International Marketing Strategies Report for 4Com plc

This report provides a detailed analysis of international marketing strategies for 4Com plc, a telecommunications company seeking global expansion. The report begins with an introduction to international marketing, defining key concepts and the scope of global market activities, including imports, exports, and wholly owned manufacturing. Task 1 explores the scope of international marketing and key concepts like product development, communication strategies, and the various international marketing routes available to 4Com plc, including direct and indirect approaches, detailing the opportunities and challenges associated with each. Task 2 examines the company's current position and the international marketing routes 4Com could use for expansion. Task 3 focuses on the external environment, particularly in the context of Australia as a potential market, highlighting the importance of infrastructure, resource availability, and legal regulations. It also outlines the selection process for choosing a global market. Task 4 continues with the analysis of the external environment, including political, economic, social, and technological (PEST) factors, and provides recommendations for entering the Australian market. The report concludes with an overview of the key findings and recommendations for 4Com plc's international marketing efforts.

International Marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 ...........................................................................................................................................1
P2............................................................................................................................................3
TASK 2............................................................................................................................................5
P3............................................................................................................................................5
P4 ...........................................................................................................................................6
TASK 3............................................................................................................................................7
P5. ..........................................................................................................................................7
P6............................................................................................................................................8
TASK 4..........................................................................................................................................10
P7..........................................................................................................................................10
P8..........................................................................................................................................11
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
International marketing is described efficiency of the different business activities in order
to prepare plan, price, promote and direct the flow of an organisation's good and services to
consumers to users in more than one nation for a profit (Akaka, Vargo and Lusch, 2013). This
application apply on the marketing principles to fulfil the requirement of the customers and
wants of various group inhabit crosswise the domestic limit. To expand market at international
level require to expand all business activities and produce a make new product and services to
influence people to buy it. Every nation have own rules and legislation regarding to business and
according to that company follow the procedure. Due to globalisation of business at international
level create a brand image and supports organisation to expand.
To better understand the concept of the report selected organisation 4Com plc which is
small organisation and wants to expand their business activities at global level. The company
was established in 1998 with the purpose of enhance the communication services of UK's SME
market. The director of the business Daron Hutt explore business activities and generate profit.
The company provide services by phone system, broadband, business mobiles, software and
application. For this require to follow different international route that helps to enter another
market and apply all the relevant strategies in appropriate manner.
TASK 1
P1
International marketing is term that is characterized as the execution and level of
enterprise human activity of an organisation planned with the purpose of effective preparation,
evaluation, promoting and directing the stream of a firm's goods and services to deliver it to the
consumers or users of more than one country with the aim of earning high profits. Mainly,
intentional marketing is a process that is associated with foundation of a manufacturing unit or
expansion of business operations over seas i.e. beyond the boundaries of domestic market of an
organisation. It is also associated with developing a well coordinating merchandising plan that
covers and fulfils laws and regulations of various nations before forming and deciding the prices,
quality and promotion techniques used for a product or services (Berthon and et. al., 2012).
Scope of International marketing
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The scope of this marketing is quite wide and associated with speedy maturation of
global commercialism structure and enhancement in attitude of loose marketplace scheme
especially among developed countries that has yield better global opportunity for organisations.
Scope of international marketing is mainly associated with exchange of goods and services
between different nation at global market with the aim of earning of better profits. International
marketing is getting extensively emerged in modern market and includes the following diverse
scope of global marketing which facilitates easy flow of goods and services between different
countries:
Imports: it is a process that is related with buying of a product or services into one
country from some other nation. Imports are considered as one of the easiest form of
international marketing that can be adopted by 4Com telecommunication for expansion of
business operation at global market. Use of importing of products can be made by 4Com to adopt
and have better communication system in its organisation. Beside this, importing by 4Com
telecommunication can include purchasing or importing goods from one or more country with
the aim of selling these products into its domestic market of UK which should be according to
the demands and needs of current local or domestic market (Bertoli, 2013).
Exports: it is basically associated with selling or shipping product or services produced
or generated in one nations and is being transferred or used in some other nation of world. Use of
this channel or scope of international marketing can be made by 4Com to expand its business
operation beyond the boundaries of UK. Export of telecommunication services of 4Com at
global market will yield a better profit and use of various promotion techniques can also be made
to crate demand of its services at global level to keep a balance between cost of developed of
services and profit earned through making export at international market.
Wholly owned manufacturing: as per this scope of international marketing the
organisation which are having a long term plan and interest of operating at international market
can make use of or create their own manufacturing unit or production facility at global level.
4Com can also go for an wholly owned manufacturing unit for earning better profit and it also
yield a full control over operation and quality of services. But, before establishment of fully
owned manufacturing unit, 4Com should consider the various factors like need of finance,
political and legal requirements of target market, together with other trade barriers and
regulation.
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Key concepts of international marketing
the main points included in the key concepts of international marketing are sated below
which should be considered by 4Com before expansion of its business operation at global level:
Product development and delivery- it is necessary for 4com to properly conduct market
research and other analysis to become aware about the needs and demands of global customers
so that necessary changes and modification can be made in product or services to counter wider
market share. Beside this, an effective distribution system should also needs to be adopted by
4Com to ensure effective supply and delivery of its product and secure at international market
(Cadogan, 2012).
Communication strategy- an effective communication channels is also a necessary
concept and element of global marketing which is necessary for 4Com to promote its product
and services at global level. Use of digital and online marketing can be made by 4com to for
better expansion and promotion of its telecommunication services.
P2.
4com plc is a small sized telecommunication based company situated at Christchurch,
united kingdom. This organisation was founded in 1998 with the main aim of improving
communication services in the market of UK. Currently around 300-500 employees are working
in 4Com plc providing Manufacturer branded leasing services, Business communications
solutions, Business telephone systems, Bespoke telecommunications packages, etc. to around
15000 individuals of UK who are having a trust on 4com plc regarding its business telephone
systems. As the organisation 4Com plc is doing well in UK thus, its director Daron Hutt is
planing to expand its business operation at global or international level which is quite rational as
it lead to generation of higher business profits through expansion in customer base and market
share.
Various international marketing routes
Following are the distinct international marketing path that can be used or adoptive by
4Com to spread out and activity its product and work at global level:
Direct routes: under this route for international marketing a direct contact or relation is
established by organization with customers to sell its product or services. Use of direct routes can
be made by 4com for its international marketing as it facilitates a long term reputation and
connection with customers thus, yield better profits. The 4Com plc is having capability to adopt
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channels like marketing exhibition, trade shows, distribution of catalogs through emails and use
of an effective and interactive website can also be made by 4com to establish a direct contact
with consumers at global level.
Opportunity: Provide most and easy simplest way to enter a new market as no alliance or third
party is involved.
Challenges: Use of direct route is quite challenging for 4com to enter a new international market
as it is risky for 4com as the whole risk associated with operating at global market is completely
bear by 4com as no assistance is available under this method.
Indirect route: under this category of international marketing routes a contract is made
by organization with some third party providing it the responsibility of influencing and attracting
customers at global market in return a extra commission is provided to thees third party. Use of
following indirect route can be made by 4com (Cavusgil and Cavusgil, 2012).
Alliance partners: these are mainly small in size but possess huge powers and influence
in attracting customers at global level. Thus. Alliance partners will provide due assistance and
guidance to 4com for effectively expanding its business operation at global level.
Opportunity: an advantage of expert advice is provided by alliance partners that also
share risk of 4com that facilitates better opportunity to expand in international market.
Challenge: Use of this way to enter international market is challenging for 4Com as it
lead to more interference in its business operation and it is also difficult to maintain a
coordination and balance with other alliance partners.
Channel Partners: this indirect route include various vendors, consultants, distributor,
technical expert use of which can be made by 4Com for effectively promoting its product and
services at international market. The channel partners plays a crucial role in making customers
aware about the advantageous of product and services provided by 4Com thus, attract larger
number of customers.
Opportunity: Facilitates effective advertising and better distribution of products and
supplies at international market thus, lead to better profit opportunity for 4Com.
Challenge: The challenge associated with this way of entering international market is
associated with the extra cost of commission and other expenses that 4Com organization need to
pay its vendor, distributor and other associated parties.
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TASK 2
P3
External environment of business is fluctuated and develop issues for 4com plc to
conduct different activities of an organisation at international level. It is required to focus on all
the possibilities of Australia where company wants to expand. For this required to determine
different ways that helps to business in expansion and do not face any hurdles. To conduct
activities at global level required to selected positive work environment where have good
workforce and encourage to people to do work with us and accept all the challenges. There is
selecting criteria for the global activity to tap as underneath:
Proper Infrastructure: To business organisation are readying to expand the business
operation and tap into international market like Australia. For this require to analysis the market
activities, political situation and realise the demand of the correct structure for the new
placement. According to that require to proper planning and make schedule to follow it. It is very
important to choose global market as per the existing infrastructural facilities and produce
standard based products effectively (Chung, Lu Wang and Huang, 2012).
Resource Availability: To tap into global market to know about resources availability
because many time company do not receive any type of resources face many difficulties. The
accessibility of root-age in case of possession, finances, activity unit, application and so on must
be focused by 4Com plc due to take further step.
Laws and Regulations: Every nation have own rules and legislation for the different
sector and must follow by the organisation to conduct transactions. These are obligatory
according to different market situation along with atmosphere of business. Due to choose global
market focus on this criteria so that they completely receive and done work effectively.
Selection Process
Selection procedure is a term where select a particular place for the business operations.
There is following a procedure for selection for tap into international market in which are require
to focus by 4com plc such as: Setting global marketing objectives and aims – Firstly require to management team of
4com Plc set their aims & objectives which they wants in future. According to that they
are selecting place to conduct operations at global market. Such as, 4com Plc manager set
aims and according to that take steps for further activities.
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 Analysis all options: After the set objectives analysis all the relevant options for setting
the business. So it helps to analysis different alternations in effective way. Preliminary screening: In this option focus on the natural object is to surface or take
stock every alternative so to analysis in best alternative. There are involving different
options such as efficiency, construction, size, universe, user behaviour and capita per
capital. Analysing and selecting best destination: After analysing different factors the marketer
of 4com plc prepare list of selected places and collect information about them. There is
also focused on the cost welfare constituent to know practicability decently and tap into
right place. Such as, 4com plc select best destination to tap into global market and gain
maximum outputs and productivity of products (Evers, Andersson, and Hannibal, 2012). Testing: At this stage, evaluation of market structure and how to beneficial for our
business and also take some samples regarding to products at selected geographical
location. The management of 4com plc as k questions from target audience and according
to that use all the products.
 Commercial Production: In the end when test all the alternatives after that administration
of 4com plc provide services of communication trough phone system and by other
activities and execute all the activities.
P4
To tap into international market require to apply different types of marketing strategies
that helps in positive manner. These strategies applied by different organisation according to
their structure and where they wants to expand different business activities. They planned
allocation and delivery execution for commodities into new target market. There are 4Com plc
selected some strategies which is beneficial. Such as 4com plc to expand its activities and work
through market entry strategies. There are discussed some strategies are listed below:
Partnership: It is a type of contract where two or more organisation are working together
for same purpose and serve their services. According to this strategy business entity enhance its
functions for sell out the commodities to achieve advantages of competition. 4Com plc select
particular strategy to tap into international market. For this company contract with same industry
and conduct activities in partnership and share profit as per their mutual understanding (Ringle,
Sarstedt and Straub, 2012).
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 Advantages: The main advantage of this strategy prepare agreement where both
organisation share profit & loss in equal manner and capital employed.
 Disadvantages: As per the fluctuated situation strategy lie literality in between different
political party may exists due to localized entities and having more advantage in local
market place.
Licensing: This strategy use by enterprise to tap into international market by issuing
license for temporary usage of intellectual property rights and other assets. It is famous method
for fastest usage for expand the business at international level. License is known as permit that
helps to other companies to enter into another nation and cover market share. 4Com plc selected
larger marker where have large value of their products. Advantages: It is beneficial strategies because it offers many possibilities to enhance
business operation into other nation top generate passive income.
 Disadvantages: The company have more based on the license otherwise do not conduct
business activities without any hurdles.
After the analysis both strategy it is advised that 4com plc must select Licensing
strategies that help to achieve more opportunities and suit as per the structure of the business.
TASK 3
P5.
The management team of every organization analysis the effectiveness and profitability earned
by there organization while operating at local and global level to make proper decisions
regarding expansion of business activities. Overview of following arguments over global versus
local debate must be considered by 4Com before making an strategy for expansion at
international level (Rosson and Ford, 2016).
Global Local
An effective and strong marketing plan is
needed which should be based on dynamic
global factor.
The marketing plans and business activities
include local factors only.
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Provides better opportunity for expansion and
lead to enhancement of profit through
encountering competition level.
Not provides much expansion level and
restricted to domestic market only.
Organisation have wide scope to earn better
profit
Scope of profit generation is limited.
Lead to better innovation and creation through
providing assess to global technology and
market.
Under local debate, not much efforts are made
for innovation and access to advancement of
technology at global level is also not made.
Evaluation of context of circumstance
On the basis of above discussion it can be evaluated that 4com must go with global
debate as it yield better opportunity of expansion and also lead to an increase in market share and
customer base thus, facilitates higher profits. On contrary local debate restrict the expansion of
4Com at domestic level and also hinder innovation and technology advancement through not
provided reach to global technology (Zhou, Wu and Barnes, 2012). It can be evaluated that for
4Com organisation global context is better as it lead to better opportunity to earn higher profits
and enhance its productivity as it facilitates a wider area to expand.
P6.
Marketing mix is an approach that is used by an organisation to adopt best possible
tactics and strategies to meet its objective in market. The international marketing lade to
influence over 4Ps of marketing that is product, place, price and promotion. Thus, an analysis of
difference among use of element of marketing mix at local and international level with respect to
4Com Plc is provided below:
Elements Local context (London, UK) International context
(Australian Countries)
Product 4Com plc is providing telephone
voice and data communications
services in the markets of UK that
includes Manufacturer branded
When 4com plc is planning to
operate at international market it
become essential to have some
specialization and innovative
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leasing services, Business
communications solutions,
Business telephone systems,
Bespoke telecommunications
packages, etc.
features in its services and
product to attract customers.
Price Use of competitive pricing
strategy is made by 4Com while
keeping in the mind the prevailing
competition and proving strategy
of local competitors and
purchasing power of domestic
customers of UK (Surugiu and
Surugiu, 2015).
At the time of expanding its
business services in Australian
countries 4com must analysis the
current pricing level of services
in he target market and in starting
phase should provide its services
at affordable rate to attract more
customers.
Promotion For promotion in local market
4Com plc making use of
advertising with the help of local
newspapers, hoardings and
personal marketing.
For effective promotion of its
services in Australian market use
of sponsorships can be made
together with, social and digital
media advertising and
promotions with the help brand
ambassadors can also be made by
4Com.
Place or strategy for
Distribution
At local level, services of 4Com
can be availed by customer from
IT stores and authorized dealers of
4com plc.
At international level use of
online modes and websites
should be adopted by 4com plc to
have an efficient distribution of
its telecommunication services.
Evaluation of application of marketing mix at international level
On the basis of above discussion it can be evaluated that use of marketing Mix facilitates
a set of various strategies that can be effectively applied by 4com to operate successfully at
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international level. It includes, better quality product together with subtitle range of process after
proper evaluation of competitors strategy operating at global level. Beside this, use of effective
promotion techniques like use of digital channels and social media can also be made by 4Com to
operate effectively at global market. Further, effective distribution registries and locations are
also yield by use of marketing mix that enhance success and profit level for 4Com at global
level.
TASK 4
P7.
International marketing approaches used by the business entities to compete with high
level of competition. For this business usage different approaches due to expand business at
global level. There are 4com plc follow these approaches effectively such as:
Traditional marketing approaches: This approach is a type of methods that use for
marketing from past time period and offer immense access. In different words, this formulation
selected by the organisation from primal phase of beingness and are utilised in existing time to
carry out effective results. According to this approach, 4com plc impress people for the
geographical locations through advertisement, sales promotion, personal selling and many others
(Skarmeas, Zeriti and Baltas, 2016). Advantage: It is best approach because it suits on every type of organisation and increase
consciousness among market section and redundant cognition of person at distant places.
 Disadvantage: This approach is required more investment that is not afford by every
organisation for the market products at vary far locations.
Modern marketing approaches: This approach is based on the atomistic in quality and
it relates with entities and its products with real customers and drives with set outcomes by
creativity, evaluation and merging strategies. There are some methods which is utilised as per the
approach these are email marketing, affiliate marketing, product placements as well as social
media marketing. It is utilised by the 4Com plc to promote their services and attract customer for
their business. Advantage: The benefit of this approach that there is consisting low risk as well as low
investments to make effort in particular section.
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