International Marketing and Sales

International Marketing
and Sales

EXECUTIVE SUMMARY
International marketing is an opportunity for businesses to expand their operations across
national boundaries to grab new opportunities and serve large amount of general public. In this
project PureGym is expanding its operations in international market of Los Angelus, USA. In
this relation a marketing plan will be developed through which value proposition of stakeholders
will be made. Key findings for internal strengths and weakness will be identified so that
generated issues can be resolved positively. A justified marketing objective will be established so
that with strategic marketing plan to achieve all goals more appropriately. Digital marketing
practices will be used so that action plan can be taken. Ethics and sustainability important will be
introduced by controlling and monitoring business operations so that risk and challenges can be
identified and for minimising their effect in future appropriate actions are taken.

Table of Contents
EXECUTIVE SUMMARY.............................................................................................................2
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 The Value Proposition...........................................................................................................1
1.2 Key findings facing the organisation....................................................................................3
1.3 Set and justify Marketing Objectives....................................................................................5
1.4 Strategic Marketing Planning................................................................................................6
1.5 Traditional and Digital Marketing Tactics............................................................................7
1.6 Action Plan, Budgets and Financials....................................................................................9
1.7 Ethics, Sustainability and CSR...........................................................................................12
1.8 Controls, Measurement, Review, Risks and Contingencies...............................................13
TASK 2..........................................................................................................................................14
CONCLUSION..............................................................................................................................16
REFERENCES..............................................................................................................................17

INTRODUCTION
International marketing is defined as application of all marketing principles and activities
in such manner so that large number of consumers can be satisfied at international level. Through
international marketing sale of goods and services can be operated in more then one nation.
Through this huge market opportunity is created for businesses to serve large number of
consumers and then earn more and more amount of profits by being competitive. In this project
report international expansion of PureGym will be described. PureGym Limited is a chain of no
frills health clubs in United Kingdom (Bennett and Rabiei, 2019). It was founded in the year
2009 by Peter Roberts. PureGym is located at more then 200 locations and possess 1 million
members in their gym. In this project report a marketing plan for PureGym will be elaborated to
expanded its business to internation market of Los Angeles, USA. Together with this a upscale
marketing model for the organisation is designed in this project report.
TASK 1
1.1 The Value Proposition
Value proposition is termed as a specific value that will be delivered to an individual who
is involved in business activities. While operating a business there are number of stakeholders
related to business and value proposition determines the value which business will contribute
towards each stakeholder. Stakeholder for PureGym organisation are consumers, government,
athletes, sponsorships, healthcare organisations and companies that create technical items. As
PureGym is planning for international expansion to Los Angelus in USA and to find value of this
expansion for different stakeholders Mendelow’s matrix will be used (Mendelow’s matrix,
2017).
Mendelow’s matrix is a tool used by an organisation to identify and consider attitude of
their stakeholders when a new project is initiated or a strategic objective is established for
business. This matrix was introduced in the year 1991 and suggest that stakeholders group is
analysed based on power and interest they possess in relation to business organisation. Power
and interest of each stakeholder differs. For example- in relation to PureGym founder possess
more power and high interest, whereas government possess high power but less interest. In this
relation mapping of stakeholders are important through which high power and high interest
1

stakeholders will be considered important and managed closely. Action plan for PureGym
organisation is as follows-
 High power, highly interested people - Manage Closely
 High power, less interested people - Keep Satisfied
 Low power, highly interested people - Keep Informed
 Low power, less interested people - Monitor
Source: Mendelow’s matrix, 2017
PureGym in order to gain comparative advantage needs to use Porter’s Value Chain so
that methods to improve competitive advantage can be identified. Micheal Porter in 1985
explains value chain analysis as a collection of activities that are performed by a company to
create value for its consumers (Porter’s Value Chain, 2019). As per this model in order to
enhance competitive advantage a organisation needs to provided more ad more value to its
consumers. As per this concept there are nine steps involved in process to generate final product
form a raw material and at each step some value needs to be created to enhance value to
2
Illustration 1: Mendelow’s matrix, 2017