International Marketing Challenges and Strategies: Sannies Report

This report examines the international marketing strategies for Sannies, a Scottish fashion shoe company. It delves into the challenges of entering the European market, focusing on product adaptation, pricing considerations, distribution issues in emerging markets, and effective communication strategies. The report analyzes factors such as language barriers, cultural differences, and the importance of customer research in product development. It also explores the financial implications of international expansion, including administrative and opportunity costs. Furthermore, the report evaluates the advantages of both online presence and flagship stores, along with various promotional options. The analysis covers competitive landscapes, political and economic risks, and distribution strategies to provide a comprehensive overview of international market entry and growth for Sannies.

International Marketing

Table of Contents
International Marketing ..............................................................................................1
INTRODUCTION ..........................................................................................................................3
Products ...........................................................................................................................................3
Issues that a company face while entering into any European market........................................3
What are the elements that are need in the products of the company to enter in to European
market..........................................................................................................................................4
Price ...............................................................................................................................................4
What increased cost will a company face when they decide to develop there presence into a
country.........................................................................................................................................4
The pricing issue faced by the company.....................................................................................5
Distribution .....................................................................................................................................6
Analysis the distributions issues faced by a company in the emerging market..........................6
Analysing are the advantages of either developing a online presence or opening flagship store
.....................................................................................................................................................7
Communication ...............................................................................................................................8
What are the advantages or disadvantages of the three promotional options...........................8
Suggesting a promotional method to the firm.............................................................................8
CONCLUSION ...............................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
International market is any geographical area where company conduct business outside
there territorial boundaries for a company's home or there domestic market. Sannies is a Scottish
company which have a experience of 70 years in the market. They deal in the fashionable shoes
for women. The main area for profit is are UK and Ireland they have a loyal customer base.
Sannies is a family owned and independent company. This report include various issue that the
company face while entering into new and big market related to product distribution and
communication.
Products
Issues that a company face while entering into any European market.
European is long been a prime market for many US based company. There are many are many
European companies that are growing individually and collectively. This helps in creating new
opportunity for many as there is no stability in the political economical and regulatory landscape.
These are some of the major issues that a company face in the European market :-
 Language barriers :- A main issue that a company can face can be the language barrier.
As Sannies is a scottish - based company and can face some language related issues in the
as they have to keep check about there as there message that they convey in ads is
conveyed properly or not. Also company has to hire a good interpreter to convey there
message about there products into new market.
 Managing global teams :- Another major issuer that company can face is managing
there global teams as there are employees all over the world and connecting and and
combining them into a team can be an issue as there will be time zone barriers, culture
barriers and language barriers different technology all over the world. Sannies have to
build a strong working team and try to regularly check ins also use video conferencing
technology to communicate with them regularly(Chen2021).
 Culture difference :- Each and every country has its own culture barriers that every
company should understand as they can not neglect that and this can impact on the brand
value or product of the company. It is really important for a company to learn or
understand the culture of the country they are trying to expanding as what are there
holidays arts traditions food social norms that is been followed by particular Sannies

should aware of the work culture of Europe as they are different as the working hours of
scottish company are different then the working hours of European company and this can
lead to unsatisfied employees and less of production(Ferraris2019).
What are the elements that are need in the products of the company to enter in to European
market.
When try to sell products into international market business must know that with change in
market there is a change in the need of the consumer and also there concerns and valuers. That's
why company's has to make changes in there products related to this market so that they can
attract the new customers and also which are comply with the laws and regulation so of these
elements are :-
 Customer research - Customer research is a very important part of process before
entering into new market. As this will help a Sannies to understand the change in the
preference of the customers. This will help the company to understand which is there
target audience. This will aid
Sannies to understand tangible and intangible features that they have to change in there products
so that they can survive in the European market(Gomes.2020).
 Marketing - This will aid Sannies in understanding the they have to change or modify
there market campaign or not to appeal to the European customer and markets. This can
be a less economic burden for the company then change there complete products. This
can be a little tricky for the company as a minor mistake in understanding the word from
that language can result into a totally outcome or make the ads useless.
A company should be aware of all these factors before entering into the new markets and selling
there products to new customers. For good growth of a company(Griffith2021)
Price
What increased cost will a company face when they decide to develop there presence into a
country.
Business needs a very vast budgets when they decide to shift to other country or overseas.
Establishing a new company overseas is more costly then the initial company 's establishment.
Just not only the cost of establishment that the company has to pay but also the the cost for

maintenance has to be paid by the initial company this can depend on the the country comp[any
choose to expand.
 On going administrative cost – Establishment of a company takes 160 hours on an
average but that is just the beginning of the required time investment(Javalgi2018)(.
Formation of a company can take both direct and indirect administrative cost that
company are responsible for till the company's lifetime. Some of the direct cost that main
company for the other company are
 yearly tax filling
 monthly social security payment
 running payroll
 other necessary payments that are specific to the market
indirect includes time and the resources given by the main company to the new company for
finding and training intern, legals, HR, finance , operation teams to manage as they work for the
new company.
 Opportunity cost – This means the value of what has to be give up in order to choose
something else setting up a new company in a new country and the time that is taken
during the establishment the new company takes months on an average and that then
lead competitor time so that they can take over the market or the company can lose there
revenue(Jiménez2019).
 Company's extensive budget - Formation or establishment of a new company can take
a lot of only the establishment cost can be very high and and the average maintenance
cost is also in good number so only the company that have a big budgets and are in a
condition that the can invest a good amount of time as well as money then they can think
for opening a new company in another country.
The pricing issue faced by the company.
A mature wester European market.
These are the markets that are already developed and there are already a lot of company in that
markets(Katsikeas2019). These markets contain a various amount of of companies like both
small , large, new old and many other these are some pricing issues that a company face :-

 Establish competitor : when a company enter into a this type of market they face heavy
competitor as there are so many cop many already in the market. This leads you a lot
behind in terms of brand awareness this leads to a loss in the starting for the new
company. Sannies have tom take care that they know when and how-to enter these
markets so that they do not face theses issue the old firm are more families to the market
then new company so the company need to take care before entering.
 Limited growth opportunity : in these type of markets there is a limited growth as it is
difficult to make room into these market some how2 if the firm is able to make room and
enter these markets the also I is very difficult to find new customer in these markets and
push there industry forward as finding new ways to and with offering a strong innovation
however finding a new way or attracting a customer need is difficult in these markets.
Sannies have to take care of these things when entering in these markets they have to be
more innovative with there products and so that they can attract more customers in order
to expand there firm(Kumar2021)(.
Emerging markets
 Political risk : These types of markets have unstable or even volitable governments.
Due to these type of political unrest the can cause a serious consequence to the company
as they do not have a stable environment to grow and mange there activities. Sannies
have to take care that they know about these political unstablest so that they can make
there policy according to tha(tLiu2020).
 economic risk : these markets mostly suffer from insufficient labour and raw material or
high deflation these also have unregulated markets and they do have unsound monetary
policies these are the factor that affect the company that enter these market.
Distribution
Analysis the distributions issues faced by a company in the emerging market.
Emerging markets are the type of markets that have some characteristics of developed markets
but which do not satisfy the standards so that they can be termed as developed market. These are
some of the issues that can arise in these type of markets:-

 Selection criteria: This is a crucial in understanding what are the main components of
successful partnerships. The criteria for the selection essential components necessary
organisation structure warehousing infrastructure and capital.
 Territory : Companies should always check whether there is capable of serving there
territory companies needs t schedule there join going sessions so that the can ensure
distributors capability company owners should make sure they have a well laid territory
maps with with a proper realisation density of the outlet(Oyewole2018).
Analysing are the advantages of either developing a online presence or opening flagship store
There are some many advantages in developing a online presence some of them are :-
 Covid 19 : as due to COVID 19 most of the people have stopped going to store rather
than going to store they have started to shop online and due to saving the time and fuel
this makes shoppers to shop more and this also helps the company to not waste there
money in creating infrastructure and also help in saving them with the issues to maintain
staff and also to maintain now they can directly list there items on the online store which
will help them to make a good sale and there input cost goes near to null. Which is
beneficial the new business that are looking forward to expand into new country. This
can be beneficial for the Sannies as they can enter into into new market and can save a lot
of there cost such as no new infrastructure is required , or there is no
requirement for maintain staff or get limited supply at a time.
 Large customer base : This helps in creating a large customer base as there is no limit
on where and how many people can online store sell. As company can expand into any
country they want and can take as many as customer they desire and this can benefit the
company in gaining a lot more profit then can accomplish from offline store and also this
helps new company in getting a good start in the market. Sannies can use this ways for
expanding as it is quick and easy way to expand and can expand into many different
countries at the same time and ca attract a lot of customers at the same
(timeSamiee.2020)

Communication
What are the advantages or disadvantages of the three promotional options.
Promotion means to promote a particular product by the help of television radio or by newspaper
this will help a company to target there vast market audience to sell there products at the same
time some of these are :-
Expanding the sales team – As the company's directors have decided to create a new sales
team in different countries that will help the company to target there market audience so from the
different country so that company can gain profit in the market due to these sales team. Sannies
this is useful for the company to as it will help the company to increase profit of the company.
Digital influencer – As there is a popular female digital influencer has confirm that she is
interested in doing promotion activities for the company on her social media as this will help the
company to get an extra support in promoting there product and also this will increase there
goodo will in the market as they are been promoted by the popular celebrity this can be a
beneficial. Sannies can use this trick to increase there market audience by the help of an online
celebrity or any influencers (.Singh2021).
Sponsorship – This means when any company pay top any brand or a TV show to advertise
there product this is beneficial for the company as the director have though that this can be a
great option to increase there market popularity and also this will be so much beneficial as they
can target there market audience and can get more profit from the business due to there
popularity.
Suggesting a promotional method to the firm.
Print or newspaper – This is best method of promotion as it allow everyone to get a look on
what you are selling as there is no one who can not afford or look at the newspaper. That why it
is the way for doing the promotion as it can be reached to every class as well as to every work
ng group or non working group it is cheap as well as work everywhere in each and every part of
the country so that's why if a new company wants there product to be know by everyone then
they just have to print it in the local news paper this will let the all local residents and others to
know about and a repeated use of this means can help you bring the customer to market and
create local and loyal customer for the company so that they can increase production and profit
of the company.

CONCLUSION
The above file include information bout the international market. It also have information about
the company Sannies like what does this company deals in and what type of company is this.
This company also deals in products like what are the issues that a company face when they
enter in to European market. This also have the elements for the product that they will need to
adopt in the market . This also discuss about the cost that the company will face they decide
there presence in a particular company also about the pricing issue that a company will face
when they enter in a mature or emerging market. This also discuss the issues that a company
face when they enter into emerging market. It also discuss about the advantages of online store
over the flagship store.

REFERENCES
Books and Journals
Chen, H.W., 2021. Research on International Marketing Strategies of European Brands.
Ferraris, and et.al 2019. Refining the relation between cause-related marketing and consumers
purchase intentions: A cross-country analysis. International Marketing Review.
Gomes, E., Sousa, C.M. and Vendrell-Herrero, F., 2020. International marketing agility:
conceptualization and research agenda. International Marketing Review.
Griffith, D.A., Dean, T. and Hoppner, J.J., 2021. Choices and consequences: Recommendations
for an improved understanding of cultural distance in international marketing
research. Journal of International Marketing, 29(3), pp.23-42.
Javalgi, R.G. and Russell, L.T.M., 2018. International marketing ethics: A literature review and
research agenda. Journal of Business Ethics, 148(4), pp.703-720.
Jiménez-Asenjo, N. and Filipescu, D.A., 2019. Cheers in China! International marketing
strategies of Spanish wine exporters. International Business Review, 28(4), pp.647-659.
Katsikeas, C.S., 2019. Publishing in international marketing: Challenges, opportunities, and
guideposts. How to Get Published in the Best Marketing Journals.
Kumar, S., Xiao, J.J., Pattnaik, D., Lim, W.M. and Rasul, T., 2021. Past, present and future of
bank marketing: a bibliometric analysis of International Journal of Bank Marketing
(1983–2020). International Journal of Bank Marketing.
Liu, C.L.E., Zhang-Zhang, Y. and Ghauri, P.N., 2020. The influence of internet marketing
capabilities on international market performance. International Marketing
Review, 37(3), pp.447-469.
Oyewole, P., 2018. International marketing of services and developing countries. Services
Marketing Quarterly, 39(2), pp.79-91.
Samiee, S., 2020. International marketing and the internet: a research overview and the path
forward. International Marketing Review.
Singh, N., Benmamoun, M., Meyr, E. and Arikan, R.H., 2021. Verifying rigor: analyzing
qualitative research in international marketing. International Marketing Review.