International Market Expansion Strategy for Elkie and Ark

This presentation analyzes the competitive factors and identifies the market selection and mode of entry for Elkie and Ark, a company specializing in sustainable clothing. It examines the available options for market expansion, justifies the selection of the United Kingdom as the target market, and recommends direct exporting as the entry mode. The presentation also explores competitive strategies, including niche product strategy and cost-plus pricing, and outlines the marketing mix strategy, focusing on online marketing and rewards programs.

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ASSESSMENT
TASK 3
PRESENTATION
ELKIE AND ARK
GLOBAL
MARKETING

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Table of content
• INTRODUCTION
• MARKET SELECTION
• AVAILABLE OPTIONS
• SELECTION AND JUSTIFICATION
• MODE OF ENTRY
• AVAILABLE OPTIONS
• SELECTION AND JUSTIFICATION
• COMPETITIVE STRATEGIES
• COMPETITIVE STRATEGIES
• PRODUCT / PRICE
• PLACE / PROMOTION
• CONCLUSION
• REFERENCES

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Introduction
• Analysis of the competitive factors and identifying the market selection and the
mode of entry for the business organisation is considered to be one of the most
important aspect that helps the business organisation to achieve its objectives.
• Various competitive strategies and marketing mix strategy is needs to be
considered as to obtain a better understanding.
• The current presentation is related to the analysis of Elke and Ark Company,
which helps in identifying the different prospects that are related to the expansion
of the market in United Kingdom.

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Market selection
Selection of market for international expansion is considered to be one of the most reliable function that is the
organisation needs to consider.
It is identified that selecting the right market in learning how to reach out to the consumer is considered as one of
the most important expansion strategy which is required to be identified by the marketing managers are the
management of the company.
There are various strategies which are related to selection of the international market which includes market
concentration and market diversification as a strategy.
It is identified that market concentration helps in focusing on few select markets which has the company to
consolidate the presence in this market with securing constant sales growth.
On the other hand the market diversification includes introduction of the different products so as to make the market
better place to earn and to generate a good result.

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AVAILABLE OPTIONS
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• United States of America
• United Kingdom
• China
• South Korea

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SELECTION AND JUSTIFICATION
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• The market that has been selected based
upon the environmental analysis of the
assessment 1 is the United Kingdom.
• High purchasing power parity
• Favourable results of PESTLE in
assessment 1
• Upcoming trend of sustainable clothing

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Mode of entry
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• For entering into an international market it is identified that there are various modes that are available in
the business organisation which can be used by the business organisation so as to enter into the market
and toward a result that is suitable for them.
• it is identified that some of the modes which can be used for international market entry includes indirect
exporting into the market are direct exporting into the market by providing a licensing for sale of the
products in the international market using franchise as a model for entering into an international market.

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AVAILABLE OPTIONS
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• Direct exporting
• Indirect exporting
• Licensing
• Mergers and Acquisitions
• Turnkey projects

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Selection and justification
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• The entry mode that has been selected is direct exporting.
• As the company is considered to be held in a market where
they are selling their products to the customers directly hence
the one of the most important strategy would be using the
direct exporting as factor for direct exporting to the country.

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Competitive strategies
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• The competitive advantage is considered as an advantage gained over competitive by offering a greater amount of perceived value as well
as attaining the objective through which more benefits are gained.
• It is identified that the ability to increase the sales and margins and profits of the business is considered to be one of the most important
factor that helps in generating a better understanding of the same. If the company is having a competitive advantage then they can defend
their market position against the competition.
• it is identified that international competitive advantage and generic strategies includes 3 competitive positioning strategies which includes
gaining an overall cost leadership, differentiation and focus.
• These are considered as the strategy which would help them to generate a better understanding and would also help the business
organisation to maximise the performance.

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Competitive strategies
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• The competitive advantage is considered as an advantage
gained over competitive by offering a greater amount of
perceived value as well as attaining the objective through
which more benefits are gained.
• It is identified that the ability to increase the sales and margins
and profits of the business is considered to be one of the most
important factor that helps in generating a better
understanding of the same.

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PRODUCT / PRICE
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PRODUCT PRICE
• There are various factors which influence the
international pricing decision includes the nature of
the product or the industry, the customer factors
which includes the price element of purchase, the
environmental factors which includes the location
of the environment and the foreign market.
• NICHE PRODUCT STRATEGY
• SUPERIOR QUALITY STRATEGY
• It is identified that the pricing is considered as one
of the most important aspect that is related to the
entrance of the international market.
• It is identified that there are various role of price
which needs to be identified and should also include
the different categories which can be considered for
the purpose of maximizing the performance.

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PLACE / PROMOTION
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PLACE PROMOTION
• Online market place using e-commerce
• Integrated channel of communication will be
utilised which makes use of platforms like
facebook, instagram, pinterest and official
website.
• Rewards system is being recommended to be
used to encourage repeat purchase
• The current seasonal discounts system being
run in Australia is also being recommended to
be replicated.

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CONCLUSION
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• The market that has been selected is United Kingdom
• The mode of entry recommended id direct exporting
• The product strategy is niche product strategy
• The price strategy recommended is cost plus and competitive pricing
• The placement strategy is online marketing using integrated
communications
• The promotions strategy recommended is rewards points system and
seasonal discounts .

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REFERENCES
• Ana-Maria Dinu. (2018). International Market Entry Strategies. Academic Journal of Economic Studies, 4(2), 20-25.
https://doaj.org/article/b0cc1a588e8046f8a5d47b6b46ffe531
• He, X., Lin, Z., & Wei, Y. (2016). International market selection and export performance: A transaction cost analysis. European Journal of
Marketing, 50(5/6), 916-941. DOI: 10.1108/EJM-02-2013-0083
• Luxury Organic Linen & Bedding | Elkie & Ark, A. (2020). Fibre & Fabric. Luxury Organic Linen & Bedding | Elkie & Ark, Australia.
Retrieved 23 September 2020, from https://www.elkieark.com/pages/organic-cotton-linen-fabric.
• Magnuson, B., Reimers, V., & Chao, F. (2017). Re-visiting an old topic with a new approach: The case of ethical clothing. Journal of Fashion
Marketing and Management: An International Journal, 21(3), 400-418. DOI: 10.1108/JFMM-10-2016-0091
• Marti, D. (2020). Sustainable Fashion, A Growing Trend. Geneva Business News | Actualités: Emploi, RH, économie, entreprises, Genève,
Suisse. Retrieved 23 September 2020, from https://www.gbnews.ch/sustainable-fashion-a-growing-trend/.
• Na, Youngjoo, & Na, Dong. (2015). Investigating the sustainability of the Korean textile and fashion industry. International Journal of Clothing
Science and Technology, 27(1), 23-33. DOI: 10.1108/IJCST-08-2013-0085
• Ogunrin, F., & Inegbenebor, A. (2015). Distribution channels and internationalization in a developing-country clothing industry. Journal of
Research in Marketing and Entrepreneurship, 17(2), 130-148. DOI: 10.1108/JRME-03-2014-0006
• Reimers, V., Magnuson, B., & Chao, F. (2016). The academic conceptualisation of ethical clothing. Journal of Fashion Marketing and
Management: An International Journal, 20(4), 383-399. DOI: 10.1108/JFMM-12-2015-0097
• Surdu, I., Mellahi, K., & Glaister, K. (2018). Emerging market multinationals’ international equity-based entry mode strategies. International
Marketing Review, 35(2), 342-359. DOI: 10.1108/IMR-10-2015-0228https://libkey.io/libraries/2177/articles/188523576/full-text-file?
utm_source=api_993
• Zhang, J. (2014). Analysis on the International Competitiveness of Chinese Clothing Industry. Applied Mechanics and
Materials, 685(Machine, Industry and Manufacturing Based on Applied-Information Technology IV), 697-701.
DOI: 10.4028/www.scientific.net/AMM.685.697