International Marketing Report: Expanding Kicker Co's Global Reach

This report analyzes international marketing strategies for Kicker Co, a company planning global expansion. It begins with an introduction to international marketing principles and the context of Kicker Co's business. Task 1 covers essential market research requirements, business cases for international marketing, and the risks involved, including financial and political considerations. Different international marketing methods, such as exporting and licensing, are explored, along with how financial and pricing issues can affect international operations. Task 2 delves into the characteristics of international markets, operational considerations for strategy, and legal implications. It also examines strategy implementation and evaluation. Task 3 focuses on the impact of local customs, language, and culture on marketing communication, the role of technology, and the implications of various marketing and sales strategies, culminating in a discussion of globalization's impact on communication. The report concludes with a summary of key findings and recommendations for Kicker Co's successful international ventures.

INTERNATIONAL
MARKETING

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.Market research requirement for international marketing .......................................................1
2.Business case for international marketing................................................................................2
3.Risk which must be considered for international marketing...................................................2
4.Different methods of international marketing...........................................................................3
5.Ways in which financial and pricing issues may affect the international operations...............3
TASK 2............................................................................................................................................4
1. Features of international market..............................................................................................4
2. Operational consideration needs to be taken into account for strategy in the international
marketing.....................................................................................................................................4
3. Characteristics of strategy of international marketing.............................................................5
4. Legal implication related to international marketing strategies...............................................5
5. International marketing strategy implementation and evaluation............................................6
TASK 3............................................................................................................................................7
1. local custom, language, culture, and also ethical consideration effecting marketing
communication.............................................................................................................................7
2. Role of technology in International Marketing communication.............................................8
3. Implication as well as requirement of different marketing and sales strategies for
communication ............................................................................................................................9
4. Globalization impact on communication.................................................................................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
International Marketing is the application of marketing principles which satisfies the various
needs and wants of different people residing across the borders. The study is based on the
Kicker co company which has been trading nationally since many years and now planning to
expands its business internationally. This report will consider market research requirement for
international marketing. Business case for international market and risk involved in global
marketing will be covered. Different Methods of international marketing and financial and
pricing issues which affects the international operations. And further the report includes local
custom and culture impacting the marketing communication. And further the file will provide
details on how the role of technology access marketing connections(Kotler. and et.al., 2018).
TASK 1
1.Market research requirement for international marketing
Market research is required on continual basis if the company want to keep up with the
latest market trends and gain the competitive edge in the market. Market research is done so that
the business can reach the target audience and increase the sales of the company.
The kicker co require market research so that it can get the information about the
customers, competitors and the market. As business is growing internationally market research
give the detailed information about the needs of the customers and why they will choose our
company's products. Market research give the firm information about how each market will
responds to our brands product and how the differences in cross-cultural communication will
impact on everything the business consider(Vellas, 2016). It assist in finding out new business
opportunities and cope up with changing market trends. It helps in recognising new areas for
expansion and increases the customer base for Kicker co. It guides out the business in setting
achievable targets in terms of growth, sales and latest product development. It assist the
management in taking market decisions about the company's services and develop effective
international marketing strategies. It is required as a marketing strategies works in some
countries whereas for other countries different marketing techniques are prepared.

2.Business case for international marketing
There are few examples of companies which have been successful in international
market. McDonald's corporation is one of the most successful global restaurant chains around
the world. They use effective global marketing techniques to enter into new markets and gain
share of foreign fast food markets. McDonald's created a brand name it adopts the
standardisation strategies, if offer the food with good standard . The company do marketing of its
food by introduction new products which was earlier not available before in China. McDonald's
started giving attractive offers to new buyers .Thus, by market research company is successful in
creating its large customer base, It helps McDonald to expand its business globally.
Another example is Toyota Motors. The company do market research before expanding
its business to China. They do research about the existing car companies in China. Toyota adopts
sales promotion and advertising activities which focuses on traditional advertising channels
including print and electronic media as well as outdoor advertising(De Mooij, 2015). As Toyota
has a brand name and is very well known for its quality. Other rival competitors are not
providing cars with good quality. People who prefers quality started buying Toyota cars. Thus,
by market research the car manufacturer is grateful in increasing its sales and expanding its
business internationally.
Reasons for market entry: Toyota is going to expand its market in China so
that they can expand geographically and establish their market share over
there. They also want to increase their profitability. For this company is
engaged in increasing quality of their products and services.
Financial risk: There can be various financial risk which can be associated
while expanding business to China. Like for example they can face shortage
related to funds. They can get engaged in taking bank loans so that company
can easily establish their business.
Risk sharing option: Toyota can also engaged in sharing the risk which is
being associated when firm is expanding their market share. They can come
into collaboration with any local organization which is established in China.
This will support fo
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3.Risk which must be considered for international marketing
There are various types of risk that an international trader faces:
Commercial risk- commercial risk exist in domestic market too but their impact in international
market is greater in comparison to domestic market. Commercial risks are caused due to factors
such as lack of knowledge about the foreign markets, in-adaptability of the export product to
change the conditions of the foreign market requirements, longer transit time.
 Political risk- These risk arises due to change in the political situation in the concerned
importing and exporting countries. Such factors include changes in the parties in the
power in the concerned countries, coups civil wars and rebellions, wars between
countries and capture of cargo by enemies during war(Ghauri. and et.al., 2016).
 Credit risk- Doing business internationally is riskier than the domestic trade. Credit risk is
not same whether the company sells goods to domestic market or in foreign market.
There is always risk involved as a business is selling its products to other foreign
countries as the importer will make payment on time or not. As balance of payment
difficulties has affected the capacity of many countries to pay the import prices.
 Cargo risk- Most of the goods are transported by Cargo's. Transportation risk are
common hazard for those who are engaged in import export business. These includes
theft, leakage, explosion, spoilage etc(Hult. and et.al., 2018).
4.Different methods of international marketing
The methods from which Kickerco can enter into foreign markets are as follows.
 Direct exporting- The organisation produces their product in the home market and sells
them to customers overseas. The company can use this technique if they want to sell the
products directly to the target markets.
 Indirect exporting- The firm sells their products to the third party who then sells it on
within the foreign market. These includes various agents and distributors. The firm can
use this policy when they can't sell the goods directly.
 Licensing- Another less risky market entry method is licensing. In this method the
licensor grants the company an license to produce the product, use the brand name etc, in
return they will demand for royalty payment.
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 Contracting- The business can enter into foreign trade by making contracts with the
other existing companies in foreign market. In this all the profits and losses will be
shared by both the companies on the percentage as stated under the contract(Sintonen.and
et.al., 2016).
5.Ways in which financial and pricing issues may affect the international operations.
There are always financial issues in the company. As Kickero has to expand its business
to global market. The company should have enough funds to make good quality products and
must have extra money which it can spend on marketing. A company must know their
production cost as well as overhead cost in order to properly set prices to an amount. Thus, this
will ensure that firm can afford their expenses(Palgrave Macmillan. and et.al., 2015). If there is
inadequate funds then it would be difficult to sustain in market for longer duration which will
affect its global operations.
The pricing issue affecting the international operation is the high price charging to the
customers. As due to high prices the buyers are not purchasing firms product. The other
companies are providing goods with reasonable prices and they are giving various offers and
discounts which attracts the people and thus, increase their sales. Kickero doesn't have enough
funds to invest on advertising and giving discounts to the people, so the lack of funds and high
selling prices are the issues which are affecting global business activities.
TASK 2
1. Features of international market
Broad market is there
Unlike the national market the international market is broad. There are different culture
and also traditions which used to participate in the international market. As the market is broad
similarly the competition is also vast.
Involves risk and also challenges
The risk is very high in the international market due to political factors, in which the
government can change anytime and impose various conditions such as tax rise, change in laws
of business etc.
Operations are large
Operations are very large as the international market involves relevant amount of labor as
well a capital for large amount of warehousing as well as transportation. As the market is very
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large the process is also very large(Sapouna. and et.al., 2018). As per the process the team is also
very large as single person can not do all of the things.
Need for planning (long term)
In order to cope with various challenges and competition in the international market it is
must to do long term planning which can help the Kicker co. in giving competition to the other
companies.
Local Economic and political conditions: Toyota while expanding their market share in new
area, must analyze the political and economic condition of China. They must make sure that all
rules and regulations are being followed by Toyota while entering into new market which is
China.
Ethical Considerations: Toyota must make sure that they are engaged in following beliefs and
values of all employees which are working with them. They must make sure that respect is
provided to all workers who are working with company. This will support them in creating
employee loyalty.
2. Operational consideration needs to be taken into account for strategy in the international
marketing.
There are various factors which are taken in order to built international marketing
strategy and are as follows:
In order to make the operations sound the Kicker Co must make easy for the company to
easily collaborate with other companies which are local, this will make the Kicker Co to
dissolve the competition in the industry. The Kicker Co. should focus on employees by providing
secure as well as consistent access to the information which can be related to any changes made
as well as important information this will increase the confidence of the employees and the
employee will perform well and ultimately will result in operational efficiency(Springer,
Cham.Watson. and et.al., 2018).
Streamlining the communication , in which demanding needs of the Kicker Co. are
communicated to the clients by collaborating with them and also discussing the view point of
them for any improvement in the product. In order to increase operational efficiency this can be
done online by using video conferencing and internet this will increase the operations efficiency
by saving the cost and increasing the connectivity. The mobile delivery for any where and
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everywhere, where the Kicker Co. is located must be made in order to increase the operational
efficiency which is by connecting the employees of the company.
Market segmentation: Toyota must have engaged in segmenting market company will engaged in
segmenting market according to demographic basis. Like for example it will be based on age and
the level of income which is being earned by individual. Also segmentation will be done on basis
of geography. They have selected China for expanding market.
Targeting: Toyota will be engaged in targeting customer between the age of 20-55. They will
also be involve in targeting higher and middle income group people.
Position: In order to establish their market in China, Toyota will be involved in making use of
cost positioning strategy. In this they will lower down the cost and increase quality of their
products.
3. Characteristics of strategy of international marketing
Understanding the culture
The Kicker co must first understand the culture in which the company is conducting its
business and this will help the company giving solid competition to the local competitors.
Understanding the culture means understanding the idea as well as the social behavior of the
people residing in the society. For example if Kicker co wants to expand its business in Japan
then the company must know the Shinto and Buddhist religion in order to give the cultural
benefits to the employees of Kicker co(Kotler. and et.al., 2018). which can be holidays, events
etc.
Strategies for developing the product
The Kicker co must do proper research in order to do product designing. The product
must be designed which is not offensive to the society. The product must be easy to use as well
as safe to use and the feature and the benefits of the product must be conveyed to the customers.
Understanding the needs of the customers
The Kicker must understand what are the marketing needs and the wants of the
customers. For example if the customer wants is to have sound speaker in the mobile phone then
the company must meet the expectation of the customers.
4. Legal implication related to international marketing strategies
There are various legal issues which include:
Law of advertisement
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Advertisement laws prevailing in the country, The Kicker co. must focus on what are the
terms and condition of the law of advertisement of the specified country. The law can state the
Kicker should not make false statement , should not do fake campaigning, all the documents
needed and so on and so forth. For making the strategy the company must comply with the law
in order to prevent the company from any liability(Vellas, 2016).
Laws of Consumer protection
Kicker co must also equally focus on the law on consumer protection prevalent in the
country in which what are the commitment made must be met to the customers and also what
are the penalties must be mentioned along with the liabilities to the Kicker co. The charges or the
penalty is very high if the laws are not followed so the company must comply with the laws in
order to keep away form any loss. For example if the Kicker company offers the product at lower
prices and promises the product price to be same later and thereafter the company charges high
price for the product then the customer can sue the Kicker co for misleading the customer.
Law of Punitive Damage
Kicker co must follow the required law of Punitive damage and should not do deceptive
advertisement in order to seek punitive damage. A customer which is demanding for the punitive
damage can receive higher amount as compared to the lawsuit amount. Kicker co must focus on
the law to be followed otherwise a high penalty can be imposed on the company.
5. International marketing strategy implementation and evaluation
International marketing strategy used by the company Kicker is the digital marketing
strategy in which there are various methods of doing marketing such as Social media marketing,
affiliate marketing, Search engine Optimization, etc(Ghauri. and et.al., 2016). The reason the
Kicker co chose digital marketing is it is very cheap and very effective if it is seen as per the
international context and even if it is seen as per the national context. The evaluation of which is
done in following manner:
Digital marketing goals evaluation
The digital marketing goal of Kicker co is mentioning the brand name over the social
media sites such as Facebook, Instagram etc. The evaluation is done on the basis of how much
the name of the company is being reached on the marketing social media site and it is going
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well and can be enhanced using other social media sites as well by the Kicker such as Twitter
and YouTube.
Checking the ROI of digital marketing
The ROI depends upon two factors the amount spent on the digital marketing by the
Kicker and the return it is giving to the company in the form of high conversion rate(Gillespie,
2015). If it is evaluated on the basis of previous strategy, the company is able to convert more
audience and also the return is also very high compared to the amount invested.
TASK 3
1. local custom, language, culture, and also ethical consideration effecting marketing
communication
Marketing communication are affected by various factors and are discussed below:
Customs
Customs are the regular pattern in which behaving of a particular person or society is
taken into account which includes the characteristics of life in which various factors such as
bowing, shaking hand, hugging, etc are considered as a way of greeting and treating the people.
The custom differs in different nations. For example if the Kicker co wants to expand its
business in Japan then it must know the communication style used in Japan as a custom, in which
the people of Japan prefers to communicate via facial expression in which they used to avoid eye
contact from the crowded place in order to give privacy to them and this is the custom in Japan.
While communication of marketing the Kicker must take care of customs in a way that the
communication must not be harmful to the community.
Language
Language is a way of communication which is used in particular country and community.
Marketing Communication becomes difficult in a situation in which it is difficult to understand
the language of each other. It is also known as language barrier(Wu. and Naidoo, 2016). In order
to improve the marketing communication the Kicker co must introduce a basic course in which
the company is operating. Kicker co must also use easy and lucid language which will be easy to
understand and do not causes any communication barrier.
Culture
Culture is the idea, beliefs and social behavior of particular people residing in a society.
For example if Kicker co wants operate in France then it should know the Celtic and Gallo
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Roman culture in order to communicate as per their culture. In that culture if someone is shaking
his or her head then it is considered as yes. So Kicker co must have the knowledge of the culture
in order to do effective marketing communication without any barrier. So the Kicker must take
care of the culture while communicating as the communication must not harm the culture.
Ethical consideration
Ethical consideration also matters a lot in Marketing communication, in which the
communication must be straight forward and must not be offensive(Palgrave Macmillan. and
et.al., 2015). The Marketing communication must be done honestly in ethical consideration. For
example In France making a official call on weekend is considered offensive. Kicker must give
importance to ethical consideration in order to avoid any barrier in the communication which is
by rumor or spreading of wrong information and must set integrity by following the chain of
communication within the organization. The Kicker co must also consider the ethical
consideration which make easy the communication.
2. Role of technology in International Marketing communication
Telecommunication, in which the technology is making easy to communicate with the
employees by going wireless(6 Important way in which technology is facilitating international
business, 2019). Using internet of high speed in order to communicate with the employees in a
fast way the marketing plan is communicated so that it can be implemented as soon as possible.
So in order to effectively and easily do international marketing communication the Kicker co
must use latest telecommunications such as using 5G internet speed with 1 GB speed. Etc.
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The technology have made very easy to do international marketing in which the Kicker
co used to do marketing by using traditional approaches such as distributing templates,
traditional sales and making phone calls but due to technology advancement the Kicker now used
to do communication in marketing to the targeted audience which is very much cost effective
and also the conversion rate is very high. Via technology usage in marketing the Kicker co can
know what are the needs and wants of the customers and how to meet the needs and wants of
customers. Using technology the Kicker co can present the information in much effective way
like using graphics and making designs and layout in the image.
3. Implication as well as requirement of different marketing and sales strategies for
communication
Marketing strategies as social media
This strategy is very important because it will help in doing mass audience
communication by which the same thing in the marketing can be communicated. By using this
strategy the Kicker co can also target the audience in which the company can do communication
to them which will result in increasing sales as there is high conversion rate on social media.
Offering discount
Offering discount will make the price down and this will attract the customers. As the
customers will be able to purchase the same thing at lower process and this strategy will help the
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Illustration 1: Telecommunication
(Source: 6 Important way in which technology is facilitating
international business, 2019)

Kicker co in increasing the sale which is required in order to increase profit. The discount can
also be offered at seasons such as winter season and summer season and also on various
occasions such as New year, Christmas etc(Sapouna. and et.al., 2018). The discount can be in the
form of 50% off on Christmas.
4. Globalization impact on communication
Globalization have impacted the communication in much broader context in which the
the communication have connected people. The people have started communicating in more
attractive and fascinating ways, Globalization have increased the understanding of people form
different boundaries. Internet had played a very important role in globalization by connecting
people in much easy way. Globalization affected the communication by using some of the words
which are international in the national language. For example “sayonara” is a Japanese word
sometimes it is used in the American language to say good bye.
Due to globalization by the use of internet, there is a facility to communicate using the
translator by which person from one country can communicate with the person from other
country having different language. Making a international call by the international worker
working abroad to the nation in which the worker is residing in order to understand with ease is
the power of globalization(Kotler. and et.al., 2018).
CONCLUSION
From the above study it can be concluded that market research is required for
international marketing. The report gives information about the types of risks involved in the
global markets. And ways to overcome the risk involved. And further the report includes the
different methods of international marketing. The study further includes the ways in which
financial and pricing issues affect the global operations. It analysis the features of global
markets and legal implications associated with developing and implementing an international
marketing strategies.
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REFERENCES
Books and journals
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Vellas, F., 2016. The international marketing of travel and tourism: A strategic approach.
Macmillan International Higher Education.
De Mooij, M., 2015. Cross-cultural research in international marketing: clearing up some of the
confusion. International Marketing Review. 32(6). pp.646-662.
Ghauri, P.N. and et.al., 2016. Corporate social responsibility in international marketing: review,
assessment, and future research. International Marketing Review.
Hult, G.T.M. and et.al., 2018. Addressing endogeneity in international marketing applications of
partial least squares structural equation modeling. Journal of International
Marketing. 26(3). pp.1-21.
Sintonen, S.and et.al., 2016. Cross-country cross-survey design in international marketing
research: The role of input data in multiple imputation. International Marketing
Review. 33(3). pp.454-482.
Gillespie, K., 2015. Global marketing. Routledge.
Kotler, P. and et.al., 2015. Marketing. Pearson Higher Education AU.
Wu, T. and Naidoo, V., 2016. The Role of International Marketing in Higher Education.
In International Marketing of Higher Education (pp. 3-9).
Palgrave Macmillan. and et.al., 2015. Looking back to move forward: A review of the evolution
of research in international marketing channels. Journal of Retailing. 91(4). pp.610-626.
Sapouna, P. and et.al., 2018. Market Withdrawal, International Orientation and International
Marketing: Effects on SME Performance in Foreign Markets. In Advances in Global
Marketing (pp. 281-303).
Springer, Cham.Watson IV, and et.al., 2018. International market entry strategies: Relational,
digital, and hybrid approaches. Journal of International Marketing. 26(1). pp.30-60.
Online
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