International Marketing Strategy for Spice Smartphones in Germany

This report provides an in-depth analysis of international marketing strategies, focusing on the case of Spice smartphones entering the German market. It begins with an introduction to international marketing, emphasizing the application of marketing principles across different countries. The report then delves into the STP (Segmentation, Targeting, and Positioning) analysis of the German market, considering factors like customer demographics and preferences. It explores the concept of globalization and its impact on introducing new products and services internationally. The report further examines the international marketing strategy employed by Spice, including the use of the marketing mix (7Ps) and the product life cycle model. It also discusses the Boston growth matrix to illustrate Spice's potential market position and growth. The conclusion summarizes the key strategies and tactics used to promote products from a local market to the global market, emphasizing the importance of brand identification.

INTERNATIONAL MARKETING

Table of Contents
.........................................................................................................................................................1
INTRODUCTION...........................................................................................................................3
STP OF GERMANY MARKET.....................................................................................................3
GLOBALIZATION.........................................................................................................................5
INTERNATIONAL MARKETING STRATEGY..........................................................................6
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Marketing refers to the technique in which awareness about the product is created for the
maximum sales of the product. Each and every country has their own marketing strategy and
plan which makes them to sell their product at particular country. International marketing refers
to the application of marketing principle in which one and more country is chosen to advertise
the product by creating the awareness about the product or brand in other than manufacturing
country. In another word, international marketing is said to be trading of goods and services in
different countries. The procedure which include the planning, Executive, distribution and
promotion of the products or services are same worldwide. In this discussion it is being discussed
about the using the STP internationally addition with the detailed introduction regarding the
globalization, using the marking mix in the strategy which enable to understand the international
market (PATEL, B.K., 2018). In context to this, Spice as a brand of India, Germany is chosen as
the international market and the product is smart-phone which is having 5G technology in cheap
price.
STP OF GERMANY MARKET
Each and every customer has their own Desire wants or needs. Also they have different
educational level, experience, background effect. So the company need to check out the different
product which they are delivering to the people of country which need to be segmented for the
target customer. STP is a process which refers to segmenting targeting and Positioning which
can help in the sales of the product.
Segmentation
It is the process of defining the market into a small subset of customer which are having
the same time of need characteristics in this selecting one are more than one segments for
targeting with using the marketing mix. In Germany there are different target market which
includes different age, gender, demographic etc. There is a wide range of customer which are
interested in the smart-phones and the like to have the latest smart-phone which is launching new
in the country. Youngsters like to have the latest smart-phone. Segmentation is the one which
can help Spice to decide who are their customer whom they are going to sell their smart-phone
(Barteaux, J., 2016.). Due to getting in demand in the market due to providing the latest

technology in less price, the brand has created the huge customer base.
Targeting
In this after the segmentation targeting is the next procedure in this the target target
customers are chosen to sell their product to them. Spice generally targets the youth in Germany.
Youth are the target market for the Spice brand who are delivering the 5G smart-phone which is
not available in Germany. They have target such audience who are really interested in the
technology but due to having the lower income they are not able to afford the high priced
product, So, Spice needs to target such type of customer (Lee, H.C. and Shin, S.Y., 2016).
Positioning
It refers to make some position in the mind of customer. Whenever customer go to the
market for purchasing, they will think about your brand due to positioning of the of your brand in
their mind. They will like to buy your brand product. Spice need to have the high positioning in
their target customers mind which creates a big market to sell your product internationally.
Germany don't have the latest 5G smart-phone. So, whenever the 5G launch date in Germany
people would like to buy this latest technology either for their use or to satisfy themselves which
is for having the latest smart-phone (Lambregts, B., Beerepoot, N. and Kleibert, J., 2017).
GLOBALIZATION
Globalization is defined as the interaction, integration among many of peoples, and
governments in the world wide process. The operation of globalization has to accelerate and the
advancement in a base of transportation and communication technology. As per the aspect of

new product or services, the globalization describe how the growing interdependence help to
introduce in new product and the services and their brief information to the people and in
different places (Ostrovskaya and et. al., 2017). The term globalization is defined as the
operation to introduce a new product in a new market and after it get some of brand recognition
in their own existing market. The product and services are plan to introduce in another country
on the basis of segmenting, targeting and positioning and afterward the globalization is start with
the localization. The global marketing is defined as the operation on the basis of different
marketing strategies. Where the company is to be launched their products in the different
countries. The global marketing is selling of product or service globally. It is the operational
process in which the planning, positioning and promoting of the product used in the global
market. There are many benefits of global marketing. First it can improve the effectiveness and
efficiency of the product and services. which is going to be launched in the global market.
Second the strong competitive advantage for the companies, which may be opposes in the local
market because the global product have their own brand value and identification in the
worldwide arena. Third, the global marketing leads to help in the increase of customers because
of the awareness of brand and also based on their product and services.
Generally, the globalization is followed by the advancement in which the digital
marketing, social media marketing and many promotional mixes are used. As per this context,
the Spice a mobile phone company is starting their business from India. Where they start with
the localization operation. Initially, launched their new product and new services within the
India. After creating the brand value and brand awareness in India Spice launch their phone in
Germany with their marketing strategies (Blijlevens, J. and Ranscombe, C., 2016). So, the
product get their globalization in a form of advancement in a form of a digital marketing or in a
form of social media marketing and with help of promotional mix. They share their portfolio,
images and pictures through internet by which everyone liked and rated the product via internet.
As per this, Spice start to launch their new product in Germany on the basis of globalization by
targeting the peoples. Various strategies like segmenting, targeting and marketing, 4P’s and 7P's
of marketing. They launched their new product and new services in Germany in a rapid mode.
INTERNATIONAL MARKETING STRATEGY
International marketing refers to the marketing of the product on the international level
with using the marketing strategy by using the different type of analysis which helps in creating

and analyzing the market for the product. In context of marketing mix there are 7P’s which
includes the product, price, place, promotion, process, people and physical evidence in which
we will focusing on product. In this the production company who is making the international
marketing strategy, they should use the model of product life cycle which implies to the the
introduction growth maturity and decline stages. The product should have the quality enough
which can challenge the local market of the targeted country. The price of the product should be
lower enough that the local company can’t be able to reduce their prices to that level. This lower
price attracts more customer for your introduction phase of the product life cycle. When your
product will be on introduction phase then everyone will get aware about your product by using
the different types of promotional activity (Zajda, J. and Ozdowski, S., 2017). After sometime,
the growth of the sales which is your product will start to sell out in the market in some short
period of time. After sometime, the sales of the product can be able to reach higher which will
decline after sometime when either everyone or almost everyone have your product. In context
of Boston growth matrix, Spice due to having the latest used technology product in very little
price will easily comes from the “dog” which means the brand is having the less market share
along with lower growth market to the “star” which means brand having the high market share
with the high growth market in just short period which can be said as the growth which will later
on after sometime may show the maturity stage where to be in the position of star Spice needs to
launch new product with some extra and updated feature which can again attracts the customer to
buy their product. Such stages of the product life cycle will run along with the company growth.
Such types of strategy which is totally tailored according to the target country market the brand
will get the achievement with the help of advised strategy and can be able to increase their
productivity of their product along with profitability of the company (Matemba, E. and Lloyd,
N., 2017).
CONCLUSION
As per the above discussion, it can be concluded banned product or services is going to
be launched or introduced in another country internationally as per above discussion strategies
are segmenting positioning and targeting, 4P’s and 7P’s. These strategies and tactics promote the
product from local market to the global market, where these strategies helps organization to
provide identification of brand.

REFERENCES
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Ostrovskaya and et. al., 2017. Marketing strategies of cluster development in retailing sector.
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