Hallmark Mayonnaise: Analysis of Global Marketing Strategies

This report provides a comprehensive analysis of international marketing strategies for Hallmark Mayonnaise, focusing on its potential expansion into the Australian market. The report begins by defining international marketing concepts and scopes, followed by an examination of various market entry strategies like ethnocentric, polycentric, geocentric, and regiocentric approaches, with a justification for the chosen geocentric strategy. A PESTLE analysis of the Australian business environment is conducted, evaluating political, economic, social, technological, legal, and environmental factors. The report then explores the rationale for the business and the importance of marketing strategies, including email marketing and strategic alliances. Furthermore, it includes a critical analysis of opportunities and threats associated with international expansion, such as market expansion potential and regulatory challenges. The report also provides an overview of marketing's role in the strategies and highlights the importance of marketing in the global context. The content offers a valuable perspective on the complexities of global market entry and the strategic considerations necessary for success.

Tapping Into New and
International Marketing

Table of Contents

INTRODUCTION
International Marketing is described as the results of business operations aimed at
planning, pricing, promoting and directing the distribution of products or services to customers
or clients in further than one country for gain (Alon and et.al, 2016). The only distinction among
regional marketing terms and global marketing is that marketing operations occur in many more
than one country during the latter situation. The marketing goal stays very well for advertisers,
regardless of whether domestic or foreign. The goal is to create money by selling geographically
demanding goods or services. Moving Worldwide passes hand in hand with many difficulties,
apart from production modifications and fresh regulatory structures, global advertising is one of
the biggest obstacles to be addressed, but it can be managed with a few understanding and some
guidance. Hallmark mayonnaise is popular company that provide mayonnaise in different
countries for different customer. The company wants to expand their business at global level to
make the product appeal to customers across all markets they have looked into the 4P's of global
marketing. It will help to meet only the people but also their habits as they want to have a global
presence. Most of the market have different cultural so global marketers decide to interact with
marketing programme in an industry (Bang, Joshi and Singh, 2016). In the report consist of
scope and key concepts of international marketing, rationale for the business and critical analysis
of opportunities and threat. Along with analysis different market entry strategies and their
advantage and disadvantages than provide recommendations to team for international trading
blocs and agreement for Hallmark Mayonnaise. Additionally, key elements of global vs local
debate and provide differences between merchandise and service import and export. Define
approaches of product, pricing, promotional and distribution to analysis the decision of adaption
and standardization.
TASK 1
Scope and concept of international marketing
Hallmark mayonnaise is a very famous and best selling mayonnaise in London's
Northwest that thinks in “Distinct individuals need distinct Mayo's”. The company mainly
concentrate on business entity to select honourable and clear approach for formulate business
operations. The company wants to cover large market and expand their business activities into
different countries. It provide its product at fair price in Australia that is known as well

developed nation and form have chance to spread out its operations in several areas in efficient
way.
Concept of international marketing: It is the application of marketing principles to
satisfy the varied needs and wants of several individuals occupy the across national borders. The
international marketing is covering different market activities in more than one nation. It is also
known as global marketing. There are three international marketing concept like -
1. Orientation to foreign trade
2. Guidance to sales in foreign markets
3. Orientation to international marketing
Through international marketing present the performance of different business activities
to designed plan, price, promote and direct the flow of a company's goods and services to end
users in more than period of time (Boso, Debrah and Amankwah-Amoah, 2018). Different
concepts linked with global marketing that important for involve by supervisor of marketing
division:
 Recognise and analysis of individual's behaviour who living in Australia.
 Launch mayonnaise into different countries to increase taste of customers.
 Set fair price of product according to income level of individuals
Scope of International marketing: All the business activities such as development,
production and marketing especially in case of high tech products include individuals from
around the world to work together. Since the number of potential markets is developing so it is
essential to complete information and get out from mess. There are defined scope of the
international marketing in the context of Hallmark Mayonnaise.
For international marketing company following these marketing strategy that helps to
Hallmark mayonnaise to enter into the market -
 Ethnocentric: Ethnocentric strategy will be best suited for small businesses only joining
global operations. If business is small and want to invest money into international market
to enter into foreign market in overseas functions. Before enter require to analysis of
foreign country to recognise characteristics of similar to native nation and sell to them.
This strategy seems most fitting whenever the number of sales in foreign countries is
negligible compared to the company's total sales.

 Poly-centric: Poly-centric will be fainted for businesses that are completely committed
to global marketing and will be likely to invest to the degree needed to reach their goals.
The benefit of this strategy that it will be most impressive path to encourage of
management. As a result management provide a free hand to set rules and apply them
accordingly. The another benefit of this strategy that chances of knowing the client better
and supreme degree of marketing orientation.
 Geocentric: The particular strategy apply for global attitude and effectively develop
marketing strategy. Through the approach create coordination and control. The particular
policies based on high cost. It may prove more successful area like manufacturing and
research than in marketing. If company wants enough data regarding to foreign market
situation, set target segment so it will be recognised on a regional or global basis and
build up suitable approach.
 Regio centric: According to this strategy conduct foreign activities through an
organisation where identify the common features in nation happiness to a specific
geographical region. Therefore apply the similar approach in all the selected countries as
per the region.
Justification: Hallmark mayonnaise select geocentric strategy because in this strategy
have less risk to compare other strategy on the part of firm. Since not much investment is
develop according to international activities. If company face any type of loss so they can easily
settle amount without any problem. All other three strategy based on high cost and for
investment require to follow different procedure. So geocentric strategy is suitable for the
company.
PESTLE Analysis of the global business environment
Analysis of global business environment - Examination of a business's global climate is
called global environmental examination. This research is one of the evaluation process of a
business, that also includes other analyses, such as the assessment of the sector, the evaluation of
the business and the evaluation of businesses, consumers and rivals. It is classified into two parts
first one id macro and second micro level. In this analysis many factors play crucial role such as
economical, social and others.
In the context of Hallmark Mayonnaise conduct PESTLE analysis of Australia where
they are operating business activities in effective manner.

Political factor  Australia is one of the most powerful country in the
world and famous for foreign direct investment.
 In the Australia many companies invest into different
businesses and current corporation tax rate for company
profit is 19% and in the future it will be 17%.
Economical factor  Australia is known as fifth largest economy in the world
by nominal GDP.
 There are current minimum wage in the age of 25 and
over is £7.50 per hour that will be increased.
Social Factor  There are analysing national statistics, the population of
Australia was £65.6 million in 2016.
 Australia providing various chances to new businessmen
in different sector.
Technological factor  Australia based on advance technology in the world and
hub of financial & non financial technologies.
 Australia invest about £28 billion into technology.
Legal factor  Australia set several act in the context of business and
employment such as the employment act 1996, equality
act 210 etc.
Environmental factor  Australia government create awareness regarding
environment changes and take steps to deduct economic
growth that impact in negative manner on environment.
Analysis of global business environment to operate and rational for the business provide several
way
Analysis and apply the correct instrument for spread out business concern dealing in
global perspective that is called as essential purpose of a entities. It support to business conduct
business activities effectively and achieve set goal and objectives. There are several elements
that motivate to business for moving in international place (Duffett, 2017).

 High Population: The main reason of provide products at large level due to increase
population of Australia. There are selling products effectively and generate profits. High Demand: To conduct business activities at international level require to high
demand of particular product at international level. It helps to increase market share and
profit of business.
 Growth Rate: Company select develop country to spread out their business activities. The
main cause of the increment that get opportunity of entity's commodity.
 Local activity is structured and little that supports to company and provide their
commodity to big figure of new customers (Fuchs and Köstner, 2016).
These are major cause to motivate business to globalise its functions and operations. It is
essential for business to choose a right strategies that will help to tap into international market
(Australia) and it provide its products and services to end user in right way. Major strategies
identify to conduct in international market can be appreciated after the points: Email Marketing - Online marketing strategy helps a firm to offer their products and
services to more clients in new country. Due to low funds there is required to apply this
strategies that help to reach customer in short period of time. It is beneficial strategy that
can be utilised by Hallmark mayonnaise. Through this the business communicate with the
customers and provide new offers them according to their requirement. Strategic alliance – The particular strategy presents relation among the two and more
entity. Both companies have common objective which is generated more profit. It helps
to conduct activities effectively and tackle all the problems.
 Direct exporting – It is easiest strategy which is applied by the mostly organisation in
order to overseas market. In the context of Hallmark Mayonnaise conduct several
activities to offer commodities from the store.
Porters diamond theory: Michael Porter's Diamond Model is a diamond-shaped model
that describes why some companies within a particular nation are competitive internationally,
while others may not. In this theory defined several factors like firm strategy, demand condition,
factor condition and related & supporting industries.
From this model it is analysed that it presents positive as well as negative impact on the
company in order to compete at global level.

Contribution of marketing in the above marketing strategies
Marketing plays important role in every type of business. Hallmark Mayonnaise wants to
enter Australia market to spread out their business activities. Before enter into market required
develop marketing strategies that helps top establish business effective manner. That time
marketing used to promote business and introduce in front of Australia public.
Critical Analysis of the opportunities and threats
Before spread out the business activities of Hallmark Mayonnaise in new areas, it is
required to recognise the challenges as well as opportunities regarding business (Griffith and
Lee, 2016).
Opportunities Threats
To expand its business activities it is required
to generate more profit and build up good
brand image in the market for market share.
Rules and regulation of different countries is
major issue that face by the Hallmark during to
globalise of business activities.
Country through favourable economic
conditions support in earning huge profit.
Variation in exchange rate of other country
impact on the currency and modification apply
to face issues (He, Lin and Wei, 2016).
TASK 2
1. Marketing Strategy
A marketing strategy applies to the defensive game strategy of an organization to attract
potential buyers and make the buyers of the goods or services that the company offers. A
marketing strategy involves the business model of the product, main brand advertising, consumer
population goal information, as well as other elevated-level components.
2. Importance of Hallmark to select the right international market
 Hall mark mayonnaise is very famous and bestseller in north west London.
 The company follow the purpose of different people need different Mayo's.
 The company easily coordinate with marketing programme of Australian market and
establish business effectively.

3. Different market entry strategies with its advantage and disadvantages
Market entry strategies are those techniques which help an organisation to tap into global
market. These are planed acting which helps in supply goods & services to end user effectively.
It is important for manager to recognise and include to determine of each strategy as with all
advantages and disadvantages.
Basis Advantages Disadvantages
Direct exporting: It is famous
method to enter into new
market with their products and
services by an open outlet
there. To done this work
required online medium that
support for less time work.
There is high chances of earn
more profits and provide
customer satisfaction through
their products because there is
no middle men. Due to low
expenses increase profitability
of company (James and
Osborn, 2016).
This strategy is not
approachable for those firms
who conduct business entities
at low level because for this
needed high amount of funds.
Different efforts are important
to develop and maintain a large
base of customers.
Joint venture: According to
particular strategy, two or
more than two firms carry out
business operations
collectively. It is essential for
every type of business to
present their roles and
responsibilities in an efficient
way.
The main benefit of this it
supports in apply all business
resources of business at best
level. Due to condition in loss
both entities in equally way
that reduce the burden.
Confusion raise and it become
difficult for companies to
conduct freely without getting
any consent of other. Due to
differences between two
companies culture create
problem and increase
complexity in business.
Buying a company: According
to this company but a regional
company of the area with
business demand to spread out
its activities. The main
advantage of this it supports to
It bring out different business
operations effectively and also
help to satisfy the desire of
customers.
It might be possible that staff
members of exist firm have
low morale that will decrease
their productivity.

understand the requirement of
customers and help in fulfil the
expectations.
4. Market evolution of strategies
Market Evolution is the procedure where a manager analysis of different fields and object
in reference to analysis as well as select the good one. To enter into effective manner selected by
the company like joint venture, direct exporting, buy a company and many more. There are
providing several advantage and disadvantage which is linked with several scheme so before
select the final strategy. It is important for director to investigate all advantages and amount
connected with it. The business select and apply plan of action according to set goals (Kaleka
and Morgan, 2017). With the help of market evaluation a company easily tapping into the
international market because they collect all appropriate information which is required to
establish their business in other country such as political condition,economical situation, market
growth etc.
5. Market Evaluation Process
If the corporation decides to spread out its commercial activities to new fields, then the
company must use the correct method to gain all the risks associated with it. Another important
matter of the director is to pick the market area where the company wishes to work. Assessment
of the global market is not a simple matter because there are various factors that need to be taken
into account by the company throughout this assessment. The main advantage of the
determination that it supports to understand market with potential high growth. As per the related
variables process of tap into new markets can be investigated to recognise and choose the market
with expected growth. Country identification – This is the first stage under which managers make different
attempts to understand the environment where the company would like to work and sell
their goods. There is recognised via director how is market and is it good for operate
business activities. It supports to choose right field where company provide its products. Preliminary screening – In the second phase recognise of economy that control by
business and analysis the rank which is provided to each country. There are consisting of

GDP, exchange rate, stability and many others. After all the analysis Hallmark
Mayonnaise select Australia to operate its business activities and earn more number of
profit. In depth screening – The particular stage defined about the all variables which
categorised into micro and macro environment. It helps to execute better marketing plan
in the context of company. Find selection – In this stage after all the analysis and data collection basis company
final decision to choose right nation to provide its products & services.
 Direct experience – In this stage where business start to gain education and analysis all
the region by director to accomplish business activities smoothly.
6. Explain and evaluate the advantage and implication of international trading blocs and
agreement for tariff and non tariff barrier that exists in the international trading
environment
Trading blocs are groups of nations in specific location that arrange and boost business
operations. Trading blocs track to trade alleviation (the liberation of trade from advocate
measures) and trade initiation among members, since they are activated favourably in
comparison to non members. It is a kind of inter governmental agreement, often part of a local
intergovernmental industry, where regional obstacles to international trade (tariffs and non tariff
barriers) are deducted or destroy among the participating states, enabling them to business with
each other as easily as possible. In the context of Hallmark mayonnaise defined advantages of
Trade Bloc: Foreign direct investment - It promotes foreign investment that offers the advantages of
involved countries' markets. It develop large market where outcomes get in low cost of
producing to the products locally. Economic of scale - Large-scale market growth benefits of economies where the average
cost of manufacturing is lowered and bulk manufacturing is available (Martínez-López
and et.al, 2018). Competition – It offers many options to the producer from different regions to come
closer and matured the broad postulation. As a result it plays role to increases the greater
efficiency of the companies.