Birchbox International Marketing Strategy for Bangladesh Expansion

This report analyzes Birchbox's potential for international market expansion, with a specific focus on the Bangladesh market. It begins with an introduction to international marketing principles and the company's background. The report then details the market selection process, emphasizing the importance of analyzing market conditions and requirements. It incorporates Hofstede's cultural dimension analysis to understand the cultural nuances of the target market. The study examines various market entry modes, including equity and non-equity options, and discusses the adoption of competitive market strategies. A key section focuses on the international marketing mix (product, place, price, and promotion) tailored for the Bangladesh market. Profit projections and recommendations are provided to ensure a successful expansion. The report concludes that Birchbox can achieve successful expansion in Bangladesh by understanding local culture, utilizing the international marketing mix, and adopting appropriate market entry modes. The report also suggests that Birchbox can follow Hofstede cultural dimension analysis to help the company in cross cultural communications. The company can also follow the international marketing mix framework so that they can involve every possible feature to gain a huge number of satisfied customers along with a higher rate of productivity.

Seminar task

1. Report introduction
 International marketing is considered as involvement of various principles of marketing
that can be used by Birch box in order to expand in an international market where they
can achieve all the objectives and outcomes effectively.
 Various marketing principles and strategies are being used to cope with the requirements
of the new destination or culture that can help the business to achieve all their outcomes
effectively.

2. Company Background information
 Birch box is one of the leading firms that provides a wide range of make up essentials that
can satisfy the beauty needs of an individual completely.
 Birch box can also expand in other countries as well because it can actually help the
organisation to gain more satisfied number of customers, thus a higher range of popularity
as well as productivity.

3. Market selection process
 While thinking of expanding in international markets such as Bangladesh, China, Japan,
Birch box should first analyse the conditions and requirements of the specific market.
 So, Birch box can ensure that which of the three holds more potential so that the company
can have an easy and a profitable expansion.
 Testing the market using analytical framework can actually help such as checking the
culture, requirements of people there etc. so that on the basis of that only, the company
can make its strategies etc. for a successful expansion (Eaton, Jinkins and Xu, 2016).

4. Hofstede cultural dimension analysis
 Hofstede cultural dimension analysis is considered as a framework that helps in a cross
cultural interaction.
 This framework helps in analysing and understanding the effects of the culture of the
expanded market, such as if Birch box plans to expand in Bangladesh, then use of this
framework can actually help in understanding Birch box, the culture of Bangladesh and also,
it will help them in analysing the relationship between the culture, values and behaviour of
the population there, so that they can make an analysis that how they should implement their
techniques and strategies to cope with the market needs of Bangladesh.

5. Market entry mode
 Market entry mode means the involvement of various processes and techniques that Birch box
can make use of while expanding in Bangladesh.
 In actual, the market entry mode can be classified in two specific types such as the equity and
the non equity (Grzegorczyk, 2017). The non equity means involve export of the products and
the equity mode involves joint ventures.
 So, Birch box can ensure to make involvement of these in order to gain a huge popularity in
Bangladesh as well and it will further help them in achieving a higher rate of productivity as
well.

6. Competitive market strategy adoption
 Birch box can also ensure to involve competitive strategies because by means of that, it
can involve various methods that can help them while expansion such as dealing with the
population there.
 It is important as well because it is a tough task to satisfy the population of a new place
where the company is deciding to expand all its operations and processing.
 Making involvement of competitive strategies can actually help Birch box to achieve a
higher competitive advantage.

7. International marketing mix analysis
 The international marketing mix makes involvement of four factors that can actually be
focused and if involved in an efficient way, it can help Birch box in a successful expansion.
All these factors are discussed as under :
 Product : Birch box should ensure to involve the products that can actually help them to gain
interests of people in Bangladesh. For this, they can even take some reviews from the
population there that in which products they are interested. On the basis of that, they can
continue in the production of those specified products so that it can help them in the markets
of Bangladesh.

Continued..
 Place : As out of all the three international markets, Bangladesh can be considered as an efficient option if they are
aware of the operations and other factors such as culture etc.
 Price : Birch box should ensure that the pricing of all the products and services must be in a way that it can seem
affordable enough for the population of Bangladesh. Therefore, on the basis of that only, Birch box should
implement the pricing strategies as well (Cavusgil, Knight and Rose, 2014).
 Promotion : By various means, Birch box can promote their products such as by means of posting advertisements
on social media websites, sharing the reviews of their customers etc. They can also make their pages and links on
the social media websites so that they can promote their products widely and on a wide basis as well

8. Profit projection
 Profit projection is considered as one of the essential standards of the financial statements
that is considered important enough (Weerawardena, Mort and Liesch, 2017).
 In an income statement, it makes involvement of all the loss as well as profits. So, by this
way, Birch box can also ensure making a proper analysis of all the profits as well as losses
so that on the basis of that only, they can make further strategies and implementations.

9. Conclusion
 It can be concluded from the report that Birch box can make a successful expansion in
Bangladesh as it is one of the leading beauty stores across the worldwide.
 Also, it can follow Hofstede cultural dimension analysis that can help the company in cross
cultural communications.
 The company can also follow the international marketing mix framework so that they can
involve every possible feature to gain a huge number of satisfied customers along with a higher
rate of productivity. Also, following the market entry modes can prove beneficial for Birch box to
have a successful expansion.

10. Recommendations
 There are some factors that Birch box can make sure to involve for an efficient and
appropriate expansion in Bangladesh. The factors are discussed as following :
 Before expanding, Birch box can make sure to understand the culture of Bangladesh
properly because it can actually help them in the process of expansion.
 Also, Birch box can also focus on the fact that where in the international market, they can
be able to achieve a higher competitive advantage, so on the basis of that only, they can
decide the location of the international market for expansion of their business.

REFERENCES
 Cavusgil, S. T., Knight, G. and Rose, E. L., 2014. International business. Pearson Australia.
 Eaton, J., Jinkins, D. and Xu, D., 2016, October. Two-sided search in international markets. In 2016
Annual Meeting of the Society for Economic Dynamics.
 Grzegorczyk, W., 2017. New Marketing Concepts in Marketing Strategies on International
Markets. Annales Universitatis Mariae Curie-Skłodowska. Sectio H. Oeconomia. 51(2). pp.97-104.
 Weerawardena, J., Mort, G. S. and Liesch, P. W., 2017. Capabilities development and deployment
activities in born global B-to-B firms for early entry into international markets. Industrial Marketing
Management.

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