Finalizing Marketing Plan - Assignment

Running Head: FINALIZING MARKETING PLAN
FINALIZING MARKETING PLAN
Name of the Student:
Name of University:
Author Note:

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Table of Contents
Introduction......................................................................................................................................2
Importance of globalisation for the company..................................................................................2
Strategic consideration.................................................................................................................2
Cultural consideration..................................................................................................................3
Competitive analysis....................................................................................................................3
Balanced scorecard......................................................................................................................4
Geographic location for global expansion.......................................................................................4
Relevance to the overall goals of growth and expansion................................................................5
Refuting the opposite perspectives..................................................................................................6
Conclusion.......................................................................................................................................7
Reference.........................................................................................................................................8

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Introduction
Market expansion is one of the vital factor for the future sustainability of a business
organisation. In respect to this, it is highly pertinent for the business company to focus on a
number of important aspects that can pave the way for a success in the international market
(Homann & Koslowski, 2016). Henceforth, this report intends to discuss the rationale for global
expansion of the company and its choice of location so that it will be easier for the senior
management to understand the importance and efficacy marketing report. Moreover, in order to
finalise the marketing plan the report also emphasises on the overall goal of growth and
expansion and attaches it with the decision of the organisation.
Importance of globalisation for the company
Globalisation is considered to be one of the important aspect for current business
organisations to survive in the competitive market. As a matter of fact, from the research of
Dieuaide (2018) it can be stated that globalisation will help the organisation to get an alternative
market of business operation. It helps the organisation to earn more profitability which is one of
the fundamental factors of sustainable business. On the other hand, the alternative market will
reduce the risk of the organisation to depend on a single market. It will generate more confidence
for the organisation and brings efficacy to the organisational practices.
Strategic consideration
As far as the strategic consideration is concerned, it can be stated that the global
expansion definitely fosters strategic advantage for the organisation. It is important to note that
collection of resources is a great concern for the business organisations in order to facilitate

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better and effective market (Shahbaz et al., 2018). Therefore, the management should look for a
location where the demand of the market can be coincided with the availability of the resources.
Expense of the resources is also a major concern for the organisation and the management likes
to compare the expenses in the new market and the old market and evaluate the profitability of
the organisation and the strategic initiatives that can be required for a success expansion of the
market.
Cultural consideration
As per the research of Auer, Borio and Filardo (2017) it can be stated that the cultural
differences can also be a serious threat for the business organisation to expand its business
further in the global market. However, it is not possible for the business organisations to stop its
market expansion due to the cultural differences only. Rather than incorporating the new culture
into the organisational fold will definitely foster competitive edge to the business companies.
Therefore, the company must focus on the importance of cultural differences and establish
effective practice so that the foreign culture will also be respected in association with the native
culture of the organisation.
Competitive analysis
Product differentiation and diversification can be implemented in order to maximise the
customers. However the company is willing to check its continuous improvement process.
According to Camillus (2016) the continuous improvement is the fundamental aspect that every
company must choose for success in the foreign market because only the improvement can help
to achieve sustainability in the competitive international market. There are high competition in
the international market where threat of substitution and new entrants is so high in the foreign
market (Tijssen, van de Klippe & Yegros, 2019). It has both positive and negative impact over

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the company as it will help the company to enter into the foreign market but at the same time
also usher challenges to survive. Moreover, the bargaining power of the customers is always
considered to be high. Nevertheless, due to the presence of enormous number of suppliers, it will
not be a problem for the organisation to get raw materials in negotiated expenses.
Balanced scorecard
The balance scorecard reflected that it is highly pertinent for the company to continue its
improvement because the objectives are also corroborate the initiative. The organisation is going
to conduct training and development of the employees and install advanced technologies so that
both the trend in the market and the demand of the customers will be met effectively. Milkovic,
Dvorski and Boljuncic (2018) articulated that introduction of technology can help to reduce the
errors in manufacturing the service deliver and in the competitive market all the business
companies are intended to reduce errors as far as possible. Therefore, the balance scorecard also
support the global business expansion of the company.
Geographic location for global expansion
The global expansion will be located in the Chinese market. There are plenty of
important aspects that can influence the decision over choosing China as the right market to
expand. First of all, it can be stated that the in the Chinese market, human capital is very cheap
but highly skilled (Wang et al., 2019). Therefore, it is definitely a significant aspect for the
organisation to enter into the Chinese market. Moreover, due to the availability of enough
number of suppliers, it will not be a problem for the organisation to get resources effectively.
The supply of skilled labour and quality raw materials are the major strategic factor for the
company to choose China is the new target market.

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Besides this, there is also a huge market in China because the country is popular for
world’s largest population. The Chinese market is highly driven by the unique products and
technology orientated items (Wang et al., 2017). Therefore, the focus of the organisation has to
be shaped as per the demand and trend in the market. It will also be easier for the organisation to
maximise its customers in the Chinese market because affluent of customers and earn more
profitability that can help the organisation to survive in the competitive market. Those
competitive advantage in the Chinese market are very lucrative and attract the business
companies to a great extent.
Furthermore, the geographic location of China is also a strategic position that can help
the organisation in near future (Hadjikhani, Lee & Park, 2016). The South-East Asian market is
very promising and blooming at a rapid pace. So that it will not be a problem for the organisation
to encapsulate the South-East Asian market effectively. Furthermore, the Indian market is also
emerging successfully and entering into the Chinese market will create a benefit for the
organisation to open the alternative markets in near future and expand its business successfully.
Relevance to the overall goals of growth and expansion
The overall goal of the organisation is to expand its market successfully in the
international market and gain high profitability. Therefore, the objectives are also set
accordingly. For instance, the organisation is willing to increase its market share by 15%.
Moreover, customer maximisation and the product development objectives are also included into
the organisational practice. In response to this, it is highly essential for the organisation to
expand its business further. 15% market share is huge objective for any company but it requires
proper monitoring and skills of the employees to meet the objective in time. Therefore, the

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organisation is looking for such a market where it can expand its business successfully and earn
high profitability. As a matter of fact, the future orientation of the organisation is also a pivotal
aspect that can bring future opportunity. From that point of view, emphasising on the skill
development of the employees is very essential. Therefore, the organisation is looking forward to
the opportunity to train its employees and managers. The business expansion in the global
market serves the purpose of the organisation to get more human capital. Therefore, it will be
effective for the organisation to go for further expansion into the international market. In
addition to this, the customer driven market practice will also help the organisation to foster a
great understanding and vision of success. Therefore, it is pertinent for the organisation to
continue its growth in the international market.
Refuting the opposite perspectives
There are number of alternative perspectives regarding the choice of country or the
marketing strategy options. It can be stated that the marketing and business strategies are
depended on the choice of market entry and the organisational objectives. In other words, the
market entry strategy and the organisational objectives determine the organisational strategy to
operate. There are some problems that the Chinese market is suffering regarding the
organisational difference and the government regulations but those are the basis requirements
that an organisation must follow in course of establishing its market expansion. From that point
of view, I can say that China is the best promising market for the organisation and it will help the
organisation to gain more advantage than any other market.

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Conclusion
The report makes its point regarding the choice of market and strategies that the
organisation is going to take. In response to this, it can be stated that the report justifies its choice
of entering into the Chinese market and at the same time discusses the goals and objectives of the
organisation that is coupled with the market entry strategy of the company. Therefore, a rationale
for setting the market entry plan and the strategies has been clearly reflected in the report.
Therefore, it can be concluded that the report clearly states the rationale of choosing the right
market to enter with proper objectives to boost the initiative.

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Reference
Auer, R., Borio, C. E., & Filardo, A. J. (2017). The globalisation of inflation: the growing
importance of global value chains.
Camillus, J. C. (2016). The wicked challenge of the business environment. International Journal
of Business Environment, 8(1), 19-31.
Dieuaide, P. (2018). Grey zones and triangulation of the employment relationship in
globalisation: a business policy approach. Transfer: European Review of Labour and
Research, 24(3), 297-315.
Hadjikhani, A., Lee, J. W., & Park, S. (2016). Corporate social responsibility as a marketing
strategy in foreign markets. International Marketing Review, 33(4), 530-554.
Homann, K., & Koslowski, P. (2016). Globalisation as a Gendered Process: A Differentiated
Survey on Feminist and Postcolonial Perspectives. In Globalisation and Business
Ethics (pp. 69-90). Routledge.
Milkovic, M., Dvorski, J., & Boljuncic, V. (2018). Innovative and Creative Communication
Capacity of Business Organizations In Compliance With Globalization Trends. Economic
and Social Development: Book of Proceedings, 228-235.
Shahbaz, M., Shahzad, S. J. H., Alam, S., & Apergis, N. (2018). Globalisation, economic growth
and energy consumption in the BRICS region: the importance of asymmetries. The
Journal of International Trade & Economic Development, 27(8), 985-1009.

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Tijssen, R., van de Klippe, W., & Yegros, A. (2019). Globalisation, localisation and glocalisation
of university-business research cooperation: general patterns and trends in the UK
university system.
Wang, H., Qinghu, H. E., Tang, J., Xia, X., & Zhengdong, H. U. (2017). Study on Integrated
Marketing Strategy of the Internationalization of Traditional Chinese Medicine under the
Background of. World Science and Technology-Modernization of Traditional Chinese
Medicine, 19(6), 1000-1005.
Wang, Y., Shi, S., Chen, Y., & Gursoy, D. (2019). An examination of market orientation and
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