International Marketing Plan for Volpara Health Technologies Limited

Running head: INTERNATIONAL MARKETING
INTERNATIONAL MARKETING
Name of the Student
Name of the University
Author Notes

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INTERATIONAL MARKETING
Acknowledgement
I would like to thank to the people who have helped me for carrying out the research. I would
like to express gratefulness of mine to my adviser, Mr / Mrs
___________________________, for support. I would like to thank my supervisor Mr
________________________, as without his help it would not be possible to complete the
research. I am thankful to my parents and friends for their support.
Thanking you all,
Yours sincerely
(Signature)

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Executive Summary
The aim of the market research is to analyse the expansion of the healthcare technology
company to the province of India through the concept of ARTIFICIAL INTELLIGENCE
from the Australian province. The small and medium industry which is being considered here
is the Volpara Healthcare Technologies Limited which is a company that is innovating ways
to deal with the patients related to the breast cancer and also to have a detailed analysis of the
other factors. The market or the B-plan is being analysed by using the ways to establish the
PESTLE analysis of the country. The overall budgetary consideration along with the
marketing plan for the analysis of the overall analysis in terms of the different marketing
procedures applied. The marketing plan is an analysis of the expansion of the industry to
make sure that the whole expansion of the small company in the province of the new
developing country is successful. The objective of the marketing plan is to analyse the need
of the company in the target country and to have a detailed analysis in the market and to
make probable recommendations to establish the new means in the country for better
business.

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Table of contents
1. Introduction............................................................................................................................4
2. Research Methodology...........................................................................................................5
2.1 Marketing Plan Paradigm.................................................................................................5
2.3 Marketing Plan Approach................................................................................................5
2.4 Marketing Plan Strategy...................................................................................................5
2.5 Marketing Plan Design.....................................................................................................6
2.6 Data collection process for Marketing Plan.....................................................................6
2.7 Data analysis process for Marketing Plan........................................................................6
2.8 Timeline of the Marketing Plan.......................................................................................6
3. Situational Analysis...............................................................................................................7
3.1 Company Analysis...........................................................................................................7
3.2 Market Analysis.............................................................................................................10
3.2.1 Environmental Climate...........................................................................................10
3.2.1.1 Economic Conditions...........................................................................................11
3.2.2 Nature of Demand...................................................................................................15
3.2.3 Extend of Demand...................................................................................................15
3.2.4 Stage of Product Life Cycle....................................................................................16
3.2.5 Cost structure of the Industry..................................................................................16
3.2.6 Regulatory Environment.........................................................................................16
3.3 Competitor Analysis.......................................................................................................16

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3.4 Organizational Assets and Skills....................................................................................17
4. SWOT analysis.....................................................................................................................18
4.1 Strength and weakness...................................................................................................18
4.2 Opportunities and Threats..............................................................................................19
4.3 Implications of SWOT analysis.....................................................................................20
5. Objectives.............................................................................................................................20
5.1 International objectives..................................................................................................20
5.2 Market Objectives..........................................................................................................20
6. Recommended market strategy............................................................................................21
6.1 Target markets................................................................................................................21
6.2 Market positioning.........................................................................................................21
6.3 Market entry strategy.....................................................................................................21
7. Marketing Mix strategies and tactics...................................................................................22
7.1 Product/services.............................................................................................................22
7.2 Price................................................................................................................................22
7.3 Place...............................................................................................................................22
7.4 Promotion (including promotional budget)....................................................................23
8. Planning Budget...................................................................................................................23
8.1 Planning assumption......................................................................................................23
8.2 Forecast Sales and Costs................................................................................................23
8.3 Forecast Profitability......................................................................................................24

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8.4 Sensitivity analysis.........................................................................................................26
9. Implementation and Control................................................................................................28
9.1 Formal project plan for implementation of recommendations.......................................28
9.2 Monitoring of action plan...............................................................................................29
9.3 Formal contingency plans..............................................................................................29
10. References and bibliography..............................................................................................30

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1. Introduction
In the present world where the expansion of business is one of the prime factors for
any of the business, it becomes primary for the organizations to have a distinct marketing
plan for making sure that the growth of the business is substantial. Westwood, (2013) stated
that one of the prime mentions for the growth of the business plan is the inclusion of
marketing plan in the development of the organizational and also to analyse the marketing
strategies for the organization. The companies that are on the small or medium enterprise
basis have to be updated with a regular marketing plan if they are planning to enter an
overseas market in the world. The following International Marketing plan is based on a
small-medium industry namely Volpara Health Technologies Limited which is based on the
healthcare industries and its expansion into the Indian market through the concepts of AI
(Artificial Intelligence). The following paragraphs highlight the marketing plan for the
company for its expansion along with a detailed research methodology.

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2. Research Methodology
2.1 Marketing Plan Paradigm
The way of research philosophy or research paradigm that is being addressed here is
the Interpretivism method of research paradigm in which the researcher utilises both the
observational skills and tries to interpret the topic on the basis of the available data and
analysis (McDaniel & Gates, 2013). The data which is being used in the interpretivism
method of research is small in size to facilitate the research method and of qualitative in
nature. The analysis is done using both detailed information used in the method and doing an
in-depth analysis of the ways. The analysis of the marketing plan for the Volpara
Technologies Limited required Interpretivism method of research in which the data analysis
is done using qualitative data and detailed in the analysis (Volpara Health Technologies,
2018).
2.3 Marketing Plan Approach
In the market plan on the establishment of an International marketing plan for Volpara
Health Technologies Limited requires the analysis of the deductive method of research
approach in which the researcher applies the relevant theories and analysis on the backdrop of
the topic to have a detailed analysis.
2.4 Marketing Plan Strategy
In the topic of analysis due to the use of the Deductive method, the strategy which is
being used for the analysis of the data are experiments, case study and the observation which
is being used. The observation method is followed in which the data of the overseas country
along with the expansion strategy is being analysed. The interpretation skills are being
utilised to have a detailed analysis of the sources of Volpara Health Technologies for the
overseas expansion.