Global Business in Context

This report discusses the opportunities and challenges of expanding Verdant Leisure's business in Pakistan. It includes a market analysis of Pakistan and outlines international marketing strategies. The report also covers factors such as political, economic, social, technological, legal, and environmental that may impact the business expansion. Pricing decisions and effective promotional efforts are also discussed.

Global Business in Context

Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Justifying the opportunity in Pakistan for Verdant Leisure and providing a background......3
Outlining of international marketing strategy........................................................................6
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Global marketing strategy is defined as the approach through which countries from varied
region existing in the world in order to coordinate marketing efforts executed by a company.
Global marketing strategies are used by business in order to exhale in global territory and to
harmonise their whole efforts in a single lane to attain goals and objectives. Global market
strategy is based on meeting needs and demands of potential customers in such a way that higher
quality product or services can be delivered to them in effective manner. Global marketing
strategy is associated with identifying new market segment in order to understand needs of that
segment so products can be adopted by customers in effective manner. On the other hand global
marketing strategy is adopted so as to differentiate market segment and to unleash the same. This
report is prepared in order to understand major concepts of global marketing strategy in the
background of Verdant Leisure. The company is a SME and headquartered in UK. The company
is providing holiday parks to their customers and they are renowned for providing prominent
environment to their customers. In the current time Verdant Leisure is planning to expand their
business at Pakistan so this report is consisting of market analysis of Pakistan.
MAIN BODY
Justifying the opportunity in Pakistan for Verdant Leisure and providing a background
Verdant Leisure is an organization which is engaged in providing holiday park facilities.
The company is regarded as a bespoke holiday park operator which are offering self catering
holiday and holiday home ownership in the areas of Scotland, Northumberland and Durham.
Verdant Leisure is providing budgeted holiday packages which is value for money and can be
afforded by any class of people. Holiday locations of Verdant Leisure enables their customers to
spend time with family along with indulging them in various activities (Agarwal, and Wu, 2018).
The company is not providing any compromise in quality which enables them to inhale separate
market identity. In order to understand opportunities and threats which are existed in the market
PESTLE analysis is helpful for the company. As Verdant Leisure is willing to enter into new
market segments of Pakistan which is a brand new market for the company which is associated

with numerous threats and opportunities which could lead their expansion into success. PESTLE
analysis is defined as an external analysis in which various factors and aspects are being
analysed in order to grab opportunities for market expansion. In the context of Verdant Leisure
the company is having effective business in markets of UK which provides them distinct edge in
competitive market. On the other side being a SME there are various aspect which are required
to be undertaken by the company such as pricing, funds and many more (Baena, 2019). So these
are the elements which are to be determined by Verdant Leisure before tapping into new markets
of Pakistan so as to inhale success and enhance their brand name as well. PESTLE analysis for
Pakistan in context of Verdant Leisure is elaborated as under:
Political factors: Pakistan is a democratic parliamentary federal republic where prime is
defined as head of the nation. Political system of Pakistan is not so robust due to high level of
corruption and money laundering. On the other hand in consistent manner terrorist attack is
being seen in the country which provide doubt to any organisation before their expansion in
Pakistan. Besides this there are varied amount of taxes which is imposed by the government due
to which high dissatisfaction in created in minds of citizens which negatively hampers their
buying power. On the other side country is not supporting any external investors to come and
invest in their country which has become the major reason of political instability of the country.
In the context of Verdant Leisure as the company is willing to enter into market of Pakistan for
this various threats and challenges are being faced by the company during their expansion. In this
regard due to improper political condition the major challenge faced by the company is related to
stay adhered to guidelines which has been issued by government (Chanthinok,
Ussahawanitichakit and Jhundra-indra, 2015). On the other hand government of Pakistan is
facing high disagreements between varied government due to which high consequences can be
faced by Verdant Leisure in their market expansion.
Economic factors: These factors are related with economic condition of the country and their
FDI policies due to which high implication can be drawn on domestic income and per capita
income of population. Government of Pakistan is aiming at becoming the most influential
economy in the world due to which they are highly emphasised on FDI. This is providing high
end opportunities to Verdant Leisure for their business expansion in Pakistan. On the other hand
in Pakistan purchasing power of population is moderate due to which major impact is seen over
positive inclination towards enhancing their buying habits (Coleman, Cooke and Kochunny,

2015). This is shown as a positive movement for various companies to invest in economy of
Pakistan. In the context of Verdant Leisure as the organisation is providing leisure services and
in Pakistan linens are manufactured in optimal manner along with high quality. So this is
creating higher opportunities for Verdant Leisure to minimise their cost over varied elements
which are required in their industry in order to attain higher satisfaction of customers. On the
other hand as Pakistan is associated with various controversies related to bilateral relationship, so
in this context this is complex for Verdant Leisure to expand their business from UK to Pakistan
in order to sustain.
Social factors: These factors are related with taste and preferences of population and their
inclination towards buying of any particular product or services. Pakistan is known as 5th popular
country in the world and the country is having major religion of Islam. This is the major reason
that social factors existed in Pakistan are way different then any other countries. On the other
hand poverty is decreasing in the country due to which needs of middle class are increasing in
continuous manner. Besides this labours within the country is affordable which is emerging as an
opportunity for Verdant Leisure in order to expand their business in marketplaces of Pakistan.
There are various problem related to social factors such as low literacy rate, terrorism, poor
transportation which provides difficulties to Verdant Leisure in placing their services in
marketplace (Craft and Hassan, 2015). Besides this as the country is having very low number of
companies those are providing leisure services so this renders an opportunity for Verdant Leisure
to advertise their services and business in such a manner that it leads in capturing huge
customers. By this Verdant Leisure can acquire high customers and sustain in global market.
Technological factors: These factors are related with using new and emerging technology in the
business so as to stay updated to the market technology. In this regard science and technology is
considered as the major constraints in which significant progress can be seen by businesses in
order to attain their goals and objectives. In context of Pakistan, the country is emerging as a
technology driven nation in which latest technologies are used by business in running their
organisational operations and to meet needs and demands of customers. On the other hand digital
technologies are used by most of the population of Pakistan which provides opportunity to
Verdant Leisure as they can advertise their new expansion by using digital channels so as to
catch attention of major population and enhance their customer base. Besides this as in current
time businesses are driven by technology such as digital technology and many other so in this

context Verdant Leisure is having opportunity to enhance technological usage in their business
operations so as to grab higher attention of their customer and to deal with market complexities
in effective manner (Crane, Kawashima and Kawasaki, 2016). Internet connectivity is low in
Pakistan which may come up as a threat to Verdant Leisure as the company is using social media
channels as their prominent tactics of promotion.
Legal factors: These factors are associated with laws and legal application which are existed in
the country and provide direct impact over business operations. Pakistan is a democratic nation
which safeguards people over discrimination. In this regard high business opportunities are being
developed by Verdant Leisure in order to expand their business at Pakistan territory. As Verdant
Leisure is an employee driven organisation due to which liberal laws make high engagement of
their employees in prominent manner. On the other hand there are various laws such as
employment laws and many more which are required to be adhered by Verdant Leisure while
performing their operations in Pakistan which lead them to stay away from any legal proceedings
that may hamper their brand image in negative manner. In the context of opportunities, Pakistan
is highly active in taking care of applicability of these law so by taking care of employees
Verdant Leisure may enhance their market capture and customer accessibility as well.
Environmental factors: These factors are associated with applicability of environmental
practices which can be used by businesses in order to save eco-system and to minimise negative
impact over environment (De Mooij, 2019). In this context Pakistan is not providing any
specific guidelines for business which are required to be followed by companies operating in that
nation. Pakistan is famous for their natural beauty and remarkable natural resources so this is
responsibility for every business working over there to manage these scare resources in such a
manner that no optimal harm can be provided to them. In this regard Verdant Leisure is having
opportunity to use sustainable resources by which they cab minimise harm provided to
environment and national heritage as well. There are various issues which are faced ion Pakistan
such as problem of climate change, water scarcity, deforestation. So in these issues Verdant
Leisure may face numerous issues in expanding their business at Pakistan, in order to deal with
these issues Verdant Leisure is managing their natural resources in optimal manner so that
negative impact can be minimised (Harris, 2015). On the other hand in the current scenario of
COVID-19, the major impact is seen on hospitality industry and in this case Verdant Leisure
may face high issues in sustaining and expanding their business within markets of Pakistan.

Outlining of international marketing strategy
International marketing strategy is defined as the procedure under which in order to adapt
conditions of a particular country marketing strategies are adopted. This is not only associated
with selling of goods rather this is based on understanding needs and demands of customers in
such a way that the same can be fulfilled by meeting their level of expectations. This process
involves planning, creating, positioning and promotion of product and services offered by the
organisation in global market (Lin and Wang, 2015). Large scale business are having their
operations at global level so they are aware about internal condition of varied nations but in
context of SME they are expanding their businesses at global periphery by unleashing the same
and grabbing marketing opportunities as well. In the current market competition for every
business this is essential that to expand their business in international market so as to enhance
their competition with more than local organisations. This is the requirement of market that to
establish their presence in global market channels so that to cop up with prominent market
conditions (Mekonnen, 2018). With the help of global market presence effectiveness of product
and services can be enhanced due to which Verdant Leisure may attain distinct edge in
competitive market. On the other hand by expanding business at global market customer
awareness can be enhanced which enhances overall saving of the company. In the context of
building consistent brand image global strategies are helping the business to prepare a prevalent
market structure in which support can be undertaken by the business with the help of mass
population. There are various aspects which are required to be taken care by Verdant Leisure in
order to outline their international marketing strategy, the same are elaborated as under:
Pricing decisions
Pricing strategies are defined as the strategy by which prices can be set in such manner
that high customer can be attracted. In this context Verdant Leisure is using competitive pricing
strategy as they are tapping into a brand new market which is new to them and for sustain in that
market more customers are required to be attracted towards their services. This pricing strategy
enable Verdant Leisure to make their customer base prominent and deal with market
uncertainties in effective manner (Mothersbaugh, Hawkin and Kleiser, 2019).
Effective promotional efforts to establish awareness
In order to enhance awareness regarding market expansion in Pakistan, Verdant Leisure
is using various channels such as:

Traditional advertising: Pakistan is a traditional country where traditions are followed
in rigid manner. In this context Verdant Leisureis using traditional channels to advertise their
expansion and services to mass audience. In this context Verdant Leisure is using print media
and opting to publish advertisements in newspaper so as to demonstrate their services in clear
manner and to spread awareness regarding their services (Nguyen, 2016). This channel of
advertising is highly useful fort Verdant Leisure as in pitching customer and showing them real
picture of their business and service offerings.
Social media: In Pakistan, social media is used in drastic manner so in order to spread
higher awareness; Verdant Leisure is using social media channels and grabbing attention of mass
audience from Pakistan. These methods are providing separate edge to Verdant Leisure in
attaining desired profit and desired sufficiency in market. Social media is one of prominent
channel that is used by mass people so this is the most influential for Verdant Leisure to pitch
high customers and retain them for longer duration as well.
Establish market presence and distribution choices
Establishing a market presence is very much important for any organization as this helps them in
building up a brand image into the market, their market share, increase in brand value, promoting
and advertising of hotel and much more (Quelch, 2017). The market presence of a brand can be
established through:
Identification of audience: The hotel needs to first identify the target group which they have
planned to target. For such identification the hotel needs to segment the market into various
characteristics or features and then from such groups or segments they need to choose that group
or segment which would provide the great profit and growth to them.
Determination of goals: The business needs to determine the major goal which they have
planned to achieve. This goal must integrate with the targeted audience. As in the case with
Verdant Leisure the company must clear its hotel objectives which they integrate with the type of
market or people they are targeting.
Forming brand persona: The hotel Verdant Leisure can build up their market presence by
building up a persona about their brand. Persona should be such that it communicates well about
the satisfaction a person or customer can get by availing their hospitality services. The persona
should be such that they must attract the customers and differentiate their hotel from others.

Development of message: At this the hotel needs to develop the message which they want to
deliver to their targeted customers. The message should be strong and must show the hotel
objectives or goals which they have. Apart from this it should also be very much interacting and
engaging.
The distribution choices in an organisation can be establish through:
Searching for available alternative: In this the Hotel Verdant Leisure searches for available
choices which they have regarding distribution channels. In this step they will gather all the
information or data about distribution choices the organisation has.
Comparison of cost: In this step the organization compares the cost of the available alternatives
which they have. They compare them with cost and efficiency they provide to the Hotel.
Ranking: The choices are rank in the order of preference by the Hotel. The first name will be
that which the hotel believes which would provide more efficiency and profit for them and least
would be the choice or alternative which gives least benefit to the organisation.
Plan to establish: At this the organization chooses the option/s which it believes will contribute
to the growth of Hotel and then they start to make the required planning for establishing that
choices in the Hotel distribution planning’s.
Key challenges to global expansion for the SME in this market
When a business is planned to expand in global market this is imperative to check their
feasibility so that to acknowledge needs and demands of that area or customer in which
expansion is going to take place. Market is laced with so many opportunities which can be
grabbed by businesses so as to enhance their market capture and sustainability as well. In this
context businesses are prone to make robust strategies through which major aims and objectives
of business expansion can be attained in sufficient way (Rexhepi and et. al., 2018). There are
numerous challenges which can be faced by Verdant Leisure in the path of their expansion
program in Pakistan which are examined as under:
Local competition
This is defined as the competition faced with already existing local competitors in the
area where business expansion is taking place. In the context of Pakistan, as the country is
already established organisation which is having numerous hospitality industry those are
developed in order to provide remarkable experience to their customer. In this reference Verdant

Leisure is going to face huge problem in managing this level of competition as company is
enhancing business at global territory so this is imperative that they will need to deal with local
competitors as well (Richelieu, 2016). In order to deal with this challenge Verdant Leisure is
required to establish prominent suppliers so that to make their services highly distinct in nature
by which they can make their own separate identity in the market.
Tax codes and compliances:
Taxes and their compliance is the another challenge which can be faced by businesses
those are expanding their business at international market. This is the prominent obstacle which
can be faced by SME as they are occurring with additional cost which may implicate their
profitability in negative manner. This is a major halt in expansion plan which may be faced by
Verdant Leisure in the journey of business expansion in Pakistan. In Pakistan unrushed approach
is used by government which makes applicability of taxes and tariffs tough for emerging
company. So before business expansion, Verdant Leisure is required to understand and recognise
tax policies and tariff plans which are existed in Pakistan so as to make their expansion highly
profitable and effective (Vilkina and Klimovets, 2019).
Supply chain risk
Verdant Leisure is an established organisation in UK so they have proficient chain of
supply chain in UK so this may create problems in updating their supply chain in Pakistan. Being
a service industry Verdant Leisure is operating their business in order to provide high level of
satisfaction to their customer and for this prominent supply chain management is required by
them so as to meet needs of customer in effective manner. There are many supplies which are
requisite for Verdant Leisure such a linens, food items and many more. In case of delay in supply
of these risk can be inhaled by business which may lead them to lose their customer and
profitability as well. In order to deal with this challenge, Verdant Leisure is making proper
record of their material consumptions and stock so as to avoid any out of stock situation and
meet all the desired expectations of their customers (Silverman, 2015).
Operational risk:
In every country skills of workforce are varied which may create difficulty for the
company who is expanding their business in global places. In this regard labour is economic in
Pakistan but at the same time they are lacking behind of skills and proficiency which creates
barrier for Verdant Leisure in meeting needs of customer and business as well. In this case

Verdant Leisure will have to hire more employees which may create risk for the company to
meet their monetary requirement. In order to mitigate this risk, Verdant Leisure is arranging
various training and development sessions so as to meet needs and demands of their potential
customers.
Global pricing strategies:
Pricing strategies are one of the prominent problems which can be emerged as the major
barrier for success of businesses at overseas market. In the context of Pakistan, the country is
considered as a struggling country in which pricing is a major constrains for customer to make
their buying decisions. As Verdant Leisure is facing huge competition with local competitors and
at the same time they will have to deal with their pricing strategy (Steenkamp, 2017). In this
condition the major problem faced by Verdant Leisure is setting up their prices as they are
required to attract huge customers in their new market segments.
CONCLUSION
From the above detailed report this can be concluded that global marketing strategy is
one of the essential tool which can be used by businesses in order to expand their business at new
market territories. Global market strategies are helping a business to deal with changing business
environment due to which any fluctuations can be inhaled in effective manner by the business.
On the other hand these strategies are assisting business to eliminate negative impacts of
marketing activities in the country in which expansion is going to take place. Besides this there
are various barriers which are faced by businesses during their market expansion such as
problem in supply chain, problem in taxations and many more. These barriers are to be
eliminated by businesses so as to deal with diversified market conditions and to carry out
business activities in easy manner. Similarly by conducting PESTLE analysis external
competencies can be examined by business which enable the business to sustain and deal with
market competencies as well. These factors are helping business to grow and minimise
possibilities of failure so that to inhale success and cop up with external market situation in
composite manner.

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