International Marketing Case Study: Sannies in the European Market

This case study examines Sannies, a Scottish-based shoe producer, and their international marketing strategies as they attempt to expand into the European market. The report identifies branding issues such as cultural barriers, technology adoption, and legal obstacles that Sannies must overcome. It emphasizes the need for product adaptation to meet European preferences, including comfort and inclusivity for diverse populations. The analysis also covers pricing strategies, highlighting the importance of policies, target market considerations, competitor analysis, and government regulations. Furthermore, the study explores distribution channels, considering factors like product nature, comparative channels, and the role of producers and private distributors. Effective communication strategies are crucial for Sannies to establish a strong market presence and brand image in the competitive European market, with a focus on digital marketing, social media, and adapting messaging to resonate with local consumers. This document is a student contribution and more solved assignments are available on Desklib.

International marketing case
study

TABLE OF CONTENT
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
1. PRODUCT...................................................................................................................................3
a) Branding issues faced by the firm while entering into European market................................3
b) Elements of the product need to be adapted in European market...........................................4
Developing presence with the help of price in European market:...............................................5
Communication............................................................................................................................7
CONCLUSION................................................................................................................................9
REFERENCES................................................................................................................................1
Online:.........................................................................................................................................1

INTRODUCTION
International marketing refers to application related to marketing principles through which varied
countries comes closer due to the economic requirements through which facilitates
understanding and coordination among all of them (Zhao and Priporas, 2017). It is important
activity in order to enhance the overall economy which is highly beneficial for all participating
countries. Their major role within the market place is to establish and strengthen international
trade and business relationships among different nations and hence maintain coordinated
relationship in order to maintain world peace. It also encourages social as well as cultural
exchange among assorted countries.
This report will highlight the concepts based upon the given case study in context of
product, price, distribution and communication issues into international marketing.
MAIN BODY
1. PRODUCT
a) Branding issues faced by the firm while entering into European market
Globalization has provided various opportunities for the firms who want to enter into the
new or international market place. However, it also creates numerous challenges for brands to
make up the experiences of customers more meaningful or joyful. While entering into the
European market, the Sannies have to deal with certain challenges which has been explained
below:
 Break through cultural barriers: The brands who wish to expand their business activities
all across the world or within any particular space in international market have to consider
the cultural barriers as well in order to make their products successful in that environment.
Apart from language barriers, the brand have to fully understand local market requirements
before doing any new initiative. Cultural norms also affects the purchasing behaviour of
customers and might prevent them to invest into that specific item.
 Technology or design adoption: Before entering into the European market, for the product
offers by the Sannies i.e. shoes, the establishment have to research appropriately about the
tastes and preferences in order to get adopted into the new market space. They have to start

digital campaign or mobile component in order to share effective value to the offered goods.
Because the shoes use in emerging markets is following a different path of adoption than in
developed countries (Minculete and Olar, 2018). Customers have diversified preferences
over the footwear in context of their price ranges. Although the company deals in diversified
pricing strategies but then also the product must be highly adaptable into European market.
 Legal obstacles: In addition to infrastructure, the Sannies also have to consider various legal
implications that have the power to slow down the company's entry into new market place. It
might delay the expensive product launch into the fresh market. It includes thorough
understanding and information about the political and legal framework along with cultural
and language subject matter. The key advantage of globalization is lied under the
enhancement of market value and helps to build global brand image. Although, missteps
often occurs when the firm overlook these common challenges in international branding.
b) Elements of the product need to be adapted in European market
At the time of entering into the European market space, the companies are highly
interested to expand their business from developing countries into developed country. It has been
identified that European population continues to age and in most of the European countries, it
has been evaluated that most of the population report some sort of disability issues (Dzogbenuku
and Keelson, 2019). Hence, the Sannies have to consider the disabilities challenges into their
products and offer specific item that will not harm their feelings or according to all kinds of
people living within the society of they want to successfully run their business into European
market space.
From various studies, it has been identified that women's are highly interested into
sneakers which are incredibly popular within the European countries. The European women's are
highly considered the comfortable footwear hence, the Sannies have to deal with the product
who are extremely comfortable in nature. Apart from this, all the five ranges make the brand
effective enough space to make their place among the European market space. The Sannies have
to sell their comfortable products at premium price range as the country is considered as the
second wealthiest area all across the world. Hence, the people are having the premium range
taste with regard to the products as well as services. Along with the premium range product, the

firm also have to focus towards their effective after sale services in order to sustain their market
image or space in front of other competitors within the same area.
Price:
Developing presence with the help of price in European market:
Price is the reason why the product is been created, every product and service offered by
the business have price (Bergemann, Bonatti and Smolin, 2018). Price in marketing mix, means
the range or rate of product that cover cost of production and marketing cost. When the company
desire to promote their products with then help of marketing, then they need to cover all the cost
of the marketing under the price of the product. If the company have the right product in the
perfect market but do not sure about the price, then they will fail to deliver the value of the
product. There are certain stages of price in the product which is sub divided by the company to
understand the price of the product, these stages such as:
Policies and strategies: the policies and strategies of the price is very important for the business
as it help them to cover all the cost that occur in the products processing. These policies are
mainly covered all the unnecessary cost that might occur in the production. Pricing strategies
plays a vital role in setting the price of the product, many companies have their own pricing
strategies which allow them to be more competitive in the market whereas many company use
international pricing strategies for example, flexible price policy, skimming price policy, zonal
pricing and penetration pricing.
Target market and the competitors: target market tend to influence the price of the product,
business often may get impacted with the demand of the target market. The demand cycle of the
market force the company to keep their price of the product dynamic. Target market are the
actual market where the company is planning to introduce their product, customer in the target
market demand reasonable price from the company. Whereas the competitors plays an important
role in setting the price of the product, their pricing strategies push the company to change their
price of the product (Cui and Mallucci, 2016). Competition are the real reason why a company
keep their pricing strategies dynamic. When the competitors is providing the low price of the
same product, the company have to adopt and bring change in that particular product. Certain
issue arise in setting of price as the interference of the competitor remain high in the market.
Rules and regulation: the rule and regulation of the government keep interfering in the pricing
strategies of the company. Many company produce goods and service and their price is decided

by the government, for example a company cannot set the price high if they are manufacturing
essential products, their price remain the same by all company as per the institution of the
government (Goldrick-Rab, 2021). Company face many restriction from the government in
setting the price which impact the sales of the product.
Delivery: the delivery in price means the delivery of product on time, many company fail to
deliver the product on time which results in fall in the price of the product. Price often get
impacted if the product is perishable, these products have dynamic nature of price as they keep
changing with the changing of hours. The vegetable and other perishable products are very
influence by the time and delivery.
Social responsibility: the social responsibility of the company never allow them to set
unreasonable price for the product as they know the value and effect of keeping the price
acceptable. When the business tend to start the manufacturing of the product, they set the price
before starting any further activities. This allows them to understand and set price according to
completing the social responsibility of the company.
Distribution:
The place plays an vital role in the sales of the product, and distributing product is further more
important. Business organization have various distribution channels which allow them to deliver
goods on time, company need to manage the supply and distribution chain this help them to plan
certain distribution strategies (Al-Hazmi, 2020). These strategies are very important in terms of
time and delivery of the product, sometimes business manufacture goods which need to be
distributed on time or else the value of the product will be effected and often even result in total
loss. There are certain factors which a company can undertake while choosing the right
distribution channel such as:
Nature of the product: the nature of product means what are factors which make the product
different from each other, for example if the product have perishable nature, then it needs to be
delivered within the time limit unless their price and value will be impacted. Sometimes many
company manufacture products on the demand of the customer, which need to be distributed
with care. These products are usually expensive items which are been prepared on the demand of
the customer, they are mainly distributed with the help of various distribution methods such as
aeroplane or ships.

Comparative channels: in this distribution channel, the business tend to use distribution
channels of the competitors which allow them to reduce the cost of distribution. This method are
not mainly used by business as it is very complicated to negotiate with the distributors. Every
business have their own distribution channels which allow them to deliver goods on time but
apart from their own distribution channel, the company tend to use channels of competitors
which help them to reduce the overall cost of the product.
Government rules and regulation: government interfere in the distribution process of the
company, the business face many challenges from the government as they interfere to check the
product before distributing in the international market. Many business deals in international
market and often export their product through various channel, these channels are directly under
the control of the government which keep checking these products as there any illegal material
available in the product (Išoraitė, 2016). These checking disturb the distribution process of the
company and slow down the speed. Many business try to export their product through various
international distribution channels which take responsibility to complete all the legal regulation
of the government.
Producers: there are many producers who are ready to distribute the product of the company,
these producers themselves become the agent which help company to distribute the product. This
method of distribution is the easiest as this is mainly done by the member of the company.
Producer are the one who have responsibility to produce and fund the production units and if
they are ready to take responsibility of distribution by their own which help company to reduce
the cost of distribution and this can be a effective way.
Private distributors: private distributors are the method of distribution of the products which is
commonly used by many businesses. These private distributors are very beneficial in term of
delivering products and service, they take good amount of price for distributing the product and
promise to deliver on time (Thabit and Raewf, 2018). These private distributors are commonly
used by larger scale business enterprise, as they have wide ranges of products which cannot
alone be delivered by the company. These private distributors take commission of delivering the
product on time and also take responsibility in case of any damaged to the product.
Communication
Expanded sales team: the sales teams in the organisation will communicate the ideologies of the
organisation to such an extent that will bring about a good amount of customer base. This is one

of the advantages measure where the right amount of customer can be encroached upon and the
value of business orientation can also be increased. Sales are an important part of the
organisation and they can only be cached once the customers are available and are also aware of
the fact that the organisation is moving ahead with a stipulated pace. The sales team in the
organisation will have to be trained in such a way that will have to interact with customers and
will have to communicate the set of ideologies that are in regard to products. Everything lies in
half hour the product is communicated with respect to the customer perception as well as the
ideology because their understanding will entirely define the prominence of sales (Cateora and
et.al, 2020).
Digital influencer: one of the most governing prospects these days with respect to promotional
activities that is one of the biggest advantages is the digital influencers. Digital influences of
those are that will bring in the right amount of ideology that would attract customers. In other
words this are also one of the variable format that will help to attain the maximum sales that are
in regard to the organisation. There are a set of influences that are present on the different digital
terms and this can sometimes be the cost effective measures as well as affordable standard that
would highlight the essence of a business in a customer perception. It is one of the influence of
mechanism where the social media marketing plays a havoc. Media marketing is seem to be
reaching the perk of being the best these days and also there are certain individual influences are
that are ruling the entire social media. These influences have gained more number of followers
and also have a good following such that by taking appropriate means of deriving these
additional influences can be helpful for the organisation to attain maximum number of views.
Customers are important and they can be gathered with respect to any of the platforms that are
present with respect to the organisational development such that the views that are in regard to
the business ideologues can garner expertise and the organisation can reach the perk of being the
best. Being a social media influencer is one of the dedicated prospect of increasing the cells
because of the digital influences are now are trending criteria (Asseraf and et.al, 2019). They
might be athletes, model, designers and many prominent criteria that are falling in the sector with
which organisation is operating. The use of product management by certain influences can also
attract people and they get to identify product in regard to which they can also increase the
purchasing prospect of the organisation.

Sponsorship: sponsorship is one of the important criteria for any organisation in order to move
ahead with the prominence of assumptions that are in regard to the organisational development
process of the present invention it is in the organisation that are to be brought forth by different
influence as well as the criteria of support that can only be gained through the sponsors that are
in regard to the organisation. The significant opportunities that are maintained by this point that
can help to establish business goal and specified advertising criteria where people can get to
identify the challenging prospects and also the mentorship that is in regard to organisational
commodity. The industries as well as the consumer companies can only be flourish with respect
to sponsorship object is where there are certain other businesses that would inherit the ideologies
of the organisation in order to promote them in view of customers (Tien and et.al, 2019). The
sponsor have already gained popularity and also they are well established and a reputed in the
community and therefore business is usually and title their means by adopting sponsors a with
respect to their promotional activities. Their dates will help the community to understand the
prospect of the business and also the products can reach into the organisational speculations
within the right amount of time. The money that is spent on these forms that can also be valuable
because it will in return bring about a good amount of customer base that is necessary to
implement growth prospects about finding the right ideologies in regard to the organisation.
Usually encapsulate this means of for going in the prominence of sponsors where they will
understand the industrial prospects that are in regard to the organisation.
CONCLUSION
From the above report, it has been concluded that it is highly important for any organization to
look after certain aspects before entering into the new and diversified place or specially in the
international market. It is because the people over there shares different culture and values than
the home country, hence the company have to consider all the aspects to the fullest. While
entering into the international space, most significant consideration is about the legal aspects
because the whole business is dependent upon these elements which requires proper fulfilment of
legislation.

REFERENCES
Books and journals
Al-Hazmi, N., 2020. The impact of information technology on the design of distribution
channels. Uncertain Supply Chain Management, 8(3), pp.505-512.
Asseraf and et.al, 2019. Assessing the drivers and impact of international marketing agility.
International Marketing Review.
Bergemann, D., Bonatti, A. and Smolin, A., 2018. The design and price of
information. American economic review, 108(1), pp.1-48.
Cateora and et.al, 2020. International marketing. McGraw-Hill Education.
Cui, T.H. and Mallucci, P., 2016. Fairness ideals in distribution channels. Journal of Marketing
Research, 53(6), pp.969-987.
Dzogbenuku, R.K. and Keelson, S.A., 2019. Marketing and entrepreneurial success in emerging
markets: the nexus. Asia Pacific Journal of Innovation and Entrepreneurship.
Goldrick-Rab, S., 2021. Paying the price. University of Chicago Press.
Išoraitė, M., 2016. Marketing mix theoretical aspects. International Journal of Research-
Granthaalayah, 4(6), pp.25-37.
Minculete, G. and Olar, P., 2018, June. Approaches to the modern concept of digital marketing.
In International conference Knowledge-based organization (Vol. 24, No. 2, pp. 63-69).
Thabit, T. and Raewf, M., 2018. The evaluation of marketing mix elements: A case
study. International Journal of Social Sciences & Educational Studies, 4(4).
Tien and et.al, 2019. The Role of International Marketing in International Business Strategy.“.
International Journal of Research in Marketing Management and Sales. 1(2). pp.134-
138.
Zhao, S. and Priporas, C.V., 2017. Information technology and marketing performance within
international market-entry alliances: A review and an integrated conceptual
framework. International marketing review.
Online:
International marketing: [ONLINE]. Available through < What is International Marketing?
definition and meaning - Business Jargons >
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