International Marketing Report: Delamere Dairy Expansion Strategy

This report provides a detailed analysis of Delamere Dairy's international marketing strategy, specifically focusing on the potential expansion into Nigeria. It begins with an introduction to international marketing and the company's product offerings, including goat cheese. The report then examines various international marketing strategies, such as market segmentation, targeting, and positioning, tailored for the Nigerian market. A comparative analysis of other potential markets like China, Brazil, Russia, and Vietnam is also provided, justifying the selection of Nigeria based on factors like market demand, production levels, and resource availability. The report highlights the importance of market segmentation based on income, age, and consumer preferences within Nigeria, alongside the promotional tools and geographic targeting strategies to be employed. The overall goal is to create a brand image and gain customer trust for Delamere Dairy's goat cheese products in the Nigerian market, offering insights into market entry and expansion strategies. The report provides a comprehensive overview of the marketing plan to achieve the organization's objectives, and fulfill African consumer demands.

INTERNATIONAL
MARKETING

TABLE OF CONTENTS
INTRODUCTION......................................................................................................................3
1..............................................................................................................................................3
2..............................................................................................................................................3
3..............................................................................................................................................5
4..............................................................................................................................................6
5..............................................................................................................................................6
6..............................................................................................................................................7
7..............................................................................................................................................9
CONCLUSION........................................................................................................................10
REFERENCE...........................................................................................................................11

INTRODUCTION
International marketing is process that includes two or more marketing mix decisions.
It it is a simple application of marketing principles of more than one country which can be
expressed in global marketing. Also there is a various marketing strategy available, so a
company can establish a new product in a new target market by using this strategies. have to
make regard to that country where the firm wants to establish its business for a new product(
Berthon,Pitt,Plangger and Shapiro, 2012). The international marketing strategies are
international marketing mix, international market segmentation, international market budget
used by a company to launch the new product in a new market that is to be marketed in that
country. Delamere Dairy is small medium sized enterprise in UK and it that offer various
dairy products. The Dairy product that helps to maintain the life of the customers by
providing Healthy and nutritional goats product( Czinkota and Ronkainen,2013). The product
they offer various dairy product that are high in rich and nutritionals ingredients are Fresh and
long life are goats milk, yogurts, cheese and butter etc. etc and Their are 20 employees staff
are still working in Delemare dairy company and it generate £20m revenue. In the project
report it has been study various marketing strategy includes international marketing mix ,
international budget for promoting a new product in the targetnew market to exapnd business
and determine identified the company Delamere dairy objectives and how this objectives will
achieve in any one of these new market china , Russia, Vietnam, Brazil and Nigeria.
1.
Goats cheese products is a new product of Delamere Dairy a company wants to
develop its business in new any one country to achieve its objectives. Delamere wants to
expand its business by introducing new product forso they fulfilling its objectives that
resultant into leads to increase in sales and generate revenues from newthat country(Huang
and Sarigöllü,2014.). As well as a This company provide healthier life to the people who are
suffering from skin irritation , respiratory problems and digestive issue. For this reason
Reduce a number of disease they provide them goat cheese products to aits new customers in
a target market so their life of people becomes healthiery ,secured and make them feel
happiery. The main focus of Delamere is to introduce Goat cheese by keeping customers taste
and preferences of new target market. to satisfy customer needs and desire .They also wants
to keep them entertained for hours Bby usagese of some creative ideas they keep their
customer entertained and reduce number of diseaseduce number of disease the people are
suffering from such as such as Asthma and Demystifying Gluten etc.

2.
Delamere Dairy objectives achieved by launching a new product in a new target
market so there are various option available to the company so for expanding its business
wants to achieve its objectives and launch a new product in a new country there are five
countries China, Brazil, Nigeria, Russia , Vietnam countries option available there are five
countries where a company can exapnd but they choose only one country which is suitable
for launching a new productof them, so they expand their business in any one of this country
( Han, Nunes, and Drèze, 2010). Selection a suitable country for a new product launch
company needs to analysis, so they hire a expertise to analyse countries demand and supply,
customer buying behaviour, life style of peopleof any one country need expertise to analyse
CBVNR countries taste and preferences, habits, life style and consumption as well as
production level is need to be analyse in each country, so they introduce new product Goat
cheese in that particular country a marketing manager of a Delemare company analyse
which are as follows- discussed below-
China – China has the lowest consumption level of dairy products in 2003 due to high
price ofin the dairy products.( Berthon,Plangger and Shapiro,2012). China is well known for
its nutritional and healthy food but due to there is a lack of technology for this reason the
consumption level of dairy products decrease. But in modern technology world Now there is
a significant change in the level of consumption that goes in upward direction. that will be
increase of dairy products due to Ddramatically change in the environment and technology
advancement ,so the production and consumption level now becomes doubled.
Brazil – Brazil country produce and manufacture the dairy products due to low cost
and easy availability of resources are steel cans, Milk and sugar. It is a sugar. The Brazil is a
competitive country and the consumption and production level of dairy product is now
growing very fast in these now a days. It gives an opportunities and a new platform to the
newcomer for to expanding its business in this its country ( Hughes, Martin, Morgan and
Robson,2010 ) .The demand for dairy product by Brazil consumers are increased because
people are more concern about their health they cannot digest lactose.
Nigeria- Nigeria is that a country where there is a huge demand of dairy product and
it does not produce Milk product in Nigeria country the consumption and production level is
very low, so they import dairy product from various countries to satisfy their needs and wants
in its countries. It is big opportunity for the new entrepreneurs to expand its business and
fulfil the requirements solve the problem of Africans People needs there is a huge demand
dairy product like Cheese, ice cream etc. in that country. .

Russia- Russia is a country where its social and economic conditions are uncertain so
doing business in that country is not very much successful. There is nNumber of reasons that
forcealso that force a a businessmen not to invest in Russia country due to are high cost of
market entry, general difficulties to conduct and expand business.
By analysing these countries china , brazil , Russia , Nigeria countries conditions in
terms of consumption and production level, the availability of resources , demand and supply
of dairy product in that particular country(Hultman, Katsikeas and Robson,2011 ). It help the
Marketing manger of helps the Delamere Dairy to choose a suitable country.analyse these
factor in each country .By analysing various countries factors it gives an idea to its marketer
so theyto expand its business by launching a new product that is a Goat Cheese dairy
product, so they choose Nigeria country by analyse various factor of countries it is a suitable
for a goat cheese product because there is huge demand of milk product in African countrys
consumers anddue to there is low production of dairy products in its country so it give anis a
better opportunity toy for the Delamere Dairy to expand its business so they increase in its
sales and large revenue generated from that country. revenue. Delemare dairy satisfy
consumer needs and wants( Majaro,2013). On the other hand Brazil country is another option
to launch a new product because that country produce dairy products at low costthere is low
cost availability of dairy products but there is are already a branded dairy company
established so it create problemthere is a Difficulty for the new entrepreneurs to establish it
business.
3.
To establish or expand a business in a new country by launch a new product and
develop a new product in that particular country it is a essential for the marketing manager to
make a market plan,there are variousis a international marketing strategies available.
Delemare Dairy introduce a new product that is Goat cheese in the target market for
marketing of these product a marketing manager wants to introduced a Goat cheese product
they have to first make a international marketing plan by using market segmentation
strategies to target Nigeria country market that in the Nigeria country which are as follows-
Segmentation – Market segmentation is divided on the basis of income, sex , age , income
level , taste and preferences and buying behaviour of consumers in similar characteristics,so
it becomes easy for the business to put all efforts in that particular segmented area by
promoting products. Delemare dairy deliver information about Marketing its product in

various place are schools, collages, and public places it improves the per capita consumption
of milk products in Nigeria. As we see that youngsterspeople of youth and children are very
crazy about Cheese products they use Cheese in food are sandwich , pizza and daily food
items they consume. onOn the other side the older people are very more concern about their
health. So its gives an opportunities to Delamere dairy to provide healthy food products in
African country like Nigeria so the life of that people becomes healthier and secure for a long
period of time( Jaideep,2016.,2016). They also advertising in that area byBy using
promoting tools , discounts offering for advertise a product in that particular segment market
in a similar characteristic. , market can be segmented aAccording to the income level and
geographic area and region is divided in North west, South- South , South west and North
east for expanding itst so they expand their business in that particular geographical where
there is a huge demand of dairy product.
Target – Target means put their efforts on that particular target market area are geographic
and demographic.where market is segmented on the basis of geographic and income level,
age, sex etc. It helps the company to utilise optimum level of resources in that particular
target market Company wants to save its time and resources they target on that particular
area so there is a lack of wastage of resources, energy and time( Webb, Ireland,Hitt, Kistruck
and Tihanyi,2011). Various promotional tools are available for advertising new products. So
the Delamere Dairy promotemarket their new product is a goat cheese so they target
geographic as well as demographicin that particular area where it is segmented by marketing
manger( Terpstra, Foley and Sarathy, 2012.). They put their all efforts such as advertising ,
promoting tools in various schools , collages, public place in geographic area and region
aresuch as North west, South - South , South – west and North East of goat cheese to all
children, mother , youngstersuth as well as old generation diseases are prevent by reducing in
theirpeople to prevent their cholesterol level and removevarious disease they are suffereding .
Positioning – Positioning means a company can create a brand image in the minds of
customers by providing innovative product for gain customer trustso they gain trust regard to
deliver brand productproduct in the minds of customer. They sell those product in which
customers feel healthier and secure for that particular product( Steenkamp and de
Jong,2010.). So the Delemare Dairy can create image in the minds of Nigeria consumers by
delivery y Marketing and produce Healthier and unique product in that market segmentation
and target in that particular area that result it will make positioning of news product.

4.
International Market segmentation is a best marketing strategies while make a
marketing paln so every company create a brand image in the minds of particular target
segmented area. plan marketing every company market their product on that particular
Segmentation area and target as well make product positioning( Sousa and Filipe Lages,
2011). Company choose this strategies to It minimize resources and time so they put their
business as well as marketing strategies ,communication process, procedure in that particular
target market. Delemere Dairy marketing manager make a marketing plan by using market
segmentation strategies on the basis of customer's dairy product taste and preferences, income
level and age groups for fulfilling and in that area to achieve organisationits objectives.
Company deliver its provide the Nigeria consumers Goat cheese dairy product to fulfil the
African consumers demand because there is low production of dairy product in the Nigeria
country( Sheng, Zhou and Li,2011). Delemare Dairy have an opportunity to achieve its
objectives by fulfillfment African consumers demand that will be result turn into that they
will achieve its objectives by providing goat cheese in particular target market and make lives
of the people in Nigeria healthier and long survival (Powers and Loyka, 2010).By using
market segmentation strategy it help the marketing manager to make market plan so it helps
us to achieve overall organisational objectives. It also help to advertise itstheir product by
using various promotional tools and transfer product information with the help of marketing
segmentation strategies in that particular geographical area as well as according to the taste
and preferences of consumers , income and age groups of consumers in particular target
market( Papadopoulos and Heslop,2014). Delemere Dairy expand their business and
promoting its products in that particular area so there is a lackess wastage of raw material ,
time and energy in advertising the product instead of information deliver information in that
particular area where there is no demand of dairy product. So, consumers so the marketing
manager make their plan according to market segmentation of Nigeria country for the Goat
cheese product .
5.
A company wants to launch a new product into nigeriathe market they have to decide
and plan to offer and then generate sells in that particular target market but for the new
product it is not very easy for business man to take place in the market but there are various
steps they shouldwill follow to achieve its objectives and goals( Özsomer,2012). So the
Delemare Dairy use these step by launching aof new product in the Nigeria country the
following steps are as follows-

 Study your competition –There are lot of schools who teach and provide knowleadge
about marketing in a classroom so it help them tovarious marketing class who helps
and teach how to use or analyse and make a list of its competitor product's marketing
mix strategies in that particular country where they offerproduct for a company so it
can be analyse by look at their competitor and make a list of that particular company
that offer same type of product. If company wants that its product become a unique
image in the minds of customers( Navarro, Acedo, Robson, Ruzo,and Losada,201).
For this reason they use various promotionla tools are will usage ofe ads, brochures
etc. and evaluate them with theion of that particular product with that competitor
products that so it help the company to create a brand product that leads to tends to
increase in its in strength of that company. So the Delemare Dairy can analyse and
create a unique taste of goat cheese product from its competitor that helps them to
strengthen and achieve its objectives on that particular area inare Nigeria country.
 Target the ideal customer-If the company wants to launch a new product in that target
market with minimum cost and financial outlay so theyand make a prospectus(
Meissner, 2012). Company should target ideal customer so they can access and easy
reach at company'syour product easily and the satisfy customer can automatically
customer buy similar product and praise the company for itstheir additional benefits.
The best product is only one who satisfy customer needs and desire with the number
of benefits of its service that what you offer to that target market andand it becomes
easier for the company to create image in the minds of consumer.
 Create a unique value proposition- A company must understand what they offer to its
they target customers that is apart from the dairy product competitor( Majaro,2013. ).
So they can take advantage in that particular target area where you offer your dairy
product and a marketerbusinessmen also make its marketing plan a plan in which it
gives all answers about product. The question mainly arise why the consumer buy our
product and what special quality in its products? Sso they will offer better feature and
benefits in a of that product so customer are highly satisfied. the desire and needs of
that target market requirements fulfil.
 Define you marketing strategy and tactics – After decide of unique value proposition
company they will aslo define its marketing strategy and tactics in this stage. Tthey
have to choose and decide marketing channels and how these help a company toyou
market itsyour product. Company use various channels are by using catalogue or
through dealers and internet etc(Kim and Hyun, 2011) .The Delemare's marketing

manager use generally multichannel to achieve its objectives and goals. Iif the
customer wants to spend more or less timefor in searchingthat product they use
strategy according to that customer buying behaviour. Ssuppose a customer not spend
much time on that product they use those strategy inof marketing i is that they use low
cost.
 Test you concept and market approach- While By launching a new product a public
relations helps and play a vital role so a company can use various tactics by placing
articles and interviews . We have to make sure that our product is completely
available to sell into the market in order to maximize returns from the target market
and monitor the result and find out that the strategy( Kaleka, 201). To find out that the
Oobjectives are to be achieved in that particular area or not and it is our product
expand business in that particular target market or not.
 Know your product life cycle-In this stage a in which the new product is launch and
updated according to the situation and it is a right time where the product can be
revise and monitor properly and lay down in the target market to launch the new
product in that particular target market.
6.
International marketing helps in generate value in the product at global level by using
marketing mix there are 4p’s of marketing that helps the marketing manager to generate value
to its business so the Delemare Dairy can generate there new product that is to be introduced
in the Nigeria market by using international marketing mix which are to discussed as follows:
 International Product strategies – An international product strategy decisions are
related to business’s product that take place in the international marketplace, the
decisions regarding to product takes various forms such as product lines that deliver
in that particular target market and decisions on particular product that company to
sell in the new market are standardisation or customization of new product( Jean,
Sinkovics and Kim, 2010). So the policy of product strategy is that they generate the
core value of the international marketing mix strategy and it helps to satisfy customer
needs and wants in that particular target market product involve two type of elements
are tangible and intangible but the Delemare dairy use tangible product so it is
physical properties involve in which include design , packaging , branding and
various features that attract the customer to buy only that particular product and
attached a support services such as support services.
International marketing strategy is that there are various alternatives that help the

business or marketing manager of that company to approach in international market are
extension of that product in local country and expand its business in foreign country where
there is huge demand and less competitor for same product, modification, invention, make
product design flexible with this the minimization of cost is necessary according to the
customization( Huang and Sarigöllü,2014). So the Delemare dairy adopt standardisation
process adopting and produce the product in the Nigeria market and add overall cost of
producing the product such as goat cheese product.
 International promotion strategy- As with the international product decisions strategy
can promote their in that particular target market by using various promotional tools
to communicate message about that particular product by using better distribution
channel by using campaigns of dairy products it can be done smartly so the customer
come to product ( Han,Nunes and Drèze,2010).FMCG company mostly use sales
promotion by promoting its sales in that market at ground level and it also promote by
using television , seminar and workshop it help the dairy product to make a marketing
strong that help the Delemare Dairy to bringing a goat cheese marketing in that
particular target market .
 International pricing strategy – Pricing is a very most important decisions that are
taken by the marketing manager( Ghauri and Cateora,2010.) .Consumer are more
concerned about the price of product but they are not much more concern when it is
necessary for the consumer they have to buy at whatever the price of product is given
in that area , taste and preferences are also main concern about that particular product
if the product gives the customer a better standard of living and life and enhance their
life and make their life healthy and secure they will pay high for that product but only
high and low income groups of people prefer that product( Czinkota and Ronkainen,
2013 ) . Delemare dairy can pricing its goat cheese product in Nigeria country
according the customer preferences and taste as well as their needs for that particular
product also as we already study that in Nigeria country there is huge demand of dairy
product due to lack of product in that country so if Delemare wants to expand it
business from UK to Nigeria country it will make their pricing decisions according to
the demand of African customer as we see that Delemare have a opportunity to
expand it business and also generate revenue from African customers by providing
them a new product a goat cheese in that market so the marketer make their price
according to the income level groups of people according to the geographical area that
the market segment for marketing the product they can put high price on goat cheese

product because there is huge demand of African customers for dairy product they
will pay high for that product that will result turn into that they enhance their standard
of living and make their life better and healthier .
 Place –Place where the final goods are deliver on that particular target market by
using various channels of distribution such as one , two or more than two channel(
Colton,Roth and Bearden,2010). So the Delemare Dairy can use various channels
such as warehouse clubs, convenience stores and grocery stores by distributing their
product are Goat cheese product in the Nigeria country.

 7.
Company use various promotional tools for advertisement of new product launch into
the new market area it requires a money to spend on that marketing plan so there is a need to
plan budget for the promotional tools. Delemare dairy company analyse their budget for
promotional tools to launch new product Goat cheese dairy product in the Nigeria market at
least for the one year( Berthon, Pitt, Plangger and Shapiro,2012) . The marketer spend 189.06
million on the various ads in the television on the Nigeria country and it represent amount
31.9%of the global market this is so higher as compared to other countries are china, Russia,
Vietnam, British country( Cateora, Gilly and Graham,2011) . They also offer discounts,
coupons in order to keep customer attract towards dairy product it continue to make them
aware about its products as far as coupons and discounts promotion it is affordable for the
company and customer are attract towards dairy product and satisfy the target market
customers and market research of that country also needs money which is spend by the
company.