The International Marketing Mix Strategy

Running Head: INTERNATIONAL MARKETING 1
INTERNATIONAL MARKETING
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INTERNATIONAL MARKETING 2
1. Executive Summary
The effective planning and implementation of the international marketing mix strategy can
help any business concern to have a sustainable performance in the global market platform.
This report has been modeled to highlight the international marketing mix model of Amcor
Limited that offers best packaging solutions to its clients and customers. The aim of this
report is to understand the marketing mix strategy including the product model, pricing
strategy, distribution channel and promotion model to have a sustainable performance in the
Mexican market. The most suitable pricing model for the business has been determined in the
chapter which would help the concern to have a strong and steady run in the international
market. Ultimately the recommend marketing mix strategy would enable the organization to
achieve its business objectives in the new market. The strategic recommendations that have
been designed encompass the business plan for the initial 12 months of the business
operations in the foreign land. The plans could be productively implemented by the business
organization to solidify its marketing mix mode and efficiently perform its international
marketing objective.

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Contents
1. Executive Summary............................................................................................................2
2. Summary.............................................................................................................................4
3. International Marketing – Marketing Mix..........................................................................4
3.2.1 Product strategy.............................................................................................................5
Product Lifecycle of Amcor Limited.................................................................................5
Branding.............................................................................................................................6
Packaging...........................................................................................................................6
Labeling..............................................................................................................................7
Quality................................................................................................................................7
Product Mix........................................................................................................................7
Segments............................................................................................................................7
Augmented Services...........................................................................................................7
3.2.2 Pricing Strategy.............................................................................................................7
3.2.3 Place............................................................................................................................10
3.2.4 Communication Promotional Mix...............................................................................11
3.2.5 People..........................................................................................................................12
Training............................................................................................................................12
Recruitment......................................................................................................................12
Occupational health and safety laws................................................................................13
4.0 Economic Evaluation.........................................................................................................13
4.1 Implementation and Control..........................................................................................14
4.2 Communication Plan......................................................................................................16
4.3 Monitoring of Action Plan.............................................................................................17
4.4 Contingency Plans..........................................................................................................19
5. Conclusion............................................................................................................................21
References................................................................................................................................21

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2. Summary
Before entering into a new market environment, it is crucial for all business undertakings to
assess the market environment so that they can strategize their marketing plan accordingly. In
the previous assignment, a thorough screening of the Mexico market had been carried out so
that the Amcor Limited concern could adopt key strategies to enter the foreign market. The
global marketing objectives had been laid down and the Mexican marketing environment had
been evaluated so that the business could effectively identify its strengths, weakness,
opportunities, and threats in the new business scenario (Akaka, Vargo & Lusch, 2013).
The high-standard quality of the packaging solutions of Amcor would facilitate its entry in
the international marketing scene. Since the commodities and offerings made by the
organization have the capability to attain an effective market image in the global platform,
the environmental elements in the foreign nation would be suitable for its growth and
expansion of business operations. The most suitable market entry model for Amcor Limited
would be licensing since it would allow the business to secure its intangible assets like
patents, techniques, etc. This official entry mode could be adopted by the packaging service
provider to enter the Mexican business environment (Andriopoulos & Slater, 2013).The
business would mainly target the participants that function in the manufacturing industry
because they are always on the lookout for best and most suitable packaging solution. Since
Amcor Limited provides unique packaging solutions to different kinds of industries, its
offerings’ characteristics would allow it to establish a unique brand image in Mexico
(Asugman & McCullough, 2015).
3. International Marketing – Marketing Mix
In the international marketing scene where many participants involve in marketing activities
and intensify the competition, it is vital for a new player to have a thorough and well-
designed marketing mix plan. Amcor Limited must focus on a combination of factors
including the products, their overall branding, packaging, labeling, quality, pricing model in
relation to Mexico’s average income and GDP trend, pricing strategy of the competitors,
associated costs, channels of distribution, promotional mode, etc. As per Bello, Katsikeas &
Robson, a clear marketing model has been highlighted in the below section for the business
concern so that it can implement the same in the Mexican market and strengthen its market
opposition in the international marketing environment (Bello, Katsikeas & Robson, 2013).

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3.2.1 Product strategy
According to Broyles, Schumann & Woodruff, the product strategy of Amcor Limited would
basically lay down the foundation for its marketing operations in the Mexico market scene.
Since it is the very starting point of the product lifecycle, it would allow the business to get a
clear picture of its current position in the market (Broyles, Schumann & Woodruff, 2015).
While designing the product strategy, the business would have to observe the strategic model
of its competitors and accordingly devise its product plan. Even though its current packaging
solution is popular and functional in the Australian market, it might have to alter it to a
certain degree to suit the needs of the Mexican clients and customers (Cateora, Gilly &
Graham, 2016).
Product Lifecycle of Amcor Limited
The product lifecycle describes the life of a commodity or product in the market with respect
to its costs and sales. Amcor Limited’s product lifecycle has been presented in the
diagrammatic form so that the readers can understand its current stage in the market setting.
As per Christodoulides, Cadogan & Veloutsou, a couple of images have been featured to
showcase its product lifecycle stage in its domestic market and in the international market
(Christodoulides, Cadogan & Veloutsou, 2015). Since the business came into existence in
2015, currently it is in the growth stage in the Australian market environment. This is the
period during which the products eventually gain acceptance in the market.In the Mexican
market environment, the stage of the business is different since it would be placed in the
introductory stage. Even though it is an established and reputed business in its homeland, it is
a new and foreign supplier in Mexico so it would obviously have to start its business
operations from the very scratch (Czinkota & Ronkainen, 2013).

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Figure 1: Current Position of Amcor Limited
Source: (Czinkota & Ronkainen, 2013)
Branding
The branding of the packaging solution would play a critical role in the product strategy. In
the initial stage, Amcor Limited would face hurdles to establish its brand name in the foreign
land but here its branding model would come into play. Since it offers unique and creative
packaging solutions to manufacturing concerns, in the limited time it could make a name for
itself in the international market (Darley, Luethge & Blankson, 2013).
Packaging
Amcor Limited is already known in the domestic market for its unique packaging model for
different kinds of goods starting from flexible to inflexible plastic packaging. So in the new
market, it would have to maintain its quality of packaging and model it as per the needs of the