International Marketing Research

International Marketing
Research

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Executive Summary
In the competitive environment of today expanding in the new countries is possible only with
the help of effective marketing. This analyses the expansion of the “The best soft drinks” in
china. It is found that political and economic environment in China will support all kinds of
investments in the country. At the same time, technological and social environment has
changed considerably on which the firm will have to work upon. The internal environment of
the company is good just they will have to focus more on the technological aspects. Company
aims to segment youngsters and health conscious people for which they have positioned
themselves as company that supplies quality at lower prices. Company can use wholly owned
subsidiary as a strategy to expand in China. The product is of higher quality and the prices
they have set for it is one the lower side which is different from that of UK. They need to
promote products on the digital platforms.

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Contents
Introduction................................................................................................................................2
Marketing environment..............................................................................................................2
PEST analysis.........................................................................................................................2
SWOT analysis...........................................................................................................................3
Market segment..........................................................................................................................4
Market entry strategy.................................................................................................................5
Positioning..................................................................................................................................5
Marketing objectives..................................................................................................................5
Marketing strategy.....................................................................................................................6
Segmentation and targeting....................................................................................................6
The marketing mix.................................................................................................................7
Conclusion..................................................................................................................................7
REFERENCES...........................................................................................................................8
Introduction
Soft Drink market has become big and it has become one of the most profitable businesses in
the today’s time. There are many local and international firms emerging in many parts of the

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world. “The best soft drinks” is an international soft drinks company that has hired SME
which is expert in producing smoothies which is a fruit-and-yogurt-based beverage with high
quality flavours, nutritional content and a very different kind of packaging. They are targeting
people that are health conscious, up-market consumers and young. Till now “The best soft
drinks” markets these products in UK but now they aim to expand the business in China. This
report will access different aspects of the internal and external environment that will have
impact on this expansion and marketing plan.
Marketing environment
It is essential for “The best soft drinks” company to analyse both external factors that are
producing challenges for the business and the internal factors that will help in confronting
these challenges produced by external environment.
PEST analysis
For analysing the external environment, PEST analysis is one of the best tools that can be
used by the company to analyse the external environment.
Political: The political condition in China is highly stable and hence expansion plan will not
face much political challenges. There is an immense support by the Chinese government for
any kind of FDI (McDonald, 2018). This support is higher for the healthy lifestyle products.
At the same time there is political instability in some regions of Europe and the decision of
the UK government such as Brexit will have direct impact on the business of the company. In
such situation, it is essential for a company to find a market that is having stable political
environment. This is necessary for ensuring long term growth of the organisation. Improving
trade relations between China and UK will have a positive impact on this expansion.
Economic: The economic environment in China is highly positive as it is one of the fastest
developing economies in the world. The GDP of China is second biggest in the whole world
after USA. At the same time, per capita income of China is also high hence company can
easily achieve higher sales. Government is also supporting firms in terms of taxes and tariff
so that they do not face initial barriers in the expansion process (Lee, et al. 2016). With the
amount of investment done by China on its infrastructure, the growth of their economy is
going to be in multi-folds. This will make China as economy that can give higher benefits to
firms investing in it.