International Marketing Strategies and Analysis

This assignment delves into the complexities of international marketing, examining essential strategies and analytical frameworks. It discusses the influence of external factors using PEST analysis and highlights the crucial role of the marketing mix in adapting products and services for diverse global markets. The document emphasizes understanding consumer behavior, cultural nuances, and competitive landscapes within international settings.

International Marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Explain why firms develop international marketing.............................................................1
1.2 PEST analysis on foreign market..........................................................................................2
1.3 International marketing research techniques for Dassault Aviation’s company...................3
1.4 Brazil as a foreign target market will be attractive for Dassault’s new product...................4
TASK 2............................................................................................................................................5
2.1 Channels evolve in distribution ............................................................................................5
2.2, 2.3 Distribution channel for Dassault Aviation’s company and also the evaluation in
distribution channel.....................................................................................................................6
2.4 Foreign manufacturing and investment decisions are made in Dassault Aviation..............7
TASK 3............................................................................................................................................7
3.1 International marketing objectives........................................................................................7
3.2 Create a plan to enter the Brazilian market...........................................................................8
3.3 Identify the international marketing mix in planning for the international market...............9
3.4 Relevant ethical and environmental issues in international marketing within Brazil.........10
TASK 4..........................................................................................................................................11
4.1 International marketing planning should be monitored......................................................11
4.2 Ways of controlling export channels...................................................................................11
4.3 Barriers in the international marketing...............................................................................12
4.4 Evaluate methods of communication with key international marketing personnel............12
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

Illustration Index
Illustration 1: PEST analysis............................................................................................................2
Illustration 2: Marketing mix...........................................................................................................6

INTRODUCTION
International marketing also known as global marketing where two or more countries use
this marketing application and raise their financial capital structure (Terpstra, Foley and Sarathy,
2012). It also defined as exchanges where differ countries share their goods and services to each
other and maintain there manufacturing cost. This marketing also involved buyers and seller in
supply process. International marketing is a combination of four different market and they are
like; domestic, foreign, comparative and international trade market. These all markets plays an
important role because with the use of these markets' organization set their planning, goals and
objective. The present file is based on the Dassault Aviation, it is a French aircraft manufacturing
firm and headquarter of this company is located in China. This organization is famous for their
work environment and for this company manager follow all the rules and legislation which are
provided by the UK government. This report also includes the concept and techniques of
international marketing. Furthermore, how organization maintain their distributional channels in
the competitive market, all things have been covered in this report.
TASK 1
1.1 Explain why firms develop international marketing
Dassault Aviation company time to time update their market strategies and adopt all the
latest technology. The main reason behind this is, the manager of the company wants to expand
there business in international market (Czinkota and Ronkainen,2012). By adopting this
marketing, organisation can easily get lots of advantages and they are as follows:
Market expansion- By doing international marketing Planning and development
department of Dassault Aviation company can easily expand their product and services. For
market expansion, firm use digital marketing, cost prohibitive methods (Paliwoda and Thomas,
2013). By applying these things, organisation can grab the attraction of customers and also raise
their brand images as well.
Brand reputation- By applying international marketing, Dassault Aviation company can
easily raise their brand image into the customers mind. Furthermore, by taking the feedback
organisation can understand the need and desire of their different country customers. Then
according to their customers feedback, organisation set their strategies and future plans (Berthon,
Plangger and Shapiro, 2012). By taking feedback, firm create a positive relationship with their
international customers and also expand their brand image into the customers mind.
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1.2 PEST analysis on foreign market
Organisation want to expand their business in India for this the manager of company do a
PEST analysis by doing this they can easily analyze the macro factors (The 8 Ways Social Media
Fits Into the Marketing Mix, 2016). According to these elements' management can easily set their
staratigies.
Political factors
This factor includes the policy of Indian government for manufacturing company and it
also includes the tax format. For better development in international market, government reduce
their tax from import and export services (Murphy,2010). On other hand, the also provide
subsidiary to international firm by doing this, companies can easily expand their business in
India.
Economic factor
Before doing international marketing it is necessary for the company to evaluate the
economic condition of India (Why PEST analysis, 2015). Indian economy is based on
liberalization, formation on FIBP. Due to this, it is simple for international market to open their
new business. On other hand, the inflation rate, foreign exchange rate etc. are strong indicators
for the country.
Social factor
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Illustration 1: PEST analysis
Sources:(Why PEST analysis, 2015)

These factors are based on the beliefs and attitude of the Indian customers toward the
products. For example, changing purchasing habits of customers and their taste put the negative
impact on the social culture. On other hand, increasing rate into the population raise the
percentage of unemployment. India has a population of more than 1.3 billion, so it is important
for government to arrange a structure according to the population (Terpstra, Foley and Sarathy,
2012). For better understanding, government contain varying flexibility, in work, education
system, income distribution.
Technology facto
Technology influences the purchasing power of customers and also develop their
working capabilities. Indian government spend approximate 28% money every year on
technology (Czinkota and Ronkainen,2012). By using the latest technology they can easily
reduce the product cost of products and services. For better evolution on technology, government
promote IT development
According to all these factors, technology is one of the best factor for Dassault Aviation
company (Ghauri and Cateora, 2010). The reason behind this is, organisation time to time update
their technology and in India most of organisation follow the traditional approach of production.
So with the help of the latest technology firm can easily producer their goods and also reduce the
percentage of unemployment.
1.3 International marketing research techniques for Dassault Aviation’s company
Dassault Aviation’s company want to launch their new aircraft, Falcon 8X for this
planning and development department use some techniques and they are as follows:
Survey
In this techniques company planning department use concise, questioners and analysis the
current demand of aircraft in UK and other countries (Paliwoda and Thomas, 2013). By follow
this technique company can easily get the all information which are related to demand and
customers expectation form the organisation. On other hand, the negative point of this technique
is, it is time consuming and for this technique planing department need a particular training.
Secondary market research
In this technique Dassault Aviation’s company planning department use primary data and
modifies it as per the changes in the market. By doing this, they can easily get all the information
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on time. But the negative point of this technique is primary data is based on the old research so
by using this data, planning department cannot evaluate the actual need and desire of customers.
Dassault Aviation’s company used both methods and according to their requirements
senior authority change their data collection methods (Ghauri and Cateora, 2010). Every year
organisation spend approximately 1600 dollars in data collection techniques. Due to this, the
manufacturing cost of the aircraft goes high.
Furthermore, company can also use different type of research method and they are as
follows:
Primary method of research
Qualitative research- It is a primary exploratory research method. By using this technique
firm can easily underlie their reason, motivation and opinions (Paliwoda and Thomas, 2013). By
using this research method, management can easily uncover their thoughts and opinions. For
gathering the information, manager of company conduct personal interviews, use observation
method. By doing this, they can easily find out the appropriate and qualitative data.
Quantitative research- This method of research is based on data and numbers. For
gathering data, management of company check the old record of company and also conduct
statistical test. The major advantage of these techniques is all data is valid and based on facts.
Secondary method of research
Internal research- In this method of research, planning and development department of
Dassault Aviation’s check all trading and P&L account of organisation. Further, they also check
the customers record (The 8 Ways Social Media Fits Into the Marketing Mix, 2016). By doing
this, they analyze the current position of company into competitive market.
External research- This research is based on the stakeholder of organisation. Manager
takes an interview from customers, suppliers and as per their views analyse the current status of
company.
1.4 Brazil as a foreign target market will be attractive for Dassault’s new product
Brazil is one of the largest country in south America In the term of geographically. The
economy is based on the market system where all services are determined in free price system.
The import export services of this market is better than compare to other country
(Meissner,2012). For better development, the government of this country provide tax deduction
to their manufacture. By this, the can easily save their money and used in other department.
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For Dassault Aviation’s company, Brazilian market is perfect. Further, advantages for
this organisation is as follows:
 In Brazilian approximately 85% population is based on young generation. So company
can hire them and by their innovative ideas firm can easily raise their profit.
 The import export facilities of Brazilian market is better than other country
(Murphy,2010). For the same, Dassault company use their export service and reduce their
manufacturing cost.
 The government of UK is very supportive for their manufacturing companies. They
provide high deduction tax(Murphy,2010). So Dassault Aviation’s company supply their
all raw material to Brazilian country people and they will make an aircraft for the
organisation. By using this strategy, manager of Dassault firm save their manufacturing
cost.
Disadvantages
Culture risk- The major disadvantage for company in Brazilian market is culture risk and
the reason behind this is, country culture is based on perspective, rituals (Czinkota and
Ronkainen,2012). So it is importation for organisation to first observe their culture they plan
their strategies of production according to Brazilian peoples.
Culture of Brazil
The culture of Brazil is primary western but their people follow all the ethics and
tradition. In Brazil most of the peoples are related to Portuguese and African (Ghauri and
Cateora, 2010). This country put their concentration on family structure and their values.
TASK 2
2.1 Channels evolve in distribution
In distribution channel manufacturer and consumers plays an important role because they
both are important component of the market. Distribution channel are base on the necessity of
customers. Dassault Aviation’s company follow direct and indirect channel for the distribution.
Direct channel of distributional
This channel is also known as zero level of channel where manufacturing department
directly sell their products to the consumer (Yang and Fam,2012). For example, in Dassault
Aviation’s company manager directly sell their aircraft's to their consumers and organisation can
save their marketing and other activities price process.
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Indirect channel of distributional
This channel is divided into two parts and they are as follows:
One level of distribution- In this company distribution department hire one wholesaler,
this person take an order to the organisation and then according to consumer demand sell
company products. In this channel wholesaler plays a mediator role between the company and
customers.
Two level of distribution- it is very long and time consuming process, in this process
Dassault Aviation’s company sell their product to wholesaler, this person send products to
retailer than this person sell organisation product to costumers.
2.2, 2.3 Distribution channel for Dassault Aviation’s company and also the evaluation in
distribution channel.
Dassault Aviation’s company is famous for their fast customer services for this
organisation follow one level of distribution channel in their organisation. By using this channel
company save their marketing and distribution cost (Majaro,2015). Further, managers use this
cost into the other department. The main reason behind using this channel is this organisation sell
aircraft and these products is purchase by the organisation and business. Due to these methods
they can easily take an order from their clients and also make a strong business relationship with
them.
Reliable export channel for company
For better selling company use three level of distributions. By using this channel
management can easily deliver their products to customers on time (Paliwoda and Thomas,
2013). For example, customers of the UK give their order to retailer and this person take all
products to company then sell it to customers. By following this channel, organisation reduce the
negative imapce of unemployment and maintain the effectiveness of their export channel.
Evaluation in distribution channel
Company time to time update their internal system and adopt all latest methods and
technology. For their products distribution company recently used online import export services,
where they take an order by using their website (Chandra, Styles and Wilkinson, 2012). By suing
this thing, firm raise their working standard and also raise their brand image into the customer
mind. Furthermore, company also provide solar distribution channel where customers can
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innovate their product design as per their taste and preferences. By using this method firm can
easily grab the attraction of business person and also raise their profit as well.
2.4 Foreign manufacturing and investment decisions are made in Dassault Aviation
Foreign direct manufacturing investment is one of the best tool for foreign market. By
using this tool Dassault Aviation can easily do a joint venture with Brazilian company and
expand their business as well (Murphy,2010). There are so many factors that influence the
decision of investors and they are as follows:
 The rules and regulation of other country government for investors.
 Functional and efficiency of local markets.
 Private taxation and trade policy of Brazilian market.
 Some business activities and measures such as; investment, promotions, incentives all
things put their impact on business and investors.
Further, company also follow three different kinds of decision making process and they
are as follows:
Strategic decision level- This decision making process is based on some goals and
objective of Brazilian market. Before making any decision, manager of company first allocated
their strategies and objective of firm then take an appropriate decision for the better future of
organisation.
Tactical level- Tactical decision are usually taking for achieving the short term goal of
organisation. The major disadvantage of Brazilian market is, all companies follow the culture
and ethics of customers. One wrong decision can change the brand value of company (Ghauri
and Cateora, 2010). So it is important in tactical decision making to take right decision on right
time.
Operational level- In this decision making process, manager take day to day activity
decision (Czinkota and Ronkainen,2012). By doing hi activity, they can easily manage their
environment of company.
TASK 3
3.1 International marketing objectives
The major objective of international marketing is as follows:
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 International marketing provide a platform to all organisation where they can import and
export their goods and services. Further, by doing this activity management can easily
build strong relationship with other country peoples
 By applying this marketing, company can easily increase the profit of globalisation
(Paliwoda and Thomas, 2013). The reason behind this is, international marketing cover
all the ethics and culture in their products and services.
 International marketing also increase social and culture exchange because in this
marketing, organisation covered all different nations and countries.
 By using global marketing, manufacture organisation maintain free and fair trade system.
 International marketing reduce the manufacturing cost and also managed the demand and
supply channel.
3.2 Create a plan to enter the Brazilian market
Dassault Aviation’s company wants to expand their business in Brazilian market, due to
this there planning and development department manager develop a plan and they are as follows:
Define the market
It is important for the organisation to analysis the market of Brazilian first then make plan
for how to enter in the market (Paliwoda and Thomas, 2013). While doing market research,
Dassault company mangers evaluate the need and desire of the Brazilian customers and also fin
out the perfect location for their aircraft manufacturing process.
Market analysis
In this aircraft manufacturing company manager analysis the growth rate of Brazilian
market and also evaluate the demand forecasting.
Internal capabilities
Most of the decision on how to enter in the Brazilian market is based on the internal
capability of the country. For this research department analysis some factors and they are like;
 Core competency for the Dassault Aviation’s company in Brazilian market?
 Brazil market have any sales channel and distributors?
Select the particular market
After analyse the market company manager select one market for the manufacturing
process. Market should be based on the strategic fit and the abilities of the company (The 8 Ways
Social Media Fits Into the Marketing Mix, 2016).
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Develop market entry option
Once Dassault Aviation’s company select their market into the Brazil then their head
department find out the stakeholders, investors and the instruments of selling channel.
Further, company can also adopt different kid of model which are based on foreign
market entry and they are as follows:
Exporting- In this organisation, direct sell their product to Brazilian market and for this
work manager of company can hire exporter, importer, transport provider and government.
Licensing-By using this tool company can easily exchange their right to other country
and use all the proper form technical assistance.
Join venture-In this mode of market entry, company merge with other Brazilian
companies and share their asset and liabilities with them (Murphy,2010). By doing this activity,
company can easily expand their business into the international market.
For better development in other country, company consider all the criteria such as the
product resources competition, public policy of government, pricing and internal capabilities etc.
3.3 I dentify the international marketing mix in planning for the international market
Marketing mix is a combination of four factors and in international marketing they all are
playing the important role.
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Illustration 2: Marketing mix
Sources: (The 8 Ways Social Media Fits
Into the Marketing Mix,2016)

Price- In this factor Dassault Aviation’s company select the price of their aircraft's
according to the purchasing power of Brazilian customers (The 8 Ways Social Media Fits Into
the Marketing Mix, 2016).
Place- For better development company can select their new market in Brazil and for this
manager need to set their policies according to the place.
Promotion- This company is famous for their new technology. For promotion, company
do not use banner and newspaper advertisement. For better promotion activities company use
digital marketing where they disclose their products and services by using social media sites.
Furthermore, for better promotion organisation planning department make a website, by using
this website customers can easily take all the information about the aircraft.
Product- Product provide a minimum level of performance for this company analysis
how they sell their products and services for the Brazilian customers.
3.4 Relevant ethical and environmental issues in international marketing within Brazil
Environment issue in Brazil- The government of Brazil is so conservative for their
environment (Murphy,2010). For this they do not allowed to their manufacturing company to
produced their items In the city. So this thing put a bad impact on aircraft company. The main
reason behind this is when company produce aircraft's tyres so this thing produce dangerous gases
and this thing is not accepted by the government of Brazil. For this Dassault Aviation’s company
change their manufacture plant in Brazil and where they do not make the tyres of the aircraft.
Further, there are tow major reason which are based environment issue and they are like;
deforestation and recycle. Most of company cut all the trees and open their new branches due to
this, the environment cycle become dis balanced and lots of medical issues arises.
Ethics in Brazil- Brazilian people do not create a comparison as per male and female
worker so it is important for Dassault Aviation’s company to understand this thing and give the
same opportunities to all employees (Murphy,2010). Brazilian people believes in face to face
meeting rather than phone calls, due to this it is important for organisation to clear all the
important things on meeting and avoid phone call conversation. For better employment practises,
Brazilian organisation time to time provide them training and development classes (Ghauri and
Cateora, 2010). By this secession all workers can easily develop their capabilities and knowledge
as well.
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TASK 4
4.1 International marketing planning should be monitored
It is important for the organisation to monitored their international market and the reason
is as follows:
 The government of Brazil time to time change their policies and tax rate, due to this
many times company faces lots of problems. Further, the financial planing of the aircraft
company become dis balanced.
 At the time of international marketing due to lack of proper communication lot of
misunderstanding creates. For better monitoring, it is important for management to use
appropriate channel of communication and reduce the negative effect of
misunderstanding.
 The major risk is based on the foreign exchange risk (Terpstra, Foley and Sarathy, 2012).
The exchange rate in Brazil is so high, due to this aircraft company faced lot of problem
and financial crises as well.
 The second major risk is based on the credit risk (Czinkota and Ronkainen,2012). In
manufacturing business lots of work is based on the credit because this kind of business
need lots of money and it is not possible for the organisation do all payment on same
time.
4.2 Ways of controlling export channels
Dassault Aviation’s is an international company for controlling the export channel
organisation head department follows some points and they are as follows:
 Before export the aircraft material check all the contract with other organisation and
country.
 Make an agreement with the partners and mentioned all important things into the
agreement (Czinkota and Ronkainen,2012). The things are related to shipping cost prices,
size and type of raw material, insurance card etc.
 Arranged shipping transport system for the buyer.
 It is company duty to paid sales taxes to the government.
 Check all the products before export.
Exports channel
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This channel explain how organisation sent their products and services to other country. In
this channel, supplier and agent plans an important role because agent sell their all gods and
services to supplier and this person sell the item as per the demand of customers.
Advantages and disadvantages of export channel
 Export channel are owner by the organisation itself so the major advantage of this
channel is company can easily control their all changes and according to customers
demand change the structure of export channel.
 By using this channel, organisation can easily create a contact with their customers
and as per their reviews management can change their series.
 Disadvantage of this channel is it takes lots of money so due to this, the financial
system of organisation goes down.
4.3 Barriers in the international marketing
Culture and social barrier
All country culture and social custom is different for each other, so it is company
responsibility to analize the culture of other country then make a plan for the new products and
services.
Political barriers
Political climate of the country plays an important role. The main reason behind this is all
tax policies is based on these factors (Ghauri and Cateora, 2010). Political violence change the
positive attitude of customers and make them negative.
Language difference
Due to language difference company head department are not able to understand the need
and demand of other country people. So most of the times company do not provide the same thing
which other country customers want from them.
4.4 Evaluate methods of communication with key international marketing personnel.
Dassault Aviation’s company follow three method for the communication in their
international marketing and they are as follows:
Oral communication
In this communication method company used telephones, video chat, face to face meeting.
It is appropriate method and the reason behind this is by using this method manager of aircraft
company easily convey their message and project to other county organisation (Ghauri and
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Cateora, 2010). Furthermore, by using this method they also reduce the negative impact of
misunderstanding. If the partners have any doubts so they can easily clear it in the meting and it is
time saving as well.
Written communication
In this method company used emails, business letter for the communication. The negative
point of this method is it time consuming and by using this method lots of misunderstanding
creates.
CONCLUSION
According to the present report it has been concluded that nowadays for the business
expansion international marketing is necessary. By using this marking Dassault Aviation’s
company raise their profit and brand images as well. By suing this marketing firm reduced their
manufacturing cos and use this money into the other sectors.
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REFERENCES
Books and journal
Berthon, P.R., Plangger, K. and Shapiro, D., 2012. Marketing meets Web 2.0, social media, and
creative consumers: Implications for international marketing strategy. Business horizons.
55(3). pp.261-271.
Chandra, Y., Styles, C. and Wilkinson, I.F., 2012. An opportunity-based view of rapid
internationalization. Journal of International Marketing. 20(1). pp.74-102.
Czinkota, M. and Ronkainen, I., 2012. International marketing. Cengage Learning.
Douglas, S.P. and Craig, C.S., 2011. Convergence and divergence: Developing a semiglobal
marketing strategy. Journal of International Marketing. 19(1). pp.82-101.
Ghauri, P.N. and Cateora, P.R., 2010. International marketing (pp. 15-16). McGraw-Hill Higher
Education.
Majaro, S., 2013. International Marketing (RLE International Business): A Strategic Approach
to World Markets. Routledge.
Meissner, H.G., 2012. Strategic international marketing. Springer Science & Business Media.
Murphy, P.E., 2010. Marketing, Ethics of. Wiley Encyclopedia of Management.
Paliwoda, S. and Thomas, M., 2013. International marketing. Routledge.
Papadopoulos, N. and Heslop, L.A., 2014. Product-country images: Impact and role in
international marketing. Routledge.
Sheth, J.N., 2011. Impact of emerging markets on marketing: Rethinking existing perspectives
and practices. Journal of Marketing. 75(4). pp.166-182.
Terpstra, V., Foley, J. and Sarathy, R., 2012. International marketing. Naper Press.
Yang, Z., Su, C. and Fam, K.S., 2012. Dealing with institutional distances in international
marketing channels: Governance strategies that engender legitimacy and efficiency.
Journal of Marketing. 76(3). pp.41-55.
Online
Why PEST analysis. 2015.[Online]. Available through: <http://business-analysis.in/?p=1256>.
[Accessed on 23th May 2016].
The 8 Ways Social Media Fits Into the Marketing Mix. 2016.[Online]. Available through:
<http://kimberlycrossland.com/day-8-8-ways-social-media-fits-marketing-mix/6>.
[Accessed on 23th May 2016].
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