International Marketing Assessment 2

This report covers a case study about Sannies, a family-owned business which produces high-quality shoes for women and is trying to expand their business. It provides different marketing issues related to branding, elements for the product, pricing issues, distribution channel centre logistical issues with the advantages and disadvantages of communication and promotional methods.

Marketing
Assessment 2

TABLE OF CONTENT
INTRODUCTION...............................................................................................................................3
MAIN BODY.......................................................................................................................................3
PRODUCT.......................................................................................................................................3
Branding issues will the firm have to deal with before entering any European market.....................3
What elements of the product will need to be adapted for European markets?.................................4
Price..................................................................................................................................................5
What increased costs will the company face should they decide to develop their presence in a
particular country?............................................................................................................................5
What pricing issues will the firm have to address should they decide to enter..................................5
Distribution......................................................................................................................................6
What logistical issues would the firm have to consider should they decide to enter an emerging
market in Eastern Europe?................................................................................................................6
What are the advantages of developing their online presence compared to opening a flagship
store?.................................................................................................................................................7
Communication................................................................................................................................7
Advantages and disadvantages of the three promotional options being discussed – expanded sales
team, digital influencer, sponsorship.................................................................................................7
Which other promotional method would you recommend to the firm, outline your reasons for this
choice................................................................................................................................................9
CONCLUSION....................................................................................................................................9
REFERENCES..................................................................................................................................10

INTRODUCTION
International marketing provides general applications for the marketing principles in
different organisations and companies in one or another country. This is generally the trading
of goods and services from one country to another globally. This is mainly the re-concealing
of different operational levels and their working with general global objectives. Some of the
major elements in international marketing service product, communication, infrastructure and
different inbound and outbound marketing. It plays an important role in making the countries
closer in all the understanding and economic needs and also maintain a cooperative relation
between them with a constructive economy and their general commercial activities. This is
the most extension of business in a global market and also to manage the competition in the
new market segments with effective operational purposes. This report will cover case study
about Sannies a family-owned business which produce high-quality of shoes for women
which is further trying to expand their business (Altbach, 2017). In this report there will be
provided different marketing issues related to branding, elements for the product, pricing
issues. Further it will also cover the distribution channel centre logistical issues with the
advantages and disadvantages of communication and promotional methods.
MAIN BODY
PRODUCT
Branding issues will the firm have to deal with before entering any European market
Globalisation used to give different opportunities to the business practices to increase
their customer experience and also to vast their business approach in different areas. Some of
the major issues which is being seen in branding while entering in any of the European
market are like:
 Adoption of technology: As in all the countries that used to have different spectrum
of technology which usually being difficult for the company to expand their business
in another international branding (Aluisio, and et. al., 2017). With emerging market
conditions there is being seen that all the determining preferences of technology in
regional areas which is variably different from all the eight segments which used to
create a difficulty in all the areas and for the expansion of European market it is
important to have a well-equipped knowledge about the product branding to the
technology which is quite expensive in different countries and segments.

 Non- Awareness about product: This is mainly a major difficulty as the customers to
whom the company want to connect is not being aware about the other products and
their brands. In order to expand in the international market and in European countries
the company usually face a difficulty to make the customers rely on the products and
the brands which they are selling as there are immense seem kind of products which
are being available in their home countries with their home brands.
 Legal obstacles for branding: For managing immense growth of the product in the
European market it is important to have a proper marketing campaign for the product
that is being launched by them. This used to be a difficulty as every country have their
own legal implications which are being applied on them. And on expansion and
globalisation there is being required to follow all the illegal structures in the methods
which are being given in the country for managing their effective global brand image
(Aouadi, Arouri, and Roubaud, 2018).
 In accurate brand awareness: For the expansion of product in the European market it
is quite difficult for the companies to manage their brand awareness in a proper
manner as there usually have different insights and experience regarding their
inaccuracies of the product with mouth publicity or in some other regions and the
customers usually do not rely on the products and the branding of other countries
easily so this is mainly issue which is being faced by the companies while expanding
their business.
What elements of the product will need to be adapted for European markets?
In order to adapt the products in the range in market there are some important
implications which are needed to be applied they are like: It is important to analyse the choices of the audience and the requirements which
they want products. In this the company will have to focus on the trending areas
and mostly used kind of products which is being needed in that international
market. They should focus on all the current chain trends and the customers by
focusing on the requirements and their choices (Zhang, Wu, and Chen, 2018).
 Details about their product with a proper translation of the features and the content
that has been required to the customers which implies that in all the international
market language barrier is the main issue because of which the customers won’t
be able to express or communicate their needs. So, there can be seen that in all the
European market the company should focus on providing all the details about the

product and features in all the languages and also to apply effective strategies for
communicating with their customers.
 Labelling, packaging should be in such attractive manner that it should attract the
customers to buy the product and also make a better connection with the potential
customer and segments.
 All the qualities which are being so by the company should be of optimum level
so the customer should rely on them to buy the product again and they should
focus on providing the premium range and better-quality facilities to their
customers for their products.
Price
What increased costs will the company face should they decide to develop their presence in a
particular country?
In order to develop the presence in a European market the company will have to adapt
some important pricing methods. As in order to manage and set up the company in Europe
and market there will be a lot of expenditure which will be required and different pricing
strategies will be adopted by the company (Brochado, and Oliveira, 2018). As there is being
seen to enter in a new market some of the major factors is the economic factor as all the other
countries have their different currency their GDP rate and their investment techniques
through which the pricing will thereby be affected. In order to manage the effective business
in the corporation the company will have to focus on managing with all die pricing policies
which is being adopted by the European market. They will have to focus on all the tariffs and
the export fees which will be a major issue other than that there will be also the other payroll
and compliances which they will have to adapt according to the European countries and their
market. For effectively managing all the immigration challenges there increase cost will be
faced with the changing countries and their effective compliances.
What pricing issues will the firm have to address should they decide to enter
In order to enter in a European market there are some pricing issues which the firm
will have to manage as according to the following:
 Mature western European market: The company will have to manage all the pricing
according to the products and services as they will have to value and provide a
cheapest price so as to maintain their positioning in the market as in comparison to
mature companies. There are already customers who are being loyal towards certain
competitive companies so the company in order to manage their position in the

market will have to focus on providing the optimum pricing and quality on the same
time. The major issue which would be facing stiff competition as a customer usually
being attracted with the pricing policy and the industry will have to manage their
benchmarking for the general pricing. The company will have to face the issue
regarding to the loyalty of customers and the competitive advancement in the Europe
in market while dealing with the pricing(Wong, 2021).
 Emerging eastern European market: In order to enter in such markets the company
will have to focus on providing the pricing according to the new set up and launch and
for that they will have to manage and focus on the traditional components of proper
pricing regarding to the market demand, competition and the cost for the customers
and also with that they will have to manage the custom fees, tariffs, fluctuation in the
currencies, transaction cost and all other areas as it will be the emerging new
company (El Ghoul, and et. al., 2021). The company will have to face and also will
have to focus on addressing some of the major cost-plus methods through which they
will be able to connect with the exporters and also with the marginal cost pricing so as
to maintain the competitive methods in the market entry. There will be some issues
they will address like business travel expenses international postage, training charges,
commissions and general consultant regarding to the production modification and
packaging.
Distribution
What logistical issues would the firm have to consider should they decide to enter an
emerging market in Eastern Europe?
Logistical issues are mainly the distribution issues which the company is used to face
when the general strategy and the management is not been made in a proper manner. Some of
the major logistic challenges which the European market will face or like:
 Fuel cost: This is generally the major issue which is being seen in the launching a
product in international market as higher the fuel prices that will automatically
increase the transportation cost in the other country and will affect the logistics.
 Business process improvement: In order to enter in the emerging market in Eastern
Europe countries there will be seen major challenges for the logistic as to maintain the
business for process to be with optimum new technologies through which they can

implement and adopt the on boarding methods and also the value and cost with
increased.
 Economy: Major issue logistic will face in the emerging market of Europe will be the
credit crisis and other inflationary demands with the high fuel cost. This will affect
the decline in demand and the additional capacities of the companies.
 Government regulations: There will be seen that while managing the distribution
from one place to the another and exporting the products through international market
segments there will be compliant for the regulation which will create all the local in
the federal authorities to be avoided with the rules and regulations that create a major
issue in it.
What are the advantages of developing their online presence compared to opening a flagship
store?
In comparison to flagship stores the major advantages of online presence development
of all the European market will thereby be get larger audience can be connected and all the
computer files in public will be reach to the larger audience. They will be seen that customers
can easily access the products and get all the details and will be able to know about the
authenticity. It can be seen that the online is the most important medium through which the
management can effectively be framed. There is analysed that all the online platforms can
easily being rendered and there is been settled up that the online will help to gain more
customers on international level and will manage to promote the products in expanded
mediums (Hollender, Zapkau, and Schwens, 2017). This will also create a trust on the
customers regarding the product and the company. It will also manage the pre-advertisement
of the product and also build the brand image by distributing it to different portion and
channel payment the logistic to be enhanced. This will also add in comparison to flagship
stores will manage to have review section in Feedback which general management and the
company will able to further analysed and also in implementing strategies and connect with
the customers in speedy manner.
Communication
Advantages and disadvantages of the three promotional options being discussed – expanded
sales team, digital influencer, sponsorship
Some of the major advantages of extended sales team are like:

 All the extended sales team helps out to manage better engagement and a stronger
relationship in the international markets and also helps out to frame a proper accurate
buyers for the company.
 Extended sales teams helps out to manage the better marketing materials and also
helps in increasing the revenues by staying with the competitive areas in a peak
manner.
Disadvantages
 Some of the major disadvantage and drawback is there will be a cross functional
selling as a communication which is being made frequently created some time a big
messed up situations.
 If the extended sales team do not make any personal interactions that will create an
issue of the large customer base and will also create a disconnection between them.
Advantage of digital influencers
 It helps out to create a brand awareness of the product in the international market
and also create a trust and credibility in the customers.
 It helps in managing and increasing sales and also to create a long-term
partnership with content strategy in the international market segments and areas
(Murali, and et. al., 2019).
Disadvantage
 If there is no proper digital influencer that will affect the company’s image in
the international market and that will also take the time in effort of the brand.
 It is difficult in European market to manage and measure the results of the
influencers and it involves high risk.
Advantage of sponsorship
 It helps out to gain more investment and returns and also build a strong business
relation in the European market.
 It creates an expansion in the content strategy and also provide a positive reputation of
the company along with it generate a proper leading strategy through which sales of
goals can be managed.
Disadvantage

 There will be a times a loss of control due to the Sponsor usually ask some of the
general questions through which the control can thereby be effected. It also lost
credibility if there is a lack of proper sponsorship.
 There is in voluntary endorsement that can be seen in all the sponsorship and
events which can thereby affect the company’s image and working.
Which other promotional method would you recommend to the firm, outline your reasons for
this choice
It can be recommended that in order to manage affective promotion to expand the
business for European market there are some important methods which are like:
 Advertisement which is being required in order to maintain the effective
communication and also to manage the service, products and the ideas. Advertisement
helps to promote the product and it is an important tool as it makes the customers
aware about the new branding and functions of the emerging company.
 Direct marketing involves Intermediate trees through which delivery of message
regarding the launching of new companies and products are being established. This is
generally the most tremendous growth which helps out to manage and connect with
different companies and also to manage direct mails, telemarketing and other methods
through which customers can be connected easily(Panibratov, 2017).
 Public relations these are generally the interactions which are being made by the
customers, stakeholders and the employees it helps out to maintain the functions
through which the publicity of the product in the company can be managed and it also
helps to maintain the corporate image with the guy and management and general
public issues.
 Social media platform is important source as in the today’s time it creates a terminus
growth and is the emergent platform for promotional activities. There is being seen
that all the European market used to be connected with the social platforms. There are
several sites like Instagram, Facebook, Snapchat which can be used in order to
promote the product in the company.

CONCLUSION
From this above report it is concluded that international market used to help out in
implicating and managing trades in goods and services and also to manage the operational
level with general global objectives. It helps out to create a cooperative relation through
which economic needs are being considered. Some of the major branding issues are like
adoption of technology, legal obstacles for branding. Further it is also concluded that some of
the major pricing issues can be due to the cost-plus method, custom fees and tariff. In the
major logistical issues are like business process improvement, fuel cost and the government
regulations.
REFERENCES
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