Marketing Approaches and Market Entry Modes for Captify

This report discusses the marketing approaches and market entry modes used by Captify to enhance its performance and expand its business in different areas like Germany and France. It also evaluates the best market entry mode for entering these markets and suggests alterations in promotional activities to achieve desired targets and goals.

INVESTIGATIVE
REPORT
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EXECUTIVE SUMMARY
Document has presented the information, in regards to how marketing approaches and
market entry modes led Captify to enhance the performance level through expanding business
among different areas like Germany and France. On the other hand, evaluation of markets has
helped Captify in selecting the best market entry mode to enter France, Germany, Kiev, New
York and so on. Including this, it is also said that Captify would require to make alterations
among promotional activities, which will lead company to hit different desired targets and goals
in specified time frame.

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Company/product for preparing the global marketing report
Brief background on Captify
Captify is said to be one of the largest but middle level company of United Kingdom,
which is offering customers with 1st party consumer search data, which is specifically different
from Google (Razib, 2014). Basically, it is selling customers with unique technology, which
helps them in serving with various voice search, desktop on-site search and in-app search among
different channels. Company was found in the year of 2011 and working in approximately 10
global markets with across 230 qualified staff members. It has offered its clients to experience
the best and informative definition of search (search intelligence and decision making). This
search retargeting business organisation is having its primal headquarter at London and rest of its
primal offices are among New York, Paris, Hamburg, Germany and at Kiev as well.
Potential internationalization motives
Considering the two internationalization motives (Profits and Growth), which
specifically raised or influenced Captify to move among new and highly growing international
markets like Hamburg Germany, France, Kiev Ukraine, London and so on. Basically, every
single organisation is looking forward to grow and enhance profit margins and this could
effectively be done just to fulfil the needs of business person and i.e. earning profit. In the same
way, both the founders of Captify (Adam Ludwin and Dominic Joseph) has developed a unique
idea of providing its clients with 1st party consumer search data, so that they could take right
decisions in specified time frame (Gâdău, 2017). Away with this considering both the internal
and external triggers like Perceptive management and Market demand are said to be the two
major elements that has helped Captify in receiving an impressive investment of £8 million
Series B funding from Smedvig Capital, which has helped company in making effective
investments within the technology, that they have adopted. On the other hand, if it is talked about
different products, which are being offered by this organisation then these are: voice search,
desktop on-site search and in-app search, which has helped Captify in taking right decisions in
regards to targeting customers with much effective approaches. Here, Captify’s intent-rich data
set powers advertising for many of the world’s largest brands including Apple, Disney, Adidas,
American Express and Microsoft (Chowdhury and Chowdhury, 2016).

Two international markets that company
Global marketing model
Global marketing model(s):
Porter’s Five Forces Model France Hamburg, Germany
Threat of new entrants New entrants within this
sector i.e. technology there
are number of business
organisations that bring
innovations, new ways of
doing things and put pressure
on business organisations that
are dealing within France,
considering the lower pricing
strategy, reducing costs, and
providing new value
propositions to the
customers. (Backaler, 2014)
Hamburg is already having
strong economy, which
directly leads strong
competitiveness for business
organisations that are new and
that are looking forward to
expand their business within
in Germany. Risk to Captify is
high in nature because, there
are ample number of
companies that has kept their
focus on expanding business
in Hamburg.
Bargaining power of
suppliers
This is said to be one of
crucial force within France,
where shape of competitive
landscape within the industry
like search retargeting is high
in nature, because network
providers like Vodafone and
many more are effectively
performing at international
level. This may develop
number of issues in regards
to supplying the services to
users. This has raised number
of problems for Captify,
If it is talked about Hamburg,
Germany then this is said to
be one of the crucial element,
where power of suppliers is
low due to less number of
telecommunication companies
are working within the areas
of Hamburg. Therefore, it can
easily be said that fewer
suppliers within the industry
i.e. search retargeting, the
more business firm like
Captify rely on it (Armstrong
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while expanding business in
France because bargaining
power of suppliers is high in
nature at this industry.
and et. al., 2018).
Bargaining Power of buyers In present time, if it is talked
about bargaining power of
buyers within France then it
is said that people's
perspective gets changes
regularly, which mainly
impacts upon overall
performance level of Captify
and this would lead to make
modifications among services
provided by Captify.
Including this, it is also said
that bargaining power of
buyers in high in nature.
Bargaining Power of buyers
within Hamburg is also high
in nature, because they also
follows trends and likes to
consider new and updated
technology, where they could
see and find something
unique. Here, it is said that
Captify would require to make
alterations as well due to
number of changes.
Threat of substitute products
and services
This force is low in nature
within France because the
industry i.e. search
regenerating is not having
high number of business
organisations (Hasan, 2016).
Due to this, reason with
probability of earning high
profits, Captify would
directly enhance the chances
of growing in all over the
world.
Within Hamburg, Germany
where the threat of substitute
services considering all the
business organisations like
Google, Bing and other search
engines, would lead the force
to get high because clients that
has been targeted are already
using these websites, in much
effective and efficient manner.
Competitive Rivalry This is said to be another Another crucial force, which

crucial force where number
of business organisations
dealing in the same industry
gives competition to each
other to support society and
to earn profit. In this context,
Captify would lead to go
through number of issues in
regards to expanding
business within France.
impacts heavily over
performance level of business
organisations dealing within
search regenerating industry.
This led competition to go
higher because industry,
effectively the business
companies within Hamburg to
start hitting their targets.
Evaluation of why Captify choose these markets.
The reason behind choosing these markets is that both France and Germany are said to be
the two nations that are continuously growing with a good speed and this has helped Captify in
meeting that desired goals and objectives in a short span. On the other hand, there is another
reason that came in front is that, Captify has found potential among these nations, because many
outsiders has raised ample number of benefits for the business companies that has just entered
the market or already a part of it from a really good time (Kass, Hughes and Yeh, 2019).
Analyse the method of market entry used by Captify to enter one of these markets, and evaluate
if this entry method was the best option.
In order to enter Germany, Captify has utilised independent exporting approach, which helped
company in reaching to a good position within the market in a short span. Basically, reason
behind confusion this type of market entry method in order to expand business in Germany is
that it consists with many benefits where it helped Captify in enhancing the sales potential,
increase number of profits for itself and returned a good return on investment to the investors,
lowered down the overall unit if costs, which was implementing, and reduced the fluctuations
that the company used to see within it’s sales. (Shanahan and Biseda, 2019). All of these
elements are mentioned in a detailed manner underneath:
Increase among sales potentials : Basically, exporting approach in an independent
manner helps directly in enhancing the sales of a company, which is looking forward to expand
business. In the same, Captify has also kept its focus on the same and raised number of benefits
for itself through expanding the operations at Germany.
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Increasing profits : it has been analyze do that exploding number of services or the
product if done by company un soothing manner, it will directly help in enhancing the profit
margins and much effective and efficient manner. In present context, Captify has also stop it's
focus on new opportunities that has had them in expanding business in Germany and at the
moment company is performing really very well not only in this area but in other states and
countries as well like France, Ukraine and so on.
Lower Unit Costs : Since, the organization i.e. Captify that has developed an effective
research engine like Google, that has helped it’s clients to perform the decision making process
where they now become able to advertise themselves correctly in front of their customers. This
has mean achieved by the organization through performing the optimum utilizing the number of
resources that are available for them and through having a good staff members, more than 230 +
employees that are effective nature.
Effective marketing strategies
Product adaptations : This is said to be one of the crucial process, Product adaptation is
the process of modifying an existing product so it is suitable for different customers or markets.
An adaptation strategy is particularly important for companies that export their products because
it ensures that the product meets local cultural and regulatory requirements.
Adaptation is also important for companies that want to introduce new products but do
not have the funds or resources to develop completely new items. In the same way, Captify is
also looking forward to to expand its business among different nations where company has taken
into consideration of many databases of many sites, where they can get information of all the
customers with who company's clients are dealing with (Mital, Desai, Subramanian and Mital,
2014). With the help of these modifications, Capitfy has become more successful in nature
among international market due to its research and development of department, which is
specifically given the right information to management so that to bring right changes within the
research engine, as per the requirements of clients that belongs to both national and international
market.
Communication Mix : Marketing is said to be one of the widest business work that
incorporates item innovative work, marketing and conveyance procedures and valuing, just as
correspondence or advancement. The correspondence blend alludes to explicit techniques used to
advance the organization or its items to focused clients (Yankovets and Vyshnevska, 2019).

Captify has also considered number of elements that are available within communication mix
and these are presented underneath: Advertising : In present time, this is being considered as one of the noticeable component
of communication mix. On the other hand, promoting and marketing are regularly
confounded as something very similar. Promoting incorporates all messages a business
pays to convey through a medium to contact a focused on group of spectators. Captify
has significantly used this methodology so as to hit the objectives among various
countries like France, Germany, etc.
 Direct Marketing : This type of advertising consists of few parts that are directly linked
with advancements along with the individual marketing. This is also being utilised by
Captify to maintain the benefits and develop effective results to offer their customers
with the best and detailed information in regards to what organisation is offering to them
and i.e. research engine.
Conclusion
With the help of above mentioned report, it can easily be said that marketing plays an
important role for a business organization when it comes to expanding business at international
level. On the other hand, entry mode which has been utilized by the business organization is also
require proper analysis so that no issues could take place while executing the project plan of
business expansion. On the other hand, it is also summarized that product adaptations and
communication makes are said to be to effective marketing strategies that could help a company
in reaching to success within the short span.
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