International Marketing Report: White Hat Agency in India

This report, prepared for White Hat Agency, an Australian digital marketing agency, outlines a strategic plan for expansion into the Indian market. It begins with an executive summary and provides a comprehensive introduction to the company and the Indian market, including political, economic, social, and technological analyses, and a SWOT analysis. The report delves into additional country analysis, competitive strategy assessment, and market entry options, recommending licensing as the preferred strategy. It also considers international strategy, marketing and R&D considerations, recommendations regarding production, and international HRM issues. The report concludes with a summary of findings and recommendations for successful business production and international HRM considerations to solve such issues, offering valuable insights into navigating the complexities of the Indian market and ensuring White Hat Agency's successful international expansion.

International Marketing
International Marketing
Student Name
University Name
Unit Name
Unit Code
1

International Marketing
Executive Summary
White Hat Agency, an Australian-based digital marketing agency, hopes the organization will
expand its presence in India by setting up an office in India. The organization provides high-
quality digital marketing services for both small as well as large sized businesses, and as India's
business is moving toward digital marketing, it is now the right time to take advantage of it. The
report should focus on the establishment of branches of white hat institutions in India. The report
includes market opportunities for organizing products/services, market entry strategies and
recommendations, marketing and R&D considerations. Finally, the report also discusses
recommendations for business production and international HRM issues and considerations to
solve such issues.
2

International Marketing
Contents
Introduction......................................................................................................................................3
Company Background.................................................................................................................3
Country’s Background.................................................................................................................3
Conclusions of SWOT analysis i.e..................................................................................................5
Additional analysis reflecting your further country analysis...........................................................6
Competitive strategy analysis..........................................................................................................7
Competitive strategy....................................................................................................................8
Market entry option analysis and preferred option recommendation..............................................8
Market entry strategy...................................................................................................................8
Preferred option...........................................................................................................................9
International Strategy.................................................................................................................10
Marketing and R&D considerations (including competitive strategy)..........................................10
Marketing strategies...................................................................................................................10
Recommendations regarding production.......................................................................................12
International HRM issues and considerations...............................................................................13
Conclusions....................................................................................................................................14
References......................................................................................................................................15
3

International Marketing
Introduction
Company Background
White Hat Agency is an Australian digital marketing company located in Sydney they are online
marketing service providers and help businesses to apply their expertise to complex business
issues and create opportunities for customers' business growth. White Hat Agency builds elegant
websites, develops innovative brands, as well as designs sophisticated digital marketing services.
White Hat Agency promises that its customers will find a strong team that is passionate about
serving the exact needs of your business. They offer a broad range of services in Sydney online
marketing, including SEO, web development and design, Google AdWords, email marketing,
branding, and social media, and copywriting, public relations and corporate solutions. They work
with clients to develop unique methods to ensure their business growth and met their goals. The
company delivers all results with transparency and authenticity, ensuring that for businesses
working with them is always good and valuable.
Country’s Background
Political analysis: India is the most powerful country in the whole world. India is the largest
democratic country as well as it enjoys quite a stable and strong political environment. India is
adjacent to two powerful countries, Pakistan and China. Most of the people's democratic will
reflected in the local as well as in national elections are respected and accepted by the political
people and parties (Chen & Chiu, 2014). This political culture greatly contributed to a strong
political environment, which is actually a significant factor in simply attracting foreign direct
ventures and investments. However, in India, sporadic political turmoil is not common.
4

International Marketing
Economic Analysis: As per the International Monetary Fund's 2018 financial forecast, India's
GDP is approximately 7.8 trillion US dollars, making it the largest economy in the world
nominal GDP. GDP will grow almost by 6.5% in FY 2020 and is also expected to grow more to
8.7% by the financial year 2021. India's corporate tax rate is almost 40%. It is nothing that
India's corporate rate of tax might change frequently in the coming years. For example, the tax
rate in 2015 was 43.88%, and in 2016 it reached to the very highest level almost 39.87%.
The legal environment in India: PESTEL analyzes India's last element is the legal environment.
India is the common destination for foreign direct investment. There are many labor laws to
regulate employment relationships in India, such as 1948 "Employees' National Insurance Law",
"Industrial Disputes Act of 1947", "1961 Maternity Welfare Act") and "1965 Annual Bonus
Payment Act (Dominic & Gopalaswamy, 2019).
Social Analysis: India has a strong consumer market with a total population of approximately 1.2
billion. With such a strong market there is a good opportunity for White Hat Agency to invest
here. India provides cheap labor and it is estimated that by 2020 the labor force will also reach
150 million to 160 million.
Technology: India is the most technologically advanced nation in the whole world. In fact, it is
the third most technologically modernized country in the whole world.
Conclusions of SWOT analysis
Strength
White Hat Agency core strengths lie in the
strength of its team and in its workforce. White
Weakness
As a digital marketing agency in Australia,
White Hat Agency may take some time to
5

International Marketing
Hat Agency have a creative team, results-driven
and greatly skilled digital marketing experts with
a highly qualified team as well as experience a
variety of niche areas within the digital
marketing agency industry moreover in other
related industries (Goyal, McCord & Kapoor,
2015).
In addition to the synergies that exist in White
Hat Agency carefully selected the digital
marketing experts, White Hat Agency services
are measurable, results driven, as well as guided
by industry best practices.
enter the market as well as to be recognized,
especially in the saturated and highly
competitive digital marketing business. This
may be White Hat Agency main weakness.
Another downside is that White Hat Agency
may not have enough money to drive their
business; especially through the mainstream
media company want (Ghosh, 2013).
Opportunity
There is no doubt that few opportunities for
digital marketing agency industry are enormous
given various individuals and business
organizations actively involved on the Internet,
moreover the large number of people or clients
who access the Internet and social media
platform on a day to day basis like their own
phone and smartphone and other gadgets (Kumar,
Gaur & Pattnaik, 2012). As per the standard of a
Threat
Like all other business, the main threat White
Hat Agency may face is the recession (Sahoo
& Reddy, 2014). Also, the recession might
affect the purchasing/consumption capacity.
Another threat the company may face is the
arrival of digital marketing agencies as well
as even the social media marketing firms.
White Hat Agency target markets areas are
co-located and might want to adopt a similar
6

International Marketing
first-rate digital marketing agency, White Hat
Agency is ready to take full advantage of
opportunities available in this industry (Husser &
Evraert-Bardinet, 2014).
business model as White Hat Agency.
Additional analysis reflecting your further country analysis
Since the implementation of the economic reform policy in 1991, India’s economy has
remained essentially stable. Consistent with the policy, the reduction of business licenses,
the relief of foreign capital, and also the formation of FIBP have crystal rectifier to continuous
improvement in India. GDP growth in 2013 reached US$5.07 trillion, compared with four.35%
in 2013. Recently, India has enforced a variety of legal changes, like utilization, salary growth
and incapacity discrimination that directly has an effect on businesses there (Imad'Eddine &
Schwienbacher, 2013). However, in terms of the setting, India's air quality is adversely stricken
by industrialization and urbanization that conjointly results in health issues. As a result,
environmental pressure teams, noise management, and waste management and
disposal rules are established.
Financial transactions: India still has to eliminate the stalemate within the labor market, and
also the existence of enormous public enterprises, particularly utilities and also the monetary
sector, reduce economic potency. India's leadership of the South Asian Economic cluster climbed
to no 39 and improved overall, as well as establishments and infrastructure, that is
especially vital to enhance overall aggressiveness.
7

International Marketing
CAGE framework: The behavior of firms and people within the economy and
society doesn't essentially follow formal establishments; however they're typically determined by
informal restrictions like taboos and customs (Ishikawa & Saisho, 2013). Thanks
to varied business environments caused by national borders, as well as cultural, body, geographic
and economic factors. These variations could occur in every country's language,
religion, financial set-up, and living standards. In theory supported market
transactions, like product and labor markets, the "institutional economics" of the
connection between economic activity and informal constraints for instance codes of conduct
and apply within the North continues to be under study (Lindorfer, D'Arcy & Puck, 2016).
Competitive strategy analysis
Company evaluation (goal, ability, the goal of external expansion)
While worldwide retail White Hat Agency extends their presence in remote markets, they will
utilize it as a feature of their key development plan. In any case, the technique used to enter the
market relies upon a few components, including methodology and outside economic situations.
The retailer's in-house mastery and the board capacities, just as the monetary or budgetary
experience that White Hat Agency wants to have, and the type of control that White Hat Agency
would like to execute in outside tasks, decide the market passage model and key worldwide
retailers (Madura, 2012). Regularly, the industry discusses five markets get to models actualized
by worldwide retailers.
Competitive strategy
The cost leadership program is helping White Hat Agency turned into a pioneer in the retail
business and the market (Masih, Rajkumar, Matharu & Sharma, 2019). Being the most minimal
8

International Marketing
cost maker isn't adequate, as the White Hat office will enable different organizations to turn out
to be ease makers that may bring down costs, subsequently counteracting White Hat Agency
from expanding its piece of the pie. Differentiation implies making a White Hat Agency item or
administration unique in relation to the items or administrations of an association's rivals and
progressively appealing. How White Hat Agency accomplishes this objective depends on the
idea of the organization and its items and administrations, yet it ordinarily includes the
highlights, usefulness, sturdiness, and backing and a brand picture of White Hat Agency clients.
On the off chance that White Hat Agency utilizes Focus' methodology to concentrate on explicit
market sections, comprehend advertise elements and the extraordinary needs of inside clients; at
that point create an exceptional minimal effort and clear administrations and items available
(Masiero, Ogasavara & Risso, 2017).
Market entry option analysis and preferred option recommendation
Market entry strategy
Exports: Export is a strategically pitching of items made or produced in India. There are three
kinds of fares: circuitous fares, direct fares, and helpful fares. Backhanded fares are the most
unsafe section mode since they are not by any means connected with dangers related to abroad
markets and their dangers. The workplace pitches the item to an outside market specialist and
after that pitches the item to the wiki. While trading the workplace to another market, the
standard technique is to send out it (Modak & Bhati, 2012). Due to the negligible risks, the
workplace's activity picked this alternative; it was less drawn in and pushed its image to new
markets.
9

International Marketing
Licensing: A global permit is a cross-fringe understanding that permits crafted by the Licensing
Office to position property permit holders for use in nations. Resources are generally theoretical,
including trademarks, licenses, and creation strategies ought to be gathered by the licensee, not
by the gatherings. The decision of permit is normally because of its generally safe, low monetary
and political conditions, the exceptional yield on venture and neighborhood government's first
decision.
Franchising: Franchising, in which semi-free entrepreneurs give establishment charges and
work to authorized trademark workplaces and utilize their items and administrations to enter
abroad markets (Ostler, 2014).
Preferred option
Licensing
Licensing and authorizing is a moderately mind-boggling method or option for White Hat
Agency as a market entry strategy to expand its business in India this is the option in which an
organization exchanges the privilege to utilize an item or administration to another organization.
This is a particularly valuable technique if the license seeker has a moderately expansive piece of
the overall industry in the market they need to enter. Licenses can be utilized for advertising or
generation. This less unsafe market passage strategy is authorizing. Here, Licensor will allow
licenses to create items in remote markets, use brand names, and so forth. In return for they will
get eminences.
10

International Marketing
International Strategy
Global strategy: Organizations that use worldwide methodologies penance their reaction to
nearby necessities in each market, which accentuates effectiveness (Pathak, 2018). This
procedure is totally in opposition to the multi-nation system.
Transnational strategy: Organizations utilizing worldwide systems look for a halfway position
between different local methodologies and worldwide techniques. Such organizations look to
adjust the longing for effectiveness with the need to adjust to the nearby inclinations in India.
Marketing and R&D considerations (including competitive strategy)
Marketing strategies
Advertising techniques must include investigating the market, deciding the items to be offered,
deciding the fitting client range, and contemplations identified with design, season, size, and
appropriateness. The White Hat association must choose to have a detailed "center" India
arrangement of natural administrations and items traded all through India, while neighborhood
clients have another range. White Hat Agency must utilize the most reduced cost materials and
effective creation to control the retail advertisers. By perceiving minimal effort showcase
providers, White Hat Agency gives merchandise and enterprises to its clients, and we are glad to
appreciate it at a less expensive cost (Raff, Ryan & Stähler, 2012). White Hat Agency has an
abundance of involvement in managing White Hat Agency as a retailer that holds the bigger and
increasingly different client and consumer loyalty that the market requires. Therefore, White Hat
Agency has effectively settled brand dedication in India.
11

International Marketing
Powerful circulation system advancement is basic to the achievement and survival of any
association, particularly in worldwide exchange. The present reality is especially testing because
of quick changes in economic situations. Consequently, so as to have the capacity to contend
with clients, address clients and meet the issues of different partners, any organization must lead
inside and out market condition examination to react to advertise changes and modify
methodologies in like manner. Else it will truly influence the organization's execution. An
appropriation methodology is a necessary piece of a universal advertising technique that includes
the exercises associated with giving merchandise and additionally administrations to the correct
clients at the opportune time and spot (Sahut & Pasquini-Descomps, 2015). Through cautiously
choosing and overseeing channel connections to furnish clients with an esteemed appropriation
system, organizations can defeat a portion of the defects in the item, estimating and
advancement. Large scale natural examination is significant: a reasonable comprehension of the
organization's general condition will help it catch openings, yet additionally preferred secure
against dangers over contenders. The intensity of rivalry, including the number of rivals in the
business, quality, and hostile, is the main power that influences the engaging quality of the
business.
Valuing might be one of the hardest issues confronting the organization, particularly as far as
evaluating in abroad markets. Proper evaluating thinks about the cost, advertise request and
rivalry. On the off chance that White Hat Agency's items or administrations are developing
markets, White Hat Agency may set a more expensive rate. Propelled evaluating is the best
methodology for taking care of valuing issues. The top of the line evaluating plan helped White
Hat Agency get more than its rivals (Sehgal, Kumar & Gupta, 2014). At the underlying phase of
the item life cycle, the premium is the best. With the formation of superb items, proprietors
12

International Marketing
ought to guarantee that their promoting endeavors, item bundling, and store improvement will be
added to help high costs.
Large scale/social issues impact macroeconomic elements that advance white-cap institutional
items, for example, social organizations, social relics, and social ideas. Going abroad showcasing
isn't just about finding new markets, however about seeking after new markets. On the off
chance that you need to maintain a strategic distance from the entanglements of legitimate and
social issues, this procedure requires a great deal of foreknowledge and nearby learning.
Language and social contrasts, changes in the political framework, and government insurance of
neighborhood brands will be arranged and tended to first. There are constantly inborn difficulties
in showcasing items or administrations in new dialect (Bhagwati & Panagariya, 2013).
Interpretation starting with one language then onto the next regularly loses significance and
importance, and things become darker when neighborhood and axioms work.
Recommendations regarding production
Recommendation One: Use a unique request-driven business work model to form a continuous
interest experience and request. Adjusting expectations and possibilities arranging equipment
will ensure a full perception of the dangers and possible responses, such as provider
disappointment, political disputes and catastrophic events affecting production. At this point,
organizations can change valuations and advance technology to make requests, quickly exchange
additional projects, drive revenue growth, or further increase the productivity of complaints
projects with limited market supply.
Recommendation two: Establish a multi-functional production network, arrange quickly, and
coordinate implementation (Phukon & Gakhar, 2016). When chiefs are better able to identify and
13

International Marketing
shape the necessities and dangers, they must change the store network to adapt to changing
industry openings and occasions. Organizations should send dynamic scheduling capabilities and
continually calibrate activities to ensure responsiveness to address evolving issues. The model
will maintain the current month and a quarter ends to indicate power generation and supply in
accordance with shipping and trading standards.
International HRM issues and considerations
International HRM issues and considerations
 Standardized wages and employment conditions issues
 Training and development issues
 Cultural diversity and global HR issues
The challenge for the company is for employees to develop an international compensation
policy: the policy should be consistent with the overall strategy and structure of the business
needs of the multinational company. The policy must strive to attract and retain the staff with the
greatest needs and opportunities, such as diplomatic service incentives, tax balances and fee
reimbursement (Madura, 2012).
This policy should promote the transfer of international employees to the organization in the
most cost-effective manner.
Different ways to manage IHRM issues
There are two distinct approaches to managing international human resource management:
Racial centralism: This is a way of prioritizing national values and practices. Then, these
practices are applied to the world. This method is easier, but it can cost a lot in the long run.
14

International Marketing
Multi-center: This approach has different management approaches for different countries, i.e.
management is easily adaptable to the local environment. Management is complicated but
cheaper.
Other methods:
Geography Center: Management treats multinational companies as a single organization and
encourages employees from around the world to promote within their business.
Regional-centric: Managers focus on the regional departments of the business on a global scale
(Posthuma & Nathan, 2010).
Conclusions
International marketing just applies to showcase standards to different nations. In any case, there
is a combination of worldwide advertising and global promoting, which is a comparable term.
For worldwide showcasing and its subsequent courses, universal promoting and worldwide
advertising are tradable. In the wake of dissecting the Indian condition, considering its political
and lawful condition, social system, moral and budgetary condition, White Hat Agency can
extend its business and build up retail locations in India. Likewise, as the number of inhabitants
in India keeps on expanding, so will the interest in installations and different merchandise or
brands utilized every day. The outcome is a worldwide way to deal with universal advertising.
Administrators don't focus on the national market. In other words, on the grounds that the
genuine area of the client bunch is unique, the director is worried about the item to advertise, that
is, the client bunch looking to share the advantages or serve a similar innovation, underscoring
their similitude paying little mind to their land zone.
15

International Marketing
References
Bhagwati, J., & Panagariya, A. (2013). Reforms and economic transformation in India. New
York: Oxford University Press.
Chen, C., & Chiu, H. (2014). Re-examining the market structure effects on hotel performance
using market share inequality. International Journal Of Hospitality Management, 41, 63-
66.
Dominic, J., & Gopalaswamy, A. (2019). Is the venture capital market liquid? Evidence from
India. Global Finance Journal, 41, 146-157.
Ghosh. (2013). Capital Flows, Financial Asset Prices and Real Financial Market Exchange Rate:
A Case Study for an Emerging Market, India. Journal Of Reviews On Global Economics.
Goyal, S., McCord, M., & Kapoor, A. (2015). Transforming Business Models in Fast-
Emerging Markets-Lessons from India. Thunderbird International Business
Review, 59(1), 23-32.
Husser, J., & Evraert-Bardinet, F. (2014). The effect of social and environmental disclosure on
companies’ market value. Management International, 19(1), 61.
Imad'Eddine, G., & Schwienbacher, A. (2013). International Capital Flows into the European
Private Equity Market. European Financial Management, 19(2), 366-398.
Ishikawa, A., & Saisho, T. (2013). Corporate strategy for dramatic productivity surge.
Hackensack, NJ: WORLD SCIENTIFIC.
Kumar, V., Gaur, A., & Pattnaik, C. (2012). Product Diversification and International
Expansion of Business Groups. Management International Review, 52(2), 175-
192.
16

International Marketing
Lindorfer, R., D'Arcy, A., & Puck, J. (2016). Location Decisions and the Liability of
Foreignness: Spillover Effects Between Factor Market and Capital Market Strategies.
Journal Of International Management, 22(3), 222-233.
Madura, J. (2012). International financial management. Mason, OH: South-Western, Cengage
Learning.
Masih, J., Rajkumar, R., Matharu, P., & Sharma, A. (2019). Market Capturing and
Business Expansion Strategy for Gluten-Free Foods in India and USA Using
PESTEL Model. Agricultural Sciences, 10(02), 202-213.
Masiero, G., Ogasavara, M., & Risso, M. (2017). Going global in groups: a relevant market entry
strategy?. Review Of International Business And Strategy, 27(1), 93-111.
Modak, K., & Bhati, G. (2012). A Study on the attractiveness of India as an Investment
destination in the global market. International Journal Of Scientific Research, 3(5), 93-
95.
Ostler, J. (2014). Corrupt Business Practices as a Market Entry Strategy. Academy Of
Management Proceedings, 2014(1), 17321.
Pathak, T. (2018). Linkages Between Global Capital Flows, Stock Market, and Monetary Policy:
Evidence from India. Indian Journal Of Finance, 12(2), 26.
Phukon, A., & Gakhar, D. (2016). In Search of Structured Business Model for
Renewable Energy Expansion in India. International Research Journal Of
Management, IT & Social Sciences, 3(1), 44.
Posthuma, A., & Nathan, D. (2010). Labour in global production networks in India. New Delhi:
Oxford University Press.
17

International Marketing
Raff, H., Ryan, M., & Stähler, F. (2012). Firm Productivity and the Foreign-Market Entry
Decision. Journal Of Economics & Management Strategy, 21(3), 849-871.
Sahut, J., & Pasquini-Descomps, H. (2015). ESG Impact on Market Performance of Firms:
International Evidence. Management International, 19(2), 40.
Sehgal, S., Kumar, M., & Gupta, P. (2014). Public Sector Disinvestment in India. Global Journal
Of Emerging Market Economies, 6(2), 181-202.
Sahoo, D., & Reddy, A. (2014). Retail Outlet Engagement and Expansion Program in
Indian Telecom Sector. I-Manager’S Journal On Management, 9(1), 12-23.
18