International Marketing Management

International
Marketing
Management

Table of Contents
INTRODUCTION ..........................................................................................................................1
MAIN BODY ..................................................................................................................................1
Critically determine theoretical model and tools to analyse market in both countries..........1
Analyse macro environmental risk factor of both country.....................................................4
Analysis and comparison of opportunities and threats related to a successful marketing mix
for each country. ....................................................................................................................7
Justification for choice of one country and recommended market entry strategy proposed 11
CONCLUSION .............................................................................................................................14
REFERENCES ............................................................................................................................15

INTRODUCTION
In current time, companies are looking forward to expand business at internatioaml
market for gaining higher level of sales and profit margin. For this purpose, it has become
important to adopt international marketing practices so that organization can sustain in the global
market place for longer period of time. International marketing is a market where organisation
sell their goods and services in other country by complying all legal rules and regulation relevant
to that country where they are operating. As there are various benefits for expanding business in
international market as they can attract customer which help them to gain competitive advantage
(Baack, Czarnecka and Baack, 2018). According to this report, Lancia is taken as base company.
It is an Italian manufacture and operating as an automotive industry which is formed in January
2007. It is a company which deals in luxury cars and currently looking forward to expand
business at international level. It is headquartered in at Turin, Italy and also exports in other
country which are United Kingdom and Japan. In this report, they are entering to sell their
product in international market which are China and USA. In this report, there are two countries
and which strategy is useful as it include model which is Porter's generic strategy where they can
easily identify which strategy is useful in order to maintain their position in international market
with the help of this Lancia can easily enter into market in both countries which are China and
USA. There are macro environmental risk factor of both country so before entering into
international market they can analyse what are the factors that can affect their business. The
report also include marketing mix of both countries with comparison of their opportunities and
threat involved in it. In last, it last one country is selected and recommendation for entering into
market with strategy. There are some issues, opportunities and threats in marketing mix because
in the report there is comparison between two countries.
MAIN BODY
Critically determine theoretical model and tools to analyse market in both countries
The best model to analyse the market of both country which is china and USA that should
be adopted by selected organisation is Porter's generic competitive strategies. The Porter's
generic strategies means the organisation analyse whether both are earning profit as compared to
their competitor in market (Dam, Le Dinh and Menvielle, 2019). As there competitive market
1

are other brands that are already present in China and USA so they have to develop strategies in
order to remain competitive in market for long period of time. As both countries can adopt
different strategy as where they are operating because different counties have different operating
system in order to attract customers in market. The Porter's generic strategies is adopted because
it is important model for organisation as the selected organisation is entering into international
market for first time so it help them to develop strategies in order to gain competitive advantage.
With the help of this model, they can easily enter into international market without any
difficulties because before entering they have adopted which strategy is useful for competitive
advantage (Deepak and Jeyakumar, 2019).
In other words, Porter's generic strategies is an strategy because this model is applicable
to any product or services and can be used by any type of industries in world. The Porter's
competitive strategies is useful and can be adopted by every organisation as they can analyse and
apply that strategies in market. In context to Lancia, they have to first understand all strategies so
that they can adopt the best strategy and apply them in China and USA. In this model there are
four strategies which are cost leadership, differentiation, cost focus and differential focus. These
strategies are discussed in detail in context to both countries which are China and USA in context
to selected organisation which is mentioned below: Cost Leadership: The first strategy is cost leadership which states that to produce a
luxury and classic cars in low cost which help them to gain cost advantage (Hüttner,
2018). The main aim of this strategy is to reduce the unnecessary cost involved in
manufacturing so that they can lower their price of car in market. The selected
organisation which is Lancia there are many competitor in market which are using this
strategy so for many companies it become difficult to run for long period such as there
are many problem which include change in value of currency, increase in labour cost and
many more. Differentiation: This is another strategy where selected organisation have to introduce a
luxury and classic cars as they have to make their cars in an attractive way to gain
competitive advantage in both countries. This strategy is used by those organisation who
target to large number of customer in market for this they have to manufacture different
types of product or services which offer attractive products which include features,
functions and many other (Ihejirika, Goulding and Calvert, 2021). For adopting this
2