Exploring International Marketing and HRM

This assignment delves into the complexities of international marketing and human resource management, highlighting key concepts and tools used in global business. It references various studies and research papers on cross-cultural perspectives, consumer engagement, and environmental scanning, as well as economic conditions of India. The document is suitable for publication on Desklib, a platform offering best past papers and solved assignments for students.

Global and Cross culture
marketing

INTRODUCTION...........................................................................................................................3
TASK...............................................................................................................................................3
1. Brief background information for the product development...................................................3
2. Environmental factors with highlights of business opportunities and threats at new market
area...............................................................................................................................................5
3. Proposed entry mode of a company and recommend appropriate one as well........................6
4. Marketing strategy for a company for new market with target market...................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................11

INTRODUCTION
Global market has distinct shape and aspects as compared with domestic market area. At
globalised level, chances of sustainability and higher revenue are not possible but many
diversified opportunities could be accomplished over there. At such extent, cross culture concept
lead to take place where different kinds of culture used to get evaluated as many customers
already taken place with differ needs and wants (Adek0ola and Sergi, 2016). This project is
based on global and cross culture marketing of Antimatter Games whom have deal in famous
video game which is “Rising Storm 2: Vietnam”. Management want to launch it in India which
identify as emerging economy in the world. In this project, major country will going to
elaborated where business want to expand. Along with this, it will also reflect about the market
opportunities of new and explore area. Business will going to implement several strategies as
well for better working and expansion.
TASK
1. Brief background information for the product development
Developed and emerging countries have a major difference that emerging countries
working on their resources where as developed country already utilise their resources properly.
In business context, managers have to target the emerging countries in respect of developed one.
As emerging region always support in enhancing the sales and growth due to launching of new
product and services over there. Chances of gaining better and appropriate revenue at such
market areas are more in aspect or consideration so that better and appropriate growth could be
gain.
Whenever a firm want to expand their operations, they need to critical analyse
environment where operations will going to explore in future. This assists them in gaining
competitive edge and easily explores their product over there (Beck, Chapman and Palmatier,
2015). Currently Indian includes several major industries which enable and support them to
become competitive with other countries in nature: Iron and steel industry, public sector steel
plan, jute industry, cotton and textile industry, sugar, fertiliser, paper, silk and petroleum and
natural gas industries. Country, GDP per capita is getting decline as compared with previous year
consideration which need to understand by manager of every organisation when they used to
grow and expand their product in any region.

Product development is a major task for many association especially at such area when
new and emerging market get target out. The current GDP rank of India is 6th where they have
gross domestic production of 7.2 % during the year 2017. In near future course it is estimated to
get rises with highest range in matter which suppose to be stable in near future years as well.
This signify that individual in India always try to do something new over at market area and have
better spending level as compared with others (Bird and Mendenhall, 2016). Thus, such aspects
of India define that they have appropriate economical condition so that better and suitable growth
could be underpin.
Political consideration of India are also appropriate where chances of stability tend to
determine in near future as well. This will contribute in growth and development of a country.
Although, political relationship of India with others also getting modify and change. Prime
Minister of India framing some more relation models with other respected regions so that they
lead to reflect and provide technological advancement as well. Although, an appropriate political
relationship support in more and more inward as compared with outwards.
The total inward of India till 2016 is $318.50 billion where they need to focus more on
expansion as well with outwards of $144.13 billion. This define that for many foreign countries,
India evaluated as their major and priority region for further expansion. This could be gain just
because of stabilize political situation in the world. As per the reports of World Trade
Organisation, India determine as emerging and develop0ing country in the world and rank
among between 20 largest and popular developing countries in the world. This indicates that they
prefer many foreign countries to invest into it and support them to grow in any field or area. All
these points required to understand by the Antimatter games while launching their video game
in India (De Mooij, 2015). This will also support and promote in increasing the FDI of a country
as well as support in improving economical condition of a country by providing jobs and
establishment of recent and current technology.
In future or passing recent years, India will going to determine as one of a youngest and
youth oriented region in the world. As all individual will going to belong to the age of 35 and
support in generating more economical consideration for a country. Thus, as a gaming
perspective Antimatter Games could launch their game over there which enable and support
them in generating more profit and revenue and become as a successful gaming company in
India. As per the technological aspects, India will become the one of the region where

technological advancement tend to rises. Although, many individuals trying to invent something
new and innovative application as world top leading companies operating by Indians as their
CEO, Manager etc.
2. Environmental factors with highlights of business opportunities and threats at new market area
Environmental scanning is a process where an organisation become able to determine the
nature of market by using and considering relevant data for measuring major opportunities and
threats (Ferraro and Briody, 2017). It constitute to analyse about a business itself as well as its
major competitors. Once all such aspects lead to get done then management start altering their
strategies and plan as per the requirement of time. Environmental scanning includes and define
about several number of steps which could be utilise and consider b Antimatter Games when
they lead to launch video game: Rising Storm 2: Vietnam in India. If they found that such
environment scanning is beneficial for a company then they must have to apply it on their
working:
 The first step is to gather information by manager of a company about environment
where they lead to operate which includes about the economy, government, laws and
demographic factors like population and size. All these need to assess and determine
properly with support of various publications and growth of a country in any field or area
of operations.
 Next step is to analyse and determine about competitors of a company where major focus
is to made on current trends regarding product and services with essential opportunities
and threats in determine market world.
Next step is to identify about the internal ability of an organisation where major focus could be
frame on strength and weakness of a company. In this relation, management required to made
their focus on firm current policies and next few year plans as well. This assist them in framing
out a blueprint where chances of effective working could be manage and maintain in order to
gain better and effective results (Ford and Crittenden, 2016).
 This lead to manage and support an association to grow and develop their operations in
different field of areas. Such analysis required to get support with relevant graphs and
charts with data as well.

Antimatter Games want to launch their product and explore their business operations in India for
gaining and generating growth. In this aspect, company determine several number of threats in
form of competitors which are as follow:
 99games
 Apar Games
 Creatiosoft
These are several number of major competitors for Antimatter Games in the world which
need to assess by an organisation properly. These work and consider as major threat on which
management have to work and frame their strategies by considering them properly. Thus, whole
strategies required to frame by considering them like 99Games usually deal in sports games
where Antimatter suppose to launch a thriller game field where two armies fought each other
(Gillespie and Riddle, 2015). This could be treated as a major strategy for them to provide a
tough competition to all their rivalry. On the other hand, for Antimatter Games, major
opportunity is to enter a new market area where chances and possibilities for expansion are more.
Although, they become able to generate more and more profit and revenue as well which
facilitate better growth and development in order to maximise their operations.
A major strength for Antimatter Games is operating in UK from past many years and
always try to do something new and innovative. This lead to support in maximise their number
of operations as well as enable in target new group of customers as well. This lead to support in
gain better and effective outcome so that suitable consideration could be determine which
facilitate to enhance their sales and volume. At the new marketing area “India” have good
economy condition which reflect in better working as well as technological advancement
possibility are more in nature as well. This will going to contribute in gain strength for
Antimatter games so that better and effective consideration could be accomplish.
3. Proposed entry mode of a company and recommend appropriate one as well
There are various modes through which a company can enter into international market.
These are also known as channels and are in numerous forms like Exporting, licensing,
International agents, international distributors etc. It is very essential for companies to select
correct mode of entry because then only they will be able to gain success in that market as well.
These are required to be decided by marketing manager of company(White, 2015) .

If Antimatter Games company will launch its gaming services in India then they will
have to decide their mode of entry very carefully as then only they will be able to gain success
their and make their customer base as well. Basically, there are two major types of market entry
modes which are equity and non-equity. In the non-equity category,exports and contractual
agreements are included but in equity mode, joint venture and wholly owned subsidiaries are
included (Kasemsap, 2015). Since it is a gaming company then market which will be selected by
them should relate with people for whom the product has been designed.
Since Antimatter games are offering range of services to its clients which started from 3D
art and animation , to video production and from level design and then further game development
as well. Their market entry should be very energetic so that they can make a change in this
market by their entry and gather more and more services.
The various types of entry mode are discussed as follows:-
Export Mode – It can be defined as a process of selling goods and services which is
produces in one country and sold in another country. These goods can be transferred either
directly or indirectly to the host market. While selecting this method, it is very important for the
company to decide which function will be performed by them and which by external agents.
These are of three types:
 Indirect Exports – In this, the company which is producing goods and services is not
taking direct part in exporting process and a separate exporting agency is hired to perform
all these activities.
 Direct Exports – Here, company will themselves supply all the goods and services to
another country. It is one of the common methods used by mist of the companies who are
trying to enter into international market (Mortimer and et. al., 2015). If Antimatter Games
Company wants to set up their business in India then they can go for this option as people
of India are having much interest in gaming programs.
 Cooperative Exports – In this method basically The Antimatter Games Company will
have to enter into an agreement with another company in the company where they will be
selling their goods so as to use their distribution network. It is considered as mutually
beneficial but only if goods which will be sold will in different country not hamper the
sale of other products being sold there.

Licensing: It is also a mode of entry through which company can enter into different country
and make their products sell. It is basically a cross border agreement which permits companies in
the target country the right to use the property of the licensor (Stahl and Tung, 2015). It is
normally chosen by people as it is less risky and also having less exposure to economic and
political conditions as well. It is giving high return on investment as well. If Antimatter Games
Company will make use of this method then can earn a large amount of profits in the fellow
country also.
Franchising: It can be described as a market entry method where a semi-independent
business owner(also known as Franchisee) pays royalty fees to the franchiser and then sell its
products and services in different country. It can be even be used at the time of making licensing
and tht are also required to run the business like the franchiser. It will then have a product or
service which can be stored in the data base of people for longer period of time.
4. Marketing strategy for a company for new market with target market
It is very important for every company to design their own marketing strategy as it will only
help them in gaining more and more customers in the market. Therefore, a marketing strategy
cab be defined as a business plan through which company plays their overall game and tries to
attract customers towards themselves. It is totally different from a marketing plan as it helps in
focussing what the company wants to achieve. So, If Antimatter Games Company wants make
their base in India then they will have to design an effective marketing strategy so that they can
gain success in market.
Before making their strategy, they are required to assess all the elements of marketing mix
so that they can get a better understanding about market and the product as well. The elements
which are present in marketing mix are as follows:-
PRODUCT – In this element, all the details about the products are included like what
company is selling and includes some information about its physical attributes as well. In this
element company also makes sure that whether the product is having different features from their
products as well (Tsai and Men, 2017). In case of Antimatter games, they will introduce their
famous games like Rising Storm 2: Vietnam in India. This game was released by them in 2017.
Rising Storm game features four playable factions which include United Nations Marine Corps,
the U.S Army as well. Since Indian kids and youth love to play video games so antimatter

company can introduce this product in Indian market as no such games have been launched here
earlier.
PRICE – In this factor the price of product is decided in which they will be mentioned in new
market. For deciding the price, it is very necessary for the company to know the prices of their
competitors (Adek0ola and Sergi, 2016). This will help them in deciding the correct price and
keeping the correct profit margin as well. Since Antimatter company wants to launch their
product In India so they will have to analyse the Indian gaming market very carefully so as to
decide their gaming price. They genera.lly have a policy of keeping premium price policy with
respect to their high technology background and breath taking features. They sometimes use
price skimming as well. The games launched by them are generally costly as their fans are
having high anticipation from them.
PLACE – This element depicts the places where the goods and services will be available for
purchase for the final customers. In this, company is requires to prepare their sales strategy as
well so that goods can be sold to customers in a proper manner. In India, Antimatter games have
to take help of various suppliers for providing their games and launching it in correct market
only. These people will also help them in providing raw materials and valuable parts to
company. Antimatter Company is very famous for their long lasting relationship with their
suppliers so they can work well in India. Here, they can open their own store where they can sell
their games easily.
PROMOTION – In this element, company is required to analyse the kind of promotional
techniques they are going to use to make their product famous in the new market (Beck,
Chapman and Palmatier, 2015). So, Antimatter Company should also take help of some good
advertising and promotion agency in India so as to make people know about the games they are
offering to them in the market. Now-r-days social media is very common and they can take help
of T.V ads as well so that people get familiar with it very easily.
So, these are the few elements which Antimatter company is required to consider before making
their marketing strategy.
CONCLUSION
From the above report, it can be concluded that there are various issues which are being
faced by a company whenever they launch their product in new country. It is very essential for
them to understand the environmental factors of the specified country so that they do not face

any problem while doing their operations their. This report deals with the challenges which are
faced by a company when they launched their product in Russia. Here, a brief background about
the chosen country is also given so that it can be understood in a proper manner. Along with this,
it is very essential for company to have knowledge about various entry modes to enter the market
so that they can gain success there as well. Before doing all this, a good marketing strategy will
be developed so that it can be followed in the selected company.

REFERENCES
Books and Journal
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Routledge.
Beck, J. T., Chapman, K. and Palmatier, R. W., 2015. Understanding relationship marketing and
loyalty program effectiveness in global markets. Journal of International Marketing.
23(3). pp.1-21.
Bird, A. and Mendenhall, M. E., 2016. From cross-cultural management to global leadership:
Evolution and adaptation. Journal of World Business. 51(1). pp.115-126.
De Mooij, M., 2015. Cross-cultural research in international marketing: clearing up some of the
confusion. International Marketing Review. 32(6). pp.646-662.
Ferraro, G. P. and Briody, E. K., 2017. The cultural dimension of global business. Taylor &
Francis.
Ford, J. and Crittenden, V., 2016. Guest editorial. International Marketing Review. 33(1).
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Hoppner, J. J., Griffith, D. A. and White, R. C., 2015. Reciprocity in relationship marketing: A
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quality and satisfaction with performance. Journal of International Marketing. 23(4).
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Kasemsap, K., 2015. The roles of cross-cultural perspectives in global marketing. Alcántara-
PilarJ. del Barrio-GarcíaS. Crespo-AlmendrosE. PorcuL.(Eds.), Analyzing the cultural
diversity of consumers in the global marketplace. pp.37-59.
Mortimer, G. and et. al., 2015. Investigating the factors influencing the adoption of m-banking: a
cross cultural study. International Journal of Bank Marketing. 33(4). pp.545-570.
Stahl, G. K. and Tung, R. L., 2015. Towards a more balanced treatment of culture in
international business studies: The need for positive cross-cultural scholarship. Journal
of International Business Studies. 46(4). pp.391-414.
Tsai, W. H. S. and Men, L. R., 2017. Consumer engagement with brands on social network sites:
A cross-cultural comparison of China and the USA. Journal of Marketing
Communications. 23(1). pp.2-21.
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