Internationalization of International Relief Consultants Project

This report examines the internationalization process of International Relief Consultants, focusing on the deployment of paper log houses for disaster relief. It details the internationalization process, emphasizing the development of an international marketing plan, SWOT analysis, competitive advantage, and competitive strategy. The report highlights the company's strengths, such as a strong track record and specialist expertise, while also acknowledging weaknesses, opportunities, and threats. It analyzes various marketing strategies, including objectives, target audiences, entry strategies, and situational analyses. The report emphasizes the importance of a strategic marketing plan and the need for continuous monitoring to ensure successful internationalization. It also provides a comprehensive SWOT analysis, evaluating the organization's internal and external factors to maximize strengths, capitalize on opportunities, improve weaknesses, and mitigate threats. The report concludes by emphasizing the importance of these steps for the organization's preparedness for internationalization.

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BUILT ENVIRONMENT INTEGRATED PROJECT: INTERNATIONALIZATION
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Table of Contents
INTRODUCTION.....................................................................................................................................3
INTERNATIONALIZATION PROCESS...............................................................................................3
INTERNATIONAL MARKETING PLAN.............................................................................................6
Objectives...............................................................................................................................................7
Market/target audience.........................................................................................................................7
Entry strategy........................................................................................................................................7
Situational analysis................................................................................................................................7
Marketing strategies..............................................................................................................................8
Budget.....................................................................................................................................................8
Monitor...................................................................................................................................................8
COMPANY SWOT ANALYSIS..............................................................................................................9
Strengths................................................................................................................................................9
Weaknesses..........................................................................................................................................12
Opportunities.......................................................................................................................................13
Threats.................................................................................................................................................15
COMPETITIVE ADVANTAGE............................................................................................................17
COMPETITIVE STRATEGY................................................................................................................18
The success...........................................................................................................................................21
Improvement of the group’s experience............................................................................................21
Impact of integration on final outcomes of the proposal..................................................................21
References................................................................................................................................................22

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INTRODUCTION
Internationalization is a term that means a process of planning, designing,
creating/developing and implementing a product, project or service in such a way that it can be
easily adjusted to meet the specific local requirements, such as cultures, languages, needs, codes,
standards, etc. The process of changing an internationalized product, project or service to meet
the local needs is known as localization. Therefore internationalization should help to eliminate
barriers to localization (Ishida & Miller, 2015). From this definition, internationalization does
not necessarily mean an organization’s entry into a new country but can also mean entry of an
organization into a new worldwide business network (Juuso, 2015). An organization can
integrate internationalization in its activities by coming out of its present operating environment
(Awil & Abdul Aziz, 2009).
This report examines the process of internationalization and how International Relief
Consultants can integrate it in its operations so that the paper log house design can be used to
provide shelter to disaster victims in any part of the world. As a humanitarian agency,
internationalization can be used as a tool to enable the organization establish appropriate
strategies of constructing paper log houses very quickly and at the lowest cost for victims of
catastrophic events, such as floods, earthquakes, landslides, tsunamis, volcanic eruptions and
wildfires, anywhere in the world. In general, internationalization will help the organization to be
well organized and ready to help natural disaster victims at any level: local, national or
international level.
INTERNATIONALIZATION PROCESS
Internationalization is not a new concept today especially in the construction industry
(Abdul Aziz & Won, 2010). Many construction companies have become more aware of

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internationalization process because of the increased global construction market prospects (Jin, et
al., 2013). This process exposes an organization to a wide range of risks, challenges and
opportunities (Gajendran, et al., 2013). Depending on how these factors are handled, an
organization that goes international will either succeed or fail.
There are different reasons why companies or organizations opt for internationalization.
Some of these include: fluctuating demand, technological changes, economic changes, intense
competition, political changes, etc. (Korsakiene, 2013). Regardless of the reasons, most of the
companies start registering positive results once they go international. Being an NGO,
International Relief Consultants are expanding their products and activities abroad so as to
respond adequately to natural disaster events. Internationalization will help improve the
organization’ recognition and reputation, access global talent, learn new knowledge and skills
and serve more people. For many companies, internationalization is a very common strategy of
growth/expansion (Ojala, 2009). Other potential benefits of internationalization include: new
markets and clients, diversification, competitive advantage, access to talent, more opportunities
to serve humanity or customers (van Rossum, 2017), more recognition, and greater exposure
(Joseph, (n.d.)).
Analyzing and understanding the process of internationalization is very important. This is
the approach that Chinese contractors have applied and that is why they are commanding a
significant global market share (Martek, et al., 2010). For a company to prepare and implement a
successful internationalization process, it must develop an international marketing plan, perform
SWOT analysis, understand its competitive advantage and develop a competitive strategy. These
activities are what will determine a company’s preparedness and readiness for
internationalization process.

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The key phases of internationalization process are illustrated in Figure 1 below
Figure 1: Key internationalization phases
For the organization to complete the internationalization process successfully, all the above
phases must be done effectively.
Evaluation
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Evaluation of
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The paper log house designs that are being developed by International Relief Consultants
are viable in almost all parts of the world, especially in underdeveloped countries, such as most
African nations, Nepal, Haiti, Vanuatu, Afghanistan, Maldives, Yemen, Burma, Cambodia,
Bhutan, Kiribati, Tuvalu, Solomon Islands, Myanmar, East Timor, etc. Disasters can strike
anytime anywhere leaving many people homeless. In such situations, rapidly deployable
dwelling units come in handy to help those left homeless have a place to live. When citizens in
underdeveloped and some developing countries fall victims of disasters, they are always not in a
position to use their savings or mobilize money to rent or build new houses. The organization
can take their services to such victims and save their lives. Therefore paper log house project is
viable in different markets worldwide especially in underdeveloped countries. For the
organization to take her products and services to an international market, the need for a strategic
marketing plan is inevitable. The marketing of these designs should also focus on countries that
are prone to natural disasters such as Vanuatu, Bangladesh, China, Philippines, Haiti, Myanmar,
Dominica Republic, Tonga, Guatemala, Solomon Islands, Costa Rica, Cambodia, Papua New
Guinea, El Salvador, Timor-Leste, Brunei Darussalam, Mauritius and Nicaragua, among others.
INTERNATIONAL MARKETING PLAN
For International Relief Consultants to realize full benefits of internationalization, it must
have a strategic international marketing plan. This plan should be developed by considering the
following factors: the organization’s objectives, budget, entry strategy, target audiences,
messaging, desired action, etc. Marketing plan helps companies to achieve their goals and
objectives (Kotler & Amstrong, 2008); (Lidelow & Simu, 2015). The following are some of the
elements in the marketing plan of the organization:

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Objectives
This includes international objectives and market objectives (Santesmases, 2012). The
main objective of the organization is to construct efficient low-cost, safe, functional,
environmentally friendly and sustainable rapidly deployable dwelling units for disaster victims in
any part of the world.
Market/target audience
The products and services offered by the organization are for government agencies,
humanitarian agencies, donors, philanthropists, sponsors, disaster victims and any individual or
organization that is interested in resettling natural disaster victims. The organization has to
ensure that the marketing content reaches this target audience for the marketing plan to be
effective (Holliman & Rowley, 2014).
Entry strategy
The organization should have diversified strategies of entering the international space.
The entry strategy will have a big impact on the success of internationalization and performance
of the organization thereafter (Shigang & Guozhi, 2017). Some of the entry strategies that the
organization can use include: partnership, joint venturing, forming a consortium with lesser
NGOs, acquiring an existing organization in the foreign country and lone operation. Strategic
alliances will help the organization understand the local market conditions, challenges, risks,
opportunities, cultural differences and legislation faster (Scherer, et al., 2009).
Situational analysis
The organization is currently operational and has all the necessary assets and skills to
perform the intended activities. In this plan, the organization will elaborately evaluate business
environment aspects such as regulatory, legal, political, social & cultural, technological,

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demographic and economic environment of the target countries. The section should also describe
the nature, extent and size of demand for rapidly deployable dwelling units.
Marketing strategies
The organization will use a wide range of marketing strategies. These strategies will be
applied by considering the following elements: product, price, distribution and promotion. The
organization’s paper log houses are modified version of the ones built in 1995 in Kobe, Japan.
The designs are constantly being improved using modern technologies. The construction cost of
one paper log house is 5,302 AUD, which is reasonable and lower than most competitors. These
houses can be constructed anywhere hence there is no need for a distribution strategy. The
organization will use different channels to promote its products and services, such as social
media, radio, television, print, public forums, etc. Other marketing mix actions include:
establishing a training program for its employees, creating an international relations department,
and organizing monthly meetings with internationalization department or team to monitor
progress.
Budget
It I also important to have a marketing budget (Ferrer & Garcia, 2016). The organization
will set aside a marketing budget to facilitate internationalization. The budget will mainly be
used on marketing the organization, its services and impacts.
Monitor
The organization will also implement and monitor the success of its marketing plan so as
to establish whether it meets set goals and objectives. This will be done by looking at various
statistics, such as number of partners, donors, funders, houses built, victims helped, number of
countries where they are operating, number of staffs, etc.

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COMPANY SWOT ANALYSIS
SWOT analysis is very important in internationalization. It basically entails analyzing the
strengths, weaknesses, opportunities and threats of the organization. Through SWOT analysis,
the organization will be able to identify how to maximize her strengths and capitalize on
available opportunities while improving on her weaknesses and avoid threats. Strengths and
weaknesses are an organization’s internal factors whereas opportunities and threats are an
organization’s external factors (Brennan, 2012).
Strengths
These comprise of the organization’s unique resources, innovation and the things they do
extremely well. They are positive characteristics, attributes or factors that give the organization
an advantage relative to others. Some of the strengths of the organizations include the following:
Track record – this organization has a good reputation in the sector of providing rapidly
deployable dwelling units for disaster victims. The reputation is a strength because it
demonstrates the organization’s capability to construct houses very quickly in case of a
catastrophic event. The organization has completed several similar projects and has good
reputation as they successfully completed all previous projects on time and within stipulated
budget.
Specialist expertise – International Relief Consultants are specialized in constructing
rapidly deployable dwelling homes for disaster victims. This specialization has enabled the
company’s staffs to improve their knowledge and skills in this area. All staffs work in their areas
of specialization, which helps in improving their performance and productivity. At this
organization, everything is handled by a specialist, and this has kept it ahead of others. The
specialist expertise ensures that all structures are designed and built in a professionally way

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hence they are functional, efficient, safe, durable, environmentally friendly, cost effective and
sustainable.
Strong project management capabilities – successful delivery of construction projects
largely depends on management. The organization has invested significant resources in creating
a competent and experienced project management team and technology. This team and
technology helps in ensuring that all projects are completed efficiently and within stipulated time
and budget. Some of the advanced project management strategies include: effective
communication among all stakeholders, hiring of experienced staffs and maximum use of staffs,
among others. This is a major strength because disaster victims always get their dwelling units
within the planned period and the involved stakeholders are always impressed with the delivery
of projects according to plan.
Workforce simulation – the organization provides good compensation for all workers
they hire, depending on the level of responsibilities. Hired employees who work overtime or put
in extra efforts are always offered a bonus as a way to motivate them. This has enabled the
company attract very talented and experienced professionals. For volunteers, their welfare is
always given the first priority. With the high level of workflow simulation, the organization is
likely to complete internationalization process quickly by attracting the best talent in each
locality it sets up its operations.
Engineering knowledge – the organization has invested a lot of resources in developing
innovative engineering solution for people who are left homeless after a natural disaster. All
elements of the paper log houses are engineered hence they are efficient, functional, safe and
durable. This organization has specialized in construction of rapidly deployable dwelling units
and continues to do more research to improve its knowledge and capabilities in this area. With

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this high level of knowledge in construction of paper log houses, the organization can complete
internationalization process faster and more easily.
Strong brand name – the organization has created a strong brand name in the
humanitarian sector due to their speedy delivery of efficient dwelling units for disaster victims.
This is a strength that can be used to facilitate internationalization process.
Victim-centric – the fact that this organization is specialized in constructing houses for
disaster victims is a key strength and will have a positive impact on internationalization process.
Disasters are unexpected events that can happen anytime anywhere. When they happen, many
people including women, children and the elderly get affected. One of the common
characteristics of disasters, especially natural disasters, is that they leave people homeless. The
victims are always in dire need of basic human needs: food, shelter and clothing. This
organization provides one of these basic needs – shelter, hence its internationalization process is
likely to be supported by different stakeholders from both the public and private sectors.
Expertise in different parts of the value chain – this organization also has expertise in
different areas along the value chain of rapidly deployable dwelling units. The organization has
departments that are specialized in the design, construction, operation, maintenance and
recycling of paper log houses. Every department has a team of experienced staff that ensures all
processes are completed efficiently. As a result of this, internationalization process is expected to
be completed successfully because the organization has the required expertise in every sector
that is related to the construction of paper log houses.
Close relationship with material suppliers – the organization also has strong business
relationship with different suppliers of building materials across the world. This is a key strength

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that is likely to enhance internationalization process because the suppliers are globally
recognized and will also help the organization perform operations in any part of the world.
Diversification – International Relief Consultants have completed numerous similar
projects in the past. The organization has built rapidly deployable dwelling units for disaster
victims in different geographical locations in the country. This has enabled them learn how to
work efficiently even if it is in a new area where they are not familiar with local activities. The
diversification is very important in internationalization process because the organization has
demonstrated its capability of working in new geographical areas without difficulties. In general,
this diversification helps the organization to reduce risks even when working in new and
unfamiliar locations.
Commitment to sustainability – sustainability has become a very important aspect in all
sectors including construction sector. This organization is committed to building sustainable
homes for disaster victims. The paper log homes are sustainable in the following ways: they are
built from natural, locally available, recycled and recyclable materials; they are energy efficient
and have renewable energy systems (solar systems); they are water efficient; and are easy to
maintain.
Weaknesses
These are areas the organization can improve on or the areas where the organization lacks
resources. They are characteristics, attributes or factors that put the organization at a
disadvantage comparative to other organizations. Some weaknesses of the organization are as
following: