International Marketing: Market Opportunity Analysis and Marketing Plan

This report discusses the market opportunity analysis and marketing plan for expanding operations in the international market. It includes a comparison of India and Pakistan's IT market potential, along with a marketing plan to achieve a sales growth of 20% for the next three years.

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

potential, market demand for IT solutions, prevailing completion and who would be the
potential target customers for the Eagle eye Company.
Comparative PESTEL analysis of India and Pakistan IT market
Factors
affecting
operating
environment of
the company
India Pakistan
Political
factors
Political system of India is quite
stable, have better relations with
other powerful nations of the
world, where government owned
companies are the major provider
of IT projects to IT firms of the
country. But the stability of the
market can be anytime degraded
due to the war issues with enemy
country that is, Pakistan.
Governmental policies applicable
on IT firms and industry is
nothing making it one of the
challenging sector. Higher tariffs
on imports, overhead costs
(Avgerou and Walsham, eds.,
2017). Now Pakistan Software
Export Board has been created to
encourage growth in software
exports in the country. But for
now a policy for IT companies
and overall industry meant for
providing five year tax holiday
has been implemented.
Economic
factor
Financial crisis in the recent times
has led to reduction in the IT
spending by many firms both at
domestic and international level,
which means curb in the demand
for IT solutions (Raju and Rao,
2020). There are chances of
currency fluctuation where
strengthening of Indian rupee
against other currencies leads to
reduction in the profitability of
Less support from government in
terms of export and import taxes
reliefs. No major role in providing
employment due to lack of IT
education in the country. Low
governmental spending for this
sector is another cause of
backwardness of this industry.

Indian firms.
Social factors Software experts and technical
labours are comfortably able to
speak English language and also
there are many colleges and
universities providing IT
education all over the country,
therefore sufficient IT staff
available across the nation
(Benitez, Llorens and Braojos,
2018).
Lack of IT education across the
nations due to non-availability of
facilities such as Universities,
colleges and institutions for
providing both training and
education.
Technological
factors
India has good command over
technological products due to
which new IT solutions are
emerging in the market every day,
thus creating potential opportunity
for future business.
Technically IT industry is not so
developed in Pakistan due to lack
of trained staff, no available
standards for technical
performance, lack of availability
of tools and components
necessary for technical
development.
Environmental
factors
Resource depletion in terms of
aquifer depletion and
overconsumption of resources
while competing in the market is a
major cause of concern.
Already a resource deficient
country can’t manage with the
further overconsumption and
wastage of resources (Mahambare
and Dhanaraj, 2019).
Legal factors A separate law governing IT
sector and activities related to has
been enacted in the year 2000,
which is known as information
technology act.
Poor laws governing the IT sector
make it impossible for
maintaining security of the design
and ideas for IT solutions.
Penalties are much less for
offences done.
Market potentiality between India and Pakistan

Market demand: More demand in Indian market for IT products as a leading exporter of
software products in the global market while Pakistan’s IT industry is quite backward having
lack of IT personnel and education which leads to lower excitement of firms towards
procuring innovative IT solutions.
Market growth: The Indian IT market is highly growth oriented as compared to Pakistan
which is too growing but at a very slower pace. The revenue growth and generation in India
from IT sector is 30 times the revenue growth and generation from the IT sector of Pakistan.
Competition: The Indian IT sector is regarded as Oligopoly market structure where there are
number of players in the market competing with each other without having the feature of
perfect competition as all have differentiated and innovative solutions of IT for the
companies (Avgerou and Walsham, eds., 2017). While in Pakistan there is a kind of
monopoly situations where no more number of firms are there and many few are reaping the
whole benefit of the industry.
Potential customers: In case of India the potential segment which will be offered with the IT
solutions are Indian firms majorly of which would be Indian government held firms and
companies and agencies both private and public (Raju and Rao, 2020). In case of Pakistan,
there are many institutions who needs to develop centres for training to their students and for
this they are searching for companies into IT sector who can provide IT training to students.
So, these students or colleges or universities are considered as the potential target customers
in Pakistan.
Selection of country and justification of choice
From the above discussion on the comparison and analysis of two countries that is India and
Pakistan, India should be selected over Pakistan by Eagle for expanding its operations to any
of the one country out of the two. The choice can be easily justified as India has higher
growth potential and also have better operating environment as determined through PESTEL
analysis where almost all the factors are favourable in terms of encouraging more firms to
undertake their operations in this sector for the growth and development of the Indian
economy (Seetharaman, Cunha and Effah, 2019). India is having plenty of skilled and trained
labour force in the technical area which is another positive aspect of the location for
expanding operations. There is higher demand for IT solutions in the Indian market, market is
highly growth potential in the present and is projected to be grow more in the upcoming years

and the target segment too is highly potential which can be utilised for generating more
profits.
Part B
Marketing plan
Aim:
 To achieve a sales growth of 20% for the next three financial years.
Objectives:
 To specifically target or approach the customer for achieving the sales hike of 20%
a year fir next three financial years.
 The sales hike is measurable in number
 To achieve the sales growth of 20% every year for next three year is achievable
with support of effective strategic choices.
 This is realistic to achieve the growth rate with support of impactful and potential
strategic choice.
 To set the time of three year for this growth rate.
Marketing mix
Marketing mix will comprises with different factors and elements that can influence
the sales outcome of the business entity. This comprises with factors like product, price,
place and promotion like aspects.
Product
Eagle Eye Solution Company is engaged in selling information technology
solutions equipments and products that can meet up the needs and demands of the people.
The company is been involved in selling various technology solutions equipments and
products that could support the business entity to achieve the overall business objectives of
the company (Georgallis and Lee, 2020). The India is among the merging market for
technology solutions equipment and with support of proper marketing plan company can
reach to the potential customers in the respective market. In respect to the company it is
essential to keep on working very the advancement of products and technologies and
especially in respect to the information technology sector product is a key to reach success
in the market.
Price
Eagle Eye Solution Company is planning to sell all its products at a very affordable

price structure. Company has already kept its prices low that the reason why the business
entity could motivate to its customers for buying the respective products and technology
solutions offer by the organisation (Al-Sheyadi, Muyldermans and Kauppi, 2019). Also
company is planning to give effective discounts to its customers at the initial stage to
establish the market for the business entity itself. Company is among to follow the
competitive pricing strategy and policy for approaching customers in market.
Place
Eagle Eye Solution Company is planning to sale all its products over internet and
with support of dealers. The place of the business will be India which is among the most
information technology market at a global level. The overall contribution of the Indian
market in the IT sector is also massive that could also motivated the business entity to get
along with the respective market in against to meet up the overall business objectives.
Promotion
Eagle Eye Solution Company will utilise different promotion and marketing
practices such as social media market, digital marketing, search engine optimisation
technology and many other for approaching customers in regards to the promotion plan of
company. Promotion is the key for the business entity to achieve the overall success in the
respective target market.
STP Strategies
STP strategies will comprise with the strategic choices for segmentation, targeting
and positioning like practices of company.
Segmentation: Company will use demographic segmentation practice to segment its
product in the target market. This segmentation practice will favour the Eagle Eye Solution
Company to approach customers based on income, preferences, education and other such
social elements that can precisely allow company to cater its services.
Targeting: Company will target to both the customer line corporate and normal customer
segment. Company will target to especially the 18+ customer base that carry an interest in
information technology solutions (Wojna and Buccella, 2018). All genders will be
approached by the business entity and the target customer will belong to lower middle clas
to upper economic class customer segment.
Positioning: Company will position its products over social media and other technology
mediums such as digital platform. This will support the Eagle Eye Solution Company to

effective approach the potential customers in the respective target market.
Market entry and distribution channel plan
Company will form strategic alliances with other distributers and small stress to make
a sell of the different technology supply company will implement. Eagle Eye Solution
Company will plan to follow the direct distribution channel in which company will set up its
entire structure and hire its own employee to allocate the distribution channel in the best way
possible (Wassenbergh, 2020). Company will approach to both the customer segment B 2 B
as well as B 2 C. Company will also approach customers with support of retail stores so that
it can get engaged with the potential customer base associated in the respective market.
Product or service plan
Eagle Eye Solution Company will install its entire set up in India so that it can
produce all its installation and production practice in India. This will involve constant level of
innovation and product development at the technical level so that best form of advancement
and development in products and services could have been developed by the business entity.
This will further include packaging and modification requirements with support of the
professional (Al-Maery, 2018). In context to the technology market this is essential to meet
up the needs and demand of the target customer associated with the market. Company will
use the same brand name without initiating any modification in the practice. Company will
follow social media marketing and other such branding practices to establish a loyal customer
base along with the positive brand value.
Marketing communication plan
Eagle Eye Solution Company will use the social media platform, digital marketing,
content marketing and such related practices to deliver the precise marketing plan. This is
essential for the new business entities to constantly focus over the marketing and
communication practices so that company get a chance to get feature in front of the potential
customer base associated with the market. This will allow the organisation to positively
approach the customer in market to gain the positive brand value. India is a very emerging
market place as the infrastructure is developing at a constant level (Hsieh, 2020). Also the
GDP growth of the country also attracting to the customer in market to take advancement of
technology in order to gain competitive advantage in the respective market. All the social

media marketing, digital marketing and other brand promotion technique will favour the
business entity to take competitive advantage in the respective market place by convincing
potential customers in the market. Digital platforms are also well in trend in India this will
also favour the business entity to convince the customers for approaching the potential
customers in the respective market.
Pricing decision
Company is following the competitive pricing strategy. Under this strategy company
will try to cater the prices that can find by customer competitive in nature. India is a very
emerging maret and all the big companies part of information technology sector will be a part
of the market. The immense level of market competition allows the company to keep the
prices low so that especially in the beginning company get to establish its customer base
(Passaretta and Wolbers, 2019). This pricing practice would certainly allow the business
entity to convince target customer for approaching the services and technology solution of the
business entity. Pricing is a very important and significant factor influences the overall
growth and development of the business entity. This strategic choice would favour the Eagle
Eye Solution Company to achieve immense level of success in the respective market place.

REFERENCES
Books and Journals
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Wassenbergh, H., 2020. Regulation of Market Entry and Market Freedom in Air Transport.
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