International Marketing Management

This presentation discusses international marketing management and covers topics such as evaluating international marketing research techniques, methods of entering the market, choice of distribution channels, and identifying a target market for a new product.

International Marketing Management,
Entrepreneurship and Innovation

TABLE OF CONTENT
 Introduction
 Evaluate international marketing research techniques for a chosen market
 Methods of choice for entering market place
 Choice of distribution channels for export of identified products / services
 Identify & evaluate a target market for new product and selection of market segment
 Conclusion
 References

INTRODUCTION
 International marketing can be referred to as the
procedure of application of marketing techniques as
well as principles on a worldwide scale with a view
to enhance the market share of organisation.

EVALUATE INTERNATIONAL MARKETING
RESEARCH TECHNIQUES FOR A CHOSEN
MARKET
 The ways to carry out international marketing
research are identified to be Desk Research and
Survey Research.
 Hereby, the former seeks to collect data by way of
documentary sources or other types of published and
unpublished sources.
 .

DESK RESEARCH
 This is a type of method which is
being used by the company in order
to research for the market trends by
sitting in the office itself.
 The desk here means to research for
the relevant topic and the market
trends going currently in the market.

SURVEY RESEARCH
Under this type of method, a survey is conducted
by the company and the people appointed for
survey goes from place to place and asks for
people about their views and thinking relating to
the research topic.

METHODS OF CHOICE FOR
ENTERING MARKET PLACE
There can be various market entry strategies that can be effectively adopted by
GREGGS PLC to enter successfully in the market of UAE with its gluten free and organic
offerings. Such strategies are discussed below:-
Franchising Joint Venture Partnering

FRANCHISING
This is a method of expanding in the foreign
market in which the company provides its
rights and patent to other company who can
run the business of the company offering the
rights.

JOINT VENTURE
This is another form of entry to international
market under which two or more business
comes together for a specific purpose and as the
purpose is fulfilled the venture comes to an end.

PARTNERING
This is a method under which two or more people
comes together and start a business by employing
equal amount of capital.

Choice of distribution channels for export
of identified products / services
 The management of GREGGS PLC has decided to
export the organic and gluten free bakery offerings
by making use of indirect exporting strategy.
 Hereby, the services of an Agent would be used who
would charge them commission in return of the
services provided by them.

INDIRECT EXPORTING STRATEGY
This is a strategy under which the good and services
are sold to the immediate intermediary and they in turn
sells the goods further to either directly to the
consumer or to the importing wholesalers.

Identify & evaluate a target market for
new product and selection of market
segment
 As GREGGS PLC is entering UAE, it is
important for the firm to identify as well as
evaluate the target market segment to capitalise
upon.
 For this purpose, the corporation has made use
of STP model presented as follows:-

CONTINUE
Segmentation: behavioural (user, ex-user etc)
Targeting: health conscious people of UAE
Positioning: will be done on the basis of quality
and price aspects

SEGMENTATION
This is defined as segregating the consumers in
different segments on basis of some common
characteristics and traits.
The major segment used here is behavioural.

TARGETING
This is defined as targeting a particular segment which
is best suited in accordance with the qualities of the
goods.
The major target here is the health consciousness
among people of UAE

POSITIONING
 This is method of positioning the product among
the target consumers so that they came to know
about the product and services provided by the
company.
 The positioning will be done o basis of quality
and prices.

CONCLUSION
 From the above presentation it is assumed that marketing is very essential for the
company to market its product in new market.
 Also this presentation discussed about the different ways of marketing research like
desk research and survey research.
 Further the presentation outlined the different modes of entering in to new market like
franchise, joint venture and many other.

REFERENCES
 Akaka, M. A., Vargo, S. L. and Lusch, R. F., 2013. The complexity of context: A
service ecosystems approach for international marketing. Journal of International
Marketing. 21(4). pp.1-20.
 Baker, M. J. and Saren, M. eds., 2016. Marketing theory: a student text. Sage.
 Beck, J. T., Chapman, K. and Palmatier, R. W., 2015. Understanding relationship
marketing and loyalty program effectiveness in global markets. Journal of
International Marketing. 23(3). pp.1-21.