International Marketing

RUNNING HEAD: International Marketing
International Marketing
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International Marketing 1
Contents
Introduction......................................................................................................................................1
Company Analysis...........................................................................................................................1
International Market Entry Strategy................................................................................................1
Recommendation for Future Development.....................................................................................2
Implementation Plan....................................................................................................................2
Recommendation.........................................................................................................................3
Conclusion.......................................................................................................................................5
References........................................................................................................................................6

International Marketing 2
Introduction
The purpose of this report is to enlighten the reader about the introduction of new dairy product
line for the Anchor Company. The company is aiming to introduce Anchor buttermilk product in
the target market. Further, below mentioned is the market entry recommendation for the new
product along with future development opportunities as well. More details about the report are
discussed below:
Company Analysis
The company Anchor was originated in the year 1886 in New Zealand as a source of pure
goodness. Anchor has currently covered 130 years in providing good old dairy product in the
market. Further, the company is present in 80 nations worldwide and serve more 160 products as
well. The organization works with an aim to provide pure and rich quality dairy products in the
market and strive to champion human potential for the growth of the company. The company
offers various products like butter and spreads, fresh milk, yoghurt and dairy, powders etc. and
the company has various brand working under them naming Zero Lacto, Protein+, Uno and
CalciYum. Along with this, Anchor also provides nutritional help through its blog (Anchor,
2019).
International Market Entry Strategy
The company should make use of Joint Venture strategy in the market to grow and promote the
product in the Indian target market. Strategic joint venture business strategy refers to the
business strategy that initiates a business agreement between two companies to work together
and achieve specific goals in the target market. Under this case, the company Anchor should tie
up with another domestic organization of India based in any industry to initiate its business
actions in Indian dairy market. Strategic joint venture does not need to be permanent as it offers
the advantage to the companies to maintain their independence and identity as individual
companies while working together in the same market (Yan, & Luo, 2016). Under this type of
scheme, the foreign organization gains the advantage to capture the international market using
the brand reputation of the domestic company present in the target market. The companies get to