International Marketing Macro and Micro Factors

International Marketing

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Analysis of macro and micro factors that are having impact on the retail market...........1
1.2 Evaluation of market potential to include an identified shortlist of markets with potential
................................................................................................................................................3
1.3 Clear and identified screening criteria for selecting two recommended markets with clear
justification for selecting these markets.................................................................................4
1.4 A recommended and justified market entry strategy to take Next PLC into these markets
................................................................................................................................................5
1.5 Marketing mix for the proposed market...........................................................................6
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

ILLUSTRATION INDEX
Illustration 1: Macro and Micro factors...........................................................................................2

INTRODUCTION
International or global marketing occurs when organization plans to expand its product
line and services on international basis. This helps in increasing its target market, opportunities,
market share, etc. It has the biggest barrier that is competition. In this report, the firm selected is
Next PLC which is a British multinational company of clothing, footwear and home products
(Czinkota and Ronkainen, 2012). Next PLC is looking for international expansion to boost its
highly-profitable online sales over the coming years. This report will guide Next PLC to have the
best international market for expansion.
TASK 1
1.1 Analysis of macro and micro factors that are having impact on the retail market
Macro factors shape the organization to perform their business. This factor includes
various elements like technology, government, climate, culture, interest rates, foreign
competition, exchange rate etc. (Doole and Lowe, 2008) In order to understand the macro
factors, tool of PESTEL analysis can be used which is as follows:
Illustration 1: Macro and Micro factors
(Source: Background to PESTEL analysis, 2014)
 Technological factor: This helps in developing new products for companies of retail but
it also plays a vital role in changing the way of doing business. Technology
improvements like internet have enhanced more shopping options to the customers
1