Global Marketing and Sales Development

GLOBAL MARKETING AND
SALES DEVELOPMENT

Table of Contents
INTRODUCTION ..........................................................................................................................3
MAINBODY....................................................................................................................................3
PESTLE analysis.........................................................................................................................3
Global marketing strategy...........................................................................................................6
CONCLUSION ...............................................................................................................................9
REFERENCE.................................................................................................................................11

INTRODUCTION
The term global marketing refers to an organisation which markets or promotes their
products at international level with the aim of expansion of company and the sales development
refers to enhancement in sales with the help of expansion of product. International marketing is
an application of marking principles in more than one country across national borders (Jahanmir
and Cavadas, 2018). The present report is based on a SME product (hand drier) of UK based
company “Airdri Ltd.”. This company was founded by peter Philipps and Peter Allen in year
1974. Following report carries out a discussion about expansion of product in Iceland and for this
a PESTLE analysis and marketing strategies is carried out for the successful expansion of
product.
MAIN BODY
Overview of company:
Airdri ltd is a small organisation and was founded in Oxfordshire, UK in 1974 by the
partners Peter Philipps & Peter Allen. Both are experienced and entrepreneurial engineers.
During the times of significant advancement in hand drying industry they both determines the
gap in market for highly reliable, energy efficient and beautifully designed hand drier which suits
every washroom. Over the time, Aridri group has evolved and overcome that gap. Now they
wants to enlarge their business at new location of Iceland with an innovative product i.e. hand
drier with air sanitizer. For this they need to analyse the market condition. With the help of some
tool it can be and these are as follow:
PESTLE analysis
It is a frameworks that is used by entities of company for carrying out operation
smoothly. Since it includes all external factors that have the power to affect the operations of the
company either when a company wants to expand its business or product. It gives individuals a
professional insight into external factors that may impact on organization (Tata, 2020). This
analysis is flexible in nature and because of this the company needs to use it in a rage of different
scenarios. As well as the senior managers of company will use the result while making strategic
of marketing decision. In context of SME hand drier product of Airdri Ltd. A pestle analysis is
conducted for the expansion of product at Iceland market.

Political- Political factors is all about at what level a government intervenes in the
economy. This includes government policies, political stability, foreign trade policies, tax policy,
environmental laws, labour laws, trade restrictions, etc. So all these are considered as political
factors which can affect the operations of company. This requires the company to estimate
current and future strategies as well as adjust its marketing policies accordingly (Burström,
Wilson and Wincent, 2020). The political stability of Iceland is very stable and it offers an
income tax of 20 % to corporation which is very low in Europe. Also Iceland offers a strategic
locations half way between Europe and North America. So with the low structure of tax it offers
a great opportunity to company for expanding their business at new location for their
international operations. In relevance to this, the chosen firm which to expand its business at
Iceland and by addressing all political factors in effective manner, they will able to get success
and development in expansion. Additionally, the tax system of Iceland is very simple and
effective due to this the level of competition is increased and attracts more number of foreign
investors.
Economical – Economic factors is related with the demand, supply, unemployment,
exchange rate, inflation rate, interest rate and economic growth etc. this puts a significant impact
on how a company does business and makes profits. In relevance to Airdri, they wish to expand
its business at Iceland for hand drier, by considering all factors of Iceland related with the
economy of nation, they could successfully run their business. It also gives an opportunity to
consumers who are unemployed as this nation maintains a highly educated level and skilled
person which helps the company to launch more innovative and creative products in the market.
As from report it has been analysed that unemployment rate has risen in 2019 passing to 3.6%
from 2.7 % due to the pandemic situations. So this company can show their contribution by
expanding its business at Iceland (Indaryani and et.al., 2020). The GDP of Iceland is about 20.80
billion USD which encourage business to expand by purchasing more equipments and hire
additional employees. Banks of that nation are also highly seeks to make loans in strong
economy as they see less risk that a business will fail and default on its debt.
Social- This is also known as socio culture factors. In which it includes all such areas
which shared common beliefs and attitudes of public. In which the facts that it includes are
population growth, age distributions, health consciousness, career attitudes and many more. All
these factors are directly linked with the particular interest of an individual like how a company