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International Marketing Strategy - Assignment

   

Added on  2021-02-19

15 Pages5224 Words24 Views
INTERNATIONALMARKETINGSTRATEGY

TABLE OF CONTENTSINTRODUCTION...........................................................................................................................1Purpose and need of marketing internationally by entering into market of India and elementsthat attracted the company to enter market of India..............................................................1Strength and capabilities of ALDI.........................................................................................1Contemporary Business Issues when entering into a new market including both cultural andmarketing issues. ...................................................................................................................2Methods for entering into a new market.................................................................................5Analysis to the problem of market entry Methods.................................................................5Recommendations for suitable market entry method.............................................................6STP Model – Segmentation, targetting and positioning of customers...................................7Marketing mix decision making.............................................................................................8Marketing mix elements which should be considered by ALDI while entering into market ofIndia......................................................................................................................................10Ans-off Matrix......................................................................................................................11CONCLUSION..............................................................................................................................12REFERENCES..............................................................................................................................13

INTRODUCTIONInternational marketing is a marketing application in which needs and wants of thepeople residing across the boarders are being satisfied. It is a marketing activity which isundertaken in more than one nation which is can be also recognised as global marketing(Gomes,Sousa and Vendrell-Herrero, 2017). Global marketing is being taken place because of severalreasons like increased economies of scale, huge market share, elongated life of the products andmany more. Present report is based on ALDI which is a private company headquartered inGermany that deals in food, beverage and households essentials. ALDI group currently have 35independent regional branches with around 2500 of stores. Regional branches of the companyare operated as limited partnerships that haves a regional manager for each of the branch whoreports directly to head office. Company is involved in global market which covers severalcountries that includes Denmark, France, Portugal, Poland and Spain. It also operates in Ireland,Hungary, Great Britain, Switzerland, Italy, Austria, China and Slovenia. Present report includesimportant issues which are being faced by a company while entering into market of India, whichcomprises of cultural and marketing related issues. Further it has appropriate market entrystrategy suitable for an organisation to enter a new market. Purpose and need of marketing internationally by entering into market of India and elements thatattracted the company to enter market of IndiaALDI is a huge company with a good brand name in market that have numerousstrengths and capabilities which can help the company in entering into new market. ALDI has astrong distribution network which make the company to offer its products to all the majormarkets where it operates. Company also have a strong free cash flow which can help the groupto enter into a new market by making a investment to enter into global market. India is a countrywhere ALDI has not offered its products since yet, so the company have a opportunity to offer itsproducts in India and create a new customer base. India have a huge population which attractsthe company most as a huge customer base in the country can be created by the company.Strength and capabilities of ALDIALDI have several strengths and capabilities which can help the company to market itsproducts internationally in the international market of India. Company haves a good brand namewhich can allow the company to offer its products in the new market more easily as companyname is already being known by most of the population of the new country where the company1

wants to enter. ALDI has a strong distribution network which make the company to offer itsproducts to all the major markets where it operates. Company also have a strong free cash flowwhich can help the group to enter into a new market by making a investment to enter into globalmarket.Contemporary Business Issues when entering into a new market including both cultural andmarketing issues. Every year is bringing new opportunities for the businesses at the same time it is comingwith new issues like changed perspectives, legislations and even innovation that are makingbusiness difficult. It is the responsibility of the manger to be aware about the issues that caneffect the company's existence and functioning while entering into market of India (Hartsfield,Johansen and Knight, 2017). ALDI is already in global markets of several countries and have agood response from all the major countries. Company can move into a new market in order tomake new customers and offer products which are being produced by the company. This canincrease the market of ALDI with a new base on consumer for its products. Marketing issuesNet Neutrality EndingThe motive behind developing net neutrality was to enable everyone with equal as well asfree access over the internet. Federal Communications Commission has revoked the previousregulations given on net Net neutrality which is taking away the motive behind establishing it.ALDI is not a small firm but a large enterprise that cannot run its functions without the accessover net. According to new regulations companies will have to pay the price, content and speedfor the technology and consumer demand as dictated by the Internet Service Providers. ALDImight not be able to get the access of net as per its targeted budget. So the managers will berequired to look for other possible alternatives that can be used for attracting and communicatingwith customers(Wu, 2016). Legal issuesGDPRGeneral Data Protection Regulation got approval from European Union. Companiesincluding ALDI are required to comply with these regulations within a time frame of two2

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