International Marketing Plan

This International Marketing Plan provides a comprehensive analysis of company structure, products/services, competitor analysis, financial strategy, and more. It covers topics such as regulatory environments, product registration, and Pestle analysis of Northern America. Suitable for students studying marketing or business courses.

International Marketing plan

Table of Contents
Company Analysis...................................................................................................................3
Company Structure......................................................................................................................3
Company's Products/Services......................................................................................................4
Human Resources........................................................................................................................4
R&D Activities............................................................................................................................4
Technology...................................................................................................................................5
Patents..............................................................................................................................................5
Competitor’s Analysis..................................................................................................................8
Stage of the Production Life Cycle PLC.........................................................................................9
Knowledge management and data management’s life cycle.......................................................9
Financial strategy...........................................................................................................................10
Regulatory Environments..........................................................................................................10
Product Registration...................................................................................................................11
Registration certification process...............................................................................................11
Pestle Analysis of Northern America............................................................................................11
Economic................................................................................................................................12
Social......................................................................................................................................12
Technology.............................................................................................................................12
Environmental........................................................................................................................12
Legal.......................................................................................................................................13
SWOT Analysis.............................................................................................................................13
Opportunities..............................................................................................................................13
Threats........................................................................................................................................13
The Implication of SWOT Analysis..........................................................................................14
CB Target Market and Segmentation............................................................................................14

References......................................................................................................................................15

Company Analysis
Company Structure
Semantic Software Asia Pacific Limited is an unlisted public company. It was established in the
year 2000 at the height of the “dot com” bubble. There are 16 employees and 180 shareholders in
the company. AWS, Oracle and Azure are the cloud providers who currently host the platform of
the organization. Moreover, the company is also in partnership with Australian System
Integrators like Accenture, Oracle, Deloitte, and KPMG.
There are different departments in the company which includes Research and Development,
software development, sales and Marketing, Quality assurance and Testing, Infrastructure and
technical support and also Management. Research and development department researches
develop the hypotheses and prototypes and also tests it with the help of standard scientific
methods. That design is then sent to the software development teams who establish the
specifications and make the development of robust software solutions. That solution is further
sent to quality assurance and the testing team who analyses if the solution meets the standards of
the company in terms of coding, robustness and user experience. Lastly, the products and
services are managed, marketed and sold with the help of the management team and also
infrastructure and tech support team. Thus, it can be stated that all of the department are linked
together.
The core business activity of the company is to build a prototype for the Internet of Things (IoT)
and to research and build the products so as to focus on the role of the technology in Artificial
Intelligence. Moreover, the company is in both sales and product development industry.
However, the major industry trends in Australia and overseas is the product development
industry. Government departments such as defense, intelligence services, police; banking and

finance; universities and also e-health sectors are the different target market segments of
Semantic Software Asia Pacific Limited’s in Australia. In addition to that, the company’s
important customers are government and Fintech. They are the major interest of the company but
company will also give interest in the health and education sectors.
Company's Products/Services
Cognitive AI software is the product of the Semantic Software Asia Pacific Limited’s The
breadth of the product range is wider and will let the computer to understand the concept of
human instruction and identify relevant data in the massive data set. This product will help the
computer to perform the entire task which is assigned to them and is programmed such as
calculation of a number of patients in healthcare and accounting in a finance company. It can be
applied in different sectors such as healthcare, educational institution, finance, defense, etc. as it
enhances accuracy and reliability.
Human Resources
IT manager, production manager, and sales manager are the key managers of the company.
Different managers have different skills in their respective fields. Each of the managers has
technical and educational knowledge in their field with at least 10 years’ experience. Their
experience and qualification together help the venture to perform its operation in an effective and
accurate manner.
R&D Activities
It is found that the company spends approximately $ 2m-10m annually on R&D activities which
are regarded as a huge amount. R&D activities conducted by the company are as follows:

 Design and development of semantic data processing and ontology generation
capabilities
 Design and development of ontology refinement, matching, and integrity verification
capabilities
 Design and development of information handling, extraction, and security of the
capabilities
Technology
The current technology of the company is totally based on prototypes as the company collect the
data from a number of sources and renders them to RDF which them creates putative ontology
and populate the triple stores with the data. AI is a technique which possesses machine, learning,
natural language processing, deep learning, etc. The company presently applies semantic
software APAC in its technology platforms.
Patents
The present platform of the company is supported by a patent portfolio. The company has
submitted twenty-eight patents applications to the US and Australian Patent office. The company
has also developed more patents which are either issued, extended or pending in Australia and
the USA in different areas such as data management, data interoperability, ontology development
and ontology management. The patent for management of the database has the intension to build
up reliable database which can store the data in an effective manner. The company has targeted
various areas in data management which includes content transfer, content transfer
manipulations, semantic knowledge base and also metadata manipulation in the content transfer.
Interoperability is the foundation of the information and communication technology (ICT)

sectors and thus, this company has patents many of its inventions. Patent systems Ontology have
also helped in providing standardized representation and have shared vocabulary of information
in order to facilitate interoperability. The patenting of the different invention of organization
have helped them in securing their data.
1. Data Management
 13/590,139 Content Transfer
 13/590,163 Content Transfer
manipulations
 13/494,951 Metadata manipulation in
Content Transfer
 62/135,560 Semantic Knowledge
Base
2. Data Interoperability
 7,464,099 Method and System for
transferring content from a database to
a file
 8,615,483 Method and System for
transferring content from a file to a
database
 13/494,957 Database to Store Content
Transfer
 13/494,960 Database to Database
Content Transfer
 9,720,988 Store to Database
Content Transfer
 13/494,964 File to Store Content
Transfer
 13/590,160 File to Database data
select
 9,679,035 Content Transfer file
format

 9,607,064 Database to file data
select in Content Transfer
 9,317,573 Exceptions management
in Content
 9,378,257 DTD Identification
 13/494,946 Mark-up Language in
Content Transfer
 13/494,966 Parallel Processing of
Content Transfer
 13/590,153 Inferential Mapping
 13/590,158 File to store content
manipulation
3. Ontology Development
 15/306483 Ontology Browser and
Grouping Method and Apparatus
 15/306,478 Ontology Aligner
Method, Semantic Matching Method,
and Apparatus
 15/306,483 Ontology Grouping
(Pruner) Method and Apparatus
 15/306478 Ontology Aligner
Method and Apparatus add terms from
4. Ontology Management
 14/332,237 Ontology Index for
Content Mapping
 15/301,357 Ontology Mapping
Method and Apparatus
 15/306483 Ontology Browser and
Grouping Method and Apparatus

one ontology to another
 15/310,751 Putative Ontology
Generating Method and Apparatus
Competitor’s Analysis
IBM’s Watson is one of the competing companies which possess technology equal to
CognitiveAI but address the needs of the customers from a different perspective. It keeps on
applying different strategies to enhance its effectiveness. IBM have patents to of its inventions
for security and database management. Company is found to keep on shifting different
technology landscape so as to achieve success. IBM Watson also keeps on motivating its
employees so that they can enhance their productivity.

Stage of the Production Life Cycle PLC
A company should be good so as to develop new products and also manage them in accordance
with changing expectations, competitions, and technologies. Products go through a number of
life cycle stages with a defined and predictable profits and sales. This product life cycle is
followed so as to identify the strategies which influence the sales (Cohen & Whang, 2007). The
product life cycle (PLC) starts with the development of products and introduction which is then
followed and moved towards the eventual demise. There are five stages in PLC which includes
product development, market introduction, growth, maturity and also decline (Hamou-Lhadj &
Hamou-Lhadj, 2007).
Knowledge management and data management’s life cycle
Since the product is ready to be launched so presently, the product has entered the market
introduction stage just after the development stage. Moreover, the organization will continuously
and regularly release the products which will be enhanced in its functionality as per its each of
the subsequent versions. The product had been established at the one-year time and duration of
acceptance by the end users is one month.
There are six stages to the consumers buying decision process wherein actual purchasing is one
of the stages of the process. Problem recognition, information search, evaluation of alternatives,
purchase decision, purchase, and post-purchase evaluation are the stages of the buyer’s
decision /knowledge of the products category. In these products, the buyer’s knowledge of the
product category is in the purchase stage (Hamou-Lhadj & Hamou-Lhadj, 2007).

Financial strategy
Factors of production is a financial term which explains the inputs used in the production of the
products so as to achieve economic profits. It is reviewed that company have to expense a large
amount of money while operating in Northern America which includes:
 Raw materials and or components- $20000
 Tariffs and other barriers- $5000
 Land or factory space- $800000
 Labour- $35000
 Electrical power- $2400
 Insurance-$83000
 Meeting local quality standards and regulations- $6000
 Packaging-$7000
 Transport-$5000
 Warehousing-$10000
It is reviewed that the cost of the company while operating in North America is comparatively
higher than that of the Australian suppliers. The local manufacturer's suppliers of Australia are at
the cost advantage as the cost of raw materials is cheaper at the local market as compared to
foreign suppliers.
Regulatory Environments
Non-tariffs barriers to trade are the barriers of trade which limits the import of goods and
services. There are no restrictions in rim eating licensing and in fact, the software is traditionally
sold as a license to be used with renewable annual fees. Close standard and FDA regulations are

applicable to these products. ISO certification is one of the prime certifications for software
development so as to improvise the security of data and handling of information (Drummond &
Ensor, 2001). The Fair Packaging and Labeling Act (FPLA) and Uniform Packaging and
Labeling Regulation (UPLR) are the regulatory standards which need to be followed while
performing business in North America.
Product Registration
U.S. Patent and Trademark Office (USPTO) is the office which can be used for the registration
of the products. The trademark application could be completed via USPTO websites. It is then
necessary to review the trademark rules and regulations of other countries with the help of The
International Trade Administration and WIPO. Then, it should apply the Madrid system for
registering and managing the trademarks worldwide (Silverman, 2008).
Registration certification process
There are five steps to register for certification. At first, the sign must be done on the contracts
with the certification body and then one should download the international sustainability and
carbon certification (ISCC) registration form from websites. After completing the registration
form, it should then send the registration form in excel sheet in [e-mail] .
Lastly, the ISCC sends the registration email with the registration number (Silverman, M. G.,
2008). There are no typical registration delays and costs stated for this products category.
Pestle Analysis of Northern America
Political
The governments of North America are moving towards digitization and the political parties are
also giving higher support in the imposition of the e-technologies. The improvement of the

efforts in the field of data protection is also analyzed in the North America. Each of the political
factors acts as an opportunity for the new company (Gillespie, 2007).
Economic
It is seen that there is stable economic growth in market of North America and rapid growth of
the developing markets in the field of technology. Moreover, the rising demands of the online
products might give rise to the business of the new company (Murphey & Gause, 2018).
Social
North America’s market gives rise to the purchasing capabilities all over the world and also rises
the usage of the customer’s services so as to evaluate the quality of products and quality of
business. Moreover, there is also enhance usage of the online services and thus, it will be an
opportunity for the new company to perform its business (Gillespie, 2007).
Technology
The integration of technology in different industries and markets of North America have acted as
both threats and opportunities. Moreover, the cybercrime is also increasing in North America so
new company can make secure software to cover the market threats. The expansion of the global
accessibility of internet can also be helpful for the company to achieve success (Murphey &
Gause, 2018).
Environmental
Since, North America has rising availability of the renewable energy and recycling programs so
new company can utilize it to improve its sustainability. Moreover, company can also rise up its
interest for the sustainability programs (Gillespie, 2007).

Legal
The North America has improved intellectual property protection which could help the company
to expand its business by reducing IP violation. Moreover, since North America has expanded
the e-waste regulation so company can help in improving its environmental impact.
SWOT Analysis
Opportunities
The software market of North America is different from another country as it possesses software
engineering-ish IT culture. This culture believes in writing its own software and also stays well-
informed regarding the recent developments. Thus, this is one of the opportunities for the
CognitiveAI platform as it also has the provision to build the software by its own. The offering
of specific software could also help in achieving more money. The expansion of North
America’s market and opening of various companies can also be an effective opportunity for the
company. The change in policies of the government towards education, healthcare, defense, etc.
have also acted as one of the opportunities for the company as more number of software’s will be
required by a different organization. Moreover, the people of North America also possess a
higher interest in managing the data and information.

Threats
The complex structure of the software development process is innovating constantly mostly in
North America. The company should keep pace with the newer technology so as to protect it
selves from its competitors. It acts as a serious challenge to the software development company
and in its future market positions. Since there are higher competitions in the market of software
development so this company should keep on designing and modifying its products so as to
match the needs of the customers. Moreover, the provision of the software’s in minimum rates
by the competitors is also considered a threat for the company (Lightfoot, 2000).
The Implication of SWOT Analysis
Yes, the company can make an attempt to enter or make an expansion in North America which
can be stated after reviewing SWOT and PESTLE. The software engineering-ish IT culture in
North America acts as one of the major competitive advantages for the company. Moreover,
since the organization achieved success while selling it online on it is assumed that the company
will achieve success in its targeted company. The two major products namely knowledge
management and data management will also act as the competitive advantage for the company as
very less organization gives emphasis on those areas.
CB Target Market and Segmentation
CognitiveAI is a B2B platform and will supply two major products namely knowledge
management and data management. Since the software is the main product which is sold to its
customers. So, the company has segmented its business as per the installation of the software.
They have to segment it into two ways namely clients who choose to install their copy of the
software in-house and clients who want to build their own software solution after paying to the

company (Dibb & Simkin, 2001). Since, CognitiveAI is a B2B platform so its target market will
be Government departments which will include defense, intelligence services, police; banking
and finance and banking; e-health sectors and also universities. The company will position its
products and services online. Moreover, the cognitive software group’s products will be provided
with other AI products as one of the collective offering to the market or for the segmented
market (Dibb & Simkin, 2001).
References
Cohen, M. A., & Whang, S., 2007. Competing in product and service: A product life-cycle
model. Management Science, Vol. No. 43, No. 4, pp. 535.
Dibb, S., & Simkin, L., 2001. Targeting, segments and positioning. International Journal of
Retail & Distribution Management, Vol.19, No. 3.
Drummond, G., & Ensor, J., 2001. Strategic Marketing: Planning and Control. Butterworth,
Heinemann.
Gillespie, A., 2007. PESTEL analysis of the macro-environment. Foundations of Economics.
Oxford University Press, USA.
Hamou-Lhadj, A. & Hamou-Lhadj, A-K., 2007. “Towards a Compliance Support Framework
for Global Software Companies”. In Proc. of the Software Engineering Conference.
Lightfoot, W., 2000. “Product Life Cycle Stages”. [Online] Available at:
https://marketinginc.com/ [Accessed on 25 April, 2019].
Murphey, M., & Gause, R., 2018. UCF Research Guides. Industry Analysis. PESTLE
Analysis. Business Horizons, Vol. No.17, No. 5, pp. 27-38.

Silverman, M. G., 2008. Compliance Management for Public, Private, Or Nonprofit
Organizations. McGraw-Hill Professional.
Smith, G., & Hirst, A. (2001). Strategic political segmentation-A new approach for a new era of
political marketing. European Journal of Marketing, 35(9/10), 1058-1073.