AS2 – Investigative Report

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