International Marketing Research

Running Head: Marketing Research 1
International Marketing Research

Marketing Research 2
Contents
1.0 Introduction.....................................................................................................................................3
2.0 International Market..............................................................................................................................3
2.1 Europe...............................................................................................................................................3
2.2 China.................................................................................................................................................4
3.0 Compare and Contrast...........................................................................................................................6
3.1 Comparison between international markets.......................................................................................6
3.2 Contrast between international markets.............................................................................................7
4.0 Recommendations................................................................................................................................8
5.0 Conclusions...........................................................................................................................................9
References.................................................................................................................................................11

Marketing Research 3
1.0 Introduction
The main aim of this report is to elaborate on the importance of international marketing.
International marketing is considered as the application of marketing principles to more than one
country. This report is based on Australian icon R.M. Williams which is producing a huge level
of leather goods but the major reason behind its success is the riding boots. The characteristic
that sets RM’s boots apart from contestants branches from his ability for leatherwork. The
production of this company is entirely different from others as the upper of the boot is made
using a sole piece of leather; it is the method that increases the durability and develops a clean
look (R.M. Williams, 2017). This production method remains a staple of R.M.Williams styles
today. The purpose of this assignment is to use a case study approach to compare and contrast
two different international markets that are Europe and China for an R.M.Williams and to
recommend which market has the greatest potential for immediate development.
2.0 International Market
2.1 Europe
Political and Legal
The political forces can impact the decisions of the marketing by implementing the rules through
which a business can be conducted. it has been found that the companies in Europe are affected
due to legislation at EU and national levels. However, EU itself as a regulatory personality and it
has established a single market across the territory of all its members.
Economical

Marketing Research 4
In the context of the economic aspect, it has been found that there is some economic motive for
EU that is an internal market, competition, infrastructure, agriculture, monetary union, and
financial supervision. It has been found that structural funds and Cohesion Funds are supporting
the improvement of underdeveloped regions of EU (Van Damme et. al., 2015). With respect to
brand, RM Williams will get an effective support from the government of Europe to sustain in
the market of Europe.
Financial
Europe condition in the perspective of financial is too strong and it has been found that most
European states have a GDP per capita income higher in the comparison of the world’s average.
It has some country such as Liechtenstein, Andorra, Norway, Germany, Switzerland, the
Netherlands, United Kingdom and Sweden that have enough good position in the context of the
financial.
Culture
There is a huge change in the demographic which will put effect on the demand of the products.
The culture of Europe is different from others as people of this country are supportive which will
be helpful for RM Williams to get growth in this country. People are most educated and have
trust over the brand names.
2.2 China
Political and Legal
There are major two factors under this aspect such as government regulations and legal issues. It
has been found that the political force under this country is more unsettled but the main focus of