International Business Strategy for Kind Kones: Market Selection and Entry Strategies

Running head: INTERNATIONAL BUSINESS STRATEGY
INTERNATIONAL BUSINESS STRATEGY
Name of the Student
Name of the University
Author Note

1INTERNATIONAL BUSINESS STRATEGY
Executive Summary
This research report is based on international market entry strategies for the organization
Kind Kones which is determined to expand in a new market. The major purpose of the report
is to derive a proper understanding about how a business can enter a new market dealing with
all external and internal business factors. Before selecting a particular market for the
expansion six nations have been analysed with respect to their economic, political
environment and resource availability. The findings of the analysis select concludes New
Zealand as the most suitable country for the expansion of Kind Kones. In addition to this, the
business is suggested to select normative isomorphic entry strategy. For promoting the
business a new market, organization has been advised to select digital marketing approach.

2INTERNATIONAL BUSINESS STRATEGY
Table of Content
Introduction................................................................................................................................3
Organizational capability to expand to a new nation.................................................................4
Location Selection......................................................................................................................5
Institutional Assessment...........................................................................................................11
Entry Strategies........................................................................................................................12
Organizational Design..............................................................................................................14
Corporate Citizenship...............................................................................................................15
Strategic Position.....................................................................................................................16
Recommendation......................................................................................................................17
Conclusions -............................................................................................................................18
References................................................................................................................................19
Bibliography.............................................................................................................................21

3INTERNATIONAL BUSINESS STRATEGY
Executive Summary
Introduction
This report is based on the development of internationalization strategy of the
organization Kind Kones. The report discusses how the organization applies
internationalization strategy by expanding the operation to a new and selected nation amongst
the six nations. A business can expand its operation to a new market on the basis of certain
factors such as internal capability and market demands. The major purpose of this report is to
develop a suitable internationalization strategy for Kind Kones along with a detailed
description of the implementation. The report is prepared considering different sections
ranging from the market selection to strategic positions. The selection of the locations
demonstrates a comprehensive as well as a logical elimination of short-listed nations such as
Colombia, Indonesia, Mauritius, New Zealand, Qatar, and Taiwan. On the basis of the
assessment, two probable international expansion locations have been determined. The
assessment has been further supported as well as interpreted with a broader range of sources.
In addition to this, an institutional assessment has been performed which includes an
inclusive institutional evaluation of two discussed locations’ formal and informal context.
This section of the report also provides a comprehensive implication to lead the international
expansion location selection. The major objective of this section is to derive a proper
understanding about how selection of markets are determined considering the facts and
finding of existing literature. Likewise, market entry strategies have also been discussed in
the report by assessing a logical and critical comparison of significant entry approaches. This
section of the report also determines the appropriate market entry strategy for Kind Kones.
Similarly, there are two more sections such as organizational design and strategic position in
which organizational design has been determined on the basis of the selection of the market

4INTERNATIONAL BUSINESS STRATEGY
or the country. Eventually, the report presents a justified selection of corporate citizenship
approach, which is interpreted with a greater range of sources.
Organizational capability to expand to a new nation
The ice cream manufacturer Kind Kones in Malaysia has a strong market presence
due to its high quality and broad range of ice cream products. However, it is essential to learn
whether the organization holds the capability to expand its operation to a new market; rather
to a new nation. The following SWOT analysis framework determines Kind Kones’
capability to expand to a new market.
Strength
 Kind Kones has a growing market
presence its Malaysia
 The organization has unique
categories of products such as
Vegan, No-Nasty, Allergen
Sensitive, Fake Free and
Unprocessed (kindkones.com 2018).
 An established social media
presence has now become an eye-
catching approach attracting the
global attention
Weaknesses
 Product categories such as Burgers
and wrap sandwich are failed to gain
customers’ attention due to falling
under a known product category,
which is already produced by others
in the market
 Strategic issues: the firm does not
have any solid strategy for
customers management
 Pricing strategy of Kind Kones is
not aligned to market economy
structure and purchasing habits of
consumers (Bronzi & Rosenthal,
2014)
Opportunities
 Global ice cream market is valued at
Threats
 Advancement of internet technology,

5INTERNATIONAL BUSINESS STRATEGY
$68,072 million in 201 and it is
projected to reach $97,301 million
by 2024 (De Mooij, 2018)
 Increasing population, increasing
urbanization rate and developing
economy is expected to remain the
fundamental factor which could
drives the growth of the organization
especially, the digital marketing
approaches have made it easy for
many small and medium size firms
to target the wide market and
promote their products, which could
appear as challenge to Kind Kones.
This means that intensity of
competition is high
 Health Conscious people are
refraining from sweets and global
prevalence of diabetes among adults
over 18 years of age has increased
from 4.7% to 8.5% in 2015 and this
may further increases
Table 1: SWOT analysis of Kind Kones
(Source: Self-Made)
Location Selection
Operation
s Location
Kind Kones Country Selection
Global
Clusters
South
Ameri
ca
Ne
ar
Eas
t
South
Asian
East
Euro
pe
Lati
n
Euro
pe
Nor
dic
Africa
n
Ocea
nia
Fa
r
Ea
st
Confuc
ian