AS2 – Investigative Report

This report focuses on strategy and role of globalisation in market. It gives a brief information about the internationalisation and strategies for making business international.

AS2 – Investigative
Report

EXECUTIVE SUMMARY
Globalisation has risen the business sector with changing period of time. It has become
essential for every entity to focus on expansion of business. This report focuses on strategy and role
of globalisation in market. It gives a brief information about the internationalisation and strategies
for making business international. With use of mode entry, decisions regrading selection of tactics
is done entity. With focused area, decision making process is being carried out properly. By going
through this report, knowledge will be gained regarding the concept of becoming
internationalisation.

Table of Contents
EXECUTIVE SUMMARY..................................................................................................................2
INTRODUCTION................................................................................................................................4
MAIN BODY.......................................................................................................................................4
Using global marketing model(s) for international market selection, compare both international
markets and evaluate why company choose these markets............................................................4
Analyse the method of market entry used by chosen company/ product to enter one of these
markets, and evaluate if this entry method was the best option......................................................5
Review potential marketing strategies that were used to ensure success in an international
market..............................................................................................................................................7
CONCLUSION....................................................................................................................................8

INTRODUCTION
Market is becoming wider and broader which is also rising competition at larger scale. With
changing period of time, it has become important for companies to globalise the business at wider
level. Global market entry requires deep level of analysis, knowledge, expertise to use or
implement correct tactics. Webexpenses, which is global software as service (SAAS) company
headquartered in UK. Its main is to provide strategies as well as services to firms to manage
employees expenses. They provide products such as invoice processing, corporate travel, on-
borading software, expenses management and many more. This report includes comparison of two
international market, market entry methods and potential market strategies.
MAIN BODY
Using global marketing model(s) for international market selection, compare both international
markets and evaluate why company choose these markets.
Every organisation keen for business expansion with aim of gaining higher profit and sales
revenue. It is a critical task to select appropriate market for business activities and functions. Web-
expenses which is a leading technology company has 200 number of employees, 2020. It has its
services across the globe through which they are able to expand their business at different locations
like London, Australia, North America etc. (Iheanacho, 2020). They provide ample number of
products like expenses management, corporate travel, invoice processing etc. To enter into a
international market, they are various types of modes like, franchising, licensing, turnkey projects,
joint venture, etc. It is crucial for entities to focus on these so that correct entry mode is being
chosen. It currently focuses on its market of Australia & North America.
BASIS Australia North America
SCOPE In this international market, Web-
expenses has wider scope of
growth and development which
assist them to search for more
clients for business.
(Weerawardena, 2019).
Company has also opened its another
branch in North America. This market
has been uses because of global mixed
business as well as opportunities.
Customers It has more customers in this
location because of technology
based market.
Customers ratio in this location is
rising with steady speed.
Development
It is being considered as IT hub Development in this location because

because most professionals based
sector. evaluate why your
company choose these markets.
of rise in expenses of employees in
country is more higher than Australia.
So, chosen firm gets clients as well as
customers easily.
With above stated comparison, it has been seen that both focused market area are beneficial
for development as well as growth of business. Manager of firm make ensure that business is
operating in most efficient way in every market. Main rationale for chosen of these market is that in
these locations they more organisations are based in area which help business to fulfil their goals.
Also, it is chosen by company because of more clients available for their products, services, as well
as projects. Moreover, from specified locations resources are easily available to business which help
them to acquire customers or clients.
Analyse the method of market entry used by chosen company/ product to enter one of these
markets, and evaluate if this entry method was the best option.
In business sector it is crucial to be aware about how to expand functions, activities,
operations at international level. In relevance with Webexpenses, they have chosen partnership as
mode of entry into global market. The main reason for selecting this entry mode is that it helps firm
to acquire clients as well as brand recognition at rapid speed. Manager of company make assure
that entry mode strategy is being adopted which increases productivity of business at larger scale.
In present scenario they have been in partnership with various business clients such as P3 Data
systems, Xero, GoodWille, Throgmorton, etc.(Guo, 2019). With this rise of more advanced
opportunities, they have widen their scope of strategies which will be helpful in development of
business. It is not easy to enter or start a new organisation into a new area. Because there are
different types of customers, rules/regulation, taste/ preferences, etc. It is time consuming process
which require deep knowledge for accomplishing objectives.
There several market entry modes which are discussed below-
Franchising- It is defined as process in which franchisor allows franchisee to use products
or services for specified period of time. In this, license is granted to franchisee by franchisor. It is
type of strategy which is used for global expansion of business activities. Some amount of fees is
also charged by franchisor to use their product or service. It benefit franchisor as profit is gained by
them by partially selling their product to other one (Tett, 2018).

Joint Venture- It is process in which two or more than two firm agreed with aim of joining
business together. To carry out joint venture, it is essential to have a mutual agreed agreement so
that problems do not arises. With help of joint venture, company is able to have access over new
opportunities, technology & new expertise. This strategy is useful when there is need of increasing
organisational activities. Joint venture can be done between smaller, medium and large companies
to acquire other enterprises. It is beneficial at time when there is need of accessing or increasing
large share of customers/ market.
Partnership- It is process or a formal arrangement in which two or more than parties work
together on a agreed mutual understanding. By carrying out partnership, most of firm use this as a
mode of entry into global market. In this, risk, profit, loss are being equally shared by parties which
are under contract. Moreover, business is expanded when it is being carried out in most efficient
way. To adopt this form of mode, decision making is needed to be done under proper consideration.
The selected enterprise have been partnered with many companies and provide them products and
services according to their preferences/requirements.
Partnership-
STRENGTH
 Main strength of this strategy is that it
assist in reducing of problem within the
business (Ervural, 2018). In this, profit & risk is shared equally
which give rise to expansion of
company's development.
 Also, it increases borrowing capacity
and efficient employees can be
transferred between both company's.
WEAKNESS
 Because of sharing of profit, it is difficult
to take decisions as individual.
 In this strategy, there is lack of stability
which makes it difficult to for partners to
trust each other.
 Due to lack of autonomy, chances of
problems occurs at higher scale which
disrupts company from core activities.
OPPORTUNITY
 Global expansion is easy which is used
for expanding level of enterprise
operations.
 In this, better decision making is
undertaken which assist in generating of
new ideas and leads to higher efficiency
of business.
THREATS
 If the partnership breaks down due to
any reason, then problems or loss to
business will be much higher.
 If any of partner is in debt than it affects
the whole business working environment
(Kruesi, 2017).
 Due to involvement of number of people,
there is threat of losing efficient

employees.
From the given paragraph, it is analysed that partnership is the best option which is being
adopted by entity for their entry in international market. The marketing manager of enterprise
assures that chosen strategy is undertaken with appropriate consideration. Furthermore, they have
expanded their level of partnership which and are gaining profits for business. With help of above
analysis of explained SWOT Analysis, it is examined that selected strategy assist firm in
development of business at higher scale to enhance organisational functions and operations.
Review potential marketing strategies that were used to ensure success in an international market.
Marketing strategies are essential to be selected with deep research analysis so that
objectives are achieved properly. In perspective of international market, it is crucial for company
who is keen to access globalisation to use such strategies effectively. It is duty of manager to be
aware abut potential strategies so that decisions are being undertaken accordingly. In context with
chosen enterprise, they also have chosen communication mix as organisational strategy. In this, its
main motive is to promote, target customers at different aspects.
Through this strategy they are able to access customers, market, clients at wider area.
This has several components which are used by Webexpenses in appropriate manner & are
discussed below-
Sales promotion- It is a strategy in which promotion is done on basis of achieving short
term objectives. It is done by discounts offered, coupons etc. In reference with selected enterprise,
they do sales promotion by giving discounts to new customers who use their product and with their
existing clients (Blackburne, 2019). This technique assist them to attract more clients for business
as it will increase brand awareness. Moreover, it is seen that it is crucial for company's to
accomplish this strategy which will help them in globalising corporation. Sales promotions attracts
more end users and clients to use their products, software etc.
Advantages-
 It attracts attention of customers at larger level because of discounts, coupons, offered by
entity.
 Through this, differentiation is being made from competitors which is beneficial for gaining
competitive advantage (Andreu, 2017).
Disadvantage
 This technique cannot be used regularly mostly is adopted at peak period or occasionally.
Public relation- Another one which is used by organisation for accessing or globalising
their activities. In context with selected enterprise, they have public relations experts who assist in

creating a goodwill of a brand at both national as well as international aspect. Also, they make
ensure & understand expectations of customers, clients in such a way that total satisfaction is
achieved by every individual. By managing public relations, they are able to make stronger
connections through which it become easy for them to analyse potential customers for their product.
After analysing of given matter, it is stated that these two tactics are beneficial for
development of global market. These are adopted in such a way that goals are achieved in effective
way. It is critical task to use these them because if these tactics fails, then problem will be occurred
during process which disrupts work place environment. With these potential marketing strategies, it
is possible to accomplish goals as well as objectives (Mose, 2020).
Advantages
 Public relation help businesses to create a image in market.
Disadvantages
 It is difficult for PR to control message which is confidential for management (McLaren,
2016)

CONCLUSION
After a brief analysis above report, it has been concluded that small organisation are
essential for market as they provide most of profits ratio for development. Discussions have been
made about comparison between international market, selection of modes of market entry strategy,
and reviewing of potential market strategy. This is seen that it is essential to be aware about them,
so that goals are accomplished accordingly. Then, with proper market research and awareness
processes regrading such tactics are undertaken.

REFERENCES
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Iheanacho, 2020. Evaluation of Factors Influencing Choice of International Markets for Nigerian
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Guo, 2019. A comparison between simulated and field-measured conflicts for safety assessment of
signalized intersections in Australia.Transportation research part C: emerging
technologies,101, pp.96-110.
Tett, 2018. Anthropogenic forcings and associated changes in fire risk in western north america and
australia during 2015/16.Bulletin of the American Meteorological Society,99(1), pp.S60-
S64.

Ervural, 2018. An ANP and fuzzy TOPSIS-based SWOT analysis for Turkey’s energy
planning.Renewable and Sustainable Energy Reviews,82, pp.1538-1550.
Kruesi, 2017. Evaluating foreign market entry mode theories from a hotel industry
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Blackburne, 2019. The international business incubator as a foreign market entry mode.Long Range
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Andreu, 2017. Firm-specific factors and entry mode choice: An analysis of Chinese hotel
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Mose, 2020. The Effect of Industry Attractiveness, Partnership Strategy, and Competitive Strategy
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