International Marketing Management: Expanding MI Phones in Germany

This report discusses international marketing management and the expansion of MI Phones in Germany. It covers the evolution of mobile phones, current global trends, international market research, and developing a marketing strategy to exploit the identified opportunity.

International
Marketing
Management
(IMM)

INTRODUCTION
International marketing refers to a framework of the marketing mix elements in more
than one country by the organizations overseas and the around the national borders. It is the
extension of the firm local market strategy and paid proper attention on the targeting, decision,
identification on an international level. Management is an activity of controlling the things and
the person. In this international marketing management refers to the controlling and managing all
the elements of the marketing mix in different countries by the companies (Kaufmann, Czinkota
and Zakrzewski,2015). This report is based on the MI phones that are an electronic company,
headquartered in Beijing. This company has to expand their business in Germany with their
newly developed product that is offered in the local market. This company can deals in varieties
of products like smart phones, mobiles, bags, shoes, laptops etc. It shows the current global
trends that effects the business products and services in the next five years and at the same time
develop an international market research to examine the various opportunities for products in the
global market. It gives the knowledge related to the prevailing consumer behaviour about the
competitive products and maintains the opportunities towards the products and services. At last
make a marketing plan that helps in exploit the identified opportunity so that firm may earns high
profits.
Explain product/service has evolved with globalization since it was introduced into the local
market and identify current global trends that affect the product/ service in next 5 years
Evolution of mobile phones
The journey of mobile phones is started as a wireless phone and it was first invented in
1940. It covers various stages that show the whole journey of the mobile phones. It can be shown
below:
 The first ever mobile phone is portable and a keypad style phones. At this time
consumers are very much comfortable with these phones and enjoy communicating with
their close ones and sending the message. It can only be used to communicate through
calling or message (Keegan, 2017).

 But when the time passes it is to be innovative as consumers need smart phones that do
everything like clicking pictures, sending snaps, taking videos, conference calls etc any
more. All this features related to mobile phones are very trending globally and create a
massive demand as there are many competitors are present who innovating the phones
and come in the market to attract the customers and earns profits.
 In 21st century people are more addicted to using mobile phones and they regularly try
new and innovative phones that pass the variety of features. In this MI is the best choice
for the consumers as they offers a latest feature phones on a suitable and reasonable price.
It is very effective to expand their business in Germany to attracts the customers and
increase their profits.
Current global trends that affects the business product in next five years
Global trends helps in ensuring that the company is ready for the future and also
understanding the various forces that it may face in the future and for this proving guidance to
take advantage of these opportunities (Michaelidou and et. al., 2015). In this Jaguar can
understand the various forces that helps in maintaining their brand image into the future and also
create lots of opportunities by using current global trends that can be explained below.
 Artificial intelligence – This feature captures and penetrates the whole cell phone world.
In this they installed the feature in the mobile device that helps the human being as a
human as they do all the work which is possible to the robot in the mobile phones. As
they expand their business in Germany and this country is the large technology
advancement country where people adopted new technologies very easily. This trend is
very helpful for the firm to capture the large market in the Germany.
 Holographic features – In this trending world people wants something new that attracts
their eyes to buy that products. in next five years this holographic phones can capture the
large market share in this it looks like a 3D glass that does need special glass to see and
do work on them. As Germany adopting the latest technology very easily and also MI
sales their phones on a reasonable price that attracts the customers to buy this product
that is high quality with low cost.
 Increasing mobile payments - Because of Covid-19 present in the whole world because
of this people are more conscious about to do an online transaction instead of offline

transactions. Due to this feature covers the large market in the Germany as they show the
cashless society with lots of cash (Tan and Sousa, 2015).
Carry out international market research to show the opportunity towards the products in
international market
International market research refers to the systematic process of collection, recording,
designing, interpretation and reporting the data and information on a particular product or
service. It shows the opportunities that are present in the worldwide market by the company
products. In context of MI they expand their business with their new phones in Germany. For
this a manger of the company can research the whole market in Germany to analyse the product
acceptance in the market. in this they need to examine the customer taste and preferences. In this
organisation also need to examine the consumer spending on the mobile phones. To examine the
opportunities for enhancement of the business manager it is very important to research the
market that can be shown below.
 Technological advancement– As Germany is the technology advancement country in
the world that adopts and captures the latest technology very rapidly. Here, mi is entering
into the market of Germany with their new technology phone that contains low cost. It is
a holographic with 5G phones in a reasonable price. It will create a great opportunity for
the firm as they attracts the large consumer base with their new technology as they are
also not familiar with the MI brand. To familiar with their brand they purchase and due to
this company enhance its profits and sales in the marketplace (Hüttner, 2018).
 Policies of a country– Countries policy play an important role in mobile sector in a way
that a government of the country is supportive to the globalization so that firm may earns
a high amount of profits and sales in the new market. Due to BREXIT occur many
European countries may affected and their consumer spending also affected due to this it
place an great opportunity for the MI in Germany as they sale their high technology
phone in a reasonable price so that they attracts large customer base within a short period
of time.

Identifying the existing consumer behaviour towards the competitive product in the proposed
international market along with demonstrating the window of opportunity for planned product or
service.
Consumer behaviour is a term that refers to the study of individual groups and organizations.
Consumer behaviour refers to all the activities associated with the buying, sale, utilize and
procurement of offerings by the consumers of a particular marketplace. the study of consumer
behaviour and the activities conducted by organization in order to understand the buying
behaviour of people of a particular market is important because every individual and the
geographical location in which the organization operates are different. People belonging to
different geographical locations have different mentalities and belongs to different backgrounds
which has a large impact on the purchasing for buying decisions of people (Quelch, 2017).
Therefore it is very important that the entity conducts research in order to understand the
behaviour of consumers of the potential and competitive market in which they are entering with
their competitive product. MI is entering the market of Germany with their mobile phones. MI
needs to recognize the existing consumer behaviour towards the products and services they are
offering for identifying the window of opportunity in order to enter the particular market. With
the study of buyer’s activities in the market of Germany the company MI can you search for
appropriate marketing strategies and techniques for attracting the largest total of general public
towards their offerings and change them into potential buyers. In model to develop effective
expansion plans and marketing strategies MI needs to conduct consumer behaviour research for
knowing the needs and more importantly the mindsets of potential consumers in Germany in
relation with their products (Murphy, 2015). Opportunities which are raised after understanding
the consumers behaviour of Germany by MI are as follows:
 Durable and affordable goods- One of the strongest and the strengthening factors
associated with MI and its offerings is it wise durable and affordable goods to people.
The consumer trends and consumer behaviour as shows that the individuals are attracted
towards the mobile phones which are developed with updated technologies and are
affordable and durable. MI mostly focuses over providing most durable goods to the
middle and the lower segment of the society as to provide phones produced by are
affordable and long lasting. The consumer trend from the Germany marketplace shows
that it is an opportunity for MI to expand their business in the Germany market as the

consumers are seeking and showing interest in buying affordable durable and updated
technology mobile phones (Papadopoulos, Banna and Murphy, 2017).
 Updated technology- The market and business of electronics and more specifically in
the mobile phone industry is evolving and it has been evolving since the very beginning.
The updated technologies and advanced software’s is entering the market on a very
regular basis. Mobile phones are considered to be e as a basic need of an individual
around the globe. The consumer behaviour is now where days states that all the
individuals are focusing towards buying updated technology mobile phones which
provide them is and concerts of accessing everything on their mobile screens in just a
click. The market of Germany also stores the purchasing decisions of consumers in
mobile phone segments is concentrated towards updated technology mobiles rather than
old technology.
Based on the findings in above section developing the most suitable marketing strategy for
exploiting the identified opportunity.
Marketing is an activity which is conducted by organizations and companies of different sizes
and the sectors for trending words about destruction services in the market and reaching to the
targeted audience in the most attractive and potential manners. Marketing is one of the most
important strategy and part of organizational business plan because it allows the entity to grab
the attention of the targeted audience and develop an effective brand image in eyes of the people
in the respective marketplace (Mogaji, 2016). For developing the most effective marketing
strategy the use of marketing mix tool is done by MI. The marketing mix tool has four elements
that are product, price, place and promotion. These four areas are excluded by the company for
or developing effective tactical strategies in order to expand their business and market its
products in Germany in the most enriching and potential manager.
 Product- From the analysis of current trends market opportunities and consumer
behaviour it has been identified by the company that mobile phones are the most effective
and potential product through which company can enter the international marketplace of
journey. Therefore MI is focusing on expanding its business in Germany which initially
just offering their mobile phones. The company produces and sell mobile phones which
are developed with the help of the upgraded technologies and durable for longer period.

 Price- As known that MI is famous for providing durable goods to the people affordable
prices. Pricing factor of the company provides it a competitive edge as it make use of
most advanced technologies for developing its mobile phones and provide them to the
public in very affordable prices which helps it to become a competitive leader in the
market from other brands (Tianand et. al., 2018).
 Place- The organisation MI is headquarter in Beijing and serves too many large markets
such as India. The entity is planning to move International and crystal larger customer
base it is entering the international market of Germany. The organisation has its online
presence in Germany but now planning to expand its business with their physical Store
offering there updated and best affordable mobile phones.
 Promotion- The very important factor of a marketing mix strategy is of promotion which
allows the organisation to take effective and most potential tools in promoting its
offerings and services in the marketplace. Marketing and promotion are interlinked and
MI promotes its goods with highlighting its strength of providing the most affordable and
durable updated technology mobile phones in the market. Promotional tools which are
used by MI and which are most suitable for it reach to targeted audience in Germany is
social media platforms (Kamboj and Rahman, 2015). The increasing digitalization and
advancement in technology is provides a potential tool to the businesses and that is social
media platforms. With the help of social media accounts m I can reach to the largest
targeted audience and others in a very small time and by investing a very low amount.
This promotion strategy is most suitable for it as the company is entering the market of
Germany for the first time with their physical stores and rendering information to people
with the help of social media is a cost effective and very productive solution.
CONCLUSION
The report above is developed in favour of international marketing management and it
includes that International market and business environment is rapidly fluctuating and changing.
The organizations need to develop effective market research before entering any international
market and also have to undertake effective marketing strategies in order to promote the
offerings and reaching to the maximum customers in the most potential way.