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PM305 International Marketing Assignment

Write an International Marketing report for the module PM305 at the University of Plymouth, addressing the principal managerial issues and policies necessary for success in international marketing, methods of identifying and qualifying market potential, and the marketing implications of cultural differences in consumer behavior.

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Added on  2020-01-15

PM305 International Marketing Assignment

Write an International Marketing report for the module PM305 at the University of Plymouth, addressing the principal managerial issues and policies necessary for success in international marketing, methods of identifying and qualifying market potential, and the marketing implications of cultural differences in consumer behavior.

   Added on 2020-01-15

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International MarketingPM305BSc Business Management1
PM305 International Marketing Assignment_1
Table of ContentsIntroduction......................................................................................................................................4TASK 1............................................................................................................................................4Global Macro - PESTEL analysis................................................................................................4Global Micro – Within the fashion industry ...............................................................................7Porter five forces model.........................................................................................................7TASK 2............................................................................................................................................7Micro analysis – Within Michael Kors........................................................................................7Porters value chain.......................................................................................................................7Support activities:........................................................................................................................8Brand audit ..................................................................................................................................8McKinsey 7S framework...........................................................................................................10SWOT analysis for Chinese market...........................................................................................11SWOT analysis for Indian market ............................................................................................12SWOT analysis for Russian market ..........................................................................................12SWOT analysis for Iranian market ...........................................................................................12TASK 3..........................................................................................................................................14TASK 4..........................................................................................................................................15TASK 5..........................................................................................................................................16CONCLUSION .............................................................................................................................17REFERENCES..............................................................................................................................18Appendix........................................................................................................................................201. PESTEL Analysis for China, India, Russia and Iran.............................................................202. Porter five forces model on China, India, Russia and Iran....................................................22Competitor table...................................................................................................................23Competitor Resource Analysis.............................................................................................233. PORTER VALUE CHAIN ...................................................................................................244. Brand audit.............................................................................................................................25Mintel - Luxury Goods Retailing - International - August 2014..........................................265. Core competencies and competitive advantages....................................................................35Financial Position ......................................................................................................................36Key advantages of Online marketing and physical marketing......................................................38Ansoff's matrix...........................................................................................................................39Bowman's Strategy Clock on China, India Russia and Iran......................................................406. 12Cs Framework....................................................................................................................43
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Mintel - Environment of Russia – Infrastructure investment....................................................493
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INTRODUCTIONInternational marketing is a marketing principle of satisfying various needs and wants ofdifferent people who are residing outside national boundaries (Brush, 2015). Michael Kors is aLimited Company which sells women and men accessories like watches and bags, jewelry,footwear and fragrances. Michael Kors is evaluating the potential markets of China, India,Russia and Iran with the view of investing there. They need to study different types of businessmodels and analyze the data provided by these models according to the business environment inthose countries presently, weighing up the pro’s and con’s before making the decision to goahead and invest in that country.The business models chosen to evaluate the situation there are PESTEL, Porters 5FORCES Model, Porters Value Chain, 12 C’s framework, Brand audit, McKinsey’s 7S Model,GE Matrix and SWOT analysis. These models will help the company determine how best toposition their products and services.TASK 1Global Macro - PESTEL analysisChinaIndiaRussiaIranPolitical Main impact ofpolitical factorsupon China is thatChinesegovernment doesnot allow any othercountry's businessto enter into Chinaand carry out theirbusiness. They needto form a mergerand alliance with aparent company ofChina and thencarry out thebusiness jointly(Caroli, Cucculelliand Pongelli, 2015).Here, alsofashion industryis affected bydifferentpolitical factorsthat introducesdifferent rulesand regulationwhich needs tobe followed byfirm in order tocarry out thebusiness(Cavusgil andet. al., 2014). Russia is ademocraticcountry andthus differentlaws areformulated thataffects therunning of theoperationswithin country(Chetty, Ojalaand Leppäaho,2015. Political factors thataffect Iran because ofits Islamic republic andthus aims to provide allcitizens with equal andappropriateopportunities (Gubikand Karajz, 2014). EconomicEconomic conditionof China has beenEconomy ofIndia has beenEconomiccondition ofInflation rate in Iran is13.5% in 2010 that
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reformed and thus ithelps businesses togrow and flourish(Isa, C.M.M. and et.al., 2012). significantlystable and thusintroducingindustrialreform policiesresults inimproving theeconomicenvironment ofcountry (Isa andet. al., 2012). Russia mainlydepends uponnaturalresources.Thus, throughhaving strongeconomysituation,business needsto pay moreattention uponthe education ofnew generation(Johanson andMattsson,2015). affects the populationto spend much onfashion products(Sleuwaegen andOnkelinx, 2014).Social China is veryconcernedregardingpopulation growthand attempts tostabilize thepopulation in orderto attain results(Sikimic, Frattiniand Chiesa, 2013).Such factorsrefer to anychange in thetrends thatwould impactthe businessenvironment(Sandberg,2013).Conversionfrom societyinto autocraticstructure bringsgap betweenpoor and rich(Brush, 2015). Government andresidents are notworking together andthus it affects thesocial conditions ofIran (Schuster andHoltbrügge, 2012). TechnologicalTechnology growthin China is high andthus it providesopportunities tofashion businessesto use effectivetechnology to carryout operationsJohanson andMattsson, 2015). Technologysignificantlyinfluencesproductdevelopmentand thusintroduces costcuttingprocesses tobring latestfashion in thecountry(Sikimic,Frattini andChiesa, 2013). Russia ishaving hightechnologicaladvancementsand thuscontinues todevelop itsinnovation thathelps fashionindustry togrow and attainsuccess(Schuster andHoltbrügge,2012). Technology is at boomin Iran that helps inmaking best qualityproducts at lower cost(Caroli, Cucculelli andPongelli, 2015). EnvironmentalRapid industrialdevelopment inChina negativelyimpacts upon theAs a result ofgrowingurbanization itresults in healthRapidinfrastructuredevelopment inacross RussiaIran is suffering fromovergrazing anddeforestation thataffects the businesses5
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environment andthus increasingpollution anddecreasing naturalresources affects thefashion houses(Cavusgil and et.al., 2014).problems andcreates pressureuponenvironmentwhich affectsthe businesses(Klebanoff,2012). due to theupcomingWorld Cup2018investment ofUS$20billionensuresdilapidatedsoviet erainfrastructurewhich lackedinvestment upuntil now hasbeen updatedand is safe tomake businesspossible.Includinglogistics of rawmaterials andfinished goodsreachingcustomers atthe earliest(Mintel, 2016) running in the country(Johanson andMattsson, 2015). LegalGovernment hasintroduced differentlaws in order tosupport foreigninvestors andenhance theeconomy of thecountry (Kim, Minand Chaiy, 2015). There aredifferent legalchangesimplemented inIndia such asdisabilitydiscriminationthat directlyaffectsbusinesses(Sleuwaegenand Onkelinx,2014).Russia alsochanged its lawand order, inorder to helppeople to investin this country(Sandberg,2013). Legal regulations arevery weak in Iran asTaliban are operatingand affecting thebusinesses to carry outthe operations (Tang,Atkinson and Zou,2012). Further explanation is available in the Appendix.1
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Global Micro – Within the fashion industry Porter five forces modelChinaIndiaRussiaIranBuyer powerHigh (Samiee,Chabowski andHult, 2015)High Low Low SupplierpowerLowLow (Sandberg,2013)High HighCompetitiverivalryHighHigh (Porter’sFive Forces ofCompetitivePosition Analysis.2017)High (Schuster andHoltbrügge, 2012)LowThreat of newentrantsLowLow (Sikimic,Frattini andChiesa, 2013)LowLow (Porter,andHeppelmann,2014)Threat ofsubstitutionHigh (Yunna andYisheng, 2014)HighHighHighFurther explanation is in the Appendix no.2TASK 2Micro analysis – Within Michael KorsPorters value chainPrimary activitiesChinaIndiaRussiaIranInboundlogisticsValue of firmwill increase. Value of firm willincrease. Value of firm willmoderate. Value of firm willdecrease. OperationsValue ininternationalmarketincreases(Brush, 2015).Value in internationalmarket will moderate(Doole, 2008).Value ininternational marketdecrease(Sleuwaegen andOnkelinx, 2014).Value ininternationalmarket willmoderate(Sandberg, 2013).7
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OutboundlogisticsCollection andstorage of firmwill increase(Christopher,2016.). Collection and storageof firm will increase(Prajogo, Oke andOlhager, 2016. .). Collection andstorage of firm willmoderate (Chetty,Ojala andLeppäaho, 2015. Collection andstorage of firm willdecrease (Caroli,Cucculelli andPongelli, 2015). Marketing andsalesGrowthGrowth (Stadtler,2015.)Decline Equilibrium ServiceSatisfiedcustomers Satisfied customers Neutral Unsatisfied Supportactivities:ProcurementHigh (Stadtler,, 2015. )Input of resources ishigh Low ModerateHuman resourcemanagementSkilledSkilledSkilled (Monczka,Handfield andPatterson, 2015. )UnskilledTechnologicaldepartmentHightechnology Upgrading technology(Value Chain Analysis.2017)High technologyPoor technology InfrastructureDevelopedGrowingDevelopedUnderdevelopedFurther explanation is in the Appendix no.3Brand audit China India Russia Iran BrandpropositionGain (Ke,Lennox andXin, 2014. )Gain Decline Neutral BrandstrategyEasy Difficult(Omnamasivaya andPrasad, 2016. )Easy Difficult BrandassociationHigh Low High (Ahmed, M.I.and Che-Ahmad, A.,2016.)Low BrandstrengthHigh qualityproduct Minimum qualityproducts High quality products Low qualityproducts
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