Spritzer: Strategic International Marketing for expanding in China

Spritzer- Strategic International Marketing for expanding in China
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Spritzer: Startegic International Management for expanding in China2
ABSTRACT
The current assignment focuses on strategic international marketing applied by a company
Spritzer. The paper focuses on applying strategic international marketing campaign and
highlights the market research done on China market. The purpose of the report is to understand
the effectiveness of strategic planning and execution and how the companies achieve their long-
term goal. The paper depicts the international market for Spritzer in China and its associated
opportunities and threats.

Spritzer: Startegic International Management for expanding in China3
Table of Contents
Part-A...............................................................................................................................................5
Introduction......................................................................................................................................5
Background Analysis...................................................................................................................5
Company Overview.....................................................................................................................5
GLOBAL MARKETING CAMPAIGN IN SPRITZER.............................................................6
Standardized Advertising by Spritzer......................................................................................7
Marketing appeal and creative execution- Spritzer.................................................................7
Advertisement type for Spritzer...............................................................................................8
Public Relation Practices.........................................................................................................9
Mode of Entry..........................................................................................................................9
Comparison of Market Entry Strategy...................................................................................10
Market Entry Strategy............................................................................................................11
PART-B.....................................................................................................................................13
STRATEGIC MARKET RESEARCH......................................................................................13
Overview of China Bottled Market:......................................................................................13
Structure of the Operating Environment................................................................................13
Strategic Plans for Spritzer....................................................................................................13
Environmental Analysis.........................................................................................................14
Market Segmentation.............................................................................................................16

Spritzer: Startegic International Management for expanding in China4
International Marketing mix Framework...............................................................................17
Conclusion.....................................................................................................................................18
Reference.......................................................................................................................................19

Spritzer: Startegic International Management for expanding in China5
Part-A
Introduction
In the contemporary business world, the concept of international marketing is growing
very fast. The companies are trying to expand themselves globally by adapting various
approaches. It is evident that bottled water has been growing very fast in the past few years.
Spritzer is a well-known organization in Malaysia and at present aims at entering in the global
market especially in China. In China over 19 billion liters of sales are expected to surplus and it
is expected to reach 49 billion liters by 2020 (Child and Lu 2018). Therefore, China bottled
water industry is willing to help Spritzer to expand its global market share. The current report
aims at strategically examining all the relevant and possible international marketing prospects to
expand Spritzer globally in China market (Reiche et al. 2016).
Background Analysis
Company Overview
Spritzer is one of the well-known bottled water organization in Malaysia. It is
incorporated with five subsidiaries which are involved in the manufacturing and distribution of
natural mineral water, distilled drinking water, carbonated fruit flavored water, packaging bottles
and so on. The company is well- recognized for obtaining certification by NSF International.
Spritzer aims at expanding its business in the global market share by considering the overall
increasing growth since, 2007 (Child and Lu 2018). The net profit rose up to $31 million, and
consumer are spending over more than $ 100 billion every year on bottled water. Spritzer
revenue grew 10.78% in financial year 2018 ((Child and Lu 2018).

Spritzer: Startegic International Management for expanding in China6
GLOBAL MARKETING CAMPAIGN IN SPRITZER
The companies go globally for various reason, this may incorporate reasons such as
generating revenue, investment opportunities, competing for the new sales, reducing cost and
diversifying.
The company needs to implement strategic planning approach to their marketing
campaigns in the international market. The strategic plans helps to develop and implement
maneuvers in order to obtain a competitive advantage. An effective marketing campaign plan
must be realistic and clear and with sufficient details of the actions and tactics (Luiz 2016). The
concept of global branding intends to create stronger competitive edge for Spritzer. When the
company is assured competing locally or even with the nation, it aims at expanding globally
(Zentes, Schramm-Klein and Morschett 2015). The global marketing encourages the customers
to be aware and informed on the services or the products offered by the company.
The ways in which the global brand and global marketing campaigns benefits Spritzer in the
following ways:
The global marketing campaigning tools would allow the business to deliver messages to
the customers significantly in the global market (Haider et al., 2019). The tools include social
media post management tools, metrics tracker, split testing software and international call
forwarding solution. Spritzer can deliver messages to its customers and it is most constructive
approach in order to reach to the potential customers. The message can be famed as “Drink Fresh
Live Fresh”.