Consumer-Centred International Marketing
Added on 2020-01-07
13 Pages3302 Words189 Views
Design and CreativityPolitical Science
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International Marketing
Table of ContentsINTRODUCTION...........................................................................................................................3EXECUTIVE SUMMARY.............................................................................................................3BACKGROUND.............................................................................................................................3PESTEL Analyses..................................................................................................................3Porter's five force....................................................................................................................5Terrorism Threat.....................................................................................................................6Market Entry strategies...........................................................................................................6Marketing mix decisions........................................................................................................7CONCLUSION ...............................................................................................................................8REFERENCES..............................................................................................................................10
INTRODUCTIONInternational marketing refers to the exchange of goods and services beyond the nationalboundaries. It is a multinational process of marketing concept like planning, execution,promotional tools and distribution of goods and services to their customers. The present report isrelated with the River Island which can a clothing retailer in United Kingdom (Fletcher andCrawford, 2013). As per the given case study company wants to expand their business in toMalaysia. In this regard, environmental analysis is conducted with the application of appropriatemodels such as porter five force model and other related. In addition to this, terrorism threats isanalysed with respect to selected country. Moreover, marketing mix has been applied to start theoperation of the business into the new market.EXECUTIVE SUMMARYAs an international business organisation, there are various issues which affect theirinternational marketing at the global level. Therefore, it is required for Multinational Corporationto analyze factors such as cultural, political, economical etc. in the international market. It isrequired to develop strategies accordingly to attain their long term goals and objectives. Thepresent report is based on River Island which is a fashionable retail chain in United Kingdom andoperate their business across the globe. There are two types of approached which can be used bythe company in order to expand their business. The first concepts is called proactive stimuliwhich is related with the why company going to expand their business due to its productadvantage, uniqueness of products etc. On the other hand, Reactive stimuli related with the whenfirm's are facing challenges in order to sustain in the market due to competitive pressure,overproduction, etc. in the context of River Island the firm's is expand their market due todecrease in the market share and their competitive pressure. This report is related with the research on how a company can expand their business inMalaysia. Therefore, River Island need to develop appropriate strategies and market strategieswhich can help to provide sustainable growth to their enterprise. River Island is going to use anappropriate market entry strategies in the context of Malaysia company can use greenfieldinvestment or franchising in order to expand their market.
BACKGROUNDPorter's five forceIt is important for a multinational corporation to analyses their competitive position in themarket and what competitive forces can affects its business operations in the near future. Porter'sfive force model help to River Island in to order to determine their competitive force in Malaysiamarket which can help to make their long term decision (Cadogan, 2012). Competitive rivalry: This is one of the major component in the five force model whichis related with the number of competitors in the market. Therefore, River Island required that tocareful analyses and evaluate competitors capabilities which are equally offers attractiveproducts and services. It is important for business unit is that, there are limited rival companiesin Malaysia which can provide help to offer their products to their target market. Bargaining power of suppliers: It is another element of competitive force model it isalso provide provide benefit to the company. Because, there are large number of suppliers in theSouth-est Asian region which can provide option in order to buy row materials and otherproducts. There are various country like India, China where they can import their row materialand components which can reducing the bargaining power of their suppliers and providecompetitive advantage for River Island (Evers, Andersson and Hannibal,2 012). Bargaining power of customers: This force look at the bargaining power of buyerswhich can affects price and quality. If there are large number of sellers in the market, it canincrease the bargaining power of customer. In the context of River island, there are limited sellerin the market which can less impact on the competitive position of the company. Threats of new entrants: Malaysia is a growing market for multinational companieswhich can attract more and more company in this industry. Apart from that, there are domesticcompanies as well which can also having large impact on the business and its profitability. Threat of substitute products: River Island is retail firm's which offer wide range ofclothing with unique design to its customers (Cavusgil and Cavusgil, 2012). But, in Malaysiathere are various local vendors which can offer same range of products at the lower price whichcan reducing the competitive position in the market.
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