International Marketing Strategy for Zokoko: Targeting Australia and Thailand Markets

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Table of Contents
Introduction.................................................................................................................................................2
Objectives....................................................................................................................................................2
Market Environment Summary...................................................................................................................3
Competitor Analysis....................................................................................................................................4
Market Readiness........................................................................................................................................5
Mode of Entry..............................................................................................................................................6
STPD Strategy..............................................................................................................................................6
Product Strategy..........................................................................................................................................9
Price Strategy..............................................................................................................................................9
Promotion Strategy...................................................................................................................................10
Distribution Strategy.................................................................................................................................10
Conclusion.................................................................................................................................................11
References.................................................................................................................................................13

Introduction
The international marketing refers to the application of marketing principles on the consumer
market in more than one country. The international marketing refers to different business
activities, which are designed to promote the goods or product at different places. It uses various
techniques such as pricing, product feature or promotional techniques, which can be used to
promote the product or the service (Doole & Lowe, 2008). There are several challenges of
promoting the product at a foreign place, such as competition, legal constraints, government
control and varied consumer behavior (Williams & Eber, 2012). It is important to understand the
unique features each country and the consumer market for developing an effective marketing
strategy. In this regard, in the present report, an international marketing strategy for Zokoko, an
artisan chocolate manufacturing company has been proposed. The company has created a
specific name for itself in the chocolate manufacturing industry, and has been awarded with
various awards such as First Place, Best Dark Chocolate, The Chicago Luxury Chocolate salon
in 2011. The company offers a wide range of products, namely, fine dark chocolate, Alto Beni,
Tranquilidad, Tokiala and Dominican Republic. It is a unique manufacturing organization, in
which the chocolate is made from scratch, such as sourcing, roasting and processing the means
and finally molding it into a final product.
Objectives
The objective of the present report is to provide a comprehensive analysis of the target market in
Australia and provide recommendations to expand in Thailand. The objectives of the present
report can be summarized as:
 To analyze the target market in Thailand