International Marketing Strategy Analysis

This assignment requires you to formulate an international marketing strategy for a hypothetical company aiming to enter new global markets. The task involves identifying suitable target countries based on factors like demographics, consumer behavior, and economic conditions. You will need to segment these markets and develop tailored strategies considering cultural nuances and competitive landscapes. The analysis should also encompass branding considerations crucial for successful market penetration.

INTERNATIONAL MARKETING STUDENT NAME:
PROFESSOR NAME:
ASSIGNMENT NAME: INTERNATIONAL
MARKETING
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INTERNATIONAL MARKETING STUDENT NAME:
PROFESSOR NAME:
Table of contents
Introduction:....................................................................................................................................3
Task A:.............................................................................................................................................3
a) Market Selection:.........................................................................................................................3
b) Discussion:..................................................................................................................................4
c) Evaluation:...................................................................................................................................5
Task B:.............................................................................................................................................6
Option A: Bricks Strategy...............................................................................................................6
Option B: Clicks Strategy................................................................................................................7
Conclusion:......................................................................................................................................7
References:......................................................................................................................................9
Appendix:......................................................................................................................................10
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INTERNATIONAL MARKETING STUDENT NAME:
PROFESSOR NAME:
Introduction:
International Marketing, in general terms it is referred as the application of the important
principles applied in the marketing in more than one country. The main purpose of the
application of these principles is to identify the different needs, preferences, desires of the
consumers. After the identification process, various strategies are performed to fulfil the goals,
desires, and preferences of consumers across the globe. In this assignment, the reputed company
Pepper smith and their brand Tingz marketing aspects have been discussed. In the assignment, an
international market selection for the product and a detailed evaluation has been done. Further,
there has been a market entry and the distribution strategy has been discussed in detail.
Task A:
a) Market Selection:
Market selection is one of the most important aspects involved in Marketing. The entire market
selection process is based on proper detailed research and study of the targeted market done by
an expert research team. Various categories are involved in the market selection such as age,
gender, education, interests, influence, marital status all need to be aware of the targeted
audience (International - Pepper smith. 2016).
The company Pepper Smith is to come with its new product "Tingz''. The company will launch
its new product in its existing market on international levels. There has been Market selection is
one of the most important aspects involved in Marketing. The entire market selection process is
based on proper detailed research and study of the targeted market done by an expert research
team (Bhatt, Mehta & Sen, 2015). Various categories are involved in the market selection such
as demographics, behavioural, psychographic, geographic, environmental all need to be aware of
the targeted audience.
The company Pepper Smith is to come with its new product "Tingz''. The company will launch
its new product in its existing market on international levels. There has been a research done on
the market selection for the product launch (Gatewood, Field & Barrick, 2015). According to the
research, out of the company's huge international market coverage, some countries are been
shortlisted. The countries in which the company will launch its product will include Germany,
Japan, Belgium, and Turkey (Czinkota & Ronkainen, 2013).
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INTERNATIONAL MARKETING STUDENT NAME:
PROFESSOR NAME:
Since the company's vision is to come with the confectionary products that not only as per the
taste of consumer but their health should not be compromised. Thus all its products need to be in
taste and healthy. Therefore, the company as per its vision is coming up with the product Tingz.
This product will contain Xylitol. In general, terms Xylitol is a replacement created for the sweet
candies as it is derived naturally from the available sugar alternatives and the polyol (De Mooij,
2013). The taste of xylitol is similar to sugar for all the sweet tooth lovers and where health
factor is concerned, it is 40% lesser in calories as compared with the regular candies and gums.
As per the research, all the products containing the xylitol can help in reducing plaque and the
same has already been approved by the European Food Standards Authority (Dinnie, 2015).
The countries have been chosen in various categories such as age, gender, education, influence,
and interests. Age is the criteria as which age group of the population will prefer the product.
Gender is considered to identify a preference for both males' females according to their
requirement (Gatewood, Field & Barrick, 2015). Education factor is to see whether the methods
used by marketing are understood well by the consumers or not. Further, influence and interest
of the consumers are considered for the product demand.
b) Discussion:
All the criteria taken are very essential for the market selection. The demographic factors include
age, gender, income, education (Hennart & Slangen, 2015). The demographic factors of any
country help in studying the market structure and the product can be designed accordingly.
The Behavioural factor includes the purchase history, their store preferences, and their
impulsiveness attitude towards their purchases made. According to the behavioural factor the
consumer choices, their attitudes towards the quality of the products can be known. For example,
it can help the Pepper smith to identify their existing purchase or their history, which will help to
create the product accordingly (International - Peppersmith. 2016).
Psychographic factor includes the price sensitivity, brand preferences, purchase trends, attitudes,
and lifestyles. Once the lifestyle, attitude of the consumers is known, the Pepper Smith can set its
price accordingly (Johanson & Mattsson, 2015). The brand sensitivity clears about the attitudes
of the consumers about their brands. For example, whether the majority of a population is brand
conscious or not for their symbol or will go for the products if the same features are offered in a
different product at a cheaper rate.
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INTERNATIONAL MARKETING STUDENT NAME:
PROFESSOR NAME:
Further, the geographical factor states the influence made on the purchase as per the
geographical boundaries of the consumers (Kotler et al. 2015). The taste of the consumers gets
different according to their geographical boundaries. For example, Pepper smith might find
sweeter demand of taste in Germany while in France the consumers might look for less sweet
content.
Lastly, the criteria considered is the environmental factor, which comprises of the country of
residence of the consumer (Manova, Wei & Zhang, 2015). The management practices followed
in a particular region are identified and stated well. The practices of management can help the
company framing the organizational structure such as the recruitment of the employees, the
division of the work as per the skills, talents etc. The technology that can be applied in the
particular region also, the business culture can be easily determined according to the different
environments (Shapiro & Varian, 2013). For example, the company can identify whether the
products manufacturing can happen or where Pepper smith needs to do export or import the
product.
c) Evaluation:
France comprises more of youth, this launch of the company product Tingz that specially is
designed candies preference for the healthier people. As in the youth, which is, now more
concerned with their health issues, obesity (Manova, Wei & Zhang, 2015). This issue is solved
as the calories are reduced by 40 % in comparison with the regular candy. Germany comprises of
more of the elderly people as its population. In recent past, the country is experiencing the
migration of its citizens in huge number. Therefore, the majority of the population left comprise
of the elderly people (Gatewood, Field & Barrick, 2015). Therefore, the company has placed its
ranking as number 4. Further, according to behavioural factor the France leads as the people over
there are brand specific, so the company can establish itself easily and even set a huge price of
the product. Turkey and Belgium both not being brand specific the company should accordingly
choose the price category of it. The geographical factor states the launch of the product as the
market of the France being mature as compared to rest of the countries. Therefore, all the cities
and towns can easily be covered in France. In Turkey and Belgium, the company forecast its
coverage slowly in upcoming 3 yrs. Pepper smith would cover the Germany in 5 years in future.
Environmental factors decide the management culture, technology, practices of management
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INTERNATIONAL MARKETING STUDENT NAME:
PROFESSOR NAME:
applied. Therefore, the organizational hierarchy can easily be set accordingly (International -
Pepper smith. 2016).
Thus, the company according to its research has set its ranking as France being the number one
as it can expect a huge revenue from there. Turkey, being the second in the position where the
company can also expected steep growth. Belgium being third also shows the company an
appropriate growth as forecast. Lastly, being the Germany where the growth might be slower in
rate but still the company can expect a growth and outlook (refer to appendix).
Task B:
Option A: Bricks Strategy
According to the given scenario, the product Tingz would be distributed to the pharmacies and
the health food stores by the company known as Bricks as the first option. In this case, the
product will be available to the consumers through the shops or stores (Xu & Meyer, 2013).
Here, the product may be distributed through different channels like the wholesaler, and retailer.
Tingz is a product, which has a component called xylitol. This component has many properties,
which are beneficial for health (Johanson & Mattsson, 2015). It is a substitute of sugar and
people suffering from diabetes can be benefitted from it. Xylitol is also approved by many
dentists as it helps in the prevention of tooth decay. As the product, Tingz has so many medicinal
values it would be easy for the people to get the product at a medical store or at a place where
other health foods are available (Hennart & Slangen, 2015). In countries like Germany, France,
Belgium, and Turkey, people are inclined towards the health benefits of the products they are
using. For a product like Tingz, the people would readily use the product as it has so many health
benefits. In this case, of distribution, the product has to be distributed through different channels
(Czinkota & Ronkainen, 2013). The people may not be aware of the presence of the product in
the stores near them. Various promotional strategies can be adopted such as free distribution of
the samples. Small packages can be made at a cheap rate so that consumer can be made aware of
the product. Even across all the supermarket's promotional strategies such as contest games can
be conducted to make people aware. The distributors can club Tingz along with their products so
that the consumers are made aware of it. The Bricks will provide the smooth and easy flow of
distribution of the products to the Pepper Smith.
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INTERNATIONAL MARKETING STUDENT NAME:
PROFESSOR NAME:
Option B: Clicks Strategy
In the second option, the distribution will be done through clicks, which shall distribute the
product online on a local shopping website (Gatewood, Field & Barrick, 2015). In countries like
Germany, France, Belgium, and Turkey, the people are well acquainted with the internet
facilities and online shopping. In this case, the distribution needs not to be done through a long
channel. The products can directly be made available on the website. The description of the
product can be provided on the website as well (Hennart & Slangen, 2015). The health benefits
can be highlighted when the buyer or viewer clicks on the product. The advertisement for this
product will be easier for the online sales as it can be done through popup or blinking texts on
the website. In today's world where people always run short of time, they hardly have any time to
go and get stuff from the market (Bhatt, Mehta & Sen, 2015). In that case, it is very convenient
for the people to go for online shopping.
Hence, analyzing both the situations it can be said that the second option of giving the
distribution to clicks can be considered the matter of primary focus. As with the influence of
digital era in today's , world the company can easily see a boost in revenue at a much faster speed
in less amount of time (Gatewood, Field & Barrick, 2015). Similarly, with the help of E - market
the company can advertise itself well through various social media groups, which will help reach
the masses easily. The company can even take feedback of the consumers and can take required
necessary actions.
Conclusion:
In the above assignment, it is concluded that International Marketing, all the concepts of the
international marketing are discussed. The essential principles of the international marketing
have been stated. Pepper smith the company vision aims and its product Tingz with the specialty
component Xylitol that helps in reducing calories and cavity plaque especially amongst the
children. As nowadays, people are more concerned with the health issues, Obesity amongst the
youth. Therefore, Tingz will deal with such issues of the people as it provides both taste and
health in its product. In this assignment, it is discussed that the market segmentation of the
product of the company launches itself in the four countries, which are France, Turkey, Belgium,
and Germany. In the International Markets, the company has chosen these countries based on
various essential categories. Further, in this assignment the company's market entry and
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INTERNATIONAL MARKETING STUDENT NAME:
PROFESSOR NAME:
discussion strategy has been discussed in detail. The company will opt for the Bricks, which will
distribute the products on all the pharmaceutical stores and the supermarkets easily. Then the
company has chosen the clicks in which the company which will sell its product online both via
local equivalent and Amazon as a bigger platform.
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INTERNATIONAL MARKETING STUDENT NAME:
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References:
Bhatt, N. A., Mehta, H. S., & Sen, D. J. (2015). CHEWING GUM AND BUBBLE GUM: THE
WONDERS OF GUM BASE.
Czinkota, M. R., & Ronkainen, I. A. (2013). International marketing. Cengage Learning.
De Mooij, M. (2013). Global marketing and advertising: Understanding cultural paradoxes.
Sage Publications.
Dinnie, K. (2015). Nation branding: concepts, issues, practice. Routledge.
Gatewood, R., Feild, H. S., & Barrick, M. (2015). Human resource selection. Nelson Education.
Hennart, J. F., & Slangen, A. H. (2015). Yes, we really do need more entry mode studies! A
commentary on Shaver. Journal of International Business Studies, 46(1), 114-122.
International - Peppersmith. (2016). Peppersmith. Retrieved 12 December 2016, from
https://www.peppersmith.co.uk/international/
Johanson, J., & Mattsson, L. G. (2015). Internationalisation in industrial systems—a network
approach. In Knowledge, Networks and Power (pp. 111-132). Palgrave Macmillan UK.
Kotler, P., Burton, S., Deans, K., Brown, L., & Armstrong, G. (2015). Marketing. Pearson
Higher Education AU.
Manova, K., Wei, S. J., & Zhang, Z. (2015). Firm exports and multinational activity under credit
constraints. Review of Economics and Statistics, 97(3), 574-588.
Shapiro, C., & Varian, H. R. (2013). Information rules: a strategic guide to the network
economy. Harvard Business Press.
Xu, D., & Meyer, K. E. (2013). Linking theory and context:‘Strategy research in emerging
economies’ after Wright et al.(2005). Journal of Management Studies, 50(7), 1322-1346.
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INTERNATIONAL MARKETING STUDENT NAME:
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Appendix:
1. Market segmentation:
Cou
ntrie
s to
be
targe
ted
Demograp
hic
Behav
ioural
Psychogra
phic
Geographi
c
Environme
ntal
R
a
n
k
Fran
ce
Comprise
of mostly
young
people
Prefer
expen
sive
produ
cts
Brand
sensitive
Major
cities,
towns
covered
Advanced
business
management
1
Turk
ey
Population
comprises
of mix i.e.
all age
groups
Prefer
B
catego
ry of
produ
cts
Will look
for other
substitutes
Major
cities and
small
cities
Availability
of
technology
2
Belgi
um
Population
comprises
of mix i.e.
all age
groups
Look
for
substit
utes
Not brand
specific
Major
cities,
Small
cities
Managemen
t practices
3
Ger
man
y
Comprise
of more of
elderly
people
Look
for
inexpe
nsive
produ
cts
Extremely
Price
sensitive
Some
cities
Availability
of natural
resources
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Table 1: Market segmentation
(Source: Hennart & Slangen, 2015).
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