International Marketing: Issues and Suggestions for Sannies Company

INTERNATIONAL
MARKETING

Table of Contents.
INTRODUCTION ..........................................................................................................................3
MAIN BODY...................................................................................................................................3
Issues and suggestions on the number of international marketing factors.......................................3
1) what branding issues will the firm have to deal with before entering the European market?.3
2) what elements of the product will need to be adapted for the European markets?.................4
3) what increased costs will the company face should they decide to develop their presence in
a particular country?....................................................................................................................5
4) what pricing issues will the firm have to address should they decide to enter a mature
western European market and emerging eastern European market?...........................................5
5) What logistical issues would the firm have to consider should they decide to enter an
emerging market in eastern Europe?............................................................................................6
6) what are the advantages of developing their online presence compared to opening a flagship
store?............................................................................................................................................7
7) outline your views on the advantages and disadvantages of the three promotional options
being discussed – expanded sales team, digital influencer, sponsorship.....................................8
8) which other promotional method would you recommend to the firm, outline your reasons
for this choice...............................................................................................................................9
CONCLUSION................................................................................................................................9
REFERENCES................................................................................................................................1

INTRODUCTION
International marketing which is also known as global marketing refers to the
implementation of fundamental marketing principles and theories by the companies outside the
domestic country (Javalgi and Russell, 2018). Foreign Direct Investment (FDI), joint venture,
export, licensing are the examples of global marketing. It is significant for an organization to
expand its market share outside local border so to achieve the global brand name resulting in
increase in the sales and revenues. The report will discuss the international issues relating to the
Sannies company which is a high-quality fashion shoes Scottish producer working for almost
70 years. The quoted company is having a turnover of £30m yearly due to the high sale in UK
and Ireland. Report will evaluate the issues in regard to the international marketing elements
such as product, price, distribution and promotion activity. The market that is chosen to enter is
France. The reason behind this research is the consistent decrease in sales from the past three
years. Further, the case study will advise to each issue coming between the expansion of the
given organisation.
MAIN BODY
Issues and suggestions on the number of international marketing factors
1) what branding issues will the firm have to deal with before entering the European market?
Branding is what makes a product different from other products in the market and how
customers can easily identify the product of the particular company in the market. No matter how
much a company is famous, branding always have to be done keeping the clarity of standing out
in the market. For Sannies, a Scottish based women shoe producer, it becomes very important to
understand the international market in order to decide the branding strategy for the launching of
the product in France, which is a Western Europe country (Gillespie and Swan, 2021).
Developing a strong branding strategy for the product launch in France market is
important, as one of the challenges faced are that there already is a tough competition in the
France market when it comes to the shoes business. As Sannies focus is on serving the women in
France market and there already are many shoes brands that makes exclusive shoes for the
females in the France, this includes both domestic and national brands. It generates the need for
making brand strategy which is derived from the need of the customers so that it attracts the
customer.

The typical cultural barriers in the France market is another challenge, as Sannies is a
Scottish based brand it has to spend time on understanding the France culture and faith of the
people attached with the same so that in the process of making a European debut company
doesn't hurt the sentiments of the potential customers (Hansopaheluwakan and et.al., 2020). The
language barrier is one thing but brand should understand the strategy of the local marketers in
the business.
Legal obstacles, the recent exit of the UK from the European union which is popularly
known as the Brexit, has affected the business structure as increasing the cost due to the currency
difference and it has led to the establishment of the tariffs which impacts the branding cost of the
product.
2) what elements of the product will need to be adapted for the European markets?
Technological adaptation, as the kind of technology which is adapted by the existing
business models in the France needs to be studied. This is important to understand the kind of
technological aspect company should adapt in working in France as a new and advanced is not
always better if people don't know the use of the same. Tech background and systems should be
according to the need and understanding of the customer (İpek, 2020).
There are number of requirements which should be complied for a shoe manufacture
before entering into France market as the market has formulated robust regulation system for
any new product to be launched in the greater market. Sannies producer must fulfil the various
legally binding guidelines such as directives regarding the Product Safety due to chemicals used
by the footwear industry while manufacturing the product. The quoted company should assure
that the elements used before developing a shoe must be eco-friendly and not hazardous to the
customers. Leather which are being used by the given company must be crossed check before
using as if it does produce aromatic amines which are being prohibited by the EU (Grumiller and
Raza, 2019). The another element which plays a key important role is the labelling of footwear.
This has important part because it provides the information of the materials being used and also
made compulsory the origin label. To adapt the France market Scottish company should launch
it's all five styles of shoes which are being available with the different brand names i.e. Gallus,
Jings and Blether. These brand is based on the diversified prices and should rely on the online
streaming of their products for advertising (Klar, 2020). Before entering the France market they