Report on International Marketing of Dellinger Australia

Running head: INTERNATIONAL MARKETING
International Marketing
Student’s name:
Name of the university:
Author’s note:

1INTERNATIONAL MARKETING
Executive Summary
This report highlights the international marketing of Dellinger Australia and GoCycle. Dellinger
Australia is going to enter Asia Pacific region and GoCycle is going to enter emerging African
region. In addition, Dellinger Australia is taking the exporting technique to enter the market,
whereas, GoCycle is going to take contract manufacturing technique. In this report, the market
segmentation of the target market has been explained. Dellinger Australia is chosen demographic
segmentation and GoCycle is chosen psychographic segmentation. In addition, value
propositions of the two organisations have been given. Marketing mix of the two chosen
organisations has been provided. In addition, market segmentation of demographic and lifestyle
segmentation have been given with measurable, accessible and actionable. Finally, sufficient
contrast of the two chosen organisations has been provided to show the effective market
segmentation.

2INTERNATIONAL MARKETING
Table of Contents
Introduction......................................................................................................................................3
Overview of two chosen organisations............................................................................................3
1. Rationale, theoretical assessment of problem of international marketing...................................4
a. Market entry.............................................................................................................................4
b. International expansion............................................................................................................4
c. Emerging markets....................................................................................................................5
2. Technical assessment of positioning and market fit requirements..............................................5
a. Target Customer.......................................................................................................................5
b. Value proposition.....................................................................................................................6
c. Marketing mix..........................................................................................................................7
3. Effective use of characteristic segmentation requirements.........................................................9
a. Demographic variable..............................................................................................................9
b. Lifestyle segmentation...........................................................................................................10
Conclusion.....................................................................................................................................11
Reference List................................................................................................................................12

3INTERNATIONAL MARKETING
Introduction
Brands and their products that originate in a country are accepted in other countries as
well. Consumers have now many options to choose from the similar products in a market
(Papadopoulos & Heslop, 2014). Companies need to ensure that the offered products must be
affordable and high quality. In this report, risks, rationale and technical requirements of market
selection and market entry consideration, as well as market and positioning statement, are given.
In this report, two electric bikes companies are chosen to show the contrast of market selection
and market segmentation choices.
Overview of two chosen organisations
Dillenger started its business in the year 2007 by the founders of a small Aussie-based
engineering firm. This organisation started to build a custom bike and e-bike was the hobby
project of this business (Dillengerelectricbikes.com.au, 2018). Now Dillenger is a registered
company in Queensland, Australia and it is selling limited models of e-bikes. Sometimes, the
production of the e-bikes takes the back seat when they develop the new engineered models.
GoCycle is an e-bike product manufactured by Karbon Kinetics Limited. GoCycle was
established by Richard Thrope in the year 2002 and he once had worked for McLaren
(Gocyclecom, 2018). Richard Thrope had knowledge in making lightweight racing car and he
used his enthusiasm to make lightweight and excellent e-bikes. The best feature of this e-bike is
that the riders can fold up the bicycles and carry in a case. The maximum sales of these e-bikes
are done in Europe.