International Marketing Management Report: Restylane Product Analysis

This report provides a critical evaluation of the international marketing strategies for the Restylane product, focusing on its expansion into the Middle East and Gulf countries. The analysis begins with an introduction to the challenges and opportunities of international marketing, emphasizing the importance of adapting to diverse cultures and markets. Task 1 delves into the core issue of product standardization versus adaptation, examining the factors influencing this decision, such as cultural, economic, and legal considerations. The report highlights the benefits of standardization, including cost efficiency and global brand image, while also acknowledging the need for adaptation to meet local market demands. The PESTLE analysis is applied to understand the political, economic, social, technological, legal, and environmental factors in the target markets. The report concludes by emphasizing the importance of understanding the target market and tailoring strategies accordingly to achieve successful international expansion. The report also includes an overview of the international product development model and the marketing communication mix.

International Marketing
Management

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Critically examine why and how the organisation should standardise or adapt its product
in your chosen international market............................................................................................1
TASK 2............................................................................................................................................8
2.1 Critically evaluate why and how the sales force is a key component within the Marketing
Communications mix, in this context of the International Marketing scenario set out in the
Assignment:.................................................................................................................................8
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

Illustration Index
Illustration 1: International Product Development Model ..............................................................6
Illustration 2: Marketing Communication Mix................................................................................9

INTRODUCTION
In today's century competition and development has grown in every business-sector. If
someone is planning to expand their business internationally they have to face tough competition
as well as challenges in the global world (Papadopoulos and Heslop, 2014). Firms have to
identified different challenges and make various strategies to understand the diversified culture,
diversity and nature across countries. However, many firms have achieved rewards and have
successfully expanded their business at the international level through commitment and
expertises advices. Other than competition firm also needs to focus on the establishing and
building relationship so that competence can be increased. Manufacturing standards, taxation
policies, employment law many other legal policies and laws are needed to be followed.
Expansion at the global level also increases the roles and responsibilities towards the employees
and customers. For the business expansion managers must have attitude, aptitudes, awareness,
adaptability, creativity, knowledge, encouragement, relationship and better skills.
For understanding the international market, market and business form must be
acknowledged by the company. This can be achieved by analysing and evaluating the marketing
mix of that areas where business expansion will take place. Further, customer and staff
satisfaction is required without them business expansion are not possible. There is role of every
customer for the firm while doing the international business. Organization capability, capacity,
relationship, support and partnership are required while expanding globally. This report is critical
evaluation of the product 'RESTYLINE' which is expanding in the middle east and gulf countries
like , Qatar, Saudi Arabia and the UAE.. It is the facial beauty product which is required for the
regaining the skin-health and care. It is UK based company.
TASK 1
1.1 Critically examine why and how the organisation should standardise or adapt its product in
your chosen international market.
International marketing is important for the firm to survive, continue and increase
profitability but firms are mainly focusing on the domestic knowledge. There are various factors
which affects the international marketing such as competitive strike, economic scale, etc. For this
purpose, PESTLE analysis is very essential and plays key role in understanding the international
market. The company was started in the year 1987 as Q-Med by Bengt Agerup (Terpstra, Foley
and Sarathy, 2012).
1

Policies decision are made for the development and expansion of the business into new
sectors as they might have different laws, rules, regulation which firm need to follow. For
example, alcoholic products are legal in many countries but are banned in Muslim countries. So
if some company likely to established their, they will face huge consequences. According to
Czinkota and Ronkainen (2013), they stated in the globalization of business-market and
standardization in the international product management, where stated that, " To achieve global
long term success and market coverage, firms needs to concentrate on the needs and not on what
they demand. To achieve the global opportunities they must focus they must standardise their
products, its marketing, market coverage, consumer preference and cost.
The critic related to standardizing the product in the international market and production
means they must focus on the cultural, economical, legal, environmental and political factors.
Further, the adaptation must be based on the local market, of the different countries. There are
various ways standardization can be adopted by the firm such as customers needs, culture and
tradition, values and belief, purchasing power, laws and regulation, commercial infrastructure
and technological advancement. However, as stated by the Paul Murphy, he believed that
standardization of the product is good and the ways they are adopted in the business environment
are more necessary. He also mentioned that industrial standards provides better buyer's choices,
competition and technological progress. Further, he added that when the firm gets standardized
they have reduce competition and have higher cost as well as higher values and belief of
customers. They are required to follow the international technology standards. The reason why
international product management standardization are required: Standardization lag: For expansion of the business into new areas there require
experiment while making the standards are easy. Other than this, it requires lot of entities
involvement having competition with each others. Through this competition the problem
domain can be easily understood. As customer's will always have the choices so firm
must have proper standards. Due to this reason, new standards are made when an entity
has successfully established its technology in the market share.
2

 Standards are incomplete: Standards are always based on the problems which have been
sufficiently understood. Though there are different standards but as the problem get
raised new standards can be implemented (Wilson, Zeithaml and Gremler, 2012). Implementations vary: When standardization are implemented, they work differently.
Due to standards some countries may use certain product while other countries might not.
This creates another definition of standardization that is it provide an inadequate base
while economics of the scale can be created by the consumers.
 It don't preclude extensions:They act as the trump card to the business in doing
something in right way. Interoperability is ensured through it. This also means that there
can be more features added to the business after the standards are setup.
According to the Berthon, Pitt and Shapiro (2012), product adaptation mean enhancing or
making alternation in the existing products. It is required to make product suitable for the
customers and market as well as have uniqueness. However, standardization means
implementing basic 4P's at international level.
The main difference is stated by Lindgreen, Hingley and Morgan(2012) where the former
one accounted by every international firms while the other relates to the establishing online and
adopting integration so that business can be setup in different countries. Other difference are
mentioned below:
Product adaptation Standardization
For selling the product there is only
requirement of the relevant features
It will involve design and proper relevance for
product to be launched.
It must have all the characteristics that
competitors have.
All the features are not required.
It is used to satisfy the specific demand of
buyers
Heterogeneous needs are satisfied.
As it requires uniqueness so economics of
scale will be lower and hike in the cost of
production.
As the products are similar and common so
there will be more productivity which will
have lower cost and higher value of economics
3

of scale.
Through the above table it can be easily understood that standardising the products its
value will increase, more productivity and product can be supplied through supply chain
management. Adopting standardization helps in business expansion. Further, there is no
requirement of uniqueness in the products (Leonidou and Leonidou, 2011). At initial market
entry stage it provides great advantages such as global image of the company, better experience,
ease in coordination as well as control and increase in production and marketing along with
Economics of Scale. Further, competitive advantages, improved integration, dynamic services,
global image and ease in product promotion and campaigning.
In context to given product, the business expansion in the gulf countries. There are great
opportunities provided by the golf countries. As there is absence of certain taxes, like income
and corporate, personal income. Also there is no foreign exchange controls. Moreover, there is
higher profit and capital expansion in the country, there are more opportunity in the countries
and people like to prefer such products which helps to maintain their looks. Target Market can
also helps to understand the product, price, promotion and place.
For the expansion of the business organisation, standardization can be implemented
through the PESTLE analysis. PESTLE analysis is required to understand the macro and micro-
factors where business-operation needs to be done.
Political factors: To launch RESTYLANE in the Arab country, their political factors must be
understood. All the 7 Arab countries have different government for the flexibility. Though, they
have political conflicts which might affect the product of the company but they also have better
relationship in trade.
Economic Factors: There are certain circumstances faced while discussing about the business
expansion in terms of economics. As they have rich resources of oil and petrol, they have very
high GDP per Capita, which means there is very lower rate in terms of unemployment. Further,
these places are mostly preferred by the Foreign Direct Investment (Paliwoda and Thomas,
2013).
4

Social Factors: People of such places like to live luxuries life. They want more comfortable and
well paid jobs. Further, they spend more on their personal products for looking young. Due to
globalization there are mix culture in the country. The country has great focus on the religion
which greatly affects the factors.
Technology Factors: The countries are known as the tech-savvy. They have highly advance
technology. They have huge wealth which they invest either in infrastructure or technology.
Legal Factors: There are hardly legal factors of doing the business there. All the legal factors
are involved in the political factors and major decision-making is done through it.
Environmental Factors: Throughout the year, they have hot, dry climate. If business expansion
is done this is among the important factors which must be considered. However, as almost all the
Arab countries are situated near the coastal areas so business trade will be easy.
Analysis:
Political factors: To get the political support the firm need to target their political leaders. As
there are hardly any taxation in doing the business so business expansion will be more easy.
Approach to the local and retail sectors can help to expand the business. Through this ways they
can easily expand the new business and have friendly nature with the government their.
Economic Factors: They are economical more stable country as well as high GDP rate but there
is need of the employees. Further, employees there require high salary and benefits. Along with
this, the product must be launched in accordance to the exchange currency rate.
Social Factors: They are mostly focused on their religion and luxury life. For establishing the
good relationship the firm needs to abide all the laws of religion. Other than this they are culture
lovers which must be followed and adopted. They need to understand the culture of those
countries.
Technology Factors: As the firm expanding the beauty product they must focus on the areas to
increase the productivity and cost as well as effectiveness. Other than this, there must be focus
on the areas like supply and trade.
Legal Factors: They need to get certification for the running the business which they can easily
get. Further, they need focus on the standards and should abide the laws and rules which are
implemented their.
5

Environmental Factors: The firm will be mostly affected by this methods. This needs to
evaluated while doing the business expansion. Further, the product must not impact on the
environment and must be effective in such environment.
According to Akaka, Vargo and Lusch (2013), they stated that standardization can be
implemented through the International Project Management Model. It is based business phases.
The stages are based from initial to end. Further, there is main role of cash flow. \
At the starting there is product planning, as expansion in the gulf country there must be
study about that areas. For this PESTLE and marketing mix can be done. RESTYLANE being a
beauty product which is the concept of the business plan. After this, there is discussion about the
concept, flexibility, definition and development which is made by the company. They have
6
Illustration 1: International Product Development Model
Sources: Goldman, 2017

effectively understood the micro and macro environment of the place which will during the time
of development. After that company must introduce their new product to the customer's living in
that areas to get reviews and feedbacks of those person. At last comes the product life cycle
management. which is the last stage. It is continuous model which is used every time when
business expansion is done. Along with this, it is customer's focus, cross-functional and best in
the cycles.
In this models the product can be any thing such as offers, platforms, product, services
and solution. For better understanding it can be implemented through Lean Model. A block
diagram of the following model is shown below.
International project management has some basic principle which are mentioned below:
It start with the research about the areas where business expansion needs to be done. there are
many factors included in it such as
 Research
1. Customer's understanding: For the company main customer are women and young
generation. As due to business expansion they need to identifies ways to avoid the skin
damage (Gilligan and Hird, 2011).
2. Quantitative and qualitative research: This can be achieved through market research and
other models and analysis.
3. Personas: As it is beauty enhancing cream, must of the use will be done by women and
others. It does not contain any animal remaining product.
4. Competitive Analysis: It can be other fairness cream which are already used at those
areas.
5. Objectives: For the company its business expansion and earn profit by providing better
and long lasting, natural looking.
6. Anticipate challenges: For the company, issues such as stability and competition can be
big challenges.
 RoadMap
7

From the establishment of the project to final production line in the Arab countries. It involves
inspiring the team, accountable, building product and help in the sales, support and marketing
teams. For this there must have effective communication.
 Prototyping:
Through this, the product will have originality in the ideas. Through this feedback and other
things can be achieved.
 Usability Testing
1. Comparison: This are choices which company needs to maintain between the products.
2. View usage: It is when the users are applying the product and what effect the product is
having after that application.
 Measuring Success
Review about the project and its use. This will help in product development. Feedbacks and
suggestion from different sources may also helps in it.
 Final Thoughts…
After all this business plan every person must be aware about the product. For this problem
identifying, creativity, communication and preservation required by the marketing consultant.
TASK 2
2.1 Critically evaluate why and how the sales force is a key component within the Marketing
Communications mix, in this context of the International Marketing scenario set out in the
Assignment:
As stated by Wiedmann, Hennigs and Wuestefeld (2011), key stages for marketing
includes the research, development, key areas, selling, distribution, communication and
promotion. Marketing Communication Mix are different ways through which business
promotion can be done. Along with this, it is the way of attracting customers. Hair, Sarstedt and
Mena (2012), said that for the international expansion of the business advertisement, personal
selling, discount and promotion, public relationship and direct marketing are involved.
Salesforce have following advantages which are mentioned by the Forbes.
8

 Managing Territories: It helps to understand the area of expansion and track where
business expansion is made. Other than this, better management, automation, better
efficiency and integration can be achieved.
 Tracking Competitors & Managing Opportunities: In every business there are
competition. This provides opportunities and product response.
 Forecasting: It helps to understand the growth and decline in the business.
 Managing Orders: This helps to establish better relation with customers. Through this
customization and business can be effectively managed.
 Upselling & Cross Selling: It means remaining in contact with customers. It is the way of
finding the needs if customer's.
All this helps to expand the business internationally.
As Marketing Communication Mix is the way of communication so using the above
sales-force business can be expanded.
9
Illustration 2: Marketing Communication Mix
Sources: Cadden and Lueder, 2017

Companies in middle east and gulf countries spend a considerable amount of time and
money on sales force rather than on any other promotional activity as the face of any
organization is the sales force. When an organisation has made a decision to enter an overseas
market they have to take care of variety of options available to it. These options carries cost, risk
and the degree of control which can be exercised over them (Piekkari, Plakoyiannaki and Welch,
2010). Thus the simplest form of entry strategy is exporting using either a direct or indirect
method such as an agent, in the case of the former, or countertrade, in the case of the latter. More
complex forms include truly global operations which may involve joint ventures, or export
processing zones. Having decided on the form of export strategy, decisions have to be made on
the specific channels.
An organisation wishing to "go international" faces three major issues:
 Marketing - which countries, which segments, how to manage and implement
marketing effort, how to enter - with intermediaries or directly, with what
information?
 Sourcing - whether to obtain products, make or buy?
 Investment and control - joint venture, global partner, acquisition?
According to Lee and Carter (2012), five strategies used by firms for entry into new foreign
markets:
i) Technical innovation strategy - perceived and demonstrable superior products
ii) Product adaptation strategy - modifications to existing products
iii) Availability and security strategy - overcome transport risks by countering perceived risks
iv) Low price strategy - penetration price and,
v) Total adaptation and conformity strategy - foreign producer gives a straight copy.
Managing Sales Force in International Markets
The management of sales consist of the following:-
1) Recruitment
It is the centre of an effective sales force as customer feedback are taken before selecting any
sales representative.
10

2) Training
Training is necessary to be provided to sales force before they enter international markerts.
3) Supervision
Portfolio of product profile decide supervision on sales force. Sales people who deals with
clients are under supervision of their manager or supervisor.
4) Motivation
Motivation is a key aspect of managing sales force in international markets. People working
overseas motivated by attractive compensation schemes which drive up their motivation level.
5)Evaluation and Negotiations
Sales report are evaluated sent by sales force which gives management a glance of work done
by their sales force and negotiation give company benefit to save costs and long term benefits.
The sales force structure works different in international markets (Navarro, Acedo and Ruzo,
2011). As the business is growing constantly new sales planning is to be made to run neck and
neck with other international organisations. Although companies devote considerable time and
money to managing their sales force, few focus much thought on the sales force needs to change
over the life cycle of product.
Areas where modelling solutions are being used to increase sales force effectiveness are:
1. Sales force sizing
2. Sales force effort/resource allocation
3. Sales force routing
4. Sales territory design/redesign
5. Compensation structure of sales personnel
By using this relevant international sales planning model one should able to illustrate the
planning process and can be used as the basis of critical evaluation.
Two Fundamental Approaches of Developing International Sales Force-
1) Exporting through marketing intermediaries.
11

2) Developing and using a “company-owned” international sales-force.
A Multiple-Product Sales Force Allocation Model
There are several products in market which makes difficult to for sales man to promote
all items. Management decides the proper allocation of products according to their respective
sales force. The costs which is associated with using limited selling resources to promote certain
products is opportunity cost which is need to be evaluated time to time. A multiple-product sales-
force allocation model helps an organisation to allocation of different products according to their
market segments and sales persons so that they can promote organisations product without any
problems and issues.
CONCLUSION
Form the above report, international business management can be easily understand. It
includes various models such as international Product Management models and International
sales force planning models are used. Further, critical evaluation on various topic are done.
Through the above report, business management at international level can be easily
implemented.
12

REFERENCES
Books and Journals
Akaka, M. A., Vargo, S. L. and Lusch, R. F., 2013. The complexity of context: A service
ecosystems approach for international marketing. Journal of Marketing Research. 21(4).
pp.1-20.
Berthon, P. R., Pitt, L. F. and Shapiro, D., 2012. Marketing meets Web 2.0, social media, and
creative consumers: Implications for international marketing strategy. Business
horizons. 55(3). pp.261-271.
Czinkota, M. R. and Ronkainen, I. A., 2013. International marketing. Cengage Learning.
Gilligan, C. and Hird, M., 2012. International marketing: strategy and management (Vol. 17).
Routledge.
Hair, J. F., Sarstedt, M. and Mena, J.A., 2012. An assessment of the use of partial least squares
structural equation modeling in marketing research. Journal of the academy of marketing
science. 40(3). pp.414-433.
Lee, K. and Carter, S., 2012. Global marketing management. Oxford University Press.
Leonidou, C. N. and Leonidou, L. C., 2011. Research into environmental
marketing/management: a bibliographic analysis. European Journal of
Marketing. 45(1/2). pp.68-103.
Lindgreen, A., Hingley, M. K. and Morgan, R. E., 2012. Value in business and industrial
marketing: Past, present, and future. Industrial Marketing Management. 41(1). pp.207-
214.
Navarro, A., Acedo, F. J. and Ruzo, E., 2011. Integrated model of export activity: Analysis of
heterogeneity in managers' orientations and perceptions on strategic marketing
management in foreign markets. Journal of Marketing Theory and Practice. 19(2).
pp.187-204.
Paliwoda, S. and Thomas, M., 2013. International marketing. Routledge.
Papadopoulos, N. and Heslop, L.A., 2014. Product-country images: Impact and role in
international marketing. Routledge.
13

Piekkari, R., Plakoyiannaki, E. and Welch, C., 2010. ‘Good’case research in industrial
marketing: Insights from research practice. Industrial Marketing Management. 39(1).
pp.109-117.
Terpstra, V., Foley, J. and Sarathy, R., 2012. International marketing. Naper Press.
Wiedmann, K. P., Hennigs, N. and Wuestefeld, T., 2011. The importance of brand heritage as a
key performance driver in marketing management. Journal of Brand Management. 19(3).
pp.182-194.
Wilson, A., Zeithaml, V. A. and Gremler, D. D., 2012. Services marketing: Integrating customer
focus across the firm. McGraw Hill.
Online
Goldman, M., 2017, The Product Development Model: Practical example. [Online]. Available
through: <https://moisesgoldman.wordpress.com/category/product-development/>.
[Accessed on 25th July 2017].
Cadden, D. T., and Lueder, S. L., 2017, Marketing Strategy and Promotion. [Online]. Available
through: <https://catalog.flatworldknowledge.com/bookhub/reader/2861?e=cadden_1.0-
ch07_s08/>. [Accessed on 25th July 2017].
14