International Marketing

International Marketing
Seminar 1


The purpose of this report is to summarise the research and analysis which launched focus on whether the most important aspect of international market expansion is host country market share, to identify and discuss its advantages and disadvantages.

“Cateora (1993) defines international marketing as the performance of business activities that direct the flow of a company’s goods and services to consumers or users in more than one nation.” (Bradley 1999, p.43). Thus, author will use some examples to, identify and analysis whether the market share is most important aspect of international marketing expansion into other country.

Marks and Spencer
The UK well know retailer, Marks and Spencer, tried to sell the men’s suits into China market based on UK size for tailoring, and M&S did not realise that only fitted few Chinese men because of their narrow hips and shoulders. (Brandley 1999) In this case, obviously, M&S did not do take sociocultural factors into their consideration of expanding its market abroad. Brandley (1999, p.138) said
“ that sociocultural influences have been identified as critical determinants of international management behaviour.”

Costa coffee belongs to the Whitebread company which is one of the UK’s leading hospitality and leisure groups. Bruno & Sergio Costa set up their famous coffee roastery in Lambeth, London in 1971, supplying local caterers and Italian coffee shops with an exciting coffee, slow-roasted the Italian way. To this day we still use the same method of slow-roasting our coffee beans, serving the brothers’ authentic blend of 6 Arabica beans to 1 Robusta in 500 coffee shops all over the world. Unlike any other coffee company in the UK, we have our own roaster to ensure our unique blend is perfect every time. (

To assume a situation that Costa Coffee is planning to entry to the US market based on the market share...