Captify: International Market Analysis and Investigative Report

This investigative report examines Captify, a UK-based search engine company, and its strategies for international expansion. It begins with an introduction outlining the company's background and its marketing strategies, including product adaptation, communication mix, and digital marketing. The report then analyzes Captify's potential internationalization motives, evaluating the triggers that would influence the company to enter new international markets, drawing on both academic and practitioner research. It further explores global marketing models for international market selection, comparing different international markets and justifying Captify's choices, using a global marketing model, and analyzing methods of market entry. The conclusion summarizes the findings, emphasizing the importance of these strategies for global success. The report uses various academic and practitioner research to support its analysis and findings.

INVESTIGATIVE
REPORT

Table of Contents
INTRODUCTION...........................................................................................................................4
Background of the company.......................................................................................................4
Marketing strategies used by company to expand market globally............................................4
Using academic & practitioner research sources, evaluate the potential internationalization
motives/ triggers that would influence your company/ product to move into new international
markets........................................................................................................................................6
Using global marketing model(s) for international market selection, compare both
international markets (you may want to use a table(s) to help you compare the two markets),
evaluate why your company choose these markets.....................................................................6
CONCLUSION................................................................................................................................8
REFERENCES ...............................................................................................................................9

INTRODUCTION
Small scale companies and industries have always have a good impact on the business
setup. They have to look upon several aspects which have to be converted and standardised on
the grounds of making certain factors being availabvle in the mean course. The basic uti8lisation
here is to accumulate and provide a correct investigation report which will be able to make
correct choices and define the proper usage of understandidng. The main soruse that shall bed
efined in the ghgiven company. They have to provide the given infiomation which shall be done
in the followinfg ground. Such investigation reprts will incure only when the organisation seeks
to make new changes or either get settled in a new country. There are mainly the organisational
structure stratergy to be followed by the organisation and have to be the correct tactics to get the
better environemnt in the orgnisation. It shall be understood with correct ethical standards and
make them possible in making the better environemnt. The organisation Captify is created for
the serch and iinformtion providing and it is based in almost 71 countries. This organisation is
used to understand such concept more correctly and exaplain all startergies and things which
have to be exaplianable in nature.
Background of the company
Captify is one of the renowned SME in United kingdom that deals as a search engine
which is totally different from Google. Mainly, it deals in providing unique and innovative
technology to customers. It include voice search, in-app search, desktop search and many more
from different channels. The company was formulated in year 2011 and operates in 10 markets.
The company have around 230 talented and skilled staff. The company offers best experience &
informative intelligence to its clients. Captify headquarter in London and its offices are situated
in New York, Germany, Kiev and in Paris (Berardi, 2019).
Marketing strategies used by company to expand market globally
Product adaptation: it is a marketing strategy that helps organisation to alter and modify
the old products in order to meet the needs of different markets & cultures. It is necessary for
those companies who trade their product in other markets because it assist and ensures that the
offering of company meets regulatory and cultural needs as well as requirements. In context to
4

Captify, the upper level authority uses this strategy so that they can alter their services as per the
requirement of their customers. This assist them in satisfying the needs of customers which
directly rises the level of sales and customer loyalty (Carson and Farhall, 2018).
Communication mix
Advertising: The best way of promoting the products as well as services. In order to
educate and aware customers, adverting assist organisations to reach large number of audiences
at a time. With reference to Captify, the marketing team of company advertise the information
and offerings on social media applications such as Facebook, YouTube, Whatsapp. Through an
effective advertising, they attract and gain attention of people within a short span of time.
Therefore, it directly affects sales and customer base level of Plan.com.
Sales promotion: Most of the companies offering discounts, vouches, extra benefits,
packages, after sale services and many more in order to increase the sale of their products. In
context to Captify, the company has providing customize information to the customers that saves
the time of customers. This strategy helps them to gain increase their usage in market an increase
profitability (Concha and et. al., 2018).
Digital marketing: Nowadays, people prefer using internet, online services and so on.
Digital marketing is the easy and convenient way to reach the audiences in large numbers. 70%
of the population of UK using Facebook account and other online applications such as
Instagram, Twitter. In context to Captify, the companies marketing team mainly focuses in
promoting their services on social media. The company have Facebook and Instagram page on
which they provide all their offerings. In addition to this, the managers have LinkedIn profile
through which they make strong connections with people or the business entrepreneurs. The
company also providing 24 hours online services to its customers. This assist them to retain
customers for longer period of time.
From the above strategies, it has been stated that Digital marketing strategy is best for the
company to promote and educate people about its product. With this, it is a cost effective and
time saving marketing strategy that provides service to customers on Time.
Provide a brief background on your company/product
Captify is actually a good search engine provided by them and basically they are working in
more than 71 countries. such countries and have to give a perfect, example related to all the
searches and create a proper strategy to get developed in the countries. The main product
5

provides is the search engine. This is really modified for the new generation and helps them in
searching with new scores and highlighted areas and making the search for feasible and better in
nature (Foote and Martino, 2018).
Using academic & practitioner research sources, evaluate the potential internationalization
motives/ triggers that would influence your company/ product to move into new
international markets.
Captify has many reasons to actually shift in a new place or a country where they can
have a diverse effect plus can evaluate the strategic and analytical information as per the rules
and guidelines of that organisation or new country. their needs to be a certain practice research
which should have a proper potential stamina to stand in the international market. they have to
realise that how much capacity of workload all workers can actually work with plus we should
understand the overall need and requirement in that country of the brand and product. There are
things which need to be internationally triggered which can actually influence the country to feel
importance of the product in such places and then make it available there in a period of time.
These factors can be influenced from the national or state market or can be a best app idea which
makes them trigger at some point where they can feel availability of the product in the market.
There is always a potential scope for a search engine company like this to always have a better
portal and an option in the usage of another countries. they have to become very much sceptical
and buy wood in nature to understand both sides of the customers which includes the particular
need of the product and the several other substitute which can easily replace them in their native
country. This has to be understood by using several models and tactics given by the organisation
so they can actually understand what and where they stand in the current market plus they can
critically evaluate themselves on several problems so that if they will be shifting or thinking to
work in another country we can actually evaluate it on several levels and then only decide to do
so (Hoskinson and et. al., 2018).
Using global marketing model(s) for international market selection, compare both international
markets (you may want to use a table(s) to help you compare the two markets), evaluate
why your company choose these markets
The global market you represents that as a matter of fact there are various things in the global
marketing models that have to be properly critically analyse and justify and until and unless they
cannot put up or sustain in the individual market they have to understand and evaluate their
6

product or services on a proper level and on the four basic things which are required in any
global marketing model. These are briefly mention and explain as well:
Export: in this one shall imply the ways and methods in which the product services will be
exported to another country which will directly involve the pricing and other factors such as the
import export duty and other liability which are attached to it. They have to easily understand
that as a matter of fact it is not very important for an organisation to not critically evaluate all the
prices which will used and put up once in a different region or a country. for this organisation if
they are currently working in England and take to ship France they have to understand that the
things which will be affecting in the export section of their workings and the amount which shall
be consumed by this area. As it is more expensive in nature and the facility will be used by
several people apart from the basic natives of the country (Mitsuhara, Shishibori and Kashihara,
2018).
Standardization: this defines that every organisation needs to have a standardized utility mark
which antonin unless is not need it cannot be crossed there is a proper limitation of a matter of
fact that several litigation and mitigation points are crossed over for meeting to standardise point.
Before entering the market will they have to understand that several things which are required in
having such initiative should be pointed out and made as a remark in clearing as well as
rewarding in the market. Various sections which need to be influenced as well as provided
knowledge and unless this a standardized research cannot be done for any organisation.
Multidomestic: this means that while working in one country and then another needs to have
several repercussions which is going to affect their general performance and their area of
working this shall directly imply upon the costing as well as the general guidelines of the
information it can be concluded from the matter of fact that there are various things which can be
included in it (Rossmo and Pollock, 2019).
Transnational: they have to actually translate into a better zone or an area where they can put up
things as per requirement as well as there are consequences which can be faced by them by not
doing so they have to understand the market and the culture as well as the beliefs of the
organisation and the country and then only thing to established in the particular country.
Analyse the method of market entry used by your company/ product to enter one of these
markets, and evaluate if this entry method was the best option. Justify your evaluations using
academic theory, research and/or evidence (Reddy, 2019).
7

CONCLUSION
From the above report it has been analysed that companies using different marketing
strategies in order to expand its market at international level. There are various methods that
assist companies in entering in the international markets conveniently and also helps in
generating profits. Activities such as advertising, campaigns, online promotions assist in gaining
success at global level. Methods such as franchise, merger & acquisition, licensing, joint venture
helps organisation to expand their operations or activities at national or international level.
8

REFERENCES
Books and journals
Berardi, L., 2019. The risks and rewards of investigative journalism in Central Eastern
Europe. New Eastern Europe. 38(5). pp.78-84.
Carson, A. and Farhall, K., 2018. Understanding collaborative investigative journalism in a
“post-truth” age. Journalism Studies. 19(13). pp.1899-1911.
Concha, J.S.S and et. al., 2018. Advances in Cutaneous Lupus Erythematosus and
Dermatomyositis: A Report from the 4th International Conference on Cutaneous Lupus
Erythematosus—An Ongoing Need for International Consensus and
Collaborations. Journal of Investigative Dermatology.
Foote, K. and Martino, S., 2018. Implementing Investigative Labs and Writing Intensive Reports
in Large University Physics Courses. The Physics Teacher. 56(7). pp.466-469.
Hoskinson, K.R and et. al., 2018. Predicting changes in adaptive functioning and behavioral
adjustment following treatment for a pediatric brain tumor: A report from the Brain
Radiation Investigative Study Consortium. Psycho‐oncology. 27(1). pp.178-186.
Mitsuhara, H., Shishibori, M. and Kashihara, A., 2018. Investigative Report Writing Support
System for Effective Knowledge Construction from the Web. IEICE Transactions on
Information and Systems. 101(4). pp.874-883.
Reddy, N., 2019. Investigative Reports and Legal Acceptance. In Practical Cyber Forensics (pp.
455-474). Apress, Berkeley, CA.
Rossmo, K. and Pollock, J., 2019. Case Deconstruction of Criminal Investigative Failures.
9