International Marketing Plan for Semantic Software

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International Marketing Plan 2
EXECUTIVE SUMMARY
The report is on an Australian Company Semantic Software which deals in artificial technology.
The company seeks to establish it business internationally so the article is about an international
business plan. The report begins with an introduction that highlights details of the company,
what it offers and the country of choice it wishes to establish business. It then touches on the
research methodology about the technique that was used to conduct the research. This is
thenfollowed by a situational analysis which talks about internal and external environment and
then a company analysis which is an evaluation of the company’s performance (Hall, 2016). This
is then followed by a market analysis which elaborates in length the market situation in USA.
The report then looks at nature and extends of demand and how they are correlated. Product
category stage of product life cycle is the next step and the report highlights where the company
is in the product life cycle. This is followed by external analysis which highlights the PEST
analysis. It then discusses competitor analysis whereby the company evaluates its rival in the
same industry. A SWOT is then discussed in detail and its implication. This is followed by
discussion on objectives in relation to the international and market objectives of the company.
The document thus discusses the recommended market mix which encompasses target Markets
Identification and Segmentation Strategy with several subtopics on the segmentations. After that
the document talks about market positioning on how product occupies consumers’ mind. The
document then highlights the market entry strategy on how the company is to enter the USA
market. This is followed by discussion on marketing mix strategies and tactics which relates to
the 4P’s strategy and highlights on each P. A budgeting plan is what that follows and
highlighting of the forecasted sales and expenditure and recommendation based on the assumed
budget and the assumptions made. There is then a discussion on a monitoring action plan which
involves how to evaluate, monitor and control the business plan. This is followed by a
conclusion based on the report and then references to indicate from where the information was
sourced.

International Marketing Plan 3
Table of Contents
1.0 INTRODUCTION.....................................................................................................................................6
2.0 RESEARCH METHODOLOGY...................................................................................................................7
3.0 SITUATIONAL ANALYSIS.........................................................................................................................7
3.1 Company analysis..............................................................................................................................7
3.2 Market analysis..................................................................................................................................8
3.3 Nature and extent of demand.........................................................................................................10
3.4 Product category stage of product life cycle....................................................................................10
3.5 External analysis..............................................................................................................................11
3.6 Competitor analysis.........................................................................................................................12
4.0 SWOT ANALYSIS...................................................................................................................................13
4.1 Internal company strengths and weaknesses..................................................................................13
4.2 External Market opportunities and threats.....................................................................................13
4.3 Implications of SWOT analysis.........................................................................................................14
5.0 OBJECTIVES..........................................................................................................................................14
5.1 International objectives...................................................................................................................14
5.2 Market objectives............................................................................................................................15
6.0 RECOMMENDED MARKET MIXING STRATEGY.....................................................................................16
6.1 Target Markets Identification and Segmentation Strategy..............................................................16
6.2 Market positioning..........................................................................................................................17
6.3 Market entry strategy......................................................................................................................17
7.0 MARKETING MIX STRATEGIES AND TACTICS........................................................................................18
7.1 Product/Service and Branding Strategy...........................................................................................18
7.2 Place (Distribution) Strategy............................................................................................................18
7.3 Price Strategy...................................................................................................................................18
7.4 Promotion Strategy (including Promotional Budget).......................................................................19
8.0 PLANNING BUDGET.............................................................................................................................19
8.1 Planning assumption........................................................................................................................19
8.2 Forecast revenue.............................................................................................................................20

International Marketing Plan 4
8.3 Forecast expenditure.......................................................................................................................20
9.0 IMPLEMENTATION AND CONTROL......................................................................................................21
9.1 Formal Project Plan for Implementation of Recommendations......................................................21
9.2 Monitoring of action plan................................................................................................................21
10.0 CONCLUSION.....................................................................................................................................23
REFERENCES..............................................................................................................................................24

International Marketing Plan 5

International Marketing Plan 6
1.0 INTRODUCTION
Semantic Software is a company based in Australia that deals with research on software and
development and the company focuses on Artificial intelligence technologies. The company was
established in 2008 and can be categorized as a Small and Medium Enterprise. It is the leading
company in Australia in semantic technology and seeks to grow and expand to the international
scene. Semantics is a language used in programming while Artificial Intelligence is intelligence
installed in machines (Kasemsap, 2017). The level of intelligence installed in machines cannot
reach that of the human brain but the machine makes up by quantity since it is installed with all
categories of knowledge unlike a human being who s restricted to one specialty or a handful. The
company service involves developing search engines on the web to comply with the user’s
answers or feedback also known as artificial intelligence since the web is only using metadata to
place information into its correct context. The company’s products are storing and retrieving
mega data for large firms. The main market target for Semantic Software is the Medical industry,
e-commerce, intelligence security agencies and the financial industry in countries which are well
endowed with technology and use of internet. It also seeks help customers retrieve large amounts
of data stored online. Its main focus is on e-commerce where buyers and sellers transact online.
Customers who shop online give a description of commodity they want to buy and the search
engine will give an outcome of what the customer is expecting. The medical industry is growing
and is also known as digital doctor involves patients asking question or giving symptoms of their
disease and the web has a mega data which places the question in its context which is
predetermined by being analyzed in a mega data storage and then matched against a knowledge
graph which then gives an automated answer to the question. There is also synchronization of
patient information by the doctor and other medical personnel for easy retrieval and quick
diagnosis of the patient’s history. The company will also focus on the intelligence community
where individuals’ profile can be accessed all at once like their social media account and
criminal records. Semantic Software seeks to enter the international market thus it has to have a
market strategy. Market strategy is the method that a company intends to use to distribute its
products to the targeted market by establishing contacts in the targeted country and making the
targeted market aware of the product to be offered. The literature will explore how to come up
with the international business plan (Johnson, 2016). The primary entry strategy to be used will
be direct exporting. That is; the company will use its own resources to sell its services directly to