Expanding Business in the Global Market: A Case Study of SKD Jewelers

Running head: INTERNATIONAL MARKET
International Market
Name of the Student
Name of the University
Author’s Note

1INTERNATIONAL MARKET
Executive Summary
This particular part has focused to evaluate on how SKD jewelers can expand their business in
the global market with the help of different market entry strategies and policies in the global
market. The domestic companies, on the other hand, look for the suitable strategies for
expanding the business in the global market. It is usually anticipated that the business expansion
in the internationalized countries can make the considerable profits for the businesses. However,
it is also notable that lack of appropriate strategies and systematic methods can even lead to the
expansion failure.

2INTERNATIONAL MARKET
Table of Contents
Assessment Part 2: Report...............................................................................................................3
Introduction:....................................................................................................................................3
Company Background:....................................................................................................................3
Missions and objectives:..................................................................................................................4
Macro Environmental analysis (PESTEL):.....................................................................................4
Micro environmental analysis (SWOT):.........................................................................................6
Various Market entry strategies:......................................................................................................6
Direct exporting...............................................................................................................................6
Direct investment.............................................................................................................................7
Identified market entry strategy and justification of chosen market entry strategy:.......................8
Joint venture.....................................................................................................................................8
4Ps of marketing mix:......................................................................................................................9
Hofstedes’ Cultural Dimension:....................................................................................................10
Promotional strategy:.....................................................................................................................10
Reference List:...............................................................................................................................12
Appendices....................................................................................................................................14

3INTERNATIONAL MARKET
Assessment Part 2: Report
Introduction:
Every business marketer strives to strengthen the competitive position of the business in
the global market. The domestic companies, on the other hand, look for the suitable strategies for
expanding the business in the global market. It is usually anticipated that the business expansion
in the internationalized countries can make the considerable profits for the businesses. However,
it is also notable that lack of appropriate strategies and systematic methods can even lead to the
expansion failure (Johanson and Mattsson 2015). Especially, when the small companies decide
to expand the business in the newer region or country, it becomes much crucial to select the
appropriate strategy for the successful business prospects.
Company Background:
SKD Jewellers has started their journey in the fashion industry. Designing innovative
jewelers in affordable price range is the primary aim of SKD. Business experts aims to expand
the entire business in multinational countries. We can see in this case study; SDK Jewellers is the
UK based domestic company that intends to expand the business in the Asian countries
especially in India. We are generally concerned about the products or services that are needed to
offered to the target market if we happen to expand our companies in different locations of
India. Similarly, the company has decided to develop a variety range of jewelries and bring
flexibility to the services. Having presence in the south east region of England, the company has
already gathered the remarkable responses from the local customers (Jewelrycatalogue.net 2017).