International Market Selection for Tingz

This report discusses the international market selection and market entry strategy for Tingz, a sugar-free xylitol sweets. It includes options for market entry and distribution strategy, screening criteria for selecting suitable countries, and the reasons behind selecting specific countries. The report also evaluates the competition and market base for Tingz.

International Market Selection for Tingz
1

Table of Contents
INTRODUCTION ...............................................................................................................................3
TASK A................................................................................................................................................3
Option 1 'Bricks'..............................................................................................................................3
Option 2 'Clicks': .............................................................................................................................4
TASK B................................................................................................................................................4
Market entry strategy.......................................................................................................................4
A set of screening criteria , to help identify the most suitable country for the Tingz test market. . 5
The criteria behind selecting these organization..............................................................................8
Reason behind selection the particular criteria................................................................................9
Critically evaluate the criteria of countries and the best country for the Tingz company...............9
CONCLUSION..................................................................................................................................10
References...........................................................................................................................................11
2

INTRODUCTION
The process of conducting transactions overseas for developing exchanges to fulfil
objectives and goals of the person and company is called as international marketing. It provides
various opportunities for the development and growth of the organisations. It is a tool which is used
by the firms for getting global recognition and expansion (Gubik and Karajz, 2014).
For the current report, given case scenario of peppersmith is taken into the consideration.
The focus of the file is on Tingz, a sugar free xylitol sweets. It includes market selection and market
entry strategy.
TASK A
According to the case, the producers of the Tingz have been identified a capable distributor
for reaching the dentists. The firm is operating its business in these countries: Czech Republic,
Latvia, Luxembourg and Finland. The specialist distributor is selected by the peppersmith for the
nation for effective market entry and distribution. It has chosen two main options for using market
entry and distribution strategy. These options are as follows:
Option 1 'Bricks'
In this, the focus of the firm is on “Bricks”. In this, a specialist distributor will be selected by
the company for distributing Tingz to the pharmacies and health food stores. Firm has chosen
distributor for each country for increasing sales and revenue of Tingz and informing dentists and
pharmacies about its benefits. Company will provide all the information to these distributors about
the qualities, benefits, features, etc of the Tingz so that they can properly explain it to the customers.
Peppersmith has hire distributors from the Czech Republic, Luxembourg, Finland and Latvia. There
role is to introduce healthcare professionals about the product and influence them to purchase it
(Lee, Abosag and Kwak, 2012). They can either directly deal with the customers by using Business
to customer strategy (B2C) or other business firms via business to business strategy (B2B). Before
promoting about the Tingz and its quality of sugar-free, peppersmith needs to provide training and
development programme to the distributors. This program will help them in developing various
skills and abilities regarding sales and marketing (Raff, Ryan and Stähler, 2012).
Selected distributors can use intensive, selective and exclusive distribution. In intensive,
they need to keep the stock of Tingz in majority. This strategy is effective for the local suppliers of
each nation. On the other hand, in selective distribution peppersmith needs to relies on few
intermediaries to carry their product of Tingz (Holtbrügge and Baron, 2013). It is one of the best
strategy for the distribution of Tingz as it need specialist distributors. With the help of effective
communication, influencing personality, problem solving skills, etc these distributors will attact
3

dentists and other customers to purchase the product. These will result to improve relations with the
customers and resolving their queries with respect to the product by communicating face to face. It
will lead to develop effective image of the firm in-front of dentists and pharmacies which makes
them to purchase the priduct and use them for the welfare of the children (Hilmersson and Jansson,
2012).
Option 2 'Clicks':
In this option, peppersmith is focusing on clicks strategy for distribution of the Tingz among
the dentists, pharmacies and other customers. In this, company will make Tingz available on the
online websites with the help of local equivalent of amazon.co.uk. There are various online reatil
websites in the country. It is important for the peppersmith to come with new, innovative and
creative services so that customers will get attract towards it (Wang and Lestari, 2013). It is one of
the best approach for bringing Tingz among the diverse customers for the children and teenagers.
With the help of online website, clients will feel comfortable in ordering and getting delivery of
tingz easily. On the other hand, this strategy will help the firm in maintaining and increasing its
number of consumers. In contrasts to it, there is huge competition among the retail firms in nation.
This strategy will also result to increase competition and challenges for the firm as it need to think
something new and innovative for building effective competitive advantages (Kramarz and Skans,
2014).
So from both the options, primary focus of the peppersmith needs to be on option 2 i.e.
clicks. It is one of the popular and most using approach. With the help of this strategy and by
providing effective services regarding the delivery of product and its safety, exchange, return, etc
will increase the satisfaction of the customers (Lowe, George and Alexy, 2012). On the other hand,
company will able to make relations with the local distributors. It will help in enhancing the growth
and success opportunities of the firm. With the help of this strategy, dentists and pharmacies will
able to order Tingz any time, they do not need to go to shops or visit distributors. All they need to
do is some clicks for ordering Tingz for children or teenagers (Kaustia and Knüpfer 2012).
TASK B
Market entry strategy
Market entry strategies are based on the planning method where all organization delivering
their goods and services top the new target market (Kaustia and Knüpfer 2012). In import and
export service it its important for the company to analysis the demand and need of other country
customers. Direct exporting, licensing, partisanship all are the major sub parts of international
market.
4

A set of screening criteria , to help identify the most suitable country for the Tingz test market.
The present report is based on four major country and they are like; Latvia, Czech
Republic,Luxembourg and Finland. They all are the major suitable country for the Tingz product.
The screening criteria have been enplanes as follows:
Criteria General
descriptio
n
Latvia
country
Czech
Republic
Luxembourg Finland
Standardization This thing
explains
the
characteris
tic of the
new
product .
For
This country
set their
standardization
as per the
economic scale
(Hilmersson
and Jansson,
2012).further,
This country
head
department put
tier focus on
technology
(Kramarz and
Skans, 2014).
So they always
The
standardization
are based on
the quality of
the prop dusts.
So this country
head
department
This country
also put their
focus on
economic scale
and the
changing
demand of
5
Illustration 1: Market Entry Strategies
Sources :(Market Entry Strategies, 2016)

example
Tingz is a
sweet
candy
which are
basically
used by the
children
and
teenagers.
So there is
sweetness
is their
standardiza
tion.
the head
department of
Tingz always
check the
quality of the
products and
this country
ranked as A
PLUS for the
production of
Tingz candy
give their
suggestion to
the main
manufacturing
head
department.
Like they
recently
change the
packing style
of Tingz.
always provide
the final report
of raw
materiel.
customers.
Promotions This
activity
show how
company
advertise
their new
products
This country
department use
digital
marketing for
the promotions
activities.
This country
use sandwich
man, banner,
newspaper for
the marking.
This country
use all the
basic factors of
marketing and
also use social
media sites for
the
promotions.
This country
use mainly
digital
marketing and
banner for the
promotions.
Population These
things
define how
many
population
s are using
the Tingz
products
and their
perception
The increasing
rate for these
products
approximately
0.80%
This country
customers are
put their focus
on the Tingz
products. In
last two year
the percentage
of service
using goes
down to 2%
Most of the
customers are
based in this
country
(Holtbrügge
and Baron,
2013). The
30% are selling
of Tingz sweet
candy are
The selling of
Tingz product
is stable. For
example I last
year the selling
rate of tings is
305 and in
2016 the
selling rate of
this product is
6

about the
company.
coming from
this county.
raise by 33%
Market base/
target audience
This thing
describe
product
consumpti
on users.
In Latvia they
population of
younger are
less as
compare to
other country
so this product
is usually
consumed
bythe children
and elders.
Approximate
30% of
younger are
addicted to
Tingz product
(Raff, Ryan
and Stähler,
2012).
The Tingz
product market
is basically
based on the
youngster and
teenager. The
main role
behind this is
they like to try
new things so
they can use
most of the
quantity as
compare to
other person.
In this country
children and
the youngsters
are the main
user of this
product.
Competitions This
element
explains
the
competitor
s for the
Tingz
product
(Raff,
Ryan and
Stähler,
2012).
Yeezy boost
are the main
competitor for
company in
Latvia country.
This country
people like fish
ingredients in
the chocolates
so they
preferred other
candies (Gubik
and Karajz,
2014)(Gubik
and Karajz,
2014).
There are no
competitivenes
s for Tingz
company
launch their
candies in
strawberry and
chocolate
flavor so by
this they
reduce the
negative
impact of their
rivalry.
Same Yeeezy
boost and other
chocolate
candies are the
main
competitors for
the things
(Paksoy,
Pehlivan and
Kahraman,
2012).
Moreover, in
Luxembourg
people are
health
conscious so
7

they avoid to
use sweet item.
So this put the
negative
impact n the
sale of
products
The criteria behind selecting these organization
Tingz company chose major four country for their department. The major four countries are
like; Latvia country, Czech Republic, Luxembourg and Finland (Lee, Abosag and Kwak, 2012).
There are some reson which are as follows:
Transportation- The main reason to choose major four countries is the transportation system
is good enough so Tingz company can easily import and export their raw material and other
important things (Holtbrügge and Baron, 2013). In other had by good transportation they planing
and development department can easily promote tier new products and services.
Population- The second main reason is population. These country are famous for tour and
tourism. Due to this most of the youngster are come there so they can easily use these products
(Kaustia and Knüpfer 2012).
Government- The government is very helpful and for the manufacturing firm so they reduce
their taxes. By this company save some money and put it in other department.
Lesscompetitors- The competition in Finland, Luxembourger are less as compare to other
countries. So most of the people use Tingz products and services (Kim and et.al., 2012). By this
organization can easily raise their profit and raise their band image.
Reason behind selection the particular criteria
Tingz company divide their produces into six criteria and the main reason behind this is they
are the major points for knowing the current position of the competition and the products (GREEN
TINGZ SOUVENIR SEEDS LTD, 2016). There are some points which are as follows:
Standardization- This thing explain the actual standard of the product. For things some
country put their focus on customers demand and desire so some other country put their focus the
packing style of the candies (Solomon, 2014). By this these things company can easily identify the
all factors . So the planning and development department change all the things and make their
product best. For example, as per the review of Czech Republic country, change their packing style
and make them more attractive. After these things the selling of the candies increase by 15% and the
8

main reason behind this is people use this candies as gift items.
Population- It is the second major task by this organization select how much they have to
product for particular country (Raff, Ryan and Stähler, 2012). Further, it Also provides the
information of customers perception about the Tingz company.
Market base- Every country market base and target audiences is different form each other.
For example, some countries' department put their focus on teenagers so some department put their
focus on elders (Sandberg, 2013). Tingz company put their focus on teenagers and youngster.
Competitions- The main reason behind selecting this point in the criteria is by this company
identify their competitors so they change their management planing and strategies (Kunz and
Warren, 2011). For example, the main competitors are facing by the Tingz company is nowadays
the customers of UK become more health conscious, so they do not using the chocolates and
candies of Tingz company. Due to this Tingz company also produces sugar free candies for their
customers and raise the profit of the organization.
Promotion- These criteria is the main thing because people get the knowledge of new
product by this. So by applying innovative techniques company can easily sell their new products.
Moreover, things company use digital marketing, banner, newspaper, sandwich man and many other
things for the promotions activities. by adopting these things company can easily beat their
competitors and manages their brand images into whole over the world.
Critically evaluate the criteria of countries and the best country for the Tingz company
According to , Sandberg (2013) these four country like Finland, luxemberg etc are best for in
Tingz company . For example the environment of these countries are suitable and most of the tourist
come In this place. The transportation system is good enough so Tingz company can easily import
and export their goods and services (Lowe, George and Alexy, 2012). Moreover, the competition in
this country is less as compare to other countries. So all these factors are the main resown behind
selecting this country. The government policies for the manufacturing companies is reliable so they
reduce the tax. In other hand, as per Wang and Lestari (2013) all these four country employment
power is less so Tingz company provide a job opportunities to the people and reduce the rate of
unemployment (Kim and et.al., 2012). As per the all countries the best one is for Tingz company is
Latvia country and the reason behind this is approximately lots of teenagers are live their and for
tour and tourism country is good. So Tingz company gain approximately 40% profit for this
country.
CONCLUSION
From the above study, it is concluded that Tingz is one of the effective and innovative
9

product for the children and teenagers. Peppersmith, the producer of Tingz is operating its business
in various nations. Each nation has its own criteria with respect to the competition, population,
market segment, target audience and many more. Further, by adopting all latest technology firm can
easily maintain their standard and beat the competitive world. The selected criteria are the most
appropriate and as per the requirement of the product. On the other hand selected country is most
suitable for the market entry and distribution of Tingz. Moreover, by taking the feedback from the
employees and customers company can raise their capabilities and as per their reviews company
change their strategies. From the two options of bricks and clicks, firm needs to use clicks option
for better distribution of products and increasing its sales and profitability.
10

REFERENCES
Books and Journals
Kaustia, M. and Knüpfer, S., 2012. Peer performance and stock market entry. Journal of Financial
Economics. 104(2). pp.321-338.
Kramarz, F. and Skans, O.N., 2014. When strong ties are strong: Networks and youth labour market
entry. The Review of Economic Studies.
Hilmersson, M. and Jansson, H., 2012. Reducing uncertainty in the emerging market entry process:
on the relationship among international experiential knowledge, institutional distance, and
uncertainty. Journal of International Marketing. 20(4). pp.96-110.
Holtbrügge, D. and Baron, A., 2013. Market entry strategies in emerging markets: An institutional
study in the BRIC countries. Thunderbird International GREEN TINGZ SOUVENIR SEEDS
LTD. 2016Business Review. 55(3). pp.237-252.
Raff, H., Ryan, M. and Stähler, F., 2012. Firm Productivity and the Foreign‐Market Entry Decision.
Journal of Economics & Management Strategy. 21(3). pp.849-871.
Lee, J.W., Abosag, I. and Kwak, J., 2012. The role of networking and commitment in foreign
market entry process: Multinational corporations in the Chinese automobile industry.
International Business Review. 21(1). pp.27-39.
Gubik, A.S. and Karajz, S., 2014. The Choice of Foreign Market Entry Modes: The Role of
Resources and Industrial Driving Forces1. Entrepreneurial Business and Economics Review.
2(1). pp.49.
Wang, K.J. and Lestari, Y.D., 2013. Firm competencies on market entry success: Evidence from a
high-tech industry in an emerging market. Journal of Business Research. 66(12). pp.2444-
2450.
Sandberg, S., 2013. Emerging market entry node pattern and experiential knowledge of small and
medium-sized enterprises. International Marketing Review. 30(2). pp.106-129.
Lowe, M., George, G. and Alexy, O., 2012. Organizational identity and capability development in
internationalization: transference, splicing and enhanced imitation in Tesco’s US market
entry. Journal of Economic Geography.
Kunz, V.D. and Warren, L., 2011. From innovation to market entry: a strategic management model
for new technologies. Technology Analysis & Strategic Management. 23(4). pp.345-366.
Solomon, M.R., 2014. Consumer behavior: buying, having, and being. Engelwood Cliffs, NJ:
Prentice Hall.
Kim, Y., Lee, T.K. and Filipi, Z., 2012. Frequency domain power distribution strategy for series
11

hybrid electric vehicles. SAE International Journal of Alternative Powertrains. 1(1). pp.208-
218.
Paksoy, T., Pehlivan, N.Y. and Kahraman, C., 2012. Organizational strategy development in
distribution channel management using fuzzy AHP and hierarchical fuzzy TOPSIS. Expert
Systems with Applications. 39(3). pp.2822-2841.
Online
GREEN TINGZ SOUVENIR SEEDS LTD. 2016.[Online]. Available through:
<https://beta.companieshouse.gov.uk/company/07809335>. [Accessed on 4th May 2016].
12