Investigative Report: Brightstar Financial's Global Market Expansion

This investigative report examines Brightstar Financial Limited, a UK-based specialist finance provider, and its potential for international market expansion. The report analyzes the company's background, strategic issues (data privacy, innovation, and competition), and the motives driving internationalization, such as improved profit margins, new sales opportunities, business diversification, talent recruitment, and cultural exchange. It provides a comparison between the UK and US markets, highlighting differences in business focus, corporate tax, market size, employee management, and business opportunities. Furthermore, the report analyzes various market entry methods, including joint ventures, licensing agreements, direct exporting, and online sales, recommending a combination of joint ventures and online sales for Brightstar Financial's US market entry. Finally, it outlines potential marketing strategies, such as communication mix, advertising, personal selling, direct selling, and promotions to ensure success in the international marketplace. The report concludes by emphasizing the importance of strategic planning and adaptation for successful global expansion. The report showcases the application of marketing models to tap into the international market.

Investigative Report

Executive Summary
The above study is on the SMEs company, by using the potential internationalization
motives company can expand its business in the global market. With the help of global
marketing model for tapping into international market company can easily expand into the
international market. Accessing global marketing model and strategies which is helpful for the
company for exploring their business on global and international market.

Table of Contents
INTRODUCTION...........................................................................................................................4
Main Body.......................................................................................................................................4
Background..................................................................................................................................4
Comparison among the both international market-.....................................................................6
Analysation of methods for market entry-...................................................................................7
Potential marketing strategies which are used for ensuring success in international
marketplace-.................................................................................................................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Investigate report include the investigation on the particular subject or idea which
describes the overall criteria of the idea or subject in detail.
Brightstar Financial Limited is the company which is established in 2011. The company
provides financial solutions in United Kingdom market. The have there specialization in
traditional and non-traditional solutions for the mortgage. The above report include the
background of the company along with the different motives which influence the company to tap
into the international market. The report further carried froward with the comparison among the
both international market. Analysing the different market entry modes which can be used by
company for entering into the global marketplace. The report ends with the potential marketing
strategies which can be used by company.
MAIN BODY
Background
Brightstar Financial Limited is the providers of specialist finance solutions for UK
market. The company is specialist in traditional and non-traditional solutions for lending the
mortgage and loan lending market, rendering finance for the residential mortgages, mortgages
for second-charge, development finance, short-term lending, commercial finance and mortgages
for buy-to-let. The company is operating across United Kingdom and has its three offices within
the UK. The main aim of company is for leading the shape and way the future of United
Kingdom's specialist finance(Demangeot, Broderick and Craig, 2015). The core values of
company are- we are ethical, we love what we do, we make it easy, we develop people and we
embrace partnership. Company acknowledge loyalty and commitment of the longest serving
company and thus also motivates other for achieving this elevated status and recognition among
company. The company has 16% of staff turnover ratio across United Kingdom. Company is
moving froward by gaining the huge customer support across the United Kingdom. The labour
turnover rate of company is good thus employee retain for long term and worked with the
company for future growth and development of company and themselves as well. They are also
thinking to expand its business at the global level so that they can explore their company to the
global international market.

March-2019 April-2019
Marketing expenses Budget Budget
Recruitment $272 $689
Market research $171 $423
Media marketing $709 $280
Overhead cost $175 $445
Total $1327 $1837
The three strategic issues that are being faced by Brightstar Financial Limited are
Data privacy- This is one of the most important strategic issue which the company is facing.
The data security is one of the major concern and the company remain under the threat of the
loss of confidential information of customers. Thus, this is the significant issue.
Innovating- As more and more customers have now become technology-oriented and thus wants
innovation in each and every aspect. Thus, innovating the products and services is one of the
primary strategic issue which the company is facing. Investing in R & D and making the website
creative is what the challenge for them.
Competition- This is the another most significant strategic issue which is being encountered by
the company. Due to the presence of fierce competition within the marketplace, it has become
difficult for the company to operate effectively and perform their function.
Motives
There are different motives which influence the company to tap into the international
global market. These motives and trigger encourages company to expand their business into
global market so that they can enhance their business(Eisend, 2015). Some of them are described
below-
Improving the profit margins-
It is the major factor which motivates company and organizations to expand their
business into the international global market. Each and every company needs to raise and
improve their profit margins and revenues and for which company develops the different
strategies & plans. For improving the profit margins Brightstar Financial Limited can decide to

expand their business globally into the international market which will be helpful for company to
gain huge revenues and profit margins(Gillespie, 2015).
Competing for new sales-
Companies when decide to compete for new sales they want to introduce their products
into new market and country so that they can explore to different countries where they will get
new consumers and suppliers which will help the company to compete with other rivals in
different marketplace. The company can get with new product also, so that they can get huge
sale. This also motivates Brightstar Financial Limited to expand their business into global
international market for competing with new sales.
Diversifying business-
Every business needs to have diversified products and services. Which will be helpful for
company in gaining the huge profit and revenue across the different countries. The Brightstar
Financial Limited can get different and new products from entering into new
marketplace(Katsikeas and et.al., 2016). Different and new products will be helpful for company
in expanding their business into the global market so that they can have different field of
business also where they can deal with at global marketplace.
Recruiting new talent-
For recruiting the new talent company can go beyond the other country so that they can
get fresh and talented candidates for their company. Brightstar Financial Limited will be moving
forward for getting the new recruitment they can explore their business into the global
international market. Brightstar Financial Limited can get new talent and skilled candidates for
their company so that they can explore to different countries(Morschett, Schramm-Klein and
Zentes, 2015).
Promoting social and cultural exchange among nations-
Promotion of cultural and social exchange among the nations motivates companies to
expand their business on the international marketplace. Brightstar Financial Limited for
promoting the cultural and social exchange among the nation can enter into the international
market so that they can introduce the culture of the United Kingdom to the other market.
Comparison among the both international market-
Basis United Kingdom Market United States Market
Focus The businesses in UK brand is still The US businesses mainly focus on the

four years behind from the US market
as they focus on making the profit.
customer services. Customers have high
expectations in country.
Corporatio
n tax
The corporate tax paid by the UK
businesses is 20%.
Whereas, 35-39% tax is paid by the
business in US marketplace.
Vast Place UK is the small marketplace as
compare to US. So the market can be
easily surveyed and find out place
where business can be established,
keeping eye on competitors(Rosson,
and Ford, 2016).
US market is the vast place where
business need to have a strategic
planning for a particular place so that
business can be established with the help
of market research rather ten cracking the
whole America.
Employee
Manageme
nt
UK business employee workers on the
basis of employment contract. The
position of the employees are more
secured as compare to US businesses.
In US businesses employee candidates on
the basis of “at-will”. In this they
employees are free to come and work,
can go when they wished to without any
notice.
Emergence UK business is emerging and better
place for expanding the business
US business will have a more and better
scope as the country is already well
established and could have better
business opportunities(Samiee and
Chirapanda, 2019).
US marketplace is chosen by the company as there are wide range of business
opportunities where business can easily grow and develop there. As the US is well developed
country which will be helpful for Brightstar Financial Limited to get high revenues and profit
there. Company can explore there with the new products there so that they could survive there.
Analysation of methods for market entry-
There are several market entry methods which is helpful for company entering into the
international market with which company can easily enter into international market. It can be
tricky and tough for the company but with the help of different entry modes it becomes easy for

company to tap into the international market and business there(Sapouna and et.al., 2018). Some
of them are mentioned below-
Joint Venture-
It is the popular mode of entry is establishment of business in the international market is
the joint venture which is help company for entering into the new market. Brightstar Financial
Limited can use the joint venture for entering into the international market of the US so that it
company can get into joint venture so that they can establish their business in that country.
Licensing Agreement-
In this mode licensing is being done by the company in which contract is being signed by
the company with foreign businesses which allows the foreign companies for legally
manufacturing and selling the products of the company. Brightstar Financial Limited could have
a done the license agreement with the foreign country so that it can be helpful for company in
tapping into the foreign market(Solberg, 2017).
Exporting Directly-
Rather than having a partnership with the foreign company, some company simply sell
their products and services to the overseas so that product could be sold to the consumers easily.
In this mode the investment is being avoid by company for developing the manufacturing
facilities in foreign marketplace. This will also be used by the company for tapping into the new
global market and sell their products and services there.
Online Sales-
The online sales can also be adopted by the company so that they can directly sell their
products and service to the global market without having any partnership and collaboration with
the other company. Nowadays online sales are in trend so the all youth are connected to the
online platform. Brightstar Financial Limited can use this mode for tapping into international
market as this can be helpful for company in gaining the wide range of consumer at one
platform, and attracting the various consumers to their company's products(Souchon and et.al.,
2016). The company can easily access and sale their product and services easily to the foreign
market.
The Brightstar Financial Limited can use the joint venture and online sales for tapping
into the global market. It can be helpful for company in gaining the huge consumer attraction
towards the company's product and services on online platform. Joint venture can also be done

by them so that they can set their business office there and all operation activities of US will be
monitored and controlled from the US headquarter this will be also helpful in successful
establishing the business there.
Potential marketing strategies which are used for ensuring success in international
marketplace-
The marketing strategy which can be used by the company is communication mix. It is
the process where the company can include the product development and research, distribution
and merchandising, process and pricing along with promotion and communication. It refers to
the particular method which can be used by company for promoting their products to the target
market and customer.
Advertising element-
The proper advertising is to be done by the Brightstar Financial Limited. They can have
appropriate budget and criteria for developing the different advertising strategies. The
advertising of the product and services must be done by the company which can be done
effective by company(Stöttinger, Schlegelmilch and Zou, 2015). This will eventually increase
the sales of their product to more than 32% and will make their presence worth.
Personal selling and direct selling-
Personal selling and direct selling can also be used by the Brightstar Financial Limited
for selling their products and services to the market. The product and services of the company
can directly sold by the company to the consumers so that they can get with their product
benefits and importance.
Discounts and promotions-
The discounts and offers can be given by the company for accessing products and
services by them to the consumers. They can provide this on their product so that wide range of
consumers can be attracted toward the product. Different promotional activities can also be
followed by the company so that they can attract the consumer in wide range and raise their
revenues and profits easily(Tajeddini, Elg and Ghauri, 2015).

CONCLUSION
From the above study it is concluded that the company can expand their business by
tapping into the new international marketplace. The company can use various modes of market
entry so that it can access by the company for entering into the new global market of US. The
company can use the effective strategies which is further useful for company in getting into the
new market and establishing themselves in the global market of US. The many strategies,
policies and plans are being needed by the company which is further helpful for company in
raising their revenue and profits in the international marketplace. The company with the help of
market research necessarily establish their business and can attract the wide range of consumer to
the product and services of the company. Company can adopt the major changes in the product
also which is helpful for company in retaining in the global market.

REFERENCES
Books and Journals
Demangeot, C., Broderick, A.J. and Craig, C.S., 2015. Multicultural marketplaces: New territory
for international marketing and consumer research. International Marketing
Review. 32(2). pp.118-140.
Eisend, M., 2015. International Marketing. Wiley Encyclopedia of Management, pp.1-2.
Gillespie, K., 2015. Global marketing. Routledge.
Katsikeas, C.S and et.al., 2016. Assessing performance outcomes in marketing. Journal of
Marketing. 80(2). pp.1-20.
Morschett, D., Schramm-Klein, H. and Zentes, J., 2015. Strategic international management (pp.
978-3658078836). Springer.
Rosson, P.J. and Ford, I.D., 2016. Stake, conflict and performance in export marketing channels.
In Proceedings of the 1979 Academy of Marketing Science (AMS) Annual
Conference (pp. 66-69). Springer, Cham.
Samiee, S. and Chirapanda, S., 2019. International Marketing Strategy in Emerging-Market
Exporting Firms. Journal of International Marketing. 27(1). pp.20-37.
Sapouna, P and et.al., 2018. Market Withdrawal, International Orientation and International
Marketing: Effects on SME Performance in Foreign Markets. In Advances in Global
Marketing (pp. 281-303). Springer, Cham.
Solberg, C.A., 2017. International Marketing: Strategy development and implementation.
Routledge.
Souchon, A.L and et.al., 2016. Spontaneity and international marketing
performance. International Marketing Review. 33(5). pp.671-690.
Stöttinger, B., Schlegelmilch, B.B. and Zou, S. eds., 2015. International Marketing in the Fast
Changing World–Introduction to Volume 26. In International Marketing in the Fast
Changing World (pp. xi-xvi). Emerald Group Publishing Limited.
Tajeddini, K., Elg, U. and Ghauri, P.N., 2015. Enhancing organizational performance of
international SMEs through inter-firm marketing collaborations. In International
Marketing in the Fast Changing World (pp. 109-133). Emerald Group Publishing
Limited.