Marketing Strategies for Desklib: International Marketing, Foreign Market Selection, and Consumer Trends

This report discusses the marketing strategies for Desklib, an online library for study material. It covers international marketing, foreign market selection, and consumer trends. The report suggests improving the product of Desklib by applying the 5C model of clues and identifying the best market for the improved version of the product. It also provides ideas to improve the success chances of Desklib in its new foreign market by doing netnography, consulting trend hunters, and consulting trends & technology timeline. Additionally, the report uses Hofstede's model to suggest how Desklib can adapt its offer to better satisfy customers' needs in its new foreign market.

Marketing

Table of Contents
INTRODUCTION ..........................................................................................................................3
Section 1 - Brand’s Strategic Orientation........................................................................................3
Identify the stage of international marketing (5 stage model)................................................3
Map the above stage to the strategic orientation of your brand.............................................4
Section 2 - Selection of Foreign Market for Operation...................................................................4
Improve the product of your brand by applying the 5C model of clues.................................4
Identify the country (only one) that would be the best market for the improved version of
product. ..................................................................................................................................5
Section 3 - Lifestyle of international Consumers I (Global Micro Trends).....................................6
Develop 3 ideas to improve the success chances of your brand in its new foreign market . .6
Section 4 - Lifestyle of international Consumers II.........................................................................8
(Global Macro Trends)...................................................................................................................8
Using Hofstede’s model, how do you think your brand should adapt its offer to better satisfy
customers’ needs in its new foreign market...........................................................................8
Section 5 – Brand Extension & Foreign Market Entry Strategies.................................................11
Possible ways for your brand to do extensions in its new foreign market? ........................11
What entry strategy would you recommend to your brand for entering its new foreign market?
Why?.....................................................................................................................................12
CONCLUSION .............................................................................................................................13
REFERENCES..............................................................................................................................15
Online...................................................................................................................................15

INTRODUCTION
Marketing is termed as the activities of the business that are maintained with the purpose
of promoting the nature of selling and buying of the goods and facilities. Marketing division
involves advertising, selling and delivering goods to customers or another management. It is a
primary factor of the management and as well as commerce division (Martínez-López and et.al.,
2020). The organisation consider in this report is Linen Fox. It's headquarter is based in
Lithuania. The management deals with marketers who directly sell their goods to other
businesses in terms of B2B marketing and as well as they can directly sell to customer in terms
of B2C marketing. The following report covers the discussion of the product of their brand by
brand's strategic orientation, selection of Foreign Market for Operation, international Consumers
and at last brand Extension & Foreign Market Entry Strategies.
Section 1 - Brand’s Strategic Orientation
Identify the stage of international marketing (5 stage model)
No direct foreign marketing
In this stage, company does not actively cultivating customers from outside national
boundaries. Products can be reached in foreign market via domestic distributors or wholesalers
who celebrated without knowledge of producer. So they have no direct foreign market.
Infrequent foreign marketing
It is caused by temporary surpluses in which sales and foreign market are made when
goats become available. In this market, form has very less intention of maintaining continuous
market representation in the international trade. This is the reason that fall in sales is declining
and withdrawn whenever domestic demand is increasing.
Regular foreign marketing
In this level, now company is focusing on becoming permanent partners in foreign
market. They have permanent productive capacity which is devoted to production of goods and
services and foreign market. This is the reason that company is focusing on employing domestic
or foreign intermediaries or they can be used their own sales force or subsidiaries.
International marketing

It is identified in international marketing that company is not fully committed and
involved in the international activities and foreign markets. It is also found that production take
place in foreign countries and form when considered as Multinational Corporation.
Global marketing
Global market is the market in which company treats world. They are segmented the
market not limited to national borders and used many important factors for the purpose of
segmentation such as income level.
From the above discussion it stated that Linen Fox is falling in this category as they are
using easy for the purpose of selling their products in the field of the market place.
Map the above stage to the strategic orientation of your brand.
Brand orientation means, execution of the business strategies that are based on brands.
By concentrating on the managerial structure and resources it offers platforms and sustainable
competitive strategies that are attained accordingly (Hanson and Kalyanam, 2020). The strategic
orientation is a representation of the direction in which the management require to present it in
future and how suitably it is set up A Better Way to Map Brand Strategy (2020). As in relation to
Linen fox, management should develop strategic plan to expand their business in international
sales due to which the management can analyse the strategic orientation. It will present that the
business of Linen fox are interested in following their tactics to attain their furthermore targets. It
is found that linen fox is using polycentric strategy in which they are employing local people as
workforce and adopt the HR practices. The reason behind this is they have no direct foreign
market approach that's why they are using this strategy.
Section 2 - Selection of Foreign Market for Operation
Improve the product of your brand by applying the 5C model of clues
The management of Linen fox create standardise themselves and provide qualitative products in
clothing with vegan clothing in terms of vegan food that are developed without animal product.
The brand can also enhance their fundamental terms of the products and services by applying the
5C model 5C Analysis (2021). The factors of 5C model are as mentioned below -
5C model of clues Comprehend: It is very important for Linen Fox to understand the market completely in
order to enter into foreign market. There are many things which need to be considered by

company in the selection of foreign markets as it is not easy. Main reason behind this is
dynamic nature of global environment. Co-create: After understanding of market, no company needs to co create the design and
structure for foreign market operations. Create a business in joint is really helpful to
decrease the risk and uncertainty in future. It is really helpful for reducing loss of amount. Converge: It is important to note buy linen fox is the need to converge on a single point so
that they can achieve their goals and objectives effectively and efficiently. They need to
focus on building team which come together for the purpose of improving their product and
business value. Connect: For the purpose of improving the product of Linen fox, it is compulsory for each
and every employee to connect with the sentiments of customers so that they can understand
their needs and wants accordingly. They are able to design products more effectively.
 Contribute: Each employee of Linen fox need to focus on contribution in the organisation
by providing productivity and performances in workplaces.
Identify the country (only one) that would be the best market for the improved version of
product.
By adding new aspects and as well as characteristics it will help them in extending the
scope of the present goods that are frequently deals with the current set of the goods. By
influencing new consumer and new utilisation of cases for the goods. It will relates to the new
term of the features that can be enhanced by the externals who are not consumers. As the
management of Linen fox, management are enhancing their version of their product by offering
vegan clothing products in the nation of Germany.
As the management are applying their tactics and strategies in terms to pay attention
towards economic, socio cultural, political and as well as legal factors. The factors are as follow
-  Economic factor - As the management of Lenin fox is a Lithuanian brand, that involves
the criteria of the highest unemployment level in Europe. It will also relates with the low
cost of labour as compare to other western or Asia nation like France, Italy and the
United Kingdom. Socio cultural factor - As the business of the management of Lenin fox, the management
is a fashionable clothing brand that offers vegan clothing products to their customers.

Lenin fox provide standardise or qualitative goods that have suitable aim to fixes the
monetary cost of the fund in the nation of the Germany. It is found to be a socio cultural
factor as they are able to understand the needs and wants customers. They are designing
their products in more sustainable way which helps them to reduce the prices of products.
Customers are easily purchase the products as they get durable products with reasonable
rate. Political factor - The management of Lenin fox is a Lithuanian brand, as the brand are
now establishing their branches in Germany with the purpose of providing vegan clothing
and getting higher profitability and productivity in an effective and efficient term of
manner (Su, Shih and Lai, 2018). It will deals with the merchandising and marketing the
key fundamental terms as across to the world with less hard work with lower term of the
cost.
 Legal factors - As the management of Lenin fox have to functions the bound of the legal
rules and norms. Lenin fox likes to hold higher term of consumer by providing the vegan
clothing products that are reasonable and it will bound them to operate it in the frequent
situations with the copyright issues. It is important for Linen Fox to consider all the laws
such as employment law, health and safety law, Antitrust Law and Competition in
Germany, etc. They are following these rules and regulations by making business policies
which needs to adhere by each and every employee.
Section 3 - Lifestyle of international Consumers I (Global Micro Trends)
Develop 3 ideas to improve the success chances of your brand in its new foreign market
Netnography is a certain sort of qualitative social media research. It adopt the methods of
ethnography that is understanding social media communication in modern digital
communications context.
 Develop 1 idea by doing netnography
Understanding customers in foreign market is critical for researchers. In present era,
consumers are maximising valuable data about their thoughts, experience and behaviour that can
be recover from sort of variety of online channels it help in understanding present trend. By
offering special discount by analysing consumer needs it will help management to understand
their future micro trends. It is found in social media that there are many hashtags are running

related to linen clothes. With the help of netnography exercise, it is found that people are
enjoying using linen clothes as Linen Fox is using sustainable products so that they can
contribute for their nature and society. Some popular hashtags are identified with the assistance
of netnography such as #linen, #purelinen, #linencloset, #linenlove, etc. These are the important
hashtags are found.
 Develop 1 idea by consulting Trend Hunter
Each and every day, trend hunters demonstrate their aspects on micro basis, viral
information and recent culture. Linen fox take help from well known trend hunters that know
each and every dealing of the trend in the business in the present micro trends. On the other
hand, by presenting vegan clothing products it will help them to raise new trend with the purpose
of getting further innovation in micro trends. It is also analysed from the Instagram analysis of
hashtags i.e. trend hunter that there are approximately 2108 posts are posted with the use of
#linenfox. There are many trends found with the help of analysis on Trend Hunter related to
#linen (Elley Home's Linen Bags Offer a Practical Way to Store Bread, 2021).
 Develop 1 idea by consulting Trends & Technology Timeline
Management of Linen fox are managing technological trends on social and digital
platforms at present time Consumer Lifestyles and Adoption of High-Technology Products
(2021). On the other hand, management apply Artificial intelligence and machine learning, cyber
security to manage their further micro trends. With the use of machine learning, Linen Fox is
able to knot eh market conditions. It is found to be helpful in decision making process especially
in marketing department of linen fox. They are also able to make prediction for future demands.

Section 4 - Lifestyle of international Consumers II
(Global Macro Trends)
Using Hofstede’s model, how do you think your brand should adapt its offer to better satisfy
customers’ needs in its new foreign market
The management of Linen fox are presently maintaining their business in Lithuanian
nation but on the other hand, company are establishing their branches in Germany that create
cultural differences Hofstede’s Cultural Dimensions Theory (2021). As it is one of the most
powerful tools for understanding cultural differences such as Hofstede’s model of national
culture that are as follows -
 Implications of Power Distance
Type of Work Activity High Power Distance
(Lithuanian)
Low Power Distance (Germany)
Organizational
structures
Tall power structure with broad
section of managers and
associates
Decentralised structures

Managerial authority Managers depends upon formal
norms to manage
Managers rely on personal
experience
Relationship with
supervisors
Data sharing affected by power
structure
Openness to sharing information
Other issues Managers frequently feel
underpaid and discontented with
their line of work (Valinejad
and et.al., 2021).
Managers feel paid adequately and
are satisfied
From the above analysis of implications of power distance between Lithuania and
Germany, that Lithuania has high power distance which shows that people on not taking actions
without any consultation of managers. That means they need to guide and direct by managers
which delays the progress process. For that purpose, it is necessary for Linen Fox to provide
training and development program so that their employees will become more capable to take
decisions independently and some situations.
 Implications of Individualism and Collectivism
Type of Work Activity Low individualism and high
collectivism (Lithuanian)
High individualism and low
collectivism (Germany)
Relationship with
companies
Workers and leader deals in a
family relationship
Workers and leader dealings are
based on the market place
Human resource
management
The reward are based on
equality in which everybody
share the same rewards instead
of equity. As the base rewards
will based on work efforts with
proportional of candidates who
prefer in recruiting.
It is essential to provide reward that
are based on equity.
From the above implications, it is found that Germany has high individualism and low
collectivism which is focusing on weak interpersonal connection. It is important for linen fox

that they don't mix work life and social life and also acknowledge every individual
accomplishments.
 Implications of Uncertainty Avoidance index
Type of Work Activity Low Uncertainty Avoidance
(Lithuanian)
High Uncertainty Avoidance
(Germany)
Relationship with
companies
Orientation for small
management
Orientation for larger business
Entrepreneurship and
innovation
Innovation appreciated Innovation refused
Germany has high uncertainty avoidance which shows that people attempt to make life as
predictable and uncontrollable as possible. Clearly defined parameters are very important for
them to be clear and concise about goals and expectation. Company need to recognise that there
are some unspoken rules are culture expectation which needs to be learnt by employees.
 Implications of Masculinity
Type of Work Activity High Masculinity (Germany) Low Masculinity (Lithuania)
Relationship with work Orientation for high pay Orientation for lower amount of
work time
Managers
characteristics
Less women in business More women in the company
High masculinity is found in Germany which shows that market is based on competition,
success and achievement. It is crucial for linen fox to differentiate the role of all individuals.
They also need to focus on motivating people by précising targets.
 Short Term vs. Long Term Orientation
Long Term Orientation Short Term Orientation
Long term orientation concentrates on the
future of vegan products and include delaying
of short term success in respect to accomplish
Short term orientation will concentrates on
providing short term success and maintain
effective importance on the current period

longer term of success. than the future.
There is no as much difference between the orientation of Lithuania and Germany. It is
found that high score in Germany leads to a pragmatic country. It is crucial for organisation to
behave in modest way.
 Restraint vs. Indulgence
Restraint Indulgence
Restraint concentrates on the customer
satisfaction by their new vegan clothing
product that requires and regulate it by social
rules.
Indulgence concentrates on enabling customer
satisfaction that are related to enjoying new
product.
It is analysed that Germany has low score in indulgence that means it shows that they
have a nature of restrained society. So it is very important for Linen fox to take right steps in
their foreign market trades. This is the reason that company need to avoid making jokes as it can
be hurt the people sentiments. They are also recommend to not use any content in their product
marketing which hurts customers emotions as it may be reduces their satisfaction.
Illustration 1: Hofstede’s model, 2021

Section 5 – Brand Extension & Foreign Market Entry Strategies
Possible ways for your brand to do extensions in its new foreign market?
A brand extension is termed as the establishment of the brand names on new products or
new product concept. It is also known as the brand stretching in the foreign market place. The
strategy after the brand extension is to utilise the management that are already established brand
equity to support it in promoting new goods. Different brand extensions are identified such as
step up, step down, taxonomic and thematic extensions. In step up extension, it carries out an
enhanced feature and also found that prices are notably higher than the parent brand. Step down
is found to be a brand extension in which company launch new product with lower quality as
compared to other products. A taxonomic extension is refers to a construction with the use of one
or more other taxonomies. Brand can be become well or build on the basis of developing new
thematic brand or Idea extension. It is using different kinds of themes which can be become
provide many severe threats to the value for brand.
The brand extension strategy is an exercise that are utilised to maximise the market share
for current goods and facilities in the foreign field of the market place (Knutson, 2017). It
involves the equivalent phase of the marketing goods and their life cycle by promoting or
advertising them at new field of market place.
Illustration 2: Foreign Market Entry Strategies, 2021

What entry strategy would you recommend to your brand for entering its new foreign market?
Why?
The management of Linen fox are entering to new market place that will enables them to
reach higher number of consumer and develop their turnover and revenue as effectively. Hence,
the procedure can be tough and difficult that involves various issues and conflicts. Structured exporting – It is the basic form of market entry in which the customers and
company of another market can effectively purchase their goods in terms of wholesale
(Nguyen, 2020). The management of Linen fox are presently deals in Lithuania and now
management are entering in foreign marketplace of Germany that involves supply
division and the local division of the marketing. With the help of exporting, company is
able to expand their business and it also leads to greater production. But there is found
limitations in exporting such as if company is not carefully then they lose the home
markets and existing customers. Licensing and franchising - Licensing are offering legal rules to utilise business's name
and another rational framework. On contrary, franchising is as same to licensing but
needs franchise agreement. The level of risk is found to be low in this method of enter
into foreign markets. But it is also found that due to this method, company lost their
secrets and formulas as they are reveal in other country. This method is really very
helpful for Linen Fox as they are easily start their operations in foreign market and
reduces the risk of uncertainty. Direct investment – The management of Linen fox will select field of entering in new
markets in which diverse sort of investment is required with suitable reasons. It is really
helpful for improving capital flow and transfer of technology. But it promotes
unsustainable resources in the market.
 Buying a business – By entering in new market place, it is essential for Linen fox to have
market research that plays essential role in application of buying business in foreign area.
It is found to be an important method as the ownership is not handover to other country
and other nation organisation. But there is a risk of losing the reputation if company is
not surviving in the market.

CONCLUSION
From the above mentioned report it has been concluded that, marketing is the procedure
of internationally processing the course of demands with the motive to purchase the products and
facilities in an effective and efficient course of manner. As on the other hand, the above report
discuss the criteria of the target audience, selection of the particular courses of the activities or
subject to deal with the advertising and promotion of the products in the new nation. As it also
involves the selection of targeted customers, selection of particular aspect to follows the dealings
of advertising campaign, trade shows and public events, creating of the goods and packaging to
be highly attractive to purchasers.

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