Expanding El Sin Rival to Australia: International Marketing Report

This report provides an analysis of El Sin Rival's international marketing strategy, focusing on its expansion from El Salvador to Australia. It identifies key opportunities, such as introducing unique ice cream flavors to a new market and leveraging competitive advantages. The report also highlights challenges, including local competition and supply chain risks, and recommends technological approaches like ICT and AI to enhance business operations. Furthermore, it emphasizes the importance of understanding customer demand, product modification, branding, distribution channels, and promotional activities. The report concludes with a discussion of international marketing strategies, including understanding cultural differences, planning global campaigns, and utilizing social media and digital marketing activities to attract international customers. This comprehensive analysis provides valuable insights into El Sin Rival's potential for success in the Australian market.

INTERNATIONAL
MARKETING

TABLE OF CONTENTS
PART 1.......................................................................................................................................................3
EXECUTIVE SUMMARY.....................................................................................................................3
PART 2.......................................................................................................................................................3
Main opportunity and challenges for El Sin Rival to expand business from EL Salvador to Australia....3
Different technology approach................................................................................................................5
PART 3.......................................................................................................................................................6
Main recommendations that have influenced international marketing of El Sin rival..............................6
Best International marketing strategy and digital marketing activities for El Sin rival............................7
REFERENCES............................................................................................................................................9

PART 1
EXECUTIVE SUMMARY
International marketing is the way in which different needs and wants of the customers
that are residing all over the globe can be fulfilled by having a clear understanding of their actual
demand(Cateora and et.al., 2020). Present study is based on the company El Sin rival that is
located in El Salvador and is famous for its different ice cream flavors that are unique in market.
Due to the unique offerings business is working to expand its market internationally with the
help of different an effective business plan. There are various opportunity for the business to
expand its business in Australia that is to offer its products and services to new customers.
Business can offer some of its unique products and this will bring competitive advantage to the
firm. However, business has to face different challenges such as the local competition in
Australia and supply chain risk with which business have to deal effectively. Business can use
Artificial intelligence and ICT in order to expand its business more effectively. By understanding
the customer’s demand, by modifying the products and with the use of different Promotional
activities, business is able to influence the customers of Australia. By understanding the cultural
differences and by utilizing the power of Social media platform, El Sin rival is able to expand its
business internationally and for the same business is required to adopt different digital marketing
tools in order to attract potential customers.
PART 2
Main opportunity and challenges for El Sin Rival to expand business from EL Salvador to
Australia

Figure:- 1
Figure 1:- Export opportunity in Australian market
OPPORTUNITY:-
El Sin rival is having a great opportunity to expand its business from El Salvador to
Australia as the flavor of ice-cream that the company produces is free from any rival and it is a
great chance for the business to extract new business from international market. The respective
opportunities that El Sin rival will gain while expanding the business to international market is as
following:-
 New market:- El Sin rival will be getting opportunity for offering its products to new
customer and that will bring opportunity for the business to increase their sale. A right
investment leads to right opportunity and extracting new market of Australia will be
beneficial to El Sin rival(Suzuki and Okamuro, 2017). However, company has to conduct
an effective market analysis and have to assess its competitors to grab this opportunity.
There are different competitors in Australian market such as Regal cream products

private limited that is an ice cream manufacturing company and is having more scope as
compared with that of El Sin rival
 Diversification:- By expanding the market internationally, El Sin rival will be able to
offset negative growth in one market by operating effectively to other market. As El Sin
rival is already producing tamarind, guanabana and mango flavors, there is an
opportunity for El Sin rival to introduce these unique flavors in international market and
have a positive revenue stream. However, El Sin rival is required to understand the
language and cultural barriers that will arise while introducing its offerings in Australia.
Different companies that are producing ice cream at Australian market are having their
labeling in a language that the customers are able to understand. El Sin rival needs to
understand the culture and language of Australia in order to make the customers satisfied.
 Competitive advantage:- Though sorbet from El Salvador is without any rival, so
business is required to expand its production with the use of an effective technology. It
will bring new opportunity for El Sin rival to operate in Australia where there is less
competition with respect the flavor of ice cream that they offer to customers. However, El
Sin rival is required to have a detailed strategy for the market entry with a focus on
business efficiency.
 Foreign investment opportunity:- With the international expansion of the products, El
Sin rival will be able to have additional investment opportunity with respect to the
foreign market. Business will be able to develop new resources and can build new
connection in international market for operating effectively(Chereau and Meschi, 2018).
However, El Sin rival also have to work for protecting its intellectual property rights as
there will many other firms who may become threat for their business.

Figure:- 2
Illustration 2:- Foreign investment opportunity in Australia
CHALLENGES:-
There are some of the challenges that El Sin rival will be facing while expanding the business
in international market. These challenges are as following:-
 Local Competition:- There are different competitors that are waiting for El Sin rival in
the local market of Australia. ALDI Monarc, Haagen-Dazs, Weis and many other
competitors may become a tough challenge for the business. However, El Sin rival is
required to be aware about these competitors that what they are doing and also about their
marketing strategies so that business can work to face them(Paul, Parthasarathy and
Gupta, 2017).

 Supply chain risks:- Another challenge that is waiting for El Sin rival is the management
of an effective supply chain across the international boundaries. There are separate
imports, export, shipping and logistic department at large enterprise and trading
internationally is very risky for small businesses. However, Business is required to
develop an effective strategy and budget as to expand the business internationally needs
an effective business plan.
 Operational risks with hiring staff:- There will be need of more staff and handling such
staff will be another challenge for El Sin rival. Business will require to hire staff on
ground of other nation and hiring more staff is quite risky for their business. However, El
Sin rival have to make sure that their business is able to establish a great team where right
products is placed at place within a specific period of time(Buckley, Doh and Benischke,
2017).
Different technology approach
In order to expand the business in international market, El Sin rival is required to
implement some of the technological approach that can help the business to expand its offerings
in new market. The different technological approaches are as following:-
 Information and communication technology:- ICT is becoming part of daily life and El
Sin rival is required to adopt these digital drivers of change at the workplace in order to
expand the business internationally as it will be helping the business have economic
growth and sustainable development. This technology will be helping El Sin rival to
become more efficient by reducing the cost of service and also helps to save money by
positive marketing strategies. With the help of Email, text, websites and different apps, El
Sin rival will be able to attract most of the customers and will be leading to an improved
communication with their actual consumers(Andrade and Doolin, 2016). However, El Sin
rival may face a great challenge to train its working employees to deal with the new
technology and it will also increase the expenses of the business.
 Artificial intelligence:- This helps the business to save time and money of the business
and optimizing the daily routine and tasks of the firm. El Sin rival is required to work
with AI as it will help the business to increase its productivity in the international market.
Not only this, AI helps the business to make its operations more efficient and smooth.

With the help of Cognitive technology, El Sin rival will be able to bring an effective
business decisions and the business operations will be running faster. At present, the
customers are looking for services that are more advanced and convenient for
them(Ransbotham and et.al., 2018). However, for El Sin rival it will be leading to a huge
cost as there are many complex types of equipment and the working employees may face
difficulty to understand its actual use.
PART 3
Main recommendations that have influenced international marketing of El Sin rival
For the international marketing, there are different recommendations that have influenced
the business and have helped the business to establish its product and service in eyes of the
customers of Australia. The different recommendations are as following:-
 Customer demand and behaviour:- It is very important for the business to understand
the demand of the customers and on that bases work on the offerings so that the new
customers at Australia get attracted towards the offerings. It is very important for El Sin
rival to have their interaction with the customers and understand whether the flavor of ice
cream that they are providing is the actual choice of the customer or not. This will bring
greater opportunity for the business to expand internationally (Van Nguyen and et.al.,
2020).
 Product and service modification:- The major goal of product modification is to attract
the new customers and work effectively to beat the competition of international market.
El Sin rival is required to modify their offering by understanding the actual need of the
customers and this will help the business to increase its sales. This results in huge
profitability of the business.
 Branding and labeling:- In order to grab the attention of customers towards them, El Sin
rival needs to work on its branding and labeling. The packaging of its ice cream or
presentation of its offerings is required to be so attractive that customer get encourage for
its next purchase. The product in international market is identified by the labeling and its
packaging style. So, business is required to have its focus over it(Skaczkowski and et.al.,
2016).

 Distribution channels:- Business is required to work on its distribution channels as it
brings a great chance for the business to sales its offerings more effectively than the
competitors. As online distribution of the products and services is increasing in the
market, El Sin rival is required to take its order online and provide effective service to its
potential customers.
 Promotion:- There are different promotional activities with the help of which business is
able to maintain its demand market with respect to their offerings. In order to increase its
market share in Australia, El Sin rival have to promote its offerings with the help of
social media marketing. With the changing time, use of social media platforms has been
increased and business is required to raise awareness of its product and services with the
help of different marketing tools(Ismail, 2017).
Best International marketing strategy and digital marketing activities for El Sin rival
There are some of the international marketing strategy that El Sin rival is required to opt
for expanding the business internationally. The different strategies are as following:-
 Understand the cultural differences:- El Sin rival is required to understand the culture
of Australia and accordingly offer the products and services. However, Not
understanding once culture may lead to failure of the business(Allman, Hewett and Kaur,
2019).
 Plan the global campaign:- Business is required to be creative and have to conduct
effective media planning and mass publicity campaign as it directly leads to an effective
business plan. It is necessary for the business to conduct email campaigns, conferences,
website promotion etc. in order to achieve the business objectives. However, El Sin rival
will required to understand the cultural difference and language barriers at Australian
market in order to have a successful global campaign.
 Utilize power of Social media:- El Sin rival have to reach its wide audience with the
help of picture, video, text, Facebook etc. This helps the business to get connected with
Millions of its customers at the same time.
Business is also required to conduct different digital marketing activities in order to
attract the international customers and the different activities are as following:-

 Social media marketing:- It is the powerful way of doing business and El Sin rival
needs to take help of different social media platforms such as Facebook, twitter,
Instagram etc. as most of the customers are available on these platforms. However, the
negative feedbacks on social media platforms may also affect the business negatively as
most of the people purchase the offerings after seeing the reviews of others.
 Email Marketing:- There is another digital marketing activity that is Email marketing
with the help of which, El Sin rival is able to advertise its offerings and also can request
to its customers to visit their place. However, it may be possible with the use of Email
marketing, business may not be able to reach its right audience.
 Mobile phone advertising:- With the help of mobile phones and other devices El Sin
rival may advertise their offerings and there are different ads and SMS with the help of
which potential customers can be attracted towards the business. However, it may be
possible that the customers may ignore the SMS or ads that they are watching on their
mobile phones and may also lead to different customization issues.

REFERENCES
Books and Journal
Allman, H.F., Hewett, K. and Kaur, M., 2019. Understanding Cultural Differences in
Consumers’ Reactions to Foreign-Market Brand Extensions: The Role of Thinking
Styles. Journal of International Marketing. 27(2). pp.1-21.
Andrade, A.D. and Doolin, B., 2016. Information and communication technology and the social
inclusion of refugees. Mis Quarterly. 40(2). pp.405-416.
Buckley, P.J., Doh, J.P. and Benischke, M.H., 2017. Towards a renaissance in international
business research? Big questions, grand challenges, and the future of IB
scholarship. Journal of International Business Studies. 48(9). pp.1045-1064.
Cateora, P.R. and et.al., 2020. International marketing. McGraw-Hill Education.
Chereau, P. and Meschi, P.X., 2018. Expanding Internationally. In Strategic Consulting (pp.
111-143). Palgrave Macmillan, Cham.
Ismail, A.R., 2017. The influence of perceived social media marketing activities on brand
loyalty. Asia Pacific Journal of Marketing and Logistics.
Paul, J., Parthasarathy, S. and Gupta, P., 2017. Exporting challenges of SMEs: A review and
future research agenda. Journal of world business. 52(3). pp.327-342.
Ransbotham, S. and et.al., 2018. Artificial intelligence in business gets real. MIT sloan
management review, 60280.
Skaczkowski, G. and et.al., 2016. The effect of packaging, branding and labeling on the
experience of unhealthy food and drink: A review. Appetite. 99. pp.219-234.
Suzuki, S. and Okamuro, H., 2017. Determinants of academic startups’ orientation toward
international business expansion. Administrative Sciences. 7(1). p.1.
Van Nguyen, T. and et.al., 2020. Predicting customer demand for remanufactured products: A
data-mining approach. European Journal of Operational Research. 281(3). pp.543-558.
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