Marketing Strategy for Organization

Marketing Strategy for
organization

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Evaluation and Critical Discussions of the internationalisation theories and the market entry
issues...........................................................................................................................................3
Application of the relevant theories and concepts to the relevant marketing mix......................4
CONCLUSION................................................................................................................................4
REFERENCES................................................................................................................................5

INTRODUCTION
Marketing strategy depicts the significant business perspective in terms of reaching for
the prominent perspective of customers and also tends to contain the prominent products of an
organisation undertaking the value proposition, data, brand messaging and targeted
demographics (Moorman and Day, 2016). This strategy tends to undertake prominent marketing
plan which is the suitable document and depict effective marketing activities considering various
marketing activities. To carry forward this report, Polsteam is considered which is a cargo ship
company based in Poland and also a state owned enterprise with approximately 3,000 employees
that currently expand from Poland to UK. The report tends to cover discussion about
internationalisation theories and market entry issues and also apply prominent theories and
concept for the relevant marketing mix.
MAIN BODY
Evaluation and Critical Discussions of the internationalisation theories and the market entry
issues
Internationalisation is the process which is helpful in enhancing the effective involvement
of company within the international markets. In terms of this, Uppsala internationalisation model
is considered which depict the interdependence of market knowledge and effective marketing
commitment that leads to develop suitable positive correlation among the market knowledge and
significant decisions by focusing on the sequential development of market activities. Along with
this, it tends to enhance the effective market knowledge in terms of increasing the commitment
for market. In relation with Polsteam, this theory is effective as company tends to select their
market in terms of taking effective entry considering the low market commitment. Along with
this, Polsteam tends to consider various factors like diversification, internationalisation and
market commitment. Besides this, it tends to have prominent drawbacks by considering the
suitable internationalisation procedure.
Market entry issues: Capital cost: It is one of common barrier regarding the entry for new player considering
the cost in terms of taking entry in market. It depict the significant equipments in terms of
making their product and also tends to develop prominent cost considering the raw
materials (Koo, Kim and Kim, 2016). Therefore, in terms of effective expansion it is