INTERNATIONAL MARKETING1 Executive summary Cure fit is known as the latest campaign that offers an offline and digital experience. It encourages customers to become more healthy and engaging generations regarding brand loyalty built by Curefit. It also supports the organization to increase revenue and executed clearly to craft the strategies of marketing. This report analyzes the target market for the Curefit to build a strong community and brand loyalty. The effective market for the organization will be Germany to expand the business by licensing and franchising.
INTERNATIONAL MARKETING2 Table of Contents Executive summary.........................................................................................................................1 Introduction......................................................................................................................................3 STP analysis.....................................................................................................................................3 Target market...............................................................................................................................3 PESTLE analysis..........................................................................................................................4 Analysis of competitors...............................................................................................................5 SWOT analysis............................................................................................................................5 Market entry mode...........................................................................................................................6 Selection of market processes......................................................................................................7 The attractiveness of market........................................................................................................7 Internal analysis...........................................................................................................................7 External environment analysis.....................................................................................................9 Marketing mix.................................................................................................................................9 Conclusion and recommendations.................................................................................................10 Bibliography..................................................................................................................................12
INTERNATIONAL MARKETING3 Introduction In 2016, Cure fit was co-founded by Mukesh Bansal with Ankit Nagori. It is known as the fitness and well-being start-up. It has under its umbrella are eat. fit, mind. Fit and care. Fit. It offers offline and digital experience in nutrition, fitness, and mental well-being. It has raised more than $170 million within the operation of the first two years. It has launched the sportswear brand Cultsport on 05 September 2019. It will offer the apparel that is functional for formats of workout like gym, running, and field training. STP analysis The market segmentation of Germany presents that the food processing organization markets its sustainable food products within the selected market. Curefit by market segmentation and different approaches will solve the issues and effectively implement the strategy of growth. Different approaches will also help the Curefit to segment the target market. The target market of Cure fit will be based on the defined geographic boundary like interests, values, and preferences of Germany. The population of Germany likes healthy food and enough capable to pay the high prices. Curefit will divide the market of Germany by variables like gender, age, and size of family,levelofeducation,income,occupation,andmore.Asperthepsychographic segmentation organization will focus on the intrinsic characteristics that Germany customer has. The characteristic will be ranged from interest, personalities, values, attitudes, subconscious, conscious, lifestyles, motivators, and opinions. According to the behavioral approach of the Curefit, it will break down the ways in which customers go by process of decision making and buying. The attitude of the organization to the brand will be based on the knowledge and behavioral examples. Target market People in Germany have the highest levels of education. This is known as the mass society of customers. Customers in Germany like to learn more about similar products and features. Customers of Germany are known as the most demanding around the globe. Customer also likes to pay more for the best quality. Customers hold confidence at a high level and online shopping has become a norm within Germany and the European nations. Customers are opened to
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INTERNATIONAL MARKETING4 international organizations' products. Customers within the German market are loyal to a good brand that maintains quality (Wang, 2016). It will support the Curefit to get the more population as a permanent customer and discover the process to determine the decision of purchase. Organizationswillservewithintheselectedmarketsegmentsandmarketniches.The organization will depend on the socio-ecological consciousness of customers (Xu, & Hong, 2012). The organization within Germany will target the groups that are activated to consume the sustainable products of food. Cure fit believes that sustainable products with services will support to develop and enlarged the new group of customers. The target market of Germany is not dominated by the price but seized by the quality products and services that dominant the positioning strategy. This analysis helps the Curefit to look at the demographic factors like income, age, geographical, and attitudinal factors that have an interest in a foreign culture and behavioral factors. Cure fit will focus more on young people as they like to maintain health at a high level. Segmenting the market according to the perspective of customers and industry will help the Curefit to internationalize processes. PESTLE analysis The environment of business is divided into five different layers. The organization is surrounded by markets and competitors. It will help to analyze the future growth of Curefit more effectively. Germany has a strong federal republic that divided within the municipalities and states as final responsibilitiesliewiththefederalgovernmentthatalsopresentsthesetupofa robust democracy. Elections within Germany are transparent and fair. Decisions are relevant and made according to the European level. It also minimizes the ecological footprint. It also perceived the rates and regulations of tax as the problematic factors to do the business. The economy of Germany is known as the largest economy in the globe regarding PPP terms. It is also known as innovation-driven. It is stable within regular economic difficulties. Curefit will get enough support as financing is cheap because of the low rates of interest. Economic policies lower the rates of corporate tax. People in Germany spend a huge amount of health and education. The labor within Germany has good productivity. In 2011, this nation has gotten 9thrank in the high human development index. Organizations in Germany are focusing more on innovation and spending a huge amount on research and development. Curefit will adopt the latest technologies at the organization level. This nation has a sophisticated infrastructure of technology to grow the
INTERNATIONAL MARKETING5 ICT sector. Germany has an independent judicial system with the levels of state and central court hierarchy. This nation has a comprehensive legal structure. Justice administration is divided within the branches like financial, social, administrative, and ordinary. This nation has a strong environmental record compare to other nations that industrialized (Maekelburger, Schwens, & Kabst, 2012). Germany has phased out nuclear power plants use. This analysis will help the Curefit to get effective results within the market. Analysis of competitors The market in Germany is more attractive. Organizations in Germany deliver effective and quality services to customers. It is the largest segment within the industry. Germany is known as the third importer and exporter of agricultural products and food. The demand for the food additives market is driven to address the complexities of the supply chain. There is concern that has grown about health as aging people are driving the market for additives of the natural food market within the European region. Organizations in Germany follow the clean labels and declinethechemicaladditivesdemand.ThemarketwithinGermanyissegmentedby Antioxidants, fat replacers, and others. The food additives find main applications within the dairy and frozen products, seafood products, and savory snacks. The main players within the market are DuPont, Cargill, Roquette, Fragrances, and many more. Organizations adopt the strategies regarding new product launches, acquisition, and improve the capacity to meet the growing requirements of customers to drive demand (Stoian, Rialp, & Dimitratos, 2017). SWOT analysis Strength Product and services of Curefit have good quality. This organization provides unique products compare to others and people in Germany will experience good taste with quality. Products of the organization are hygiene and contain effective nutrition that is good for health. Weakness For Curefit it will be the first nation to enter as there is a lack of experience that will support to learn. It works in an Asian country and entering the European nation with a lack of market knowledge.
INTERNATIONAL MARKETING6 Opportunities According to the research people in Germany have become more conscious about health and increasing internationally. Curefit has enough capability to satisfy the customers' needs within a respected and unique way as a good opportunity. Threat Competition in Germany is very high. This will be difficult for the Curefit to stable its position within the highly competitive market. It will be a threat to the organization whether customers will move to the organization or not. Market entry mode It is very important to analyze the foreign market to enter and make a decision (Shaver, 2013). It will be important for the organization to prefer entry modes like franchising and licensing. The organization will get fast entry with low cost, risk and increase the exposure. This will also support the Curefit to achieve a huge amount of success with a good share of the market. Curefit will receive instant recognition with consumers through built-in support of advertising and marketing. The organization will become more capable to reach new consumers without the expense of developing a new channel of distribution. Competitive market strategy There is higher competition for the existing organizations within Germany. This also depends on the existing manufacturer's difficulties level. It preset high level of obstacles for the Curefit. Competition with the existing organization will present a threat for the existing organizations to decrease the shares of the market. The war of prices will also lead to lower profits. Businesses within Germany are enough capable of purchase and sale contracts in advance compare to the selection and approval of vendor lists regarding production competence, quality, price, and capability of delivery. The consumption trend of customers is a healthy food that includes low sodium, sugar, and high vitamins. Buyers within Germany can influence the Curefit to decrease the price and enhance the product quality. This will present the power of buyers over the manufacturer. There is a large availability of substitutes within the market of Germany. It will be
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INTERNATIONAL MARKETING7 very important for the organization to stand in the market with quality products and services (Sittel, Jain, Stock, 2014). Selection of market processes The selected market for the market screening process will be depending on the analysis. This processwillbebasedontheweightedpercentageregardingpolitical,economic,social, technological, environmental, and legal with a scaling system that is related to every nation different situations like setting standards to translate the market data with an actual, comparable, and measurable performance (Gupta, 2013). The most attractive nation will be in Germany. Attractiveness of market This is measured by the specific market potential value. This includes the market growth rate, long-term profit, and short term profit. Different weight with percentage is relevant to translate the data of the market. The market in Germany is more attractive. Both of these are attractive due to the low psychic distance. These are the best choices for the organization, in reality, when comes to effective geographical and social connections and benefits at an economic level. The culture of these nations also plays an effective role to understand the behavior of customers (Indris, & Primiana, 2015). Internal analysis Value chain analysis Internal analysis is known as the exploration of organization competency, competitive viability, and cost position within the market. Value chain analysis is known as the strategic tool used to analyze the activities of the internal firm (Davies, & Harvey, 2013). The objective is to analyze the activities and provide a competitive advantage. Porter's value chain analysis will be used for internal analysis of Cure fit. This is divided into two parts known as activities like primary and support. Value creation added the values that lead to a competitive advantage. It creates higher profitability for the organization. This kind of analysis will support to analyze the internal factors within a structured way (Onuonga, 2014).
INTERNATIONAL MARKETING8 Primary activities of Porter's value chain analysis will enable us to look at the inbound logistics, outbound logistics, internal operations, marketing, sales processes and services that are helpful. Cure fit tries to make the inbound activities easy for an individual to lead a healthy lifestyle across physical fitness, food, mental well-being, and primary healthcare by a singular platform. It drives the philosophy of preventive healthcare by coaching, engagement, and delivery through the combination of channels like offline and online operations. Outbound logistics becomes possible by uncompromised services of customers and critical technologies. Marketing and sales of the Cure fit include the network of retail distribution, health and care centers, foods and convenient outlets. It provides home delivery services to customers to serve more effectively (Lopéz-Blanco, & Chacón, 2013). According to porter value, chain analysis supporting activities are procurement, infrastructure, technological development, and human resource management. The organization main product is healthy food. There are almost 1100 employees are employed in Curefit. It focuses to develop a healthy lifestyle. This has the objective to deliver new-age solutions across mental wellness and food fitness. It has the business mantra known to be better every day. The food delivery arm of Cure fit caters to reach the customers with healthy food. The business scale has grown that also grewthefoodpackagingrequirements.Thesystematicapproachof packaginghelpsthe organization to provide the solution of 360-degree food packaging which includes reduced costs,
INTERNATIONAL MARKETING9 timely delivery, visibility of supply chain, and assured quality. It has led the organization to deliver more than 35000 packaged meals every day. The production process of the organization contains effective and natural quality ingredients (Beringer, Jonas, & Gemünden, 2012). External environment analysis Hofstede's culture dimensions theory proposed the dimensions with cultural values and analyzed uncertainty avoidance, masculinity feminity, and power distance. It is also known as the cross- cultural communication framework. This is a framework that supports to analyze the framework globally and inspired the many cross-cultural values. This also enables to identify the implication on business (Navarro-García, Arenas-Gaitán, & Rondán-Cataluña, 2014). As per the result of Hofstede's culture dimension India has a higher value regarding power distance compared to other nations. This present that Cure fit should start their business in Germany. India holds less value compared to the other nations regarding the individualism factor. The score of Germany is high compare to other nations. This nation has full support to fill the individual objectives of its foreign worker while working in Germany. This nation follows the culture of low context. This nation within the workplace follows the culture of direct communication. This nation separates their work from friendship compare to India. Masculinity, indulgence, and orientation in the long term hold low differences among nations. People of India focus on work and have less leisure time (Milovanovic, & Wittine, 2014). People of German have a low score within indulgence that also represents the low uncertainty. The people of German also hold high standardization within the working and high aversion of risk. Individuals plan their work with effective planning and punctuality. These will be the positive factors to shape the Curefit as an effective global organization by trading. Marketing mix Product According to the strategy of Curefit, it has 10 percent adaption and proposes to maintain the concept of offering quality products and services. It will be accompanied by fast and friendly services. This will be also important for the organization to develop the flavor for food and drink according to the German taste. The organization will include products within the menu to keep innovation according to the trend and season.
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INTERNATIONAL MARKETING10 Price This is important for the Curefit to enter the German market according to the competition based pricing. The prices will be similar to ensure that the price will go with the positioning of the high-quality offer. Place The products of the Curefit are made with fresh and natural products. This will enable the organization to supply the people with the strict rule of place (Choi, & Parsa, 2012). This will be also important for the organization to locate the areas with circulation. Promotion To promote the Curefit it will use effective methods of promotion. Big boards will be placed around the organization to create awareness and curiosity. The organization by the support of the private event will gain high brand awareness with expectations. Process Curefit will do business activities with the support of franchising and licensing. The organization will start the community website to design the customer’s suggestions and feedback. Physical evidence Curefit will start to provide the information regarding the products, businesses, partnerships, and opportunities of career on its website. The organization will use its permanent logo to stay unchanged regarding its origin and altered to adjust the international sensibilities. People The organization will work with the element of marketing strategy and pay the attention to the fact of the single decision and policy that carried within a particular way. Conclusion and recommendations In the limelight of the discussion, it can be concluded that the Curefit plan with the integrated strategies will support to experiment with the activities for creating brand awareness and increase
INTERNATIONAL MARKETING11 the loyalty of customers. Activities with the objectives will support to reach the broader audience to increase the awareness about the brand by promoting the increased sales and products. Engagement with the willing community also helps to gain more knowledge about the market of Germany and maximize the base of customers. The organization will make more awareness about the brand to deliver the right message to customers and perceive the combination of many touch points. It will become more imperative for the Curefit as the new organization in Germany to familiarize and educate the customers about the brand.
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