Detailed International Marketing Analysis: HKTV Mall's Strategies

This report provides a detailed analysis of international marketing strategies for Hong Kong Television Network Limited (HKTV Mall), an e-commerce organization. It assesses the scope and key concepts of international marketing, explaining the rationale for HKTV Mall's potential international expansion and the various routes to market. The report evaluates key criteria for selecting international markets, identifies opportunities and challenges, and defines market entry strategies with their advantages and disadvantages. The analysis covers the company's operations, including the challenges and opportunities it faces in expanding its operations internationally, considering factors such as political, economic, and social factors. The report also explores different market entry strategies, including incremental and simultaneous approaches, and the screening process for selecting countries. The discussion includes the impact of uncontrollable foreign market forces and the importance of understanding cultural aspects. Finally, the report examines the opportunities and challenges related to international marketing of HKTV Mall's products and services. The report concludes by summarizing the key findings and recommendations for HKTV Mall's international marketing endeavors.

Running head: INTERNATIONAL MARKETING ANALYSIS
INTERNATIONAL MARKETING ANALYSIS
Name of the Student
Name of the University
Author Note

1INTERNATIONAL MARKETING ANALYSIS
Table of Contents
An introduction to the organization.................................................................................................2
Assess the scope and key concepts of international marketing.......................................................2
Explain the rationale for an organization to want to market internationally...................................2
Describe the various routes to market an organization can adopt and which route the company
should adopt and the reasons behind this........................................................................................3
Evaluation of the key criteria and selection process that the company should use when
considering which international market to enter.............................................................................3
Identification of the opportunities and challenges that an organization faces when its aims to
market its products/services internationally....................................................................................4
Define and explain what a market entry strategy is, using examples of the different strategies that
are available to an organization, and include the advantages and disadvantages of each...............5
Conclusion.......................................................................................................................................6
References........................................................................................................................................7

2INTERNATIONAL MARKETING ANALYSIS
An introduction to the organization
Hong Kong Television Network Limited is mainly a Hong Kong based e-commerce
organization that had planned to become a television based station. HKTV aims at providing
over-the-top entertainment and shopping based platform that is mainly known as the HKTV
mall. In the year 2009 HKTV Mall had applied for the domestic free-to-air television program
service license that was rejected by the government of Hong Kong in the year 2013. HKTV had
later acquired the mobile TV based license and had planned to launch its first two channels.
However, the organization was not successful in gaining success in this plan as well
(Hktvmall.com, 2020).
The report will be based on the scope and the key concepts that are related to global
marketing based aspects of the selected organization. The rationale behind choice of the
organization and its marketing based activities will also be discussed in the report in detail. The
selection process that is implemented by the organization in order to enhance its operations in
different countries will be analyzed in the report as well. The opportunities and challenges that
can be faced by the organization with respect to international operations will be a major part of
the report. The market entry strategy implemented by HKTV Mall in order to start its processes
in a different country will be discussed in the report as well.
Assess the scope and key concepts of international marketing
International marketing can be defined as the business activities that can be designed by
an organization for the purpose of planning, pricing, promoting the flow of services and goods to
the users or consumers in more than one country for the purpose of gaining profits. The scope of
international marketing is based the diversity and complexity of marketing based operations in
different countries of the world. The range of activities that are performed as a part of the
international marketing operations mainly include the process of licensing, exporting, joint
ventures, management contracts and the wholly owned acquisitions. The success of a product in
the domestic market cannot guarantee its success in the global operations when the product is
exported to the other countries. In the domestic market and the overseas market, the marketers
need to establish the local needs and demands in an effective manner (Adekola and Sergi 2016).
Some of the products that are a part of the organization have a major universal appeal and
little changes can be implemented before they are offered to the consumers. International
marketing is considered to be a planned activity that is able to form an important part of the
strategic plans and the marketing plan that is formed by the organization. The transactions which
are a part of international marketing activities are performed across the international borders.
Different stages that have an impact on the levels of international marketing involvement include
no direct foreign marketing, infrequent foreign marketing, regular foreign marketing,
international marketing and global marketing. International marketing concepts that are taken
into consideration by the organizations in order to enhance their operations in different parts the
world include domestic market extension concept, multi-domestic market concept and global
marketing concept
(Adeola, Boso and Adeniji 2018).

3INTERNATIONAL MARKETING ANALYSIS
Explain the rationale for an organization to want to market internationally
HKTV Mall can aim at the expanding its operations on an international basis with the
implementation of different resources that include the financial and labor resources. Although
HKTV Mall does not have any experience in any international market, the organization can aim
at expanding the operations in a different country in order to enhance the customer base.
International trade can play a key part in improving the revenues that can be gained by the firm
in the industry. The cultural aspects of different countries have to be taken into consideration for
the purpose of analyzing the success that can be gained by HKTV Mall in the industry. The
needs of consumers in different countries and the cost drivers can also be taken into
consideration by HKTV Mall in order to expand its operations (Aguinis, Edwards and Bradley
2017).
HKTV Mall also needs to analyze the demand for the services and products in a different
country for the purpose of expanding the operations in an effective manner. HKTV Mall will
consider the support that can be provided by the government of foreign countries for the purpose
of understanding the success that can be gained in the industry. The economic condition of the
foreign country is also analyzed in a detailed manner for the purpose of understanding the
demands and the needs of the consumers. Cheapness of resources that can be used by HKTV
Mall in order to enhance the operations and to maintain its position in a different country as well
(Aithal 2017).
Describe the various routes to market an organization can adopt and which
route the company should adopt and the reasons behind this
International marketing is mainly based on the business activities that can be designed for
the purpose of planning, pricing and promoting the direct flow of the services and goods that are
offered to the consumers in different international locations. The complex and diverse operations
of international operations can also have an impact on the profitability and revenues that are
gained in the respective industries (Angelsberger et al. 2017).
The domestic and international forces have an impact on the proper selection of the
international market or foreign country that can be chosen for expansion by HKTV Mall. The
domestic forces that can be taken into consideration for the purpose of analyzing the expansion
activities of the organization include the political or legal forces, competitive structure and
economic climate as well. The differences that exist between the political or legal aspects related
to stability of Hong Kong and the political aspects of the foreign country can have an impact on
the strategies that can be implemented by HKTV Mall (Brannen, Piekkari and Tietze 2017). The
uncontrollable forces that are a part of the foreign market include the infrastructure or geography
of the foreign country, the cultural aspects, technology levels and the distribution structure as
well. The cultural aspects of the foreign country can have a major impact on the work process
that is developed by the employees of HKTV Mall. The international operations of HKTV Mall
will be made possible with the help of proper implementation of an international marketing
involvement process. The different stages that are a part of the international marketing
involvement process also have to be taken into consideration for the purpose of understanding
the international marketing activities that can be implemented by HKTV Mall (Castaño, Méndez
and Galindo 2016).

4INTERNATIONAL MARKETING ANALYSIS
Evaluation of the key criteria and selection process that the company should
use when considering which international market to enter
The first approach that can be implemented by an organization like HKTV Mall is an
incremental approach which is related to the ways by which the organization can enter the
overseas or foreign market. Incremental entry is related to the ways by which an organization can
enter a single country and on the other hand, the second type of entry is based on simultaneous
entry that is related to development of operations in different countries. The simultaneous
approach is able to support the organization so that it is able to enhance the profitability levels in
a huge manner. The screening of different countries can have an impact on the decisions that are
made by an organization like HKTV Mall. HKTV Mall can go through different stages for the
purpose of proper development of the international operations in a different country (Cumming
and Zahra 2016). The stages that are a part of the international operations of HKTV Mall include
domestic regulations, initial entry based assessment, competitive environment, market
responsiveness and internal trade-off analysis. The first stage is mainly based on the domestic
considerations that can be have an impact on the operations of the firm and the resources that
have been gained as well. Second stage on the other hand is based on various macro-
environmental factors that can have an impact on the overseas markets (Hannibal and Knight
2018).
The social and political environment of a foreign country can have a major impact on the
ways by which HKTV Mall can maintain its operations. The competitive environment will be
taken into consideration by HKTV Mall in the third stage and the organization can also consider
the substantial barriers that can have an influence on the operations of the firm. In Stage four
HKTV Mall can also consider the economic advantages and the distinctive competencies that
can influence the organization in the overseas market. The marketing efforts of HKTV Mall can
also be justified in an effective manner for the purpose of understanding the country specific
factors. The internal tradeoffs are eliminated by the organization at the last stage or stage five of
the process. The organization will be successful in developing its position in the foreign country
with the support that is provided by the proper analysis of different stages (Hanson et al. 2016).
Identification of the opportunities and challenges that an organization faces
when its aims to market its products/services internationally
HKTV Mall will face major opportunities and challenges based on the ways by which the
products or services of the organization can be marketed on an international basis. The
organization has to analyze the external forces in a detailed manner for the purpose of
understanding the ways by which it can maintain its operations in a foreign country. The foreign
country based aspects that include the political, economic, legal, social and technological factors
which can have an impact on the organizational operations. HKTV Mall will be able to enhance
the profitability levels that can be gained in the industry will be able to maintain the international
operations as well. The challenges are mainly based on the levels of stability that are developed
by different countries. On the other hand, the economic stability will be able to play a major role
in providing major growth based opportunities to HKTV Mall (Hitt, Ireland and Hoskisson
2016).
Political factors – The stability of political environment and changes that have been
implemented in the taxation and laws can influence the operations of HKTV Mall. The health of
the economy is able to play a major role in proper enhancement of the position that is formed by

5INTERNATIONAL MARKETING ANALYSIS
HKTV Mall in the foreign country. The promotions and print advertisements can also play a
major role in proper enhancement of position and operations of HKTV Mall (Lasserre 2017).
Economic factors – The inflation levels and future rates of interest can also influence the
profitability levels that can be gained by HKTV Mall. Unemployment levels and healthy
economy will be able to affect the international operations of HKTV Mall in the industry. The
strength of GDP of a different country other than the home country of HKTV Mall can affect the
profitability levels gained by the organization and enhancement of its position as well (Hofer and
Baba 2018).
Social factors – The differences that exist between the different countries will be able to
influence the work process and culture of HKTV Mall in a foreign country as well. The attitudes
of individuals in the country and the language related issues can also influence the ways by
which HKTV Mall can maintain its position in an effective manner.
Technological factors – HKTV Mall will be able to take advantage of the advanced
technologies that are offered by the other countries in order to improve the products that are
offered to the international customers. The production based costs can also be reduced with the
implementation innovative activities and this is able to influence the position that is formed in a
foreign country. The usage of mobile phones has a major impact on the operations of HKTV
Mall and the products that are offered to the customers as well (Holmes Jr et al. 2018).
Define and explain what a market entry strategy is, using examples of the
different strategies that are available to an organization, and include the
advantages and disadvantages of each
Market entry strategy can be defined as the planned distribution and delivery of the
services or goods that the company aims at offering to a new target market in a different country.
The import and the export of services mainly refers to proper creation, establishment and he
management of various contracts in foreign countries. Different marketing strategies that can be
implemented by the organizations in order to start their operations in a different country include
licensing, franchising, Greenfield project, business alliance, turnkey project, outsourcing and
joint ventures (Hutzschenreuter, Kleindienst and Lange 2016).
Licensing – Advantages – The advantages are mainly based on the low requirement of
investments that have to be made by the organization in order to expand in s different country.
Disadvantages – The disadvantages are related to the lack of proper control of the
organization in a new country.
Joint ventures – Advantages – The development of joint ventures are also based on low
costs and investments by joining the operations with local organizations (Lindstrand and Hånell
2017). Disadvantages – The lack of total control of the organization in a foreign country is a
major disadvantage.
Greenfield investment – Advantages – The Greenfield investment is based on
development of production facilities in a foreign country.

6INTERNATIONAL MARKETING ANALYSIS
Disadvantages – The requirement of huge levels of investments is considered to be a
major disadvantage that is faced by the organization (Mathews et al. 2016).
The innovative operations of an organization can have an influence on the leadership
position that is developed in the industry. The cost leadership position can be formed by an
organization with the support that is offered by the reduction of prices of the services and goods
that are offered in the foreign markets. The differentiation can be developed by HKTV Mall in
the foreign country with the lower priced products (Parboteeah and Cullen 2017). The lack of
proper levels of success gained by HKTV Mall in its domestic operations has been able to
increase the importance of low priced products and services that can be offered to consumers in
foreign countries. The packaging and designing of the products can have an impact on the choice
of products by the international consumers in different countries of the world. HKTV mall needs
to design the products and services in such a manner that will be able to enhance its customer
base in an effective manner (Murphy 2018).
Conclusion
The report can be concluded by stating that an organization like HKTV Mall can enhance
its profitability levels by expanding its operations in a different country. The opportunities and
challenges that are faced by the organization in different countries can have an impact on the
position that can be formed by HKTV Mall. The market entry strategies that can be implemented
by the firm will be based on various country based factors.

7INTERNATIONAL MARKETING ANALYSIS
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