International Marketing Management (docs)

International Marketing Management
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Introduction
• Definition: International marketing refers to the process of
creating awareness of a product in the global market.
• Reasons:
 To increase product and services sales
To maintain market share
To maintain competitive advantage among others

Smithfield Cattle Company
• History:
 Smithfield Cattle Company is family owned by Alf Smith and
Bob Levitt.
Begun operating in the 1920s by opening butcher shops along
busy streets such as Blake
Captured the attention of potential customers and started
producing grain an Feedloft for cattle that favored their growth
and development
Currently owns about 18,500 heads of cattle, supplying across
Australia and other parts of the world.

Argentina Beef Business
• Argentina a South American nation
• Was major global exporter of beef in the past decades.
• The prolonged drought in the past two decades affected cattle
farming
• Ranchers shifted to crop farming creating
• Beef consumption remained constant with reduced beef output
creating a gap for supply(Jones 2018, p.276).

Factors Favoring Foreign Investment in
Argentina
• Social and Cultural Factors
Family formed of couples and children
People are warm welcoming
Speak Spanish, , Italian and English making international
communication easy
• Political Factors
Government gaining stability hence creating new look among
investors

Cont.’….
• Economic Factors:
Currently experiencing strong economic status from the
exportation of agricultural produce resulting into increased
purchasing power.
 Technological and Infrastructural Factors:
 Improved technology provides beef storage equipment and
easy transportation .

Cont.’…
• Government Interventions:
Removal of FDI restrictions and signing of the Multinational
Agreements on Investment have facilitate international
trade(de Oliveira et al 2017, p.31).
• Economic Integration such as Mercousur have eliminated
international trade barriers.

Strategic Reasons for Expansions
and Entry Strategy
• Reasons : To increase sales volume, market share and gain
competitive advantage.
• Entry Strategy: Direct exportation and Joint venture
•

Marketing Mix
• Price will be set according to the demand and supply and
increased in the future.
• Promotion will be done through media such as TV
• Beef products will be supplied while fresh
• The business will be placed in busy streets and cities.

Probable Challenges
• Climatic conditions reduces availability of water and pasture
• Past financial crisis left the country with no business credit

Conclusion
• International marketing boost market share and competitive
advantage of business
• Argentina offers good business environment for Smithfield
Cattle Company investment.

References