International Marketing Strategy

Running head: INTERNATIONAL MARKETING STRATEGY
INTERNATIONAL MARKETING STRATEGY
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1INTERNATIONAL MARKETING STRATEGY
Executive summary
The purpose of this report is to choose a market for the business expansion of a particular
company and analyze the market suitability for the company. The selected company Nu skin
enterprise plans to expand its market operations in the selected country Span. The report has
identified and justified the market entry method for the selected company. It has analyzed the
market situation of the country and determined the branding strategies that can be implemented
by the company. It has identified the cultural issues that can be faced by the company. It
provides strategic international marketing recommendations in respect to the marketing mix
elements. Lastly, it identifies the considerations in respect to the economic barriers, the legal and
other challenges that can be faced by the company and concludes the report.

2INTERNATIONAL MARKETING STRATEGY
Table of Contents
Introduction......................................................................................................................................3
Discussion........................................................................................................................................4
1) Identification and justification of market entry methods............................................................4
2. Branding strategies to enter Spanish market...............................................................................5
3. Cultural issues and other challenges............................................................................................7
4) Strategic international marketing................................................................................................9
Product strategies to be used in the international markets.......................................................9
Pricing strategies to be used in the international markets......................................................10
Promotion strategies to be used in the international markets................................................10
Distribution strategies to be used in the international markets..............................................10
5) Identification of market/economic barriers, related risks and mitigation.................................11
Conclusion.....................................................................................................................................12
References......................................................................................................................................14

3INTERNATIONAL MARKETING STRATEGY
Introduction
The selected company Nu skin is considered to be one of the largest multilevel marketing
firms in the world. Nu skin enterprise was founded in the year 1984. It sells its products directly
and distributes more than 200 beauty and wellness products in the categories personal care and
nutritional supplements. It operates in various countries in and around Europe. The company
develops and distributes its beauty and well being products. It offers anti-ageing personal care
products and items along with nutritional supplements. The company operates and distributes its
products through direct selling personal channel (Ahmed, P. K., & Rafiq, M. 2013).. The
company prefers person to person selling and prefers to promote its products by direct approach.
The primary category of products offered includes core skin care items, treatment products and
other skin related products. The other range of products includes anti-ageing products and beauty
products. Further, it also offers Epoch products featuring items that are derived from botanical
ingredients and other renewable sources. It also offers beautifying products like cosmetic,
personal care and other hair care product items. Currently, the company plans to expand its
market to Spain and operate its business there (Andersson & Evers, 2015). The purpose of this
reportis to analyze the market expansion strategies of Nu skin enterprise. It identifies and
justifies the market entry methods that can be adapted by the company to expand its business to
the Spanish market. It considers the branding strategies that can be used by the company to enter
the new market. Further, the report identifies the cultural issues that exist in the Spanish market,
the ways in which the company can position its products in the market place of Spain. It provides