Marketing Strategy | International Marketing

RUNNING HEAD: INTERNATIONAL MARKETING
INTERNATIONAL MARKETING
Student ID Number:
Student Full Name: John Smith
Date: 25 August 2019

INTERNATIONAL MARKETING 1
Contents
Introduction........................................................................................................................2
Company overview............................................................................................................2
Opportunity Assessment....................................................................................................2
Macro environment.........................................................................................................2
Micro environment..........................................................................................................3
Objectives..........................................................................................................................5
Strategies...........................................................................................................................5
Tactics................................................................................................................................6
Marketing Mix.................................................................................................................6
Key aspects.......................................................................................................................7
Key challenges..................................................................................................................8
Conclusion.........................................................................................................................9
Bibliography.....................................................................................................................10

INTERNATIONAL MARKETING 2
Introduction
The research report is prepared on the title ‘Marketing strategy’. It is a plan of action
designed to promote and sell a product or service. It is a long term approach for
achieving competitive advantage (Baker, 2014). The report deals with developing
global marketing strategies for a UK based company named as ‘Boss Brewing’
(Caldwell, 2018). The report initiates with a brief overview of the Boss Brewing
Company. It includes the assessment of opportunity based on environment analysis. In
order to achieve the set objectives, applicable tactics and strategies are also included.
Moreover, it also comprises of the key aspects and possible challenges for establishing
business in Lithuania by Boss Brewing Company. The key purpose of the report is to
upgrade the knowledge based on international marketing. Additionally, it also provides
an opportunity to practically apply the learning to a real business enterprise.
Company overview
Boss Brewing is a UK based Small business enterprise founded by Sarah John. It was
awarded ‘Amazon growing business award’ for the year 2018. It was listed in one of
largest growing micro-business because it has been successful in making a turnover
growth of ‘248%’ within the last three years (Caldwell, 2018). It is analyzed that within a
short span it has won around 20 awards (Boss Brewing , 2019).
Opportunity Assessment
It is analyzed that there is number of opportunities prevailing for ‘Boss Brewing’ in
external as well as internal environment of Lithuania.
Macro-environment
In relation to the previous assignment, it is assessed that the Lithuania government
attains a strong relation with the foreign country (Stanev , 2018). Thus, it will make it
easy for the Boss Brewing Company to establish its business in Lithuania. Thus,
political environment of Lithuania is attractive for establishing business. Further, it builds
an opportunity to enhance its brand recognition in the global world.
As mentioned previously, Lithuania is among the list of top economies. Its high Gross
Domestic product states that people attain more disposable income (Anon., 2019).

INTERNATIONAL MARKETING 3
Thus, it builds an opportunity of achieving higher sales. Additionally, Lithuania's skilled
employees also act an opportunity for Boss brewing. This is because it will be able to
easily recruit efficient and skilled labor.
The population strength of 2.7 million brings a chance for the company as it can have
access to large customer base. Lithuanians acceptable nature towards international
brands would help the company in easily acquiring potential countries in a newer
international market (World Population Review, 2019).
Lithuania attains supportive infrastructure necessary for business transactions. It assists
in reducing its manual requirements in business activities. The facility of high-speed
internet access builds an opportunity as it can easily connect with its customers through
online channels. Thus, Luthainia will act as a business-friendly environment for Boss
Brewing Company (Invest Lithuania , 2019).
As mentioned previously, Luthainia is facing a certain issue with respect to its
environment (EPHA, 2018). However, Boss Brewing Company is not involved in
production that requires natural resources in abundant quantities. Additionally, it does
not engage in production that has a harmful effect on the natural environment of
Lithuania. Thus, it suggests that boss brewing company will find ease in establishing its
business in Lithuania.
Lastly, it is assessed that Boss brewing will not face a legal issue in setting a business
in Lithuania as the country’s government favors new business establishments (Invest
Lithuania , 2019).
Microenvironment
Microenvironment analysis is the assessment of internal factors that has effect on
business performance. It focuses on elements like competitors, industry and suppliers.
It assists in evaluating the opportunities and threats prevailing in the internal
environment (Fleisher, 2015). As per the Porter’s Five Model, the microenvironment of
‘Boss brewing’ in beer industry states the following:
1. Industry Rivalry: It states the level of competition is prevailing among the
companies in the industry. It is analyzed that there is large number of beer