Strategic Planning for International Expansion of Mydin

International
Marketing Report

Table of Contents
INTRODUCTION...........................................................................................................................1
PART 1............................................................................................................................................1
Point 1:........................................................................................................................................1
Point 2:........................................................................................................................................2
Point 3:........................................................................................................................................3
Point 4:........................................................................................................................................3
Point 5:........................................................................................................................................4
PART 2............................................................................................................................................5
Point 1:........................................................................................................................................5
Point 2:........................................................................................................................................6
Point 3:........................................................................................................................................7
Point 4:........................................................................................................................................7
Point 5:........................................................................................................................................8
CONCLUSION................................................................................................................................8
REFERENCES..............................................................................................................................10

INTRODUCTION
Marketing is an activity performed by a business organisation so that goods and services
can be sold to the consumers. When business activities are performed in more then one nation
then it is termed as international marketing. In this report Mydin organisation which is operating
in Malaysia is expanded to international market of Indonesia. It is a public organisation founded
in the year 1940 by Mydin Mohamed. The organisation is operating business as Emporiums,
convenience stores, franchises, mini-markets, supermarkets, grocery stores. In the past 80 years
business has expanded to 74 other locations and now planning to expand to Indonesia as one of
their form of supermarkets (Christofi and et.al., 2018). As Mydin is dealing in supermarkets all
the consumer goods which are specifically related to food industry are served by the
organisation. Consumers of all the age are considered as a target market for the products.
PART 1
Point 1:
Strategic planning is termed as a process through which business organisations develops
a long term plan that needs to be achieved through implementing all the required steps. Mydin
organisation is expanding to international markets and various strategic planning models are
applied for this some of them are as follows-
PEST (Market based): In this strategic model external marketing factors such as
political, economical, social and technological of Indonesian market is analysed. This will help
Mydin organisation to expand their supermarket business in more planned and secured manner.
VRIO Framework (Resource based): Availability of resources helps Mydin
organisation to gain competitive advantages in the Indonesian market. Value, rairty, imitability
and organisation of resources must be consideration while making planning for expansion to
international market (Eteokleous, Leonidou and Katsikeas, 2016).
Organic and self-organising: It is a strategic planning model through which more
formal and methodical then other approaches. Each organisation uses a unique approach in order
to bring change and achieve its objective.
Balance Scorecard: It is a performance metric through which all the functions of
business organisation are recorded and performance of business operations are managed.
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