International Business Report: Kambi Group PLC's Market Strategy

This report provides a comprehensive analysis of Kambi Group PLC's international market strategy, focusing on its expansion into the Indian market. It begins with an introduction to Kambi Group PLC, a gaming firm, and its objectives for international market entry. The report then delves into a critical analysis, examining the evolution of its products with globalization, current global trends impacting the industry, and international market research. The research includes a PESTLE analysis of the Indian market, identifying opportunities and challenges. Furthermore, the report investigates consumer behavior towards competitive products, identifying windows of opportunity for Kambi Group PLC. Finally, it develops and proposes a suitable marketing strategy for exploiting the identified opportunities, from objective setting to implementation, and concludes with a summary of the key findings and recommendations.

International business

Table of Contents
INTRODUCTION................................................................................................................................3
Critical Analysis...................................................................................................................................3
1. How the selected product/service has evolved with globalisation since it was introduced to the
local market, and identify and explain the current global trends that may affect the selected
product/service in the next 5 years..................................................................................................3
2. International market research to show the window of opportunity towards the product in the
proposed international market.........................................................................................................4
3. Identify the existing consumer behaviour towards the competitive products in the proposed
international market and demonstrate the window of opportunity for the planned product/service.
.........................................................................................................................................................6
4. Based on your findings from Q2 and Q3 develop the most suitable marketing strategy
(objective setting to implementation) to exploit the identified opportunity. ..................................7
CONCLUSION....................................................................................................................................8
REFERENCES.....................................................................................................................................9

INTRODUCTION
Every organisation wants to access international market for their globalise their business. IT
is not easy to access international market as it requires a deep level of knowledge and skills.
(Chatterjee, 2020). Kambi Group PLC, a gaming firm dealing with B2B and B2C clients
headquartered in UK. With its rise in operating services they are being now targeting international
market. This report includes evolvement with globalisation, international market research,
consumer behaviour and marketing strategy. This report gives a brief knowledge about
international market and their impact on business. The chosen firm have many competitors such as
Bet 365, GTVC holdings etc. To deal with their rivals they conduct brainstorming session for
effective decisions making.
Critical Analysis
Kambi Group PLC, a gaming company which deals and provide gaming accessories as well
as services such as hardware, software etc. to B2B & B2C clients. They also deals in software and
hardware platforms with front to end UI, risk management and currently focusing on artificial
intelligence. The company have around 863 employees who work to achieve goals and objectives.
They are developing and expanding their services at both national & international level. Moreover,
they raised $27.9 in 2020. With their stable business and high quality of services they have been
able to maintain positive relationship and strong network connections. The report focuses on how it
can access international market as well as evolve with globalisation. The PLC has surpasses break
even point and keeps their profit margin high (HR, 2020).
1. How the selected product/service has evolved with globalisation since it was introduced to the
local market, and identify and explain the current global trends that may affect the selected
product/service in the next 5 years
Kambi group PLC is planning to launch themselves in India, this nation is emerging as
leading and fastest growing economies and can turn out of be attractive international marketplace
for respective entity for higher growth and profitability. Kambi group PLC is looking forward to
make their entry in country market segment with their Sportsbook and technology services in order
to effectively enhance gamification and sports betting experience with innovation and creativity.
Online sports betting evolved in the year 1996, with globalisation this become very quick
and popular among local masses. It continuously sees attractive innovation and significantly
evolved with every passing year (The Evolution of Online Sports Betting Since it Began in 1996.
2020). Due to the increase in online betting popularity throughout the early 21st century, there is
significant increase in number of sites. However, there are various global trends that are affecting
Sportsbook and technology services along with sports betting experience such as rise of mobile

betting, legalized sports betting, 5G and sports in the cloud, Growing popularity of online sports
betting among younger audience and increased penetration of international credit and debit card and
these trends have significant tendency to impact Kambi group PLC product in next 5 years (Top 4
Emerging Trends Impacting the Sports Betting Market: Technavio. 2020).
2. International market research to show the window of opportunity towards the product in the
proposed international market
As to significantly assure success of internationalisation process and gain insight of
opportunities it is essential for an entity to conduct market research. In relation to this, pestle
evaluation of Kambi group PLC is being defined below that will allow entity to gain advantage of
more economic opportunities:
Political:
This factor revolves around the extent to government interference in business operations or
activities. In terms with Indian market it has been evaluated that, respective country is run on
federal government. In addition to this, it has been determined that country political environment is
basically influenced with the presence of elements like ideologies of politician, policies of
government and interest of politician. This can significantly affect multiple organisation functions
(HR and Aithal, 2020). However, it is being identified that India is having stable and effectively
taxation system that allows organisation to smoothly run their business operations. As per the
evaluation it has been determined that government of India is encouraging free business via number
of programmes. Thus, as per the evaluation this is being analysed that Kambi group plc can
undertake many economic and development opportunities with India stable political environment.
Economic:
Accorrecycling,ding to the evaluation, this has been identified that India is a leading,
growing and one the the emerging economy. Along with this country continuously engaged in the
process of improving its economic policies (Chatterjee and Kar, 2020). As per the evaluation, India
marked themselves in the list of largest GDP economies around the globe, with having estimated
$2.7 trillion GDP in 2018. This makes Kambi PLC undertake advantage of India flexible tax
system, feasible interest rates and other economic flexibilities for their growth. In addition to this,
this has been determined that Indian government is proposing many opportunities and benefits for
foreign investment with attractive foreign investment promotion policies. Thus, by taking advantage
of all these facilities Kambi PLC can gain significant growth opportunities.
Social:
India is world's second populous country, this makes them giant customer marketplace that
effectively creates attractive opportunities for multinational organisations. In addition this, it has

been determined that Kambi group PLC can take opportunity from India highly accessible and
affordable labour market which makes entity to conduct their business operations in a cost efficient
manner. Along with this, according to the evaluation it is being identified that in India there is
presence of multi religious, multi-ethnic and multilingual elements which is making its more
attractive customer segment as compared to other countries around the world. In addition to this,
middle class income and living standard of individuals are improving in a significant way with
continuous increase in disposable income of individuals. By undertaking all these factors in
consideration it has been determined that Kambi group PLC is having attractive opportunities for
growth.
Technological:
As per the evaluation this is being determined that India is having self sufficiency in terms
of total power energy need and there is continuous evolution of strategies and policies being
undertaken by government agencies and institutes. In addition to this, leading tech giants such as
Microsoft, Apple, Facebook and Google are investing in country. Thus, it creates attractive
opportunities for Kambi group PLC.
Legal:
India is having many legal laws and implications by government and is one of the favourite
foreign direct investment destinations (Pandey, Bautista and Santos, 2020). It has been evaluate that
by abiding all required legal obligations like health and safety law, minimum wages, employment
law, consumer law, antitrust law and more Kambi group PLC can gain opportunities for growth and
support form government.
Environmental:
It is one of the most important factor, in which it is essential for Kambi group PLC to make
sure that they implement all the essential environment protection measures and practices in their
business operations for example minimum wastage, restriction rate on CO2 emission, recycling
and more. Along with this, company is required to make sure that their business operations does not
have direct and indirect impact upon environment safety.
3. Identify the existing consumer behaviour towards the competitive products in the proposed
international market and demonstrate the window of opportunity for the planned
product/service.
Consumer behaviour plays vital role in market and business. The products of Kambi Plc
such as omni channel services, gaming solutions to lottery governmental agencies etc. are being on
high demand. Moreover, it has been also seen that it is important for chosen organisation to focus
on consumer behaviour so that decision making and strategy can be done accordingly.

Consumer behaviour towards competitive product
 Complex buying behaviour- It refers to when consumers are purchasing new products
without thinking. Such type of consumers mostly consult to friends, family when risk
related wit that product is high. In relation with Kambi they have join with Bet Warrior
which is a online gaming an sports betting which is currently focusing on Latin America as a
international market. Consumers of Kambi haven't switched to other brand as the respected
entity provide good quality. Its competitors brand such GVC holdings also deals in same
products and services but are mostly consumers go for Kambi PLC (Pandey, 2020).
 Dissonance-reducing buying behaviour- This reflects that consumers are ready to
purchase product which are easily available for use. Thus, Kambi have been able to access
customers at most of the locations with results of high demand. Many consumers are using
their software and hardware.
 Habitual buying behaviour- In this, it shows that consumers are less purchases the
product in respect of competitors such as bet 365. These type of consumers focus on brand
specification at minimum ratio. In relation with Kambi, they have many less customers
purchase the product in Latin America (Szmigin, 2018).
 Variety seeking buying behaviour- These are those type of consumers in which
customers do lot of research and their main focus is on brand specifications ion the basis of
which they make their purchasing decisions. In relation with chosen entity, consumers do
the research while going for the software or hardware product.
So, the given paragraph depicts that behaviour of consumers affects business performance
and goodwill at deeper level. It is duty of manager to make ensure that necessary measures are to
be adopted so that it become easy to compete with rivals in market. The above given paragraph
shows that there consumers are heterogeneous in nature and have different buying behaviours.
4. Based on your findings from Q2 and Q3 develop the most suitable marketing strategy (objective
setting to implementation) to exploit the identified opportunity.
Marketing strategy is crucial to be focused by organisation when accessing international
market. It is time consuming process but is needed to be done with most appropriate way. Without
implementing strategies it is not possible to achieve goals or survive in market for longer period of
time. There are various types of marketing strategy which needs to be focused which are mentioned
below-
Relationship marketing strategy- This strategy focuses on customer retention &

satisfaction with aim of to build strong relationship existing end users. By using this, Kambi will
be able to acquire large customers in proper manner.
Scarcity marketing- This is being used top sale the product of company in which fear is
used as pitch for selling the product to customer with perception that they will not get this future
period of time. It is basically used to clear out the stocks, inventories etc. through giving discount,
offers etc. In relevance with selected firm, this will help them to increase their profit ratio at higher
scale (East, 2016).
Undercover marketing strategy- This states that customers are not aware of that they are
being targeted b seller or company. It is used in smart way so that consumers get influenced
without t even knowing. In reference with chosen entity, with use of this one they will be able to
attract more end users. For example- Enterprise can hire social influencers or actors as brand
ambassadors for their product. Through this, undercover marketing is being performed (Kaur,
2017).
After a brief analysis of above matter, it has been specifies that it is necessary to use
strategies and tactics for the growth of business. From the finding of q2 and q3, strategies have
been discussed which are to be used by organisation.

CONCLUSION
According to the given report, this has been concluded that international marketing
facilitate Kambi group PLC an organisation to engage in the process of undertaking more than one
marketing decisions in order to ensure successful results across national boundaries. In this, Kambi
group PLC is required to effectively coordinate their business activities according to marketing
strategies to gain beneficial results. Along with this, entity can take advantage of transactional as
well as partnering strategy in order to gain maximum ratio of stake holding in marketplace. In
addition to this by offering services and products to customer by analysing their behaviour entity
can significantly enhance their overall profitability at great extent.

REFERENCES
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Santos, J.E., 202 Management Letters (IJAEML), 4(1), pp.191-218.
Pandey, 2020. An Experimental Approach to Examine the Antecedents of Attitude, Intention, and
Loyalty Towards Cause-related Marketing: The Case of India and the Philippines. Global
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Szmigin, 2018.Consumer behaviour. Oxford University Press.

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