Dissertation International Marketing Management Sample: 'Textile Component' is a UK based company and successfully operating its transactions from many years. The company produces and sell components and parts to other textile manufacturing industry. The major products of the firms are buttons, zips and fasteners for the clothing as well as garments. As the organization has achieved success and because of the recent trends in globalization, textile component decided to expand their market and increase their global reach. Internationalization of business is not considered as an easy task. Many challenges and hurdles come across in this context. Organization need to adopt many practices and strategies to perform better and effectively in the international market (Johnson and Turner, 2009). The main purpose of this report is to prepare an entry plan for international markets in regards with the textile components. The report will also investigate various factors that influence the entry mode of company in to the global market along with the potential barriers that might hinders the expansion of the firm (Globalization - Economic Dimension, 2006). Various marketing strategies in order to enter in the international market are also being explored by the researcher. In the conclusion part of the report various recommendations for adequate marketing strategy for textile components is also mentioned which provide an aid to the firm to expand their business in the global market.

1. Dissertation
International Marketing Management
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No of Words : 2,500
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EXECUTIVE SUMMARY
‘Textile Component’ is a UK based company and successfully operating its transactions from many years.
The company produces and sells components and parts to other textile manufacturing industry. The major
products of the firms are buttons, zips and fasteners for the clothing as well as garments. As the organization
has achieved success and because of the recent trends in globalization, textile component decided to expand
their market and increase their global reach. Internationalization of business is not considered as an easy task.
Many challenges and hurdles come across in this context. Organization need to adopt many practices and
strategies to perform better and effectively in the international market (Johnson and Turner, 2009).
The main purpose of this report is to prepare an entry plan for international markets in regards with the
textile components. The report will also investigate various factors that influence the entry mode of company
in to the global market along with the potential barriers that might hinders the expansion of the firm
(Globalization - Economic Dimension, 2006). Various marketing strategies in order to enter in the
international market are also being explored by the researcher.
In the conclusion part of the report various recommendations for adequate marketing strategy for
textile components is also mentioned which provide an aid to the firm to expand their business in the global
market.

3. 3
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Contents
INTRODUCTION ..................................................................................................................................1
LITERATURE REVIEW........................................................................................................................2
International marketing management..............................................................................................2
Four phase of International marketing.............................................................................................2
Critical analysis...................................................................................................................................... 3
INTERNAL FACTORS IN MARKET SELECTION .................................. Error! Bookmark not defined.
EXTERNAL FACTORS INFLUENCING MARKET SELECTION............. Error! Bookmark not defined.
Market Factors ........................................................................................Error! Bookmark not defined.
ENTRY MODES.........................................................................................Error! Bookmark not defined.
ENTRY BARRIERS................................................................................... Error! Bookmark not defined.
DEVELOPING MARKETING STRATEGIES.............................................Error! Bookmark not defined.
Conclusion and Recommendation ............................................................................................................6
References …………………………………………………………………………….7

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INTRODUCTION
In the present state of affairs, most of the companies wish to expand their reach beyond the borders of
their nations. Every business operates in a global framework in order to capture the international market
(Hill, n.d). There is a significant place of Globalization in today’s business. This can be articulated from the
fact that companies running their business within the nation’s boundaries might face situation of domestic
labour shortages. The two terms internationalization and globalization have a different meaning, both of the
terms result inaugmented exposure to the worldwide factors. The businesses need to understand the process
of international marketing and the nature of the changing world. Expanding business in the global market is
used to signify the westernization of some of the developing countries and despite of clear retreat into
patriotism in light of several economic conditions all organizations need to aware about the global issues
(Aralin, 2010).
International marketing management is simple defined as a process which implements different
marketing principles across the borders of the country (International marketing, n.d).
While extending the scope of business towards the international market, company needto take care of
many things such as marketing mix applicable in that particular nation, various strategies andpolicies and
factors influencingthe entrymodes of the organization(Eternal Laws, n.d). In this researchreport, analysis of
various aspects important for enteringinto the global market is being done along with entryplan for textile
components is also developedfor the international markets.

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LITERATURE REVIEW
Literature reviewis definedas that process whichpresents the theoretical aspects inorder to deal
with the definite topic of the research. This is being conductedso as to searchvarious secondarysources.
Literature reviewhas well definedstructure whichis prepared by insertingthe personal insights and many
other literarysources. The consequent review is being conductedon the subject relatedto international
marketing management for textile components who decidedto explore their business inthe global market. It
also focuses onvarious marketing strategies andfactors needto be consideredby the company before
stepping in to the international business.
International marketing management
According to kleindl, “International Marketing is defined as that series of activities which satisfies
or accomplish the needs of individual or groups beyond the boundaries of the nations”(Kleindl, 2007). As
the case with the domestic marketing practices, the process of international marketing also starts with
identifying the needs and desires of the customers and then planning strategies in order to meet their
specifications. However, this process is more complicated and complex in comparison with the local or
domestic marketing. The culture, society, religion, preferences and values varies in different nation and
region(Adekola and Sergi, 2007). Marketer need to analyze crucially all the factors to achieve success and
to capture the global market. Apart from this many adjustments and alternations need to be done in
marketing activities to sustain in the international business environment.
Four phase of International marketing
International marketing involve four important phases. These stages are no-direct foreign
marketing, infrequent foreignmarketing, regular foreignmarketingand the last is international marketing.
No-direct foreignmarketing – At this point of stage, companies do not actively involves in the
process of international marketing. But, still there are some possibilitiesof sellingproduct and
services across the border. Productscanbe soldby the distributionwithout intimating the producers.

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Infrequent foreignmarketing – This is the next level. Under this phase company occasionallyinvolve
themselves ininternational marketingactivities. This depends upon the transitoryamount of
productionavailable with the firm. Organization does not focus onthe demand of the international
market; rather their main emphasis is laid on the domestic demand.
Regular foreign marketing – This is defined as that stage where the companies intentionally engage
in the process of international marketingand starts producingamount as per the needs of the global
demand. At this phase firm might have their own sales subsidiaries in foreign market.
International marketing – International marketing is the final phase. At this stage company fully
involve and get committedtowards the international market (Business communicationinglobal
context – Grow globally, 2012). Inthe previous stage, organizationonly establishsale subsidiaries
but, at this point a productionplant is being set up by the firm operatingin the foreignmarket.
Critical analysis
International Marketing Management can be definedas the employment onmarketing practices and
principles ona global level. Selectionof market at an international level can be termedas the most critical
decisionthat an organizationwhich wishes to engage in global trade has to make (Benefits of International
Trade, 2010). However, in spite of its criticality, the ways adopted by companies in identifyingan opportune
market are frequentlydepended oninstinct and ad hoc decisions, rather thana structuredapproachtowards it
(Brady, 2010). There are various factors that Textile Components is requiredto keepin mind before stepping
out into new horizons. Following is a detailedentryplan for the company:
INTERNAL FACTORS IN MARKET SELECTION
Management’s Risk Taking Ability- the willingness as well as ability of the management to take risks is the
utmost importance factor whichinfluences expansiondecision. It also determines howthe management will
view different risks while conductingmarket analysis.
Goals of the company- this factor also has an impact on the selectionandsegmentationof the market, as it
provides a directionto where the company is headed. Like in this case Textile Components has engaged
itself inrelateddiversificationand now its goal is to expand geographicallyi.e. globally (Doole andLowe,
2008).

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Capital Requirement- the capital requiredto enter a particular market is also of considerable significance.
Having done the market research, the companywill do a cost benefit analysis, and if it finds that it will get a
positive ROI then it can venture into that market.
CompetitionAnalysis- the level of competitionpresent at international level is very high especiallyin
Textile industry where there are several retail giants already enjoyinga large market share. Therefore there
are several competitive strategies which the company can undertake to enter the market (Zekiri and
Angelova, 2011).