have as potential for successful international marketing on the basis of size, economies, etc. (Reimann et al, 2022).
• In-depth screening: the thorough research is conducted, and the evaluation of the selected markets is done by analysis of the external factors prevailing in the new market that can impact Mars.
• Final decision: after all the evaluation and analysis are done which the final market is selected that can match with the firm's resources, targets, objectives, etc.
• Implementation: at this stage, the company implement and monitors the current performance and makes improvements in the same if needed.

Different market entry strategies

There are various strategies to enter into the new market, which present both advantages and disadvantages:

• Exporting: the company can enter using the strategy is exporting into the new market. For example, Mars exports the goods into the international market through direct selling and also through the involvement of third parties or distributors. This has advantages that it requires low capital investment and also has low risk involved in it (Rachmad, 2022). However, the disadvantages of this are that it can be difficult to meet the regulations of the foreign market in international trade and has limited control of the supply chain.
• Partnerships: This is focused on the formation of a strategic alliance between the two companies for better international business. For example, Mars formed a partnership with the company in the international market that has a strong domestic presence and can help the firm with resources such as funds, technology and also a customer base. This has led to the fast entry into the new markets and reduced risk from the external factors in the new country (De Mooij, 2021). On the other hand, it has certain limitations, which are the chances of conflicts and disputes and less control in the decision-making process.

Market evaluation criteria and entry strategies

The market evaluation criteria and entry strategies for Mars are as follows:

• Identification of the new market: Mars can research the various countries where it does not operate and see high growth potential for the expansion of the business.
• The preliminary assessment: Mars needs to prepare a list of all the countries that can be beneficial to enter for successful international activities.
• Final selection: the final market is selected by Mars that can generate returns on the investment.
• Implementation and control: The company requires monitoring to ensure that plans and performance align with targets and to take corrective actions for any deviations.

Entry strategies that can be adopted by the firm can be franchising and FDI, which can benefit Mars in its international expansion.

Recommendations:

• This is recommended to the firm to analyse and compare the different markets using the latest tools and technologies, such as AI, which can also help in making the forecast.
• Moreover, it is advised that the Mars can also use the performance measurement tools, such as a feedback system that shows its performance.

Evaluation of the international market

The international market provides many opportunities for the business, such as market growth and capital stability. This is effective in the business growth in the international as well as domestic market (Shenkar et al, 2021). However, this also presents the issues related to attracting customers and political uncertainties. For attracting customers, Mars needs to adopt market strategies which use the digital platform to promote its goods and engage people in online advertisements. Political uncertainties can be resolved by thorough research and establishing better relations with the new country's government.

Conclusion

From the above report, this can be concluded that the international market provides the scope for the company's global expansion and brand creation. This brings various opportunities for Mars in market growth and new skills. However, there are challenges in front of the firm that are uncertain external factors and issues in undertaking the different cultures, which can be resolved by conducting research.