International Marketing Strategy Analysis

This assignment requires a comprehensive analysis of international marketing strategies, particularly focusing on the decision-making structures employed by exporting firms. Students are expected to delve into academic literature and case studies provided in references like 'International Marketing' by Czinkota & Ronkainen and 'Strategic International Marketing' by Meissner, among others. The analysis should encompass various aspects of international marketing strategy, including factors influencing decision-making processes within exporting companies.

1. Table of Contents...................................................................................................................1
2. EXECUTIVE SUMMARY.........................................................................................................2
3. ORGANIZATION.......................................................................................................................2
4. PRODUCT/ SERVICE................................................................................................................3
5. INTERNATIONAL MARKET OPPORTUNITY ANALYSIS..................................................3
a. Identification of the market success factors.............................................................................3
b. Identification of the countries..................................................................................................4
6. MARKET DESCRIPTION..........................................................................................................5
a. Basic characteristics.................................................................................................................6
b. Economic Environment...........................................................................................................6
c. Political and legal Environment...............................................................................................7
d. Cultural Environment..............................................................................................................7
7. MARKET ENTRY STRATEGY................................................................................................8
REFERENCES..............................................................................................................................10

2. EXECUTIVE SUMMARY
Talley's Group Limited is considered as the organization that is owned privately within
New Zealand. It is one of the agro-business organization that is engaged in offering sea food,
vegetables as well as dairy products. Talley makes sales of the products that includes Fish, Flat
fish, Shell fish, Squid, shark, Skate as well as Eel. Talley's possess specialization in meeting the
requirements of the food service, retail, and wholesale as well as reprocessing markets in order to
offer flexible packaging styles foe fresh chilled fish, frozen fish, scallops as well as oyster.
Further the key features needed for the product to be successful includes consumer income level,
political stability, climate, internet penetration as well as availability of the natural resources.
Hong Kong can be considered as the target market for Talley as it possess greater potential for
the firm in attaining greater amount of benefits. The strategy of market entry that would be
adopted by firm for Hong Kong is direct export.
3. ORGANIZATION
Talley's Group Limited is one of the firm that is privately owned within New Zealand. It
is one of the agribusiness organization that is engaged in offering sea food, vegetables as well as
dairy products (Talley's Group Limited, 2016). The firm was established in the year 1936 by Ivan
Peter Talijancich. From the modest start within Motueka as manufacturer of sea food the Talley
family business has increased into one of the most essential agribusiness organization within
New Zealand. The first vessel of the organization was Janie Seddon (Terpstra, Foley and
Sarathy, 2012). It was built in 1903 within UK and was considered as one of the two Submarine
mine laying vessel that was brought from England to New Zealand in the particular year. In the
year 1936 Janie Seddon was being purchased by Tally Fisheries and it was considered as their
first vessel. At present Talley is the international exporter of huge range of premium New
Zealand produce. In addition to this it is actively operated as well as managed by family
members of Tally.
Today the company is Multi-division international business. The firm carries out its
operations in four division. This is comprised of seafood, vegetables, Dairy as well as meat. The
original parent business that is Talley's Fisheries Ltd has made an expansion to cover fishing
and sea food division, frozen vegetable division, diary division as we ll as meat division. The
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brand Talley is being utilized for the purpose of retailing both its well-known inshore sea food
products as well as its superior quality frozen vegetable products. The seafood of Talley is
considered as World's best by the restaurants as well as food service distributors within New
Zealand and abroad (Sheth, 2011). Currently the firm is engaged in carrying out its operations at
31 locations. For international expansion the firm can select the region that includes India, Hong
Kong and United States.
4. PRODUCT/ SERVICE
There are wide range of products and services that are being offered by Talley. The
company offers sea food to the customers that resides across the globe. The organization is
involved in offering wider selection of world's highest quality as well sustainable seafood
(Sheng, Zhou and Li, 2011). The company acts as an aid for the customers to request for certain
special species or to make suggestions for tasty alternatives for enhancing the product line. The
products that are being sold by Talley includes Fish, Flat fish, Shell fish, Squid, shark, Skate as
well as Eel. Talley's possess specialization in meeting the requirements of the food service, retail,
and wholesale as well as reprocessing markets in order to offer flexible packaging styles foe
fresh chilled fish, frozen fish, scallops as well as oyster. The highly skilled personnel and modern
system facilities makes sure that customers are satisfied to a greater extent by the means of
attaining quality seafood (Czinkota and Ronkainen, 2012). The sea food that is being delivered
by Talley is pure, premium quality and is considered as the greenest seafood on earth. They offer
quality services in order to enhance satisfaction level among the customers to a significant level.
5. INTERNATIONAL MARKET OPPORTUNITY ANALYSIS
a. Identification of the market success factors
There is presence of several success factors that are important for the proposed service/
Product to be successful. These are considered as the factors that assist in making determination
of the success of the product in the particular market. Such factors have been enumerated in the
manner stated as under: Consumer level of income: It is important factor that assist in determining the success of
the product and service in a particular market. In case the income of consumer is high
then they can make purchase of seafood in an effective manner (Papadopoulos and
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Heslop, 2014). Thus it can be stated that purchase of the sea food in a particular region
depends on the affordability of the buyers. This is being reflected in terms of level of
income possessed by customers. Political stability: It is considered as an essential factor that is effective in demonstrating
the integrity as well as durability of the present government regime. This is being
assessed on the basis of amount of violence as well as terrorism expressed within the
nation and by the citizens attached to the state (Berthon, Pitt, Plangger and Shapiro,
2012). In case the stability within the particular nation is better than this can increase the
sales of the seafood. Thus the success through launch of seafood in particular market to a
greater extent depends on the political stability. Availability of natural resources: The presence of natural resources is of greater
importance for the purpose of attaining success related to sea food in different countries.
It has been gained that the nation where the availability of natural resources is huge then
here the quality of sea food can be offered to the customers. Thus this would increase
satisfaction among the market through consumption in an effective manner. Climate: In case the climatic conditions are favorable for the kind of product that has to
be sold within a particular country. Then this would lead to attainment of the success by
launching seafood in a specific nation (Ghauri and Cateora, 2010). The climatic
conditions defines the durability of the sea food in the market. Thus this needs to be
favorable as it demonstrates the success of the product launched in the new market.
 Internet penetration: It is considered as the term that reflects the usage of internet in a
particular nation. In situation the internet use is to a greater extent than this reflects
smoothness in the supply chain. Today online means is regarded as one of the effective
way that is being used for the distribution of products and services (Paliwoda and
Thomas, 2013). With the assistance of internet penetration more number of individual
would be able to place an order from distinct locations in an effective way.
b. Identification of the countries
The above discussed are the success factors. Based upon this the countries selected that is
Hong Kong, India and US would be rated. This is in order to make selection of the most suitable
nation where the launch of new product can be made in an effective manner. Further this is
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required to be profitable for Talley as well. The table has been presented in the manner
enumerated as under:
Success Criteria India Hong Kong United States
Consumer level of
income
Moderate income level Due to lower rate of
taxation the consumers
income level is higher
as compared to other
two countries
Rate of customer's
income is higher
Climate The climatic condition
are inappropriate
Pleasant The climate is
soothing
Availability of natural
resources
Scarcity of natural
resources
Though Hong Kong
possess scarcity of the
natural resources but it
has deep water ports
and excellent location
that enhances the
attraction of the forms
towards the market.
Availability of
resources is abandon.
Political stability The political stability
in India is not sound
Hong Kong is
considered as one of
the world's most
friendly nation. It has
free market policies
and rules of law.
Political stability is
sound
6. MARKET DESCRIPTION
The most promising market that has been selected for the launching of new product that
is sea food is Hong Kong. Sea food within Hong Kong is considered passion as well as one of
the integral part of the Cantonese cuisine. With the increase in demand there is enhancement in
the number of chefs that are becoming masters in cooking creatures in an effective way. The
local people within Hong Kong have greater need for the Sea food that demonstrates the
potential market for the particular product (Meissner, 2012). Hong Kong possess wide range of
seafood restaurants for every budget as well as occasion.
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a. Basic characteristics
It involves the basic features of the location that is chosen for the launching new product
in the market like Hong Kong. Over the past half century the population as well as number of
domestic household within Hong Kong has increased to a greater extent. There is greater change
in the trend within the population that is number of people living in Hong Kong has increased to
a greater extent. Hong Kong possess rising trend in terms of population (Berthon, Pitt, Plangger
and Shapiro, 2012). Thus it can be seen that there is immense of amount scope that can be
viewed towards making sales of sea food within Hong Kong. In Hong Kong population in the
year 2011 was 7.07 million which was more than double of exist in the year 1961. The growth in
population is at faster pace in the coming 20 years. The area of Hong Kong is 1104 kilometer
square. However the percentage of water here is 4.58 (50 Kilometer square; 19 sq mi). It has
been gained that the rate of urbanization in Hong Kong is 100% of the total population. This rate
change by 1.04% on annual basis. Hong Kong is considered as the monsoon influenced
subtropical climate. It remains mild for almost more than half of the year. It is being determined
that though Hong Kong possess scarcity of the natural resources but it has deep water ports and
excellent location that enhances the attraction of the forms towards the market.
b. Economic Environment
Hong Kong is regarded as one of the commercial destinations within Asia. There is
considerable flow of traffic that involves tourists as well as other travelers within Hong Kong.
Travelers from the mainland are being very prevalent in the recent time in Hong Kong. With the
changes in the economic conditions the consumer base within Hong Kong is influenced to a
significant level. Economic conditions is comprised of factors that includes inflation as well as
rate of interest that affects the operations of the firm to a greater extent. In Hong Kong the tax
rate is lower thus with this the condition is the economy is sound (Sousa and Filipe Lages, 2011).
This implies that business can carry out their operations in an effective manner with minimal
intervention of the government. With the lower rate of tax the profitability of the customers and
business has been increased. Thus this reflects it would be profitable for Talley in making
international expansion in such nation where free trade can be carried out. This has increased
opportunity for Talley to carry out its operations within Hong Kong to a significant level.
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c. Political and legal Environment
Hong King enjoys greater degree of autonomy in entire internal matters. The interference
of the Chinese government is minimal that is towards management of the external affairs as well
as defense. Taking into account legal perspective it has been gained that Hong Kong to a greater
extent protects the rights of the individuals and legal persons towards the acquisition, use,
disposal as well as inheritance of the property. The control of the government towards the
disclosure of business is less (Gilligan and Hird, 2012). There is presence of minimal
capitalization need for the private firm in Hong Kong. Thus it ensures foreign direct investment
within Hong Kong. Thus it can be seen that political as well as legal environment within the
chosen nation is stable. Further the government has not influence over the capital and labor
prices. The regulatory authority do have control over the prices of land and over the policy of
land. The financial sector intervention is more legalistic and is concerned with regulatory control
over the institutions of finance with the aim to bring stability within the industry. This further
acts as an aid in safeguarding the interest of the individuals to a greater extent. Here the domestic
political condition remains stable (Ruzo, Losada, Navarro and Díez, 2011). Further it can been
seen that one can start up new business with greater ease. Hong Kong government to a greater
extent supports foreign direct investment and it is keen towards enhancing the growth within the
economy.
d. Cultural Environment
The culture environment describes the values, beliefs as well as trend that is being
followed within a particular country. The fast paced lifestyle within Hong Kong has raised the
demand for fast food within the nation. There is presence of people in Hong Kong who prefer
eating sea food. This is because of the excellent ports within the country which increases the
market for sea food in Hong Kong. Within the nation there is presence of majority of the
population that has greater level of income. Further this assist them in affording the prices of sea
food to a significant level (Chung, Lu Wang and Huang, 2012). Culture within Hong Kong
presents high power standard, lower uncertainty avoidance, very collective as well as masculine.
The society within Hong Kong possess collectivist culture. This reflects that there is presence of
interpersonal relationship in the particular region. It is being determined that Hong Kong is
considered as the strong long term orientation. This demonstrates that consumers within Hong
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King are loyal towards the brand once they are satisfied with the products as well as services.
Therefore it can be stated that greater advantage can be attained by the new business in
attainment of higher profitability to a significant level. With the analysis of the cultural
environment it can been viewed that would profitable if Tally makes its international expansion
in Hong Kong as there is presence wide range of opportunities for the organization.
7. MARKET ENTRY STRATEGY
With the aim to enter new market it is significant for the business to develop market entry
strategy so that it can carry out sales of its product and services within the country in an effective
manner. Market entry strategy is referred to as the planned tool that assist in making delivery of
the goods and services to the new target market and their distribution. While importing and
exporting the services it is regarded as the establishment and management of contracts within
foreign nation. There is presence of wide range of strategies that can be adopted by Talley for the
purpose of entering into the new market (Navarro, Acedo, Robson, Ruzo and Losada, 2010).
These can be used by the firm with the aim to attain its pre-determined targets and objectives.
Further it has been determined that selection of the strategy needs to be done with careful
analysis as such has effective role in ensuring the survival of the business within the market for
long run course of time. The different strategies of entering market includes licensing, exporting,
franchising, business alliance, joint ventures as well as outsourcing. All these tool can be
beneficial for the firm in making expansion within the international market. In the present study
the market strategy that is suitable for Talley Group Limited is related with direct exporting.
Under this the firm can make sales of the product directly to the target market. It can be by the
means of internet as well as opening outlet within the particular nation. The strategy of direct
export can prove to be effective as in Hong Kong there is less rate of corporate tax which can
assist in benefiting the organization in terms that it can attain greater amount of profitability by
carrying out operations within the market (Majaro, 2013). By the means of direct selling the
customer can make prevention of the other firms that are taking the share of profitability. Though
direct selling requires the firm to make contacts, build relationship, negotiate dealing as well as
understanding the market and carrying out marketing but it has greater advantage for the new
business in terms that it acts as an aid in increasing the image of the firm in the market.
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The role of market entry strategy has greater number of advantages that can facilitate the
firm in carrying its operations within Hong Kong in an effective manner. The advantages
includes control over the prices, full control on the brand that can prove to be beneficial for the
firm to a significant level. It has been seen that customer possess the preference to directly
communicate with the producer. Thus Talley with the assistance of direct export can increase
stronger relationship with the customers within Hong Kong. Through this it can get an edge over
the competitors in the market. There is significant role of the firm in carrying out market
research for the purpose of gaining insight to the interest of the customers. Through this business
can offer products and services as per the need of the buyers. This acts as an aid in increasing the
satisfaction level of the customers. Thus helps in assisting the firm to create its image in the
market for longer run (Zeithaml, Bitner and Gremler, 2010). Through direct exporting the
business such as Talley can make determination of the opportunities that are prevailing in the
market. Thus this can act as an aid in attainment of the business target to a greater extent. Under
this the role of intermediaries is minimal therefore it can be beneficial for the business in making
huge amount of profitability. As with the analysis it has been determined that there is presence of
market for the sea food in Hong Kong. Thus making an export directly can help the firm in
minimizing its expenses to a greater extent.
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REFERENCES
Journals and Books
Berthon, P. R., Pitt, L. F., Plangger, K. and Shapiro, D., (2012). Marketing meets Web 2.0,
social media, and creative consumers: Implications for international marketing strategy.
Business horizons. 55(3). 261-271.
Berthon, P. R., Pitt, L. F., Plangger, K. and Shapiro, D., (2012). Marketing meets Web 2.0,
social media, and creative consumers: Implications for international marketing strategy.
Business horizons. 55(3). 261-271.
Chung, H. F., Lu Wang, C. and Huang, P. H., (2012). A contingency approach to international
marketing strategy and decision-making structure among exporting firms. International
Marketing Review. 29(1). 54-87.
Czinkota, M. and Ronkainen, I., (2012). International marketing. Cengage Learning.
Ghauri, P. N. and Cateora, P. R., (2010). International marketing (pp. 15-16). McGraw-Hill
Higher Education.
Gilligan, C. and Hird, M., (2012). International marketing: strategy and management (Vol. 17).
Routledge.
Majaro, S., (2013). International Marketing (RLE International Business): A Strategic Approach
to World Markets. Routledge.
Meissner, H. G., (2012). Strategic international marketing. Springer Science & Business Media.
Navarro, A., Acedo, F. J., Robson, M. J., Ruzo, E. and Losada, F., (2010). Antecedents and
consequences of firms' export commitment: An empirical study. Journal of International
Marketing. 18(3). 41-61.
Paliwoda, S. andThomas, M., (2013). International marketing. Routledge.
Papadopoulos, N. and Heslop, L. A., (2014). Product-country images: Impact and role in
international marketing. Routledge.
Ruzo, E., Losada, F., Navarro, A. and Díez, J. A., (2011). Resources and international marketing
strategy in export firms: implications for export performance. Management Research
Review. 34(5). 496-518.
Sheng, S., Zhou, K. Z. and Li, J. J., (2011). The effects of business and political ties on firm
performance: Evidence from China. Journal of Marketing. 75(1). 1-15.
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Sheth, J. N., (2011). Impact of emerging markets on marketing: Rethinking existing perspectives
and practices. Journal of Marketing. 75(4). 166-182.
Sousa, C. M. and Filipe Lages, L., (2011). The PD scale: a measure of psychic distance and its
impact on international marketing strategy. International Marketing Review. 28(2). 201-
222.
Terpstra, V., Foley, J. and Sarathy, R., (2012). International marketing. Naper Press.
Zeithaml, V. A., Bitner, M. J. and Gremler, D. D., (2010). Services marketing strategy. John
Wiley and Sons. Ltd.
Online
Talley's Group Limited. 2016. [Online]. Available through:
<http://www.talleys.co.nz/about-us/our-company/>. [Accessed on 15th June 2016].
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