International Marketing: Market Opportunity Analysis and Marketing Plan

International Marketing
Management Marketing
Planning

Table of Contents
INTRODUCTION.................................................................................................................................3
Part A....................................................................................................................................................3
Market Opportunity analysis and market selection............................................................................3
Analysis of India and Pakistan’s IT market potential........................................................................4
Part B.....................................................................................................................................................8
Marketing plan..................................................................................................................................8
REFERENCES....................................................................................................................................13

INTRODUCTION
Business expansion is a strategic choice or option that is about to take competitive
advantage by entering into the new possible market. This report is based on the case study of
Eagle Eye Solution in respect to its business expansion practices. The organisation is among
the most emerging SME of United Kingdom. Company is currently associated with the
information technology sector that is denoted as the most emerging market or business
environment sector at a global level. This report will discuss about the possibility of the
business entity to expand in the new market place. Henceforth, report will emphasis over the
external business environment options of the business entity that can possible allow the
organisation to expand its operations. In such a manner PESTLE Analysis of countries like
India and Pakistan will be done to elaborate the different circumstances associated with the
business entity. Furthermore, report will emphasis over market entry and distribution channel
plan for the respective favourable country. Product or service plan will also development in
this part. Marketing communication plan is also a part of this study. Pricing decisions of the
respective business entity will also discuss under this project.
Part A
Market Opportunity analysis and market selection
The two alternative countries chosen here are India and Pakistan. And the market potential
will be studied by referring the IT sector of these two countries because here a chosen
company is a UK based emerging SME that is, Eagle eye solutions who is having a product
line in the IT sector and is best known for offering IT solutions to the citizens of United
Kingdom (Seetharaman, Cunha and Effah, 2019). Therefore this company will be going to
enter the market of India and Pakistan and will offer various IT solutions in these markets.
In the context of Indian IT market, it is highly growing and is expected to grow more by
2025. Both domestic and export revenue from this market is rising at a very high rate. It has a
potential growth for the upcoming many years in terms of generating revenue for the
business. Indian IT market is considered to be a hub for Digital skills. A huge of expenditure
is made into this sector for providing training to the workforce to create for filling vacancy

under this sector (Naim and Lenka, 2017). Also, this sector creates a lot of employment
opportunities in the job market of India. There are enough investment opportunities into this
sector as the country is heading towards becoming a digital economy in the world and this
idea is backed by country’s strength of having 75% of the digital talent of the world in the
country itself. Many companies are tying up with Indian IT companies in order to provide IT
solutions in the country by expanding their operations and making entry to the new market of
India (Soni, Chandra and Varma, 2020). It would be helpful for international firms in joining
hands with Indian IT firms in terms of reaping the benefits like, as Indian firms have their
centres for delivering their services across the world, Eagle eye can also get themselves
present those countries. Also, India has approximately 52% of the world market share in
exporting their IT services to different nations of the world. Thus Eagle eye could get all
these benefits if it will be commencing its operation in India by joining hands with Indian IT
firms.
On the contrary, there are higher expenses incurred on the procurement of labour force for the
companies into this sector as those who are eligible to be recruited under this industry are
highly skilled individuals and are demanding more compensation for their services rendered
(Sharma and Behl, 2020). There is high competition in the market leading to which there is a
reduced profit margins available for the companies into this sector as IT products and
services are provided at a competitive price.
Talking about Pakistan as an alternative choice of country of expansion for Eagle eye which
is also a growing economy in terms of providing IT solutions to their own country and
exporting the same to other nations of the world. But the Industry is not that attractive as of
India (Das, 2019). But in itself, IT industry of Pakistan is successful and growing at a very
higher pace compared to other sector of its economy.
On the other hand, it has been found many times that international IT firms are hesitate to
expand their operations in Pakistan due to lack of availability of labour force for the IT sector
in the country. Also, the country lacks in terms of attracting foreign investment in this sector.
Analysis of India and Pakistan’s IT market potential
Now with the help of PESTEL analysis techniques, the market potential and industry
potential of both of these two countries will be studied by stating various characteristics of IT
industry and market for the IT solutions in India and Pakistan. The study of the market for the
product like IT solutions will be performed through studying factors like market growth