BSBMKG606: Manage International Marketing Programs for Kora Organics

This report presents an international marketing plan for Kora Organics, focusing on expanding its organic skincare products into the European market. The report begins with market research, identifying viable opportunities and analyzing the economic, consumer, and competitive landscapes. It then selects three international markets and conducts a SWOT analysis for the chosen market, highlighting strengths, weaknesses, opportunities, and threats. The plan sets measurable marketing goals and key performance indicators (KPIs) to track progress, along with a risk management plan to address potential challenges. Furthermore, it discusses the advantages and disadvantages of global versus customized promotional approaches and evaluates relevant marketing strategies, including inbound, database, and niche marketing. Finally, it provides an executive presentation summarizing the key findings and recommendations. This comprehensive plan aims to guide Kora Organics' successful international expansion, leveraging Desklib's resources for further study.

BSBMKG606 Manage
international marketing
programs

TABLE OF CONTENTS
Part A – Research International Marketing Opportunities..............................................................3
Part B – Plan International Marketing.............................................................................................8
Part C – Managing and Monitoring Marketing Performance........................................................15
Part D – Executive Presentation....................................................................................................21
REFERENCES..............................................................................................................................23

Part A – Research International Marketing Opportunities
1. Conduct some initial research to identify viable international marketing opportunities for
your selected product or service.
a. Provide a general overview of how you conducted the research. You must list at least 5
specific sources of information that you used to support your research. You must provide
the source of this information (example web links or references).
Kora Organics is Australian and US-based company which manufactures organic skincare
products. Now company is planning to expand its business at international level with its
existing product segments. To evaluate current and future state of the economy will analyse
GDP rate of Europe. Customer analysis approach will use to understand needs and
expectation of consumers. Competitors analysis will also conduct for the research to
evaluate intensity of competition in Europe sector. Risk, cultural and social factors are used
to understand that Europe is an emerging or development market for business expansion
purpose. To understand market growth rate will apply swot analysis approach that helps to
determine risk and growth factors.
b. Describe the results of your research.
 The current/future state of the economy: Europe is considered second largest
economy state in the world because it has gained estimated $18.8 trillion (nominal)
in 2018, which demonstrates 22% of the global economy (European Union GDP
Annual Growth Rate1996-2020. 2020). However, now it has increased $18.377
trillion means 1.7% GDP has increased. Now European Union is predicted to
average 1.4% of GDP growth per annum.
 Consumer needs and preferences: organic skin care products in cosmetics is the
major need of the Europe’s consumers and wants that product must be chemical free
which keeps skin healthy and nourishing.
3

 Competition: Too low due to limited availability of organic skincare products.
 Cultural changes (both social and business): People prefer to buy organic products
instead of non-organic products and adoption of eco-friendly practices.
 Risk factors: Brexit and Corona pandemic
 Whether the market is emerging or developed: Europe is considered emerging
market because there are most of states which are still developing (The Fastest-
growing European Countries 2020–2024, 2020).
 Technology factors: EU has strong technology performance because most of the
states gives high contribution in improving technology sector.
2. Identify 3 international markets that represent the best opportunities. Describe the
advantages and / or disadvantages of each one and explain why you have chosen these
markets.
Market Analysis
Market Advantages Disadvantages
1. Europe GDP rate of European states are too
high as compared world’s economy.
So, it is enlisted as 2nd largest world’s
economy in the nominal term after
US. This country individuals gives
22% contribution in global economy.
It is forecasted that GDP rate EU will
increase estimated 1.7% per year in
the all business sectors i.e. retail
Brexit is one of the major limitations
of the country because it has
changed various political policies in
respect of trading. Due to this, Kora
Organic can face financial loss in
the European market. Covid-19
pandemic is another issue because it
has brough huge loss in the world.
Europe also gets negative impact on
4

sector (An Overview of Retailing
Industry in the World—A Study,
2020). It is emerging country so it has
wide scope in business expansion
perspective. Due to good economy
performance, Europeans have good
spending behaviour that is one of the
major characteristics which can
support Kora Organic company to
expand it’s business in this country.
This country has strong technology
performance through which it can use
advanced technology which can
improve product quality and customer
services.
it’s GDP rate because most of the
business sectors unable to run their
business in the European country as
well as others as resulted gets
impact on GDP rate.
2. Asia Asia is considered one of the
welcoming environments for the
retailers who always come up with
new innovative brands in their
showcases and invests huge funds to
stay competitive their brand in the
Asian market. There are some local
countries i.e. Hong Kong, Japan,
Singapore, India etc. gives high
contribution in stimulating GDP rate
of Asia. This is another good
opportunity for the Kora Organic for
expanding it’s business in this market
because this market is emerging
market wherein people have become
highly updated for the organic or eco-
The major drawback of this market
is that it requires huge funds as well
as constant innovation in the product
or service to stay in the market
which is not possible for the Kora
Organic. Another is that it has low
growth in retailing sector as
compared Europe.
5

friendly products.
3. Africa Africa is also considered one of the
world’s fastest growing continent in
the retail sector. There are few sectors
like trade, industry, human resources
and agricultural which gives high
contribution in improving GDP rate.
It is also an emerging market that can
help so, Kora Organic can expand its
business in this country as well.
Covid-19 pandemic has led huge
loss in the Africa’s GDP rate
because it is developing country
wherein most of the states are still
undeveloped. Due to this company
may get high growth in it’s sector.
3. Select 1 opportunity and complete a SWOT analysis for that market. List at least 3
strengths, weaknesses, opportunities and threats.
SWOT Analysis
Strengths
 Europe is famed for it’s good economy
which portrays by four sectors i.e. retail
sector, technology, healthcare and others.
This market has less unemployment rate so
disposable income of the people is quite
good (European R&D review finds lagging
high-tech performance despite major science
investment, 2019). It has fantastic
infrastructure in each sense across the world
so it become easy for the Kora Organic to
Weaknesses
 In this market has high labour costs
because it has strongly well-
developed economy. So, it is one of
the major weakness of Europe
market. But Kong Organic does not
have to face this problem because it
is already well-established
company and operates in multiple
sectors.
6

build strong distribution networks for
product supply purpose.
 European workplace is more competent
because there are lots of people who
believes in working hard and more
intelligent as compared other country’s
workforce. So, Koga Organic can recruit
best researchers’ engineers as well as
mathematicians who posses’ incredible
knowledge and talent. Thus, it can enhance
product and service quality in the European
market (Bach, Zoroja and Loupis, 2016).
Opportunities
 Brexit is also considered one of the major
opportunity for the European country
because it has brough advanced change in
mortgage payments such as decrease interest
19% to 18%. With this opportunity Koga
Organic can enable to generate high profit
margin on it’s product segments.
 It is emerging market so it will support Koga
Organic to build strong customer base for its
product segment. Another is that it has well-
developed economy infrastructure through
which it can sell it’s product at higher costs
that in exchange generate high profit margin
on it’s each product.
Threats
 Political and economic changes can
be major threat for the company
and this situation can take place
when government will change.
7

8

Part B – Plan International Marketing44 List 3 measurable international marketing goals consistent with organisation’s strategic
direction and 3 key performance indicators for your selected product and market.
Goals and KPI’s
Goals:
1. To increase the sales of organic skincare products by 40% within 8 months
2. Expand the social media presence by 50% within 6 months
3. To expand the organic skincare product range in European Markets within 1 year
Key Performance Indicators:
 Increase in monthly sales by measuring the net sales of organic products on
monthly basis across regions. The threshold will be 5% for each month.
 Lead conversion rate percentage of around 10% for every quarter to assess the
efficiency of company to attract the right audience and convert them into leads.
 Increase in social media engagement across media platforms and reaching the
quarterly threshold of 25% in social media traffic and conversions for
effectiveness of social media campaigns
 Percentage increase of around 10% in Ads impression on social media
platforms.
 Return on investment to measure the efficiency of investment for international
marketing. The ideal ratio of amount of return relative to cost of investment
should be 5:1.
9

44 Identify 3 risks to the achievement of these goals and complete the following risk
management plan. Rank each risk with a low, medium or high likelihood and impact and
describe one strategy to overcome each risk.
Risk Analysis
Risk Likelihood
L / M / H
Impact
L / M / H
Strategy to Overcome
Risk on investment of
huge capital into entering
new markets.
high high Initially, a detailed market analysis and
ROI analysis has to be done along with
relevant surveys on consumer behaviour.
Kora organics can choose direct
exporting to cosmetics retailers like
Sephora in European markets or do online
selling instead of opening bricks and
mortar stores.
Lower sales rate due to
intense competition from
local and international
brands like Melvita,
Susanne Kaufmann,
BioEffect, Korres
moderate high Gain competitive advantage by cost
reduction, increasing brand awareness
through intensive marketing tactics like
celebrity endorsements and beauty
bloggers.
Risks of social media
marketing campaign like
security breaches, PR
crisis or legal
implications
low moderate Recruiting effective IT teams, use good
firewall protection, reviewing website
periodically, creating social media policy,
crafting crisis plan and listening to cache
issues early (Kupec, 2018).
10

44 Describe the advantages and disadvantages of global and customised approaches to
promotion?
Promotional Approaches
Approach Advantages Disadvantages
Global:  Reaching a broader target market
 Increase in brand awareness and
equity
 Building global relationships
 Getting a global feedback
 There may not be a market
around the globe for the specific
product and it might be ROI
friendly to target the niche
markets.
 A greater financial risk in there
as global promotions require
huge marketing budget
Customised:
 Drives revenue
 Increase in brand loyalty as
customers are treated as unique
individuals with specific
preferences. They expect
personalisation when to give
information in surveys and expect
a return from favourite brands.
 Improved experience of
customers as their needs are taken
care of, they get the products
suited to their skin, gender,
complexion, age, personality etc.
and customization in what
quantity they want along with
 It invokes higher costs for the
company as they have to become
omni-channel
 Poorly operated push notifications
which become irrelevant to
customers can offend them.
 The algorithms that drive
personalisation can be fallible and
amplify strategic errors and
knowledge of customers is limited
and traditional marketing can be
more efficient for some
consumers.
11

skin tests (Galli, 2020)44 Select 3 marketing approaches relevant to your identified opportunity and list the
advantages and disadvantages of each one.
Marketing Approach Analysis (1)
Marketing
Approach
Advantages Disadvantages
Inbound marketing It is relatively cost effective than
traditional marketing and attracts
customers through social media
marketing, search engine optimization
and branding. It is sustainable, generates
relevant leads, enhances brand position,
increases consumer trust (Patrutiu-
Baltes, 2016).
Requires constant time
investment and content
creation. It generally takes
longer for return on
investment. Measurement is
tough and requires a
dedicated and skilled social
media marketing team.
Database marketing It is one-on-one marketing which can
help in targeted reach, improve
customer relationships due to
personalised approach of marketing,
provides insights into consumer
behaviour.
It is very expensive as the
data is generally taken from
third party providers and
company needs to have a
major marketing
infrastructure. Can also
make company technology
focussed rather than
consumer centric
12