Kickerco's Expansion: Developing an International Marketing Strategy

This report provides a comprehensive analysis of international marketing strategies, focusing on the case of Kickerco, a company aiming to expand its business globally. The study covers essential aspects such as market research requirements, justification of a business case for international marketing, and the various risks involved, including operational inefficiencies, political risks, and legal risks. It explores different methods of international marketing, such as exporting, licensing, franchising, and joint ventures, and examines how financial and pricing issues can affect international operations, considering factors like government intervention, inflation rates, and purchasing power. Furthermore, the report analyzes the features of international markets, operational considerations for developing an international marketing strategy, characteristics of such a strategy, and the legal implications associated with its development and implementation. Finally, the report also discusses the impact of local customs, culture, language, and ethical considerations on marketing communications, the role of technology in international marketing, and the implications of globalization on communications.

International
Marketing

Contents
INTRODUCTION...........................................................................................................................4
TASK 1............................................................................................................................................4
Analysing market research requirements for international marketing.........................................4
Analysing justification of business case for international marketing..........................................5
Analysing risk that must be considered for international marketing...........................................5
Analysing different methods of international marketing.............................................................6
Analysing the way in which financial and pricing issues may affect international operations...7
TASK 2...........................................................................................................................................7
Analysing features of international markets................................................................................7
Analysing operational consideration that should be taken into account when developing an
international marketing strategy..................................................................................................8
Analysing characteristics of an international marketing strategy................................................8
Analysing legal implications associated with developing and implementing international
marketing strategy........................................................................................................................9
Analysing international marketing strategy for the company....................................................10
CONCLUSION..............................................................................................................................11
TASK 3..........................................................................................................................................12
INTRODUCTION.........................................................................................................................12
Analysing the way in which local customs, culture, language and ethical considerations may
affect marketing communications..............................................................................................12
Analysing role of technology in international marketing communications...............................13
Analysing the implications and requirements of different sales and marketing communication
strategies....................................................................................................................................13
Analysing globalization and its impact on communications.....................................................14
CONCLUSION..............................................................................................................................15
REFERENCES..............................................................................................................................16

INTRODUCTION
International marketing refers to process of trading goods and services from one country
to another. It help companies to expand their business internationally as well as increase their
sales and customers in effective manner (Adel, Mahrous and Hammad, 2020). This makes
company in order to earn maximum profit as well as become more competitive for their
competitors in effective manner. International marketing strategy refers to method or plan of
action which help company to sell their offerings in another country in effective manner. For
this report, selected company is Kickerco which has been trading nationally for many years and
they want to start trading internationally.
The report cover market research requirements, business case and considerable risk for
international marketing. It further describe different methods and affects of financial and pricing
issues on international marketing. It also analyse features of international markets, operational
consideration for developing an international marketing strategy and its characteristics as well as
legal implications.
TASK 1
Analysing market research requirements for international marketing
International marketing refers to process of trading goods and services internationally. It
provide effective opportunities for the companies in order expand their business and earn
maximum profit from it. International marketing research refers to a systematic record of
gathering and analysing data which relates to problems affecting marketing of goods and
services internationally. Market research requirements for international marketing are described
below:
Professional skills and expertise- Employees need professional skills and experience in
order to collect proper information about international market through research for helping
companies to trade internationally (Asseraf, Lages and Shoham, 2019). They help companies for
expanding business by providing proper information about international market.
Adequate funds- International marketing research need adequate amount or funds in
order to do research about international market effectively. This funds helps them to perform
various activity needed to do research of international market.

Effective research methods- In order to get proper information about international
market an effective research methods is to be select by the company. This helps market research
team to get effective information about international market where company wants to expand
their business internationally.
Analysing justification of business case for international marketing
Business case refers to a explanation for undertaking a programme, project or portfolio. It
analysed cost, risk and benefits of different options and provide proper explanation for the
desirable answer (Ferraris, Del Giudice, and Cillo, 2019). Justification of use of business case
in company for international marketing are discuss below:
 Company use business case for international marketing in order to get proper explanation
about international market. This helps company to make proper decision in order trade
their goods and services in international market in effective manner.
 It analyse different market strategy or methods for trading internationally along with their
costs, risk and benefits. It describe the cost needed in different marketing method, how
much risk involved in it and the opportunities provides the company in order to trade
internationally.
 It help companies in order to choose effective strategy or method which is less risky and
costly as well as provide various benefits in order to trade internationally. It make
company to analyse effective strategy which helps them to increase their sales and
maximum profit from it.
Analysing risk that must be considered for international marketing
In order to trade internationally companies faces many problems. It is important for the
company to analyse risk that may create problems for the company in order to trade their goods
and services in foreign countries in effective manner (Gkarane, Efstratios-Marinos and
Vassiliadis, 2019). It makes company effective in order to handle any changes that may arise in
future in order to trade internationally. Risk that might be considered by the company for
international marketing are discuss below:
Operational Inefficiency- If a company want to expand their business in another
country, its operational inefficiency creates problem for them. It makes company to faces various
loss due to inappropriate quantity of products. It is important for the company to make their

operational efficiency most effective in order to fulfil demand of their national and international
customers.
Political Risks- In international trading company faces many problems due to influence
government and their rules and regulations effectively. Government instability, trade barriers,
rules and regulation of a particular country where company want to expand their business
(Gomes, Sousa and Vendrell-Herrero, 2020). A company should analyse first country's
government stability as well as their rules and regulations in order make their trading most
effective.
Legal Risks- In many countries their legal laws are not effective and creates problem for
the company. Legal laws is different in different countries so, company should analyse country's
laws in order to expand their business in another country and earn maximum profit from it.
Analysing different methods of international marketing
Companies wants to sell their products and services in another country, different methods
are available in order to perform international marketing. These methods are discuss below:
Exporting- It refers to selling or shipping products and services directly to the company
in effective manner. Many company choose exporting in order to expand their business in
another country because it less risky and has a least impacts on company's HR management.
Licensing- It refers to an agreement in which a company allows foreign company in
order to use their intellectual property that is patent, trademark, copyrights and production
process. It is usually for certain period for which company receives royalty amount in return of
it. It contain some risk and least profitable method in order to expand business internationally.
Franchising- It is like licensing, it allows foreign company in order to do business using
their name in their country (Handayani and Ardini, 2018). It also make agreement which
describe proper guidance in order to operate business using name of other company as well as it
also describe rules and regulations that might be considered important for both the company.
Joint Venture- It refers to a combination of two or more companies of different
countries in order to get mutual benefits from it. In this each company of different contribute
assets, share risk , owns the enterprise according to their ratios or contribution in the company. It
require great commitment from the foreign company because it is more risky and less flexible
than other methods of international marketing.

Analysing the way in which financial and pricing issues may affect international operations
In order to operate business internationally for long term, a company should have
appropriate amount in order to fulfil their customers demand and operate other function in
another country in effective manner. Way that affect international operations of a company due
to financial and pricing issues are discuss below:
Government Intervention- Countries laws are directly and indirectly affects prices of
company's product and services (İpek, 2020). In most of the country government plays a major
role in products pricing. It creates problem for the company in order to operate their functions in
another country in effective manner. It makes company to charge different price for their
products in different country.
Inflation rates- Inflation rates of foreign country is also great issue of pricing in
international marketing. Countries where inflation rates are uncontrolled, sets prices of the
products as well as controlled costs create problems for the company in order to expand their
business in effective manner. Company should purchase raw material from low cost suppliers,
decrease credits, improve and modify packaging materials in order to sell their products in
another country in better manner.
Purchasing power- Different countries have different purchasing power, this affects
pricing of the products of the company (Jiménez-Asenjo and Filipescu, 2019). It makes company
to charge different price in different country because they spend much amount in wages,
transport, etc. In order to earn maximum profit company charge less amount from those country
whose purchasing power is high and high amount from those countries whose purchasing power
is low.
TASK 2
Analysing features of international markets
International market refers to a place of foreign country where company sell their goods
and services in order to earn maximum profit from it. It provide various opportunities to the
company in order to operate their business in her country in effective manner. In context of
Kickerco, features of international markets is describe below:
Dominance of MNCs and Developed countries- MNCs play a vital role in order to
increase globalisation in all over the world. Dominance of MNCs and developed countries create

great opportunities for the company who will expand their business in another country in
effective manner. In respect of Kickerco, dominance of MNCs and developed countries in order
to trade internationally provide various opportunities to them.
Large scale operations- In international marketing companies conduct its operation in
large scale basis in order to increase their sales and maximize its profit in effective manner. It is
to be done on wholesale basis where companies sells their product directly to the company not to
the customers. In regards of Kickerco, its provide advantages of scale operations such as
handling, transportation and warehousing in order to trade internationally in effective manner.
Analysing operational consideration that should be taken into account when developing an
international marketing strategy
If a company doing well in home country and earn maximum profit so, they make
decision to expand their business in another country in order to increase their customer and gain
competitive advantages. In order to expand their business in another country, it is important for
the company to analysed some basic operational considerations (Lupoi, 2017). In case of
Kickerco, operational considerations that should be taken important for developing international
marketing strategy are discuss below:
Culture- It is important for the company to determine cultural difference in order to
make their business successful in another country. Companies need to invest some significant
energy and time in order to understand the culture of that country where it want to expand their
business. In accordance with Kickerco, it is important for them to analyse cultural differences in
order develop effective international marketing strategy.
Legal and regulatory barriers- Companies should be flexible enough in order operate
effectively with another country laws, guidelines and regulations. It is important for the
company to identify legal laws and regulatory guidelines of another country which may create
problems for the company in order to operate their business in effective manner (Melewar,
2017). In account of Kickerco, legal and regulatory barriers of another country create for them in
order to operate their business at international level.
Analysing characteristics of an international marketing strategy
International marketing strategy refers to a action plan which is need to be considered
important for the company in order to expand their business in another country in effective

manner. In context of Kickerco, characteristics of an international marketing strategy are
described below:
Professionalism- International marketing strategy is professional in nature because it
help company in order to operate their business in another country in effective manner. In respect
of Kickerco, professionalism nature of international marketing strategy help them in order to
become successful in international market.
Time oriented- International marketing strategy is time oriented which makes
companies to complete their task in certain limit of time (Mohtaram and Movasagh, 2018). In
regards of Kickerco, it provide proper guidelines which makes company to achieve their goals in
effective manner. It assist them for completing their task on time.
Decision making- It is an important nature or characteristics of an international
marketing strategy. It help companies in order to take decision in international market by
providing relevant and effective information to them. In case of Kickerco, it helps them for its
decision making process in order trade internationally.
Risk oriented- International marketing strategy help companies by measuring risk that
may occurs while trading internationally. In accordance with Kickerco, it help them by analysing
risk that create problem in order to operate their business in another country.
Analysing legal implications associated with developing and implementing international
marketing strategy
Legal implications refers to a results of a company in order to operate their business
according to company's law. Legal laws and regulation of another create problems for the
company in order to operate their business in effective manner (Najmaei, Mansori and Raueiser,
2017). In account of Kickerco, legal implications associated for developing its international
marketing strategy is described below:
Legal structure- Legal laws in many country are very protective and terminating in
nature which create difficulties for the company in order to trade internationally. In many
countries their companies has a full control on their countries employees, distribution channel
and customer relations. These control makes their legal structure expensive as well as difficult in
order for another countries companies. In context of Kickerco, taxes and employment laws of
another company are to taken important in order develop their international marketing strategy.

Protecting companies intellectual property- In many companies their intellectual
property are valuable assets for them. Laws and courts of other country render strong protection
on trademarks, copyrights, patents and other intellectual property rights of the company. In
respect of Kickerco, it is important for them protect their intellectual property rights in order to
develop international marketing strategy in effective manner.
Analysing international marketing strategy for the company
Different types of factors affects companies in order to trade internationally so, they
develop international marketing strategy for getting success. In case of Kickerco, two type of
international marketing strategies are discuss below:
Individualized marketing strategy- In this type of strategy companies focus on each
and every aspects of targeted market in order to get proper information about them. In
accordance with Kickerco, if its marketing team uses this strategy they have to focus on two or
three countries in order to get proper information about them.
Global marketing strategy- In this type of marketing countries, companies promote its
brand globally by ignoring all the differences between another countries (Rezaee, 2017). This
strategy is used in all over the world in which companies market their products and brand
globally. In account of Kickerco, if its manager uses this strategy they promote their products
and brand in all over the world.
From the above description, managers of Kickerco, use global marketing strategy in order
to trade internationally. It helps them to get success in its international trade by reducing costs
and attracting customers from all over the world.

CONCLUSION
From the above mentioned report, it is concluded that international marketing help
companies to expand their business in effective manner. For conducting international market
research professional skills and expertise, adequate fund and effective research methods are
required. Operational inefficiency, legal and political risk create problem for the company in
order to trade internationally. Exporting, Licensing, Franchising and joint ventures are the
important method of international marketing.

TASK 3
INTRODUCTION
International marketing allows companies in order to trade their product and services in
other region. Marketing communication in international marketing refers to a method in which
companies communicate with their potential customers in order to promote their product and
services in effective manner. For this presentation, selected company is Kickerco and it want to
trade their offerings internationally.
The presentation covers description of international marketing communication, role of
technology and requirements of different sales and marketing communication strategies along
with concept of globalization and its impacts on communications.
Analysing the way in which local customs, culture, language and ethical considerations may
affect marketing communications
Marketing communication refers to a method which is used by the company for
interacting and communicating with customers in order to trade or promote their products and
services in relevant manner. In respect of Kickerco, affects of local customs, culture, language
and ethical considerations that affects its marketing communications is described below:
Language- Different language in different countries create many problems the company
in their international trading process. In regards of Kickero, it is important for them to have
knowledge about many other language in order to advertise their brand and offerings in another
country effectively.
Local Customs- In many countries their local customs create problems for the company
in order to expand their business in another country. In case of Kickerco, its managers should
develop their marking campaign which does not affects local customs of another country.
Culture- It is important for the company to advertise their products according to culture
of another country in order to easily influence their potential customers. In accordance with
Kickerco, its manager should follow cultures of another country in order to get success from it.
Ethical considerations- Principles and values are different in different countries, it
creates problems for the company to expand their business in another country. In account of
Kickerco, it is need to be analysed first in order to trade internationally and communicate with
their potential customers in effective manner.

Analysing role of technology in international marketing communications
Technology is a important factors for companies in order to advertise their product and
services or brand in effective manner. It help companies to increase their growth and become
more competitive for trading product and services in another country. In context of Kickerco,
role of technology in international marketing communication are discuss below:
Improved communication and increased productivity- Technology help companies in
order to improve their communication method for interacting and communicating with their
potential customers in effective manner. This makes company to increased their productivity in
order to achieve their goals in effective manner. In respect of Kickerco, technology helps their
marketing team to promote their offerings in effective manner.
Reduce cost- Traditional method takes more cost and time in order to advertise products
and services of the company. Technology helps companies to interact and communicate with
their potential customers in another country by investing least cost and time. In regards of
Kickerco, technology help reduce their cost in its international marketing communication.
Increased customers- Technology help companies to increased customer by advertising
their product and services in all over the world in effective manner. In case of Kickerco, its helps
them to increased their customers in order advertise through digital technologies.
Analysing the implications and requirements of different sales and marketing communication
strategies
Marketing communication strategies are different methods used by the companies in
order to convey their message or information in attractive and unique manner to their potential
customers exist in national and international market. In accordance with Kickerco, implications
and requirement of different type of sales and marketing communication strategy are discuss
below:
Advertising- It is a powerful marketing communication strategy, which helps marketing
team of Kickerco in order to communicate with their customers in international market. It is
important for them to use different kinds of advertising media in order to attract more and more
customers in effective manner.
Public relations- It help Kickerco by creating brand awareness in between their
customers. It advertise their products and services by communicating with customers in most
effective manner.

Sales Promotion- Marketing team of Kickerco uses various aspects in their sales
promotion in order to make its marketing communication most effective. Discounts is most
effective sales promotion strategy which helps them in order to attract more and more customer.
Online Media- In today's world many companies uses online media as their marketing
communication strategy. Marketing team of Kickerco uses digital marketing campaigns in order
to advertise their brand and offerings in effective manner.
Analysing globalization and its impact on communications
Globalisation refers to a process in which countries are interconnected with each other in
order to exchange goods and services. Globalisation impacts positively as well as negatively
marketing communication strategies of companies. In context of Kickerco, its impacts on its
marketing communication strategy is described below:
Positive impacts-
 It provide free trading opportunities in between many countries to them in effective
manner. It allows them in order to invest in another country as well as interact with more
customers. It helps them to share relevant information about their product and company in another
country by communicating with potential customers.
Negative impacts-
 Rules and regulations create problems for them in order to communicate with potential
customers in globalisation.
 Different language and cultural of another country also create problems for them in order
to communicate with customers in effective manner.

CONCLUSION
From the above mentioned presentation, it is concluded that international marketing
provide various opportunities to the company in order to trade internationally. Language, local
customs, cultural and ethical consideration of foreign market create problems for companies
marketing communication. Technology help companies in order to increased their productivity,
improved communication, increased customers and reduce cost in order trade internationally.
Advertising, sales promotion, public relation and online media are different type of sales and
marketing strategy.

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