EduQual International Marketing Management Assignment

This report, prepared for the EduQual Diploma in Business and Marketing Management, focuses on international marketing management, entrepreneurship, and innovation. It begins with an introduction to international marketing, followed by an evaluation of international marketing research techniques, differentiating between desk and survey research. The report then explores various methods for entering a new market, including franchising, joint ventures, and partnering. It also examines distribution channels for exporting identified products or services, specifically highlighting indirect exporting strategies. Furthermore, the report identifies and evaluates a target market for a new product, utilizing the STP model (Segmentation, Targeting, Positioning) to analyze behavioral segmentation and health-conscious consumers in the UAE. The conclusion emphasizes the importance of marketing in a new market and summarizes the different research and entry strategies discussed. References include academic sources on international marketing.

International Marketing Management,
Entrepreneurship and Innovation

TABLE OF CONTENT
 Introduction
 Evaluate international marketing research techniques for a chosen market
 Methods of choice for entering market place
 Choice of distribution channels for export of identified products / services
 Identify & evaluate a target market for new product and selection of market segment
 Conclusion
 References

INTRODUCTION
 International marketing can be referred to as the
procedure of application of marketing techniques as
well as principles on a worldwide scale with a view
to enhance the market share of organisation.

EVALUATE INTERNATIONAL MARKETING
RESEARCH TECHNIQUES FOR A CHOSEN
MARKET
 The ways to carry out international marketing
research are identified to be Desk Research and
Survey Research.
 Hereby, the former seeks to collect data by way of
documentary sources or other types of published and
unpublished sources.
 .

DESK RESEARCH
 This is a type of method which is
being used by the company in order
to research for the market trends by
sitting in the office itself.
 The desk here means to research for
the relevant topic and the market
trends going currently in the market.

SURVEY RESEARCH
Under this type of method, a survey is conducted
by the company and the people appointed for
survey goes from place to place and asks for
people about their views and thinking relating to
the research topic.

METHODS OF CHOICE FOR
ENTERING MARKET PLACE
There can be various market entry strategies that can be effectively adopted by
GREGGS PLC to enter successfully in the market of UAE with its gluten free and organic
offerings. Such strategies are discussed below:-
Franchising Joint Venture Partnering

FRANCHISING
This is a method of expanding in the foreign
market in which the company provides its
rights and patent to other company who can
run the business of the company offering the
rights.

JOINT VENTURE
This is another form of entry to international
market under which two or more business
comes together for a specific purpose and as the
purpose is fulfilled the venture comes to an end.

PARTNERING
This is a method under which two or more people
comes together and start a business by employing
equal amount of capital.

Choice of distribution channels for export
of identified products / services
 The management of GREGGS PLC has decided to
export the organic and gluten free bakery offerings
by making use of indirect exporting strategy.
 Hereby, the services of an Agent would be used who
would charge them commission in return of the
services provided by them.

INDIRECT EXPORTING STRATEGY
This is a strategy under which the good and services
are sold to the immediate intermediary and they in turn
sells the goods further to either directly to the
consumer or to the importing wholesalers.