Geolytix Marketing Strategy and Plan: SME Global Expansion in APAC

This report outlines Geolytix's marketing strategy and plan for global expansion, focusing on the Asia-Pacific region. It begins with a market overview of ASEAN countries, highlighting economic growth phases, GDP rankings, and retail sales trends. The report identifies key competitors and discusses the transition to omnichannel retailing and foreign direct investment in the region. It details Geolytix's mission, objectives, and marketing mix, including product, price, place, promotion, people, processes, and physical evidence. The strategy aims to leverage Geolytix's expertise in retail location analysis to establish a strong presence in Malaysia, Indonesia, and the Philippines, supported by their UK team and a new web application. The report concludes by emphasizing the importance of adapting to the dynamic market conditions and competitive landscape to achieve sustainable growth.

Running Head: Marketing Strategy and Plan
Geolytix
Marketing Strategy and Plan

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Table of Contents
Introduction......................................................................................................................................2
Market Overview.............................................................................................................................3
2 (a) Economic Growth Phases in ASEAN.................................................................................5
2 (b) Top ten Markets Worldwide in terms of GDP....................................................................6
2 (c) Growth Leaders in the region..............................................................................................6
2 (d) Global retail Sales...............................................................................................................7
2 (e) Competitors.........................................................................................................................9
Perceptual map...........................................................................................................................10
2 (f) Retailing in Transition.......................................................................................................11
2 (g) Movement to Omni-channel Integration...........................................................................12
2 (h) Foreign Direct Investment in ASEAN region...................................................................12
Mission of Geolytix.......................................................................................................................14
Objectives of Geolytix...................................................................................................................14
Marketing Strategy........................................................................................................................15
Marketing mix............................................................................................................................16
Product....................................................................................................................................16
Price........................................................................................................................................16
Place.......................................................................................................................................17
Promotion...............................................................................................................................17
People.....................................................................................................................................17
Processes................................................................................................................................17
Physical evidence...................................................................................................................17
Conclusion.....................................................................................................................................19

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References......................................................................................................................................20

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Introduction
Geolytix is SME engaged in providing business-consulting service and it was formed in 2011.
Since their establishment, it has marked its presence in the business consulting service industry
across the global market. Their primary activity is to help their clients in order to select the most
suitable location for setting up the business or for expansion of the business. Apart from this,
they also provide services in relation with acquisition of companies, optimisation of stores and
amending the policies concerning matching up with the requirements of the market along with
the attainment of set goals and objectives (Geolytix, 2017). Ultimately, Geolytix plays the role of
marketing team, which analyses the data from across the globe in order to help provide sufficient
information to its clients through which they could expand or establish their business in the
desired market. Geolytix mostly deal with multinational companies and some of their clients are
Wal-Mart, Marks & Spence, John Lewis, etc. Currently, organization is rendering its services in
UK’s market, Blair Freebairn is the Head of UK analytics team at Pitney Bowes, and he is
responsible for building models for UK retailers for 15 years.
In 2017, ASEAN (The Association of Southeast Asian Nations) completed 50 years. This body
faced various challenges and conflicts in initial days of 20th century, which makes the completion
of 50 years for this body a unique achievement. Initially, Indonesia, Malaysia, Philippines,
Singapore and Thailand were the major members of ASEAN and by the year 1967, Brunei
Darussalam, Vietnam, Lao PDR, Myanmar and Cambodia also becomes the member of this
body. Currently, it is the sixth-largest economy across the globe which has successfully faced
Asian Financial Crisis of 1997 and Global Economic Crisis of 2008-09. Along with these
achievements, ASEAN has done remarkable job in enhancing living standard of people who
were belongs to the below poverty line and it has also managed to balance the economic growth.
After getting success in UK market, organization is planning to launch its services in other
regions of globe with objective of business expansion as well as for purpose of enhancing their
sales, revenues, profits and market share in the global market. Concerning this, organization has
chosen Asia-Pacific region and amongst this region, mainly Malaysian, Indonesian and
Philippines’ market will be focused in order to expand their services (Willer & Lernoud, 2016).
As Geolytix deals with multinational companies, thus, this report will analyse market overview

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of the selected countries in order to analyse the scope of the consulting services in the selected
countries. Along with this, the report will also analyse the competitors present in the industry and
strategies adopted by them for attaining sustainable development and growth through which
appropriate marketing and promotional activities could be executed in order to enhance
organizational performance in the target market. Next part of the report will also focus over the
mission, objectives and marketing strategy for introducing organizational App into the Asia-
Pacific region to build up the connection with the multinational as well as local companies so
that they could also avail the organizational services.
Market Overview
Reviewing the past growth of economy of Asian countries, future GDP of ASEAN is forecasted
to $5.2 Trillion in 2025 which was just $2.4 Trillion in 2005. The major reason behind this
growth is ongoing implementation of AEC. Asia-Pacific region has sufficient workforce,
abundant natural resources, trade and commerce and favourable geographic locations which will
help it to stand on the fourth position market after Europe, US and China by the end of 2030.
Apart from this, it has also been observed that ASEAN would be single market and large
production base in future years due to huge economic integration. This will encourage free
movement of goods and services as same as the European Union. Ultimately, this will help all
the countries of ASEAN to grow and move towards being developed countries along with
enhancing their economic growth levels.
The transformation in Europe has begun to deal some impacts to the Asia-Pacific region.
However, these impacts vary from one region to other due to complex geopolitical conditions
and dynamic strategic management. In this regard, political confrontation and conflicts remain
unresolved. Asia-Pacific region is one of the fastest growing regions across the globe and
business conditions are quite favourable in the countries of this region. Along with this, trade
policies and the regulations imposed in this region attracts international companies to establish
their businesses in this region with regards to the attainment of growth and development related
objectives (Scarborough, 2016). Cambodia, Indonesia, Malaysia, Myanmar, Philippines, etc. are
some of the major countries in this region. Various multinational companies have already set up
their presence in this region with the objective of business expansion as well as to enhance their

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market share and numerous are waiting for the right opportunity so that the desired goals could
easily be accomplished. Geolytix is one of those companies who render business consultancy
services to multinational as well as to the local companies in order to expand their business in the
target market. Along with this, Geolytix also provides network security, location planning,
omnichannel retailing and spatial modelling services. By availing the services, organizations
such as Wal-Mart, Marks & Spencer, etc. have expanded their business in various global parts
(Lauer & Houtenville, 2018).
Figure 1: Annual GDP of Asian market
In terms of Wal-Mart, Geolytix has provided complete overhaul of new store by forecasting the
market conditions along with analysing the market spaces available in the target market so that
business could be expanded. After analysing these aspects, organization has developed effective
set of strategies through which the plans could be implemented in order to attain the set goals
and objectives. Organization has analysed business requirements of their clients and then design
an appropriate IT system so that the tasks could be accomplished in an effective manner. With
the help of user front-end framework and team coaching and monitoring frameworks,
organization provides relevant information to the business so that they could accomplish their set
goals (Rowles, 2017). Geolytix regularly monitor execution of their clients in order to obtain
positive results. Along with this, their strategies help the organization to reach to the desired
location along with helping its clients to invest wisely for the betterment of organization.

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Figure 2: Service grows outside APAC
2 (a) Economic Growth Phases in ASEAN
(Source: PWC, 2018)
The above figure shows continuous improvement in the GDP rate of ASEAN region. From 1967
to 2017, the whole region has attained huge economic growth. This lap of 40 years has given

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various essential resources to all the countries of ASEAN which has helped them to enhance
their economic conditions. in future years, this region will also grow as it sufficient resources are
available through which it can easily compete with the big markets like Europe, China and US.
By the end of 2022, forecasted GDP for ASEAN market is US$4,090 Billion.
2 (b) Top ten Markets Worldwide in terms of GDP
(Source: PWC, 2018).
The above figure shows the top ten markets across the globe in terms of GDP by the end of 2022.
Through this figure, it could be evaluated that ASEAN market will be able to stand with the top
4 big markets i.e. US, China, Japan and Germany as these countries have sufficient skills to
utilise the available resources and workforce. ASEAN region has also learnt to grab the
opportunity to utilise the available resources and this will help this region to stand on the 5th
position in terms of GDP across the globe.
2 (c) Growth Leaders in the region
Indonesia Philippines Malaysia
GDP (2016): US$ 932 billion
GDP (2022): US$ 1580 billion
GDP Growth rate: 5.4%
GDP (2016): US$ 305 billion
GDP (2022): US$ 543 billion
GDP Growth rate: 6.7%
GDP (2016): US$ 297 billion
GDP (2022): US$ 500 billion
GDP Growth rate: 4.9%
Stable Growth Third largest ASEAN Malaysian Growth rate is

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economy expected to expand
significantly
For the purpose of enhancing
growth rate, Indonesian
government has announced 16
economic packages in 2015-
16 which will focus on regions
such as FDI, deregulation, tax
reforms, etc.
Investments will be increased
on improving infrastructure
along with pushing to enhance
consumer spending.
The growth will be driven by
multiple factors such as
improvements in global
demand for Malaysian exports
of electric and electronic
goods, along with investing in
the sectors of transportation
and logistics, digital
connectivity, etc.
2 (d) Global retail Sales
(Source: WFDSA, 2017)
Above figure shows the rise in sales of European, US, Africa/middle east and Asia/pacific
region. From all these regions, Asia-Pacific region’s growth is remarkable as it the highest
growth from all the regions.
Whole Asia-Pacific region, Geolytix will majorly focus in Malaysia, Indonesia and Philippines
markets in order to expand their webapp as the rate of growth in these markets is much high in

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comparison to the other countries of this region. Concerning the opportunities present in the
selected markets, organization has decided to approach to the Malaysia, Indonesia and
Philippines market so that their aim of becoming the global leader in Retail Location Analysis
could be attained. With this, organizational operational areas will be Europe, UK and Asia-
Pacific. In order to support the operations in Asia-Pacific region, UK team will support in order
to enhance their market share (Zhu, et. al., 2016). APEC (Asia-Pacific Economic Cooperation) is
the premier economic forum for this region and its primary goal is to attain sustainable
development and economic growth along with prosperity in the region. Geolytix conducts
primary research in order to analyse the conditions of target market so that the scope of
infrastructure development and international trade and investment could be determined. Demand
for the consulting services is high in these markets as interest for multinational companies is high
in Asia-Pacific region due to its rapid economic development and high growth rate (Yatabe, et.
al., 2015).
Figure 3: Monthly active user base in Asia-Pacific region

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Geolytix renders best quality services to its clients in order to set up as well as to expand the
business in the target market. On behalf of the party who is availing services, Geolytix analyses
all possible scenarios, market conditions and companies, which can be acquired for the objective
of entering into the new market. Concerning this, organization would easily be able to launch its
web application in the Asia-Pacific region getting support from their team in UK. Market
conditions of the selected countries are favourable as these are in the list of highest growing
economies in the globe (Safonova & Santosh, 2014). Thus, there will be high scope of providing
business consultancy services to the multinational as well as to the local companies. Geolytix is
now introducing its web application in the Asia Pacific region while, there are number of
companies who are already present in this region and they have acquired decent market share in
this region.
2 (e) Competitors
Major competitors for the Geolytix in the Asia-Pacific region are IBM, SPLUNK, FUSIONEX,
SAS, Bluefin Solutions, Box UK. All these companies are operating at the same level as
Geolytix. Thus, in order to develop its position along with confronting the competition from
these companies it is required for Geolytix to highlight their unique and advanced features so
that the desired goals could be attained. Concerning this, organization has planned to introduce
web application so they could stand apart from the competitors along with developing an
effective brand image in the target market (Morley, 2015).

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Perceptual map
Number of
Employees
Geographical
Presence
Geographical
Presence
Number of
Employees
SAS
FUSIONEX
IBM
Box UK
SPLUNK
Bluefin
Solutions
Geolytix