International Marketing Strategies and Analysis for Kickerco Report

This report provides a comprehensive analysis of international marketing strategies for Kickerco, covering market research requirements, business case justification, and risk assessment. It explores various methods of international marketing and examines the impact of financial and pricing issues. The report further delves into the features of international markets, operational considerations for strategy development, and the characteristics of an international marketing strategy. It evaluates legal requirements, local customs, and the role of technology in marketing communications, including the impact of globalization. The report offers insights into the complexities of international marketing, providing a detailed overview of the challenges and opportunities associated with expanding a business globally. The report emphasizes key aspects such as market analysis, strategic planning, financial considerations, and communication strategies, providing a thorough understanding of the subject.

International
Marketing

Table of Contents
INTRODUCTION ..........................................................................................................................4
TASK 1............................................................................................................................................4
Market research requirements for international marketing....................................................4
Analyse how business case can be justified...........................................................................5
Assess risks considered in international marketing................................................................5
Different methods of international marketing........................................................................6
Analyse the way in which financial and pricing issues may affect international operations. 6
TASK 2 ...........................................................................................................................................7
Analyse the features of international markets........................................................................7
Evaluate the operational considerations while development of international strategy..........7
Analyse the characteristics of an international marketing strategy........................................8
Evaluate the legal requirements..............................................................................................8
An organisation's international marketing strategy................................................................9
TASK 3 ...........................................................................................................................................9
Evaluate the ways in which local customs, culture, language and ethical considerations affects
marketing communications....................................................................................................9
Assess the implications and requirements of different sales and marketing communication
strategies...............................................................................................................................10
Assess the role of technology in international marketing communications.........................10
Analyse the concept of globalisation and review it's impact on communications...............11
CONCLUSION .............................................................................................................................11
REFERENCES .............................................................................................................................13

INTRODUCTION
International marketing is defined as the process of advertising and promoting products
or services in different countries. This marketing is known as performance of business activities
designed for planning, pricing, promoting and directing flow of goods and services of the
company. Marketing takes place in different countries in case on international business. This
report describes various aspects of international marketing. Promotional events should be
attractive and effective for increasing customers & sales (Kotler and et. al., 2018). The present
report is based on a marketing company, Kickerco that has been trading nationally for many
years and want to start trading at international level. This assignment will focus on market
investigation need assessment, ways of international trading and relevant risk factors. It will also
features of international market, operational considerations along with characteristics of an
international marketing strategy. The role of technology in communication of international
marketing, requirements of various sales and globalisation & review its impact on
communications is given below.
TASK 1
Market research requirements for international marketing
The market investigation is required to analyse those factors which are favourable for
trading at international marketing. It is essential to conduct a research to determine about various
aspects such as climatic differences, differentiated cultures, economic variations, language
dissimilarity and so on. However, these components must be concentrated or establishing
effective strategies of internation marketing in Kickerco which helps to fulfil goal of trading at
global level. Moreover, it is necessary to understand about actual choices and preferences of
people living in different countries which is important to make strategies of product, price and
promotional activities in effective manner.
Considering goal of Kickerco of trading international marketing, it is necessary to
determine actual taste and way of thinking along with buying behaviour of citizens belongs to
particular country for trading internationally. It consist to evaluate the culture and buying habits
of people of specific nation which helps to conduct effective promotional events and other
marketing activities in order to attract customer towards particular product. Meanwhile, the given

company can consider cultural values and beliefs of people while conducting marketing
campaigning that helps to promote products of services at global level properly.
Analyse how business case can be justified
The business case of trading international marketing can be justified by analysing various
reasons to conduct relevant investigation and execute the business properly. It can be justified by
evaluating its various steps that should be followed while trading globally in order to expand
business for earning more profit (Schmid, Grosche and Mayrhofer, 2016). Initially, it includes to
focus on strategic global business planning that support business plan of marketing. Secondly, it
consist identification foreign market potential in order to estimate actual product demand which
helps to understand about it strength that can used in marketing for promotional event globally.
Thirdly, it is essential for Kickerco to focus on informed decision making and determine new
global trade opportunities for grabbing them to promote products of customers companies in
effective way. However, it involves the criterion of enabling cost benefit analysis to set profit
margin of company along with organising promotional events.
In addition to this, business case is helpful to guide international marketing process and
reducing global trade risk. Meanwhile, business case should be much justified as it can support
determining potential issues & challenges that can be solved priorly to enhance marketing
business at internal level successfully. Moreover, business case is supportive to analyse and
monitor foreign market performance in Kickerco to make desired changes for expanding
business globally and earn better profits as well.
Assess risks considered in international marketing
International marketing is helpful to enhance business and profitability of given
organisation but this aspects is risky also. It consist various risk factors that are required to be
considered in order to expand business more effectively. However, it consist number of risk
related to country, politics, regulations, currency and international trade association. Meanwhile,
it has been analysed that poor infrastructure of bridges, telecommunication network and roads
are responsible for creating problem in a country to expand marketing business globally.
Moreover, Kickerco face political risks because politic atmosphere of specific nation will
increase or decrease hope of trading there. It consist effective or unstable government authorities
as they are not capable to secure business interest of selected company.

At the other hand, regulatory risk should be consider because sudden change in trade
laws and other related legislations due to which own business may expose to this problem. It is
not favourable for business if laws related to intellectual property get modified then it will
become an issue for international software companies for protecting their investments. However,
fluctuations in value of currency is responsible for creating problems in profit margin and risk of
international trade associations should be consider by Kickerco.
Different methods of international marketing
Internation marketing is an important aspects which is helpful to expand the business in
global context along with boosting up profitability. There are various kinds of methods that can
be adopt by Kickerco in respect of expanding their business globally in which some of them are
explained further:
Advertisements – This can be described as one of the most effective method of internation
marketing through which are helpful to convert product into sales. Kickerco can adopt this
method and utilise several modes such as emails, websites, radio channels, international
newspapers and many more.
Price promotions – The price promotion method includes to provide discount of products
and special offers that is helpful to easily and quickly promote specific product in internal
market. However, the Kickerco can utilise this method with the help of using associated offers
of customer company to promote it in more effective way.
Analyse the way in which financial and pricing issues may affect international operations
The financial and pricing issue may occur while expanding business at international level
for which organisation should remain prepared to deal with such problem. It includes to
understand the factors due to which relevant problem can be generated and analyse effective
ways to solve them for enhancing marketing business of Kickerco globally.
Export Price Escalation – The proving problem consist risk related to exporting goods
including several costs such as insurance & tariffs, shipping and foreign retail prices may
become much higher than expected often. It become a major problem for marketing companies
to conduct promotional campaigning in another country.
Inflation – This can be considered as a huge obstacle for multinational corporations
because increase inflation is responsible for boosting up production cost along with reducing

profitability. It includes the fact that inflation rate disrupt the set prices and controlling cost
which is a challenge for Kickerco.
Currency Movements – This consist sudden change in economic and political conditions
which are responsible for creating major financial problem of Kickerco while expanding
business globally. It has been analysed that economic and political changes interrupt set pricing
strategy which become difficult to manage in Kickerco.
TASK 2
Analyse the features of international markets
International marketing refers to conduct promotional events at global level in order to
expand business in that context. It involves to analyse various relevant aspects for establishing
effective planning to enhance trading internationally by Kickerco. However, there are number of
features that consist by international marketing in which few of them are given here. Initially, it
includes broader market is available in respect to conduct promotional events. Basically, it
contains at least two set of uncontrolled variables that means about prevailing of political and
geographical factors in different nations.
Meanwhile, international marketing needs broader competence and Kickerco requires
specific management abilities as well as more expertise to deal with it. In addition to this, it
involves competition is intense in which company should compete with competitive firms
present in home country and foreign nations (Roque and Raposo, 2016). Moreover, it includes
high risk & challenges, large scale operation and domination of multinationals & developed
nations. At the other hand, it consist internation restrictions, sensitive character and importance
of advanced technology at global level. It involves requirements of specialised institutions and
long term planning to expand business globally. However, international marketing is a lengthy
and time consuming procedure.
Evaluate the operational considerations while development of international strategy
There are various elements which need to be considered by while developing strategies in
order to operate in international marketplace. There are some elements which is considered by
the management team of Kickerco. These elements includes market research where management
team need to examine the current market situation and trends before entering into marketplace.
In addition to this, goal identification is another element which is considered while performing

business functions at international marketplace. In this, managers segment there long term as
well as short term goals and then develop strategies accordingly. Apart from all this, financial
readiness is the another element which is considered by the managers while performing business
functions at international marketplace. Proper budget is prepared by the management team
before implementing business operations at global level. At last, organisational change
management is highly considered by the manager of company before they implement
functionality of business at international marketplace.
Analyse the characteristics of an international marketing strategy
International marketing strategies consider unique and effective promotional activity that
is responsible to encourage customer towards products in global context. It consider different
types of cultures, values and beliefs which are followed by citizens of different nations for
establishing effective marketing strategies to attract customer. The characteristics of international
marketing strategies are given below:
Create a consistent and strong brand culture – This can be considered as an important
feature of international marketing which often seems familiar with clients that is a priority for
Kickerco for growing in global context. It is helpful to establish own brand culture for customer
that helps to avoid biasses of their respective cultures in order to expand business at international
level (Ghauri And et.al., 2016).
Market as if there were no borders – The international marketing consider proliferation
of digital platforms, it has been analysed that brands cannot always adopt different strategies as
per specific nation. Kickerco can used marketing approaches with the help of internet in order to
promote respective products or services of particular customer company for expanding business
properly.
Evaluate the legal requirements
Legal requirements consist to fulfil regulatory criterion of particular nation where
Kickerco want to expand their business of marketing. It is necessary to take legal permission and
complete related paperwork according to rules & regulation of specific nation to expand
marketing business. However, legislations create few of limitations and considerations that are
required to be followed otherwise government of country may cancel license of conducting
business. Moreover, there are various laws in which some of them are given below:
Law 1: It is necessary to develop only actual content by avoiding just keywords.

Law 2: This consist to consider that let the customer buy what they want online and pick
it up in person
Law 3: This is very important to establish better relations with digital natives with the
help of learning about effective way of communicating with them.
Law 4: It is required for given organisation to move away from banner advertisements
and put efforts towards sponsored stories.
Law 5: It is required to trumpet local customs ad national pride that can immediately
attract customers.
An organisation's international marketing strategy
International marketing has a significance that it helps to recover the investments faster
and facilitate rapid economic growth. It has been analysed that domestic markets are saturated
due to which global marketing is helpful to increase growth of business. However, it is necessary
to product, price, place and promotion strategies
TASK 3
Evaluate the ways in which local customs, culture, language and ethical considerations affects
marketing communications
While promoting business functions at international marketplace there are various ways
which need to be considered by the marketing team of the company.
 Local customs: Each and every country have their own culture, religions, values and
beliefs which is required by the managers while promoting goods and services at
international marketplace. It is essential for the marketing team of Kickerco to conduct
market research before implementing and promoting products and services at the
marketplace.
 Culture: Each country have different culture which is required to be considered by the
management team before they promote goods and services at international marketplace.
 Language: Language is one of the most effective element which act as a barrier for
companies if not considered effectively. Therefore, it is essential to conduct market
research so that marketing team of Kickerco can develop such strategies which will not
affect the sentiments of individuals living within the country.

Ethical considerations: It is important for every organisation to perform their task in an
effective manner and in ethical manner. It is essential for the marketing team of Kickerco to
promote their goods and services in an ethical manner so that emotions of individuals will not
affect.
Assess the implications and requirements of different sales and marketing communication
strategies
Sales communication strategies: It is the process in which sales teams are informed,
engaged and productive while motivating their feedback. It is the method which assist in
communicating sales strategies in an effective manner. It is essential to implement such
strategies in an effective manner so that they can attain their goals and objectives successfully.
Marketing communication strategies: There are various marketing strategies which
assist in attracting and grabbing customers towards their organisation. It includes brand, logo and
advertising which assist in attracting customers towards Kickerco. With the help of these
strategies company will be able to enhance its goodwill and brand image at the competitive
marketplace. It is very essential for the management team to implement such strategies while
they perform their business operations at international marketplace. With the help of this,
company will be able to perform their operational functions in an effective manner.
Assess the role of technology in international marketing communications
In today's modern world technology play key essential roles with the help of which
modern marketing takes places. It has been effectively analysed that technology aid business
organisations to effectively prosper, grow, strengthen effectiveness of organisation and create
relationships. In addition with this, it allow organisations to communicate with prospective
consumers. With the revolution in technology elements like satellite technologies and fibre optic
effectively lead organisation to bring global communications Every successful business tries to
be ahead in its hierarchy. To achieve this goal the company more likely has a domestic
marketing plan in place by now. However, to be ahead and getting more market share, selling
products or services aboard is required and it is essential to develop an international marketing
plan to help managers to reach their target market. With an international marketing plan
companies have some additional variables to put in their marketing efforts which are portability,
politics and people. By this way, marketing managers Kickerco should take actions to control a
wide variety of customers in their international market which in is impossible with outdated

communication tools. Companies are required to develop their information system and
technology to achieve the essential and updated marketing communications
Analyse the concept of globalisation and review it's impact on communications
Globalisation is termed as a process to integrate individuals from different culture,
nations, countries and government into one global platform. In addition with this, this process in
mainly driven by international trade, market capitalism and investment. Along with this,
globalisation effectively represent merger of developing world along with developed world. With
the help of this, creation of effectively new and dynamic business model can be developed. It has
been analysed that communication gets directly affected by globalisation and further aid
organisation to increase their business opportunities. Along with this, it helps in removing
cultural barriers and lead towards developing global village (Morgan, Feng and Whitler, 2018).
There are different types elements within communicational technology that include, broadband,
telecommunications, cell phone technology, internet, mobile devices and other related
communication technology. It has been analysed that globalisation effectively impact on
communication as with the help of this, business organisations can effectively able to hire skilled
and talented employees as per according to their needs and requirement. As with communication
vehicles such as video calling make easy for organisation make converse in all around the globe.
In addition with this, with the global communication organisations can effectively able to share
valuable informations from one country to other. Thus, with the help of globalisation Kickerco
can effectively able to expand their growth prospective while ensuring higher productivity and
profitability. In addition with this, globalisation allow organisations to attract large base of
customers from all across the globe. This will further lead towards international market
positioning.
CONCLUSION
As per the above mentioned report, it has been conducted that international marketing is
termed as a process and a platform on which diverse range of organisations integrate their
operations. With the help of this they can effectively able to mark themselves as international
operating company. In order to take business on an international level it is essential for
organisation to analyse each and every required prospective. This will further help them to
effectively increase their productivity and profitability in best effective manner.

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