Report on International Marketing of Villa Groups

Added on - 28 May 2020

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Running head: INTERNATIONAL MARKETINGInternational MarketingName of the StudentName of the UniversityAuthor Notes
INTERNATIONAL MARKETING1Executive SummaryThe current report is about the marketing plan of the Villa Groups, which is Maldives basedConglomerate company. The firm is currently planning to analyze the business environment inAustralia and decide upon their marketing strategies. The report will highlight upon the marketentry modes that are needed to deal with the issues related with that of Australia. Propermarketing mix theory also will be used for the same purpose that will help in deciding upon thepricing and promotional strategies.In the concluding note, there will be relevant recommendations that can be implemented by thecompany to establish effective marketing strategies.
INTERNATIONAL MARKETING2Table of ContentsIntroduction......................................................................................................................................2Potential of Villa Group to Enter the International Market.............................................................3Impact of business environment of Australia on the Villa Group...................................................5Mode for Market Entry..................................................................................................................10Marketing Mix...............................................................................................................................12Conclusion and Recommendations................................................................................................16References......................................................................................................................................18
INTERNATIONAL MARKETING3IntroductionThe current business report will discuss the international market entry plan for the VillaGroup, which is currently planning to enter the consumer market in Australia. The Villa Groupis considered to be one of the largest Conglomerate company in Maldives. The major businessoperations of the business include that of the shipping along with that of import and exportactivities. Other major services are communication, education, fishing, tourism and media. Thecompany was established in the year 1986 and they currently have their headquarters at Male.Being one of the largest business organizations in the nation, the total revenue of the company isestimated to be $150 million dollars as of year financial year 2016 ("Overview - Villa - TheLeading Business Initiative in Maldives", 2018).The major areas that the company serves apart from Maldives include Singapore, HongKong, Japan and Germany. The company in order to expand the range of business is planning toinitiate the business in Australia and UK. Nevertheless, under the current business environmentin the company has to face higher levels of business competition within the consumer market ofUK due to the existing Conglomerate companies both at the local and international level thatincludes Virgin Group, Walmart, Tesco, Unilever and many others. Hence, under the currentcircumstances, the local marketing consultancy firm will prepare the international marketing planfor the Villa Group for the business environment of Australia. The geographic position and thevast size of Australia will offer healthy business opportunity for the Villa Group in the businessof shipping and transportation. The company will mainly focus on the business areas near easternside of Australia, where the major business areas of the nations are located including the cities ofSydney, Melbourne and Canberra.
INTERNATIONAL MARKETING4The business report will be prepared by discussing the potential of the company withrespect to the international market. The external business environment of Australia will bediscussed using the tools of Pestle analysis and Porter’s five force. The marketing mix strategieswill be done using the tools of 7Ps, STP and Competitor analysis. Additionally, theories relatedto that of market entry will help the company to deal with the initial challenges.Potential of Villa Group to Enter the International MarketAfter the establishment of the company in the year 1986, by Mr. Qasim Ibrahim, thebusiness operations of the company have been able to establish as the largest private shippingcompany in Maldives. The company later invested in the resort and tourism industry. The overallassets of the organization include that of the five resorts, having 2008 beds and 8 major cargoships and tankers that are used in the trading operations. The company also is currently havingthe 5 island resorts that have 1,002 rooms including 6 presidential suits. In order to expand therange of business, the company has established their sales and marketing office in countries likeGermany, Hong Kong and Japan. The average occupancy rate of all resorts under the ownershipof Villa Groups is estimated to be of 81.1% that is considered to be higher than the average ofthe respective industry in Maldives of 72% ("Overview - Villa - The Leading Business Initiativein Maldives", 2018).Over the past years of effective business operations across wide ranges of industry, thecompany has able to earn high asset values of $108.4 million dollars. This is believed to increasewithin the upcoming years due to the potential of the industry. The tourism department withinthe organization is believed to have diverse ranges of services that includes money transferacross all parts of the globe. All other types of service include that of medical package trainingthat is considered to be one of the effective and integrated parts of the tourism service and
INTERNATIONAL MARKETING5industry. The Villa travel and tourism sector have an integrated partnership with that of theMalaysian Airlines, LAUDA air and Uzbekistan Airlines. The Cargo sales Agency of KuwaitAirways has also invested in the business partnership of Villa Travels ("Travel Services - Villa -The Leading Business Initiative in Maldives", 2018). All types of business partnership with allmajor international companies within the transportation and communication industry, will helpthe Villa group to establish an influential business platform in the international market of traveltourism and transportation industry. According to Gabrielsson et al., (2017), it is highly essentialfor an organization to have multiple business unit partners at the international levels, which helpthem to expand the areas of their business operations in the different foreign nations.The diverse ranges of travel and tourism services along with that of the transportation andshipping business operations will provide the Villa group with the major potentials to enter theinternational market. There is also the sector of Broadcast and media, which will help thecompany to implement their marketing plan within the international domains. The company hastheir official channel that is aired in all countries along with that of the MediaNet ("Broadcast &Media - Villa - The Leading Business Initiative in Maldives", 2018). The company has alsoacquired two major cable TV operators that includes CableNet and J-Sat Communications. Thishas helped the company to make use of the optical cable network, thereby increasing the areaairing the local channels. The cost of international marketing is significantly reduced, which isbelieved to provide effective easy and cheap opportunity to explore the market within the foreignnation.There are also additional philanthropic activities of the company, which has helped toimprove the social reputation of the company. The Villa Foundation was established by themanagement to ensure that all types of social welfare activities are being effectively carried out
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