International Marketing Strategy Analysis

This assignment delves into the realm of international marketing strategy. It requires students to critically examine different strategic approaches used in global markets. The focus lies on understanding the factors influencing these strategies, their effectiveness, and the challenges faced by businesses operating internationally. Students are likely to analyze various models and frameworks commonly employed in international marketing, such as those discussed by authors like Majaro, Meyer, Nachiappan et al., Papadopoulos et al., Plangger et al., Ronkainen and Czinkota, Rundle-Thiele et al., Samuel and Douglas, Sousa and Tan, Taylor and Okazaki, Valla and Turnbull, Wu (2011), Wu (2013), and Zucchella et al.

Individual Assignment
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TABLE OF CONTENTS
2. EXECUTIVE SUMMARY ........................................................................................................3
3. EXPECTED MARKETING CHALLENGES.............................................................................3
4. PRODUCT POLICY DECISIONS.............................................................................................3
5. PRICING ISSUES AND DECISONS.........................................................................................4
6. PROMOTIONAL CHALLENGES AND ISSUES IN TARGET COUNTRY...........................4
7. Solutions to these challenges ......................................................................................................5
9. Staffing and distribution of the proposed products/services .......................................................7
REFERENCES................................................................................................................................9
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2. EXECUTIVE SUMMARY
Talley's Group Limited is considered as the organization that is owned privately within
New Zealand. It is one of the agribusiness organization that is engaged in offering sea food,
vegetables as well as diary products. Talley makes sales of the products that includes Fish, Flat
fish, Shell fish, Squid, shark, Skate as well as Eel. There are wide range of products and services
that are being offered by Talley. The company is highly engaged in offering sea food to the
customers that resides across the globe. The organization is involved in offering wider selection
of world's highest quality as well sustainable seafood. The key characteristics of Indian economy
is that individual within the economy possess moderate income. On the other hand, the climatic
condition are inappropriate within the market. Furthermore, there is scarcity of natural resources
within the India as well as the political stability in India is not sound. The suggested target
market is India as it is consider as an emerging market thus, demand of sea food is increasing in
the market. In addition to this, the marketing mix strategy or targeting the Indian customers
3. EXPECTED MARKETING CHALLENGES
Talley Group Limited privately owned New Zealand company that basically deals in
selling sea food items as well as vegetables to the different organization and clients (Bitner,
Zeithaml and Gremler, 2010). At present the sea food company focuses on expanding their
activities in India as the demand of sea food is increasing in the South region. In order to
formulate the international marketing strategy Talley group has expected several marketing
challenges in the India that is differences in language and culture, legal difference with the
advertisement etc. the differences in language and culture is consider as the key marketing
challenge as expanding activities within India Talley limited focuses on language challenge
(Andersson, 2011). On the other hand, another marketing challenge for Talley is legal
differences related with advertisement.
4. PRODUCT POLICY DECISIONS
For marketing the sea foods in the Indian market Talley Group Limited need to focus on
the global product policy decisions that is related with extension, adaptation and invention
(Zucchella and et. al., 2012). Under the product extension sea food company would extent or
increase their product line so that large sea food lover can enjoy their products. Another product
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policy decisions include product adaptation decisions under which new product is produce with
the customization or change in the current or existing sea food products (Wu and Naidoo, 2011).
The last decisions related with entering into the new market that is in India company can use the
product policy that is product invention. Under this product policy sea food company is
innovating and creating new sea food product in order to target the Indian customers.
5. PRICING ISSUES AND DECISONS
In order to expand the activities in the targeted country that is India there are certain
promotional challenges as well as issues arises in the market (Wu, 2011). The foremost
promotional challenges in the target country is of language barrier as most of the people in the
India prefer to speak Hindi as compare to other language therefore, to promote the sea food in
India Tally group limited must ensure to avoid the language barrier. In addition to this, another
promotional challenges as well as issues in the target country is that India majorly consists of
rural areas where there is no electricity and technology. Thus, it may act the key promotional
challenges and issues for the company (Valla and Turnbull, 2013). While, expanding activities in
the international market that is in India Tally Group Limited mainly focuses on various pricing
issues and decisions that is demand of customers, changing economy etc. the foremost pricing
issues that arises is regarding the changing demand of customers. The company is not aware that
customers will purchase their sea food or not. If the demand of sea food product in India is high
then company would increase the prices of their products that is not feasible for Indian customers
as the income level of customer is moderately low. On the other hand, another pricing issue is
related with change in the economy (Taylor and Okazaki, 2013). Talley company need to sell
their sea food products at the higher prices but the sudden downturn in the economy will result as
the issue for pricing as customer prefer low income products.
6. PROMOTIONAL CHALLENGES AND ISSUES IN TARGET COUNTRY
In order to expand the activities in the targeted country that is India there are certain
promotional challenges as well as issues arises in the market. The foremost promotional
challenges in the target country is of language barrier as most of the people in the India prefer to
speak Hindi as compare to other language therefore, to promote the sea food in India Tally group
limited must ensure to avoid the language barrier (Sousa and Tan, 2013). In addition to this,
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another promotional challenges as well as issues in the target country is that India majorly
consists of rural areas where there is no electricity and technology. Thus, it may act the key
promotional challenges and issues for the company. The rural area in India is not developed
enough that Talley group limited would promote and market their products in the area (Samuel
and Douglas, 2011). In addition to this, another promotional challenge and issues that arises
within the target market is that most of the people in India are vegetarians as compare to non-
vegetarians. Therefore, while promoting the sea food in the market they must focus not to affect
their values and beliefs.
7. SOLUTIONS TO THESE CHALLENGES
As per the structured study, there are number of challenges that may affect the business
of Talley's Group Limited. It is one of leading sea food provider and looking forward to have
business expansion in diverse nation (Rundle-Thiele, Merrilees and Lye, 2011). However, as per
my view India is one of most suitable location to have business expansion because it creates
better opportunities in the market. Classification of challenges can be as language, legal
difference, etc. In this respect, it is significant for management of Talley's Group Limited to have
investment on market research. It will provide detailing about various aspects that need to be
consider during business expansion. With an improved focus on such kind of aspects the entity
may have effective designing of activities so that goals and objectives can be accomplished in
desired form (Ronkainen and Czinkota, 2012). In order to have effective promotion of product
and services the management need to ensure that the marketing activities is having effective
targeting on customers as per their needs. It is significant for business entity to have changes in
product and its features according to customer needs.
In respect to the distribution, it is one of critical task for management to have effective
management of activities. If activities are not properly managed then overall distribution channel
may get affected in negative manner (Plangger and et. al., 2012). It means the management need
to focus on effective monitoring of activities so that distribution of products and services can be
managed in appropriate manner. In addition to this, there are number of monitoring systems and
tools that can be accessed by the management of Talley's Group Limited in order to manage
distribution effectively. It is necessary for manager to have accountability for selection of
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partners. Selected distribution partners must be according to key needs of organisation. Manager
also need to focus on training and developing partners’ sales and marketing staff, and monitoring
performance against agreed targets (Papadopoulos, Cleveland and Laroche, 2011). With an
improved focus on building strong relationship with suppliers and distributors the management
of Talley's Group Limited can easily provide support to expansion project and overcome diverse
issues.
Problem identification system can also be established within Talley's Group Limited so
that issues can be determined in easy way (Nachiappan, Nath and Ramanathan, 2010). It will
also assist in designing of various strategies that can easily overcome issues and lead business to
impressive level of success. Training and development program is also one of critical aspect that
can overcome issues and provide support to expansion project of Talley's Group Limited. In
order to have advancement in the distribution channel the customer service improvement is also
essential so that goals and objectives can be accomplished in appropriate manner (Meyer and De,
2010). It is also necessary to ensure that the members have awareness about the overall process
so management of Talley's Group Limited can provide learning by providing practical work
shops. Motivation techniques can be used in order to meet goals and objectives so that business
can have impressive level of success.
Moreover, management of Talley's Group Limited also need to make sure that the pricing
of product and services is according to customer perception so that more and more customers can
be attracted. In order to have better pricing while having business expansion the business entity
need to have proper evaluation of economic conditions (Majaro, 2013). It will assist in effective
designing of pricing strategy. For example, the company wants to continue with premium pricing
then management can add on the values to the product so that customers get attracted towards
business. It will also enhance the sales and provide better support to expansion project.
Moreover, there are number of alternative strategies that can be adopted by the
management of Talley's Group Limited in order to have better expansion of project. In
advertising the organisation must present its core values to acquire emotional attachment with
the customers (Leonidou and et. al., 2014). It will help in attracting more and more customers
and lead business to impressive level of success. There are various frameworks that need to be
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followed by the organisation in order to have better marketing. Guidelines of advertising
authority must be referred in appropriate manner so that ethical aspects can be presented in
advertising and marketing. Correct information about product and pricing must be presented in
advertisement as it will create trust factor (Kleinschmidt, Brentani and Salomo, 2010).
Advancement in trust aspects is beneficial to meet goals and objectives. In order to overcome the
marketing issues the management also need to focus on activities that may create better
connection with target audience (Hsu, 2011). Communication is one of most beneficial aspect
that can facilitate in creating better connection with the target customers. Concepts of marketing
and business fundamentals also need to be referred in appropriate manner to have sustainable
development. There are number of legal frameworks that also need to be followed by the
business entities in order to meet goals and objectives. With an improved focus on legal
frameworks the management of Talley's Group Limited can easily promote its seafood products
in Indian market. Policies and frameworks can also be designed as per economic, social and
marketing elements. It will facilitate in effective expansion of project so that business entity can
meet goals and objectives in desired form (Heslop and Papadopoulos, 2014). Customer
perception identification activities is also beneficial for the management of Talley's Group
Limited because it helps in effective designing of strategies that can overcome issues and lead
businesses to impressive level of success. CRM is also one of critical aspect that can facilitate in
building better relationship with suppliers and distributors so that expansion project can be
accomplished in appropriate manner.
9. STAFFING AND DISTRIBUTION OF THE PROPOSED
PRODUCTS/SERVICES
For distributing the proposed product/services Tally group limited must focuses on
outlining the staffing and distribution so that company can successfully supply the products in
the target market that is India (Foley, Terpstra and Sarathy, 2012). Moreover, for the distribution
of sea food products in the Indian market company must focuses on staffing different personnel
that is-
 Hiring new personnel- in order to expanding or market the sea food products in the
Indian market company must ensure proper staffing of the personnel so that they can
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easily deliver the products and services in the market. The foremost option that is
available for the company is hiring new personnel for selling the quality sea food
products and other items to the other clients and customers (Chabowski and Samiee,
2012). Hiring new personnel is quite costly for the company as to recruit new personnel
they require additional costs.
 Use of locals- On the other hand, for marketing food products in India Talley Group
Limited must use the locals for distributing the products. As staffing local personnel is
consider as an effective option for the company as they are aware regardong the
preferences and needs of the customers (Cadogan, 2012). On the other hand using local
person for distributing is also beneficial for the sea food company as it remove the
language barrier among the customers. Local staff can easily communicate with the
customers and provide them required products and sea items accordant with the
requirement.
 Expatriates- Another staffing option that is available for Talley group limited is hiring
expatriates for expanding and distributing the sea products in the Indian market (Bitner,
Zeithaml and Gremler, 2010). For successful operations within the Indian economy
Talley Group limited must expatriates their higher level staff in the target market so that
they can easily frame the policies and strategies according to the parent company in New
Zealand.
In addition to this, to succeed in the target market Talley group limited must ensure
proper development of their products and services that is through modifying the products,
enhancing branding etc. in order to enhance the branding of sea food products company must
focuses on the using the aggressive promotional and marketing techniques so that it may enhance
their reach to the large mass of audiences (Andersson, 2011). With the help of branding Talley
company can easily distribute the sea food products or other nutritional items among the Indian
customers. Furthermore, distribution channel is also amended so that company can easily
distribute the seas products among the customers.
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REFERENCES
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Bitner, M. J., Zeithaml, V. A. and Gremler, D. D., 2010. Services marketing strategy. John Wiley
& Sons, Ltd.
Cadogan, J. W., 2012. International marketing, strategic orientations and business success:
reflections on the path ahead. International Marketing Review. 29(4). pp.340-348.
Chabowski, B. R. and Samiee, S., 2012. Knowledge structure in international marketing: a multi-
method bibliometric analysis. Journal of the Academy of Marketing Science. 40(2).
pp.364-386.
Foley, J., Terpstra, V. and Sarathy, R., 2012. International marketing. Naper Press.
Heslop, L. A. and Papadopoulos, N., 2014. Product-country images: Impact and role in
international marketing. Routledge.
Hsu, Y., 2011. Design innovation and marketing strategy in successful product
competition. Journal of Business & Industrial Marketing. 26(4). pp.223-236.
Kleinschmidt, E. J., Brentani, U. and Salomo, S., 2010. Success in global new product
development: impact of strategy and the behavioural environment of the firm. Journal of
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Leonidou, C. N. and et. al., 2014. Sustainable export marketing strategy fit and
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Majaro, S., 2013. International Marketing A Strategic Approach to World Markets. Routledge.
Meyer, R. and De, B., 2010. Strategy: process, content, context: an international perspective.
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Papadopoulos, N., Cleveland, M. and Laroche, M., 2011. Identity, demographics, and consumer
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Plangger, K. and et. al., 2012. Marketing meets Web 2.0, social media, and creative consumers:
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Ronkainen, I. and Czinkota, M., 2012. International marketing. Cengage Learning.
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Taylor, C. R. and Okazaki, S., 2013. Social media and international advertising: theoretical
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Valla, J. P. and Turnbull, P. W., 2013. Strategies for international industrial marketing.
Routledge.
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Wu, C. W., 2011. Global marketing strategy modelling of high tech products. Journal of
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Wu, T. and Naidoo, V., 2011. Marketing strategy implementation in higher education: A mixed
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Zucchella, A. and et. al., 2012. International strategy and performance—Clustering strategic
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