Report: Addison Lee's International Marketing Strategies and Drivers

This report delves into the international marketing strategies of Addison Lee, a private taxi hiring company. It examines the company's marketing mix, including price, product, promotion, and place, as well as its market entry strategies such as direct exporting, licensing, franchising, and partnering. The report also analyzes the drivers of globalisation, including political, market, competition, cost, and technological drivers, and their impact on Addison Lee's operations. The report further explores international marketing strategies in emerging economies, highlighting the approaches used in countries like China, Russia, and Peru, and the factors influencing their market entry and growth. The analysis considers the strengths, weaknesses, opportunities, and threats (SWOT) facing Addison Lee in the global market and recommends strategies for successful international expansion, including the use of political drivers and licensing to enter new markets. The report concludes by emphasizing the importance of adapting marketing strategies to the specific conditions of emerging economies.

International Marketing

Table of Contents
INTRODUCTION ..........................................................................................................................1
TASK 1............................................................................................................................................1
International marketing strategies of Addison Lee.....................................................................1
Marketing mix.............................................................................................................................2
Market entry strategies................................................................................................................3
TASK 2............................................................................................................................................4
Drivers of globalisation. ............................................................................................................4
Impact of Drivers........................................................................................................................5
CONCLUSION ...............................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
International marketing enables organisation, to implement more than one marketing mix
decision at global level (Papadopoulos & Heslop, (2014)). It is one of the complex process, in
order to implement and coordinating manufacturing facilities globally. This report is based on
international marketing strategies and drivers of globalisation. Addison Lee is a private taxi
hiring company. In the task 1 marketing strategies and marketing mix are discussed. In task 2
drivers of globalisation and their impact on organisation is considered.
TASK 1
International marketing strategies of Addison Lee.
Addison Lee is largest private hiring company. The major strength of organisation is
senior team. They are expanding their business thorough digital marketing, innovative and
creative use of social media. They prepare strategies on the basis of 15 years experience.
Before, launching services,they involve various stages. Production strategy, in order to
provide services market competition and demands of clients are considered by comparing
various factors. In the second step, positioning strategy is used in order to create brand value
among users and to win trust. Perceptual stage is considered, in which customer's
perception is considered in order to understand need, purchase and quality. Another step is
product is differentiation, in which products and services are compared with other services. On
the basis of that targeting marketing takes place, in order to attract more number of clients.
Along with this pricing strategies are also considered, penetration pricing strategy is most
effective. Through this they provide prices which is effective for all groups of customers
(Czinkota & Ronkainen, (2013)).
Premium price and quality of service is used as symbol of organisation. For distribution
process, various channels are used by company such as direct, value added, consultant and
internet. Company uses both traditional as well as advance distribution channel in order to cover
wide range. Along with this methodologies varies from business to business or business to
clients. On the basis of that direct and indirect channels are recommended. At the last stage
promotional strategies are implementation, in order to advertise services and products. For this
various mediums are used such as digital, social, newspaper and magazines. Addison Lee
consider each step important for marketing. They also considered various economical and
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social factors while launching services at global platform. Through implementing all these steps,
they are second largest private hiring company of Europe (Dinnie, (2015)).
Marketing mix
It consists of various factors that are controlled by organisation in order to maintain
purchasing of products and influence more number of clients. Addison Lee prefer it in order to
analyse impact, before promoting any products. It consists of four typical mix- price, product,
promotion and place. In order to have deep study, its extended version is also available like
packaging, positioning and people.
 Price: It refers to cost that is associated with product. It depend on various factors such as
resources availability, production, supply and transportation charges. Various pricing
strategies are considered for pricing of any product. Addison Lee use market-oriented and
value-based pricing approaches, in order to provide actual and precise cost to their
clients.
 Production: It is used to represent the quality and quantity of products that are being
developed by company. Provided services should be able to attract clients in order to
maintain growth of firm. Addison Lee is able to understand the demands of clients, on the
basis of that necessary changes can be introduced into products.
 Promotion: This step is considered in order to promote or advertise services to their
clients. For this various customers related offers like contests and prices are organised in
order to influence clients (Doole & Lowe, (2012)). In order to attract customers, Addison
Lee also use various promotional strategies. Such as schemes like free rides, prizes and
discounts.
 Places: In order to increase point of sale, places are also considered through strategies.
For this proper distribution channel and flow of services locations are essentials. Perfect
selection of location directly, influence growth of business. Addison Lee usually, covers
urban ares in order to attract more users (Hooley, Nicoulaud & Piercy, (2011)).
Market entry strategies
There are various approaches are available in order to enter into foreign market. All
strategies differ on the basis of international marketing conditions. Some of them are following:
 Directing Exporting: In this emerging market strategy, direct selling of services takes
places. Distribution channels are constructed once at the starting of process. Along with
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this agents and distributors are involved in order to maintain company growth and
reputation into market (Keillor, Hult & Babakus (2015)).
 Licensing: In this approach arranged contract takes place, through which organisation
transfer their rights to other firm. This method is effective for large market or if firm
wants to enter into large market.
 Franchising: This approach is usually considered, if organisation wants rapid expansion.
They work on repetitive business model due to which easy market transformation takes
place. But firm should have strong brand value and image in order to influence clients.
 Partnering: Through this approach organisation is able to make co-marketing
arrangement for manufacturing. This method is effective if organisations are having both
cultural and social marketing strategies.
In order to identify threats and opportunities for Addison Lee SWOT analysis is
following:
Strengths
 Base model of firm can be operated by
owner only.
 Rapid expansion of organisation.
 Financial stability
Weaknesses
 Misbehave of drivers can affect
company reputation.
 Accidental causes can be huge.
 Monetization is complex process.
Opportunities
 Internet and smartphones can increase
business.
 Shifting of clients towards
convenience.
Threats
 Increased competitors.
 Lack of government regulation
 Customer's are less loyal.
In order to justify need of international marketing approach, marketing mix principle is
used. To identify promotional need based on the conditions and demands various strategies are
implemented. Through products, companies tries to satisfy needs of clients, also try to provide
different features from competitors. Pricing, deals with providing services at affordable price
(Malhotra & Whitelock, (2013)). Place, refers to effective location for proper functioning of
distribution channel. Promotions are use to make clients aware about the services provided by
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operator. This helps organisation, in order to reduce lost and provides opportunities (Nebenzahl
& Jaffe, (2013)).
TASK 2
Drivers of globalisation.
In organisation globalisation have different types of drivers, such as political,
competition, cost and market. It also depends on technologies, like internet, mobile phones and
satellites navigation system. Addison Lee is influenced through various drivers. Some of them
are following: Political driver: Different trading rules and regulations are imposted by government. That
allows firm to make direct investment all over the world. Which helps organisations to
grow faster. GATT (General Agreement on Tariffs and trades ) in 1947 and the WTO
(World Trade Organisation) in 1995 are some of the example of government policies in
order to promote globalisation (Market Entry Strategies. (2017)). Market driver: Domestic markets are getting saturated day by day, due to which
opportunities are reducing and opportunities are becoming limited. To overcome such
issue globalisation can be used as option. Through the experience of customers need,
various possibility are available in order to expand company ( Papadopoulos & Heslop,
(2014)). Along with this market transfer also increased incentives of firm at global
platform. Competition driver: Increase in global market, directly influences the inter-firm and
intra-firm competition. Along with this some countries provides two-way trades and FDI
policies in order to support rapid growth at international level. Cost driver: Cost of products vary from one place to another, which can be considered
advantageous for global companies. It can be considered as opportunities in order to scale
up economy and production (Czinkota & Ronkainen, (2013)).
 Technological driver: It plays important role in globalisation, by providing shape and
foundation. Innovation and creativity are essential, in order to bring revolution into
organisations. Some of the areas are telecommunication, computation and
microprocessing. Along with this internet is also one of the biggest implementation of
technology. Through which globalisation is reached at another level.
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Impact of Drivers.
Addison Lee is highly influenced by various drivers of globalisation. In order to emerge
into new market these factors are directly influencing them. In order to overcome, various
strategies are implemented such as direct exporting, licensing, franchising, partnering and so on.
Different emerging marketing strategy can cause huge impact on company (Dinnie, (2015)). If
Addison Lee consider directing exporting technique, organisation will be selling their services
and products directly by using existing distribution channel. Political and competition driver
affects firm, such as different countries have different economical policies, trades and export
duties. Which can cause huge impact on the economic growth of company. In competition
drivers, various intra-firm will give compete with organisation.
Licensing is another market emerging strategy, in this company provides access to other
firms in order to use product and services. Through this approach, market driver can influence
organisation. It provides global platform to comapny, along with this various opportunities are
also provided to Addison Lee (Doole & Lowe, (2012)). In order to expand their business,
franchising strategy can be used. This provides rapid expansion of firm and also increases
profitability, cost driver influence growth by providing opportunities to organisation. Partnering
emerging scheme can be used by company in order to expand business at foreign market. For
this firm need co-marketing arrangement in order to promote their service. Technological driver
can affect, because firm need to spend huge capital in order to promote their service at internet.
Joint ventures is an option available for emerging market. In this method third part is
involved for expanding business into local market. Through this approach competition and
political driver can affect the growth because various rule and regulation can be implemented on
organisation.
On the basis of above analysis, Addison Lee can use political and licensing in order to
emerge into new market. Theses strategies help organisations in order to expand their business
at global platform (Hooley, Nicoulaud & Piercy, (2011)). In order to implement them, new
distribution channel is not required. Various government policies also provide strength in order
to expand into foreign countries.
International marketing strategies in emerging economies
Currently, investors are investing money into emerging economies. According to the
research of Bloomberg Marketing Magazine, investors follow structured financial- marketing
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strategies in order to make investment. For this countries are rate on the basis of economical
freedom, resources and corruption level. On the basis of report, Philippines, china, Russia and
Peru are under the list for emerging economies. Various marketing opportunities are provided to
investors in order to attract, along with this foreign investment policies are also playing essential
role by increasing growth rate up to 33% from 1996. Various hurdles like economical restriction,
government policies and availability of resources affected the growth (Keillor, Hult & Babakus,
(2015)).
According to international marketing strategies of China, they involve various cultures in
order to attract capitalist such as diffused, categorisation, relationship focused, formal and mono-
chronic. Apart from that different economical policies are also implemented to grow business
faster. For this in 1978, economic improvement campaign was organised. Aimed to minimise
burst cycle and control inflation in order to maintain growth of country. Various acts are
introduced in order to encourage setup of factories and industrial plant at rural area. Along with
this friendly relationship is maintained with neighbouring power centre, such as India and Japan.
Different distribution systems are considered in order to maintain effective flow of services such
as cluster, non-Chinese 3PL and localization model.
In Russia time, capital and resources are considered essential for developing business.
Designing and development of strategies are based on the core of product benefits and natural
resources (Malhotra & Whitelock, (2013)). Where in Peru, marketing strategies are based on the
international arrivals and Peruvian travellers. In traditional approach, service are provided at
variety of routes. Along with this instructions are identified on the basis of countries.
CONCLUSION
On the basis of above report, international strategies are essential for expanding business
at global platform. For this various international strategies are available, along with this
marketing mix principle is also considered. On the basis of analysis, Addison Lee considered
structured marketing approach. In which every stages are equally important for marketing.
Various drivers of globalisation are also considered, on the basis of that impact of drivers are
also analysed.
REFERENCES
Books and journals
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Papadopoulos, N., & Heslop, L. A. (2014). Product-country images: Impact and role in
international marketing. Routledge.
Czinkota, M. R., & Ronkainen, I. A., (2013). International marketing (10th ed). Andover:
Cengage Learning.
Dinnie, K. (2015). Nation branding: Concepts, issues, practice. Routledge.
Doole, I. & Lowe, R. (2012). International Marketing Strategy: Analysis, Development and
Implementation. United Kingdom: Cengage Learning EMEA
Hooley, G., Nicoulaud, B. & Piercy, N. (2011). Marketing Strategy & Competitive Positioning.
Harlow, England: Prentice Hall.
Keillor, B., Hult, G. T. M., & Babakus, E. (2015). The Natid Scale: Construction of a National
Identity Scale for Application in International Marketing Research. In Proceedings of the
1994 Academy of Marketing Science (AMS) Annual Conference (pp. 220-224). Springer
International Publishing.
Malhotra, N. K., Wu, L., & Whitelock, J. (2013). An updated overview of research published in
the International Marketing Review: 1983 to 2011. International Marketing
Review, 30(1), 7-20.Malhotra, N. K., Wu, L., & Whitelock, J. (2013). An updated
overview of research published in the International Marketing Review: 1983 to
2011. International Marketing Review. 30(1). 7-20.
Nebenzahl, I. D., & Jaffe, E. D. (2013). Measuring the joint effect of brand and country image in
consumer evaluation of global products. Journal of Marketing Practice: Applied
Marketing Science.
Online
Market Entry Strategies. (2017). [Online]. Available
Through:<http://economictimes.indiatimes.com/definition/marketing-mix>. [Accessed on 20th
June, 2017].
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