Report: BSL's International Marketing Strategy and Expansion Plan

This report provides a comprehensive analysis of Bamboo Systems Limited's (BSL) international marketing strategy, focusing on the rationale for expanding into international markets, particularly Japan, and the various routes to market. It examines the scope and key concepts of international marketi...Read More

INTERANTIONAL BUSINESS

Table of contents
Introduction......................................................................................................................................3
1.Why the business should consider international marketing. ........................................................4
2.What international markets the business should consider..........................................................10
3.Whether the marketing plan should be standardised or adapted.................................................16
4.How to organise and evaluate international marketing efforts (multinational, global,
transnational, meta-national, etc.)..................................................................................................22
Conclusion.....................................................................................................................................26
References......................................................................................................................................27
2

Introduction
International marketing is a process of promoting business operations in a global world. For
promoting a business on a global basis international marketing process plays a major role. Some
different types of marketing principles are applied for international business and some principles
are used on a domestic basis but in a reformed manner (Stern, 2009). The Bamboo System
Limited (BSL) is a computer company in the UK and provides different kinds of computers and
their parts. In this report, key concepts of international marketing, the rationale for business
organisations describing various routes of the international market, key criteria of the selection
process, different kinds of marketing strategy, advantages and disadvantages of international
marketing, an overview of global arguments for international marketing, analysis of many
international marketplaces, comparing different types of international market orientation will be
discussed in this report.
3

Why the business should consider international marketing.
Company overview
The bamboo Systems Ltd (BSL) is a computer and software company in the UK and provides
different types of software applications, providing modern data, and analysing different kinds of
opportunities in the information technology sector. The company has been proven effective in
terms of providing software services to the users. The company was selected for the two gold
winners in the 17th international business award. The CEO of the company is Tony Crathorne.
For ensuring high architecture design computing platform is designed to scale out the targeted
applications. The company delivers 8 types of services like Apache, kubernetes, Ubuntu,
Tensorflow, Centos, docker, Hadoop, elastic etc. BSL also provides well-balanced servers for
dedicated memory that also ensures maximum performance. BSL’s performance is optimally
efficient that designs for unmatched performance. The company also provides a magnitude
reduction of power consumption that 80% rack space for ensuring higher density. In this modern
age, technology and IT services are very revolutionary processes for linear scalability so the
company focuses on micro services to support computing architecture. As BSL is growing very
faster leaders of the company think to expand it areas. So the company has taken initiative to
open some stores to other countries.
4

Analysing the scope and key concepts of international marketing.
International marketing is a process of promoting, directing, planning, setting prices for goods
and services to run business to other nations and countries. International business relates to many
other countries in the whole world. The core thing is applying marketing principles in another
country for making business relations with foreign countries. BSL provides its products and
services to other countries in the world. The company follows an international marketing strategy
for operating business. International marketing is concerned with crossing borders and applying
different types of marketing principles. The technology of London area is very developed rather
than others and the United Kingdom is developed country so the people of the country use most
developed technology (Sinkovics and Salzberger, 2006). BSL has emerged as the most premium
brand in the London area and increases its customers base. In an international market, many new
opportunities are offered specially for technology-based products. Before entering the
international market, a business organisation should understand international market trends and
challenges so that the business can be operated properly. By applying international marketing
principles an organisation focuses on to increase customer base. So BSL needs to know the
current international marketing principles for increasing customer base. Currently, the company
is operating its branch in the UK, Australia, Canada, France, Germany, Singapore and
Switzerland. As the company is on a high pace of growth. Therefore, the firm is going to
increase its international share by expanding its operation in more country. BSL select Japan to
open their new branch in the country. From various research it has been found that, In japan
there is huge demand of IT Services. So it will be very effective idea to run business in Japan as
well as USA. The company has a high scope of growth by expanding the business in Japan.
The scope of international marketing
Imports: Imports refers to the process of buying products from other countries and sell them to
domestic country so it is considered as the simplest form of international marketing. When a
product has a great demand in a domestic country but the country is unable to provide the
product according to the demand then the domestic country decided to imports the product to
meet the demand where it is available. Many companies localise some products that have a great
demand or meet the market demand.
5

Export: Another scope of International marketing exports. It is the opposite form of imports.
Export is a process of selling products to another foreign country that has a great demand and
value to the foreign market. When domestic products have no higher value and the products is
available in the marketplace but the products have a great value in the international market or
foreign country then the domestic country sell the products to a foreign country. For generating a
lot of revenue a country sells its finalise products to the international market.
Contractual Agreements: At the time of moving beyond the domestic boundary it creates many
international scopes and creating a lot of chances to do business. It is also considered as an
international marketing scope that creates lots of opportunities for a domestic country business
organisation. By contractual agreements, the marketplace enhances revenues increases, the base
of consumer expands. Business companies grow very faster through contractual agreements and
several partners overseas.
Joint venture: Joint venture means creating a contractual agreement with other brands to operate
a business together for achieving some specific goals and objectives. In a potential market, two
brands can enter together for operating their business and gaining some specific goals like most
of the market share from the competitive marketplace. In this method of business two parties
decide about investment, profits and losses before starting business operations. A joint venture
creates many scope and opportunities for entering into a foreign market by overcoming barriers.
For understanding the market dynamics of all international markets efficiently the joint venture
process plays a very essential role.
Full owned Manufacturing: A company can fully own and engagement with manufacturing by
a relatively higher level of communication. The manufacturing company can sell products in
national boundaries and foreign countries by ensuring some facilities. By owning fully, the
quality of products can be controlled properly (Sinkovics and Salzberger, 2006).
6

The rationale for BSL to want to market internationally and describe the
various routes to market they can adopt.
The popularity of the company increases by the competitive advantages over the major
competitors from the UK. International marketing helps the organisation to enhance the area of
business. For acquiring more resources international marketing plays a very major role in
engaging all business organisations. For marketing products and services internationally a
company needs a huge amount of money. Human resources and financial resources are the most
essential elements in the international marketplace. BSL plays a very effective role to meet all
responsibilities for international business and the company focus mostly on the effective human
resource. For international marketing, the business organisation needs to follow diversifying
sources of sales and supplies. To enlarge the company’s operations internationally the company
needs to operate its functions in different countries in the world. The company has been taken
initiative to open store in Japan and thinks to operate business in USA. BSL focuses on meeting
customers’ needs and wants for entering into the international marketplace. The reasons for
entering the international market are demonstrated below:
Taping in the worldwide market: Entering the international market an organisation can increase
its income and revenue. By entering the worldwide marketplace business organisation can
expand their area of business. BSL is growing company in UK area so the company tries to enter
the international market for expanding business area worldwide (Schroeder and Borgerson,
2005).
Development and benefits: BSL focuses on the development of the company’s business areas.
Most of the company tries to expand the growth of the company ensuring benefits and the
primary motivation for employees in the organisation. By creating opportunities and benefits an
organisation can esteem its image in the international marketplace and help to move forward the
company. The development of an organisation depends on the situation and conditions of the
country’s overall environment. The factors and conditions are given below:
 The political condition affects the business world very intensely as well as an
international marketplace. Political stability is the most essential component for operating
a business in a global market. Any irregularity and instability are seen in the political
environment the company will face different kinds of problems.
7

 The economic condition of a country affects the working process of the global
marketplace. The income and revenue of a business organisation are intensely affected by
the economic condition of the country.
 Social trends and culture create the market demand and also create job facility for local
people so the overall environment, the International marketplace is also affected by social
factors.
The routes of entering the international market of Bamboo computer
Licensing: This has been considered as one of the most vital element in term of starting the
business at international market. The licensing provides an assurance to the business so, no other
organization can run its activities in the name of Bamboo computer. The prior function of
entering in international market is to get the copyright of the business. And this has been
considered as the process of licensing. BSL gets its own identity in the international market after
completion of licensing.
International agent distributors: BSL has to hire the most qualified agents from the world so
that products and services can be provided properly.
Strategic alliances: For entering the international market all business organisations need to agree
with some agreements in manufacturing, development, marketing distribution and other aspects.
BSL can access the international market by agreements and strategic alliances without sharing
ownership of the company.
Internet: The Internet is the most effective and cost-effective medium of operating business in
the international marketplace. Without going to a foreign country physically a business
organisation can visit the country and making business deals by using the internet (Papa and
Elliott, 2011).
8

The opportunities and challenges of marketing internationally
The opportunities that are available in the international market are given below:
Low investment: BSL needs to identify such country for investment where investment and cost
of investment are low such as India. The company can enter the Indian market with low costs.
Taxation: By entering into the international market a business organisation can reduce its tax
cost because the company doesn’t need to invest additional costs for taxation.
Large Population: In the international market a large number of customers are available for
quality products.
Challenges
Poverty: In poverty country like India, has a low cost for trading so the company can experience
revenue and profit negatively.
Corruption: As in the international market, various types of companies are available the
corruption level in the international market is huge.
Infrastructure: In the international market all countries do have not well-developed
transportation and telecommunication system like the UK.
Critical evaluation in relation of opening the branch of BSL in Japan:
The BSL company is one of the biggest IT service provider. The company provides help to the
number of business and institutions by delivering the web-based applications. The company is
highly focusing on increasing its market share. Now, the firm has chosen Japan in terms of
expanding the business. The firm has adopted the effective research startegy and found that,
Japan is the best place in order to expand the operation of busienss. In order to understand this
with clearance. Here are the points that are efficient enough to prove that, “why Japan has been
chosen over other countries”.
Increasing business modal- It has been found from various research that, Japan is on a high rate
growth and there are number of business that are opening in the country. All these businesses
requires the IT services and software applications in relation of increasing the productivity of the
9

businesses. BSL is one of the biggest service provider in terms of IT & Software services. Thus,
the company has a big opportunity to grab.
Customers are highly attracted towards technology- While analysing the market of Japan,
The study of consumer behaviour has been approached. And it has been found that, the
customers are highly active in terms of using technology. Consumers are highly involves in
using computers and software. The youth of japan use computer devices in order to complete
their studies. Thus, the BSL has high chances of taking the business towards the success raye by
opening the branch in Japan.
What international markets the business should consider.
The key criteria and selection process to use when considering which
international market to enter.
As the company is UK based the company should follow economic integration for entering into
the international marketplace for operating business. To operate the business operation in another
company BSL needs to consider some factors. For the selection process some aspects are
considered these are given below:
Identifying international marketing objectives: BSL should identify its objectives for increasing
market values. By identifying marketing objectives, the company also can increase its profit.
Information collection: For the overseas market reliable market information must be needed by
the company for sustaining in a competitive marketplace. BSL should focus on competition,
nature of consumers, demand of products and inspect market overseas (Lascu, 2006).
Information analysis: The collected information needs to be analysed by researchers for
ensuring relevant and reliable information.
Shortlisting of the market: For competition prevailing shortlisting of the market must be done
through government policies.
Market selection: At the time of market section government policies, trade barriers, inflation,
and overall overseas are considered to ensure good return from the international marketplace.
10

The process of entering into the international market
BSL follows various types of international marketplace and analyses so that proper information
and trends of market can be analysed as the company wants to operate business in Japan and
USA based countries.
Country identification: After selecting a country, it needs to be evaluated on the basis of the
international market. Before entering the international market Bamboo computer needs to
consider potential customers, customers’ needs and wants, the culture of the country and
executing various types of research for evaluating the business environment efficiently. Before
selecting the company should evaluate the actual business environment of the countries.
Preliminary screening: The second step before entering the international market is preliminary
screening. In this step, various types of factors are considered such as domestic consumption,
stability of the currency, level of exchange rates, and another overall basis of the international
market. The process is focused on the selection of the international market very effectively.
In-depth screening: The other similar products from the international market are considered to
maintain the channel of distribution of the products preferences the test of customers. The costs
are also considered for the making proper pricing model of the company.
Final selection: The goals and objectives of organisations are considered for final selection. If
the products and services are relevant to the goals and objectives and matching with the needs of
the international market, then the products and organisation are finally selected for operating its
business in the international market. Similar companies may exist in an international market
Bamboo computer needs to increase its competencies to compete with many business companies
in the international market. When market place sees similar products are provided by many
companies then they provide different kinds of conditions for entering into the international
marketplace.
Direct Experience: The potential market for the company refers to the profits and facilities for
the company so the company firstly analyses the potential marketplace first critically so that an
effective marketplace can be identified. So direct experience from the business firm will be very
effective for running a business in the international marketplace (Kotabe, 2007).
11

12

The different market entry strategies, including the advantages and
disadvantages of each.
For entering the international market place an organisation needs to select different types of
market entry strategies such as franchising, licensing, exporting, strategic alliance etc. The
easiest way of market entry is exporting that concerned with the benefits of avoidance of
expenses of risks establishment. As the company wants to operate its business functions in
different countries in the world the company needs to follow some strategies. The strategies that
the company follows are mentioned below. The main disadvantage is less control over the
market and negative impacts on the environment and transportation. Some market entries and
their advantages and disadvantages are given below:
Exporting: Any business organisation can enter the international market by exporting its
products and services to foreign countries. The UK has a very strong base in the international
market for operating a business so BSL will get various types of advantages to form the
international market. The company can avoid various types of trade barriers and has access to all
countries freely. Thus the company can reduce its costs (Keegan, 2004).
Advantages
 Potential risks and trade barriers can be reduced
 In the overseas market, the company can avoid various types of involved risks because it
manufactures products and services domestically.
 Without investing much, the company can expand its area of business and make
communicate with other foreign countries by exporting.
Disadvantages
 Customer’s needs and wants are less considered so customers can’t get their desired
products
 Domestic countries have no control over the market overseas and the company can’t
control activities of the market also. Third parties can’t show their interests in the produced products
13

Licensing: As the company is in the UK, it will get some privileges. BSL use licensing of the
UK government to enter into the international market so the products and services of the
company remain out of fee or any charges under the brand name. The license allows companies
to enter into the international marketplace and provide legal existence in the international market
place and a company can be expertise by selling products and services in the international
market.
Advantages
 The capital of a business company is not blocked by authority
 The costs and overseas of the market are reduced by the process
 The risk of manufacture is very low to enter into an international market
Disadvantages
 For licensing a business company, it needs to make an effective plan and consider many
findings
 The band company is limited who are listed under license The possibility of returns may be lost because it can’t be provided with a 100% guarantee
Joint Venture: Joint venture is a process of combining two companies or more together for
achieving some specific objectives. The joint venture firms enter into the international market
with mutual conditions and agreements. The joint venture companies share their resource with
each other to run the business efficiently considering their rights. If the company share their
profits and rights equally they will divide returns and revenue equally (International Abstracts of
Research in Marketing, 2003).
Advantages
 The financial burden is considered in the international market so it is divided
 For setting a new plan risks are shared according to resources that help to make a relevant
plan
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 Knowledge and technology of a business firm are utilised with maximum level
Disadvantages
 If partners provide a different view of benefits various types of clashes may commit
 Partners have no full control over the company
The market evaluation criteria and entry strategies with recommendation
For entering and selecting a proper market an organisation needs to follow some selection
process and criteria from the international market. The most essential criteria that BSL should
follow are technology, needs, cultures, economic integrations, the vision of management etc.
Before entering into the international marketplace all these criteria are considered for selecting a
particular international market.
Recommendation
The most important step of the company of entering the international market is country selection.
The difference between domestic and international markets helps to understand the operation and
functions of the new market and the condition of the market. Exploring the marketplace is also
very essential. BSL is a technology-based company so the company needs to analyse many
marketplaces and companies for attaining direct experience from them. For depth screening BSL
needs to evaluate other factors such as economic factors for international marketing. The
company should consider USA international market.
15

Whether the marketing plan should be standardised or adapted.
Present an overview of the key arguments in the global vs local debate.
The domestic and international marketplace needs to be analysed very critically before entering
into the international market. A company needs to analyse with full details so that proper
information can be collected. Market research is very essential for any type of business
organisation that want to enter the international market. BSL operates business organisations
with the domestic market of the UK so the company doesn’t need additional market research for
entering into the international market. By market research, BSL can know the needs and
preferences that will help the company to ensure maximum benefits from the international
marketplace. For promoting products and services of the company taste and preferences of the
international market should be considered according to the market research (Hinkelman and
Mansergh, 2009). At the time of operating business in the local environment, the company
should understand that the company can’t expand its areas at full level. The benefits and
advantages of the domestic market are limited because it is a saturated observation. By operating
a business in a domestic market competitive advantages can’t be achieved through a business
firm. To achieve the maximum competitive advantages a company needs to enter the
international market. BSL maintains all legal functions of the government of Japan and get the
access to operate business functions in the country. If the company can run the business
effectively in the Japan, the company will be able to operate business globally and it also help
the company to enlarge the area of business.
By entering into the international market a company enjoys various types of benefits in terms of
competitive advantages such as wider expansion, competitive advantages, and wider market
research. BSL will get various types of advantages from the international marketplace that will
help the company to grow faster. It is not sure that always good things will happen with the
company because the international market place has disadvantages too that can change the whole
theme of business company. It is not so easy to adapt to an international environment so easy to
operate a business in an international market.
16

The arguments between the global market and local market are given below:
Global market Local Marketing
 The marketing activities of the
global market refer to distribution,
production, across borders,
promotion etc.
 The global market is very wide and
larger
 Global marketing is a very large
process that deals with operating
business activities by maintaining
rules and regulations in a number of
countries that are set by the
government. The government can
control the large market.
 If a domestic country can’t get any
updated and improved
technological instruments for
operating business internationally
global marketing helps to bring the
updated technology to the domestic
country.
 Because of the social, cultural, and
economic environment, it has many
challenges that increase risks
 The people of the international
market are different from domestic
people and their tastes, needs,
culture, habits are also different
from domestic countries.
 For entering into a global market
very deep market research is
necessary about the different
backgrounds and cultures
 The business functions in the global
market are operated in number of
countries in the world
 The decision-making process, risk-
taking process is very complicated
in international marketing
 All activities of marketing like
production, promotion, and
distribution are executed within the
national boundary.
 Local market size is smaller than the
global market
 The government of the country control
all rules and regulations because
domestic laws are very easy to
understand and implement
 In the local market, the domestic
country can’t use the advanced
technology of others
 The cost of managing resources is
very low
 All customers have an almost similar
interest in the domestic market
 The information in the local market
can be easily collected
 Business functions are operated within
the national boundary
 The decision-making process is very
easy and it is not complicated because
the taste and habits are almost the
same
17

Investigate how the product, pricing, promotional and distribution approach
differs in a variety of international contexts.
At the time operating a business in an international marketplace, marketing mix should be
considered very carefully. The elements of the marketing mix are required for operating business
success in international and national boundaries. BSL needs to consider its elements of
marketing mix carefully to run a business successfully as it is UK based technological company
(Gupta, Koontz, Massisimo and Savard, 2008). Different kinds of aspects are considered for
considering the marketing mix in the international marketplace. The four elements are
demonstrated below:
Products: The main of any business organisation is to increase sell of more products to meet the
requirements of the target market. Products need to be manufactured in a very efficient way and
need to distribute, promoting etc. For the whole marketing strategy, various types of aspects are
considered such as buying habits of customers, backgrounds, the culture of customers etc.
Standardisation refers to the process of adapting products on a local and global scale, in local
scale products are needed on a little scale and on global scale products need to be produced more
than local scale.
Pricing: The understanding of customers’ perception and objectives, as well as the aims of the
organisation, are considered in the pricing model. Exchange rates, tariffs, transportation costs all
factors are considered at the time of selecting the price of products. BSL needs to select a
reasonable price for its products and services so that customers can buy the products willingly.
Place: The expansion of business in the international market may be in different countries of the
world and it is different from market to market. The place is very essential for operating a
business because the sale and promotion of business depend on the place of a business
organisation. A business organisation needs to establish such a place where customers can
purchase products very easily. When the sale of products will increase the business area will
expand rapidly. So for expanding business organisation it is very essential to select a suitable
place for operating business. To deliver products and services at the right time place of business
organisation is very essential.
18

Promotion: The promotion of a business firm refers to the promotion of advertising, selling
promotion, expanding business areas etc. In the international marketplace, various types of
requirements are considered for promoting business functions. To increase awareness among
customers a business organisation also can expand its area of business. For promoting business
organisations various types of international contexts are considered (Ghauri and Cateora, 2010).
The context and circumstances in which BSL should adopt a global or local
approach
Increasing sales and profitability: By entering into the international market BSL can increase
their sales and make a great amount of money by selling high.
Enlarging customer base: As the global market is a wide range in the world, the customer base
is very large in the international market. But in the local market, the base of customers is not so
available. With the expansion of the business areas international market, the company can make
the most relevant customer base and revenue base.
Benefits from economics: By lowering manufacturing costs the global countries can offer
products at lower costs. By doing business in the local area it is not possible to grow business
firms with huge benefits so a company needs to enter the international market for expanding its
business operation all over the world (Hénault and Spence, 2006).
Adapting the marketing mix of Bamboo Computer in different international
markets
Products: BSL should focus on the quality of products at the time of manufacturing. The
company should analyse the market to understand the needs and wants of customers so that
demandable products can be supplied. If the customers are satisfied with the quality of products
the company can generate revenue. For ensuring competitive advantages from the international
market place the company needs to manufacture quality products.
Price: The price of a product depends on the customer’s demand, products quality, and
necessity in society. So at the time of selecting products, a business organisation needs to
consider various types of aspects. The most essential elements of the marketing mix are pricing
that plays a very important role.
19

Promotion: BSL adapts its products and services to the international marketplace for ensuring
the promotion and expanding its area of business. Unique products help an organisation to
capture the maximum market share for developing products and organisations.
A critical evaluation of how the marketing mix is applied to a range of
international contexts
The main objective of the marketing director is to analyse the efficiency and expectation and
demands of customers from the market. Bamboo computers analyse the marketplace to
understand customers’ needs and wants so that products can be supplied according to their
expectations. The marketing mix is such a tool that is used for pursuing many aims and
objectives for considering elements for marketing efficiently. The four types of elements are
included in a marketing mix that is required to analyse for a business organisation to make
suitable business process in the international market.
20

How to organise and evaluate international marketing efforts
(multinational, global, transnational, meta-national, etc.)
Explain and analyse the various international marketing approaches
organisations can adopt.
There are two types of approaches in international marketing that are very essential for adopting
organisations for various types of clients. These approaches play a very major role to move
forward in the international market in the best possible manner (Ford, 2004). BSL tries to adopt
its IT business in Japan, so the company follow the following approaches for adopting
international market.
Transaction Approach: BSL produces various types of products and services and the products
are needed to transact from one place to another very efficiently. The transaction approach
focuses on the constraints methods of penetration in the same manner for high concentration.
The main concept of organisation is the formulation of a single structure that is used for
marketing tools like searching sellers, the study of marketing etc. It is such as approach by which
small organisations can also get the best possible outcomes.
Standardisation approach: The main objective of this approach is to enter the market to keep in
mind about expectations and requirements of the marketing mix. This approach works in some
areas like marketing mix tools, promotion tools that are used for achieving target markets tastes.
By following this approach an organisation can establish its brand in the international market.
For promoting brands in the international market a business organisation needs to practice
standardisation in different new locations (Findlay, 2006).
There are some approaches too that are given below:
Centralised approach: The centralised approach is directed by the executives and managers of
an organisation that is also safeguarded by various types of strategies and decision making.
Decentralised approach: Decentralised approach is very effective for distribution powers and
authority between different organisational structures.
21

Launch all countries: By this process, the power of an organisation is transferred at a particular
course of action.
22

Japan USA
Population 12,62,64,931 32,83,29,953
Average disposable income $29800 $47600
Easy of doing business 30 7
Infrastructure 4.30 4.10
Exchange rate 156,18 1,38
Easy of starting business 107 56
USA has the most income generating country and the economy is very strong than Japan and
USA also contains huge population. BSL can survive in USA market place with success. The
company has endless possibilities to ensure growth in Japan and USA.
Compare home and international orientation and ways to assess competitors
outlining the implications of each approach
The preference of international customers and home orientation is not the same it is totally
different from each other. The approaches of home orientations are given below:
Comparison of home and international market
Home market International market
Domestic marketing orientation refers to
customers have limited expectations and
demands because they live in an unspecified
society and all are in the same culture so their
demand is also the same (Czinkota and
Ronkainen, 2003).
But in the context of the international market,
the demand of customers is different. As the
customers in the international market come
from different cultures and society the
demand and expectations are not the same so
an organisation needs to analyse the market
first very efficiently.
In the domestic market, the home country
dominant the market
The expansion of business operation familial
are generally seen in the international
marketplace
The demand of customers is adopted in the
local market with full concentration on this
orientation.
The demand of customers is not fully adopted
in international market.
Regio centric approach refers to the process
of adopting marketing strategies in the
different common regions with the basis of
qualities and it is also a process of localisation
and standardisation.
International marketing works with the whole
region in the world.
Home market is treated as the local market The whole world is treated as a single market.
23

Various marketing approaches and competitor analysis in relation to Bamboo
Computer
The competition in the international market is increasing day by day and several approaches are
used so that BSL can cutthroat the competition on rivals. The organisation use different types of
approaches focusing on the quality and quantity of products that are produced in the
organisation. By this process, an organisation can reduce the costs of goods. The approaches of
production attract more and more customers that will also help in increasing the quality of
products. Some approaches are given below:
Competitor analysis: The most scientific environmental analysis is competitor analysis that
helps to measure benchmarking and performance.
Products range: Product range means the process of appeal for a wide range of products to meet
the wide range of demands of customers.
Customer type: Customer type is a process of classifying people into different groups based on
the potentiality and preference of customers (Blythe, 2006).
Market coverage: In this process, wholesale outlets, saturation level, active retail are included
such as concentrated banking, marketing approaches, and differentiated marketing etc.
Pricing: At the time of setting price many types of factors are considered such as exchange rate,
transportation costs, tarries, etc.
Supply chain: The main cost controlling factors are supply chain and logistics that also help to
achieve competitive advantages considering the important form of business organisation.
Recommendations on how BSL should be structured to maximise the
opportunity in an international context
Internationalisation is such a process by which an organisation can use the offer and make the
best potential process for the company. The main purpose of international marketing is to
function the arrangements into different categories that will be flexible for the organisation. The
structure of a business organisation is shaped in such a way so that the company can effectively
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deal with various functions of the global marketplace. If the BSL wants to expand its area of
business the company needs to enter into the global market.
Conclusion
The whole report is about international marketing that is very essential for presenting business
organisations into the global market. For expanding the area of business international marketing
plays a very essential role including import, export etc. BSL is a growing computer company in
the UK and it operates business in different countries in the world by following international
marketing policies. In this report, concepts of international marketing, the scope of international
marketing, the rationale for Bamboo Computer, the opportunities and challenges that marketing
internationally, entries to a selection of international markets and define the key success factors,
elements of the marketing plan, understanding of how to organise and evaluate international
marketing efforts have been demonstrated critically.
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