International Marketing Strategies and Trends

This assignment delves into the complexities of international marketing. It examines various strategies employed by businesses to penetrate global markets, highlighting key trends shaping the field. The analysis includes insights into consumer behavior, cultural considerations, and the impact of emerging markets. It also incorporates relevant academic sources and a case study focusing on the Brazilian aviation market.

International Marketing

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
1.1. Memo on why Dassault should develop international marketing.........................................3
1.2. Memo on PEST over emerging market for Dassault Aviation.............................................4
1.3. Memo on Evaluating international marketing research techniques for Dassault Aviation’s
new product launch of the new Falcon 8X..................................................................................5
1.4. Memo on how Brazil as a foreign target market will be attractive for Dassault’s new
product ........................................................................................................................................5
TASK 2............................................................................................................................................6
2.1. Channels evolve in distributing the Falcon 8X to an export market....................................6
2.2. & 2.3. Reliable export channel and evaluation of the channel for Falcon 8X......................6
2.4. Dassault Aviation manufacturing and investing decisions in Brazil....................................7
TASK 3............................................................................................................................................7
3.1. Set of international marketing objectives for the Falcon 8X...............................................7
3.2. Outline of plan to enter into the Brazilian market................................................................8
3.3.International marketing Mix..................................................................................................8
3.4. ethical and environmental issues in international marketing within Brazil..........................9
4.1. Monitoring international marketing planning.......................................................................9
4.2. Ways of controlling export channels..................................................................................10
4.3. Barriers to International marketing.....................................................................................10
4.4. Methods of communication with key international marketing personnel.........................10
CONCLUSION .............................................................................................................................11
REFERENCES .............................................................................................................................12
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INTRODUCTION
International marketing is a phenomenon which allows the exchange of goods
and services across the borders. Marketing involve international buyer and sellers of
the products. The process is performed at multinational level where planning and
execution of pricing policy, promotional strategies and distribution channel is decide in
order to satisfy the organization's objectives and goals (International marketing, 2016).
The present report is based on the Dassault Aviation which is an international French
aircraft manufacturer. The company is basically situated in France and deals in
producing regional, business and military jets. While planning internationally company
faced numerous challenges like language, culture and ethics.
The below presented report will help the reader to understand the potential
foreign market in terms of international marketing. The making of exporting channels
and distribution decision making is widely discussed here. Furthermore the report
contains a plan about the entrance in the international markets. In addition the
description of barriers to international market and ways of communication with key
international marketing personnel are discussed in the below report.
TASK 1
1.1. Memo on why Dassault should develop international marketing
To: International Marketing Director
From: International Marketing Assistant manager
Subject: Dassault developing international marketing
As the growth in the globalization the international marketing is also growing
with a faster rate. The marketing have several benefits which Dassault can also
enjoy by developing its international marketing (erpstra, Foley and Sarathy, 2012).
The company will have freedom of working all over world with its own wish. The
international marketing will bring up many opportunity for the company. New ways
are open in every aspect on the worldwide level for Dassault. International
marketing is the key for the globalized businesses. The marketing will help the
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busi9ness to raise it prosperity in order to gain the fame across the borders. The
company will have the benefit to bring innovations in the present workings and will
also help in adopting different cultures. The example for the same can be taken of
British Airways (BA) who are entertaining the international marketing. BA have its
own several offices and fame worldwide (Czinkota and Ronkainen, 2012). The
another example is of Emirates Airline who have wider range and hence produce
more revenue. By the examples and benefits it can been that Dassault will have
several positive outcomes while developing international marketing.
1.2. Memo on PEST over emerging market for Dassault Aviation
To: International Marketing Director
From: International Marketing Assistant manager
Subject: PEST over emerging market for Dassault Aviation
The emerging market for Dassault Aviation can be the market of China where
company is planning to setup its own existence. The PEST analysis is been
conducted to assess the factors at macro level which will affect the business of the
company. The PEST analysis will help the company to take the decisions and also
to manage other processes (Berthon and et. al., 2012). The P stands for the
political factor of China which is a stable government and hence it would be easy for
Dassault to survive in the emerging market. The economy of the market is very
strong and is the second largest economy. Company will have to spend low cost for
the variable resources. The social and cultural factor basically depends upon the
taste and preference of the customers. China have an emerging technology and is
the own manufacturer of aircraft's parts. The company will have benefits over this
also as the emerging technology will help the company to invest less on the
aircraft's parts. The major factor which would influence in negative manner would be
the social environment of China. As the environment of France and Chain differ from
each other and hence company will have to cop up with the same.
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1.3. Memo on Evaluating international marketing research techniques for Dassault
Aviation’s new product launch of the new Falcon 8X
To: International Marketing Director
From: International Marketing Assistant manager
Subject: Research techniques for international marketing of new product
Dassault Aviation before launching the its new product in the market have to
first analyze the market and the preferences of the consumers. This will help the
company in analyzing the opportunity for the new product in the international market.
Company can also make use of trail and experiment technique which will help in
creating a sustainable future of the product. The in - dept interview can also be the
technique for the international marketing research (Papadopoulos and Heslop, 2014).
Company can interview the major shareholders of the market and through that can
analyze the present trend of the market. This will help the company to modify the new
product according to the current market trend which will enable the success of the
product in the future.
1.4. Memo on how Brazil as a foreign target market will be attractive for Dassault’s new
product
To: International Marketing Director
From: International Marketing Assistant manager
Subject: Brazil market attractive for new product
The Brazilian market is an emerging and growing with rapid rate. Over past 5
years Brazilian aviation industry recorded 39% of growth jump in the passengers which
is a positive sign for the Dassault's new product launch. The emerging market will help
the company in attaining success for the new product. But the similar market will also
lead the company to incur more cost as the market will be rapidly changing and to cop
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u8p with change company will have to incur cost. It been expected for the Brazilian
economies to get double in the upcoming 10 years which is beneficial for the new
product's sustainable future (Brazilian Aviation Market Analysis, 2016). It is analyzed
that many countries are inventing into the country which presents strong yielding route
for the carriers of other countries too. For the Dassault Aviation company it is been
recommended after whole analysis of the Brazilian market that market is favorable for
the company's new product and company should launch its product in that emerging
market in order to entertain the international marketing.
TASK 2
2.1. Channels evolve in distributing the Falcon 8X to an export market
The company's new product Falcon 8X generate a basic channel for the product
distribution. The product is the new aircraft which is fast, spacious and prefect fro
commercial fights on international bases. As being an aircraft the product will not have
much channels and even do not have mediators in the middle. The company is the
manufacturer of the aircraft and can have the direct channel with the buyer. Under this
channel the company will directly sell its product to the buyer without involving any other
mediator and hence will not pay any commission (Sheng, Zhou and Li, 2011). The other
channel can be the online medium where the company can post its articles and buyers
can post the order. Here the online site owner will be the mediator and hence the
company have to pay some of the cost.
2.2. & 2.3. Reliable export channel and evaluation of the channel for Falcon 8X
The reliable export channel is the channel which is convent in all aspects. The
channel should not indulge much cost, it should be feasible for the buyer and seller
both, convenient buyers approach. The major channels are the direct channel and the
indirect channel. The indirect channel involves the use of export trading company which
is convenient in many aspects like the transport will be by the safe and secure hands.
But it also indulge high cost for both the buyer and the seller. On the contrary the direct
channel involve the direct sales to the end use which is definitely cost effective but
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create lost of responsibility for the company (Sheth, 2011). The best reliable channel for
the new product Falcon 8X's distribution channel company can relay on indirect channel
as it will give the safety and security of the product. The export channel consist of
foreign buyers who want their product to be damage free. The channel will help the
company to create a good impact on the over the foreign traders as with undamaged
product delivery will help Dassault in maintaining the positive goodwill in the emerging
markets.
2.4. Dassault Aviation manufacturing and investing decisions in Brazil
The company before taking investing and manufacturing decisions in Brazil
Dassault have to analyze major areas which can affect the Falcon 8x existence. The
company can do the market analysis about the cost of raw material, labour and other
expenses. The major macro environment factors will also affect the product's success.
The company have to consider all the political and legal factors of Brazil so to avoid any
sort of offense and legal actions. The social and cultural factor's consideration will help
the company in taking decisions according to the preferences of the buyer and the
current trend (Ghauri and Cateora, 2010). The manufacturing and investment decisions
are also form on the basis of the buyers and suppliers bargaining power. The company
will also have to record the activities of current competitor so to make the policies
according to the competition and this will also ensure the success of the new product.
TASK 3
3.1. Set of international marketing objectives for the Falcon 8X
The major objective of the Dassault for the achieving the success of the Falcon
8X is to attain the most of the market share. For achieving this objective the company
have to focus over the price of the product. The other most important objective of the
company in the international market is to enhance the competitive advantages. The
international marketing objective also includes the creation of brand name across the
borders (Paliwoda and Thomas, 2013). The company by the international marketing will
facilitate the globalization of the trade. The company will be able to attract large
numbers of buyer as they have the wider platform to serve the product. The company's
objective of earning more revenues will also be achieved by the international marketing
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of Falcon 8X. The more the fame and the goodwill of the brand the more will the
business for the company. The other objective of the company with launching the
Falcon 8X with international marketing is creating a sustainable future for the company.
The international marketing help in developing the free and fair trade which help the
company in creating business all over the world.
3.2. Outline of plan to enter into the Brazilian market
The plan for the Dassault Aviation company to take the entry in the Brazilian
market can include following steps.
Step I Analysis of the market
Before the entry the company have to conduct a market survey over which
the plan can be constructed. The survey will include the analysis of the current trends,
strong competitors in the market, market requirements and the expectations of the
buyer.
Step II Recording an creating Plan from the Analyzed Data
Company will record the data which is obtain by analysis of the market.
The Brazilian market is highly competitive and rapidly growing economy which will affect
the working of the company. The plan meant should be according to the existing
condition of the market so that the plan will meet the success. The plan will include the
pricing policy, promotional strategies, availability of resources and internal capabilities
(Jean, Sinkovics and Kim, 2010). As the market is emerging therefore the company will
easily acquire the resources like laobur, raw material, funds and other necessary
resources over low cost. The plan will follow all the rules and regulations of the country.
Step III Implementation and evaluation of the plan
The company will manufacture the product by keeping the following the
market analysis and will launch the product in the Brazilian market. The evaluation of
the product can be done by recording the demand and the effect of the product over the
market (Douglas and Craig, 2011). Thus by this way company enter its new product or
the company itself will take the entry in the market of Brazil.
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3.3.International marketing Mix
The international marketing mix involves some 4 basic P's which can be used by
company which launching the product in the market of Brazil. The first P stands for the
product, here the company is launching a product named as Falcon 8X. It is the brand
new aircraft which is extremely spacious and faster airliner. Then is the place where the
company will be launching the product and for whom (Steenkamp and de Jong, 2010).
The Falcon 8X is the product which is perfectly suitable for the commercial international
flights and the company is taking bringing up this innovation in the market of Brazil. The
next P stands for the price of the product. The price of the product should be not so high
that no one can afford or and not so low that it losses its uniqueness. Dassault Aviation
set the price of the product at $58 million which is the fair enough price in the emerging
market. The last P stands for the promotion of the product. For gaining more success
for the product company can promote the product in the area which can invest more like
big businesses, existing aviation companies and government bodies.
3.4. ethical and environmental issues in international marketing within Brazil
The environment issues within the Brazil from the Dassault aviation would be the
heat and pollution cause by the engines of the aircraft. The noise and the gasses
released by the aircraft spoils the environment and also the causes unhealthiness. The
overall damage causes the negative impact over the global dimming and also lead to
climate change (Han, Nunes and Drèze, 2010). Instead the use of fuel efficient, less
polluting turboprop and turbofan the aviation is contributing high in the total pollution. The
ethical issues which can affect the Brazilian market are employee responsibilities,
diversity in aviation, airport issues, health and security of air traffic.
4.1. Monitoring international marketing planning
The international marketing plan is operated on the wider level and influence
many countries. The time to time monitoring and observation of the plan is necessary of
maintaining the efficiency of the plan. The monitoring of the new product of Dassault is
done to evaluate the performance and impact of the product on the market. This will also
help in analyzing the profitability and demand of the product. Without monitoring the
process of evaluation of the product's success will not be measured and hence company
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will not able to judge the failure or success of the new product. Company can do the
monitoring by several ways which includes taking feedback, observation and conducting
surveys (Yang, Su and Fam, 2012).
4.2. Ways of controlling export channels
The export channel is the channel which is an international dealing chain. This
channel include the foreign trade which help the company to grow better and faster. The
export channel is a wide channel which should be controlled by the company to reduce
the defaults in trading internationally (Luchs and et. al., 2010). The major way to control
the export channel can be the by monitoring the channel by the company itself. While
indulging in direct channel company can maintain the delivery on time and can supervise
the actions personally. Under indirect channel the company can track the activities of the
company. By this Dassault can control the export channel.
4.3. Barriers to International marketing
The international marketing have several benefit along with the same the it also
have some major barriers which restrict the way towards success. The cultural and
social forces are different in every country. Some companies go along with the change
and some does not entertain them and hence record failure. The other major barrier is
the political barriers as the government of the two countries does not follow same rules
and regulations and the political climate changes affects the working of the company
(Hultman, Katsikeas and Robson, 2011). The tariffs and trade restrictions is also a
barrier for the international marketing. The tariffs includes the all the taxes i.e. direct or
the indirect taxes. These taxes changes from boarder to boarder and hence the price of
the product also changes accordingly.
4.4. Methods of communication with key international marketing personnel
The communication process with key international marketing personnel is
important which can be possible through Internet. Under this management of corporation
can stay in touch with marketing personnel by using Skype, social media or E-mail. It
enables them to access detail information related to preferences of buyers and
accordingly bring modification in current products and services. At this juncture, written
and verbal communication are important without both of these methods clarify remain
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negligible (Berthon and et. al., 2012). Owing to this, Dassault should focus on effective
modes of communication through which customers can be satisfied by having right kind
of products and services. In addition to this, instant messages and electronic memos are
important modes of communication with key international marketing personnel.
CONCLUSION
The aforementioned report is based on the international marking principles used
by Dassault Aviation in order to grow itself into the emerging market of Brazil. The major
international marketing mix are concluded in this which will help the company in making
the place for its new product in the market. Furthermore the report will help the reader in
understanding the export channel, its ways of controlling and also the barriers which
restrict the success of international marketing.
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Steenkamp, J. B. E. and de Jong, M. G., 2010. A global investigation into the
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Online
Brazilian Aviation Market Analysis. 2016. [Online]. Available through:
<http://affiliatemembers.unwto.org/publication/brazilian-aviation-market-analysis>.
[Accessed on 21st April 2016].
International marketing. 2016. [Online]. Available through:
<http://businesscasestudies.co.uk/business-theory/marketing/international-
marketing.html#axzz3hI4qwMw4>. [Accessed on 21st April 2016].
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