International Marketing Plan for Lion in India

Running head: INTERNATIONAL MARKETING
INTERNATIONAL MARKETING
Name of the Student
Name of the University
Author Note

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Executive Summary
This research report includes a detailed marketing plan for an Australian food and beverage
firm which is determined to expand its operation in a new market through its newly
developed AI (Artificial Intelligence) services. India has been chosen as the market for
expansion of Lion’s food and beverage chains. The purpose of the report is to develop a
suitable marketing plan which would help business to remain sustainable in the chosen
market. A detailed market analysis has been performed considering Indian political,
economic and environmental platforms. Findings of the analyses indicate that India in the
recent time has observed a significant growth in its economy which is economically backing
up all manufacturing sector in the country. Internal capability analysis of Lion has been
performed which implies that Lion has a unique product portfolio and services that are
capable enough to remain sustainable in any market. Thus, Lion has been advised to
implement AI services in the new market, in which it would sell existing products but serve
the customers with AI services.

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Table of Content
1.0 Introduction..........................................................................................................................3
2.0 Research Methodology.........................................................................................................4
3.0 Situational Analysis.............................................................................................................4
3.1 Company Analysis...........................................................................................................4
3.2 Market Analysis...............................................................................................................6
3.3 Nature and Extent of Demand........................................................................................11
3.4 Product Category Stage of Product Life Cycle..............................................................13
3.5 Competitor Analysis.......................................................................................................14
4.0 SWOT Analysis -...............................................................................................................16
4.1 Internal company Strength and Weakness.....................................................................16
4.2 External Market Opportunities and Threats...................................................................17
4.3 Implication of SWOT analysis.......................................................................................18
5.0 Objectives...........................................................................................................................18
5.1 International Objectives:................................................................................................18
5.2 Market Objectives..........................................................................................................18
6.0 Recommended Marketing Strategy....................................................................................19
6.1 Target Market Identification and Segmentation Strategy..............................................19
6.2 Market Positioning.........................................................................................................21
6.3 Market Entry Strategy....................................................................................................21
7.0 Recommended Marketing Mix Strategy............................................................................21
7.1 Product/Service and branding strategy:.........................................................................21

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7.2 Place (Distribution) Strategy..........................................................................................22
7.3 Price Strategy.................................................................................................................22
7.4 Promotion Strategy.........................................................................................................23
8.0 Planning Budget (Refer to Excel Sheets)...........................................................................23
9.0 Implementation and Control..............................................................................................24
9.1 Formal Project Plan for Implementation of Recommendations.....................................24
9.2 Monitoring of Action Plan.............................................................................................24
10. Conclusion -.......................................................................................................................25
References................................................................................................................................26

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Topic- International Marketing Plan (IMP) of the organization Lion
1.0 Introduction
This research report is an international marketing plan (IMP) of a food and beverage
firm called Lion located in Australia. The firm is determined to expand its operation in a new
market- a new nation. The firm is determined to expand its operation in India which is an
emerging nation. The major purpose of the report is to develop and design a suitable
marketing plan for Lion which would help business to remain sustainable in the chosen
market. In addition, the plan also sheds light on how AI (Artificial Intelligence) can support
the business of Lion to deal with the marketing requirements.
Overview of the company- Lion
Lion is a leading beverage and food organization along with a large portfolio of several
Australia and New Zealand’s top-class brands. The major purpose of Lion’s operation to
enrich the world everyday by championing scalability as well as helping people to live a
better life. The major products of Lion fails under three categories such as Lion Diary
Drinks, Lion Beer Australia and Lion New Zealand Beverage. In general the products
categories include Alcohol beverage, milk beverage & alternative, cheese, juice, drinks and
water Ice, Yoghurt, Cream and Custard, Australian Alcohol export, adult soft drink and New
Zealand Alcohol Export (lionco.com 2018). Apart from New Zealand and Australia, the
organization also has presence in China, North America, and South East Asia and in some
European nations. However, as the business has till now been profitable both in domestic and
global markets, Lion is targeting the nation India for its further expansion. The main target
markets in India for Lion is food and beverage, which includes food items, soft drinks and
alcohol items. The major market entry strategy that Lion would use to enter Indian market is
franchising as the existing business model of Lion is quite unique due to the inclusion of

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alcohol items in Food & Beverage and the brand has a strong brand recognition which can be
utilized globally.
2.0 Research Methodology
In order to perform the market research secondary research analysis methods have
been applied. Thus, to perform secondary analysis, secondary data has been collected from
books, international marketing journals, company blogs and wide reading sources such as
websites. The collected data are quantitative in nature and collected from secondary sources
only. When performing the analysis, the data has been compared to the consequences of the
market factors have on other organizations in the sector.
3.0 Situational Analysis
3.1 Company Analysis
Resource or
Capability
Valuable Rare Inimitable
and non-
substitutable
Organized
to Exploit
Impact on
the
competitive
advantages
Strong
global
presence
Yes Yes Yes Yes Sustainable
competitive
advantages
Speciality
coffees and
alcohol items
Yes No Yes Yes Competitiv
e parity
Upscale and
Cozy
Atmosphere
Yes Yes No Yes Temporary
competitive
advantages

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Table 1: VRIO framework of Lion
(Source: Self-Made)
Strong Global Presence:
Valuable: Lion is having a strong global presence such as in the nation like Europe,
North America and China, which is helping the organization to increase their size, sales as
well as market share. It is a crucial way of deriving revenues from new and existing
customers.
Rare: Lion is one of the largest food and beverage firms in a global market after
Starbucks. Even though Starbucks is recognizable but Lion has a unique market presence
with its unique inclusion of alcohol and diary items with coffee, which is certainly rare in
global market.
Imitable: No competitors could compete Lion in the global market due to its unique
market presence. It would take significant time, ideas and resources to accomplish this
Organized to exploit: It is worth mentioning that Lion has effectively taking
advantages of its capability of producing unique beverage items.
Specialty Coffees:
Valuable: Lion provides several unique as well as satisfying food and beverage items
compared to other competitors on a daily basis. Lion has the speciality of providing calorie
information on its product menu to lure customers.
Rare: There are several other food and beverage producers provide specialty drinks
such as Starbucks. So, speciality drinks are not limited to Lion only.

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Inimitable: There are many other large coffee producers like Starbucks and Costa
Coffee are leveraging capability; thus, it can be limited.
Organized to exploit: By providing a vast series of options and constantly changing
the menu with the inclusion of several other substitute products, Lion is taking advantages of
this capability. As there are several options, people can find what they like and people who
like to try new items on a frequent basis.
Upscale and Cozy Atmosphere
Valuable: The ambience at many Lion outlets make customers spend a little more time to
drink a cup of coffee and feel relaxed with the company.
Rare: It is certain that Lion is not the only coffee shops with an upscale as well as
sophisticated ambience; so the upscale and cozy environment is not limited to Lion
Imitable and Non-Substitutable: Any medium size coffee shops can take the initiatives to
design or innovate the store and imitate the business model of Lion.
Organized to exploit: Lion is particularly leveraging this capability as well as creating the
environment that many group of customers could enjoy equally (lionco.com 2018). The brand
is particularly taking the advantages of trendy life style
3.2 Market Analysis Political/Legal/ Institutional Environments: Sehrawat and Dhanda (2015) mentioned
that balance between executive, legislation and judiciary could lead to stable political
structure in India. However, presently NDA government in India is welcoming the
foreign investors. The nation is quit in favour of business development of foreign
organizations. For example, in 2017, the US President Trump hosted Prime Minister
of India for “Prosperity through Partnership” which means US-India bilateral trade in