International Marketing Strategy Report: Kickerco's Expansion

This report provides a comprehensive analysis of Kickerco's international marketing strategy, detailing the market research requirements for global expansion, including data validity, international marketing information systems, and suitable research methods like surveys, focus groups, and field trials. It examines the use of environmental scanning tools like PEST and SWOT analyses, and addresses pricing and financial issues affecting international operations. The report justifies the business case for international marketing, highlighting the tools and risks involved, such as regulatory changes and financial risks. It also explores various international marketing methods like exporting and joint ventures, assessing risks related to market conditions and government involvement. Furthermore, the report delves into the influence of local culture, language, and ethical considerations on marketing communications, the role of technology, and the implications of different sales and marketing communication strategies, culminating in an analysis of globalization's impact on communications.

International Marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
TASK 2............................................................................................................................................3
Key features of international markets.........................................................................................3
Evaluation of operational considerations that should be taken into account during the
developing time of international marketing strategies................................................................4
Characteristics of an international marketing strategies.............................................................4
Legal implications associated with implementing and developing interactional marketing
strategy........................................................................................................................................4
On the basis of particular organisation evaluation of international marketing strategies...........5
TASK 3 ...........................................................................................................................................5
Measure the way by which local culture and language and ethical considerations can influence
marketing communications.........................................................................................................5
Role of technology in international marketing communications................................................6
Implications and requirements of various sales and marketing communication strategies........7
Analyse the globalization concept and review on their impacts on communications.................7
CONCLUSION................................................................................................................................9
REFERENCE.................................................................................................................................10

INTRODUCTION
International marketing is one of the best and effective application of marketing
principles in order to satisfying people needs and wants across the globe in a particular time
frame. On the other side international marketing consist different kind of activities within the one
or more nation which is also known as global marketing because it includes in marketing mix
concepts such as product, price, place and promotion for giving facility to various nations
people. The present assignment is based on Kickerco organisation which is trading nationally
from past years now this company is looking forward to start their business internationally. It is
important in providing services to different people and able to achieve goals and objectives
easily. This report consists of international marketing strategy. Features of international
marketing with the evaluation of marketing strategy. At last, local culture, language and ethical
considerations that can influence marketing communication is discussed. (Bowie and et. al.,
2016).
TASK 1
Market Research requirement for international marketing
Kickerco is an organisation which is starting it's business at global level and thus it
requires a lot of fund and money. While expanding market at global level, every company needs
money so that it can effectively establish successful business. In context of Kickerco, it wants to
expand it's business at global level then it is important to make an international marketing
strategy. This will help this company to better analyse international markets and develop their
business in these. First of all, the company Kickersco will analyse issues and opportunities in
UK market. After this analyses it has to estimate the rate of success in business. The analysation
of market will include knowing the customers properly. After this marketing campaigns and
programs are made so that Kickersco is able to attract potential customers of UK. The most
important factor while expanding globally is making effective distribution channel for product of
the company. The analysis of market will help to analyse carious factors about UK market like
competitors of Kickersco, sales activities, market share, demands of customers, etc. (Buhler and
Nufer, 2012).

Validity of data produced in developing markets:
Illustration 1: Data Analysis Outsourcing, 2018
Source: Data Analysis Outsourcing, 2018
From the above given data it has been specified that in context with international market
there are so many ways which is used by firms in order to know accurate information towards
business expansion in a perfect way. Therefore, validity of this data always produced large
number of market drivers in order to achieve better outcomes in an appropriate manner.
International marketing information systems:
International marketing research and related any project towards research usually comes
when a firm able to search different types of issues that really needs to be solved in a perfect
manner. Therefore, data collection defines the overall development of regular and formal
collection of accurate information in a proper way. Therefore, Kickerco is required to conduct
various research programmes as they wants expand their business at high level. Along with this
they can achieve their target through using sorts of information systems. Apart from this if
respective firm will use these types of IT knowledge and information then they can make their
services accordingly and able to get success in their business as well. Through following huge
strategical tools they assist its overall workforce and encourage them towards achieving perfect
goals and objectives.

Suitability of different marketing research methods in an international context.
There are different types of research method which is used by firms globally before
entering in new market. With the help of several method of research firms are able to expand
their business internationally. There are some methods which are going to be discussed below:
Survey: With the help of this marketer is able to define sample group and target market.
On the basis of survey firms can easily analyse different types of questionnaires through taking
kind of interview from people at marketplace. As it is not much expensive process so that it can
be used by any firm to expand business globally. Apart from this survey is most important tool
which help firm to reduce difficulties and increase their growth.
Focus group: It is one of the best research method which is used by marketer in order to
discuss with large number of people within society. With the help of this they can know about
proper scenario of international market so that they can make their services and products
according to people demand.
Field trials: During expansion of business within new country or globally than it is
necessary for firms to conduct field trials research in order to get accurate knowledge about that
particular place so it will help them to make unique products, adjusting price along with it also
improve packaging in a perfect way.
On the basis of these assorted marketing research method at international level will help
Kickerco, so that they can make different types of goods and services for their customers through
expansion of business in new place. Along with by having different type of research information
will encourage them to bring modifications in their work through which they can get successful
goals and business growth at new place.
Use of environmental scanning tools:
Environmental scanning tools refers to the process of seeks accurate information about
different types of events and firm's environment, knowledge and so many chart for betterment of
future. Therefore, this is generally used to describe gathered information from the environment
in a proper way. Apart from that, environment scanning tools includes PEST analysis, SWOT
which provide information towards country's analysis that help business or firms to achieve
organisational goals and objectives in a proper manner. Therefore, respective firms is needed to
have this type of tool before entering in new market place.

There are several ways in which pricing issue may affect international business. In the case
of highly volatile currencies pricing can be highly complex, especially under conditions of high
inflation. The pricing decision must consider the replacement cost. Pricing decision must assure
the firm of sufficient funds to replenish inventory that might result in the demand for frequent
price adjustment. Change in currencies and exchange rate changes in relations to the target
market are some other ways which affect international operation.
Analyse how business case for international marketing can be justified
In order to justify present business in international market, this can be said that in order to
make most successful business within the globe company needs to adopt unique tools and
techniques by which they can manage their work and able to achieve targeted goals. In reference
with Kickerco, as they want to become more successful business operator so that for this they are
required to have different kind of unique tools and techniques for gaining their purpose within
the workplace. Along with this they should have better list of their alternatives solutions by
which they can easily take decision for expanding their business in a perfect manner. Therefore,
this can be said that respective company should properly analyse of their overall strategies for
long term stay in international market (Christopher, Payne and Ballantyne, 2013).
Tools for international market:
From the above analysation this company applied different tools like customers feedback,
mapping opportunities and so on. On the basis of these terms Kickerco is easily available to
increase their business within the UK with good image. Along with this marketing opportunity is
most useful tool by which they can expand their business with the help of FDI. Thus, there are
certain tools which make this organisation famous and encourage them to expand business
worldwide. Therefore, it will influence overall position of this organisation in a positive way and
able to achieve organisational goals.
As per the present scenario each and every country have its own opportunities and growth
lines by expanding their businesses globally. Therefore, during the expansion of business there
are some risk factors which all are face by company such as political and technological changes.
In reference with Kickerco, they have faced different kind of foreign trade policies in which they
can get negative results in relation to their results. Along with this country can also have various
issues such as poor infrastructure, heavy amount and so on which influence company's output
and economic condition of working place. Apart from this Regulatory risk always changes the

trade laws because it can be raise any time within the market that impact companies and their
working functions. In order to make effective effective goals and objectives company should
apply unique strategies by which they can get better results within the particular time frame.
Along with this there are different kind of methods which is used for international
marketing such as indirect exporting it is the best way for exporting goods from one to another
country (Desbordes, 2012). Wherein direct export refers to the international trading and handle
their own export performance and activities by which they can play their role in various ways.
Joint ventures are the part of local investors and controlled by ownership of the firm. As per
these methods there is one method which is very important named as licensing in this licensor
give license to foreign company in order to running their overall process like patent, trade secret,
trademark and so on. With the help of this respective company can achieve their goals in an
effective manner with higher profits within the international market.
Assess the risk which must be considered for International marketing
Financial and pricing issues:
According to this there are different kind of pricing and financial issues that influence
international operations such as rate of market growth it influence the pricing policies and
methods of company and their goods and services. Some times these products can be unsuitable
for financial policies as well as involving in initial low with negative margins. Another financial
issues is post skimming strategies in which cost of product is not enough so that makes effective
cost decision and based on the time and size of the product which can be deduct from initial price
of firm's amount.
Impact over international operations:
As per the above financial and pricing issues this can be said that Kickerco, required
to have effective tools and techniques in order to evaluate their overall output and financial
values by which they can manage their cost factors effectively. In order to remove sort of
challenges and pricing issues they need to develop effective aspects for increasing their market
growth without any issue to gain competitive advantages in an effective manner.(Durkin,
McKenna and Cummins, 2012).
Market conditions:
These type of conditions are mainly involve several factors that generally influence
housing market within specific area like demographics, living, demand and supply and so on. If

respective firm will have this type of information than they can analyse overall situation of
market before entering.
Local government involvement in the economy:
Local government plays very important role within the development of economy in a
perfect way. With the help of this they can get connected with several business activities and
firms and responsible to give so many rules and policies towards operating business in a smooth
manner. If respective business is able to have good connection with local government than they
can get new ideas and thoughts and make their business effective for better expansion.
Risk maps:
It is also known as risk heat map which is generally used to identified different types of
data in order to communicate about proper risk which can be faced by an organisation.
Therefore, respective firm should have risk map help firms to analyse their prioritize about risk
which are associated with their business.
From the above marketing factors this can be said that all of these factors are influencing
risk in positive way. This is because if firms have kind of research techniques so that they can
easily expand their business without any issues.
TASK 2
Key features of international markets.
International markets can be define in both simple and complex way. On the other side it
is a market which deals with other market across the borders in order to make better relations
with another markets effectively. Along with this international market always face different kind
of challenges such as political and cultural in order to gain competitive advantages but in order to
improve these situation they always able to formulate effective strategies to make their company
attractive in a particular way. There are some features of international market, those are given
below:
 International market refers to the particular subject in relation with tariffs and non tariff
barriers. Therefore, due to some changes within the foreign exchange rates company may
have competition by implementing on new strategies.
 International markets are always regulated by international forums like world trade
organisation and so on.

 It always have presence of different kind of trading blocs and there is also dominance of
multinational corporations effectively.
International markets are different from the following three perspectives:
Nature: Local economic and political conditions are totally different in every country so
that each country have different type of communities. For this respective firm is needed to
analyse several type of market information to achieve targeted goals and objectives. Therefore, it
is necessary for firm to have accurate information towards global market.
Marketing method: Within the technology advancement each and every kind of market
have different types of tools and method in order to satisfy consumer’s needs and wants in a
proper way. For this firms is needed to have unique techniques in order to make their all over
services better.
Local conditions: In present scenario each and every country have their own size, nature
and scope within market. So that herein, respective firm needed to seek its competitors at another
place by which they can produce goods and services accordingly.
Evaluation of operational considerations that should be taken into account during the developing
time of international marketing strategies.
In respect of development of international marketing strategy operational considerations will be
the one aspect which is used by the organisation ans helps business to run their activities in an
effective manner. Along with this operational considerations is much important resources in
order to gain better success within the marketplace. In reference with Kickerco, in order to
develop marketing international strategies this company will used operational considerations for
making their business attractive in front of people. By using this strategy they can make clear
goals and objectives and provide supportive space to every business by which they can stay for
long times in market place. (Halinen, 2012).
Types of international marketing strategy:
Global marketing strategy: In order to promote brand across the world it generally not
able to develop unified version of products by ignoring various aspects between several
countries. In regards with Kickerco, they are using this strategy for promoting their goods and
services in a perfect manner.
International market segmentation:

It is the process of segmenting total market within one or more parts in order to fulfil
entire business aspects in a perfect way. Whereas, market segmentation is the process of sub
market which help firms to achieve their desired goals. In reference with respective firm use this
approach in order to know about market situations. It is based on STP approach which is
mentioned below:
Segmentation: Kickerco company deals with several goods and services, so that they
are segment its services on the basis of demographic and psycho graphic by which they can
provide goods accordingly as this term consist so many age, gender and income.
Targeting: Through completing above factor they target kind of market in which their
goods and services can be exist in a proper way. Along with they can get profits appropriately.
Positioning: At last in order to expand business they are needed to give unique position
to their products to gain or achieve desired goals.
Difference between centralise and decentralise:
Basis of comparison Centralise Decentralise
Meaning Authority and power retention
in order to take appropriate
decision making process
through top management is
known as centralisation.
Dissemination of authority of
power and accountability to
several management level is
known as decentralisation.
Communication flow It is based on vertical flow Open and free flow
Decision making It is slow As compare to centralisation it
is faster.
Power of decision making Top management Organisation has controlling
power.
Individualised marketing strategy: Individual market always focuses on their targeted
market by which they can gathered lots of research data and process in order to maintain cost and
profits in an effective manner. In reference with Kickerco, they generally concentrates on their
own assets or resources in order to gain better profits.

Characteristics of an international marketing strategies.
International marketing is the combination of various activities which is designed for
planning of resources in order to make better pricing and costing method to fulfil consumers
needs in an appropriate way. For this there are different characteristics of international marketing
strategies, those are given below:
 Global and individual strategy is a broad aspect by which they have availability of
different kind of goods and services to support companies effectively.
 Both are involves in a set of two uncontrollable variables that means politicise factors and
geographical that prevalent in different countries. As per this company faces different
kind of uncontrollable challenges within the marketplace.
 On the other hand, International markets always involves in their own aspects by which
they can face any challenge and able to reduce risk from the organisation.
Legal implications associated with implementing and developing interactional marketing
strategy.
Interactive marketing is a one-to-one marketingpractice that centres on individual
customer and prospects’ actions. Interactive marketing involves marketing initiatives that are
triggered by customers’ behaviours and preferences; for this reason, it is a major shift from
traditional campaign-based marketing efforts. A customer-centric strategy, interactive marketing
involves reacting to customer actions and striving to meet their expectations and demands. There
are legal considerations in implementing and developing marketing strategies. The different kind
of interactive marketing strategy are listed below - Interactive Storytelling – This will help in attracting customers as if people use stories in
local language while selling products of Kickersco. Personalized Content – Use advanced technology to gain insights into customers’
demographics, geographic data, lifecycle information, and more to deliver personalized,
relevant content and offers. This will help in meeting desired needs of customers. Layered Information – Marketers have the ability to tell brand stories by providing
snippets of information in easy-to-read quick takes and then delivering more detailed,
informative content.
 Two-Way Interaction – This give consumers a vehicle for active participation. For
example, interactive tools such as quizzes, calculators, branching content, games, and

interactive videos provide a more powerful experience for the audience. (Katsikeas and
et. al., 2016).
On the basis of particular organisation evaluation of international marketing strategies.
For identifying overall marketing strategies within the international market there is Marks
and Spencer has been selected for this topic which is one of the best clothing company and deals
with different kind of products and home appliances as well. Marks and Spencer organisation
increase market demand through providing their all products through online medium. It is the
easy way for customers to choose the product and save their time. Marks and Spencer use many
strategies for exploring business at international level. So they provide all kind of product on
online sites which fulfil the requirement of target customers. These strategy help Marks and
Spencer organisation in exploring its business on international level. They use the way of social
media which increase the productivity in a positive manner. Mostly, people uses social sides and
through advertising on websites and they attract more costumers in this way in market. Social
media is the only way which build strong brand image in the market. On other hand, Marks and
Spencer launch its product on international level which effect the whole market as well as attract
more customers on a large scale.
In the context of kickersco organisation, they also want to explore its business on global
level and Marks and Spencer is best example of it. So kickersco organisation also follow online
marketing and selling strategy to attract more customers. They should apply this strategy of
social media adversing which effect the market in effective manner.
In context of Kickersco, the management of respective firm consider diver international
marketing strategy, in term of expanding business in global market. They can consider direct
exporting, licensing, joint venture and many more to operate in international business
environment. But in all these mentioned tools, the firm can consider joint venture which is
crucial for the firm and with the help of it the organisation can trade in diverse nations by making
a joint venture with other well established company. This will assist in building an effective
position in the particular sector and offer it a wide scope to operate its business globally.

TASK 3
Measure the way by which local culture and language and ethical considerations can influence
marketing communications.
This companies can promote their product at higher level by giving short message like
advertisement about their goods and services. Along with this marketing communication designs
different kind of persuasive subject area and send it to targeted person within the marketplace.
Therefore, marketing communications are the best channel for every company to reach their
goals effectively (Kaynak and Herbig, 2014). But some time in the local environment of country
there are many factors which influence marketing communication, those are given below:
Local culture: This is totally based on the life style of every groups and people as well
which includes in the different kind of factors like way of talking, beliefs, norms, style and
attitude as well. For promoting effective product company needs to target different kind of
people and audience in order to make better advantages so that by targeting various people from
different nations will influence the marketing communications. If the firm will consider the local
culture of the nation where it is operating then it will create positive impact over market
communication as people of the firm easily survive within the firm and make effective
communication with consumer.
Local language: It is a huge barrier which influence marketing communications directly
because in one or more nation there are different kind of people who have various kind of
language and not able to understand local market situation so that Kickerco is needed to have
better communication channel for promoting their product. It will also create a positive impact
as when management consider local language of the nation where is operate them local people
who are working in company make an effective communication with consumer and effectively
fulfil their needs. It assists in making effective relation with customers and maximise sales and
profits.
Ethical considerations: It is the part of research in which ethics are the standard and
norms that is made for conducting difference between right and wrong, by which this respective
company Kickerco can get help to identifying their positive and negative behaviour. Therefore,
it influence marketing communications in a positive way (Kaynak, Wong and Leung, 2013).

Role of technology in international marketing communications.
Technology play and very important role in each and every company by which they can
apply new communication technologies in order to change their appropriate functions in an
effective manner. In reference with Kickerco, they are always focuses on their practical
applications in order to extend their business at higher level globally. There are different roles of
technologies in regards with marketing communications, described below:
Collecting Information: This roles is very effective and essential which needed higher
access of data to collect appropriate information. It includes in modern tools like mobile
technology, social media for gathering effective data. In reference with Kickerco in order to
manage their marketing communication they are using this tool for provide information to people
in a perfect way.
Prevention: It is very much exciting area wherein, technologies can play their role in a
actual form by giving lots of facility to employees of an organisation. In regards with this
respective organisation they are always used prevent approach fir gaining better feedback from
people by which they can maximise their sales and higher revenue in a perfect way.
Therefore, technology in international marketing communication is much necessary for
giving different information from different websites by which people can get influence and able
to enhance company's value.
Implications and requirements of various sales and marketing communication strategies.
Implications of marketing communication strategies:
It helps companies to improve their business strategies in order to earn higher profit by
implementing unique aspects to make better attention of customers towards their goods and
services. In reference with Kickerco, they always implied marketing communication strategies
for satisfying consumers needs. There are some aspects which can be apply by this organisation,
mentioned below:
Customers: In order to implements on this strategy company needs to meet customers
needs and demand for increasing customers satisfaction in a perfect way. By this they can
manage their work and able to achieve targeted market.
Performance: In order to gain better satisfaction from consumers feedback, respective
company needs to develop higher level of goods and services by which they give good
satisfaction to consumers.

Sales strategy: It refers to the appropriate approach to selling that allows organisational
sales force in order to make good position of company and their products by which they can
target their potential customers in a various ways. Along with this there are many ways for
making best strategies and tools in order to grab future opportunities in an effective manner.
Requirements of marketing communication strategies
There are different kind of ways to get potential customers within the market for making
organisation in a systematic way. For this there are some requirement of marketing strategies,
given below:
Good brand image: In order to make good image of this respective brand Kickerco is
needed to have lots of resources for fulfilling consumers demand. With the help of this they can
get better image and value within the market (Lindgreen and et. al., 2012).
Logo: It depends upon the creativity of mind in which logo is most visible thing that
always shows the brand identity of this Kickerco company. It helps people if they forgets the
brand name then logo recall brand image.
From the above discussion this can be said that if company will focus more on their
potential elements then they can get better success into the market.
Analyse the globalization concept and review on their impacts on communications.
Globalisation is defined as the process of integrating of trade of products and services
between countries. This is an important process that helps business to work at international level
and earn more profits. Businesses are benefited when they work at global level. The main benefit
of globalisation is to provide an incentive for countries for specialising and benefiting from the
application of principle of competitive advantage. Kickersco will be able to have sources of
cheap raw material at worldwide level and this will help the firm in becoming cost competitive.
When Kickersco is doing business at global level then it has to make new policies and
regulations for effective marketing strategies.
Globalization impact on communications
Cultural barriers: If a company works at global level, then it is essential to overcome
cultural barriers. Every country follow different culture and so it is essential to adopt culture of
place where business is establishing.
Increased business opportunities: There is an increase of opportunity for expanding
business at global level. When Kickersco will be doing business at international level then it will

be able to make more profit and money. When company will be having effective marketing
strategy then it is easy to attract potential customers and (Rosson and Ford, 2016).
CONCLUSION
According to the above representative report it has been analysed that international
marketing is one of the best tool which helps each and every business industry to make their
effective profits in order to gain goals and objectives in an effective manner. Along with this
Kickerco as it operates their business nationally but with the help of using different kind of tool
and techniques they can expand their business within the international level. Apart from this,
there are different kind of local culture, customs and language which influence marketing
communication strategies but this respective company make overall good tactics in order to
overcome these sort of factors. By having good knowledge and skills this company can easily
expand their business globally without having any kind of issues in an effective manner.
Therefore, this company can make their effective management team by implied the effective
tools from international marketing in order to achieve appropriate goals and objectives in an
effective manner.

REFERENCES
Book and Journal
Bowie, D., Buttle, F., Brookes, M. and Mariussen, A., 2016. Hospitality marketing. Routledge.
Buhler, A. and Nufer, G., 2012. Relationship marketing in sports. Routledge.
Christopher, M., Payne, A. and Ballantyne, D., 2013. Relationship marketing. Routledge.
Desbordes, M., 2012. Marketing and Football. Routledge.
Durkin, M., McKenna, S. and Cummins, D., 2012. Emotional connections in higher education
marketing. International Journal of Educational Management. 26(2). pp.153-161.
Halinen, A., 2012. Relationship marketing in professional services: a study of agency-client
dynamics in the advertising sector. Routledge.
Katsikeas, C.S. And et.al ., 2016. Assessing performance outcomes in marketing. Journal of
Marketing. 80(2). pp.1-20.
Kaynak, E. and Herbig, P., 2014. Handbook of cross-cultural marketing. Routledge.
Kaynak, E., Wong, Y.H. and Leung, T., 2013. Guanxi: Relationship marketing in a Chinese
context. Routledge.
Lindgreen, A. and et.al ., 2012. Value in business and industrial marketing: Past, present, and
future. Industrial Marketing Management. 41(1). pp.207-214.
Rosson, P.J. and Ford, I.D., 2016. Stake, conflict and performance in export marketing channels.
In Proceedings of the 1979 Academy of Marketing Science (AMS) Annual
Conference (pp. 66-69). Springer, Cham.
TÖRNROOS, J., 2012. Relations between the concept of distance and international industrial
marketing. Perspectives on International Marketing-Re-Issued (RLE International
Business). 29. p.126.
Witt, S.F., Brooke, M.Z. and Buckley, P.J., 2013. The Management of International Tourism
(RLE Tourism). Routledge.
Online:
Data Analysis Outsourcing, 2018 [Online], Available through:
https://www.experfy.com/blog/data-analysis-outsourcing-what-to-keep-in-mind