Marketing Information Systems and International Trade

This assignment delves into the crucial role of marketing information systems (MIS) in the context of international trade. It analyzes how MIS aids businesses in understanding foreign markets, conducting effective market research, and navigating the complexities of global commerce. The document includes case studies that illustrate the practical applications of MIS in international marketing strategies, emphasizing its importance for success in a competitive global marketplace.

Running head: INTERNATIONAL MARKETING MANAGEMENT
International Marketing management
Name of student
Name of University
Author note

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Executive summary
The report was developed to focus on the management of international business
considering the case study of the organisation Corbiz Maldives. The international market
research was done to understand the needs and requirements of the customers and the various
issues and problems had been determined as well such as the cultural barriers, Security issues
and problems related to the Government bureaucracy. The proposed solutions undertaken were
communication management capacity management technique, implementation of new
technology, etc. The marketing information system was applied conduct research on the different
market segments and obtained relevant data and information about the global market to ensure
successful business expansion. The major components of MIS were internal records, marketing
intelligence, marketing research while the international pricing strategies were maintained to set
the right kinds of prices for the products offered and gain high level of satisfaction among the
customers. The integrated marketing communications were managed by enabling convergence of
products and customers and by aligning the strategic goals and objectives with the marketing
plan. Lastly, the benefits of managing joint ventures also proved to be beneficial for succeeding
in business.
Table of Content

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s
1.0 Introduction................................................................................................................................4
2.0 International Market Research...................................................................................................4
2.1 Difficulties and complexities.................................................................................................4
2.2 Solutions.................................................................................................................................6
3.0 Marketing Information System..................................................................................................7
Components of MMIS.................................................................................................................8
4.0 International Pricing..................................................................................................................9
4.1 Factors affecting price............................................................................................................9
5.0 Integrated Marketing Communications...................................................................................11
5.1 Challenges in integrated marketing communications..........................................................11
6.0 International Market Entry......................................................................................................12
6.1 Best circumstances for joint ventures..................................................................................12
7.0 Conclusion...............................................................................................................................13
References......................................................................................................................................14
Appendices....................................................................................................................................18
Appendix 1: International Market Research..............................................................................18
Appendix 2: Marketing information system..............................................................................18

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1.0 Introduction
The main aim of preparing this report is to analyse the roles and responsibilities of the
international marketing consultant to the client organisation named Corbiz Maldives. The
company is specialized in managing the exporting activities of products such as processes Tuna
fish and unprocessed tuna loins to expand the business and experience growth in economy too.
The company aims to enter the major markets including Korea, Mexico, Turkey, Indonesia and
Saudi Arabia. The international marketing management will help the business organization to
enter new markets and become successful in the emerging economies of these places and ensure
business expansion with ease and effectiveness too (Andrews and Shimp 2017). Corbiz Maldives
is one of the major processor and exporter of tuna fish and tuna loins, which has gained a good
reputation in the market due to its supply of sustainable tuna fish from the Maldives Ocean.
2.0 International Market Research
Maldives is a place that delivers scenic beauty and tourists can enjoy a relaxing and
joyful time there during vacations. It has more than 1190 coral reefs and offers exceptional view
for the tourists to spend vacation there. There are many tropical fishes and beautiful coral reefs
that enhances the beauty of the place and also make the tourism companies and fisheries to
manage both local and international business efficiently (Armstrong et al. 2015).
2.1 Difficulties and complexities
Corbiz Maldives has faced several issues and difficulties that have hindered the
successful progress and prosperity of the nations. Few major issues faced by the company
included environmental disasters, changes in international market conditions, communication
issues and problems related to the delivery of services to the customers. The company wants to
research the market of Mexico for the product present in those market segments (Porcu, del
Barrio-Garcia and Kitchen 2012).
Currently, the Mexican market lost tuna fish trade battle to the administration of US and
so there could be enough scopes and opportunities for Corbiz Maldives to provide abundant
supply of tuna fish to the market and attract more customers (Papadopoulos and Heslop 2014).
The popular fishery company in Maldives has managed to export good quality Processed Tuna

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Fish and unprocessed tuna loins in Mexico to create a sustainable place in the market and
generate more revenue in business with convenience (Terpstra, Foley and Sarathy 2012).
Cultural Barriers
The cultural barriers also create difficulties in managing international business for Corbiz
Maldives, because the cultures of both the places are different and it often becomes difficult for
the company to understand the new business market and its culture. Being one of the major
exporters of tuna fish, the company needs to understand the new culture and then deliver
products to fulfill the needs and preferences of the customers. When the culture is not identified
properly, then the needs and requirements will not be understood properly, furthermore can lead
to harm the cultural beliefs and heritage of Mexico (Armstrong et al. 2015). This could led to
reduction in sales and the company might face loss while managing international business in
Indonesia.
Government Bureaucracy
Though there was enough support by Government while fighting against the illegal
fishing and exporting, the exporting company Corbiz has asked for help from the authorities. The
company told the Government bodies to loosen their stance based on the requirements of tuna
fish in Mexico, which had deteriorated the performance of commodity export. There have been
stoppage of fishing in certain areas along with exporting of tuna fish due to the influence of
Maritime Affairs and Fisheries Ministry. The Indonesian Tuna Association has introduced Tuna
Licensing for the fishing vehicles, which have also made fishery companies to stop their
operations during export (Ball et al. 2012).
Security Issues
Fish can be a food security issue as well, because consumers in the Indonesian and
Mexican markets want safe and nutritious food to fulfill their dietary needs. As the tuna fish,
both processed and unprocessed are exported, it can not only result in fraud activities such as
transfer of fish to other places. Due to this, the supply would not be able to meet the demands of
the customers in the market, furthermore might result in security issues (Theodosiou and
Katsikea 2013).

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Another major issue is the lack of secondary data and information that might hinder the
successful management of exporting activities and international business for Corbiz Maldives
(Berthon et al. 2012). Lack of advanced technologies and its abilities could also prevent proper
collection of information and deteriorate the speed of accessing information too. The limited
capital and inapaorpiate financial budget could also create other issues.
2.2 Solutions
In Indonesia and Europe, there is shortage of fresh seafood, which has enabled the
business organisation to manage export activities properly for fulfilling the demands of the
customers in the market and ensure customer satisfaction. To prevent the lack of supply of tuna
fish in the market, Corbiz Maldives has undertaken the sustainable approach for managing the
processed and unprocessed tuna fish to prevent negative impact on the environment as well as
keep the customers satisfied as a whole (Campling et al. 2012). The cultural barriers are created
because of the lack of communication between people from different backgrounds and cultures.
Communication is managed to understand the behaviors and needs of people in the different
market and respect the culture too. This would create convenience for the business organisation
to manage business negotiations and contract agreements, furthermore develop long lasting
relationship. The tuna fish providers of Maldives must bridge the culture gap through
management of relationship with the suppliers and share each others’ experiences, interests,
goals and objectives that would be needed (Cavusgil et al. 2014).
Capacity management technique is undertaken by Corbiz Maldives by integrating it into
the fishery management policies. This has provided licensing for the fishing vessels and provides
more restrictions to stop illegal activities during the trade of tuna fish. The capacity reduction
programmes were implemented to ensure that the supply could meet the demands in the market.
Another solution for overcoming these kinds of issues included development of consensus with
the stakeholders to begin compliance with the capacity management plan and accomplish
international business goals and objectives (Cole 2015).
Technological changes would be suitable as well for enhancing the fishing capacity of
vessels and manage addition of outboard engines to canoes. This would enhance the range for
managing operations of the small-scale vessels and allow the fishery company to manage export

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activities quite comprehensively. Top management support is required for training the staffs
properly and makes them skilled while exporting tuna fish in Indonesia and Europe. Information
obtained from World Bank had helped in analyzing the market conditions and this improved the
financial position of Corbiz Maldives (Czinkota and Ronkainen 2013).
3.0 Marketing Information System
To manage export of processed and unprocessed tuna fish and loins and expand business
in the emerging markets, Corbiz Maldives has used the marketing information system. The
multinational marketing information system has helped in making marketing related decisions
and manages a system that can obtain, store, analyse, retrieve and distribute data based on the
information needs of the organisation consistently (Wiid, du Preez and Wallström 2012). The
research on various emerging market segments is done with the utilization of MMIS and the
most important information related to the market have been obtained by acquisition of data with
the support by senior management. The information dissemination system has also played a vital
role in managing the data and information and increase the efficiency of process for managing
the information systems with ease and effectiveness (Dolan et al. 2012). To ensure successful
expansion in the global market, the company has used the MMIS to penetrate the new market
segments and reach a particular stage where effective decisions can be made by targeting the
entire emerging market.
The marketing research is conducted properly with the use of multinational marketing
system for developing an effective marketing mix and understands the kinds of products offered,
the prices set for those, the places where those will be distributed and the promotional
approaches undertaken for enhancing the customers awareness. The products of the company are
the unprocessed and processed tuna fish and loins that are quite popular among the market
segments in Maldives. To enter the outside markets, the company has managed to export good
quality tuna fish and tuna loins for fulfilling the needs and requirements of the customers and
keep them satisfied too (Wilson et al. 2012). The use of MMIS has also helped in determining
the effective mix between the supply chains and demands of the products and services in the
Indonesian and European markets, where the business wants to expand. This kind of tool is also
beneficial for reducing the occurrence of mistakes and ensures that the launch of marketing

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programs and initiatives are done properly within the multinational markets (Fan, Lau and Zhao
2015).
Components of MMIS
Internal records
Managers of Corbiz Maldives determined the profit margin, sales revenue generated,
credit policy to the customers, sales and information of the customers present in the databases
along with the financial reports. This enabled the organisation to understand how they could fare
well in terms of business within the international market (Zhan, Jiang and Seth 2012).
Marketing intelligence
The marketing intelligence consisted of various policies, procedures that could help the
managers to obtain relevant information about the marketing environment. The marketing
intelligence was collected by identifying the information provided by the sales force and even
from the distributors, retailers and other intermediaries who have been involved with the export
activities. The external networking has helped in collecting information from Government data
sources to understand the change in demographics, population and changing structure of families
in the emerging markets (Freihat 2012). Customers’ feedbacks were also analysed to identify
their expectations and fulfill those accordingly.
Marketing research
The marketing research was not only done by Corbiz Maldives to identify the demands in
various market segments but also to make effective decisions, furthermore provide alternative
solutions for any kinds of issues while managing international business. The issues faced while
exporting the tuna fish to Indonesia and Mexico were also overcome by conducting the market
research effectively (Zhan, Jiang and Seth 2012).

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Figure: Systems diagram
Source: (Zhan, Jiang and Seth 2012)
4.0 International Pricing
Price is an important element of the marketing mix that a firm establishes for the products
and services delivered t the customers. Corbiz Maldives has set good prices for the processed and
unprocessed tuna fish loins for entering the new emerging armlet easily and sustain in the
marketplace. Providing the products at affordable prices not only helped in making it easy for the
customers to make purchases but also a positive image of the fishery firm was established on
their minds (Griffin and Pustay 2012).
4.1 Factors affecting price
There are both internal and external factors that could create an impact on the pricing
strategies managed by the organisation. The internal factors included the cost of exporting the
products along with positioning the firm within the international market. The market entry modes

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could also affect the price, because to enter a new market, it would be essential for the company
to set the right prices to keep the customer satisfied and generate more sales revenue. The
external factors included the changes in Government policies and fluctuations in currencies along
with the changes in customers’ perceptions and status of competition in the market (Grunert and
Traill 2012).
While competing in the international market with different rules and regulations imposed,
Corbiz in Maldives has conducted market researches and then set prices to gain competitive
advantage. Consumers in the global business market might gain a negative mindset about the
imported products from Maldives and the prices could also be set as higher than the local
products. Being one of the major fisheries in Maldives, the company is well established, do it has
charged higher prices for the products that have been exported (Ho, Wong and Sumalee 2013).
The Governmental price regulations could also influence the prices while taxes had been
imposed for the processed and unprocessed fish exported.
Extension / Ethnocentric
To manage business extension, Corbiz Maldives has decided to follow the ethnocentric
pricing approach. This has helped in setting the prices of products same as it is in Maldives. To
survive in the competitive market, the organisation has kept the prices of tuna fish loins same
after exporting to Indonesia and Mexico for attracting more customers (Hollensen 2015).
Adaption / Polycentric
To adapt to the new culture in the emerging markets, the company has made the prices of
products flexible for fulfilling the local market needs and preferences. This polycentric pricing
approach has allowed the local market to obtain necessary benefits from the right pricing and
deliver the products to the customers accordingly for satisfying their dietary needs (Lee and
Carter 2012).
Invention / Geocentric
Corbiz has sustained in the competitive marketplace by using the geocentric pricing
approach. It has taken the pricing policies into consideration for analyzing the local and
international market dynamics and the decisions related to pricing are made. The pricing

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decisions are integrated to the long term strategy for achieving the business goals and objectives
with ease (Li and He 2013).
5.0 Integrated Marketing Communications
5.1 Challenges in integrated marketing communications
Due to lack of communication, the business might be unable to understand the needs and
preferences of the customers in the global market segments. There are various communication
strategies across the markets, which have helped in managing the international business with
ease and effectiveness. One of the most effective integrated marketing communications is the
dual extension communication strategy. This strategy has allowed the business organisation
Corbiz Maldives to market the standardized products with the help of uniform communication
strategy by utilising fewer resources. The dual extension communication works fine for targeting
the global market segment of Indonesia and Mexico and furthermore positions the products and
services in each of the market segments properly (Liu, Kasturiratne and Moizer 2012).
The extension of a product could help in communications adaptation to cope up with the
differences in culture and find out the differences between the local and global market segments
for marketing the unprocessed and processed tuna fish loins with the use of effective advertising
and marketing techniques. The expansion strategy of the organisation has also helped in adding
brands to the product portfolio through acquisitions of local organizations and ensures that the
buying behaviors of the customers are influenced (Lohse and Riedel 2013). The dual adaptation
communication strategy could also allow Corbiz Maldives to adapt the new culture of the place
where business will be started and even make sure that good quality tuna fish loins are delivered
to the customers there.
Convergence of product and customer means aligning the needs and requirements of the
customers with the features and quality of the products to keep them satisfied and ensure that the
business goals and objectives are achieved. Instead of marketing the existing products and
services, the new products are delivered with enhanced taste and quality with a global scope to
ensure successful invention and manage international business expansion with convenience and
ease (Maringe and Foskett 2012).

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The business organisation must align with the strategic goals and objectives to deliver the
best quality tuna fish loins to the customers and keep them satisfied as a whole. The introduction
of newer technologies could also help in enhancing the efficiency of market research and export
the products more easily. The feedbacks and opinions of the customers are obtained for checking
whether their needs and requirements have been fulfilled or not and furthermore deliver the
products accordingly (Meissner 2012).
6.0 International Market Entry
To make the international business management successful, it is important for Corbiz
Maldives to identify the market segments that are needed to be entered. To enter a new and
emerging market, it would be important for the organisation to make sure that needs and
requirements of people in the markets are understood. Corbiz Maldives can start the business by
combining two or more parties through management of shared ownership along with share
returns, risks and governance. The equity joint venture is less flexible and is operational within a
limited liability organisation for managing the personal wealth and property of the individuals
who will be responsible for the corporate loss for Corbiz Maldives (Morschett, Schramm-Klein
and Zentes 2015). A non-equity joint venture is usually managed by developing a formal
relationship between two or more parties for achieving a share set of goals and objectives
through remaining independent organizations.
6.1 Best circumstances for joint ventures
By managing joint ventures, it would be easy to reduce the chances of risks and gain high
level of involvement between the business and its customers. The high readiness for the joint
ventures could also be useful for gaining enhanced level of profit and furthermore make the
company achieve competitive advantage in business. By having, a reliable and experienced joint
partner, it would be more convenient to manage the business proceedings with ease and all the
profit and loss obtained should be shared among the business partners as well. There are other
circumstances for the joint ventures too such as mutually beneficial agreements and relationships
between the business partners that could not only help to deliver better services to people in
Indonesia and Mexico but could also help in gaining enhanced level of profit in business
(Mullins, Walker and Boyd Jr 2012). With the formation of good relationships, the needs and

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requirements of the customers in the global market segments would be understood, further ore
could help in delivering the right quality tuna fish loins to them and ensure customer satisfaction
largely (Novikova 2015).
7.0 Conclusion
The rational of the report was to identify the issues or problem related to the research
concerned with the international business management. The main findings of the research were
to identify the major issues and problems faced while managing the international business such
as the cultural barriers, intervention by Government, security issues, etc. along with the solutions
for overcoming these with ease and effectiveness. Due to lack of communication, there had been
cultural barriers, which might even deteriorate the proper formation of contract agreements
related to the export activities. The solutions included capacity management method,
management of changes in technology and development of consensus with the stakeholders in
business. The marketing information system was used to store, retrieve and access relevant data
and information and the market research had been conducted properly. The major elements of
the Multinational management information system were internal records marketing intelligence,
marketing research and international pricing techniques to manage global business properly.

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Appendices
Appendix 1: International Market Research
For tax purposes, all Mexican importers must register and be listed with the Official
Register of Importers (Padrón de Importadores), maintained by the Secretariat of Finance and
Public Credit (SHCP), which also maintains special sector registries. In order to be eligible to
import more than 400 different items (including agricultural products, textiles, chemicals,
electronics, and auto parts), Mexican importers must apply to the HCP to be listed in these sector
registries. U.S. exporters have occasionally encountered problems when products are added to
the list without notice or importers are summarily dropped from the registry without prior notice
or subsequent explanation. Mexico is a large market and an important trading partner of the
Canadian economy. In 2008, the population of Mexico was more than three times the population
of Canada. Mexico is Canada’s fourth-largest export market, attracting over 3.6% of Canada’s
agri-food and seafood export products. There are opportunities to export frozen crustaceans to
Mexico, particularly in tourist centers such as Cancun, Puerto Vallarta and Acapulco, where
there is demand for these high-end products at resorts.
Appendix 2: Marketing information system
With increase in the world population, every country has a right to expect better use of
living resources of the sea. Economic analysis offers no instant cures, but it does suggest
unequivocally that the root of the problem i.e., the open access issue must be resolved before any
lasting hope for improvement in economic and biological performance of commercial fisheries
can be expected. First, as in all natural resources development and managerial conditions, the
efficient use of the resources is a necessary but not a sufficient condition for overall social
efficiency. The basic objective is that income and employment opportunities in the fisheries be
distributed in a reasonably equitable manner. Left to the market alone, any significant
commercial fishery will inevitably use too many resources, frequently in inefficient ways and
may deplete the resource itself if prices and costs are sufficiently favourable. Therefore, some
kind of intervention is essential if marine fisheries are to return anything approaching the-
economic benefit of which they are capable. In many cases, the very survival of valuable stocks
may require regulation of fishing. This does not mean, however, that regulation is always the

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proper answer. The investment required to develop adequate understanding of the species
involved is far from trivial and fishery management as well as the commercial fishery itself
requires scarce resources. For many species, therefore, it may be more sensible to bear the social
and economic costs of excessive rates of exploitation than to bear the larger costs of developing
an information system and a management framework.

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