International Marketing Report 2022

Running Head: INTERNATIONAL MARKETING
INTERNATIONAL MARKETING
Student’s Name
University name
Author’s Note

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INTERNATIONAL MARKETING
Executive Summary
This report emphasizes on development of an environmental scan report for identification of
factors impacting organizational growth in the overseas market. The Chosen organisation in this
report is Ola Cabs. The company is intending to extend their services in the overseas market of
Netherlands, focusing on Amsterdam, mainly after they have already spread their business of
ride sharing in UK. As a group member of the marketing department of the organization, the
researcher will be producing a detailed environmental scan report identifying the feasible
environmental as well as external factors which will impact the market entry, acquisition of
market share and brand development of the organization in course of its International expansion.
The scope of operations to be conducted within a time frame of 12 months will be considered in
this project. The product for international expansion in this report is the right sharing service of
Ola Cabs and the Chosen country for investigation in Amsterdam, Netherlands.

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INTERNATIONAL MARKETING
Table of Contents
Section 1: Internal (company) Overview.........................................................................................3
Section 2: External analysis.............................................................................................................4
PESTLE Analysis........................................................................................................................4
Blue Ocean Strategy.....................................................................................................................7
Section 3: Market Assessment and Identification...........................................................................8
Barriers to entry are identified...................................................................................................10
SWOT Analysis.............................................................................................................................11
Conclusion.....................................................................................................................................12
Reference List................................................................................................................................13

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INTERNATIONAL MARKETING
Section 1: Internal (company) Overview
Ola Cabs is exploring new avenues for growth. They are also a part of global expansion plan of
their potential investor Didi Chuxing. In spite of the proximity of facing stiff competition from
various small ride sharing companies on a regional basis, like Taxi Electric, MyWheels, Amber
Mobility and so on, it can still be deduced that the market of Amsterdam will be still considered
as a feasible expansion opportunity for Ola. Speaking about the market feasibility, Ola CEO
Bhavish Aggarwal denoted that in spite of the large coverage of the above mentioned smaller
brands, there is still adequate scope for growth in the outskirts of the city which are really not
featured high on the growth radar of other existing cab ride sharing companies in Netherlands
(Pandya, Rungta & Iyer, 2017).
Since the ride sharing business has not yet been sanctioned by the Dutch government, it can be
easily expected that after the market entry of Ola, there would be regularized sanction for this
business in Netherlands. There are two factors that are essential for the growth of business. The
first fact is that with the entrance of big brands in to the Dutch taxi cab sharing business, the
government would start showing interest since it would be gradually converted to a high grossing
sector. Secondly, there is lack of any major market player because of which is why Ola would be
getting the competitive advantage (Olacabs.com, 2019).
Lastly, it can be justified that Ola has already mapped the market conditions through a trial
launch of the cab business Taxify, in Amsterdam which is their Estonian counterpart also backed
up by Didi. In order to set up a fully fledged business in Amsterdam, it is important to consider a
time period of 3 years. In the first place it is necessary to set up a digital application for various
mobile platforms. This stage should be completed in a year. In the second year, company will
establish contract with the drivers and the franchise owners. In the next six months, the company