International Marketing Report: Kickerco's Expansion Strategy

This report examines the international marketing strategy of Kickerco, a company planning to expand its operations globally. The report begins by assessing market research requirements, including target markets, costs, timeframes, scope, risk assessment, and resource allocation. A business case analysis is presented, justifying international marketing through policy integration, trend analysis, and budget considerations. The report then identifies and assesses various risks associated with international marketing, such as political, legal, and foreign exchange risks. It further explores the features of international markets, emphasizing the importance of understanding the business environment and market breadth. Operational considerations for developing an international marketing strategy are discussed, including the need for a robust business plan, adequate capital, advanced technology, and thorough market research. The report outlines the characteristics of an effective international marketing strategy, such as large-scale operations, adherence to international restrictions, the use of advanced technology, and the need for broader competence. Finally, the report analyzes how local customs, culture, language, and ethical considerations can affect marketing communications, underscoring the significance of cultural sensitivity and ethical practices in international marketing efforts.

International Marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Assessing the market research requirements for international marketing.............................1
1.2 Business case analysis for international marketing...............................................................2
1.3 Assessing risks which are considered for international marketing.......................................2
TASK 2............................................................................................................................................3
2.1 Features of international markets.........................................................................................3
2.2 Operational considerations that should be taken into account when developing an
international marketing strategy..................................................................................................4
2.3 Characteristics of an international marketing strategy..........................................................4
TASK 3............................................................................................................................................5
3.1 Way in which local customs, culture, language and ethical considerations may affect
marketing communications.........................................................................................................5
3.2 Role of technology in international marketing communications.........................................6
3.3 Implications and requirements of different sales and marketing communications strategies.
.....................................................................................................................................................7
CONCLUSION ...............................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
International marketing is a process of promoting products, services and operations of
organisations in global market (International Marketing, 2014). It is an application of marketing
principles to other countries. The main aim of this project report is to build an understanding
about the concept of international marketing for which a national company is selected which has
decided to trade internationally named as “Kickerco”. As a team member of marketing
department of this company implications are mentioned in thus project report along with
research requirements. Features of international market are also discussed in order to develop an
internal marketing strategy along with risks involved in international business activities.
TASK 1
1.1 Assessing the market research requirements for international marketing
Market research requirements are the elements of research which are necessary to be pre
identified in order to execute the plan. Kickerco Limited has planned to expand their operations
by trading in international market for which they have to conduct a market research (Griffith, and
et. al., 2014). As a member of marketing team various requirements for international marketing
are mentioned below in order to communicate them with senior management team:
Target market – Target market is a group of customers which are selected by the
company in order to promote their products and services to them. It is certain that Kickerco is
attempting to enter into international market but which countries are targeted has to be pre
determined. For example: Kickerco manufacturers electronic items due to which target market
for this company sh ould be developed countries such as United Kingdom so that they can earn
higher profits.
Cost – In this requirement, cost is ascertained which can be incurred during marketing of
operations and products of Kickerco internationally. A budget can be developed involving all
possible cost in promotional and marketing activities.
Time – Time which is required by the marketing team in order to carry out all the
promotional and marketing activities is a pre ascertained requirement.
Scope – It is a market research requirement, in which organisational team has to ascertain
future scope of the marketing activities and strategies by which a prediction of profit can be
developed.
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Risk – Risk is the most important requirement when it comes to research about internal
market as it involves several risk factors such as cultural differentiation, trends, utilities and
many more.
Resources – In this requirement all necessary resources which are needed to be used for
internal marketing are pre determined in order to execute plan effectively (Cannon and Yaprak,
2011). Kickerco or other business firms are required to pre ascertain all necessary resources such
as employees, equipments etc for international marketing.
1.2 Business case analysis for international marketing
Business case is a proposed project from which commercial benefit is expected. Business
case for international market involves several market research requirements such as policies,
costs, risks, resources and many more. This business case for international marketing can be
justified by various evidences which are mentioned below:
Policies – In order to develop an effective marketing plan and strategies marketing team
of Kickerco has decided to use integrated marketing policy in which all targeted countries will be
assessed in one go using social media marketing tools. This policy of integrated marketing
justifies a requirement of target market of business case.
Trend analysis – Every business organisation which plan to expand their business by
trading in international market like Kickerco make efforts to analyse all the risks involved. Level
of risks which is involved in the business case is assessed and evaded using trend analysis
(Gillespie and Riddle, 2015). It is a technique which analyses trends and risk involved by
evaluating past experiences are trends of market. This technique justifies requirement of risk
ascertainment of business case.
Budgets – In order to prepare a effective business plan it is important for an organisation
to ascertain future cost requirement. This requirement can be fulfilled and justified using
budgets. Budgets can be of various types such as purchase budget, sales budget, cost budget and
many more. Requirement of cost ascertainment of business case can be justified with the
evidence of developed budgets.
1.3 Assessing risks which are considered for international marketing
International marketing is considered as a pitch for international trade. There are various
risks involved in international marketing which has to be faced by marketing team of
organisations like Kickerco. These risks are assessed below:
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Political risks - Primary and most influential risk to international marketing is political
risks. Influencers of these risks are changes in political party of targeted countries, civil wars
between targeted and home country and judicious differences.
Legal risks – In different countries, commercial laws are also different. Furthermore,
conducting lawful proceedings in an international place is more expensive and complicated for
the Kickerco. The main risk can be taken aid of by stipulating or obligating in the bidding itself
which rules and regulation will follow and who will be the adjudicator in the disputes case.
Foreign exchange risk – It is refer as a type of risk in this value of investment may
change due to variation in the value to different currencies. In addition, it s also introduce as a
main risk which is face by investor when they require to close out a short or long position in a
international currency.
TASK 2
2.1 Features of international markets
Kickerco decide to operate their business operations and activities at international
marketplace, in this they require to identify features of international markets. International
market is define as the activity of selling and buying services and goods in all the nations of the
globe (Mathews, Healy and Wickramasekera, 2012). There are different features of global
market, some are determined as under:
There are many aspects from which we can understood the features of international market are
defined below:*
Business environment: Every country has their own different factors which impacts the
organizational activities. The factors which are considered under this is related to political,
economical, social, technological, legal and environmental. Every nation has their own different
rules and regulations which are required to be adhered by organization while serving their
activities in different market.*
Broad market: One of the feature from which we can distinguish international market is
availability of broad market share. This will provide the opportunity to the organization to bring
changes in their existing offering to capture the large market share (Murray, Gao and Kotabe,
2011). Acceptance of this feature enables the organization to sustain in international market for
longer period of time.
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2.2 Operational considerations that should be taken into account when developing an
international marketing strategy
In order to expand business operation and functions at global level, Kickerco need to
develop international marketing strategy. International marketing strategy can be determined as
the scope and direction within which the enterprise will accomplish their benefits under some
competitive marketing position (Paliwoda and Thomas, 2013). Main focus of this strategy is to
fulfil expectations level of stakeholders over the long time of competitive marketing conditions.
There are some steps which are highly required to develop effective strategy in international
market.
Therefore. In case of operational consideration, there are some points that would be taken
into consideration while implementing international marketing strategy:
 There should be a proper and accurate business plan while executing each and every
activities of company in international market.
 There should be a accurate amount of capital or fund for doing all activities of business in
an effective and efficient manner.
 There should be an advanced technology like website, where entire information of
company related to international market should be written in clear way. As it will help
Kickerco to attract large number of customers and retain long run sustainability at large
scale.
 There should be a proper and accurate reserch about the international market need to be
completed before introducing any services or products.
2.3 Characteristics of an international marketing strategy
International marketing strategy: It is introduce as an effective strategy that encompasses
nations from some various regions in the globe and purpose at coordinating a business's
marketing efforts in global market. There are some characteristics of international marketing
strategy, some are explained as under:
Large-scale operation: It is refer as one of the main characteristic of international
marketing strategies (Sheth, 2011). This strategy involves relative amount of capital and labour
in order to cater needs of company such as warehousing and transportation.
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International restrictions: It is another feature of international marketing strategies
which is essential and important for the Kickerco to identify rules and regulations of country.
Beside this, international market require in order to abide by various tariff and non-tariff
restriction (Wu, 2011). All countries trend to rationally or reasonably follow by tariff issues. All
the export and import between the countries participating in global marketing apply few
restrictions in international exchange.
Importance of advanced technology: It is also refer as an effective and essential feature
of marketing communication strategy. Kickerco use different types of technology such as
internet, social media and many other. All these are useful and valuable for the company to
introduce their all products and services to the international clients and in the global market.
Requires broader competence: Global market needs special and more expertise
management skills and competence in order to deal with different circumstances in a effective
and proper manner (Griffith, and et. al., 2014). With the help of this strategy, company can easily
handle various situation at global level including changes in the government strategy, mindset of
international people and many other factors.
TASK 3
3.1 Way in which local customs, culture, language and ethical considerations may affect
marketing communications
International marketing communications: It is refer as an integration and coordination of
entire marketing communication techniques, sources and avenues within an organisation into a
seamless program or plan that increase the effect on internation consumer and many other end
users at the minimal cost. There are different ways which are determined as under:
Culture: This is identify as a personality and style of community and its people. Culture
has a more effect on international marketing. A merchandiser must have to research regarding
the local culture in detail manner before providing a product or services to them (Cannon and
Yaprak, 2011). Due to every marketing promotion has completed in order to promote their
product and services i.e. communicating feature of product to the international client and
influence them to purchase it. To have an better communication one must transmit the
information as per the culture, customs of receivers.
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Local customs: Custom is mainly related with the behaviour of the society and its people.
All these are highly effects on the company while developing their business operations at
international marketplace.
Language: Every for of culture is determined in ways of language. When Kickerco
entering in international market, they require to understand what is the information are they
trying to communicate to the customers (Gillespie and Riddle, 2015). They also know what is
the data they are really transmit regrading their goods. As information is not provide in accurate
manner to the client which highly impact on business operations and activities of company.
Ethical considerations: It is identify rules and regulations which is governed by
government. In case of company, they not understand about the laws of international country
which can highly effect on business operations and activities of company.
3.2 Role of technology in international marketing communications
Technology is refer as an effective and essential way to communicate all information of
company in international market and to the people. In fact, technology plays vital and essential
role in the cooperation or coordination of research and development, marketing activities and
production across borders (Mathews, Healy and Wickramasekera, 2012). The
internationalisation of business causes to change the responsibility of technology within an
enterprise and help them to retain long lasting position at large scale. There are some new
marketing communication tools which are determined as under:
Internet: It is refer as a computer network which is interconnect internationally and it
provides inexpensive tools for marketing and business activities of Kickerco such as advertising,
placing and receiving orders, promoting services and products at international level. It is identity
as one of the main benefit of marketing communication for company to communicate with their
international clients entire the globe. Beside this, company use some tools of internet like
mailing list, E-mail, World Wide Web and newsgroup.
There are some role of technology such as gathering information, information
management, prevention, visualization and dissemination. All these are also essential and
important for the company to collect accurate amount of information from the international
market. All these are possible with the use of technology because without this company can not
communicate their all information about business process, products and services.
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3.3 Implications and requirements of different sales and marketing communications strategies.
International marketing communication strategy is an essential type of strategy used by
Kickerco to reach target market through different kinds of communication. It is required by the
company in which they follow some steps which are implacable for the organisation. Some steps
are determined as under:
Understand target audience: Company can develop a plan about implementing
communication strategy, they need to know their target customers. It is one of the best and
simple way for the company to expand their operations at international level (Murray, Gao and
Kotabe, 2011). In this they should identify needs of customers and trends of market. It will help
an enterprise to maintain long lasting position at international level.
Define Unique Selling Proposition: It is another steps, which is also important and
essential for the company. In this business should try to develop simple unique selling
proposition that will help them to maximum customer base and maintain better reputation at
international marketplace.
Determine marketing communication mix: It is refer as a combination of different
channels which is used by Kickerco in order to reach potential clients. Marketing mix includes
some points online advertising on Facebook, AdWords, Offline advertising on Billboards, TV,
print media, direct marketing, events, personal selling, content marketing, sponsorship and many
other. All these are essential for the company to expand their business operations at international
market.
Define branding elements: It is one of the main and essential part of international
marketing communication. In order to define branding elements at international market and to
the global clients Kickerco use different types of marketing materials such as social platforms,
apps, website, advertising campaigns and so on.
Define success Metrics: In order to decide promotional mix for their international
marketing communication, they require to plan the correct set of success metrics for entire
communication channels (Paliwoda and Thomas, 2013). For example: Business success and
growth in Public relations can be determined by a different range of outputs from brand or
product awareness to sales.
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Execution: In this stage marketing communication activity is ready, business execute
their strategy related to marketing and measure success as well as modify approaches as
necessary.
CONCLUSION
From the above mentioned information, it can be concluded that international marketing
is one of the main concept for the company. Organisation expand their business operations at
international level, they face different types of risks including Political Legal and Foreign
exchange that effect on profitability and performance of organisation at international level. In
order to overcome such type of risk, business can use internet which is more essential for them to
introduce their products and services at international level.
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REFERENCES
Books and Journals
A. Griffith, and et. al., R., 2014. Marketing process adaptation: Antecedent factors and new
product performance implications in export markets. International Marketing Review.
31(3). pp.308-334.
Cannon, H. M. and Yaprak, A., 2011. A dynamic framework for understanding cross-national
segmentation. International Marketing Review. 28(3). pp.229-243.
Gillespie, K. and Riddle, L., 2015. Global marketing. Routledge.
Mathews, S., Healy, M. and Wickramasekera, R., 2012. The Internetalisation of information,
knowledge, and interaction components of the firm's internationalisation process.
nJournal of Marketing Management. 28(5-6). pp.733-754.
Murray, J. Y., Gao, G. Y. and Kotabe, M., 2011. Market orientation and performance of export
ventures: the process through marketing capabilities and competitive advantages.
Journal of the Academy of Marketing Science. 39(2). pp.252-269.
Paliwoda, S. and Thomas, M., 2013. International marketing. Routledge.
Sheth, J. N., 2011. Impact of emerging markets on marketing: Rethinking existing perspectives
and practices. Journal of Marketing. 75(4). pp.166-182.
Wu, C. W., 2011. Global marketing strategy modeling of high tech products. Journal of Business
Research. 64(11). pp.1229-1233.
Online
International Marketing. 2014. [Online]. Available through:
<https://businessjargons.com/international-marketing.html>.
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