Report on International Marketing Mix Strategy for Amcor Limited

This report provides a comprehensive analysis of Amcor Limited's international marketing strategy, specifically focusing on its entry into the Mexican market. The report begins with an executive summary and an overview of the marketing mix, including product strategy, pricing, distribution, and promotional mix. The product strategy section examines the product lifecycle, branding, packaging, labeling, quality, product mix, and augmented services. The pricing strategy delves into factors influencing pricing decisions, such as average income, GDP, tax regulations, currency exchange rates, competitor pricing, and costs. The report also addresses distribution channels, promotional strategies, and the importance of people (training and recruitment) in the marketing mix. An economic evaluation, implementation and control measures, a communication plan, and contingency plans are also included. Ultimately, the report concludes with strategic recommendations for Amcor Limited to achieve its business objectives within the Mexican market.

Running Head: INTERNATIONAL MARKETING 1
INTERNATIONAL MARKETING
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INTERNATIONAL MARKETING 2
1. Executive Summary
The effective planning and implementation of the international marketing mix strategy can
help any business concern to have a sustainable performance in the global market platform.
This report has been modeled to highlight the international marketing mix model of Amcor
Limited that offers best packaging solutions to its clients and customers. The aim of this
report is to understand the marketing mix strategy including the product model, pricing
strategy, distribution channel and promotion model to have a sustainable performance in the
Mexican market. The most suitable pricing model for the business has been determined in the
chapter which would help the concern to have a strong and steady run in the international
market. Ultimately the recommend marketing mix strategy would enable the organization to
achieve its business objectives in the new market. The strategic recommendations that have
been designed encompass the business plan for the initial 12 months of the business
operations in the foreign land. The plans could be productively implemented by the business
organization to solidify its marketing mix mode and efficiently perform its international
marketing objective.

INTERNATIONAL MARKETING 3
Contents
1. Executive Summary............................................................................................................2
2. Summary.............................................................................................................................4
3. International Marketing – Marketing Mix..........................................................................4
3.2.1 Product strategy.............................................................................................................5
Product Lifecycle of Amcor Limited.................................................................................5
Branding.............................................................................................................................6
Packaging...........................................................................................................................6
Labeling..............................................................................................................................7
Quality................................................................................................................................7
Product Mix........................................................................................................................7
Segments............................................................................................................................7
Augmented Services...........................................................................................................7
3.2.2 Pricing Strategy.............................................................................................................7
3.2.3 Place............................................................................................................................10
3.2.4 Communication Promotional Mix...............................................................................11
3.2.5 People..........................................................................................................................12
Training............................................................................................................................12
Recruitment......................................................................................................................12
Occupational health and safety laws................................................................................13
4.0 Economic Evaluation.........................................................................................................13
4.1 Implementation and Control..........................................................................................14
4.2 Communication Plan......................................................................................................16
4.3 Monitoring of Action Plan.............................................................................................17
4.4 Contingency Plans..........................................................................................................19
5. Conclusion............................................................................................................................21
References................................................................................................................................21

INTERNATIONAL MARKETING 4
2. Summary
Before entering into a new market environment, it is crucial for all business undertakings to
assess the market environment so that they can strategize their marketing plan accordingly. In
the previous assignment, a thorough screening of the Mexico market had been carried out so
that the Amcor Limited concern could adopt key strategies to enter the foreign market. The
global marketing objectives had been laid down and the Mexican marketing environment had
been evaluated so that the business could effectively identify its strengths, weakness,
opportunities, and threats in the new business scenario (Akaka, Vargo & Lusch, 2013).
The high-standard quality of the packaging solutions of Amcor would facilitate its entry in
the international marketing scene. Since the commodities and offerings made by the
organization have the capability to attain an effective market image in the global platform,
the environmental elements in the foreign nation would be suitable for its growth and
expansion of business operations. The most suitable market entry model for Amcor Limited
would be licensing since it would allow the business to secure its intangible assets like
patents, techniques, etc. This official entry mode could be adopted by the packaging service
provider to enter the Mexican business environment (Andriopoulos & Slater, 2013).The
business would mainly target the participants that function in the manufacturing industry
because they are always on the lookout for best and most suitable packaging solution. Since
Amcor Limited provides unique packaging solutions to different kinds of industries, its
offerings’ characteristics would allow it to establish a unique brand image in Mexico
(Asugman & McCullough, 2015).
3. International Marketing – Marketing Mix
In the international marketing scene where many participants involve in marketing activities
and intensify the competition, it is vital for a new player to have a thorough and well-
designed marketing mix plan. Amcor Limited must focus on a combination of factors
including the products, their overall branding, packaging, labeling, quality, pricing model in
relation to Mexico’s average income and GDP trend, pricing strategy of the competitors,
associated costs, channels of distribution, promotional mode, etc. As per Bello, Katsikeas &
Robson, a clear marketing model has been highlighted in the below section for the business
concern so that it can implement the same in the Mexican market and strengthen its market
opposition in the international marketing environment (Bello, Katsikeas & Robson, 2013).

INTERNATIONAL MARKETING 5
3.2.1 Product strategy
According to Broyles, Schumann & Woodruff, the product strategy of Amcor Limited would
basically lay down the foundation for its marketing operations in the Mexico market scene.
Since it is the very starting point of the product lifecycle, it would allow the business to get a
clear picture of its current position in the market (Broyles, Schumann & Woodruff, 2015).
While designing the product strategy, the business would have to observe the strategic model
of its competitors and accordingly devise its product plan. Even though its current packaging
solution is popular and functional in the Australian market, it might have to alter it to a
certain degree to suit the needs of the Mexican clients and customers (Cateora, Gilly &
Graham, 2016).
Product Lifecycle of Amcor Limited
The product lifecycle describes the life of a commodity or product in the market with respect
to its costs and sales. Amcor Limited’s product lifecycle has been presented in the
diagrammatic form so that the readers can understand its current stage in the market setting.
As per Christodoulides, Cadogan & Veloutsou, a couple of images have been featured to
showcase its product lifecycle stage in its domestic market and in the international market
(Christodoulides, Cadogan & Veloutsou, 2015). Since the business came into existence in
2015, currently it is in the growth stage in the Australian market environment. This is the
period during which the products eventually gain acceptance in the market.In the Mexican
market environment, the stage of the business is different since it would be placed in the
introductory stage. Even though it is an established and reputed business in its homeland, it is
a new and foreign supplier in Mexico so it would obviously have to start its business
operations from the very scratch (Czinkota & Ronkainen, 2013).

INTERNATIONAL MARKETING 6
Figure 1: Current Position of Amcor Limited
Source: (Czinkota & Ronkainen, 2013)
Branding
The branding of the packaging solution would play a critical role in the product strategy. In
the initial stage, Amcor Limited would face hurdles to establish its brand name in the foreign
land but here its branding model would come into play. Since it offers unique and creative
packaging solutions to manufacturing concerns, in the limited time it could make a name for
itself in the international market (Darley, Luethge & Blankson, 2013).
Packaging
Amcor Limited is already known in the domestic market for its unique packaging model for
different kinds of goods starting from flexible to inflexible plastic packaging. So in the new
market, it would have to maintain its quality of packaging and model it as per the needs of the

INTERNATIONAL MARKETING 7
foreign customers. It could also assess the performance of the competitors in the industry so
that it could bring uniqueness to its solutions (Demangeot, Broderick & Craig, 2015).
Labeling
As per De Mooij, the labeling language and its content would be crucial for the business and
its customers since it would act as a crucial source of information about the supplier’s
offering. Amcor Limited would have to put all the necessary details about its product so that
the users would be aware of its high quality (De Mooij, 2015).
Quality
Amcor Limited is always known for the high-quality of its packaging solutions. Since it plans
to introduce the antimicrobial packaging product in the Mexico market it could highlight its
key features including its ability to act against different kinds of microorganisms like
bacteria, virus, etc. This superior feature would strengthen its product quality.
Product Mix
At the initial stage the business would only offer the antimicrobial packaging solutions that
would be of natural, semi-synthetic or synthetic origin. Different varieties of products would
be offered in the Mexican market including chemical resistant aluminum foil laminates,
laminations for alcohol pads, etc.
Segments
Since packaging solutions are required by all and sundry in the market, the various offered
product segments would meet the requirements and demands of the target population.
Augmented Services
In addition to the actual offering, the business would offer support services to its clients from
different industries so that the client business’ product quality could be maintained.
3.2.2 Pricing Strategy
The pricing strategy of any business is an important element of the marketing mix since it has
a direct impact on the profit earning capacity of the business firm. The basic objective of
Amcor Limited would be to set alow price of the antimicrobial packaging products at the
initial stage so that it could be easily affordable by the middle-class section of the Mexican
population (Di Maria & Ganau, 2014). Thus after assessing the Mexican business
environment, it has been ascertained that the penetrating pricing model would be most
effective for the undertaking. It would act as a solid tool in the hands of the marketer to lure

INTERNATIONAL MARKETING 8
customers away from its competitors (Ford & Leonidou, 2013).A number of factors that
would have an impact on the concern’s pricing model havebeen highlighted below:
Average Income – The average income of the people would play a vital role while selecting
the pricing strategy. Even though the nation has made significant progress in development
aspect, there exists a large gap between the rich and the poor sections of the population. Since
as per available data, the average household net-adjusted disposable income per capita in
Mexico is $ 12,806, which is less than the OECD average, the penetration pricing model has
been selected for the business (Garry & Hall, 2015).
GDP – The GDP figure of Mexico is about 1.69 percent of the entire world economy. The
nation’s economy exhibits stability but there exists a high level of economic disparity
between the extremely rich population and extremely poor population. As per Gnizy &
Shoham, the current GDP trend does not seem very bright since it has been declining (Gnizy
& Shoham, 2014). Thus in the increased external competitive environment, the nation would
be a smart choice to conduct business in.
Tax – The Mexican Income Tax law contains specific rules and regulations that govern the
business environment. In the taxation front, the business would face a number of challenges
in form of customs regulations, standard products, and laws concerning labors add to the
complexity of the business environment. Since the current tariff rate has become favorable
for new businesses, Amcor Limited could expand its operations in the foreign nation
(Hoppner & Griffith, 2015).
Currency Exchange Rate – The value of a single Australian dollar is equivalent to 14.39
Mexican Peso so Amcor Limited would not have to bother about the currency exchange rate
much while initiating its business operations in the nation (Fletcher & Crawford, 2013).
Average Competitor’s Price – The thorough analysis of the competitor’s price strategy is a
must since this process would help the concern to fix the prices of its offerings in the
Mexican market. In the current times, the packaging industry has a large number of players
and it is very challenging for a foreign company to establish its business is a new nation
(Katsikeas, 2014).

INTERNATIONAL MARKETING 9
Costs:Amcor Limited would need to have a strong control over its various costs since these
elements would have a vital impact on its profits and revenue. The costs associated with
production, distribution, labor, material, etc have been highlighted in this section so that it
could adopt the most effective pricing model in Mexico (Kaufmann, Czinkota & Zakrzewski,
2015).
In the production stage, a majority of the cost would be incurred to strengthen the technical
model of production. Since it would be offering only the antimicrobial packaging products in
the Mexican market it would have to spend money on the self-venting model, foils, etc.
Similarly, adequate funds would have to be incurred to strengthen the distribution model of
the business in Mexico.Various kinds of costs such as handling costs, packing costs, freight
cost, etc would be involved at this stage of the business operation.The labor cost is a critical
element that would involve the expenses towards remuneration and wages of employees,
payroll taxes, etc.Amcor Limited would have to follow the labor cost patter as per the
Mexican market so that it would have access to quality labor factors.
The cost of material or inventory would constitute the biggest chunk of business cost since its
entire operations would depend on these raw materials (Keillor, 2015). It would have to
ensure to have a solid supply chain system so that the quality of its offerings could be
maintained in the Mexican market (Kraus, et al., 2016). The marketing cost is the total cost
incurred by the business to deliver the offerings to the end-user. Thus Amcor Limited would
have to carefully plan its spending so that best resources could be used to deliver quality
products and services to the customers. The most effective advertising tools would have to be
adopted by the business. In order to reduce its advertising costs, it could use social media
marketing to reach the market audience.
Similarly, Majarosaid that the packaging must be of high quality so that the differentiation
feature of its packaging solution can be reflected in it (Majaro, 2013). The insurance cost is a
necessity for businesses in the current times due to the presence of numerous uncertain
elements. It would have to insure its plant and factory in Mexico so that it could protect its
business in case of accidents, etc. While setting up the business, Amcor Limited would have
to spend necessary finance on the recruitment process so that it could employee the highly-
skilled and competent workers in the Mexican market. These recruitment costs would
basically include expenditure on logistic support, payment to recruitment agencies, recruiter
costs, etc. The purchase of stocksfrom the best dealer would be an influencing activity since

INTERNATIONAL MARKETING 10
it would have a vital impact on the cost model of the business (Malhotra, Wu & Whitelock,
2013). The access to high-quality suppliers of packaging goods in Mexico would help the
concern to strengthen its business operations.
3.2.3 Place
The place is an important element of the marketing mix model which has an impact on the
business and its performance in the market. Amcor Limited should make sure that its offering
is available to its target audience i.e. manufacturing concerns in Mexico. Since the
manufacturing industry has been undergoing a rapid growth in the nation, the Australian
business must try to position itself at the center of the manufacturing hub such as Nogales,
Mexicali, or Juarez. Since in these cities a large number of manufacturing concerns have been
built, the packaging firm could effectively focus on its audience (Okazaki & Taylor, 2013).
The business must also try to have an online presence. In the technical era, no business can
service without having a virtual presence in the market. So it must create an official website
and have a presence on social media sites so that the target audience from other locations can
know about their packaging solutions.As per Paliwoda & Thomas, the distribution intensity
would be the area where most of the manufacturing concerns would be operational in
Mexico. Since the business offers products that are needed by manufacturing firms, its
distribution intensity would focus on them (Paliwoda & Thomas, 2013). A number of
retailers would be spread in different parts of the nation where manufacturing concerns would
be established. This would ensure that the demand for the offerings would remain consistent.
Promotion Channels
The communicational promotional mix forms an integral part of the marketing mix without
which a business will fail to operate. The customers need to be aware of the offerings of the
business so that they can demand the product. Amcor Limited must use innovative forms of
promotion channels like advertising, sale promotion, PR, etc so that it can communicate its
message about its unique packaging solutions (Papadopoulos & Heslop, 2014). The image
below shows the different promotional channels that the business could use to expand its
business activities in Mexico. It could use traditional and modern models like television,
magazines, newspapers, etc.

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The image below highlights the digital marketing strategies that Amcor Limited could adopt
to target the majority of the manufacturing audience in Mexico. It could use earned media,
paid media, and owned media to expand its business operations.
Source: (Papadopoulos & Heslop, 2014)
3.2.4 Communication Promotional Mix
The graph presented below represents the international marketing communication model that
would be used by Amcor Limited in the Mexican market. The social media marketing and
marketing over television and radio would form the main tools followed by official website
and sales promotion activities. Both traditional and modern tools have been selected so that
the business could target most of the audience in the international market platform. This
simple yet effective communication mix would strengthen the ability of the business to target
its main audience in the region (Samiee, Chabowski & Hult, 2015).

INTERNATIONAL MARKETING 12
3.2.5 People
The people that are involved in the marketing activity form an integral part of the marketing
mix. Thus Amcor Limited’s people would basically involve the staff and employees that
would help the business to reach its business objective. This is one of the most critical
elements that help the business to conduct its activities (Schilke, Reimann & Thomas, 2013).
Thu the packaging concern would have to focus on their features, skills, and requirements so
that they could act as an asset for the concern.
Training
The business needs to train them so that they would understand the key concepts and models
that are involved to create high-quality packaging products. Innovation must be an integral
part of the model so that the employees can feel empowered while working for the entity.
Recruitment
Recruitment is a vital activity that Amcor Limited must do so that it can select the most
suitable employees for its organization. The skills, expertise, knowledge, and experience of
the applicants must be thoroughly evaluated so that the most productive staff can be selected
by the business in Mexico (Schmid, Grosche & Mayrhofer, 2016).

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Occupational health and safety laws
The business must ensure that the relevant occupational health and safety laws of Mexico law
are followed so that no employees get affected by the business. It should carefully understand
the current laws and regulations relating to health and safety at the workplace so that the
business operation could be carried out efficiently (Suh & Badrinarayanan, 2014).
4.0 Economic Evaluation
Once the marketing mix model has been designed by the business to enter the international
market, it must evaluate the buyer decision process for its offering. This evaluation would
help Amcor Limited to understand where it currently stands in the market and what attitude
the customers would have towards its products. It must assess the strategy adopted by its
competitors so that it can effectively evaluate its economic standing in the market.
Total Market Calculation
Since Mexico has a large population of over 127 million people, the manufacturing industry
has been growing at a rapid pace. Since the objective of the business is to obtain a 5.00%
market share in 5 years, the penetration pricing strategy has been selected for the business
concern. The main target audience in the first year would be the early adopters and then in the
coming years the business would focus on innovators. Since the market is a developing stage
it has been estimated that about 90 million people of Mexico could play a vital role in the
business. The total market based on the assumption for 2 years is 90 million times i.e. 2.5%+
13.5% = 16%) = 14.4 million (Trefzger, Baccarella & Voigt, 2015). It is the total market that
would be targeted by the business in the initial 3 years. Since it would try to get 5.00%
market share of that in 3 years – so out the total market is 0.72 Million. So the expected
revenue is 0.72 million * the price (assuming it is $10) = $7.2 Million. Thus this is how much
the business would want to earn after 5 years of its operation in Mexico (Trefzger, Baccarella
& Voigt, 2015).
Cost reduction strategy
The below cost reduction strategy could be adopted by Amcor Limitedso that it could
enhance its profit figures in the Mexican market. The key areas in which the costs could be
minimized are production, distribution, labor, material, and marketing (Wang, et al., 2017).
The cost reduction strategy that Amcor Limited needs to follow to strengthen its profitability
in Mexican market must cover various areas including production, distribution, manpower,

INTERNATIONAL MARKETING 14
material, and marketing. It could enhance its technological base and enhance its production
capacity. The distributors with widest networking models must be preferred by the concern so
that the packing solutions can cover maximum Mexican market. Highly skilled labor force
must be employed. Innovative and smart marketing strategies need to be adopted by the
business so that it can make its mark in the foreign nation.
Costs Reduction/Monitoring Process
Production In order to reduce the costs associated with production, Amcor Limited could
focus on innovation and technical improvements so that the products would
meet the specific requirements of the Mexican customers. Effective
production would help the business to prevent unwanted returns due to
product defects.
Distribution The business could enhance its freight and stock movementmodel so that the
goods could be safely and securely moved from the plan to the end-user. A
proper control over theft or damage would be necessary to reduce the
distribution costs of the business undertaking.
Labor In order to minimize the labor costs of the business, it would have to carefully
design the compensation model. It would have to follow the market standard
and make sure that this expenditure does not eat away its business profits. It
could modify its operations timing in return for a lower wage model (Samiee,
Chabowski & Hult, 2015).
Material For reducing the material costs, Amcor Limited would need to conduct a
thorough value analysis or value engineering. It would allow it to avoid extra
costs and enhance the customer value by providing better products at a lower
rate.
Marketing In order to control the marketing costs, the firm would need to stick with the
market demand and adopt a strategic approach to satisfy the Mexican market
audience. The automation of business process would allow Amcor Limited to
effectively manage its marketing costs in the long run.
4.1 Implementation and Control
The table highlights various elements that must be considered by Amcor Limited while
conducting its business operations in Mexico. It must take into account the external business
environment and devise its implementation and control model. In the initial six months, it
must conduct the market survey and research the findings to understand the competitive
intensity and market demand. Then it needs to design its production plan and select the best

INTERNATIONAL MARKETING 15
available local manufacturers, and supplier. It must select them on the basis of their service
quality. Then the production sampling must be analyzed to check whether it meets pre-
determined packaging quality standards or not. The marketing plan must involve competitor
analysis so that their strategies can be observed. While devising the distribution plan, the
most suitable local distributors must be selected so that the packaging business can reach the
majority of the Mexican manufacturing firms. The concern needs to carefully focus on its
recruitment and training function so that within the specific period the labor can act as an
asset for the concern. The plan has been highlighted in tabular form.
Activity Responsi
ble
Jan Feb Mar Apr May Jun
Market research
Political,
Economica
l condition,
Social and
culture,
Technologi
cal factors,
Legal
factors,
Environme
nt
(PESTLE)
Marketin
g team
Checking
market trend
Putting
strategy in
place
Strengthen
ing the
business
model
Implementi
ng plan
Checkin
g
outcome
Assessing
gaps
Market
Survey
Understandi
ng
competitive
intensity
Highlighti
ng key
competito
rs
Assessing
their
performan
ce
Establishin
g
differentiat
ing factor
Conducti
ng Pilot
Test
Offering
new
product in
market
Research
Analysis
Understandi
ng customer
preference
Identifyin
g
requireme
nts
Assessing
business
capability
Sample
production
Testing Generatin
g
feedback
Production Plan
Sourcing
local
manufactur
Productio
n team
Communicat
ing with
local
Checking
samples
Conductin
g sample
Aligning
back-end
Testing
output
Check
compatibil

INTERNATIONAL MARKETING 16
ers manufacture
rs
production activity ity
Sourcing
local
suppliers
Communicat
ing with
local
suppliers
Checking
samples
Conductin
g sample
production
Aligning
back-end
activity
Testing
output
Check
compatibil
ity
Production
sampling
Sample
production
of output
Accumula
te
resources,
labor
Produce
output
Testing
activity
Take
feedback
Address
loopholes
Analyzing
the sample
result
Productio
n and
Marketin
g team
Understandi
ng resources
Conductin
g pilot test
Taking
feedback
Addressing
issues
Revise
model
Check
new
product
Marketing Plan
Market
Analysis
Marketin
g team
Assess
customers
Observe
patter
Check
their
Understand Execute Take
market trend demand requiremen
ts
plan Feedback
Competitor
s Analysis
Check
competitor’s
strategy
Assess
their
offerings
Comparati
ve study
Pilot
testing
Check
for gaps
Take
feedback
Distribution research
Sourcing
effective
local
distributors
Marketin
g team
Identify
local
distributors
Understan
d their
networkin
g pattern
Compare
with
business
reach
Conduct
testing
Test the
alignmen
t
Select best
distributor
Recruitment
Local
employme
nt
HR team Recruitment
advertising
Conduct
thorough
selection
process
Understan
d skills and
expertise
Provide
training
Test new
skills
Put to use
their
knowledg
e
Training
Training
program
HR team Assess
current
Understan
d
Planning
training
Interactive
model
Shared
learning
Expand
learning

INTERNATIONAL MARKETING 17
capabilities requireme
nts
sessions objective horizon
4.2 Communication Plan
Operating in the international business environment can be a challenge if an effective
communication plan is not developed by a new business player. Amcor Limited must include
a solid promotional plan including event sponsorship planning, presence on social media, and
sales promotion activities so that the target audience can be aware of its business offerings.
Based on the plan, it must devise its budgeting model so that the financial requirements can
be planned as per the business model. The pricing of the packaging solution must be carefully
designed since it has a vital impact on business profits. It must be in accordance with the
Mexican market. Thorough testing must be conducted before launching the product so that
core business objectives are met. The consideration of feedback is crucial in the process since
it can be used to fix existing gaps. Ultimately the business performance must be highlighted
in the annual report of Amcor Limited. These aspects are covered in the below table.
Activity Responsib
le
Jul Aug Sep Oct Nov Dec
Promotion Plan
Event
sponsor
planning
Advertisin
g and
Sponsorshi
p team.
Sales team.
Selecting
key
manufacturi
ng locations
for events
Planning
the event
model –
games,
interaction
.
Communicati
ng with the
intended
audience over
traditional
and non-
traditional
media,
Organizin
g event
with key
local
participant
s.
Conducting
of live events
in Mexico.
Taking
feedback
from
involved
people.
Social
media
creating
Selecting
the social
media
channels.
Creation
of
business
pages.
Incorporating
interactive
content.
Giving
regular
updates
Involving
manufacturin
g firms and
other
audience
Taking
feedback
and
working on
it.
Sale
promotio
n
Establishme
nt of
business
Selection
of
promotion
Planning of
sales
promotion
Pre-testing Implementati
on of process
Evaluation
of process

INTERNATIONAL MARKETING 18
planning objective. al tools program
Budgeting
Costs
Analysis
Finance
team
Establishing
business
estimates.
Monitorin
g order
value.
Checking
with clients
and
customers.
Back-end
activities
relating to
production
.
Comparing
budget and
actual of
packaging
model.
Testing and
ultimate
cost
analysis
Pricing
Estimatin
g Price
Finance
team
Determining
the involved
inventory.
Including
other
factors of
production
.
Inclusion of
contingency.
Calculatio
n of total
cost price.
Setting up of
profit margin.
Fixing the
market
price.
Product Launch
Launchin
g the
Product
into the
market
Marketing
team
Testing
thoroughly
after
production.
Invigorati
ng the
team.
Prepare for an
increase in
sales volume.
Abide
with core
business
objective.
Establish the
metrics.
Gathering
of feedback
after
launch.
Feedback
Collectin
g
feedback
of
customer
satisfactio
n and sale
Customer
Service
team
Keeping the
business
objective in
mind.
Establish
models to
gather
actionable
feedback.
The
simplicity of
feedback
process.
Involving
the entire
business
team in the
process.
Provide
incentive for
valuable
suggestions.
Following
feedback to
take
positive
action.
Annual report
Providing
relevant
informati
on for
Annual
Manageme
nt Team
Closure of
financial
books
Review of
accounts
Auditing
process
Determini
ng key
areas of
income
and
Reviewing
the provided
business
information
Incorporati
ng the
details into
business
annual

INTERNATIONAL MARKETING 19
report expenditur
e.
reports.
4.3 Monitoring of Action Plan
The effective monitoring of business action plan is crucial while starting business operations
in the international environment. Amcor Limited must ascertain the macro-elements and
micro-elements in the setting so that it can devise and alter its business strategy accordingly.
Market survey and analysis forms the foundation of the process. The local manufacturers and
suppliers must be selected based on pre-determined business criteria. The sample must be
produced and analyzed carefully. The market analysis and competitor analysis is vital during
this stage to fix the business objective. Most effective local distributors must be selected and
the internal employee base must be carefully recruited based on their skills and expertise. The
marketing plan with effective communication model, budgeting structure, and pricing model
has been highlighted below. The pricing and feedback model must be carefully included in
the plan so that best business model can be designed. The table covers all the areas that
Amcor Limited must focus on to strengthen its action plan.
Activity Measurement Responsible Activity
completion
date(s)
Memo
Market
Research
(PESTLE)
Determination of
macro-environmental
opportunities that
would benefit Amcor
Limited.
Marketing Team One year
before
release date Company
objectives
Market survey The new demands of
the market audience
could favorably mold
the business
operations.
Research team First month
Assess business
demand
Market
Research and
survey Analysis
The external factors
in Mexico market
would help to
formulate business
strategy
Research team Second
month
Understand key
elements
Sourcing local Identify competent Manufacturing Third month Understand key

INTERNATIONAL MARKETING 20
manufacturers local manufacturing
firms in Mexico
and Research
team
manufacturing
specifications
Sourcing local
suppliers
Understanding all
elements of supply
chain.
Analyst team Third month Capturing unique
attributes of
suppliers
Production
sampling
Accumulating
available resources to
produce.
Production
department
Fourth
month
Understand
internal processes
Analyzing the
sample result
Assessing the sample
and comparing with
benchmark.
Testing
department
Fourth
month
Locating
loopholes
Market Analysis Testing the product Research team Fifthmonth Observe market
performance
Competitors
Analysis
Assess performance
of competitors
Market analysis
team
Sixth month Understand
business position
Sourcing
effective local
distributors
Exploit local
distribution
environment in
Mexico market.
Distribution
team
Seventh
month Selecting most
effective
distribution model
Local employee
recruitment
Selecting best man
power
HR team First month Enhancing the
production model
Training Empowering
employees
HR team Second
month
Improving the
quality of
business output
Marketing plan
for Event
sponsor,
Social media
and
Sale promotion
Assessing business
trend in Mexico.
Marketing team Sixth month Strengthening
business presence.
Budgeting Evaluating finances
and costs
Finance team First month Aligning business
objective with
financial

INTERNATIONAL MARKETING 21
capability
Pricing Comparing costs with
set market price.
Marketing and
Finance team
Second
month
Maintaining profit
margin.
Product launch Assessing with
competitor’s products
Research team Ninth month Having a
differentiating
element
Collecting
Feedback
Identify drawbacks Entire
organization
Tenth month Removing
prevailing gaps
Annual Report Observing actual
business performance
Management One year Observing
business
performance
4.4 Contingency Plans
A contingency plan has been designed to face uncertain business conditions in Mexico. The
business must have contact with a number of local manufacturers so that they can support the
business process during urgent situations. The thorough assessment of local suppliers is vital
so that the top three or five suppliers can be used by the packaging concern. The production
sampling process must be carefully done so that the best operation designs can be used by the
concern to strengthen business objective. Similarly, the local recruitment and training model
must be carefully structured so that the highly skilled workers can operator in the
organization. The business must be in touch with additional personnel so that they can come
in handy during business need. The budgeting plan must include all sorts of business
contingency so that it does not suffer due to the shortfall of cash. Effective product launching
strategies must be planned so that the business message can effectively reach the Mexican
market. An exit strategy needs to be designed so that business does not face resistance from
any party while leaving the foreign market. The table highlights Amcor Limited’s
contingency business model.
Activity Possible Issue Prospect of occurrence Modification
Sourcing local
manufacturers
The primary issue
would be the poor
quality of raw
materials and
production quality.
There is a high possibility that
majority of the local
manufacturers of Mexico would
not meet the standards of
Amcor Limited.
The business would
have to carefully
select its local
manufactures based
on the process, and
work operations.
After thorough
analysis it must be

INTERNATIONAL MARKETING 22
selected.
Sourcing local
suppliers
It could lead to ethical
issues and resistance
since from the
Mexican work team.
Since Amcor Limited is an
Australian business entity, the
sourcing of local suppliers could
hinder its business operations
and ultimate brand image in
Mexico.
The proper supply
model analysis would
help the business to
select the best
possible supplier so
that they could align
their operations.
Production
sampling
The initial production
process could contain
defects and flaws. This
needs to be properly
controlled by the
business.
Since processes that Amcor
Limited follows in Australia
would be different from that of
Mexico, the initial production
sampling phase could involve
hurdles which could adversely
impact the business output.
The workers and
employees must be
given high-quality
training by the
business team so that
they can understand
the business
specifications and
work process.
Local employee
recruitment
Ethical and process
issues could arise due
to difference in
culture.
Such issues could arise during
production level or any other
level of the marketing activity.
Amcor Limited must
understand the
culture of the nation
so that it could instill
the same in its
organizational
culture.
Training Issues could arise due
to difference in
technical skill and
knowledge.
Training is a vital component
which would have an impact on
the business performance. Such
occurrences could be witnessed
at any stage of the business.
A common culture
and training model
must be adopted so
that all the workers
understand the
internal processes of
the firm.
Budgeting The major issue that
could arise is poor
The budgeting issue could arise
mainly at the time of receiving
All the business
factors need to be

INTERNATIONAL MARKETING 23
projection of budget. of bulk business orders or during
the beginning of financial year.
carefully assessed so
that they are not
skipped while
preparing business
budget model.
Product launch The specification of
the products could not
match the particular
requirements of the
Mexican audience.
This problem would arise
mainly in the initial stage since
the business would be making its
offerings for the first time in the
Mexican market.
Thorough market
analysis needs to be
conducted before the
launching of the
product so that the
requirements of the
customers are met by
the business.
Exit Strategy Legal issues and
sustainability problems
might arise when the
firm wishes to exit the
Mexican market.
Such problems would arise only
when Amcor Limited would
decide to leave functioning in
the Mexican business setting.
In order to tackle this
issue, the business
must always follow
the government
policies and legal
rules while
conducting its
business.
5. Conclusion
For effective functioning in the international business environment, Amcor Limited would
have to assess the Mexican market thoroughly since it is the chosen nation where it would
expand its packaging business operations. The most suitable marketing mix option has been
highlighted in the report so that it could have a sustainable existence in the new marketing
environment. The product strategy, penetration pricing model, place and distribution model
and communication strategy have been highlighted. The effective marketing plan would help
the business to expand its packaging offering business in the new nation.
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