Implications of International Marketing Strategy for Kickerco Company

Marketing
International Marketing
21 FEBRUARY 2019

INTERNATIONAL MARKETING 1
KICKERCO COMPANY
Formal Brief
A brief of implications of the proposed international marketing strategy for the company
Kickerco has been presented as follows.
Some of the significant arguments that justify the case of international marketing for the
company are the protection against the economic downturns, market expansion, enhanced
brand reputation, increased competitive advantage, and large base of consumers among
others (Morgan, Feng and Whitler, 2018).
However, these are in addition to certain risks. The country risk, statutory risks, political
risks, pricing risk, financial, exchange rate and interest risk are the key issues faced in
international marketing scenario. The same can be countered by the formulation of an
effective marketing strategy on the pillars of research and resources of the entity. In addition,
a financial feasibility report must be drafted together with the cost analysis, considering the
effects of wages, transport, transfer pricing, anti-dumping laws, inflation rates and other
incidental factors (Gillespie and Riddle, 2015).
In order to explore the opportunities internationally, the first step that must be taken is to
conduct a research with respect to key areas such as the long-run household and business
penetration rate, consumer’s preferences, nature and market share of competitors. In addition,
an analysis of the cultural and demographical background is vital.
Some of the methods that can be adopted by the company Kickerco to expand trade
internationally are the direct exporting, franchising, licensing, joint ventures, partnership, or
acquisition of a local company. The pros, cons and requirements of each of the means are
required to be carefully analysed.

INTERNATIONAL MARKETING 2
KICKERCO COMPANY
Report
Over the years, the global boundary less world has led to a number of opportunities and
challenges for the entities. The following report is aimed to aid the senior management of the
company Kickerco, in developing an international marketing plan. The report is divided into
sections, to enable the managers to gain a better understanding of key areas involved.
Features of International Markets
A number of distinctive characteristics together constitute the international markets. The first
key feature is the geographical specialisation leading to the separation of the producers and
the customers. While every country is specialised in certain natural resources and incidental
services, there lies an opportunity to take the trade further beyond a region, to new customers.
While the producers and buyers are geographically separated, long chains of middlemen
comprised of indent houses, foreign exchange banks, clearing and forwarding agent in
relation to export and import are an essential part of the international trade (Morschett,
Schramm-Klein and Zentes, 2015).
Another key feature is the existence of international competition and International rules and
regulations. There is an intense competition in terms of quality, design, advertisement, cost,
packing and other elements (Kotler, Burton, Deans, Brown and Armstrong, 2015). The same
must be within the framework of reporting and compliance requirements of the international
statues and the local statutes of the destination country.
In addition, some other feature of international markets are the mutually acceptable
currencies, role of the government, technology, logistics facilities, value and volume of trade,
and likewise.
Operational Considerations of International Market Strategy
The first operational consideration is to choose the mode of entry in the international market
and the budget for the same. The decision should be based upon the strategic importance,
competition, strengths of local resources, and the level of regulations and deregulations in the
country. The choice of mode of entry is significant for the risk, return and control.
The next set of operational consideration is based on the environment of the company. The
factors like the political stability, ease of doing trade, population dynamics such as GDP,
inflation rate, unemployment rate; social and cultural practices, demographical trends, health