International Marketing Strategies

This assignment examines international marketing strategies, emphasizing their influence and significance in today's interconnected world. It analyzes key concepts like relationship marketing, product-country image perception, and the complexities businesses face when expanding internationally. The document highlights the evolution of marketing strategies, adapting to environmental changes and promoting sustainable practices.

International Marketing

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................2
COMPANY AND PRODUCT OVERVIEW..................................................................................2
INDUSTRY PROFILE....................................................................................................................2
CONSUMER PROFILES................................................................................................................3
POSSIBLE MARKETS IN ASIA PACIFIC...................................................................................3
Pestle of Japan........................................................................................................................3
Pestle of South Korea.............................................................................................................4
RECOMMENDATIONS.................................................................................................................5
Japan Operations....................................................................................................................5
South Korea Operations.........................................................................................................6
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................7

INTRODUCTION
International marketing is considered as the combination of diverse activities which are
performed by business firm to expand business at worldwide scale. By having an effective
consideration of international marketing, the business entity can focus on commercial advantages
of global operations and meet sustainability (Papadopoulos and Heslop, 2014). In the present
report, business opportunities for Zokoko Café will be identified by having proper evaluation of
diverse factors. In this respect, industry’s profile and potential of new markets will also be
analysed so that better understanding can be developed. Zokoko is a chocolate factory and café
which operates its business from Australia. One of the key specialities of café is that it allows
guests to observe chocolate making process with a purchase of bars and other delights.
COMPANY AND PRODUCT OVERVIEW
Zokoko is considered as a chocolate factory which also serves its customers number of
delights in its own café. Process of factory visit with café is being designed together under one
roof with a motive to enhance customer’s experience. In addition to this, it can be said that
Zokoko Café is associated with various features and its speciality is beautiful chocolates.
Company offers a wide range of products to its customers. Classification of products can be as
handmade chocolates, single origin chocolate bars, cakes and sweet treats. Along with this,
company also offers coffee as a drink using its own roasted Morgan’s Coffee. In addition to this,
Zokoko Chocolate factory also offers crackles, dark fudge brownie, etc. A wide range of
chocolate products and snacks attracts several customers and allows business firm to accomplish
its goals and objectives. Company is specialised in Chocolate products and allows customers to
know how well they are in the chocolate making by allowing them to visit Chocolate
manufacturing process.
INDUSTRY PROFILE
In addition to this, it can be said that Chocolate manufacturing firms in Australia are
facing number of issues in terms of consumer preference changes. In order to meet such aspects,
the businesses are focused towards need identification in desired manner. It has been noticed that
consumers are more attracted towards premium products in order to meet their needs. Total
revenue of chocolate industry within Australia is 6 billion dollars. It indicates that growth of
sector is being recorded as 2.2 percent in year 2013-2018. Along with this, employment

opportunities created by the sector are highly impressive because the total employment within
sector is increasing per year by 11,225 (Freeman, 2014).
Moreover, analysis of overall chocolate sector indicates that the growing number of
speciality cafes and coffee shops has contributed to high competition. It is also one of the key
reasons that demand of premium foods has been advanced which also creates a situation of
preferences change among customers. Along with this, chocolate sector evaluation also presents
information that high demand for coffee and affordable products will boost the growth in a
critical manner. In addition to this, it can be said that business expertise in operations has also
become the key concern of businesses within sector.
Figure 1Industry Evolution
(Source: Chocolate consumption. 2016)
Global coffee market has been segmented into Arabica, Robusta and Liberica. It has been
witnessed in the market study reports that 70 percent of coffee market is being shared by
Arabica. Number of chocolate manufacturing firms are setting out research and development
plants for improving production process. Also, to improve natural taste of chocolates, number of
initiatives are being taken at the global platform. Asia-Pacific is the fastest growing market
which also indicates that global growth of industry is one of the critical opportunities. The above
illustration represents the consumption of chocolates in Australia in various forms. The chart
consists the percentage of people who ate chocolates within past 4 weeks. And the forms in

which chocolate is been consumed is also presented within the flow chart. The illustration is
comparing the consumption of various forms of chocolates within two different time periods
which is between Jan 13 to Dec 13 and Jan 15 to Dec 15. According to the illustration it can be
identified that the rate of chocolate consumption has been increasing between Jan 15 to Dec 15
The amount of chocolate bars consumed in an 13 to Dec 13 was 48% and compared to this the
consumption of the same between Jan 14-Jan 15 was 52%, the consumption of Chocolate blocks
was 40% which was increased to 43%, The consumption of chocolates in the form of Boxed
chocolates was only 17% which was also increased to 19%. The overall of consumption of
chocolates within the given time period was 65% which was increased to 69%. This illustration
concludes that the rate of percentage of chocolate consumption is has been continuously
increasing which states that the people in Australia are highly consuming chocolates and the
most consumed form of chocolate is the chocolate bars.
CONSUMER PROFILES
There are number of businesses who provide chocolate and café services to customers. It
has been noticed that customers have become more concerned about the amount of fat and sugar
in foods. Coffee and chocolate consumption has been advanced in the recent years at a vast level
which has boosted the customer range for companies (Hult, 2015). In addition to this, it can be
said that customers are becoming more concerned towards healthy products. It is one of the key
reasons that they keep on trying new products in terms of taste. Customers are attracted towards
businesses who provide transparent and healthy life style through its product line. It means by
having an effective promotion of special feature like ‘café with factory visit’, Zokoko can attain
better opportunities (Zou, 2015). It will build trust among customers and allow to accomplish
better prospects. All group age customers are attracted towards café and chocolate products so
business is having better opportunities within sector.
In addition to this, it can be said that customers of Zokoko can be college going students
and other persons who are more attracted towards café culture. By having a consideration of
needs of such customers, better decisions can be taken into account. Along with this, customer
valuation is also significant which assist in meeting desired goals.
Customer Type Demographic Behavior Pain/Risk
College goingAge: 18-22Prefer the coffee andWants to try the other

Customers Gender: Both chocolates dishes, but is stopped
by the price
Employed Customers Age: 21-25
Gender: Both
Prefers to come
during the weekends
Wished that the
restaurant delivered
food
POSSIBLE MARKETS IN ASIA PACIFIC
Pestle of Japan
 Political: It has been noticed that political culture within Japan is monarchy. Political
individuals have a great control over decision making process. Also, strong relation with
diverse nations also impact the business activities within Japan. Policies are effectively
framed for better business expansion within Japan.
 Economic: Japanese economy is strong and provide better stability to world’s economy.
It is also referred as one of the largest economies across world. Income level and cost
control system are highly effective within Japan (Choi and Yeniyurt, 2015). It means that
Zokoko can easily take strength from Japan economy to improve the opportunities.
 Social: Local citizens are considered as a great contributor within nation’s development.
They are highly active in work actions which will allow Zokoko to have skilled and
knowledge based employees. Culture of chocolate products within Japan has also
improved in the recent years. People are used to gift such products to their someone
special which also boost opportunity for Zokoko.
 Technological: Japan is referred as one of the most advanced telecommunication systems
provider across world. Also, hardware production within Japan is highly impressive. It
means Zokoko can acquire the latest tools and machines in easy and low cost for setting
out its new branch in Japan (Rose, 2014). They’ve also developed VoIP growth and other
technological advancements. Legal: There are number of labour and corporate laws which are needed to be followed
by Zokoko to have better operations within Japan (Woodruff, 2015). Legal policies and
frameworks are being designed on the basis of European system. It means that company
needs to ensure about working hours, minimum wage, etc.

 Environmental: Japan is also concerned about environmental values which need to be
referred by the manager of Zokoko. If factory and café are not having appropriate outlet
for wastage then it might affect the operations. Application of legal policies in terms of
environment is essential for business (Knight, 2015).
Pestle of South Korea Political: It has been witnessed that political conditions within South Korea are not
stable. There are various frequent changes in government which also bring diverse
changes in terms of policies in a frequent manner. It is necessary for the management to
have better relation with military because the political conditions are dependent over
wield considerable power.
 Economic: Government policies are being framed and transformed to support the
economic structure. Continuous changes in policies are offering steady growth within
nation (Freeman, 2014). Although, export is the key function that contribute majorly in
economic development. Zokoko management needs to analyse FDI and other policies in
a continuous manner. Social: Wages are generally high as compared to other neighbour nations. It means that
Zokoko has to pay high to employees if they are operating business in South Korea.
However, the literacy rate within nation is high which ensures that skilled workforce is
being hired. Company can have better promotion of chocolate and its products using
innovative technique to influence the nation’s culture. Technological: South Korea has been known for technological innovation with highly
educated workforce and well equipped infrastructural facilities. It clearly indicates that
better facilities can be attained by company in order to meet the expansion standards
(Kipnis and Broderick, 2017). Research and development facilities are also impressive
which will support the operations of Zokoko.
 Legal: In South Korea, the legal values are being promoted on the basis of US and
German systems. It means that management needs to understand constitutional values in
a desired manner for better application of strategies. Nation is transforming its industrial
development policies for better support to businesses.

 Environmental: Government has adopted number of control measures in order to ensure
environmental values (Mayrhofer, 2016). Along with this, if business firm is not
considering environmental standards then issue in terms of licence and fine can be faced
by company.
RECOMMENDATIONS
It is necessary for business firm to have effective consideration of diverse measures which
allows to advance the sustainability. Company can focus on introducing new product line as per
needs of customers. By having a continuous improvement in product line the more and more
customers are being attracted so that goals and objectives can be accomplished. In addition to
this, it can be said that developing new segment is also an impressive strategy which helps in
effective development of project. With an improvement in segmentation and targeting strategies
the issues in market development can be resolved. Along with this, changes in supply chain
standards is also significant to make sure that goals and objectives are being accomplished. A
merger or securing joins the better of two organizations, grows your client base, builds scholarly
capital and conveys operational efficiencies. It means business firm can effectively have
expansion so that goals and objectives can be accomplished. Acquisition allows business firm to
have better opportunities by identifying the better sections of business operations. It also assist in
improving the standards and ensure that goals and objectives can be accomplished.
CONCLUSION
As per the detailed study, it can be said that Asia Pacific market has great opportunities in
terms of chocolate products. Cultural values and preference changes within Japan and South
Korea provides a better opportunity to businesses. However, application of specific segmentation
and marketing mix is essential because it helps in meeting the key objectives. Government
strategies are being encircled and changed to help the financial structure. Ceaseless changes in
arrangements are putting forth enduring development inside country. Along with this, by having
a consideration of measures in context to environmental analysis the issues can be identified.
Strategies can also be framed in desired manner so that sustainable values can be attained.

REFERENCES
Books and Journals
Choi, J. and Yeniyurt, S., 2015. Contingency distance factors and international research and
development (R&D), marketing, and manufacturing alliance formations. International
Business Review. 24(6). pp.1061-1071.
Freeman, S., 2014. International marketing strategies in industrial clusters: Insights from the
Southern Hemisphere. Journal of Business Research. 67(5). pp.837-846.
Hult, G.T.M., 2015. International relationship marketing: Intellectual foundations and avenues
for further research. Journal of International Marketing. 23(4). pp.1-21.
Kipnis, E. and Broderick, A., 2017. The concept of place in international strategic marketing
decisions. Strategic International Marketing: An Advanced Perspective. pp.93.
Knight, J., 2015. Five myths about internationalization. International higher education. (62).
pp.837-846.
Mayrhofer, U., 2016. Configuration and coordination of international marketing
activities. International Business Review. 25(2). pp.535-547.
Papadopoulos, N. and Heslop, L.A., 2014. Product-country images: Impact and role in
international marketing. Routledge.
Rose, E.L., 2014. International business. Pearson Australia.
Woodruff, R.B., 2015. The Significance of Consumers’ Mode of Thought in International
Marketing. In Assessing the Different Roles of Marketing Theory and Practice in the
Jaws of Economic Uncertainty. pp. 168-177.
Zou, S., 2015. International Marketing in the Fast Changing World–Introduction.
In International Marketing in the Fast Changing World. Emerald Group Publishing
Limited. 24(6). pp.16-17.
Online
Grundey, D., 2012. The Marketing Philosophy and Challenges for the New Millennium. [Pdf].
Available Through: <http://economic.upit.ro/repec/pdf/K1.pdf>.
Chocolate consumption. 2016. [Online]. Available Through:
<http://www.roymorgan.com/findings/more-aussies-chomping-on-chocolate-
201603212333>.