International Marketing Report: Malta Supermarket's UK Launch

This report analyzes the international marketing strategy for Malta Supermarket's planned launch of an organic energy drink in the UK market. It begins with an introduction to the product, highlighting the evolution of energy drinks and the growing consumer preference for organic products. The report then delves into market research, examining political, economic, social, technological, legal, and environmental factors within the UK. It also assesses the company's strengths and weaknesses, identifying opportunities such as first-mover advantage and technological advancements. Furthermore, the report explores existing consumer behavior, noting trends and opportunities to target health-conscious consumers. The marketing strategy section outlines objectives, segmentation, targeting, and positioning (STP) strategies. It details the marketing mix, including product development, penetration pricing, indirect distribution, and promotional activities. The report concludes by describing monitoring and controlling techniques like benchmarking and employee recruitment to ensure the success of the new product launch.

INTERNATIONAL
MARKETING

EXECUTIVE SUMMARY
This report has highlighted new product which company is looking to introduce in the market.
After that report highlights different market research and behaviour of different existing
consumer in the market. In the end report highlights marketing strategy which will be used by
the company in the future.
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Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Evolution about the new product of company............................................................................3
International Market Research....................................................................................................4
Existing consumer behaviour and opportunity present...............................................................6
Marketing Strategy......................................................................................................................6
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9
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INTRODUCTION
Marketing is the study and management of exchange relationships. Malta Supermarket is
one of the biggest Grocery chain store in the market (Armstrong and et.al., 2018). This report
highlights the short briefing about the product of the company in the market. After that report
highlights market research in the market and existing behaviour of consumer in the market. In
the end the report highlights marketing strategy which will be used by the company.
MAIN BODY
Evolution about the new product of company
Malta Supermarket is looking to introduce organic energy drink in the market. There are
many organization who used to offer variety of energy drink in the market to be consumed by
variety of the consumer but there is good opportunity for the business to offer organic energy
drink in the market. Looking at the evolution of Energy drink in the market, it can be said that it
has evolved very drastically in the recent past one of the biggest reason behind the same is
identified that evaluation of sports in the recent, as most of the sports athletic generally used to
consume energy drink on the frequent basis. At the same time increasing health issue in the
nation has impacted the demand of Energy drink in the market (Palmatier, 2018).
Some of the current and future trends related to the demand of organic energy drink in the
market are as follows:
Preference toward organic product: In the global market there is a good sort of trend of
organic product consumption. As it has been identified that all the consumer are more aware
about the health issue which are related to fast food. As almost all the nation at the global level
are suffering from some or the other health issue. For example: Obesity in UK, as result there is
good demand of organic product in the market.
Presence of carbohydrate: As Carbohydrate are the main source of energy for the body,
there is good demand of energy drink in the market, as energy drink used to presence good
amount of carbohydrate in it. This will impact the success of new product of the company in the
positive manner in the market.
Health issue in the market: It is another growing trend in the market, as it has been
identified that energy drink are generally not preferred by different doctor in the market, as they
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generally used to prescribed different juice to different consumer in the market. So it may impact
the success of the new product of the company in the coming future
After going through the current and future trend it can be said that there is good market for the
organic product to be launched, as there is good demand of the same (Zhu and Gao, 2019). At
the same time also there is good preference of energy drink in the new generation, this might
help the product of the company in seeing good success. At the same time there are some of
challenges related to health issue as well but the benefit which will be brought by the is product
are good enough to overlook all the other challenges and become one of the growing product in
the market in coming five years.
International Market Research
Malta Supermarket is looking to introduce the new product in the UK market, reason
behind the same is that there is good demand of the product. Also, UK market used to offer
wider scope for the product. Market research for the UK market and opportunity for the business
on the basis of internal analysis of the business is as follows:
Market analyses on the basis of different factor are as follows:
Political Factor: Looking at the political it can be said that there is good amount of
political stability in the UK, this will eventually help the Malta Supermarket in continuing with
the same policy for longer period of time in the market. At the same time the decision like brexit
will create the variety of the issue for the organization to expand. As Malta Supermarket has to
see some sort of restriction in trading with neighbour nation (Zhang and Wang, 2019).
Economical Factor: This factor is very favourable for the organization as interest rate
and inflation rate is at positive side this will help the company in seeing good support at the time
of capital requirement. At the same time high water and fuel rate will increase cost of company.
Social Factor: It is not that favourable factor as need and preference of different
consumer used to change very frequently this will create variety of the issue for Malta
Supermarket in long run.
Technology factor: It is favourable for the organization, as Malta Supermarket can adopt
better technology from UK to develop more proficient product in the market, to attract eye of
different consumer toward the product of the company.
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Legal factor: This factor is not that favourable in the market, as it has been highlighted that
there is change in legislation of UK and Malta, this eventually will ask the company in changing
variety of the policy in the market.
Environmental Factor: This factor is favourable for company, as company generally uses
recycle raw material in the organization in producing different packaging material for the
company in the long run.
Strength and Weakness of Malta Supermarket
Strength
Goodwill: Malta Supermarket is able to make good name in the international market with
the help of good quality of the product which is offered by the company in the market.
Financial Position: Malta Supermarket is having good sort of financial position in the
market, this will eventually help the company in planning different expansion activity more
easily in the market.
Weakness:
Competition: It is one of the biggest weaknesses for the company, that there is good
number of the organization who used to offer energy drink in the market. This eventually create
the variety of the challenges for the company.
Technology: It is another weakness for the company as company generally used to
operate with the outdated technology this may impact the business performance in the long run,
specially in developing market such as UK (Morgan and et.al., 2019).
After going through the strength and weakness of the company and external environment of the
market it has been identified that there are many different type of opportunity in front of the
company in the market. Some of them are as follows:
First mover: As need and preference of different consumer used to change on regular basis and
there is good need of organic food in the market, so this may help the company in getting the
first mover advantage in the market.
Technology advancement: Another opportunity in front of organization is to adopt new
technology in the market, also as company is having good financial strength , with the help of
same they can also procure the same in the market (Kingsnorth, 2019).
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Existing consumer behaviour and opportunity present
Existing consumer behaviour
Looking at the existing behaviour of consumer toward energy drink it has been identified
that there is good demand of same in the teenage consumer in the market, at the same time there
is good demand of the same in the athlete in the market, this is very good sign for the company
in the market. At the same time it has been also seen that there are many different type of the
consumer in the market who are addicted or just preferred a specialized energy drink to be
consumed, these eventually used to create the variety of the issue for the company to attract the
interest level of that consumer toward the product of the company. Another aspect of consumer
behaviour which is in favour of different consumer in the market is that there are some report
which is suggesting that energy drink used to create the variety of the impact on the health of the
individual, this has drive many consumer away from the energy. Malta Supermarket will be
attracting the same consumer toward new product of the company, as new product which
organization is looking to bring in the market is organic and will not bring any impact on health
of consumer in the market (Philip, 2017).
Opportunity
There are many different type of opportunity which are there in the market. Some of them are as
follows:
 Organization can target the customers who are more toward the organic product in the
market by highlighting organic aspect of the product in the marketing of the company.
 Another opportunity in front of the company is to sell the product of the company at a
lower rate as compare to other, as rate of energy drink are very high and all consumer can
not afford the same. Malta Supermarket will target low and medium income family also
to sell the product of the company in the market.
Marketing Strategy
Aim
“To launch new organic energy drink in UK market”
Objective
 To enhance the sales of the company by 20% in coming 1 year
 To enhance customer base of the company by 25% in coming 1 year
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STP
 Segmentation: It is the step in which different segment will be made in the organization
on the basis of different customer characteristics such as age, preference and need of
different consumer in the market. For this product Malta Supermarket will be segmenting
the customer in different income basis and organic preference group.
 Targetation: It is the step in which customer base of the company will be selected. To
sell new product of Malta Supermarket in the market, organization will be targeting low
and medium income consumer and also the one who used to prefer organic food
consumption in the market (Cateora and et.al.,2020).
 Positioning: It is the last step of STP framework, Malta Supermarket will be positing the
different product of the company with the help of two type of promotional tool that is
social media platform and local promotional source in the market.
Marketing Mix
 Product: Malta Supermarket will be offering the organic energy drink product in the
market. Product will be developed in the market with the help of the updated technology
which will be procured in the organization.
 Price: Organization will be using penetration pricing method in the organization to sell
the product of the company in the market. In the initial stage company will be keeping
the price of company at low rate and after some time rate of company product will be
increased.
 Place: Product of the company will be sold in the UK market with the help of indirect
distribution channel in the market. After seeing the result of the product further decision
will be taken in the market.
 Promotion: Product will be promote in the market with the help of social media
platform, as well as with the help of the local sources such as newspaper and television
add in the market. This will help the company in attracting good number of consumer
toward the product of the company (Kotler and et.al., 2017).
Monitoring and controlling
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To monitor and control different activity of the new product, two type of technique which
will be used in the organization i,e, benchmarking, in which different standard will be setup and
on the basis of the same current performance of the company is measure. Another method will be
recruitment of different employee who can control different operation of the business easily in
the market.
CONCLUSION
After going through the above report it has been analysed that there is good opportunity to
introduce organic energy drink in the market. As there is good scope for the company to
introduce the same in the market. After that report concludes the behaviour of different existing
consumer. In the end the report concludes different marketing strategy which will be used in
Malta Supermarket.
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REFERENCES
Books and Journals
Kotler, P., and et.al., 2017. Marketing for hospitality and tourism.
Cateora, P. R and et.al.,2020. International marketing. McGraw-Hill Education.
Philip, K., 2017. Principles of marketing. Pearson higher education.
Kingsnorth, S., 2019. Digital marketing strategy: an integrated approach to online marketing.
Kogan Page Publishers.
Morgan, N. A and et.al., 2019. Research in marketing strategy. Journal of the Academy of
Marketing Science. 47(1). pp.4-29.
Zhang, J. and Wang, R., 2019. Research on the Marketing Strategy of New Energy Vehicles in
SL Company. American Journal of Industrial and Business Management, 9(2), pp.306-
314.
Zhu, G. and Gao, X., 2019. Precision retail marketing strategy based on digital marketing
model. Science Journal of Business and Management. 7(1). pp.33-37.
Palmatier, R.W., 2018. Advancing marketing strategy research.
Armstrong, G. M and et.al., 2018 Marketing: an introduction. Pearson UK.
Online
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