International Marketing Plan: Greenergy's Expansion into Asian Markets

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INTERNATIONAL MARKETING

Table of Contents
INTRODUCTION.......................................................................................................................................4
EXECUTIVE SUMMARY.........................................................................................................................5
LO1..............................................................................................................................................................6
P1 ANALYSE THE SCOPE AND KEY CONCEPTS OF INTERNATIONAL MARKETING.....................................6
P2 EXPLAIN THE RATIONALE FOR IT TO WANT TO MARKET INTERNATIONALLY AND DESCRIBE THE
VARIOUS ROUTES TO MARKET THE CRAWFORD HEALTHCARE CAN ADOPT...........................................8
M1 EVALUATE THE OPPORTUNITIES AND CHALLENGES THAT MARKETING INTERNATIONALLY
PRESENTS TO CRAWFORD HEALTHCARE...............................................................................................10
LO2............................................................................................................................................................11
P3 EVALUATE THE KEY CRITERIA AND SELECTION PROCESS TO USE WHEN CONSIDERING WHICH
INTERNATIONAL MARKET TO ENTER.....................................................................................................11
P4 EXPLAIN, USING EXAMPLES, THE DIFFERENT MARKET ENTRY STRATEGIES, INCLUDING THE
ADVANTAGES AND DISADVANTAGES OF EACH.....................................................................................13
M2 APPLY THE MARKET EVALUATION CRITERIA AND ENTRY STRATEGIES AND MAKE
RECOMMENDATIONS FOR CRAWFORD HEALTHCARE...........................................................................15
LO3............................................................................................................................................................16
P5 AND M3 PRESENT AN OVERVIEW, CONTEXT AND CIRCUMSTANCES OF THE KEY ARGUMENTS IN
THE GLOBAL VERSUS LOCAL DEBATE.....................................................................................................16
P6 AND M4 INVESTIGATE HOW THE PRODUCT, PRICE, PRICING AND PROMOTIONAL DISTRIBUTION
APPROACH DIFFERS IN A VARIETY OF INTERNATIONAL CONTEXTS.......................................................18
LO4............................................................................................................................................................19
P7 EXPLAIN AND ANALYSE THE VARIOUS INTERNATIONAL MARKETING APPROACHES CRAWFORD
HEALTHCARE CAN ADOPT......................................................................................................................19
P8 COMPARE HOME AND INTERNATIONAL ORIENTATION AND WAYS TO ASSESS COMPETITORS,
OUTLINING THE IMPLICATIONS OF EACH APPROACH...........................................................................20
M5 EVALUATE VARIOUS MARKETING APPROACHES AND COMPETITOR ANALYSIS IN RELATION TO AN
ORGANIZATION AND MAKE RECOMMENDATIONS ON HOW THEY SHOULD OPERATE IN AN
INTERNATIONAL CONTEXT....................................................................................................................22
CONCLUSION.............................................................................................................................................23
REFERENCES..........................................................................................................................................24

INTRODUCTION
International marketing can be defined as the adoption of various marketing strategies to meet
the needs of international client's i. e, those who reside across the national boundary. It can also
be called global marketing as it takes place across the globe. It can be used with the help of
digital mediums. This assignment will cover what are the international markets. What are the
factors affects the functioning of the international market? It will also evaluate the parameters
which are necessary to enter into the international market. And how the local and global
organization should adopt the strategies to get maximum advantage and benefit for their product
and services (Anastasia, 2015).
Greenergy is a UK based energy distributor. It distributes blended fuel product and currently
active in other Europe, the Middle East and both the Americas. It recently entered into an
agreement with one UK based energy supplier firm. They are planning to supply new marine fuel
also. And they are also planning to improve their distribution network and for that, they need
impactful digital marketing strategy (Greenergy, 2019).

EXECUTIVE SUMMARY
Greenergy is a UK based energy distributor. It distributes blended fuel product and currently
active in other Europe, the Middle East and both the Americas. It is using both local and global
marketing strategies to increase its potential market share and profit margin. Greenergy is
planning to enter into green energy market into various Asian countries as they offer a large
market size and demand. It should also focus on the cost-effectiveness of its products as it may
affect its market share (Greenergy, 2019).

LO1
P1 ANALYSE THE SCOPE AND KEY CONCEPTS OF INTERNATIONAL MARKETING
International marketing can be defined as the adoption of various marketing strategies to meet
the needs of international client’s i. e, those who reside across the national boundary. It can also
be called global marketing as it takes place across the globe. It is designed to devise a plan,
establishing the price, using appropriate promotion strategies and then supplying goods and
services in the target market (Business standard, 2019).
Difference between domestic and international marketing:
Domestic marketing can be defined as the marketing method devised to launch, promote and
supply product into the domestic market while International targeting methods designed to
launch, promote and supply the product across the national border. In domestic marketing, the
penetration of product is confined to the home country only while international marketing
products serve many counties. In domestic marketing requirement of capital is relatively low and
technological advancement is also limited. International or global companies are supposed to get
more risk and competition. One more difference between these two marketing methods is that
local companies invest less in research and development because of low diversity in user’s
demand (Anastasia, 2015).
Scope of International marketing
Scope of international marketing can be explained with the help of the following parameters:
Import and export: This type of marketing method helps companies to import product at a
relatively low price from the domestic market. And export the product at a profitable price. So,
an effective import and export marketing strategy may help an organization to increase its profit
margin and create a strong supply chain (Longitude, 2018).
Establishment of manufacturing unit or entering into agreements: International marketing
helps nations to establish their manufacturing units in those regions where tax rates are low and
low-cost labour is available along with easy availability of other manufacturing units.

Importance in the global arena: A global marketing strategy plays an important role in the
whole product development cycle and its supply chain management. No product can survive in
the global market without the use of an effective marketing tool. The global market also offers
various opportunities for increasing the revenue generation for a particular product. Promoting a
product is the international market is in trend in many Asian economies, the American economy
and European countries (Anastasia, 2015).
Types of businesses
Joint ventures: a joint venture is the term used when two different brands or companies enter into
an agreement to create a niche in the potential market. They agree upon many other conditions
like profit sharing, stipulated time etc.
Owned manufactures: owned manufacturing takes places when one organization decides to set
up a manufacturing unit in some other nation due to various positive factors (Isaac et al., 2018).
Contract manufacturing: As many least developed countries are now part of WTO with the
proper study of market companies can enter into an agreement with the manufacturers who are
offering products at low cost.
Cultural dimension also plays a pivotal role in product development and promotion. If some
organization is active in more than one nation then they have to design their plan, product and
marketing strategies according to the local needs. Advertisements mainly should carry cultural
elements in it to attract local consumers (Isaac et al., 2018).

P2 EXPLAIN THE RATIONALE FOR IT TO WANT TO MARKET
INTERNATIONALLY AND DESCRIBE THE VARIOUS ROUTES TO MARKET THE
CRAWFORD HEALTHCARE CAN ADOPT
The logic behind adopting global marketing for any newly launched or existing product is to
increase the penetration and profit for that product. Potential markets are also rising with the rise
in per capita income globally, offers many new opportunities to small and big firms to grow
successfully (Liu et al., 2019).
There are many factors which influence international marketing is as follows:
Organizational: the structure, events, human resource, internal policies of an organization
affects the marketing methods. Changes in leadership and changes in the market are also
affecting the mode of marketing.
Domestic: these factors are the legal and political situation in the country. As well as resources
availability also affects at the domestic level (Westjohn et al., 2018).
Global: Global factors that affect business marketing are demography, national and international
rules and regulations, social and cultural differences and operational differences. They are not in
control of business entities. WTO, World Bank etc. some organization are also involved.
Factors that influence internationalization Contract manufacturing: As many least
developed countries are now part of WTO with the proper study of market companies can enter
into an agreement with the manufacturers who are offering products at low cost.
Experience of an organization or marketing manager helps in establishing the price of a product
and a place influence the way in which promotion of a product has to be done. The capability of
an organization in monetary, technological and in the form of human capital also plays a pivotal
role in marketing plan design. Ambition, companies are likely to set ambitious targets if they
have ample resource and the type of leadership that affect that mission. Learning and knowledge,

knowledge of the workforces and the top leadership and their capacity to behave as per the
demand of the market also affect marketing mechanism (Longitude, 2018).
Entrepreneurial behaviour decides the type of strategy that has to be adopted by the organization.
Attitude to take the risk with the aim to increase the profit margin also helps the organization to
implement its strategies. And often, localization advantages like infrastructure and availability of
ample and resources influences the type of marketing method has to be adopted by an
organization. Role of marketing along with all other factors influence the product development
and distribution profitably (Sapouna et al., 2018).

M1 EVALUATE THE OPPORTUNITIES AND CHALLENGES THAT MARKETING
INTERNATIONALLY PRESENTS TO CRAWFORD HEALTHCARE
Following are the challenges that are faced by Greenergy while doing international marketing of
its products:
Political Risk: the global business and the brands like Greenergy are always facing political risk
as the national government or some international organization at any time may enforce or change
some law which may affect the business negatively. Political fallout in GCC and OECD
countries also affects its trade (Sapouna et al., 2018).
Exchange rate risk: change in the currency exchange rate may affect the international trade of
Greenergy. Despite the presence of organizations like IMF, global brands are always prone to
change in such rates. It affects the profit-making of companies by affecting export and import
prices.
Credit risk and economic instability: Greenergy being an international player is always prone
to credit risk due to profit and loss and changing crude oil prices in the global market. Due to the
rapid change in oil prices and the invention of shale gas and other energy sources puts its capital
at risk (Isaac et al., 2018).
Insider trading: insider trading and stealing information by the rivals put challenges in the
functioning of Greenergy. Though, there are some international norms present to curb such
practices because the information plays an important role in establishing the price of a product in
the international market (Liu et al., 2019).
Economic volatility: changes in the global economy due to political, legal and some other
reasons affect the global economy and functioning of international organizations like Greenergy
(Westjohn et al., 2018).

LO2
P3 EVALUATE THE KEY CRITERIA AND SELECTION PROCESS TO USE WHEN
CONSIDERING WHICH INTERNATIONAL MARKET TO ENTER
The criterion that should be taken into account before entering into a new market is as follows:
Political Criteria: every organization should understand the political scenario in the home
country and any other nation because it directly affects the manner in which business needs to be
conducted. Companies should abide by the statues and regulations (Liu et al., 2019).
Trade barriers: trade barriers should be studied first before entering into any new market place.
They can also be qualitative trade barriers and affects the functioning of an organization. Local
conditions sometimes, also act as a trade barrier. So, companies after a complete analysis of the
new market should enter (Isaac et al., 2018).
Market demand: market demand plays directly affects the profit-making power of a company.
So, the nature and type of demand have to be studied along with the study of similar products
that their rivals are offering. Analysis of the market demand also helps in devising a proper plan
and strategy for a particular product (Sapouna et al., 2018).
Economic criteria: every business entity planning to enter into the new market should study the
economic factors like availability of resources, labour, labour laws and availability of fund and
technologies. Size of the economy should also be considered as it directly affects the trade of the
company (Long and Stocker, 2018).
Social and cultural criteria: social structure and cultural background, size of the population, their
education and religion affects the functioning of an organization directly or indirectly. Cultural
practices of religion also influence product marketing in a specific region (Longitude, 2018).
SELECTION PROCESS:
The selection process starts with the identification of a market or nation based on certain
parameters like political, social, economic and cultural factors. After that initial screening takes
place with the help of screening of exchange rates, market size and stability etc. it helps a
company to revise its marketing strategy. Post initial screening in-depth screening of market

takes place like distribution network, the how the product is going to affect the market etc. all
these steps helps in the final selection of a country as a new trade destination for an organization.
And in the end, the personal experience of a marketing manager or marketing executive plays an
important role in the selection process (Business standard, 2019).

P4 EXPLAIN, USING EXAMPLES, THE DIFFERENT MARKET ENTRY STRATEGIES,
INCLUDING THE ADVANTAGES AND DISADVANTAGES OF EACH
There are various strategies which are used by a company to enter into the international market,
but they also have some advantages and disadvantages. These strategies are as follows:
JOINT VENTURE: Joint ventures: a joint venture is the term used when two different brands
or companies enter into an agreement to create a niche in the potential market. They agree upon
many other conditions like profit sharing, stipulated time etc. (Isaac et al., 2018).
ADVANTAGE:
 Risks are divided among investors.
 Brings new and better resources for the investor (Westjohn et al., 2018).
DISADVANTAGE:
 Profit sharing is equal irrespective of inputs and efforts.
 Sometimes, the objective if JVs are vague and led to ambiguity.
EXPORTING: exporting is the most popular technique used by any company to enter into the
global market. Exporting of the product means manufacturing product in the home country then
selling it into the foreign market with the aim to earn a profit (Morgan et al., 2018).
ADVANTAGE:
 It requires the least investment to enter into a foreign market.
 It is a less risky and viable mode of entering into a foreign market.
DISADVANTAGE:
 Exchange rate of currencies is always a potential threat to earning from exports.
 The procedure to enter as an exporter in the international market is very tedious (Long
and Stocker, 2018).