The Marketing Analysis Before Internationalization

Running head: THE MARKETING ANALYSIS BEFORE INTERNATIONALIZATION
THE MARKETING ANALYSIS BEFORE INTERNATIONALIZATION
Name of the Student
Name of the University
Author note

1THE MARKETING ANALYSIS BEFORE INTERNATIONALIZATION
The firm I like to enter is the Australian agricultural company limited, and the firm is looking
forward to internationalizing the business market. The PESTEL analysis will help the
organization to analyze the external factors related to the market the business is going to enter,
thus, before entering the global market, this analysis is essential for every organization.
PESTEL analysis
The political factor involves the political stability, the risk of migration, the level of
corruption, the legal framework, the intellectual property protection, favoured trading partners,
the anti-trust laws related to food, beverage, the mandatory employee benefits, and others. All
these factors need to be analysed before entering the certain new market.
The economic factor comprised of the economic system in the countries of operation, the
government intervention in the free market, the exchange rates and the stability of the host
country, the competitive advantages of the host country, the labour cost, productivity in the
economy and other factors (Butlin 2013).
The social factor, which leads the Australian Agricultural company limited includes the factor
like demographics and skill level of the population, class structure, and the culture of the
society, leisure interest and other.
The technological factor is comprised of technological developments, the technological impact
on the product, the rate of technological diffusion and the impact on the value chain structure.
This factor helps to achieve the desired outcomes by the internationalization of the business.
The environmental factor analysation plays the important role before entering the new market
and the business needs to evaluate the environmental standards, these involve the weather,

2THE MARKETING ANALYSIS BEFORE INTERNATIONALIZATION
climatic change, the laws related to the environmental pollution, waste management, attitude
towards the environment and other.
The legal factors that the Australian agricultural company need to follow before entering the
global market are the anti-trust law related to the food, beverages, discrimination law,
employment law, data protection law and the health and safety law and other.
The ability to critically weigh the considerations for Adaptation and
Standardization using the EPRG Schema
The standardisation and the adaptation should not be considered as isolated from one and
another rather the standardization and adaptation are considered as the two extreme ends of the
same range, where the firm’s internal marketing strategy could vary anywhere in that range.
The company can achieve international management orientations through the EPRG model
(Wach and Wojciechowski 2014). This model states the business needs to operate in the four
ways for gaining the adaptation in the international business market, they are:
Ethnocentric: When any company looks to the new market, they continue to rely on their
business knowledge and seek to operate similarly like in their own country, they are
considered as ethnocentric. These companies make adaptations to their products and also
research the international market of that product. Generally, the domestic companies while
figuring out to become the ethnocentric company, the company usually adhere to the notion
that the products, which succeed in the home country are superior to any country and can be
sold anywhere without adaptation. This is the wrong concept which needs to be changed as an
adaptation to various authenticated features are always essential for the global business.