Global Marketing and Sales Development

This report discusses the marketing and sales operations of Eagle Eye Solution company in the United Kingdom. It focuses on the case study of the company's expansion into the information technology market of Pakistan. The report covers topics such as PESTEL analysis, competitive landscape, and international marketing strategy.

Global marketing and
sales development

Table of Contents
INTRODUCTION.....................................................................................................................................3
MAIN BODY............................................................................................................................................3
International marketing evaluation and strategy..............................................................................3
Justifying opportunity in the chosen market.....................................................................................8
Competitors landscape......................................................................................................................9
International marketing strategy.......................................................................................................9
CONCLSUION.......................................................................................................................................10
REFERENCES.........................................................................................................................................11

·INTRODUCTION
Marketing is defined as promoting company’s products at various promotion
and communication channel. This report is based on the case study of the Eagle
Eye Solution company in respect to its marketing and sales operations. The
organisation is operating its operation in United Kingdom. Company has been
engaged operating its business operations in the information technology sector. This
report would guided about the different practices undertaken by the organisation in
respect to its digital promotions and sales. Henceforth, report will project the precise
PESTEL Analysis in respect to the business expansion process of the company.
This project would also guide about the evaluation about the possible opportunities
new location can cater to the organisation. Competitive landscape for the
organisation at the new location of business will also evaluate in this project.
Furthermore, project would develop the marketing strategy in context to the chosen
organisation.
·MAIN BODY
·International marketing evaluation and strategy
Marketing at the international level if denoted as the international marketing.
Eagle Eye Solution Company is aiming to expand its business in Pakistan. Company
is aiming to take competitive advantage in the information technology market of
Pakistan.
PESTEL Analysis
Business environment is sum of different external and internal factors
influence the business operations of organisation. In order to evaluate different
external factors influence the business operations of company associated with the
PESTEL Analysis can be summarises in the following manner. PESTEL Analysis
tool comprises with different external factors such as political, economic, social,
technological, economical and legal factors influence the business operations of
Eagle Eye Solution Company.
Political factor: Political factor is about the political situation of the country in which
organisation is looking to expand its business. Political environment in Pakistan has

become very progressive in nature post the governance of Imran Khan in Pakistan.
The government could create the positive political situation in the Pakistan which
has supported the government to enhance the growth of the Pakistan. As a leader
Imran Khan always look positive which has given a strong impression to all the
business holders to initiate the business operations in the Pakistan (Abdullahi and
Zainol, 2016). The support government is providing to the corporate sector in form
of availability of easy licensing policy to the companies, support system in form of
subsidy and many other program of Pakistan government such as skill development
to empower the youth of Pakistan and different other policies has created a strong
political culture in Pakistan. Eagle Eye Solution Company is aiming to take the
competitive advantage by expanding its business in Pakistan as it would allow
company to give tough competition to the information technology market n Asia
region. Pakistan look far behind in the information technology sector when it
compare with other countries like India, China and different other countries in the
Asia and if any company work in information technology sector would come to
Pakistan to invest in the sector it would be a huge support from the government of
Pakistan to boost the growth of the respective business so that more companies
belong to the information technology sector can come and entertain the business
growth available in the Pakistan. Political stability is another key aspect associated
with the political factor. In Pakistan government rule by Imran Khan has been in a
strong position to hold the government for its total tenure of five years. This has
given a huge support to the Eagle Eye Solution Company to come and expand its
business in Pakistan. Stable government position allows the government to sustain
policies of government for the long time and if not any urgent requirement
government found they do not interfere in the policies if it is not needed to improve
or change the policy. Sustainable policies of the government play the progressive
role and guide the organisation to develop the long run policies that can boost the
growth of the company.
Economic Factor: Economic policy is another business environment factor
influence the business operations of the company. Pakistan is one of the key
emerging economics part of the Asia. Country is growing rapidly especially post the
governance hold by the Imran Khan as a Prime Minister of Pakistan. Economic
factor denote that the economy of Pakistan allow the Eagle Eye Solution Company

to expand the business in Pakistan. Especially the information technology sector of
Pakistan remains untouched completely. Company get to explore the entire sector
by just entering into the information technology market of Pakistan. Economic
position is a key criterion whenever government look to expand business in any of
the market at international level (Aithal and Aithal, 2016). As the economic
environment is favourable gross domestic product of Pakistan has emerged
drastically which has allowed the Eagle Eye Solution Company to take competitive
advantage by entering into the information technology sector of Pakistan. Per capita
income of people in Pakistan has also improved in recent time which has improved
the income and buying capacity of the people based in Pakistan. This is another
positive economic aspect that supported the Eagle Eye Solution Company to
expand its business in the information technology market of Pakistan. Economic
factor also involve the inflation in the economy. Inflation play the devil role in the
overall economic growth of the country. As the Pakistan always contain the poor
economic growth which has lead raised to the information in the economy. This has
restricted the buying capacity of the peoples based in Pakistan. Eagle Eye Solution
Company should give emphasis over this direction where company needed to hold
its pricing in the certain direction that can support the organisation to enhance the
growth in the market. As the Eagle Eye Solution Company needed to compete with
other countries like India and China where the economic situation is way more
stronger than Pakistan company should make the proper policies and strategies to
enhance the growth in against to the business expansion practice of company.
Social Factor: Social factor is another crucial external business environment factor
influences the business operations of the Eagle Eye Solution Company. Social
factor comprises with the social aspect such as culture, tradition and different other
social element. The corporate culture of the Eagle Eye Solution Company is suitable
for the Pakistan culture as company contain and likes to work in friendly culture
which can find positive in the Pakistan culture. Education is another crucial social
factor that influences the business growth of the company. In order to have a
successful business in any market it is important for the company to hold the skilled
work force. Education in Pakistan is still emerging and not enough colleges Pakistan
hold that can serve the best potential talent of employees and technical human
resources to the organisation. Technical knowledge of the graduates and

professionals passed out form the different universities of Pakistan would play a
dominating role for the Eagle Eye Solution Company to enhance and sustain its
growth rate effectively (Bah, Gauthier and Qi, 2016). In other markets like India,
China and Japan the skill human resources and technical knowledge of the young
graduates and professionals has supported the government and companies in such
market to generate the profitable business operations in such market. Especially in
case of information technology sector the entire sector is solely based on the
technicality and creative mindset of the young professionals to serve in the sector.
This will be a key challenge for the Eagle Eye Solution Company to find the best
possible talent in the Pakistan to enhance and boost the growth rate of the company
in the respective market.
Technological Factor: Technological factor is another crucial external business
environment factor influences the business operations of the Eagle Eye Solution
Company. Technological development and improvement play the supportive role for
the Eagle Eye Solution Company in achieving the growth in the new information
technology market of Pakistan. The critical evaluation of the Pakistan information
technology sector shows that the country does not cater the best possible
environment in context to the information technology sector. The contribution of the
Pakistan as a country in the international information technology market is very log
as compare to other countries like India, China and Japan who are also developing
countries but contribute massively in the information technology sector at an
international level. Government has recently identified the need and requirement of
the information technology and has identified that the sector can expand the
country’s progress at all different level (Dorlach, 2020). This awareness of the Imran
Khan government has guided the country towards delivering the best possible
environment to the companies like Eagle Eye Solution Company to come and
entertain best possible growth opportunities in the market. Technological
development of the country would support the Eagle Eye Solution Company in
enhancing the effective growth oriented opportunities in the information technology
sector at the international level. Company will get access of all latest technical
equipments and machineries that can support the company in generating the best
outcomes for the growth and overall development of company in Pakistan. At the
initial it would be difficult for the Eagle Eye Solution Company to generate

profitability out of the entire set up but once the company get the work in flw it can
make heavy returns out of the business expansion process.
Environment Factor: Environment factor is another key external business
environment factor that will influence the business operations of the Eagle Eye
Solution Company in the information technology market of Pakistan. The
government in Pakistan has been very much active in corporate social responsibility
operations as government truly believes that companies must give back to the
society which has given everything to the company in order to achieve all different
objectives of the business. Eagle Eye Solution Company has been very active in
conducting operations under the corporate social responsibility operations which
would give a huge competitive advantage to the company by actively operating the
same operations in Pakistan. This would support the organisation to earn the trust of
the people and government of Pakistan even at the initial stage of the business life
cycle (Fu and et.al., 2016). This aspect of the Eagle Eye Solution Company could
support the company in taking competitive advantage in the information technology
market of Pakistan by channelizing the strong brand value of company in the
respective market. This would allow company to convince the people of Pakistan to
buy the products offer by company over the local brands of Pakistan. This is a
crucial factor associated with the external business environment which will be a
positive tool for the Eagle Eye Solution Company to expand business profitability in
the information technology sector of Pakistan.
Legal Factor: Legal factor denote all different legal regulations and policies of the
government of Pakistan associated with the corporate sector. Eagle Eye Solution
Company needs to deal positively with all different laws and legal regulations
entertained over the company in against the business operations in the respective
company. Different laws like licensing law, taxation law, company act and many
other laws like equality act, anti discrimination act, minimum wage payment act and
several other legal regulations that needed to cope up by the Eagle Eye Solution
Company in order to channelize business operations in Pakistan (LI and ZHANG,
2018). Legal regulations and laws are the mandatory requirements which in any
case needed to fulfil by the company in against the channelize business operations
in the respective market.

The above mentioned points projects all the potential and key external factor
associated with the business environment. All policies Eagle Eye Solution Company
would frame will depict the different factor associated with the business environment
(Xuesong, 2018). All these factors demonstrate different areas of the external
business environment that would support the company in achieving the best
possible opportunities to entertain growth in the market. Business expansion is a
critical decision which needed to make by company but the organisation must
analysis all these different aspects of the business environment before taking any
decision in respect to business expansion in Pakistan.
Objectives
Objectives of this project is to form the evaluation in respect to expanding
busines operations at a globalised level. New market is assessed and analysed so
that overall business objectices can meet. What are the key grpwth opportunities
available in the new market is analysed and identiofied with the support of this
report. Profitable techniques of operations and promotions is also evaluated in this
report.
l壱Justifying opportunity in the chosen market
Eagle Eye Solution Company is aiming to expand its business in Pakistan.
Following are the points favour the company in order to expand business in the
information technology market of Pakistan.
Unexplored market: The information technology sector of Pakistan is immensely
unexplored even at the current business environment situation where the sector is
among the key emerging sector of the business environment at the international
level. The entire sector remain unexplored in Pakistan that has given a huge growth
opportunity to the Eagle Eye Solution Company to expand business in such a
market (Lisowska, 2016). The competition is low in the market that allows company
to easily sustain the business and it is also possible for the company to generate
revenue in profitable manner even at the initial stage of the business in the
respective market. The unexplored nature of the market has supported the company
in achieving the best level of growth opportunity as a new emerging company in the
market.

Limited competition: The information technology sector of the Pakistan in
unexplored which has allowed the sector to serve the limited amount of competition
to the companies operating in the respective market (Mawejje and Okumu, 2016).
Limited competition is a positive aspect for the Eagle Eye Solution Company to
enhance the growth in the market. Company will entertain competition from the local
companies of Pakistan which are not carry mch experience and potential as
compare to the Eagle Eye Solution Company.
Increasing purchasing power of customers: The economic growth of the
Pakistan has support the government to increase the overall income of the people
based in Pakistan. This has also improved the buying capacity of the customers
based in Pakistan (Syazali and et.al., 2019). This is another crucial factor that would
support the Eagle Eye Solution Company in attracting growth opportunities in the
information technology market of Pakistan. The recent figure denote the per capita
income of people in Pakistan is 1130 USD. This is consistantly increasing every year
which further strengthened the overall market presence of companies.
The above mentioned aspects about the Pakistan would allow the Eagle Eye
Solution Company to achieve the best level of growth opportunities in the
information technology market of Pakistan.
l壱Competitors landscape
The competitive landscape denotes the competitive environment of Pakistan
in context to its information technology sector of the country. Eagle Eye Solution
Company is one of the emerging small scale enterprises based in United Kingdom
associated with the information technology sector. The emergence of company has
turned out to be the strong brand image of company in the respective market (Müller
and Hoppstadius, 2017). Company will receive heavy market competition from both
regional and internal companies operate business in Pakistan associated with the
information technology sector. Company would attract competition from companies
like Google, Micro soft and different others. These are the international and
multinational companies contain big brand value in the information technology
sector at a global level. All these factors play an effective role for the sector to
entertain massive level of market competition against the business operations
entertained by the company. Growth rate in Pakistan denoted as 20.75% of

information technology sector. This further indicate the massive presence of all
multinational companies in the market.
l壱Entry mode
In order to expand business in the international market company vcan form
strategic alliance with other companies. It can invets money with new organsiations
work at local level in form of partnership business. Company can also takeover
already existing company operate business in same sector.
l壱International marketing strategy
Marketing mix
Marketing mix is a strategic tool that involve different elements like product,
price, place, promotion like elements.
Product: Company will offer different technological solutions and other information
technology related products. Product line of company is well diversified which will
allow the customers to conviniently fulfill all technical need and requirements.
Price: Company will use competitive pricing practice. This will allow company to sale
its products over prices reflect competitiveness of the company. This price range will
favor the company to easily attract the potential customers in the market.
Place: Company will sale its products accross the Pakistan. This will allow the
organisation to engaged with the customer range available across the country.
Promotion: Company will use promotion channels like socila media, digital
platforms and such platforms. Company will utilise both tradiitonal and modern
platforms of marketing and promotions.
The above mentioned points denote different elements associated with the
marketing mix that will involve in forming different business strategies.
Eagle Eye Solution Company is planning to expand its business in Pakistan.
Company is aiming to expand the business in the new market. Currently company is
operating its business in the information technology market of United Kingdom and
this would allow company to expand its business at international level. Company can
follow the social media market, digital marketing and other traditional market
strategies to support the growth of the company in the market. Company will also

conduct the market establishment strategy in the Pakistan market (Pathak, 2018).
Product modification strategy would also implement by company in the market. All
these strategies would support the organisation to achieve the brand value in the
Pakistan market. The trust in the potential customers about the brand is an
important factor that influences the growth and development of the business
operations of company’s especially in context to the business expansion and
entertains growth in the new market at the initial level.
All the above explanations given in this report have supported the
organisation to get the complete brief about the different aspects associated with the
business expansion in Pakistan. The information technology sector of Pakistan is
untouched and carries a huge potential to entertain growth in the new market
(Sharma and Singhal, 2016). As the sector offer the limited amount of market
competition which is a key positive indicator for the Eagle Eye Solution Company to
expand its business in the information technology market of Pakistan. The PESTEL
Analysis conducted above justifies the decision of organisation in respect to expand
business in Pakistan. The market of Pakistan offer some crucial and strategic
advantages to the Eagle Eye Solution Company along with some massive
challenges that needed to dealt by company in order to achieve the best level of
growth opportunities in the information technology sector of Pakistan.
STP
STP denoted as segmentation, targeting and positioning practices of
company. Following are the point justify the STP Techniques at precise level.
Segmentation
Company will use demograpohic segmentation process. This is favourable
especially in context to Pakistan. Demographic will allow the business organsiation
to cover up all aspects of the segmentation techniques such as income, need,
requirements associsated with the customers.
Targeting
Company will target to all income background people irrespective of the
specific economic background. Targeting will fcous over young people especially the
age group between 18 to 35 years of age. These are the generatrion that especially
take interest in product offer by company.

Positioning
Company will position its product with the support of socila media, digital
mediums, holding and many such different ways. Positioning will allow the company
to easily acheive the business objectives even in new market.
·CONCLSUION
The above mentioned project summarised different aspects related to the
business expansion approaches used by the company. PESTEL Analysis
summarises various factors of external business environment such as political
factor, economic, social, technological, environment and legal factors influences the
business operations of organisation. Along with these aspects different other
aspects like Eagle Eye Solution Company will address the limited among of
competition in the information technology sector of Pakistan this is a key strategic
advantage associated with the business expansion decision in Pakistan. Company
would get to address competition with international and well established brands like
Google, Microsoft and different others along with the local companies of Pakistan.
Overall company carry a strong potential to entertain the competitive advantages in
the market of Pakistan.

·REFERENCES
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