Agro Bolivia: A Report on International Marketing Strategies

This report assesses the scope and key concepts of international marketing, focusing on Agro Bolivia, a UK-based company specializing in nuts, grains, and seeds, and its rationale for international expansion. It describes various routes to international markets, recommending a licensing approach for entering the Sydney market due to its low investment and local market knowledge. The report evaluates key criteria for selecting international markets, highlighting opportunities in Sydney's developing market and challenges related to governmental regulations and trade policies. It defines market entry strategies, discussing the pros and cons of exporting and licensing, and concludes with recommendations on how and why Agro Bolivia should enter the international market, emphasizing the importance of adapting marketing strategies and focusing on high-quality products to build a positive brand image. Desklib provides access to similar reports and study tools for students.

International
Marketing

Table of Contents
INTRODUCTION ..........................................................................................................................4
TASK 1............................................................................................................................................4
Assess the scope and key concepts of international marketing and explain the rationale for
your chosen organisation to market internationally...............................................................4
Describe the various routes to international market which your chosen organization can adopt
and which route the company should adopt and why?...........................................................5
There are many international markets that an organisation can enter, so evaluate the key
criteria and selection process that the company should use when considering which
international market to enter besides evaluating the opportunities and challenges................6
Define and explain what a market entry strategy is, using examples of the different strategies
that are available to an organisation, and include the advantages and disadvantages of each.7
Critically evaluate how your chosen organisations should adapt their marketing strategies for
various international markets.................................................................................................9
Conclusions and recommendations on how and why the company should enter the
international market................................................................................................................9
CONCLUSION .............................................................................................................................10
REFRENCES.................................................................................................................................12

INTRODUCTION
Global business is a terminology which is essential for the regulation the dynamic
activities of the organization or a company. It provides with a direction to a company along with
the planned and strategic supplies which provides a support among the competitors in the global
market. This benefit is earned by providing various goods and services to the customers or the
clients. The primary function of the management is to achieve the marketing aims and objectives.
It results in the expansion of the business and partnerships as an outcome of the worldwide
commercial operations(Alon et.al, 2020) . This report encompasses the construction of
international marketing and the different marketing plans along with their merits and demerits.
This report further includes a case study of a UK based company named Agro Bolivia which is
engaged in the business of nuts, grains, seeds,etc. The formation of the company was done in the
year 2013. At present, the company is strategising its expansion in the global market. The
company is planning to grow its business in order to attain a better understanding in relation with
the distinct policies of the other countries. The report will explain that how a business can spread
its roots in the international market.
TASK 1
Introduction of chosen company and definition of international marketing.
Agro Bolivia is an United Kingdom based company which deals in trading of the grains,
seeds and nuts. It is a business which was initiated in the year 2013 and is now growing rapidly.
The concept of international marketing can be referred to as the set of activity which is
commenced by the business across the borders and marketing is done across the national borders.
Assess the scope and key concepts of international marketing and explain the rationale for
your chosen organisation to market internationally.
Internationalisation of the business will assist in building the image and the brand value
of the organization. The term internationalisation means the expansion of the business activities
in the outside world. Basically, the goodwill of the business will contribute in the profit
maximisation as it changes the perception of the customers or the clients towards the company or
the organization. It also helps in the establishing the company with a new and different approach

which ultimately helps in the creating worth of the company in the sight of the competitors as
well as the clients (Azoulay and Al-Maghribi, 2019). When the company decides to expand itself
or to open more branches in the other states then they are required to follow the different rules
and regulations and the various formalities which includes, sanctioning from the government of
that state, issuance of license, licensing policies, market needs, demands of the consumers, social
affairs, etc. as it is not easy to constitute the business in the other country whether in terms of
establishing a new company or expanding the already existing business.
Rational to expand the business in the international market: -
 Increase the revenue: -the first and the foremost reason for the management of the Agro
Bolivia to go globally is to increase the revenue. By globally the respective company has
the chance to target the new market and gain access over millions of consumers which
result in increase in sales.
 Access to new talent: - this is also the another reason for the chosen organisation to take
their business in the international market. By going globally, they respective company
management can get access over much large pool of talent which result in bringing
various advantages for the organisation.
Describe the various routes to international market which your chosen organization can
adopt and which route the company should adopt and why?
If the firm want to go globally, there are different types of entry modes present in the
market by which the firm can expand their business. Following are various routes to international
market expansion which are discusses below: -
 Establishing- Another branch or division is being created in other country to carry out
the functions of the business company like, packaging, processing, standardization,
gathering of goods according to the needs of the market (Baack, Czarnecka and Baack,
2018).
 Joint venture and collaborations- This particular process of including the other
companies or brands in order to form a single company helps in the satisfying the global
needs and the production on large scale which can meet the worldwide demands of the
customers living in the native as well as in different countries.
 Licensing the arrangements- It is very important to study the licensing policies of the
countries in which the company wanted to expand its business. By understanding the

licensing arrangements of the foreign countries, it would be easy for the company to
establish the business by following a proper procedure so that the company could be
saved from the future discrepancies (Battisti et.al, 2021).
From the above discussion it has been identified that in order to expand the business in
the market of Sydney Agro Bolivia can adopt the licensing option. This option of business
expansion can be suitable for the business because in this the Agro Bolivia don’t have to make
any investment in the other country and and along with this they are not responsible for any
losses. Another main reason behind adopting this entry mode is the individual who take the
license form the licensor has full knowledge about the market because of being local.
There are many international markets that an organisation can enter, so evaluate the key
criteria and selection process that the company should use when considering which
international market to enter besides evaluating the opportunities and challenges.
The process of market selection plays an important role in marketing. The market can be
divided on various levels such as the local markets, international markets, national market, etc.
This is basically done with the aid of the verbal analysis and goals of the individuals. There are
several methods that are used in this activity are as follows-
 Marketing objectives at international level- The first step to enter into an international
market is to establish the goals and the objectives of an organisation. Moreover, when
there is the clear view for the aims of the objectives, then the business can work more
properly in accessing the opportunities for the business. Furthermore, the business can
also analyse the export facilities that can be used in the business of the company. The
company can also analyse various marketing opportunities under this step as per the law.
 Factors affecting the selection of market place- There are various factors that affects
while taking decision for the market place for an organisation. This would include that
the management of the company must assess the different factors like the demand, market
place, cost involved while selecting the market for the business organisation (Eid,
Abdelmoety and Agag, 2019) .
 Prime screening of the market- The main aim related to the prime screening would
lower the possibility of the market place. This means that it would only assess those
market that have the demand for the product that is produced by the business
organisation. These boundaries would include the structure of economy, per capital

income of the individuals, political factors, size of the population, life style of the people,
etc.
 Short list of the selected market place- The earlier step of the preliminary screening
would establish that which market place is best and adequate for the business in order to
develop and grow the business organisation. Moreover, after verifying it, the company
must short list the areas of the market place where it can start its business easily with
great success (Fonseca and Rocha, 2021).
 Evaluate and select- This is the last step that can be utilise to evaluate the results that
has come from the earlier step. So, in this, the business must evaluate all the suitable
opportunities. Moreover, after evaluating it must select the best places for the business.
All the places should be related to the outer surrounding of the enterprise.
 Test marketing- This involves that the businesses must access the test on the mark place
it has selected in the earlier steps. Moreover, it would also help the management to see
the clear results of the chosen market place of the company. This basically gives the
feedback to the management of the company regarding its decision of selection
(Gassama., 2020).
From the above discussion it has been evaluated that firm can effectively capitalise on
different opportunities as well as able to attain a sustainable growth in the international market.
One of the best opportunity which are present in front of the Agro Bolivia is that they can
expand their business in the market of Sydney. As the respective nation is the fastest developing
country all across the globe and the biggest opportunity for the firm is the population of young
generation. This result in high demand of nuts, grains, seeds in which they are dealing. On the
other hand, the most crucial challenge which can be faced by the company is the rules and
regulation which are made by the nation government and the different trade policies as well as
barriers. It’s become essential for the management of Agro Bolivia to find out the solution in
order to dominant the market. Main focus has been paid by the respective firm to enrich the lives
of their customers by offering excellent quality of products which result in developing positive
brand image in the chosen market.

Define and explain what a market entry strategy is, using examples of the different
strategies that are available to an organisation, and include the advantages and
disadvantages of each.
Market entry strategy is basically a planned way of goods and services into the new target
market. The market entry strategy outlines all the organisational goals and overview of the target
market. The different marker entry strategy with pros and cons has been discussed below: -
Export- The term export means that when one country delivers its goods and services to
the other country. This would involve the currency between the countries who are involved in the
international trade. Moreover, the export enhances the scope of globalisation all over the world.
Moreover, the goods that are the exporting are the merchandising goods of the business.
Benefits of export -
 It increases the job opportunities for the people who are involved in the international
business.
 It also enhances the international trade that would directly impact the economy of the
country.
Demerits of the export -
 This has resulted into the lack of the control of the owner of the exported goods because
there are various conditions where the owner fails to satisfy the needs of the client.
 It has also resulted into the increment of the cost of the goods that are delivered to
different countries. This is because there also various types of taxes that are applied on
the imported goods produced by the manufacturer of the goods (Katsikeas, Leonidou and
Zeriti, 2019).
Licensing: -The licensing is a way through which the businesses can also be operated in other
countries. This is because through licensing the other person got the opportunity to operate the
same business that has the built up goodwill in the market. Moreover, the person would enjoy the
goodwill and would earn more profits in the nearer future. Furthermore, it is just like franchise.
This is less expensive and cost effective in the present market.
Benefits of licensing -
 It is cheaper than other type of businesses.
 This has reduced the risk of operating the business relationships.
 This has also included the royalty in the business (Khosrow-Pour, 2019).

Demerits of licensing -
 This involves limitation in hallmark and specific goods that are being produced by the
manufacturer.
 It has also increased the competition in the market place.
Joint ventures -
The joint ventures are the type of industries where there is more than one owner of the
firm. Generally, there are two or more owners of the firm in the joint venture. This also includes
that the investment is done by both the owners of the joint venture. Moreover, there also lies
liability to both the owners. Furthermore, there are also various procedures that is to be followed
by the companies.
Advantages of joint venture -
 There is the benefit of sharing the risk in the business.
 The liabilities are also shared in the business process between the owners of the company
(Sinkovics and Sinkovics, 2020).
Disadvantages of licensing-
 there is no single control over the operations and the activities of the business.
 There may be conflict between the owners of the business in the joint venture.
Critically evaluate how your chosen organisations should adapt their marketing strategies
for various international markets
 Infrastructure facilities: -this plays a very crucial role for the firm to go globally. The
market area must have to be evaluate by the management of Agro Bolivia which result in
understanding about the market and the develop the plan for the effective operations.
Along with this various tools and techniques must also be involved by the firm in order to
analyse the market properly. This assist them to produce the goods to as per the market
requirements.
 Nature of the competition: -competition in the market may affect the growth and
development of the Agro Bolivia so it is very crucial for the company management to
develop the proper strategies against their rivals. These strategies assist them in
eliminating the difficulties.

Conclusions and recommendations on how and why the company should enter the
international market.
 It has been recommended to the Agro Bolivia is that in order to expand the business in
international market they can use the licensing and franchisee option because this helps
them to manage their cost as well as expenses.
 It is very important for the firm to analyse the business environment of the nation which
give assistance to them in enjoying the various opportunities.
 Proper training has to be provided by the company management in order to trained their
employees for smooth functioning.
 Firm can also use the social media platform like Facebook, Twitter, YouTube and many
more to enhance the brand image in the target market.
CONCLUSION
From the above report it has been concluded that it is very important for the management
of the business organisation to formulate the different types of approaches to effectively enter
into the international market. By going globally, the firm can enjoy the different types of benefits
such as increase in sales and profit. The following report concluded the different types of entry
modes with its advantages and disadvantages and the market selection process along with the
recommendations.

TASK 2
Covered in PPT

REFRENCES
Books and Journals
Alon, I., et.al., 2020. Global Marketing: Strategy, Practice, and Cases. Routledge.
Azoulay, R. and Al-Maghribi, O., 2019. International Marketing in Morocco: Illustrative
Case. International Journal of Technology for Business, 1(2), pp.34-42.
Baack, D.W., Czarnecka, B. and Baack, D., 2018. International marketing. Sage.
Battisti, E.,et.al., 2021. International marketing studies in banking and finance: a comprehensive
review and integrative framework. International Marketing Review.
Chan, P.Y. and Mok, P.Y., 2018, July. CONSUMERS’PERCEPTION OF E-TAILORED
FASHION MARKETING–A CROSS-CULTURAL COMPARISON BETWEEN CHINA AND
UK. In 2018 Global Marketing Conference at Tokyo (pp. 463-463).
Czarnecka, B. and Schivinski, B., 2019. Do consumers acculturated to global consumer culture
buy more impulsively? The moderating role of attitudes towards and beliefs about
advertising. Journal of Global Marketing, 32(4), pp.219-238.
Di Benedetto, C.A., 2022. Marketing Countries, Places, and Place-Associated Brands: Identity
and Image: By Nicolas Papadopoulos and Mark Cleveland. Edward Elgar: Cheltenham,
UK 2021. 366 pp. ISBN 978-1-83910-736-8. List Price:₤ 120/175(Hardcover),from₤48/
68 (eBook).
Edge, M., Ghosh, S. and Liang, Y., 2020, September. The Evolution of Virtual Trade Shows: A
Literature Review from the UK Medical Device Industry. European Marketing
Academy.
Eid, R., Abdelmoety, Z. and Agag, G., 2019. Antecedents and consequences of social media
marketing use: an empirical study of the UK exporting B2B SMEs. Journal of Business
& Industrial Marketing.
Fonseca, L. and Rocha, A.D., 2021. Rethinking offshoring and international marketing strategies
during the COVID-19 pandemic. Revista de Administração Contemporânea, 25.