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International Marketing Strategy - PDF
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Added on 2021-02-22
International Marketing Strategy - PDF
Added on 2021-02-22
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Internationalmarketing
Table of ContentsINTRODUCTION...............................................................................................................1TASK 1...............................................................................................................................1PESTLE Analysis...............................................................................................................1Marketing Strategy...........................................................................................................8Examine the opportunities within the country in context with selected organisation...10Product modification in the different terms like promotion, price and distributiondecisions along with the challenges in order to expand business globally.................12Key challenges while expanding the business at international level...........................13SMART Objectives.......................................................................................................14International Marketing Strategy..................................................................................15CONCLUSION.................................................................................................................19REFERENCES..................................................................................................................1Books & Journals...........................................................................................................1
INTRODUCTIONInternational marketing refers to a method where companies satisfy variousrequirements and demands of individuals residing in different countries across theborder. It refers to a multinational process which includes planning as well as executingvarious concepts which consist of price, distribution of products and services andpromotion in order to satisfy goods and services of a person or whole country(Morschett, Schramm-Klein and Zentes, 2015). In the present report a UK based Smalland Medium Enterprise (SMEs) which is Hasty Tasty and selling pizza in UK anddecides to expand its business by selling its products and services in the market ofUSA. In order to made this expansion, company need to evaluate the current marketsituation so that they can effectively perform their functions in order to make probabilityand positive brand image of the company. For this, PESTEL as well as SWOT analysisis going to be conducted by the management team of company.TASK 1 As per the mentioned scenario, it has been said that it is required to examine thebusiness environment for expanding the operations and activities of the chosencompany. In this report, Hasty Tasty is chosen as the base company which is located inUK and wants to expand its business operations in USA with the product which is Pizza.In order to evaluate the market conditions, managers of organisation used PESTLEanalysis which are as follows: PESTLE AnalysisHasty tasty is mainly deals in pizzas and many other snacks and attract amplenumber of customers towards their company. Stores of Hasty Tasty is mainly located in1
industrial area, colleges and offices where more individuals will be attracted towards theproducts and services offered by them. There are many factors which affect theperformance of Hasty Tasty while expanding its business in the market of USA (Kotlerand et. al., 2018). These factors are political, economical, social, technological, legaland environmental. All these elements are going to be discussed in detail as follows: Political: There are many political factors like taxation, competitors who areworking with same quality and quantity in pizza world. Industry related with servicesector, pricing regulation like price should be high or constant according to the demandof customers or on the basis of level of competition, level of cooperation in servicesector, legal framework of organisation, trade regulation and traffic issue relate toservices. All these factors largely affect the working functions of the chosen organisationwhich is Hasty Tasty. Therefore, it is necessary for them to deal with these factors in aneffective manner and produce positive outcomes (Skarmeas, Zeriti and Baltas, 2016).Along with this there are some positive as well as negative impact of political factor onthe organization who wants to expand its business operations at internationalmarketplace. Positive impact:As this factor involves in the different kind of taxation laws andlegal rules and regulation which is very helpful for this selected organisation in order toexpand their business in USA. With the help of this they can face any kind ofcompetition within the market and able to grab future opportunities. Along with this,company can enhance their efficiency, performance and profitability and maintain theirposition at the competitive marketplace. 2
Negative impact:Due to the changing policies within the environment, foodorganisation can get affected by the different rules and regulations of USA governmentin a negative manner. Therefore, it can be reduce the higher profit within the firm. Inaddition to this, different kind of political factors have their own impacts which highlyaffects the performance of small and medium enterprise.Economical: It is the factor which includes inflation as well as interest rate,labour cost, employment rate, economic condition of the country. According to thesecond element of PESTLE analysis, economic condition of the company is very strongin order to expand their business operations. In addition to this, it has also beenexamined that US is the country which is highly educated and conscious towards theirhealth. Fast food culture within the country is not so popular as people living in USA aremore focused on healthy and fresh food (Mathews and et.al., 2016). Therefore, in thepresent context of Hasty Tasty it is very necessary for the company to keep all thesethings in their mind, while producing goods and services and expanding their businessat USA market. Along with this, company need to manufacture healthy and fresh foodaccording to the requirements of health conscious people. There are some positive aswell as negative impact of economical condition which largely influence the workingculture of the chosen company. Positive impact:According to the current economic condition of the country,while expanding business operations of Hasty Tasty company get benefits. As USA ishaving strong economic condition. It will positively affect the profitability of organisationat the marketplace. With the help of effective economic condition of the country,company will be able to earn high return on their investment. 3
Negative impact:On the other hand, negative impact of this above factorindicates that present business organisation required to follow effective tools as per thepresent environment within the USA (Martin and Javalgi, 2016). Basically companyneeds to be aware with current economic position of the workplace so that employeescan get benefited otherwise company can lose their people if they will not proper costand salary package to their workers. Social: Social culture of an organisation like what is working culture of hastytasty. Attitude of the population and social plan play an important role like what isdemanding market of hasty tasty. Class structure and power society in the society ismore effected on organisation. attitude of the customer like some customer are to muchfoodie they like pizzas but some are diet conscious so they cant take pizza on regularbasis and some are too much health conscious they can't eat pizza and all snakes. Sothese are some attitude which accrues as a problem (Lovelock and Patterson, 2015).Hasty tasty should deal with all problems. Some culture are also effect them like genderroles and social conventions etc. education sector like education level as well aseducation standard in the hasty tasty industry. This is nature of society like somesocieties encourage entrepreneurship and some don't. So it is also accrue like a majorissue. Other customers are leisure interests. So it can say that social factors geteffected the prod fit of organisation and hasty tasty should deal with the all theseproblems with a batter isolation. It is important for devel0opment of hasty tasty.Positive impact:As per the above discussion social factor involves in thedifferent kinds of belief, norms, values and different activities, so that selectedorganisation can maximise their profit by using proper innovative things in their food. On4
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