International Marketing Strategies

This assignment delves into the complexities of international marketing. It examines various strategies employed by companies to succeed in global markets, considering factors such as market research, cultural sensitivity, pricing, and distribution. The provided readings offer insights into topics like the impact of institutional environments, the role of entrepreneurial orientation, and the influence of regulatory focus on global consumption.

INTERNATIONAL
MARKETING

Executive summary
Primark is going to operate its business in the Indian market, therefore it has to conduct effective
market analysis of Indian market. Company is going to produce innovative and creative designer
clothes for kids and adult people customer. Corporation have major objective is to acquire large
numbers of customer by deliver effective and excellent quality product to them. Further company
want to increase its market share in the Indian market. Therefore, company have to choose the
export mode of market entry. In addition to this corporation will choose the demographical
segmentation in the market. It will choose both online and offline channel of communication and
promotion in the market. Moreover it will select penetration pricing strategy in order to increase
its profit in the market.

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
1........................................................................................................................................................2
2........................................................................................................................................................2
A).................................................................................................................................................3
b).................................................................................................................................................3
c)..................................................................................................................................................4
d).................................................................................................................................................4
3. Preliminary Marketing Plan.........................................................................................................4
a...................................................................................................................................................4
b...................................................................................................................................................5
c...................................................................................................................................................5
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
International marketing is a marketing activity under which seller engaged with more
than one country and deal with the international market. It is the application of marketing
principles in more than one country, by companies overseas or across national border. An
international market is defined geographically as a market outside the international border of
company’s country of citizenship (International Market Definition & Explanation. 2016). Under
this market, seller have to follow the international rules, regulation and code of conduct by which
it operate its business operation in the foreign market. Primark may largely affect by the cultural
and economic environment in the new emerging market that is India. The economy of India has
been significantly stable, since the introduction of the industrial reform policies in 1991.This
factor includes the GDP rate of country, pricing policies, rate of interest and economy condition.
Company has to conduct the economic analysis of the Indian market in order to sustain
there in an effective manner. Under the economic condition of country various aspects are
included such as rate of interest, inflation, fluctuation in pricing policies etc. Primark has to
consider this factor in order to carry its business activities and function in the Indian market.
Primark is a clothing retail company so its process will decide in the Indian market according to
their economic condition.
Primark has to set its process of product according to the consideration of this component.
Cultural factor can largely affect the business operation because in this factor includes customer
beliefs, choice, preferences, taste, family size, family style etc. Primark is a clothing retailer
company so it must consider the Indian customers choice, taste, preferences, culture, and their
changing fashion trend. Primark is going to operate its business in the Indian market so Indian
culture can influence the cited venture production, manufacturing, marketing process. In order to
perform effectively in the new market cited venture has conduct the cultural analysis of Indian
market.
The economy of country affect the business operation by fluctuation of interest rate,
inflation, recession and pricing policies. This factor includes the GDP rate of country, pricing
policies, rate of interest and economy condition. Primark has to set its process of product
according to the consideration of this component This project report produce an international
marketing plan for an organisation Primark. It is an Irish clothing retailer operating in Austria,

Belgium, France, Germany, Ireland, Portugal, and Spain. This project has been addressed the
market audit and competitive analysis with respect of Primark in the emerging market India.
1.
Primark main objective is to develop such innovative and creative product so as it can gain
the competitive advantage and maximum profitability in the new emerging market that is India.
Primark is a clothing retail outlet so it is going to introduce its brand in the Indian market. In
order to produce innovative and creative product in the Indian market it have to adopt the Roger's
diffusion of innovation Model (Westjohn and et.al., 2016). According to Rogers, Diffusion is the
process in which and innovation is communicated through certain channels over time among the
members of a social system. Roger's diffusion innovation is a framework of change and work as
an excellent guide for practitioners. It consist of various variable that determine the rate of
adoption of innovation. Primark can develop its product as innovative by considering this
variables that is- Relative advantage- Product must have degree to which an innovation is perceived than
the idea it supersede. Further the greater the perceived relative advantage of an
innovation, the more rapid its rate of adoption. Compatibility- Product must have the degree of which an innovation is perceived as
being consistent with the existing values, past experience and needs of potential adopters. Complexity-The degree to which an innovation is perceived as difficult to understand and
use (Schmid, Grosche and Mayrhofer, 2016). Trial-ability- The degree to which an innovation may be experienced with on a limited
basis. If an innovation is trial able, its result in faster adoption (Martin and Javalgi,
2016).
 Observability- The product to which the result of an innovation are visible to other. The
easier it is for individuals to see the result of an innovation, the more likely they are to
adopt (Santos-Vijande, López-Sánchez and Rudd, 2016).
Competitive analysis of the business is crucial to attain high and effective business
growth. In order to analyse the competitive position of Primark following analysis has been
carried out. Bargaining power of customer- Primark is a clothing retail outlet so it have high level
competitors because in the market thee are numbers of competitors. So that bargaining

power of customer is high because if company make some changes in the quality of price
of product then customer may switch the brand. Its competitors in the Indian market is
Allen solly, ven Hussain etc.
 Bargaining power of supplier- There are lots of suppliers avail;able in the market and
company brand is enough to sale its product. It can be said that bargaining power of
supplier is low if supplier increase their rate then company can switch towards another
suppliers. Threats of substitute- Primark have high level of competition in the market so customer
can switch to another company if primark make changes in product price and quality. Threats of rivalry- Primark have large numbers of competitors in the market so threat of
Rival is high.
 Threats of new entrants- If any company want to establish in the market so it has to
spend large amount of capital investment. So it can be said that threat of new entrants is
low.
2.
Primark is famous retail outlet in the United Kingdom, Ireland, Europe and the United States.
The company's international headquarters is registered in Ireland. Primark is a subsidiary of
international food, ingredients and retail group Associated British Foods. Primark offer a diverse
range of products including new born and kids clothing, women's wear, men's wear, home wear,
accessories , footwear, beauty products and confectionery (Lee, 2015). Company is going to
operate its business operation in new emerging market that is India,Primary is going to expand
its business operation in the Indian market. Therefore, company has to conduct effective market
analysis of this host country. In order to analyse the marketing and communication need of the
business the following analysis will be carried out.
The AIDA model
In order to promote international product of primark in the Indian market , company have to
adopt various promotional and innovative strategy so as it can build an effective brand
image in the market and maximise its sales. The AIDA model can use in order to promote
in the new market -

 Awareness- Awareness means customers becomes aware of a category, product or brand.
The awareness can be generated only by effective promotional activities like
advertisement etc. Interest- Interest means customers becomes interested by understanding the brands
benefits and how the brands fits with customer's lifestyle. By use of effective
advertisement strategy, customer take interest and wants to know the benefits of
particular product and services. Desire- The desire may generate when customer actually wants to buy that particular
product and services. The customer develops a favourable disposition towards the brand.
 Action- In this last stage customer finally purchase product according to his needs.
A)
I. Geographical region- India is situated north of the equator between 8°4' to 37°6' north
latitude and 68°7' to 97°25' east longitude. It is the seventh largest country in the world
with the total area of 3287263 square kilometres.
II. Technology affects the product development and manufacturing process of firm. India is
served with excellent technological system and also possesses one of the strongest it
sector in the world. Primark can get the advantage of Indian fastest technology (Eisend,
Evanschitzky and Calantone, 2016).In India, there has 2G,3G,4G available to company
can use this fastest technology in their communication process. Further in the marketing
communication, it can adopt the online marketing as well as offline marketing. In the
internal process of communication they can use the latest technology of India.
III. Primark is a clothing retailer company so it must consider the Indian customers choice,
taste, preferences, culture, and their changing fashion trend. Company have to consider
the cultural aspect of country and according to the Indian people fashion trend, their life
style,choices, preferences and dressing pattern (Kaynak and Kucukemiroglu, 2015), it
have to produce the appeals.
IV. Media includes advertisement, promotion, marketing of product. Primark have excellent
media's channels In the UK market. It can also adopt the effective channels of
promotional activities and advertisement in order to promote its product and services in
the new market. It can use the online as well as offline channel of distribution of product

and services in the Indian market. Further in order to advertise its product in the Indian
market it can use the TV, magazines, coupon, billboard etc.
V. In order to expand its sales and profitability in the Indian market, company can adopt the
penetration pricing strategy. Under this corporation sales its clothes with a low prices.
This strategy designed to capture market share and compete with rivals in the market.
Moreover it has been evaluated that in the present era, the Indian market has faced a large
change in the economy. Indian government has stopped 500 and 1000 rupees notes which has
resulted in currency crises in the country. Primark is going to operate it business in the Indian
market so cited venture largely affected by this demonetization. The major impact by this
situation on the Primark is that the sales of its product and services will decrease because the
event has resulted in minimizing the purchasing power of Indian population. Therefore people
are unable to purchase product and services in the market due to currency shortage. Primark may
largely affected by this happening and its sales and profitability can decrease. Further company's
production, manufacturing and marketing prices also negatively affected because Primark also
cannot use the 500 and 1000 notes in the Indian market so they will face the shortage of
currency. Thus company need to develop its online infrastructure to handle the crises effectively.
Moreover the technological development is widely demanded by the business.
b)
Primark will face Indian brands of clothes which have large business operation in the
Indian market. Major competitor of prim ark in India is Van Heusen, Allen Solly, Peter England,
Flying machines, Spykar and park avenue. This are major competitor which primark will face the
competition in the Indian market.
Aditya Birla Group is major competitor of Primark in the Indian market which produce
adults clothes. It is an Indian multinational conglomerate named after aditya Vikram birla
headquartered in the Aditya Birla centre in worli Mumbai India. Aditya Birla Group sell in house
and other branded apparel via brick and moter and online stores(Fernández-Mesa and Alegre,
2015). The group’s form Madura Fashion and lifestyle sells in house brand such as Louis
Philippe, Van Heusen, Allen Solly, Peter England and people via their industrial brand sites. This
cloth brand use the online as well as offline channel of distributions and promotion (Julian and
Xu, J., 2015).

c)
The Indian retail Industry has emerged as one of the most dynamic and fast paced uiindustries
due to the entry of several new players. India's retail market is expected to nearly double to US$
1 trillion by 2020 from US$ 600 billion in 2015 driven by income growth, urbanisation and
attitudinal shifts.
d)
India runs on a federal form of government. This political environment is greatly influenced by
factor such as government's policies, politician interest, rules, regulation of business, Indian tax
policies etc (Ehrlich, Shoham and Asseraf, 2016). Primark has to consider all these mentioned
aspect at the time of operate its busies in the Indian market. This factor includes the legal rights
and protection acts related to the employment as well as customers. In the recent past, a number
of legal changes have been implemented in India such as recycling, minimum wage increase and
disability discrimination, which can directly affect Primark business operation in the Indian
market.
3. Preliminary Marketing Plan
a
Mode of entry- companies entering s foreign market have to choose a strategy. There are
various entry modes to enter in the new market that is Hierarchical mode, intermediate mode and
export mode. In the export mode there are again three major mode of entry in the market that is
indirect export, direct and cooperative export. Primark can use the direct mode of entry under
this manufacturing firm takes care of exporting activities and is in direct contact with the first
intermediary in the Indian target market (Fernández-Mesa and Alegre, 2015). The firm is
typically involved in handling documentation, physically delivery and pricing policies, with the
product being sold to agents and distributors.
b.
Primark have major objective is to expand its marketing activities in the Indian market. It
aim is to produce innovative and creative products for Indian customers and gain the maximum
market share of the Indian market. For this purpose company have to focus on the particular
market segment. Therefore company choose demographical market segment. Under this market
is divided according to age, race, religion, gender, family size and income group. As per this

segment, company produces the clothes according to the age, income and gender of the
customer. It will produce clothes of kids, and old age people group (Demangeot, Broderick and
Craig, 2015)..
 Kid wear- Primark will produce clothes for both male and female kids and their prices
will reasonable so every income group people can produce
 Adult people- Primark will produce clothes for both male and female people. These
clothes will available for higher income as well as lower income group people.
In order to communicate about the company product in the Indian market company can adopt the
online as well as offline channel of distribution (Eisend, Evanschitzky and Calantone, 2016).
Further it will communicate with customer by online and physical store basis.
c.
Primark can adopt the product component model under which the core benefit are offered
through the components that make up the actual products the customers purchases.
d.
Promotion strategy differ depending on the individual business or product, but all strive
to increase product demand and awareness. Company will choose the online as well as offline
promotion strategy. Under online promotion it will sales its product by direct mail, social media,

company profile etc (Demangeot, Broderick and Craig, 2015). On the other hand under offline
promotion it will promote its product by use of personal selling, TV advertisement, billboard,
magazines, news paper.
Direct mail marketing will be more suitable for company because through this it may direct
contact with end user.
e.
A distribution strategy is a plan created by the manufacture department of a company that
outlines how the company aims to maker its products available to retailer, intermediaries and
consumers. Primark can adopt the direct distribution as well as indirect distribution. In direct
distribution channel, company can directly cont\act with the end user. On the other hand in
indirect channel of distribution, company can distribute its product by help of agents, sales
distributes etc. Under this channel, a chain of intermediaries through which a product moves in
order to be made available for purchased by a consumers (Demangeot, Broderick and Craig,
2015)..
f.
Price is the value that is put to a product or services and In the result of a complex set of
calculation, research and understanding and risk taking ability. A pricing strategy takes into
account segments, ability to pay, market conditions, competitor actions , trade margin and input
costs, amongst other. There are various pricing strategy such as penetration, premium and
economy strategy. Primary can adopt the penetration pricing strategy under which it can design
the prices in order to capture market share by entering the market with a low price relative to the
compensation to attract the buyer (Coviello, Jones and McDougall-Covin, 2015). The major
objective of this strategy is to acquire the large numbers of customer by provide the product in
the minimum prices. Here are various factors affect the procing sdtarttegies which are as
follows- Competition- In the Indian market when primark sets its prices of clothes then
competition largely affect to its. Competition is the major factor which have to consider
primark at the time of setting the process of product (Demangeot, Broderick and Craig,
2015). Market demand- Market demand is another important factor, primark has to consider this
factor at the time of price determination. Supply and demand of product should major

concern for company. If a product is in high demand, particularly if demand exceeds
supply then the market can bear a higher price (Clark and et.al., 2016).
 Government and law- Government regulation and law may largely affect the pricing
policy of company. Firm have to set the pricers of product according to the country law,
code of conduct, regulation, business legislation etc.
CONCLUSION
From this project report it has been concluded that primark have great opportunity to
expand its business in the Indian market. India have effective political and technological
environment so as cited venture may highly beneficial through this market. Further, company
can choose online and offline marketing channel in order to expand its sales in the market.
Further company can choose the export mode of market entry. It is recommended to the primarjk
that company have to choose the penetration pricing strategy so as it can acquire large market
share and profitability.

REFERENCES
Books and journals
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consumer dispositions toward foreign countries and globalization. Journal of
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Clark, T. and et.al., 2016. Where/How Does Marketing Fit? What Is Marketing’s Place in the
Firm and Within the Family of Business Disciplines?. In Let’s Get Engaged! Crossing the
Threshold of Marketing’s Engagement Era. Springer International Publishing.
Coviello, N. E., Jones, M. V. and McDougall-Covin, P. P., 2015. Is International
Entrepreneurship research a viable spin-off from its parent disciplines?. Rethinking
Entrepreneurship: Debating Research Orientations. pp.78.
Demangeot, C., Broderick, A. J. and Craig, C.S., 2015. Multicultural marketplaces: new territory
for international marketing and consumer research. International Marketing Review.
32(2). pp.118-140.
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for international marketing and consumer research. International Marketing Review.
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Ehrlich, T., Shoham, A. and Asseraf, Y., 2016. International Performance: The Role of Inertia,
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Julian, C. C. and Xu, J., 2015. International joint venture marketing performance in China: a
resource-based approach. Journal for Global Business Advancement. 8(4). pp.420-435.
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Santos-Vijande, M. L., López-Sánchez, J. Á. and Rudd, J., 2016. Frontline employees’
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international marketing activities. International Business Review. 25(2). pp.535-547.

Westjohn, S. A. and et.al., 2016. The Influence of Regulatory Focus on Global Consumption
Orientation and Preference for Global Versus Local Consumer Culture Positioning.
Journal of International Marketing. 24(2). pp.22-39.
Online
International Market Definition & Explanation. 2016. [Online]. Available Through:
<http://study.com/academy/lesson/international-market-definition-lesson-quiz.html>.
[Accessed on 15 November2016].
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