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Assignment for International Marketing
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Added on 2019-12-04
Assignment for International Marketing
Added on 2019-12-04
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International Marketing
TABLE OF CONTENTSINTRODUCTION...........................................................................................................................1TASK A...........................................................................................................................................1Market Selection.....................................................................................................................1Choice of criteria....................................................................................................................4Critical evaluation of the chosen countries............................................................................5TASK B...........................................................................................................................................6Market entry and distribution strategy...................................................................................6CONCLUSION................................................................................................................................8REFERENCES................................................................................................................................9
INTRODUCTIONInternational marketing is a vital process for each enterprise to largely extend its servicesat a global level by using an advanced formulation of transportation and communication services.It basically refers to an extrinsic dealing of the firms to transact outside their domestic arena ofthe business. An international business is however a fruitful consideration for each firm with anassured aspect of attaining a definite progression in the future (Demangeot, Broderick and Craig,2015). The present report is based on a similar conception to articulate the marketing strategiesof Peppersmith Company. In this, the firm is presently looking for a successful enlargement oftheir prevalent products and services into some extrinsic locations at an international level.Peppersmith Company was primarily founded in the year of 2009 by two of its founders namedDan Shrimpton and Mike Stevens with huge manufacturing products of mints and chewing gumwith a variety of range into each of their sections. TASK AMarket SelectionA global marketing is a significant procedure which not only benefits the firms who areprimarily opting for it, but an international growth and expansion largely enhances the prevalentstate of the nations. However, market selection is yet another crucial factor where the firm isduly responsible to conduct some apt level of research into various mandate arenas with a needbase of making a suitable choice of a new market. It is to effectively accredit some majorrelevant factors of addressing the prevailing modulations of a chosen market by togetheracknowledging the existing preferences of their customers (Kitchen, 2016). Peppersmith iscurrently opting for an international expansion of their business, especially into one of its famous“go dental” range of product with a varied section of Tingz sugar-free sweets. It has essentially targeted the main customer segment of kids with a separated corner ofconfectionery market for children with a tooth friendly product of Tingz. Peppersmith istherefore looking for four major countries where they can successfully launch their products byaccrediting all its related factors to determine the GDP rate, population, per capita income andsome existent preferences of their customer's, etc. However, it together recommends analysingthe cited firm about any existing competitors at that peculiar location with their strong presenceand various strategic movements of marketing (Virvilaite, Seinauskiene and Sestokiene, 2015).1
With a similar perspective, Peppersmith has opted for four major countries of France, Belgium,Norway and Denmark with some below ascertained criteria:Criterion-basedFranceBelgiumNorwayDenmarkRate of GDP42, 503.30 USDin 201346, 877.99 USDin 2013100, 818.50 USDin 201359, 831.70 USDin 2013Population of Kids(0-14 years of age)18.7%Male- 6,337,877Female-6,053,18515.6%Male- 830,980Female- 797,62418.2%Male- 480, 176Female- 456, 12817%Male- 485, 115Female- 460, 682Per capita Income$35, 700estimated in2013$37, 800estimated in 2013$55, 400estimated in 2013$37, 800estimated in 2013ContendersNestle andBarcelFerrara CandyCo. and YildizHoldingOrkla GroupTomsInternationalThe above statistical data will help Peppersmith company to effectually focus upon itsmajor targeted area of kids by successfully operating with a strategic plan to meet theirrespective preferences. However, a strategic planning for a global expansion primarily requiresthe cited firm to evaluate its present strategies of business activities by together comparing it tothe outer requisitions of their chosen market areas (Eimermann, 2015). Therefore, to initiate witha suitable comparison, Peppersmith is required to produce a relevant report of its own attributesto specify some of its major optimistic properties along with some of its counter drawbacks.Swot analysis is recommended to be a significant tool to scrutinize the four main facets of thecited firm as mentioned below:Strengths- The major strength of Peppersmith is regarded to be the optimistic formulationof its two main operators where they have efficiently discovered some relevant materialsto be used in manufacturing their products. Therefore, the genuine sense of serving theircustomers is referred to be a huge capability of Peppersmith to attract more number ofcustomers towards their goods and services. 2
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