International Marketing Management: Felicetti Pasta Company Report

This report presents an international marketing analysis for Felicetti Pasta, evaluating potential market entry into Japan and Malaysia. It begins with a company profile, followed by a market analysis using the Porter Five Forces model to assess political and economic stability, labor costs, communication, and cultural factors in both countries. The report then applies Hofstede's Cultural Dimension Theory to understand cultural impacts. Customer preference and market findings are analyzed through surveys, revealing pasta consumption habits, age demographics, and flavor preferences. Based on this research, the report recommends Japan as a more promising market, suggesting exporting as a market entry strategy with advertising strategies. Segmentation and targeting strategies are also discussed based on age and purchasing capacity. The report concludes with references to relevant marketing literature.

International
Marketing
Management Pasta Company

Company Profile
 Family owned since its founding in 1908, the Felicetti
company is dedicated to producing the highest quality,
best-tasting pasta with superb texture and nutritional value.
 Our pasta is dried in this pristine, unpolluted mountain air,
allowing us to create a truly remarkable taste experience.
1

Market analysis and Research
There are two countries Japan and Malaysia which are
considered as a potential market for the pasta company
Felicetti who wants to evaluate the best market for its
expansion. Porter Five Forces Model
2

Risk analysis
Basis Japan Malaysia
Political It have a score of 85. this means it is more
political stability. While it have a score of 78
Economical It have a 4 largest economy as per
purchasing power and 3rd largest on the
nominal basis.
It is one of the fastest growing
economies.
labour cost and
productivity The labour cost is high but the
productivity per person is much higher. The cost of labour is low but productivity
is not as high as japan.
Communication The Japanese language is officially used.
English is a secondary language but not
used a lot. Language is a barrier
Malaysian business and people use local
language but English is a priority.
Culture The Japanese culture is a dominant force
which have direct impact on the business
and its working. But the companies which
adopt it become very successful in the
market.
The Malaysian culture is not as dominant.
Many multinational exist. Its very hard to
make an impact in the country.
3

Hofstede's Cultural Dimension Theory
It is a framework of cross cultural communication.
It states about the impact of cultural values on the people of
society and how it forces people to behave in a certain way
to a situation.
4

Customer Preference and Market
Findings
This research was conducted as to understand the customer
preference and other factors which impacts their choice of
product.
Q1. Do you like
pasta? Frequency
A. Yes 750
B. No 250
A. Yes B. No
0
100
200
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400
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800 750
250
5

Customer Preference and market Findings
A. 10-20 B. 21-30 C. 31- 40 D. 41-50
0
50
100
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200
250
300
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450
500
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450
150
50
A. Daily
B. Twice in a week
C. Once in a week
D. Rarely
0
50
100
150
200
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450
200
400
300
100
Q.2 What is your
age? Frequency
A. 10-20 350
B. 21-30 450
C. 31- 40 150
D. 41-50 50
Q3. How frequently
do you eat pasta? Frequency
A. Daily 200
B. Twice in a week 400
C. Once in a week 300
D. Rarely 100
6

Customer Preference and market
Findings
A. Yes B. No
0
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200
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800
300
700
A. Italian pasta B. Mexican pasta C. Chines pasta
0
50
100
150
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250
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350
400
450
400
350
250
Q4. Do you think
pasta is not healthy? Frequency
A. Yes 300
B. No 700
Q6. Which flavour
of pasta do you
prefer most?
Frequency
A. Italian pasta 400
B. Mexican pasta 350
C. Chinese pasta 250
7

Recommendations
The Japanese market present a lot more opportunity than the
Malaysian market.
The Recommended market for expansion will be Japan
8

Market Entry Strategies
Exporting is a process where a producer exports the
product from one home country to host country and it is sold
by a sales representative company.
There are two types of exporting which can be done:
 Sales representatives
 Importing Distributors
9

Advertising strategy
Bursting Adverting strategy where company is going to
invest heavily on promotion of product in the Japanese
market.
Investment Impact on
consumer
2 million Yen 70.00%
5 million Yen 85.00%
2 million Yen 5 million Yen
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
90.00%
70.00%
85.00%
10

Segmentation and Targeting
Segmentation of population
was done on two basis first age
group and and purchasing
capacity(appropriate price).
350
450
150
50
10 years-20 Years
21years-30years
31years-40years
41years-50years
Age Group Frequency
10 years-20 Years 350
21years-30years 450
31years-40years 150
41years-50years 50
400
350
15050
200 Yen
300 Yen
400 Yen
500 Yen Price Frequency
200 Yen 400
300 Yen 350
400 Yen 150
500 Yen 50
11