Global Marketing Management: Target Australia's Expansion to India

Global Marketing Management
9/16/2018
Target Australia

Global Marketing Management 1
Contents
Introduction......................................................................................................................................3
Summaries from assessment 1.....................................................................................................3
Screening of market selection..........................................................................................................4
Screening approach......................................................................................................................4
Five stages of the overseas market selection process..................................................................4
Stage 1- Country identification................................................................................................4
Stage- 2 Preliminary Screening...............................................................................................5
Stage -3 In-Depth Screening....................................................................................................5
Stage-4 Final Selection............................................................................................................6
Stage-5 Direct Experience.......................................................................................................6
Reason to choose the country..........................................................................................................7
Mission statement........................................................................................................................7
Financial and market share objectives.........................................................................................8
Evaluation of Alternative Strategies................................................................................................9
Alternative Market Entry Strategies............................................................................................9
Alternative target market selection, positioning........................................................................11
Market selection process................................................................................................................13
Target market selection..................................................................................................................13
Possible positioning for each of target markets.............................................................................14

Global Marketing Management 2
Alternative generic strategies........................................................................................................14
Recommendations for a preferred strategy for India.....................................................................15
Conclusion.....................................................................................................................................16
References......................................................................................................................................17

Global Marketing Management 3
Introduction
An international marketing plan is the multinational process of planning and executing the
conceptions, promotion, pricing and others. This is an international marketing plan which
evaluates the realistic market options for the selected country by the organisation. The aim of the
report is to determine the potential market segment of the company that includes the target
markets in the selected country. This assessment is linked with the previous assessment that is
based on the target Australia. Target Australia has selected the market of India, Asia for the
expansion of the business. The market is growing and there is a need for the clothing and
departmental stores. Target Australia Objectives related to the financial and marketing of the
company in India as the clothing company. In the end, the recommendations related to the
strategies have been stated in the assessment.
Summaries from assessment 1
The previous assessment reflects that Target Australia Company is considered as the strategic
profitable sector for the Wesfarmers organisation and this is the reason due to which the
company is able to maintain the strong position in the market. The previous paper focuses on the
expansion of the Target Australia in the Indian market in Asia because this is considered as the
economically viable option for the company. The analyses related to the external factors that can
affect the company in India are discussed so that proper strategies can be prepared by the
company. In addition to this, the organisational capabilities and SWOT analysis have been
undertaken for the market of India. In the end, it was concluded that the company can expand
their business operations in the market of India but the company needs to be careful with the
selection of strategies or the changes in the market.