Strategic Global Marketing Plan: Gym+Coffee's India Expansion

This report provides an overview of Gym+Coffee's global marketing and sales development strategy, focusing on its expansion into the Indian market. It begins with an executive summary and introduction, highlighting the importance of international marketing and the selection of Gym+Coffee as a case study. The report includes a company overview, situational analysis using PESTLE, marketing objectives, rationale and justification for entering the Indian market, and a detailed marketing strategy including portfolio analysis. It also addresses the attractiveness of India as a market, competitive strengths, and concludes with a marketing action plan and overall conclusion, emphasizing the importance of adapting to the changing environment and customer demands to achieve higher performance and profitability. The analysis considers both positive and negative impacts of various factors on the business's performance.

GLOBAL
MARKETING AND
SALES
DEVELOPMENT
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EXECUTIVE SUMMARY
International marketing is becoming more important for whole businesses as it promote the
products and services. There are different ways which can be used by organization to grow their
business in other country such as licencing, franchising, and joint venture. A business is
operating their business by understanding the customer demand and offering the kind of products
and services. This is important for each organization to analysis the customer demand and
manufacture the kind of products that can help to compete with others and maintain higher
performance. Marketing mix is the appropriate framework which uses by companies to introduce
the product and services in challenging market and develop the organizational performance.
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Table of Contents
EXECUTIVE SUMMARY.............................................................................................................2
INTRODUCTION...........................................................................................................................4
MAIN BODY..................................................................................................................................4
COMPANY OVERVIEW...............................................................................................................4
SITUATIONAL ANALYSIS..........................................................................................................5
PESTLE ANALYSIS..................................................................................................................5
MARKETING OBJECTIVES.........................................................................................................7
Rationale and Justification...........................................................................................................7
MARKETING STRATEGY...........................................................................................................8
Portfolio Analysis........................................................................................................................8
MARKETING OBJECTIVES.......................................................................................................10
MARKETING ACTION PLAN....................................................................................................13
CONCLUSION..............................................................................................................................14
REFERENCE................................................................................................................................16
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INTRODUCTION
International marketing is defined as multinational process of planning and executing the
conception, pricing, promoting and distributing the ideas for the purpose of promoting their
products and services (Kotabe, and Helsen, 2020). International marketing is most effective
function for organization as it brings the changes in their products and influencing the customers
for the purpose of growing their business. To understand about this Gym + Coffee has been
selected that is an Irish designed athleisure brand. This organization was created in 2017 by three
friends with a mission to bring high quality athletic clothing to a nation that was quickly making
the corner café. The organization has planned to expand their business at new location that can
help to grow their business and attain the higher performance in the changing environment. This
report involves opportunity of business, competitive landscape, international marketing strategy,
and PESTLE analysis that can support the business.
MAIN BODY
COMPANY OVERVIEW
Introduction about company and business expansion
Gym +Coffee is the athleisure brand and community of people with a passion to make
life Richer. This organization was introduced in 2017 by three friends on a mission to bring high
quality athletic clothing to a nation. Now this is Ireland’s largest most recognisable athleisure
brand serving their community from Clubhouses in Ireland and UK and continuing to expand
online presence in India (About Gym+ Coffee. 2021). The organization is planning to expand
their business in India by providing the better quality of products and services. The management
of selected organization understand the demand of changing environment that can help to operate
a business and attain the competitive advantages. The organization committed to innovating,
adventuring, and growing on every step by using new technology or process to work. As
environment is changing where needs and wants of customers are changing continuously where
range of products and services are provided to the customers that can help to maintain the higher
performance (Baena, 2019).
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SITUATIONAL ANALYSIS
PESTLE ANALYSIS
You will be required to ensure that the PESTLE and international marketing strategy are
linked to justify your decisions and choices.
PESTLE Analysis – This can be explained as strategic framework that used by
organization to evaluate the external environment of business by breaking down the
opportunities and risk in to different aspects. This is a corporate strategy planning, uses to
identify impacts of external factors on their business. A PESTLE analysis of Gym + Coffee is
described below:
Political factor – This is related to political aspects such as tax rates, political stability,
changes in government, import and export duty and others that needs to follow while operating
the business.
 Positive impacts: India is the top investor in UK. In India almost 800 Indian companies
are running that follows the all government regulations while operating business (Lee,
and Griffith, 2019). The Indian government is supportive and flexible that provides an
opportunity to all businesses to run in their country. Thus, it impacts positive on Gym +
Coffee to run their business effectively.
 Negative impacts: As pandemic occurred in whole world, where government has
declared the lockdown and stopped all transportation facilities that has impacted
negatively on Gym + Coffee as it plans to enter in India with new design of shoes and
sneakers. Moreover, increase in tax rates became a cause of facing challenges while
running a business.
Economical Factor – This factor is related to economic aspects of a country that states
inflation rate, interest rate, economy condition of country, and employment rate and others that
should be consider while running a business.
 Positive impacts: As Gym + Coffee is expanding their business in India where inflation
rates are lower than other country which is an opportunity for organization to grow their
business and manage the all functions properly.
 Negative impacts: Due to Covid-19, rate of employment decreased in India and people
faces the problems to live their life that can be create the challenges in operating their
business in new country (Paul, 2019).
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Social factor – This factor is related to society and changing environment which can help to
develop the organization performance. This involves changing in needs of people, health
consciousness, and fair trade that should be follow in operation.
 Positive impacts: The social factor of India are changing are changing in demand of
people, culture and values, traditions and others that needs to be focus carefully for
running business. As environment is changing day by day where it is important for Gym
+ Coffee to understand the requirement and introduce the products and services
accordingly which can help to maintain higher performance by establishing business in
India that is an opportunity for organization to grow their business.
 Negative impacts: Due to changes in regular needs of customers and becoming health
consciousness of Corona in India it can be challenging situation for Gym + Coffee to
regulate their business in changing environment as it affects business negatively
(Bermon-Angarita, and Rueda-Caicedo, 2021).
Technological factor – This factor is related to introducing new products and services by
using new technology, innovation, and changes that support to grow the business.
 Positive impacts: In relation to Gym + Coffee, management uses new technology and
innovation in their products as it introduces different design and comfortable shoes of
great quality that will help to influence number of customers and develop the
organizational performance. With the help of digital marketing and social media Gym +
Coffee connects with their customers easily that increases sales by influencing number of
customers.
 Negative impacts: For selected organization it might be difficult to adopt the new
technology and innovation as it brings the changes by spending high investment that
reduces the organizational performance and productivity negatively (Payne, Frow,
Steinhoff, and Eggert, 2020).
Legal factor – This factor is related to laws and regulations that are important to follow
while running or entering in to international market. This involves food safety standard, health
related standard, and employment regulation that are important to follow and manage the
business.
 Positive impacts: Gym + Coffee is following the health safety, employment and other
legal regulations that while expanding business in to India that can help to develop the
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organizational performance and productivity. By following the employment and trade
laws it will be beneficial for Gym + Coffee to ensure their staff that organization is doing
welfare of employees as well as customers.
 Negative impacts: In case of not following the health & safety and employment laws by
Gym + Coffee then it will reduce the organizational performance and productivity in
entering in to new market and created the many challenges to recruit staff again.
Environmental factor – This factor is related to environmental aspects such as CSR, carbon
emission, and environment regulations that support to run the business.
 Positive impacts: In relation to Gym + Coffee, management expands their business in
India by following the CSR standards, reducing carbon emission and environmental
regulations that support to grow their business in global market which can help to
develop the business performance (Peng, and Lin, 2021).
 Negative impacts: In case Gym + Coffee not followed the environment regulations and
less focus on CSR activities then it might be challenging situation for chosen
organization to run their business in other country that affected profitability negatively.
From the above it can be explained that some factors of PESTLE analysis can impacts
positively or negatively on the business performance. This is important for management to
analysis the environment and formulate the effective business strategies which can be used to
develop the business in global market.
MARKETING OBJECTIVES
Justifying the opportunity in the country for the product/service you will develop.
Rationale and Justification
Gym + Coffee is launching new product such as Sports shoes, Gym shoes and casual
sneakers that would make comfortable to their customers. The product will be of high quality
and affordable cost in India that will help to influence the number of customers in competitive
environment. The marketing management of such organization analysis the market and comes to
know what people wants that can help to operate a business continuously. The management is
playing the important role as evaluation of market is developing the knowledge and skills to
bring something new which can help to run the business. With the help of introducing new
products such as Sports shoes, Gym shoes and casual sneakers, customer will feel happy and
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satisfied as it attracts the number of customers and sale them products in higher range that
develop the organizational performance. Thus, it is an opportunity for Gym + Coffee to expand
their business in India by introducing new products that will help to influence existing as well as
new customers. This plan would help to grow the business in challenging environment and
maintain the higher performance and profitability (Weerawardena, Mort, and Liesch, 2019).
MARKETING STRATEGY
Portfolio Analysis
The Attractiveness of allocated country
India is the allocated country where Gym+ Coffee plans to expand their business by using
different techniques and sources. India has been voted the second most attractive emerging
market where population is high and people have different demand to buy products. It has
increased the foreign The chosen company is launching the new shoes of better quality which
can help to influence the number of customers and improve the organizational sales. The
competitors of Gym + Coffee are Puma, Reebok, Fila, ASICS, Nike and others that create the
competition and affects the business. There is different destination which wants to see people
that can help to influence the people. By selling the new products and services sales of Gym +
Coffee would increase and it will help to contribute to develop the economy (Payne, Frow,
Steinhoff, and Eggert, 2020).
Competitive Strength of selected company
Gym + Coffee is the new brand which is offering the better quality of clothing and other
items to run their business. It has seen that there is high level of competition in the business
environment where it is important to run their business by offering the new products and
services. To analysis the competitive landscape management of chosen organization uses the
Competitive landscape analysis that states strength, weakness, opportunities and threats below:
Strength
Competitor content analysis – The competitor analysis in which an organization begin by
searching Google for top results in identified categories. This landscape provides powerful
information where can be rely on more than Google Searches. This tool can be used by Gym +
Coffee organization to analysis the competition by updating new content on google analysis that
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can help to develop the organizational performance by influencing number of customers in India
(Martínez-López, and et.al., 2020).
Social media monitoring – For organization it is important to monitor their business on
social media but also competition. There is need to pay attention to the hashtags and using
content which is posted by business concern. To tracking the competitor’s management of Gym
+ Coffee should be use SocialPilot tool that can help to track competition across multiple social
media. In introducing new product in India and existing market chosen organization will post on
social media that would help to reach the targeted customers and improve the sales.
Weakness
Changing in market – As environment is changing where needs of customers are also
changing that create the challenge for Gym + Coffee to influence customers and sale them
existing products (Weerawardena, Mort, and Liesch, 2019).
Change in taxes and other laws – As Gym+ Coffee is expanding business in India that
might be weak point for organization due changing in tax and trade laws.
Opportunities
Competitive Advantages – To organise the findings and information in useful way there is
need to create matrix which can help to gather the data and maintain good performance. The
management of Gym + Coffee prepare the competitive matrix by analysing its competition and
maintain the higher productivity. The management understand the market requirement (India)
and offer the products accordingly which can help to develop the organizational productivity as
well as profitability (Frederick, 2019).
Uses of new technology – Gym + Coffee is using new technology and sources to reach the
targeted customers and developing the organizational sales by influencing customers and
attaining the higher productivity. This would launch new products and services as per demand in
global market which would help to maintain higher performance.
Threats
Having competitors – Gym + Coffee might be face the threat of having large
competitors who are selling same kind of products at different prices that create the challenge to
run business (Peng, and Lin, 2021).
Lack of funding – To operate and expansion of business fund are needed that create a
threat for Gym + Coffee to arrange the sources and fund to run business.
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Mode of entry such as export, franchising, or Joint Venture etc.
Exports – This is the way of expanding business by exporting the products in other
country. Gym + Coffee can be use Exports model to increase its sales and productivity as it helps
to sale products in India and other location (Ingram, and et.al., 2019).
Joint venture – This is a kind of business entity which is created by two and more than
two parties for the purpose of increasing their business and maintaining higher performance.
Gym+ Coffee can be use Joint venture by creating good relation with similar kind of business
which is already established in India that would help to develop the organizational productivity.
Franchising – This is another mode of entering in to new market that used to distribute
products and services with the help of franchisor who decide brand’s trademark and logo, can
help to create awareness and increase sales.
Justification
Gym+ Coffee is using Exports mode to enter in to India where it creates the good
relations with suppliers and establish their business effectively. This can help to increase the
organizational performance and productivity by influencing customers and attaining the
competitive advantages.
STP
Segmentation - The Gym+ Coffee is focusing on geographical segmentation where it
introduces its products and services at new location for the purpose of influencing number of
customers and develop the organization performance.
Targeting: The Gym+ Coffee is targeting the all ages of group who can use the products in
easier way and feel comfortable.
Positioning: The Gym+ Coffee is maintaining the leading position in the business
environment by offering better quality and design of shoes.
MARKETING OBJECTIVES
Develop and design an outline international marketing strategy. You will need to discuss the
product and modifications (if any) to allow entry and market establishment, pricing decisions,
effective promotional efforts to establish awareness and establish market presence,
distribution choices and brand/name along with suggesting the key challenges to global
expansion for the SME in this market.
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International Marketing Strategy is defined as strategy that encompasses countries from
different regions in the world. For organization it is important to have focus on competitive
environment and introduce the products or services that can help to compete within challenging
environment and maintain good performance. In relation to Gym + Coffee, management is uses
the international marketing strategy as Marketing mix that is explained below:
Marketing Mix – This is a framework which is used by companies to analysis the strategies
that is related to business and helps to develop the business performance. Gym + Coffee is using
is using Marketing Mix for the purpose of analysing its marketing objectives and attaining them
in certain period of time that are explained below:
Product - This means item and thing is providing by the organization and running their
business effectively. To introducing something there is need to analysis the environment and
introduce the products or services. Gym + Coffee is clothing brand that is planning to introduce
new products as per market trend and demand which will influence the number of customers and
sale them products effectively (Hutt, and Speh, 2021).
Price – This means pricing strategy which is selected by organization for the purpose of
selling the products and services that can help to grow the business. The Gym + Coffee is
launching Sports and casual shoes by setting the competitive prices that will influence the
number of customers and develop the organizational productivity. With the help of competitive
price strategy selling activities of organization will be improving as it would help to reach the
targeted customers (Wang, Hong, Li, and Gao, 2020).
Place – This means places and location where products or services are launched and
maintain the good performance by increasing number of customers. Gym + Coffee ill launch the
different type of shoes in India that is new location for organization. This will help to grow their
business and activities in changing environment. The management understand the market
demand and offer the products which can help to reach the targeted customers and provide the
competitive benefits (Tien, Anh, and Thuc, 2019).
Promotion – This means activities and promotional channel that used by organization to
promote their products and services. Whenever organization plans to launch new product and
services then it needs to reach the customers by using different types of communication channel
which can help to increase the organizational sales and profitability. In relation to Gym + Coffee,
management uses direct marketing, social media, press media, print media and others which can
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help to develop the organizational productivity by selling the products. In other words,
promotion channel is the effective way of communication that can be used by organization to
aware the people regarding particular products and increase the organizational sales effectively
(Gonzalez, and Claro, 2019).
From the above it can be explained that different types of global marketing strategy are
adopted by Gym + Coffee organization while entering in to India that is new country to operate
the business. To operate a business regularly, management analysis the environment and develop
their knowledge that how their organization can improve their business and profitability. The
management is requiring to conduct the analysis then make decision to introduce products that
can help fill the customer demand and maintain higher performance (Trushkina, 2019). To
distribute the products and services chosen organization will use the direct marketing, social
media and online marketing that will help to develop the organizational sales by increasing sales
and profitability continuously.
Key challenges to global expansion for the SME in this market.
In SME market there is higher level of competition where it became difficult for
organization to run their business in challenging environment. This is important for organization
to analysis the market and identify what challenges are facing by industry while entering in to
new location and market (Selvi, 2021). This can help to analysis the market and formulating
planning to overcome from the challenges that arises while working. Gym + Coffee is SME
business that is entering in to India by introducing new products with better quality where it
might be face different types of challenges that are as explained:
Risk to supply chain – Operating a business and managing the functions supply chain is the
main activity that needs to focus properly as it can help to selling the products and services.
While entering a business in another location supply chain is major issue such as imports,
exports, operational logistics, and shipping are affected by international laws and other complex
legislation. In relation to Gym + Coffee, faced the issue of supply chain management as it need
to follow international regulations that might be difficult to operate the business as new
regulations are strict and needs high investment that affected the organizational productivity
(Viet, Duc, Tien, and Tam, 2020).
Language and Cultural barrier – It has seen that if business concern and employees are
not speaking the same language as their customers speak, then communication is going to be
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challenge. Thus, it is a challenge for organization to operate or run their business in challenging
environment. In relation to Gym + Coffee, management face the issue of language and cultural
barriers as it plans to enter in India and people belongs to different language and culture that
created the challenges for organization to operate their business. Herein, management requires to
understand the different languages and make easy task to understand customer’s needs that solve
the issues which arises in business (Yu, Lan, and Zhao, 2021).
Local Competition – This is another challenge which is running in business environment as
many businesses are established who faces the completion while running their business. When
organization decided to enter in to new market then it need to analysis the competition in local
market where business is going to be establish. Gym + Coffee decided to enter in India for
selling its existing as well as new products where a high level of competition is faced by
organization while entering in to new location that created the challenges for business
organization (Wang, Tang, and Pan, 2019).
Tax codes and compliance issue – Dealing with tax and other compliance can be headache
for organization where it thinks to operate their business in single country only. It has seen that
while entering in global market taxes, fees, and tariffs for international trade had to face which is
difficult for organization to operate their business. Gym + Coffee is could face tax code and
compliance issue in entering in to Global market affects the business and its profitability.
Talent Acquisition and Onboarding – To operate a running a business employees are
needed which are recruited and selected by human resource management by analyzing the skills
and abilities of individuals. Gym + Coffee can face the issue of acquiring talented people and
onboarding as it enters in to new market which might be affected the organizational productivity
in challenging environment (Sneader, and Sternfels, 2020).
MARKETING ACTION PLAN
Adopt the challenging environment and establish a go- to market strategy – This is
main strategy which can be used by organization to solve the issue of changing environment and
fear to go in new country. Gym + Coffee is requiring to follow the challenging environment by
focusing on go-to market strategy that can help to operate the business in changing environment
and maintain the higher performance by managing all functions and activities.
Build the relationship with local businesses – To solve the issue of local business there
is need to build the good relationship with local businesses as it can help to understand what
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customers wants and how they can be satisfied. It is suggested to Gym + Coffee to build the
good relationship with the local companies such as shipping, logistics, and storages that can help
to develop the international business by entering in to India (Selvi, 2021).
Sort out legal, tax and finance – For organization it is important to focus on legal, tax
and finance which can help to operate the business regularly and manage each functions
properly. To solve the issue of tax code and compliance Gym + Coffee is requiring to follow
legal, taxes and finance which can help to develop the organizational performance and
productivity effectively. The tax management and account of selected organization needs to be
focus on new tax policies and legal forms which are formulated to operate the business and
maintain higher performance.
Develop a strategy, business plan and a budget – To solve the risk of supply chain
management it is important to have proper understanding about business plan and budget that
can help to know what needs to be done in running the business and managing effective supply
chain as it supports to providing the products and services in higher range. In relation to Gym +
Coffee is requiring to formulate the effective plans and budget that develop the understanding
that how much there is need of investment and how activities should be run to operate the
international business effectively (Ingram, and et.al., 2019).
Training to employees – To solve the language and cultural there is need to provide the
proper training and development program to their staff which can be used to deal with language
issue properly. In relation to Gym + Coffee, management requires to recruit and involve at least
one person in their team who speaks local language and having culture to deal with customers
that can help to develop the organizational performance and productivity.
From the above it can be explained that Gym + Coffee can operate its business in Global
market such as India by introducing Sport shoes, Sneakers and Casual shoes of better quality that
will help to attracts the number of customers and develop the organizational performance. This
also helps to bring the changes in their planning and maintain higher productivity by resolving
global market issues.
CONCLUSION
From the report it can be concluded that International business refers to the trade of
goods and services which are introduced by organization from one country to another for the
purpose of expanding their business. There is need to formulate the effective planning and
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strategies which can be followed to operate a business and grow the activities. In expansion and
entering in new market different challenges faced by organization such as trade regulation,
increasing taxes, language and cultural barriers and others that might be affected the business.
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Online
About Gym+ Coffee. 2021. [Online]. Available through:
< https://gympluscoffee.com/ >
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