International Business: Evolving with Globalisation and Marketing Strategy

International business

Table of Contents
INTRODUCTION................................................................................................................................3
Critical Analysis...................................................................................................................................3
1. How the selected product/service has evolved with globalisation since it was introduced to the
local market, and identify and explain the current global trends that may affect the selected
product/service in the next 5 years..................................................................................................3
2. International market research to show the window of opportunity towards the product in the
proposed international market.........................................................................................................4
3. Identify the existing consumer behaviour towards the competitive products in the proposed
international market and demonstrate the window of opportunity for the planned product/service.
.........................................................................................................................................................6
4. Based on your findings from Q2 and Q3 develop the most suitable marketing strategy
(objective setting to implementation) to exploit the identified opportunity. ..................................7
CONCLUSION....................................................................................................................................8
REFERENCES.....................................................................................................................................9

INTRODUCTION
Every organisation wants to access international market for their globalise their business. IT
is not easy to access international market as it requires a deep level of knowledge and skills.
(Chatterjee, 2020). Kambi Group PLC, a gaming firm dealing with B2B and B2C clients
headquartered in UK. With its rise in operating services they are being now targeting international
market. This report includes evolvement with globalisation, international market research,
consumer behaviour and marketing strategy. This report gives a brief knowledge about
international market and their impact on business. The chosen firm have many competitors such as
Bet 365, GTVC holdings etc. To deal with their rivals they conduct brainstorming session for
effective decisions making.
Critical Analysis
Kambi Group PLC, a gaming company which deals and provide gaming accessories as well
as services such as hardware, software etc. to B2B & B2C clients. They also deals in software and
hardware platforms with front to end UI, risk management and currently focusing on artificial
intelligence. The company have around 863 employees who work to achieve goals and objectives.
They are developing and expanding their services at both national & international level. Moreover,
they raised $27.9 in 2020. With their stable business and high quality of services they have been
able to maintain positive relationship and strong network connections. The report focuses on how it
can access international market as well as evolve with globalisation. The PLC has surpasses break
even point and keeps their profit margin high (HR, 2020).
1. How the selected product/service has evolved with globalisation since it was introduced to the
local market, and identify and explain the current global trends that may affect the selected
product/service in the next 5 years
Kambi group PLC is planning to launch themselves in India, this nation is emerging as
leading and fastest growing economies and can turn out of be attractive international marketplace
for respective entity for higher growth and profitability. Kambi group PLC is looking forward to
make their entry in country market segment with their Sportsbook and technology services in order
to effectively enhance gamification and sports betting experience with innovation and creativity.
Online sports betting evolved in the year 1996, with globalisation this become very quick
and popular among local masses. It continuously sees attractive innovation and significantly
evolved with every passing year (The Evolution of Online Sports Betting Since it Began in 1996.
2020). Due to the increase in online betting popularity throughout the early 21st century, there is
significant increase in number of sites. However, there are various global trends that are affecting
Sportsbook and technology services along with sports betting experience such as rise of mobile