International Marketing Strategy: Entry Modes, Brand Equity Analysis

This discussion post explores critical aspects of international marketing strategy. The author discusses the factors organizations must consider when entering foreign markets, emphasizing the importance of understanding market needs, culture, and economic factors. The post also examines brand equity, defining its components and benefits, such as increased sales and customer loyalty. The author highlights the need for strategic marketing investments to build a strong brand and the significance of positive brand equity in pricing and customer retention. The discussion integrates references to relevant academic literature, providing a comprehensive analysis of international marketing challenges and opportunities. The author concludes by summarizing key takeaways regarding market entry and brand equity, emphasizing the importance of both internal and external factors in achieving business expansion and success in the global market.

International marketing strategy

Initial post 1
When an organization has made a decision to enter an overseas market, the various options are
available to enter and it is necessary for an organization to understand the market before entering
into the international market. In order to enter into the market, the effective strategies and
decisions are required to be taken to enter successfully (Onkivisit and Shaw, 2009). In selecting
market the factors are required to be considered which impacts on the decision of entering into
the foreign market. it is necessary to identify the reason for globalization for entering into the
international market place. Marketing strategies are required to be identified for entering into the
international market.
External and internal factors affect the decision of entering into foreign market. Internal factors
include the objectives of the company, resources availability, level of commitment, experience in
international market and flexibility. In case of external factors, the decision which are required to
be taken are related to market size and growth, government regulation in foreign market, level of
competition, risks of political, economic and operational. Production and shipping costs are
required to be considered (Doole and Lowe, 2008). The market analysis is necessary which
involves the products and services which are required to be delivered in the international market.
Mode of entry must be selected which will be effective to attract the customers.
Reference
Onkvisit, S. and Shaw, J., 2009. International marketing: strategy and theory. Routledge.
Doole, I. and Lowe, R., 2008. International marketing strategy: analysis, development and
implementation. Cengage Learning EMEA.

Opinion
In the post, the factors are considered for entering into the market. Organizations are required to
consider the internal as well as external factors. In case of external factors, economic factors are
always considered as companies are required to discover the market for delivering the products
and services. In my opinion, companies are required to analyze the market and must classify the
market according to the product as every market does not easily accept the products. It is
mentioned to analyze the domestic marketing strategy for proposing international territory but it
is necessary to analyze the international market and strategies which are required to be analyzed
for entering into the market. Middle class countries do not consider the product of higher prices.
In case of economic factor, every country has different economy in which they deal and requires
different strategies and decisions. In case of US investing in India as India is considered as large
middle class by if US invest in India like an investment in US will be considered as the wrong
decision. Foreign countries took the wrong decision of investing without considering the
economic factors as companies requires to deliberately know the real economic potential of a
market (Rahman, 2003). In foreign market, new set of marketing and manufacturing is required
for serving into the market. It is necessary to anlayze the market and customers to find the
number of customers who can buy the products. In a viable market, it is necessary to consider the
economists and marketers for long time in market.
Reference
Rahman, S.H., 2003. Modelling of international market selection process: a qualitative study of
successful Australian international businesses. Qualitative Market Research: An International
Journal, 6(2), pp.119-132.

Initial post 2
Brand equity includes the strategy and decision for brand positioning and brand development for
generating the product with recognizable name. Brand equity influences the key areas are
increasing sales, increasing profits and influence more customers. branding decision includes the
brand positioning which is required to be positioned in the customers mind which includes the
levels of product attributes, benefits and beliefs and values of customers. The factors which are
included in brand equity are awareness and perception of customers. It is necessary for the
business to create a positive view of product in customers for creating brand equity. Customers
associate with brand when they are satisfied. It is necessary for business to make investment in
communication and marketing of brand (Aaker, 2009). There are various benefits to organization
by brand equity are margins are increased as brands helps in keeping and motivating the
customers to buy with brand name. Brand equity helps in creating customers loyalty which helps
the customers to retain with the brand. It helps the business in giving opportunity to expand
business and competitive advantage. The value of brand is represented with the help of brand
equity. Example- Apple has created a high brand equity as they even provide the similar feature
products to customers but their demands, customer loyalty and premium price of Apple company
is considered as high tech industry.
Reference
Aaker, D.A., 2009. Managing brand equity. simon and schuster.

Opinion
In the post, it was mentioned that brand equity brings the advantages in the business as creation
of brand equity. In my opinion, strong brand equity is important for the organization. I also
believe that brand equity requires investment in marketing as well as in communication. It is
analyzed that in order to create successful brand the various steps are required which includes
identify brand so that customers can recognize and making them aware. Next includes the
creating meaning of brand which includes the performance and imagery. The response of
customers towards brand includes the feelings and judgments (Sasmita and Mohd Suki, 2015).
Judgments of customers include the quality, credibility, consideration and superiority. It is
necessary to build a deep customer relationship. It provides the advantages in increasing margins
as well as customer loyalty. Customers make the decisions which are based on perception of a
brand. People take the advantage of brand equity by changing more prices for products as
compare to competitors and in order to retain customers, higher prices must not be charged from
customers. I agree with the post that brand equity must be positive for increasing sales and
representing the value of the brand in market.
Sasmita, J. and Mohd Suki, N., 2015. Young consumers’ insights on brand equity: Effects of
brand association, brand loyalty, brand awareness, and brand image. International Journal of
Retail & Distribution Management, 43(3), pp.276-292.

Summary
It is concluded with the initial post 1 is that in order to enter into the foreign market an
organization has to consider the effective marketing strategies and must make the decision by
understanding the needs, culture, customs and rules of the foreign market for analyzing the
customer requirements. Brand equity includes the value which is tangible and intangible as
tangible brand equity includes the profits margin and market share and in case of intangible it is
necessary to aware the customers and goodwill. It is concluded that the brands must include the
product attributes and benefits. Beliefs and values are required to be positioned for creating
brand awareness in market. The components of brand equity include the differentiation,
knowledge, relevance and esteem. A business can adopt the factors and strategies for building
brand equity include the collaboration, reputation, value, legal and ethical decision making, and
creating awareness. In both the conditions, factors are required to be considered. External and
internal factors affect the decision of entering into foreign market. It is necessary for the
organization to expand the business. Brand equity is also important for representing the product
in market and positive brand equity helps in charging more for products and services.