International Market Entry Strategies Assignment

Added on - Dec 2020

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International MarketAssessment and Market EntryStrategies
Table of ContentsINTRODUCTION...........................................................................................................................1MAIN BODY..................................................................................................................................1Identify the most prospective market to enter........................................................................1Explaining the market assessment opportunities...................................................................4Recommending which country the firm should enter first.....................................................8Presenting the best Market entry strategy for Zalando...........................................................8CONCLUSION..............................................................................................................................11REFERENCES..............................................................................................................................12
INTRODUCTIONInternational marketing is the most simplest application that is used in marketingprinciples for more than one country, therefore, it has its own importance in marketing. Thereport main aim is to provide deep knowledge related to marketing strategies which are used inorder to expand their current business. The chosen company for this report is Zalando which isone of the medium size firm and wants to expand its current business step by step. The companydeals in retail sector and offer clothing, footwear for men, women and children. Now thecompany wants to expand their current business at further level of success. Report determine themost prospective market to enter through market opportunity assessment. Further report alsodescribe the investment opportunities, effects of government, interventionist policies, impact ofregional integration initiatives and threats of each markets. The report also recommended whichcounty the firm should enter first with proper justification. Report also describe the marketstrategy and which is the most suitable among them in order to expand their current businesswith proper recommendations.MAIN BODYIdentify the most prospective market to enterZalando is one of the most rapidly growing company and it deals with foot wear andclothing of men, women and children. Now the company wants to expand its business in furthercountry in order to generate more revenue and profit. For this reason, the company uses marketopportunity assessment. In today's world, the brands have pressure to stay connected in anincreasingly competitive market place (Reid, 2018). In order to be successful in the currentmarket, there is a need to connect new products and services which should be offered to thecustomers. By understanding the market as well as maintaining the consistent awareness ofchallenges as well as barriers if entry and growth. To determine these things, there is a needs todo market opportunity assessment which is as follows:Market sizing and growth plan:It is the first assessment which help Zalando todetermine the actual size. The quoted company is a medium size firm and among all market, ithas been analysed that UAE is one of the most suitable option to expand their current businessbecause the country has good political stability and therefore, choosing UAE is the suitableoption for the company. For this, estimating the number of target customers is another option1
which supports and determine the actual scenario. Therefore, Zalando Chooses UAE because thecountry has a availability of maximum products, resources and there is a demand of newproducts and services of clothing or footwear which help to generate more revenue and alsoincreases the sales of a company (Kumar, 2018). After that the penetration rate of the offeredproducts should be low so that it will help to establish competitive advantages. Because if theoffered product is of high rate then the category of products is mission critical and mandate forthe regulations. Through proper monitor and awareness related to market, the company caneasily determine the market size and the proper generation of profit for the firm.Industry and segments attractiveness:This is another market opportunity assessmentwhich help to determine which market should be chosen. Therefore, Zalando has to determinethe target segments benefit as well as attractiveness and then which products is actual beneficialfor the product and the demand of UAE people is quite differ from the other countries.Therefore, Zalando decided to expand its current business in UAE and it can be done throughqualitative data. By taking survey from the people, the quoted company will easily determine theexact and also fully the meet of their customers needs. By analysing the needs of their customerswill helpful for them in order to provided the exact service to their customers (Vedula, York,and Corbett, 2018). In addition to this, if Zalando has unique selling proposition then it will helpthem to create best sell for their product and by targeting the exact market which will be helpfulfor them in order to gain high competition in market.Porter five force model for Turkey:BasisTurkeyEgyptUAEThreat ofsubstituteFor Zalando, threat ofsubstitute is high becauseto introduce new product,the company needs toinvest much money andwhich is quite costeffective.In Egypt, the quotedcompany has also highpower of substitute,therefore the companycan also affected fromthe rival company'sbusiness strategy.In UAE, the companyhas low threat ofsubstitute because inUAE there is no muchstores who offered bestquality of productswhich are offered byZalando.Bargainingpower ofThe supplier range inTurkey is low and if thereThe supplier range ofthe country is low andThe bargaining powerof suppliers are high,2
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