International Marketing Plan for Global Beer Network - Grafton College

This report provides an international marketing plan for Global Beer, a U.S. importer of European beers, focusing on entering the Japanese market. It differentiates international from local marketing, explores entry strategies like franchising, partnership, and direct exporting, recommending p...Read More

International Marketing Plan
Global Beer

INTERNATIONAL MARKETING PLAN 1
Table of Contents
Introduction................................................................................................................................2
International Marketing..........................................................................................................2
Difference between International Marketing and Local Marketing.......................................2
Scope and Concept of International Marketing.....................................................................3
The rationale for an organization to Market Internationally..................................................3
Generating Revenue...........................................................................................................3
Expanding the Business.....................................................................................................4
Competing for New Capital...............................................................................................4
Ways to Enter in New Market or Foreign Market.................................................................4
Franchising.........................................................................................................................4
Partnership..........................................................................................................................4
Direct Exporting.................................................................................................................4
Route Global Beer should adopt............................................................................................4
Partnership..........................................................................................................................4
The International Market Entry Evaluation Process..............................................................5
Country Identification........................................................................................................5
Preliminary Screening........................................................................................................5
In-Depth Screening............................................................................................................6
Final Selection....................................................................................................................6
Direct Experience...............................................................................................................6
Various Strategies Available For Global Beer.......................................................................6
Establish a Microbrewery in Japan....................................................................................6
Develop a Regional Japanese Tea Beer Brand..................................................................7
Japanese Web Page............................................................................................................7
Recommendation........................................................................................................................7
Conclusion..................................................................................................................................8
Bibliography...............................................................................................................................9

INTERNATIONAL MARKETING PLAN 2
Introduction
One of the important activities of a business is marketing which is related to selling and
buying a service or product. It comprises promotion, vending and delivering service or
products to customers. This report is being presented in order to get the idea of how
marketing adds to the strategies of the business in international market context and how
Global Beer Company can get into the international market and become successful.
Global Beer Network is the high-class importer of U.S. as known for its Czech Brewery as
well as six Belgian breweries. Approximately they import 60 Belgian beer labels, along with
the well-known Gulden Piraat, Wittekerke, and Draak. These beers are available in liquor
stores, bars, and restaurants of 50 states along with British Virgin Islands, Puerto Rico, U.S1.
International Marketing
International marketing refers to making decisions for the company’s marketing mix
depending on the market which is outside the boundary of the home market of the company.
It is also considered as the organization of the strategies of marketing by the company which
is essential to trade services or goods in a foreign market2.
Difference between International Marketing and Local Marketing
Basis International Marketing Local marketing
Definition International Marketing is the
presentation of activities of
business that are aimed to
plot, price, promote and
Domestic marketing is
defined as the marketing
practices inside the home
1 Global Beer, ‘About Global Beer’, http://www.globalbeer.com/content/about-global-beer, (accessed 9 April
2018)
2 Anastasia, ‘Factors to Consider For International Marketing’, https://www.cleverism.com/factors-to-consider-
for-international-marketing/, (accessed 9 April 2018)

INTERNATIONAL MARKETING PLAN 3
control the services and
goods flow to customers in
more than one country for
earning a profit.
country of the company.
Role of Politics A significant role is played
by political factors.
Political factors are given
little importance.
Scope and Concept of International Marketing
International Marketing also called Global Marketing and today it has gained a significant
scope. It is all because of Globalization, today the strategies of marketing are not bound
within the domestic country’s boundary. The international marketing scope has developed
broadly as compared to the past. Promoting a service or good internationally is increasing up
Korea, Brazil, Indonesia, Mexico, China, Chile, India, and Argentina in the practice of
potential and new markets. Additionally, improved purchasing power and changing
preferences of the customers along with the support in attainment the information about this
altering taste has transformed the overall shape of the world.
The determination of international marketing is to broadcast the significance that has
variances between the international and national environment and the technique in which they
impact the preparation and execution of strategies of marketing in the foreign market.
The rationale for an organization to Market Internationally
Generating Revenue – Local companies regularly seek the opportunities to increase
customer base and revenue streams3.
3 N. Kokemuller, ‘Why Do Companies Go International?’, https://bizfluent.com/facts-5256365-do-companies-
go-international.html, (accessed 9 April 2018)

INTERNATIONAL MARKETING PLAN 4
Expanding the Business – International expansion permits a company to diversify the
business in various ways.
Competing for New Capital – Closely associated with the objective of more locations is the
wish to obtain new capital.
Ways to Enter in New Market or Foreign Market
Franchising – The effective thing of franchising is that it is the simplest method to enter a
new market. The business just has to carry the existing model of business, search for a
franchise in the target market, and create the franchise4.
Partnership – Partnership is comparatively an indefinite word. It can be anything, like a
business can find a partner in the new market who can support in marketing or can invest in
the activities of the business.
Direct Exporting – Direct exporting is the common strategy. It is little simple like a business
can directly sell or market its product where it is trying to enter.
Route Global Beer should adopt
Partnership –Partnership is an official procedure in which two or more business or parties
collaborate to achieve and control a business. Numerous partnership arrangements are
conceivable in which every partner can equally share profits and liabilities or certain partners
can have limited liability5.
Global beer should adopt Partnership in order to enter into Japanese market due to some of
the below-mentioned reasons:
4 N. Jeewa, ‘8 Strategies to Enter a New Foreign Market’, https://www.bubblestranslation.com/8-strategies-to-
enter-a-new-foreign-market/, (accessed 9 April 2018)
5 J. Glasby and H. Dickinson, Partnership Working in Health and Social Care: What Is Integrated Care and How
Can We Deliver It?, U.S, Policy Press, 2014, p. 1.

INTERNATIONAL MARKETING PLAN 5
Capital – As the business’s nature, the partners will provide capital or funds as the start-up
capital to the business which means that if there will be more partner they will bring more
money for the business.
Shared Responsibility – Business partners share the accountabilities of operating the
business. This will make them use their skills and abilities6.
The International Market Entry Evaluation Process
Country Identification – The Company can choose any of the countries. For this country,
identification is done in which a general overview of possible new markets is performed.
Preliminary Screening – At this stage, a scoring and ranking are done depending on the
macroeconomic factors like exchange rates, currency stability, etc.
6 M. Fagel, Principles of Emergency Management: Hazard Specific Issues and Mitigation Strategies, U.S, CRC
Press, p.160.
Country Identification
Preliminary Screening
In-Depth Screening
Final Selection
Direct
Experience

INTERNATIONAL MARKETING PLAN 6
In-Depth Screening – At this stage complete information is gathered about the target market
is such that accurate decision can be made about the marketing7.
Final Selection – At this stage company can identify the competitors or alike local
companies that have previously arrived the market to get safer costs in order to enter the
market.
Direct Experience – At this stage, the marketing manager travel to a specific country in
order to experience the culture of the country and practices of business.
Various Strategies Available For Global Beer
Establish a Microbrewery in Japan
A microbrewery is a brewery that manufactures small volumes of beer, normally smaller than
significant corporate breweries, and is self-sufficiently owned8.
Advantages
 The Possible client can add their service and sales network for Global Beer into the
creation of this larger microbrewery.
 The management of Global Beer can establish their connections with various discount
liquor retailers of Japan and can ask them to buy the beer of the company.
Disadvantages
 It is unclear that how the objectives of global Beer will be met with this venture.
 The profit margin in manufacturing is very thin.
7 Marketing, ‘The International Market Entry Evaluation Process’, http://www.marketingteacher.com/the-
international-market-entry-evaluation-process/, (accessed 9 April 2018)
8 D. Thibodeau, ‘What is a microbrewery?’, http://www.godanriver.com/news/danville/what-is-a-
microbrewery/article_02b34e66-850f-11e6-a38a-2b22e55a2c85.html, (accessed 9 April 2018)

INTERNATIONAL MARKETING PLAN 7
Develop a Regional Japanese Tea Beer Brand
Advantages
 The idea of producing a tea beer is new and will attract more customers to the
product.
 Comparatively this idea will require less financial investment, generally for R&D.
Disadvantages
 There is a high risk of producing this product because there is the probability that the
product can get unsuccessful in the market.
Japanese Web Page
Advantages
 Global Beer can adopt this strategy as it is less expensive and cover a wide range of
customers. Along with this, it will help in promoting the business.
 The information shown on the web page will be read by everybody, anyplace, and
24/7/365 offering suitability to promote.
Disadvantages
 The company has to regularly update the webpage with no crashes if it crashes or
became inaccessible business can lose mature and potential customers.
Recommendation
It is recommended that the Global Beer should execute its partnership with the company
which is already existing in the same segment because it will save the R&D cost and can gain
the customers of existing company. For example, Global Beer can sign partnership deed with
Suntory the Premium Malt’s as the company is well-known in the market for its quality,
pleasant aroma and rich taste.

INTERNATIONAL MARKETING PLAN 8
Conclusion
In the conclusion, it can be said that Global Beer can expand its business in Japanese market
because there is the huge scope. Along with this, the above report has provided enough
information which is essential for entering the international market.

INTERNATIONAL MARKETING PLAN 9
Bibliography
Anastasia, ‘Factors to Consider For International Marketing’,
https://www.cleverism.com/factors-to-consider-for-international-marketing/, (accessed 9
April 2018)
Fagel, M, Principles of Emergency Management: Hazard Specific Issues and Mitigation
Strategies, U.S, CRC Press, p.160.
Glasby, J and H. Dickinson, Partnership Working in Health and Social Care: What Is
Integrated Care and How Can We Deliver It?, U.S, Policy Press, 2014.
Global Beer, ‘About Global Beer’, http://www.globalbeer.com/content/about-global-beer,
(accessed 9 April 2018)
Jeewa, N, ‘8 Strategies to Enter a New Foreign Market’,
https://www.bubblestranslation.com/8-strategies-to-enter-a-new-foreign-market/, (accessed 9
April 2018)
Kokemuller, N, ‘Why Do Companies Go International?’, https://bizfluent.com/facts-
5256365-do-companies-go-international.html, (accessed 9 April 2018)
Marketing, ‘The International Market Entry Evaluation Process’,
http://www.marketingteacher.com/the-international-market-entry-evaluation-process/,
(accessed 9 April 2018)
Thibodeau, D, ‘What is a microbrewery?’, http://www.godanriver.com/news/danville/what-
is-a-microbrewery/article_02b34e66-850f-11e6-a38a-2b22e55a2c85.html, (accessed 9 April
2018)

INTERNATIONAL MARKETING PLAN 10