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International Marketing of Tally's Group : Report

   

Added on  2020-01-23

12 Pages3735 Words146 Views
EXECUTIVE SUMMARYInternational marketing strategies are related to those set of groups which are helpful indoing. The present report is based on Tally's Group Limited which is going to establish newbusiness in Hong Kong. To become successful in the market the company should follow certainstrategies that are related to pricing, positioning and promotion of the business. The main targetarea of the company is people of high society and youngsters. Apart from this, solution of thevarious issues of the business has been identified. For making effective promotion of theirproducts the company should take quality of their product as the base through which they canattract people towards their products.

TABLE OF CONTENTSEXECUTIVE SUMMARY.............................................................................................................1INTRODUCTION ..........................................................................................................................33. Expected marketing challenges................................................................................................34. Product policy decisions..........................................................................................................45. Pricing decision and issues......................................................................................................56. Promotional challenges and issues of target country...............................................................67. Solutions of the challenges faced by Tally's Group Limited ..................................................78. Outlining the development and distribution of the proposed product/services should bestaffed...........................................................................................................................................8CONCLUSION................................................................................................................................9REFERENCES..............................................................................................................................10

INTRODUCTION International marketing strategy is related to application of marketing principles on morethan one country. It is also related to the marketing activities that coordinate and integratedacross the multiple countries (Kumar, 2015). The present report is based on Tally's GroupLimited which is a privately owned New Zealand based agribusiness company which providessea food, vegetables as well as dairy products (About us, 2016.). The report assess the expectedmarketing challenges. Other than this, product policy decisions has also been taken. Furthermore,pricing and decision making issues are also identified. 3. Expected marketing challengesIt is the fact if Tally's Group Limited need to expand their business in other countries,they have to face some marketing challenges. This are related to language, cultural differencesand legal difference of the country that are related to packaging, advertising and marketing of theproducts and services (Petersen, Kushwaha & Kumar, 2015). The major problems of doingmarketing in another country are explained as below:Language differences: As the company is expanding their business in Hong Kong theyhave to face the issues relating to their languages. The official language of New Zealandis Maori while the official language of Hong Kong is English and Chinese (Brouthers,Nakos & Dimitratos, 2015). This will create a little hurdles for Tally's Group Limited tomake conversation with the local people of Hong Kong.Cultural difference: Other than language difference there is also some difference is therein culture of Hong Kong and New Zealand. Hong Kong is formed by Cantonese,Shanghainese, British, Indians and Jews mainly (Brush, 2015). Other than this, the aremainly following the Chinese concept related to family solidarity, family glory, savingface and modesty. legal issues: There is also some issues are there which are related to marketing,advertising and legal differences. For doing marketing in the related country theorganization have to face the major issues on making their product introduced. As, HongKong is mainly related to Chinese culture they are having different legal regulationsregarding advertising policies of the product (Kitchen, 2016). On contrary to this, NewZealand is having different policies and regulations regarding advertisement policies.

Customer preference: The biggest challenge is food habit of people. As Hong Kong isthe second largest consumer of sea food per capita in Asia. But consumption of sea foodis reduced during some previous years. It will create some type of chances of loss forTally's Group Limited. Packaging policies of Hong Kong:There is different polices are there related topackaging of the products such as the people are allowed to make plastic packaging forcarrying the products. But last year, green groups applauded the government's move ofimplementing 50% charge on packaging of food in plastic bags (Wu & Voss, 2015).According to this, Tally's Group Limited have to make focus on packaging of their fooditems. 4. Product policy decisions Product policy decisions is related to the strategic rules and regulations which ispromoted to enhance customer preference. One of the important element of marking mix isproduct. So it much important for Tally's Group Limited to take relevant decision regardingextension, adaptation, invention of product in market. Product decision: Product decision is related to major attribute of the products such asquality and taste of the food product they are introducing in the market. Other than this, itis also related to branding and packaging of the food products. While considering theissues like the above the organization should decide the policies of their products. Thiswill help them to manage branding and packaging of the product which can attract thecustomer an also follows the regulations of government (Dinnie, 2015). Product mix decision: It is related to the total products which are produced ans sold byTally's Group Limited. It states that how the organization can build their image in hemarket with the help of quality of their products. Tally's Group Limited should work onoffering a range of products to their customers so they will get attracted from availabilityof a great range of food products (Gerschewski, Rose & Lindsay, 2015). Other than this,the company should also work on making product differentiation in the market so it willbe easy to get competitive advantage in the market. Product line decisions: Product line means group of products that are related to eachother. In this decisions the organization need to take decision regarding product line

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