Report: International Marketing Strategy for Red Rock Consultancy

This report analyzes the international marketing strategy of Red Rock Consultancy, a UK-based staffing company aiming to expand globally. The report begins with an overview of the company's background, competitive landscape, and products/services. It then delves into a detailed analysis of the Segmentation, Targeting, and Positioning (STP) strategy, exploring geographic, demographic, behavioral, and psychographic segmentation across countries like Singapore, Sweden, Canada, and Australia. The report also discusses the advantages and disadvantages of standardization and adaptation in the global market, emphasizing the importance of glocal strategies. Furthermore, it applies the 4Ps of marketing (Product, Price, Place, and Promotion) to the company's services, examining marketing penetration and skimming strategies, along with premium pricing. The report concludes with a summary of findings and recommendations for successful international market expansion.

International Marketing, Innovation
and E-Commerce

Table of Contents
INTRODUCTION.................................................................................................................................3
MAIN BODY........................................................................................................................................3
Back ground of the marketing in Red Rock Consultancy......................................................................3
Task 1- Report detailing on the analysis of the Segmentation, Target and Positioning (STP) strategy..5
Task 2- Advantages and disadvantages of the standardisation and adaptation in the global market......7
Task 3- Using 4 Ps of marketing...........................................................................................................9
CONCLUSION...................................................................................................................................10
REFERENCES....................................................................................................................................10

INTRODUCTION
The report is consist of the organisation, Red Rock Consultancy, that is working at national
level in UK and is now trying to operate in the international market. The company is in
BRISTOL, United Kingdom. The company provides staff to the service industries. The sales
generated by the company are $43.35 million. The background of the business is given
including the competitive landscape and products operation and technology. The analysis of
the segmentation, target and positioning (STP) strategy. The advantages and disadvantages of
standardisation and adaptation in the global market is discussed. Explanation of global is
discussed. Glocal strategies for the business expansion in international market. The use of the
4P’s, marketing penetration strategy, skimming strategy and premium pricing are given
MAIN BODY
Back ground of the marketing in Red Rock Consultancy
The companies related to the industry meet the temporary staffing, placement of the
employee’s services and outsourced human resource management. The companies working
with the Red Rock Consultancies are Kelly Services, Robert Half International and
Manpower Group.
The co-founder of Red Rock has every day responsibilities for the operational and the
financial performance. The company was established in 2005. The turnover of the company
is in excess of £30m. The company is also had the working contractor base in more than 300
by the high level of service deliveries consistently.
The company provides with the technical delivery of the business through
transformation teams. The technical director has to deal with the broad range of customers in
the defence, finance, civil government and transport. This also includes the Audit
Commissions, Ultra Electronics, Nationwide, and St. James’s place, Teachers Assurance,
Zurich and Atkins (Breen and et.al, 2017).
To keep pace with the technological processes the company they embrace new
working ways in using the emerging technologies, digital and mobile. The company help in
the transformation of the teams, services and the operation to ensure they are fit for use in the

future. This is done by people. The company build workforces that are skilled and talented
for achieving the goals. This includes the use of the experts for the in-house teams.
The company discovery includes the Business Analysis, EA/Architecture, PPM/
Delivery Management, User Research and Service Design.
The transformation of the company includes business architecture, data
architecture/management, solutions/technical design services, BI/ data warehousing, subject
matter expertise, migration to cloud and digital workplace.
The implementation of the company includes learning specialisms, service
introduction and business change management.
Competitive landscape
The companies have the employees with skills and talent. The company’s focus on the
manual labour and the skills in administration. Some are specialised in the professional
attributes, scientific and IT. The companies are having problems by the shortage in the talent.
The companies are also proving the enhancement in the training for the development in the
skills. The recruitment process in the industry is a success and this helps in attracting the
major contracts with clients that are commercially large. At the times of economic
downturns, the customer decreases the employment of the employees before the staff layoffs
are conducted permanently. The providers of the industrial and the clerical personnel have the
stiff pricing competition during the times of instable economies (He, Zhang and Qiao, 2019).
Products operation and technology
The industry is divided into major three segments:
 Temporary help services that provide the fifty percent of the revenue for the industry.
 Organisation for Professional employer that provide about forty five percent of the
revenue.
 Agencies for the placement are providing the five percent of the revenue for the
industry.
The jobs and the temporary help services accounts for the eighty one percent of the
employees, along with the ten percent of the PEO’s and nine percent executive search
services.

Task 1- Report detailing on the analysis of the Segmentation, Target and
Positioning (STP) strategy
The STP marketing is a model with three steps: Segmentation, Targeting and Positioning.
This model helps in examining the product and services of the organisation along with the
ways it communicate to get benefit from specific customers in the field.
Segmentation: In this, the organisation set various customer segments based on the specific
criteria.
Geographic segmentation:
The staffing service is focusing on the countries like Singapore, Sweden, Canada and
Australia. The countries provide with the strategic geographic location that is close for the
markets, provides political stability and have environment that are regulatory flexible. The
countries are providing wide communication as well as technology infrastructure (Wang and
et.al, 2018).
Demographic segmentation:
Singapore has 53% or above population having the Bachelor’s degree, the country
provide with qualified workforce as well as educated clientele .They are investing in the areas
like Biomedical Sciences, logistics, finance, info-communication and media. The 47.2%
population in Sweden holds Bachelor’s degree and higher education. The major industries in
Sweden are automotive and transportation technology, communication and green technology.
The population of Canada is highly educated with 60.6% people have completed their post-
secondary education. The universities and 49.35 of population of Australia have completed
tertiary education.
Behavioural segmentation:
The Singapore have top changing economic landscapes, they country is invested in
upgrading its connectivity as well as infrastructure. Sweden is the leader in the innovation.
The country is creating major opportunities as there is a need for the international expertise
for the innovation along with the investment in the foreign firms. Canada provides a multi-
centre for foreign investors and opportunities for the investment in the foreign sectors like
construction, financial technology, marketing and media software publishing. Australia has
increased foreign investors because of the strong economy. The country has its advantages in

the financial services, education, agricultural production and resources and energy for the
entrepreneurship.
Psychographic segmentation:
The countries are business driven and provides environment that have business
friendly regulations and have the power to attract global business. It is an IT hub and already
has formed partnership with foreign business. The people of Sweden are known for their
sophisticated taste in customers and ethics of work. Canada have great amount of growth and
innovation that provides opportunities.
Targeting: This step, the organisation determines the segment that is desired to generate
conversation. The organisation chooses from the segment that is actively growing, has low
cost and higher profitability rates.
Size:
The countries are growing in the technological fields and it is profitable in the future.
Profitability:
The government of the country are promoting the use of technology in the country to shift to
high-tech economy in the industries like the education, sports, gaming and lifestyle to finance
(Jan and Victor, 2019).
Reachability:
Canada provides with the partnership with NAFTA and EU along with the
immigration policies changed for the advantage of the foreign investors. Australia provides
the employment in the knowledge intensive services and comes in the most skilled
workforce.
Positioning: In this step, the organisation set the services apart from the competition in the
minds of the audiences in target.
Symbolic positioning:
The organisation needs to establish their image in the countries and regions for the
positioning in the market. They have to provide the customers with the extensive staff that are
highly skilled to meet the needs of the customers.

Functional positioning:
The customer’s needs to be provided with the benefits of using the staff services from
the company to solve their problems in different fields of the growth, development and
innovation.
Experiential positioning:
The organisations need to focus on the emotional connections with the customers of
different countries (Romppanen, 2021).
Task 2- Advantages and disadvantages of the standardisation and
adaptation in the global market
The things that need to be considered by the organisation:
 The service introduced in the foreign needs the consideration of the special laws that
may change the image of the brand of the organisation.
 The products of the can have serious competitors in the markets.
 The organisation needs to consider the cultural differences in the foreign market.
The advantages:
 The organisation starts respecting the local specialisation as well as the expectation.
 Provide the best image of the organisation.
 The customers feel the organisation as the landmark and feel noticed.
Disadvantages:
 Higher cost of services.
 Time-consuming operations.
 Poor execution and difficulty in understand the customer’s expectations (Lee and
Griffith , 2019).
It can be concluded that the countries need to be adapt the services according to the
countries need to achieve success. This is done because of the different cultural differences of
the countries. Standardisation strategies are used in the organisation for the adaptation of the
services in foreign countries. The organisation need to take special care that the image and
the services makes impact in the customers mind at the first place as trying again will be a

difficult process. The strategies are always cheaper than the adaptation and the
standardisation of the services.
Explanation of Glocal
The term glocal means the consideration of both local and global. The term is glocalisation
that is used in the business. The occurrences of both the universalizing and the tendencies to
participate in the social, political as well as economic systems. Glocalisation means the
challenges for the simple concepts of globalisation process in the expansion of the territorial
scales. Glocalisation indicates the importance of the global and the continental levels
occurring together, that in turn is increasing the salience at the regional and the local levels
(Persánch, 2018).
Glocal strategies for the business expansion in international market
The glocal strategies in the organisation standardize some core elements along with
localizing other elements. It is the combination of the local and the global market strategies.
Some strategies are:
 The organisations brand needs to be glocalized to increase the brand support and
strength.
 The organisation needs to understand the global experiences and after that they need
to customise as well as tailor the services to be appealing for the foreign market.
 The services of the organisation need to be able to fill the cultural gap, globalisation
activities and the preferences.
 The organisation needs to establish the connection with the supporters in the foreign
countries (Lasserre, 2017).
Task 3- Using 4 Ps of marketing
The marketing mix tools help the organisation in understanding the needs of the elements
for the marketing goals and objectives. The 4P’s of marketing are: Product, Price, Place and
Promotion.
 The service can be analysed by the method.
 The satisfaction of the customers.
 The features in the services that needed to be upgraded.

 Identify the value of the services.
 Comparing the price of the services in the market with the competitor.
 Targeting the customers.
 Identifying the similar services online.
 The ways of reaching the target areas.
Marketing penetration strategies
 The lowering and raising of the prices.
 Revamping the marketing in the digital advances.
 Modifying the services according to the customer needs.
 Developing new services for the attraction of new customers (Samanian and
Khosropanah, 2017).
Skimming strategy
In this approach the organisation set increased price of the services for attracting the
customers to buy the services. The desire of the customer’s needs to be increased in the set
prices. The prices are then decreased to attract the new customers in the field.
Premium pricing
In this, the organisation has to create a high quality service and market the services to
the high-income customers. The organisation in this strategy need to develop a high quality
service that the customers are willing to pay high prices. For this the organisation can create
high lifestyle branding strategies to attract the right customers (AlJazzazen, 2019).
CONCLUSION
It can be concluded from the report that the Red Rock Consultancy provides the Business
Analysis, EA/Architecture, PPM/ Delivery Management, User Research and Service Design.
The company have the employees that are skilled for the job and the completion is done by
them. The products operation and technology is discussed. The analysis of the company by
STP strategy is given. The advantages and disadvantages of the standardisation and
adaptation in the global market are given. The tern glocal is described. The glocal strategies
for the business expansion in international market are given. The analyses of different

marketing pricing strategies are given that includes using the 4 P’s, marketing penetration,
skimming and premium pricing strategies.
REFERENCES
Breen and et.al, 2017. The 2016 stock assessment and management procedure review
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He, Zhang and Qiao, 2019, December. Competitive Landscape and Industry Prospects
of Techniques in the Intersection of Computer Science and Genomics: An Analysis
Based on Patent Data. In Proceedings of the 2019 2nd International Conference on
Algorithms, Computing and Artificial Intelligence (pp. 357-363).
Wang and et.al, 2018. Strategy optimization for static games based on STP
method. Applied Mathematics and Computation. 316. pp.390-399.
Jan and Victor, 2019. Measuring the Effectiveness of Segmentation, Targeting and
Positioning Strategy of L’oreal Products in Kingdom of Saudi Arabia. IJO-
International Journal of Business Management. 2(09). pp.68-79.
Romppanen, 2021. Segmentation, Targeting & Positioning (STP).
Lee and Griffith , 2019. The balancing of country-based interaction orientation and
marketing strategy implementation adaptation/standardization for profit growth in
multinational corporations. Journal of International Marketing. 27(2). pp.22-37.
Persánch, 2018. From impurity of thought toward the glocalization of whiteness in
Spain. Transmodernity: Journal of Peripheral Cultural Production of the Luso-
Hispanic World. 8(2).
Lasserre, 2017. Global strategic management. Macmillan International Higher
Education.
Samanian and Khosropanah, 2017. A study of the application of marketing practices in
the provision of the information services based on 4Ps marketing mix model. Case
study: academic libraries in North Khorasan Province. Qualitative and Quantitative
Methods in Libraries. 5(4). pp.755-775.AlJazzazen, 2019. New Product Pricing
Strategy: Skimming Vs. Penetration. In Proceedings of FIKUSZ Symposium for
Young Researchers (pp. 1-9). Óbuda University Keleti Károly Faculty of
Economics.