International Marketing Strategies for SMEs

This assignment examines the influence of host-home country similarity and exploration-exploitation strategies on the performance of small and medium-sized enterprises (SMEs) in international markets. It delves into the complexities of adapting marketing strategies to different cultural contexts, highlighting the importance of considering both similarities and differences between the home and host countries. The assignment draws upon a range of academic sources to provide insights into effective international marketing practices for SMEs.

INTERNATIONAL
MARKETING

TABLE OF CONTENTS
INTRODUCTION ..........................................................................................................................3
TASK 1 WRITING A MEMO .......................................................................................................3
1.1 Explaining the importance of international marketing for Dassault Aviation.................3
1.2 and D3 Analysing the emerging market for Dassault Aviation.......................................4
1.3 Evaluating international marketing research technique ..................................................4
1.4 Evaluating how Brazil foreign market is attractive .........................................................5
D1 Why company should not develop international marketing tactic...................................5
TASK 2 BUSINESS REPORT .......................................................................................................6
Introduction............................................................................................................................6
2.1 Explaining how channel evolve in distribution ...............................................................6
2.2, 2.3 and M1 Explaining the reliable export channel ........................................................6
2.4 Analysing how foreign manufacturing and investment decisions are made....................7
Conclusion .............................................................................................................................7
TASK 3 MARKETING PLANS FOR THE BRAZILIAN MARKET ..........................................7
3.1 Producing the international marketing objectives for Falcon 8X....................................7
3.2 Plan to enter into Brazil market .......................................................................................7
3.3 Outlining international marketing mix ............................................................................8
3.4 Reviewing different ethical and environmental issues ....................................................8
4.1 Explaining why international marketing plan should be monitored ...............................9
4.2 Ways to control the export channel .................................................................................9
4.3 Barriers to the international marketing ............................................................................9
4.4 Method of communication.........................................................................................................9
M2 Method of monitoring....................................................................................................10
D3 Producing SMART objectives .......................................................................................10
CONCLUSION .............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
International marketing is being regarded as the practice of applying formulated
marketing principles to more than one nation (International marketing, 2016). Due to
globalization, the given concept has gained greater importance. This is because, with the help of
given approach only manager of firm will be able to carry out its efforts in terms of attracting
large number of customers towards the enterprise in an effectual way. Here, the present report is
based on the case study of Dassault Aviation. It is the French aircraft manufacturer which has its
operation present in the international market.
TASK 1 WRITING A MEMO
MEMO
To: MD of Dassault Aviation
From: International marketing manager
Date: 23-5-2016
Subject: Importance of adopting international marketing approach
The respective memo will depict the significance of using the international marketing approach
for the company. Hence, in order to gain the answer to the above question, following questions
are answered:
1.1 Explaining the importance of international marketing for Dassault Aviation
The Dassault Aviation should expand its international marketing approach. This is because,
from the above question it is examined that the firm is planning for expanding its operation in
number of nation such as India, China and Latin America etc. Thus, with an aim to mark an
effective presence in these all given markets corporation will have to formulate an appropriate
marketing tactic. This is because, firm cannot use same type of marketing tactic in all
mentioned market (Parry, 2016). For example, people of China gives more importance to
comfort factor rather than the prices. In the similar way, Indian people give first preference to
the prices of services which is being purchased by them. Thus, Dassault Aviation should have
to give consideration to the these factors. But, if not given then it will become very difficult for
it with regard to mark an effective presence in the given markets.
For instance, another reason for international marketing expansion could be to weed the impact
of fierce competition. Besides this, by adopting the approach such as international marketing

overall benefit can be gained by cited firm in the form of increased profits and sales. The given
thing will also help in terms of increasing the market share of the company in an effectual way.
1.2 and D3 Analysing the emerging market for Dassault Aviation
The manager of Dassault Aviation wishes to operate in number of markets such as India, China,
Middle East and Latin America etc. But, among all the given market PEST analysis of China is
being carried out.
Here, PEST analysis is the type of analysis which tend to give information about the political,
economical, social and technological factor of the country (PEST, 2016. Thus, it is through this
way only it tends to guide the company towards the right direction.
In accordance with the given context, PEST analysis of China is carried out for the Dassault
Aviation. It is depicted in below: Political: The airline industry of China is regulated by the government of country. Here,
government makes decision in the favour of passengers rather than the company.
Furthermore, the demand of Chinese air travel is characterized by high income elasticity
(Talay, Townsend and Yeniyurt, 2015). Economical: The condition like global recession has impacted many countries hence
China is not an exception. This situation have direct impact upon the purchasing power
of buyers. Thus, it tends to influence the sales of airline company. Social: Chinese people are price sensitive in nature, hence, they prefer to use the
services of that firm which does not demand much money from their pocket. The given
thing will influence the airline company with regard to set their pricing tactic
effectively.
 Technological: There are number of developments occurring in the airline industry.
Hence, it is being required by the firms that they should adopt these all developments
because if not consider then in the given situation it will become very difficult for them
with regard to survive in the competitive market in an effectual way.
Among all the given factors, it is required by the firm that it should give consideration to the
political factor. This is because, any kind of changes in the political environment of company
will have direct impact upon the company (Cui, Walsh and Zou, 2014).
1.3 Evaluating international marketing research technique

There are two international marketing research techniques are assessed which manager of
Dassault Aviation can use with an aim to gather information regarding the market.
 Questionnaire
 Focus group
With the help of questionnaire, manager of cited firm can get the information about the buyers
regarding the launching of its new product. Here, manager can get the information that whether
it is beneficial to launch Falcon 8X in the specific market or not. In the similar way, by forming
the focus group of people who have immense knowledge regarding the market where firm is
planning for launching its product, manager of cited firm can make and effective decision
regarding the type of marketing tactic which needs to be adopt by them (Marchi, G. and et.al.,
2014).
These all techniques have its benefit for the cited company. This is because, on gathering such
information firm can mould the services and strategy of its new product as per the market and
thus gain benefit in the form of increased profits and sales.
1.4 Evaluating how Brazil foreign market is attractive
Brazilian market seems more lucrative for the Dassault's new product. This is because, there is
a significant growth is being seen in the Brazil aviation industry. Herein, Brazil has seen the
growth of passengers by 39% over past five years. However, it is expected to be double due to
upcoming Olympic and World Cup. The given data indicate that in future the demand of
commercial airline will be increased in the respective market. Hence, the given market seem
more attractive for the cited firm product.
By launching the product in the given market, firm can gain the benefit in the form of increased
profit and sales. But, the Brazilian market is highly competitive. Thus, the given thing may
prove as the disadvantage for the company (De Mooij, 201).
As per my opinion, I would recommend to the firm that it should expand its operation in the
given market. This is because, the given market have huge opportunity for the commercial
airline.
D1 Why company should not develop international marketing tactic
The firm will require lots of time and money for the purpose to develop the international
marketing tactic. If given thing is taken into consideration that Dassault should not formulate

the international marketing tactic (Griffith and Rubera, 2014).
TASK 2 BUSINESS REPORT
Introduction
The given report will state the way of entering into the Brazilian market to the manager of cited
company.
2.1 Explaining how channel evolve in distribution
The channel of distributing Falcon 8X to an export market have evolved significantly.
Prior to the development in the technology, manager of firm used to comply with the direct form
of distribution wherein it tends to produce the product at one place and then send it to the
prescribed location. The given thing tend to increase the cost of company. But, the given thing
has changed significantly. Nowadays, firm does not manufacture its product at one place. Hence,
it follows indirect form of distributing product. It is the form of distribution which posses many
suppliers of product in between the channel (Sandberg, 2013). This is because, at present it
complies with the assembling technique. In the given method, firm assemble the parts of aircraft
from different location and finally formed it into the place where it is demanded. This saves the
cost and time of firm.
2.2, 2.3 and M1 Explaining the reliable export channel
Indirect mean of distributing the product is more reliable as compare to the direct one.
This is because, the given method helps in saving cost of enterprise which increases more when
firm will have to deliver the huge product like aircraft one place to another. In addition to this,
for the firm it is easier to assemble the parts of product at one specific place.
Besides this, comparison is being carried out between direct and indirect means of distribution.
Here, direct means of distribution is more expensive in nature and hence it leads to raise
the cost of cited enterprise. But, indirect means of distribution is more cost effective and hence it
provides the opportunity to the company with regard to charge minimum prices for the
manufactured product and generate sales (Robson, Schlegelmilch and Bojkowszky, 2012).

2.4 Analysing how foreign manufacturing and investment decisions are made
The firm should make a decision about the product manufacturing on the basis of demand
of good in international market. For example, before making decision about investment in the
specific market manager of Dassault must direct its efforts in terms of gathering the full-fledged
information about the market where it is planning for expanding its operation. It is through this
way only an effective decision can be taken by the cited firm manager.
The Brazil market has huge opportunity in terms of demand (Terpstra, Foley and Sarathy,
2012). Thus, it is beneficial for the company to make investment in the given market. But, there
are chances of failure too due to intense competition. Besides this, manager of cited firm will
have to make different type of decision. At strategic level, it will have to make the decision about
strategic tactic which could be used by firm with an aim to in order to lure buyers towards the
product. In the similar, the decision about way to give practical implementation of the formulated
tactical plan is taken at tactical and operational level.
Conclusion
Firm can achieve success in market by making the selection of suitable mean of
distributing the product.
TASK 3 MARKETING PLANS FOR THE BRAZILIAN MARKET
3.1 Producing the international marketing objectives for Falcon 8X
A marketing plan is being prepared for the cited company. Hence, with an aim to prepare
the same international marketing objectives are set for the Falcon 8x which is the product of
Dassault. The given objective will guide the firm towards the right direction and hence
contributes to the increased profits and sales too. The objectives for the firm's new product is
depicted in below:
 To attract large number of buyers towards Dassault's Falcon 8X with the help of different
promotional technique (Czinkota and Ronkainen, 2012).
 To generate employment in the Brazil market and thus work for the welfare of country.
3.2 Plan to enter into Brazil market
There are number of market entry mode assessed which manager of cited firm could use
in order to get entry into the Brazil market. The market entry modes consists of following:
 Joint venture

 Merger and acquisition
 Franchising etc
Among all the given mode, it is suggested to the cited firm manager that it should get
entry into Brazil market by using merger and acquisition type of approach. This is because, the
Brazil market is highly competitive. Henceforth, if capabilities of two companies will be
combined then in the given circumstance Dassault can mark its effective presence in the Brazil
market with the use of its new product in an effectual way. Furthermore, with the help of given
approach manager of cited firm can get full-fledged information regarding the market where it is
planning for starting its operation (Papadopoulos and Heslop, 2014).
3.3 Outlining international marketing mix
The marketing mix is being produced for the cited firm product: Product: The product which firm is bringing in the Brazil market is spacious and being
used for the commercial purpose only. Price: At first Falcon 8X will be offered at low prices, hence in this regard firm will use
price penetration tactic. Here, with the help of given approach manager of cited firm can
attain its objective of increasing sales in Brazil market in an effectual way. Place: The product will be distributed from the manufacturing plant of enterprise.
 Promotion: In order to make promotion, different promotional means will be used such as
placing ad in social networking site and giving ad in magazines etc.
3.4 Reviewing different ethical and environmental issues
Corruption is being regarded as the major issues which cited firm may face while
entering into the Brazil market. For example, firm may sometime face such condition in which it
will have to bribe the other individual or officials for the purpose to get its work done in Brazil
market. Furthermore, making the production of aircraft which does not cause any negative
impact upon Brazil environment is being regarded as the major environmental issue which is
being faced by cited company (Paliwoda and Thomas, 2013).
The issue of corruption can be handled by strictly following anti corruption provisions.
However, by following all sustainable airline practices environmental issue can be address by the
firm in an effective way.

4.1 Explaining why international marketing plan should be monitored
For the firm like Dassault, it is necessary that it should monitor the marketing plan which
is being framed by it. This is because, with the help of given approach manager of firm can make
the decision that whether it will gain success in market by launching the new product or not.
Thus, the process of monitoring guides firm towards the right direction.
But, in case if firm will not monitor the marketing plan at that time Dassault will have to
bear huge financial risk. This is because, firm lack of compliance with the given type of
approach will tend to increase the risk of product failure in new market (Cui, Walsh and Zou,
2014).
4.2 Ways to control the export channel
Export channel is the method of delivering the product to the buyers. The control upon
the export channel could be retain by reviewing the activities of different middlemen effectively.
For example, Dassault is using indirect mean of distribution which includes number of suppliers.
Here, by tracking the activity of each supplier firm can establish control upon them.
Even, I also find the given process effective. This is because, it is through this way only
framed goal of firm will be met.
4.3 Barriers to the international marketing
Two different barriers of international marketing are depicted in below:
 Intense competition: From the given case, it is assessed that firm is facing intense
competition from Embraer which has already established its presence in the international
market. Thus, the given thing may create barrier in front of cited company.
 Legal barrier: The changing laws and regulations of the other nation will also create
problem in front of the enterprise (Terpstra, Foley and Sarathy, 2012).
4.4 Method of communication
Email and business meeting are being regarded as two basic methods of communication.
Email is highly cost effective but it does not allow face to face interaction between the
individuals. In the similar way, by conducting meeting face to face interaction can be carried out
between individuals. But, it is very time consuming method.
With regard to the given scenario, business meeting seem as most suitable method. This
is because through this method firm can make the appropriate decision about the company.

M2 Method of monitoring
The marketing plan for Faclcon 8 X can be monitored through benchmarking. For
example, the firm has the goal to attract large number of buyers towards the product. If the given
goal is met at that time effectiveness of the framed marketing plan will be judged (Paliwoda and
Thomas, 2013).
D3 Producing SMART objectives
 To raise the sales of Falcon 8 X by 20% till the year 2020.
CONCLUSION
It can be concluded that it is very beneficial for the firm that it should formulate the
marketing plan while getting entry into new market. It is due to the fact that, by complying with
the given type of activity only enterprise can achieve all its goal within given specified time
limit.

REFERENCES
Books and journals
Cui, A. P., Walsh, M. F. and Zou, S., 2014. The Importance of Strategic Fit Between Host-
Home Country Similarity and Exploration Exploitation Strategies on Small and Medium-
Sized Enterprises' Performance: A Contingency Perspective. Journal of International
Marketing. 22(4). pp.67-85.
Czinkota, M. and Ronkainen, I., 2012. International marketing. Cengage Learning.
De Mooij, M., 2013. Global Marketing and Advertising: Understanding Cultural Paradoxes:
Understanding Cultural Paradoxes. Sage Publications.
Griffith, D. A. and Rubera, G., 2014. A cross-cultural investigation of new product strategies for
technological and design innovations. Journal of International Marketing. 22(1). pp.5-20.
Marchi, G. and et.al., 2014. International market selection for small firms: a fuzzy-based
decision process. European Journal of Marketing. 48(11/12). pp.2198-2212.
Paliwoda, S. and Thomas, M., 2013. International marketing. Routledge.
Papadopoulos, N. and Heslop, L. A., 2014. Product-country images: Impact and role in
international marketing. Routledge.
Parry, B., 2016. A Bull Market? Devices of Qualification and Singularisation in the
International Marketing of US Sperm. Bodies Across Borders: The Global Circulation of
Body Parts, Medical Tourists and Professionals. p.53.
Robson, M. J., Schlegelmilch, B. B. and Bojkowszky, B., 2012. Resource deployment stability
and performance in international research-and-development alliances: a self-determination
theory explanation. Journal of International Marketing. 20(1). pp.1-18.
Sandberg, S., 2013. Emerging market entry node pattern and experiential knowledge of small
and medium-sized enterprises. International Marketing Review. 30(2). pp.106-129.
Talay, M. B., Townsend, J. D. and Yeniyurt, S., 2015. Global brand architecture position and
market-based performance: the moderating role of culture. Journal of International
Marketing. 23(2). pp.55-72.
Terpstra, V., Foley, J. and Sarathy, R., 2012. International marketing. Naper Press.
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