Kickerco: International Marketing Strategy Analysis Report

This report provides a comprehensive analysis of international marketing strategies, specifically focusing on Kickerco's potential global expansion. The report begins with an introduction to international marketing, defining its scope and importance. It then delves into the market research required, emphasizing cultural differences, product modifications, and pricing strategies. The report explores various international marketing methods, including partnering, exporting, franchising, and licensing, evaluating their suitability for Kickerco. It also discusses financial and pricing issues that can impact international operations. Furthermore, the report analyzes the features of international markets, such as large-scale operations, trade restrictions, and the importance of market research. Operational considerations for developing an international marketing strategy are evaluated. The report covers legal implications, and the characteristics of an international marketing strategy. The report concludes with a summary of key findings and recommendations for Kickerco's international marketing endeavors.

International Marketing
Contents

INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
Access market research required to carry out international marketing.......................................1
TASK 2............................................................................................................................................5
Analyse the features of international markets.............................................................................5
Evaluation of operational considerations that can be considered during developing
international marketing strategy..................................................................................................5
Analyse the characteristics of an international marketing strategy.............................................6
Evaluation of legal implications related to develop and implement an international marketing
strategy.........................................................................................................................................7
Evaluation of international marketing strategy of a firm.............................................................7
TASK 3............................................................................................................................................8
Covered in to PPT........................................................................................................................8
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Marketing is an activity of selling, purchasing and promoting goods and services of a
company in a particular business area with the purpose of fulfilling consumer needs and
demands. International marketing indicates as the execution of the business activities and
operations at international level so that the enterprise can also make the flow of its commodities
and services to its target audiences in more than one nation to earn profit(Kotler and et. al.,
2018). This assignment is based on Kickerco which is operating its business nationallyand want
to expand its business at global level. This assignment will cover information about market
research requirements of international marketing, risks and different methods of global
marketing.Further, will define about features, characteristics, legal implications and international
marketing strategy of firm.Moreover, role of technology and implications of different sales and
marketing communication strategy will also define in appropriate manner.
TASK 1
Access market research required to carry out international marketing
International marketing: International marketing refers to the state under which
companies with advantage of economies of scale try to expand its operation from national market
to the international market with the objective to seek the unexplored or better opportunities. It
simply refers to theprices of trading in both home and host country which leads to the
interrelation among diverse economy and offer wide options to the global customers. While carry
out the diversification deep research is required in order to gain the detailed insightsabout the
potential market, taste and preferences of local residence and their disposable income, economic
and technological condition are some of the basis on which decision of expansion is taken. The
potential area needs to have location advantage in terms of communication and transportation
facility to better seek the interest of companies and conduct business successfully (Leonidou and
et. al., 2013). In context to the Kickerco company has been operating nationally since the
existence of business and have effective understand the demand of local residence and cater them
effectively without any major fault or error. After generating significantamount of human capital,
technology and resources the firm landed up with the decision to cater the global market
successfully. The exits different methods of international expansion that includes export,
franchising and licensing method which needs to be evaluating after acknowledge the external
1

market condition successfully. Thus, in order to enrich the possibility of better market presence
the company needs to constantly practice to seek out better opportunities worldwide.
Market research requirement for international marketing
Market research has become one of the most essential practices based on which decision
of expanding globally is taken by the internal managers. The manager of Kickerco company can
conduct research and development programme under which they get the opportunity to gain
diverse insight in context to local legislation, government policies and behaviour of customer.
Based on which final decision is made and necessary modification is made in the offerings of
company. As based on marketing decision, the role of marketing decision, the primary function
of market research as well as research process does not differ on the basis of domestic as well as
multinational research (De Clercq and Zhou, 2014). Certain factors that can help Kickerco
company in order to analysethe difference country and influence their market research include
different component explained below:
Cultural difference: Culture includes the value, belief, attitude, living pattern and shared
pattern that help to determine the behaviour of large group of section. The company before
undergoing global expansion needs to remain well versed about the cross cultural awareness. If
Kickerco company remain successful enough in terms to understand the language and
communication level of the people then it may act as a desirable situation. It is necessary to hire
the local employee and few manager of the particular region as they are well versed about the
local market and can work for the betterment of business.
Certainmodification in the product andpackaging: The product and services needs to be
designed according to the preferences of particular geographical area (Eisend, Evanschitzky and
Calantone, 2016). The company can bring out requirement alteration in the colour combination,
packaging and attributes of product so that it does not hurt the sentiments of local resident and
accommodatetheir better requirement successfully.
Pricestructure: It is the sensitive matter that directly affects the sales of final product. It
is not feasible for the Kickerco companyto set similar pricing strategy all over the globe due to
diverse disposableincome of the group due to which some regions may find the offerings
unaffordable while other may consider them cheap. Value addition plays an essential role to
appeal the interest of customer along with thatthey purchasing power needs to be studied to set
desirable prices for the product without compromisingtheprofitability margin of entity.
2

Thus, there exist enormous advantagesof market research which need not only to be
carried at theinitiation of business. But it can be the continuity part of the entity so thatthey can
wipe out the threat of existing rivalry and gain desirable way to gain global dominance. It
basically helps in build the brand awareness due to will company maintainthe trusts of global
customer and function in terms to gain the preference of long term sustainable development.
Business case for international marketing can be justified
Internationalisation is basically considered as the opportunity by almost all companies as
they get the wider market and huge customer base to deal with by cover their latest needs and
requirement successfully. Generally, the businesses began their operation in the domestic market
dram up plan and approachthe customer for long duration and then finally take the decision to
grow internationally. It offers the opportunity to conduct portfolio investment where risk or loss
at one placeor at one business gets offset by another (Malhotra, Dash and Gupta, 2013). On the
basis of existing business case which is of Kickerco company operate its business in the
domestic market and makes expansion plans due to which it plans to undergo deep research.
Internationalisation phenomena can change the perspective and approach of doing business for
the respected company due to which they need to acknowledge the situation and address it
widely. Adequateplanning, supervision and execution is required for theentity to diverse its
approach in diverse market for the better performance. Strategies are built up to overcome the
competitive and sustain the business performance for long duration.
Different method of international marketing
There exist diverse numbers of ways by which business can sell their offering in the
international market with the urge to accomplish their objective of expansion. The method
basically opts depending upon the basis of market environment, preferences of company and
current analysis of marketing environment. Methods that can be adopted by Kickercocompany
are listed down below:
Partnering up: Here one entity form the partnership or strategic alliance with the other
entity that have presence in internationals market to create win-win situation in terms to expand
reach and gain immense profitability. This is the preferably method on the basis of which
Kickerco company can enter into the international marketing instead of facing restriction and
again gain detail insights about the host country from their partners. Under this situation the
profitability of diverse entity are associated with one other effectively.
3

Exporting: It is the form of trading activity under which it is not necessary for the
business to operate their plan in the international market but they get the opportunity to export
their offerings in the host country (Qiu, 2014).It includes the strong role of agents and
distributors who are the intermediate and try to reach out the potential customer along with the
offerings. It is thefeasible option forKickerco company as they need to understand the external
condition or legislation of the international market and promote the offerings in diverse platform
effectively.
Franchising: It is again the easier method to stretch the operation in diverse alien
market. Under this successfully business gives the authority to franchisee to extend the
operations of entity in different market zone. Training and development session is provided as
franchisor makes sure that where they are able to deliver the uniqueness. Franchisee is not
allowed to change the logo or brand name of company to make and sustain the global image of
the organisation.
Licensing: Under this company offer the authority to hold the products of company into
the foreign market and carry out production in return of this the Licensor that mean actual owner
of the brand name or product receives the royalty fees from Licensee. This is less risky strategy
based on which the company is able to receive the desirable amount of funds. Adoption of this
method acts as less risky for Kickerco company on the basis on which theygainsignificant
amount of profitability margin effectively.
Issues that can affect international operation
Financial issue: This is one of the most common issue based on which the most of teh
small, medium and even large company are not in position to carry out international operation as
it require immense amount of capital and resources to extend the operation in different market.
Lack of availability of financialdoes not allow most of the company to grab the worldwide
opportunity due to which multinationalorganisation leverage their advantage to gain dominance
in the global market (Samli and Hassan, 2015). Although local bodies as well as government has
come up with various solution to promote the small and medium industry like easy finance
policy and subsidy is one of them based on which they can attain their purpose and catch the
favourable responsible due to which they may get theopportunity for better expansion.
Pricing issue: As different region share different economic and social condition leads to
immense fluctuation in the pricing structure. It is the responsibility of Kickerco company to set
4

thefavourable price in different location so that customer remain willing to try the latest offering
and carry out favourable responses. Absence of detail study can leads to the pricing issue
affecting the worldwide image of company.
TASK 2
Analyse the features of international markets
There are different features on international marketing, some important features of them
are mentioned as below in reference to Kickerco:
Large scale operations- International marketing is always organised on a large scale. It is
performed on a wholesale basis and not n a retail base to accomplish the advantages of large
extent operation in term of transportation, handling and warehousing.
International restrictions- It is an another crucial feature of international marketing that when a
company operate globally then, there are several trade restriction cause of protective policies that
are followed by different nations(Morgan, Feng and Whitler, 2018). Trade barriers are accepted
practically by all nations.
International market research- It is an effective feature of international marketing that
before expanding the business of the venture at international level, it is important that the firm
should aware about customers, suppliers and competitors. In global marketing, marketing
research is most important due to different social, cultural, economic and political environment
of far off markets.
Wide scope- International marketing has a wide scope for the company when it operates
internationally. The essential areas that are covered by global marketing are product planning &
development, pricing, packaging, branding, publicity and international marketing research etc.
These are some main features that can be effective for Kickerco in term of making
business expansion globally(Christofi and et. al., 2018). During the time of operating
internationally the venture can consider these features of international marketing.
Evaluation of operational considerations that can be considered during developing international
marketing strategy
During the time of developing international marketing strategy, the management of
Kickerco should determine some operational considerations and the description of them as
under:
5

Culture- It is the main factor that consider by the administration of respective firm during
developing international marketing strategy. With the help of this, the firm aware about the
culture o that region and desire of local markets.So that they can develop goods and services by
addressing the culture of that nation and able to meet the need of consumers.
Legal and regulatory barriers- During developing global marketing strategy, the
administration of Kickerco should review the regulatory and legal barriers of the company. For
instant, if a company want to operate globally then the firm aware about the laws and regulation
of the nation in which it want to operate. So that it can frame its business policies and plan by
considering them.
Foreign government consideration- Before framing and developing marketing strategy
for global expansion, the administration of Kickerco should make consideration regarding
foreign government in term of currency rate, availability of required material and resources,
communication & transportation option, government help programs for business and protection
policies & employment laws etc.
These all aspects are crucial for the respective company before developing international
marketing plan of action because by making determination of them the firm can effectively
expand its business(Samiee and Chirapanda, 2019).
Analyse the characteristics of an international marketing strategy
There are different characteristics of international marketing strategy, some of them are
explained as beneath in reference to Kickerco:
Broader market is available- A wide platform is accessible for marketing and promotion of
goods and services. The market is not limited to some particular market and for individual
residing in a specific place, nation and region but is free for all(Morrison, 2018). People from
diverse countries sharing different cultures and tradition can effectively make their participation.
Involves high risk and challenges- It is an another effective characteristic of International
marketing strategy that if a company operate globally then it face risk and challenges in its
business cause of political, regional, cultural and demographic changes. Laws, sudden situation
war, changes in government policies and communication barriers are some other aspect that
affects the venture in negative form.
International retractions- The international market requirements to abide by different
tariff and non-tariff constraints. These restrictions are governed as different nations follow
6

several laws. Each nation has their own laws and all the exports and import among nations
participating in global marketing are executed by following restrictions in foreign exchange.
Sensitive character- International marketing is highly sensitiveand flexible. The need and
demand of a good or commodity highly influenced by political and economic factor. These
components can create favourable as well as unfavourable impact in term of increasing and
decreasing the demand of product.
Evaluation of legal implications related to develop and implement an international marketing
strategy
During the time of developing and implementing an international marketing strategy, the
enterprise should consider different legal aspects and the explanation of them regarding Kickerco
as below:
Regulations of Import and Exports- There are different kind of rules, laws and legislations that
are framed by the different countries. Tariff and duty is a legal implication that is levied in
imports and based on the classification of products, its value which is basically is the transaction
value and its place or origin(Yang and Gabrielsson, 2018). The rate of tariff and duty levied on
imported products has major influence over international market in term to maintain the quality
and ensure safety to health and environment.
Licensing- It is another crucial legal factor that is highly required to develop and
implement international marketing strategy because when a company operate global level then it
is important that the firm has license of the business so that it could not affect by the
unfavourable impact of national authorise of a particular region.
Intellectual property rights- It is an important legal aspect that is effective for implementing
global marketing strategy because when a company operate its business internationally then, it
should registered its business or taking a property right in form of patent, copy right and trade
mark etc.(Gomes, Sousa and Vendrell-Herrero, 2019). So that the firm can safe and secure its
business or securing its form unfavourable impact of theft of business idea etc.
Evaluation of international marketing strategy of a firm
Overview of the firm- Tesco is a British international grocery and general merchandising
retail firm. This company was establishedin1919 by Jack Cohen and headquartered in
Hertfordshire, UK. The venture operates its business with the help of its products like
supermarket, Hypermarket, superstore and convenience shop. It employs 450,000 people who
7

make their contribution in operating the business of respective firm. It operates its business in
different nations of the world with the help of 6800 shops.
International marketing strategy of Tesco- the respective firm operating its business
internationally in effective manner in several nation of the world. The international strategy of
Tesco consist different aspects like flexibility, culture, supply chain, laws and regulations of
nations and multi format offerings in term of expanding by fulfilling consumers needs and
demands appropriately (Michael, 2020). The management of respective company consider some
international marketing strategies in its business such as super premium product price, limited to
high value added items, capture margin in new category and offer quality products at affordable
prices to get attention of number of customer and retaining them till long term in global business
environment.
TASK 3
Evaluate the way in which local customs, culture, language and ethical considerations may affect
marketing communications
Local customs, culture, language and ethical considerations affect marketing
communication, when firm operate its business globally and use different tools and techniques
for promotion of goods and services of it. Kickerco want to expand its business globally so when
the firm use different marketing communication tools like social media and others in that nation
where culture are not permitted to use them, then it affect the firm. If the company will not
provide its ads in different languages then marking communication also affected in unfavourable
form. For example if a company design an advertisement that negatively affect customs, ethic
and culture then it also negatively affect the marketing communication of that venture.
Role of technology in international marketing communication
Technology plays an important role in marketing communication at global level. With the
help of effective technology a business can make interaction and better relation with its customer
in global business environment. In Kickerco, the administration can use technology in different
manner when they will operate their business internationally. The role of technology in global
marketing is as below:
Promoting goods and services- Technology play an effective role in creating awareness
about the goods and services of the firm internationally. By using different social media tools
8

like Facebook, Instagram, YouTube and many more, the venture can offer information about it
existing and new product and services to its target audiences.
Solving customer queries- The management of a business firm can use technology in its
customer care services and resolving their issues timely. By offering an option of feedback and
issue on company website or mobile application the venture can aware with consumer’s
problems and provide them relevant solution. It will help in retaining employees by offering their
service of solving their queries regarding customer and services.
Sharing information and data- Technology also assist in transmitting information one
place to another place. With the help of using effective tools of communication like email, chat
box and many more, the firm can share important message and data to its all employees and
different branches or shops that are running business in different nation or internationally.
Apart from this, technology plays an effective role in saving and securing data and
information of business, employees and customers. By using effective utilisation in business
form of cloud computing, the firm can save the business information from leakage. With the help
of appropriate use of technology, the company can make effective communication in market in
form of getting information about the taste and preferences of market. In this form the firm can
use online survey etc. Which help in providing relevant information about consumers needs.
Implications and requirements of different sales and marketing communications strategies
Marketing communication strategies refers to that plan of action that is used by a venture
to create awareness about the goods and services of the company so that people are familiar with
them and purchases them to provide satisfaction to their needs. The description of different
marketing and communication strategies, that can be required and implement by Kickerco in its
business during international operations, as under:
Online advertisement- It is an important and reliable marketing communication strategy
that can be adopt by the management of respective firm in term of awarding potential client
about the goods and services that are produced by enterprise. It is required for enterprise because
with the help of this plan o action, the management can promote its commodities in global
business environment.
Offline promotion- By using different tools of offline marketing like billboards, television
and newspaper etc. an organisation can publish its goods and services in market. This tool can be
beneficial to the venture in term of promote existing and new commodities so that target
9

audiences aware with them. When people get information about a good which is able to fulfil
their need then they purchase it. This help in increasing sales and productivity of the firm.
Direct marketing- It is an effective plan of action that can be used by a business firm in
term of making direct communication about the goods and services to pre selected consumers
and target audiences. In this, a company use mail order, telephone selling and sales through
retailers.
Analyse the concept of globalisation and review its impact on communications
Globalisation is an activity of making interaction and integration among individual,
companies and governments crosswise the world. It is the spread of goods, technology,
information and employment across national borders and cultures. It can be an activity o
operating business n different nations by offering products and services as per the needs and
demands of global customers. In Kickerco, with the assistance of globalisation the management
of this firm can operate and make business expansion in different nation with the help of
manufacturing products and services as per needs and demands of international consumers.
Globalisation is beneficial for a company as well as economy of the nation and firm because
when a firm operate international level then it produce goods to fulfil needs of people which help
in increment in sales of firm and maximisation in profits. This improves economic system of
company and nation.
Globalisation affects global communication directly and assists in developing business
opportunities, remove cultural barriers and improve a global village. Now these organisations
prefer to hire people that are located in other nations so that they have information about
different language. It will be beneficial for the firm in term of operating business in different
nations appropriately. It is also beneficial to build effective employee relation in term of
removing cultural barriers and diverseness. So that they can make communication with each
other and make enhancement in their communication skill.
CONCLUSION
This has been summarised form the above information that by operating a business in
international level, the firm can make development in its business in form of retaining customer
and increasing customer base by offer product and services as per their need. Different methods
of international marketing are crucial to make development and business expansion in adequate
10

way. If the enterprise effective consider legal and regulatory framework in appropriate manner
then it can set up a business at global level. Technology also plays an important role in creating
awareness and increasing sales of the firm in effective manner.Globalisation affects the business
of firm in positive by offering opportunity of running business in global business environment.
REFERENCES
Books & Journals
Leonidou, L. C..and et. al., 2013. Antecedents and consequences of an eco-friendly export
marketing strategy: The moderating role of foreign public concern and competitive
intensity. Journal of International Marketing. 21(3).pp.22-46.
De Clercq, D. and Zhou, L., 2014. Entrepreneurial strategic posture and performance in foreign
markets: the critical role of international learning effort. Journal of international
Marketing.22(2).pp.47-67.
Eisend, M., Evanschitzky, H. and Calantone, R.J., 2016. The relative advantage of marketing
over technological capabilities in influencing new product performance: the moderating role of
country institutions. Journal of International Marketing. 24(1).pp.41-56.
Malhotra, N., Dash, S. and Gupta, S., 2013. Marketing innovation: a resource‐based view of
international and local firms. Marketing Intelligence & Planning.
Qiu, T., 2014. Product diversification and market value of large international firms: A
macroenvironmental perspective. Journal of International Marketing, 22(4), pp.86-107.
Samli, A. C. and Hassan, S., 2015. International segmentation options: Getting away from
conventional wisdom. In Proceedings of the 1992 Academy of Marketing Science (AMS) Annual
Conference (pp. 185-188). Springer, Cham.
Kotler, P and et. al., 2018. Marketing management: an Asian perspective. Pearson.
Morgan, N.A., Feng, H. and Whitler, K.A., 2018. Marketing capabilities in international
marketing. Journal of International Marketing, 26(1), pp.61-95.
Christofi, M. and et. al., 2018.Customer engagement through choice in cause-related
marketing. International Marketing Review.
11

Samiee, S. and Chirapanda, S., 2019.International marketing strategy in emerging-market
exporting firms. Journal of International Marketing, 27(1), pp.20-37.
Morrison, A.M., 2018. Marketing and managing tourism destinations.Routledge.
Yang, M. and Gabrielsson, P., 2018. The interface of international marketing and
entrepreneurship research: Review, synthesis, and future directions. Journal of International
Marketing, 26(4), pp.18-37.
Gomes, E., Sousa, C. and Vendrell-Herrero, F., 2019.International marketing
agility. International Marketing Review.
Michael, R.C., 2020. INTERNATIONAL MARKETING.CENGAGE LEARNING.
Gao, H., Ren, M. and Miao, Q., 2018. Toward a yin-yang balancing perspective of relational
(guanxi) gatekeeping in international exchange relationships in China. Journal of International
marketing, 26(2), pp.22-42.
Samiee, S., 2020. International marketing and the internet: a research overview and the path
forward. International Marketing Review.
Hüttner, M., 2018. Marketing-Management: allgemein-sektoral-international. Walter de Gruyter
GmbH & Co KG.
Graham, A., 2018. Managing airports: An international perspective. Routledge.
Armstrong, G.M. and et. al., 2018. Marketing: an introduction. Pearson UK.
Online
What are the important features of International Marketing?. 2020. [Online]. Available
Through: <https://www.bms.co.in/what-are-the-important-features-of-international-marketing/>.
4 considerations before taking your business international. 2020. [Online]. Available Through:
<https://www.bizjournals.com/bizjournals/how-to/growth-strategies/2015/02/considerations-for-
taking-your-business-global.html>.
International Marketing – Characteristics. 2020. [Online]. Available Through:
<https://www.tutorialspoint.com/international_marketing/international_marketing_characteristic
s.htm>.
12