International Marketing Case Study

INTERNATIONAL MARKETING
CASE STUDY

Table of Contents
INTRODUCTION.....................................................................................................................................2
QUESTIONS..............................................................................................................................................2
A- Explaining 2 viable market entry methods open to the firm outlining the advantages and
disadvantages...........................................................................................................................................2
B- Suggestions based on number of international marketing issues........................................................4
CONCLUSION..........................................................................................................................................8
REFERENCES..........................................................................................................................................9

INTRODUCTION
The present report is based on the case study that is of international marketing. The
chosen form of the report is S Annie’s that is a family owned producer that serves high quality
fashion shoes for woman. They’re working from last 70 years along with this they also have
turnover of euro 23 million per year. The report will explain about the two viable market entry
methods along with their advantages and disadvantages of each method. On the other hand, it
will also give the information about the number of marketing issues that are based upon the
product, price, distribution and communication indeed it will include different types of question
that has to be answered on the basis of market entry method.
QUESTIONS
A- Explaining 2 viable market entry methods open to the firm outlining the advantages and
disadvantages
The two viable market entry modes open to the farm are
 Non-equity modes
This mode is related to indirect and directs exporting, franchising and licensing. Mainly there
are so many types of companies that start their business by indirect exporting that is why
working through independent international intermediary (Zhang, Luo and Zhu, 2018). The
company can use this because it requires less investment the as in this the firm they do not
require any overseas marketing organization or networks. In this mode there is less risk. Under
the render seller can move to the direct exporting by handling their own exports. In the direct
export there is greater number of investment and risk in strategy but it also result in potential
return. The company can also conduct direct exporting in different ways and they all can also set
up domestic Department with leaves to carrying out different exporting activities. It also helps
the business at the time of free entry because it is conducted through a dealer and himself no
what the final price is given to the customer without taking any instructions from the seller or the
exporter.
Licensing is also another mode that the form can used at the time of market entry as it is very
simple way to enter international markets. The form can easily enters in an agreement with the