International Market Expansion: Rowlinson Knitwear Marketing Report

This report provides a detailed analysis of Rowlinson Knitwear's global marketing strategies, focusing on its potential for international expansion. The report begins with an executive summary and an introduction to global marketing, highlighting its importance for business growth and competitiveness. It then provides background information on Rowlinson Knitwear, including its products, services, and operational structure. The core of the report examines potential internationalization motives, such as access to talent, foreign investment opportunities, and competitive advantages, which would influence the company's move into new international markets. The report then compares international markets using PESTLE analysis, focusing on Spain and Germany, and recommends Germany as the more suitable market for expansion. The report then explores various market entry methods, including exporting, joint ventures, and licensing, concluding that exporting is the most viable option for Rowlinson Knitwear. Finally, the report discusses potential marketing strategies, such as utilizing social media, to achieve success in the international market. The report provides a comprehensive overview of the company's international marketing plan.

Global
Marketing

EXECUTIVE SUMMARY
Global marketing is mainly designed for expanding business in different parts of world.
The chosen company for report is Rowlinson Knitwear which has analysed different markets
before expanding their business in other country. It has also analyse different entry mode for
expanding organisation in other places. This is essential to use marketing strategies for creating
awareness among consumers.

Table of Contents
EXECUTIVE SUMMARY.............................................................................................................2
INTRODUCTION...........................................................................................................................4
MAIN BODY...................................................................................................................................4
1) Background of company/product............................................................................................4
2) Potential internationalization motives which influence company/product to move into new
international markets...................................................................................................................4
3) Comparing international markets and reason for choosing these markets 25........................5
4) Method of market entry used by company.............................................................................7
5) Potential marketing strategies used for success in international market................................9
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Global marketing is referred as procedure for adjusting marketing strategies of company
to adapt situations of other countries (Okoro, 2012). This is defined as process of planning,
positioning, creating and promoting goods at international market. Global marketing helps in
improving effectiveness of products and services, achievement of competitive advantage,
increasing consumer awareness of brand, reducing cost and increasing saving (Matanda and
Ewing, 2012). The given assignment is based on Rowlinson Knitwear which was founded in
1972 at United Kingdom. It deals in manufacturing apparels and school wear for student. This is
renowned brand in market providing high quality products and services. This report highlights
about potential motives for moving into new international market, marketing strategies along
with entry methods used by organisation.
MAIN BODY
1) Background of company/product
The chosen organisation for given assignment is Rowlinson Knitwear which was
established in 20th September 1972 at United Kingdom. This deals in manufacturing of apparels
and textile products (Lipsman and et. al., 2012). There are sub industry of respective organisation
which focus on apparel, footwear and designing. It mainly focus on producing knitwear and
school wear for school students. There are 53 staff working in business which includes 51% of
male and 49% of female. It work on basis of building trust by providing high quality products
and services. It manufacture sweatshirt, polo-shirt, personalised school wear and others.
Rowlinson Knitwear produces garments which is suitable for corporate branding and
personalisation for clubs and schools. They believe in adopting ethical and transparent approach
to business. They does not directly sale their products to public such as schools or shops rather
than that they support through specialist independent retailers. They work with ethics of
supplying durable, functional and affordable clothing with fair pricing. It consists of various
team such as sales, central, customer care, operations and finance.
2) Potential internationalization motives which influence company/product to move into new
international markets
In today's market, all companies focus on establishing their operations and activities in
foreign market (Kotler and Armstrong, 2013). There are various reasons for expanding business

at international market. The main potential internationalization motives that would influence
respective company to move into international market are described below:
Access to Talent- Rowlinson Knitwear has an opportunity for accessing new talent pools
(5 benefits of international expansion, 2019). As international labour offer companies with
unique advantages in various terms such as advanced language skills, increasing productivity,
profitability, diverse educational background and so on. The respective organisation can earn
maximum profits and gains in terms of improving innovations within a company. Foreign market
always welcome global entrepreneurs and skilled workers for success of business at global
market.
Foreign Investment Opportunities- Internationalization helps in offering various
opportunities for business success and growth (Ko and et. al., 2012). Rowlinson Knitwear has an
opportunity for expanding business at foreign level and increase their market share and profits. It
is important to do proper research before making international expansion. Apart from these, there
are many governments which offer incentives for companies who are looking to invest their
money at those regions. This helps in creating motives to invest at international market.
Competitive Advantage- It is good opportunity for Rowlinson Knitwear for choosing
international expansion for gaining competitive edge over rivalry (Kasemsap, 2018). For
instance, companies which expand their market where their competitors does not operate have
opportunity for first mover advantage which allows them for building strong brand awareness
with user before their rivalry. This international expansion assist companies for acquiring new
technologies, industry ecosystem that improves their business operations and activities.
Therefore, the above are potential internationalization motives which influence
Rowlinson Knitwear for moving into new international market. This assist in increasing profits
margin, accessing new talents and so on for effective outcomes. Thus, mentioned points are main
reason for entering into international market which helps in achievement of goal and objectives
in effective and efficient manner.
3) Comparing international markets and reason for choosing these markets 25
It is very important for Rowlinson Knitwear to expand their business in different
international market so that goal and objectives can be attained in proper manner. In order to
select global market, it is essential to use global marketing models for doing comparison of two

market where respective organisation can spend business. The model used for comparison is
PESTLE analysis which is described below:
Basis Spain Market Germany Market
Political Factors Spain is member of European
Union has had fiscal deficit. The
government spends more than it
is earning which leads to grow
debt. There is high corruption in
respective country.
It is federal and democratic republic
country. This has maintained good
relationship with other countries
too. It is regarded as powerful
countries in European Union so
there is good opportunity for
business expansion.
Economic Factors Spain has suffering from
economic recession having high
unemployment rates and
unfavourable loan conditions.
This is not good place for
starting new business. The
economic conditions of Spain is
unpleasant on household level.
It is 4th largest economy in world
having GDP of $4.2 trillion
(PESTEL analysis of Germany,
2025). This has also increase in
industrial production,
manufacturing orders and number
of industries. Employment market
of Germany is good that provides
different benefits to staffs.
Social Factors In terms of social culture, Spain
is unique and different than other
countries. This place provide
more comfort to their working
force in terms of number of
hours for working, holidays and
all other facilities in proper
manner.
It is best countries for living in
world in different terms like health,
wealth, education and quality of
life. This contain large number of
population having lower birth rates.
Lifestyle of people is different than
others having high standard of
living.
Technological Factors Spain has high advanced
technology and mobile phones
with powerful cellular network
Germany is regarded as 5th
technologically advanced country in
world having proud history in terms

systems (PESTLE Analysis of
Spain: Standing in Unclear
Waters, 2019). It has high speed
train system for their users. This
is rich in technology having own
advanced features.
of innovation and research. This is
leader in large number of market
such as scientific research, design,
engineering and so on.
Legal Factors Spain has high strict data
protection and copyright laws
which means fair number of
legal hoops for investing in
country or opening local
business.
There is no differences among
German national and foreign
nationals concerning establishment
of business. The government of
Germany promotes establishment of
all kinds of business.
Environment Factors This factor means change in
climate, natural resources and
pollution. There are different
problems which are faced by
Spain which creates problem for
others for expansion of business.
There is growth in renewable
energy sources.
Germany is regarded as great place
for visiting which faces
environment challenges. It faces
problems of water pollution, acid
rain, air pollution, damaging forests
and so on. The government of
Germany has taken number of
initiatives for tackling with such
issues.
After analysing PESTLE global marketing model for international market such as Spain
and Germany, it can be concluded that Rowlinson Knitwear should choose Germany market for
their business expansion. This is the most suitable country for respective organisation to easily
expand business because of advancement in technology, proper laws for entering into new place,
having high income group people and so on.
4) Method of market entry used by company
Whenever organisation decide for entering into international market, it is very important
for them to chose best options for them. There are different types of entry method for entering

into international market having both benefits and drawbacks. As per convenient, they chose
such methods which are described below:
Exporting- This is defined as process of selling products and services from one country
to another (MODES OF INTERNATIONAL BUSINESS- MODES OF ENTRY IN FOREIGN
MARKET, 2019). There are two types of exporting such as direct which means organisation
capitalising on economies of scale in production which focus in home country by establishing
proper system for organising export functions and procuring foreign sales. Similarly, indirect
exporting involves in domestic based export where they have no control over products.
Rowlinson Knitwear can adopt such method which helps in distribution of surplus and is less
risky and costly. Exporting helps in fast marketing access as it increase number of consumers for
buying products.
Joint Ventures- This is defined as strategy which is used by companies for entering into
international market through joining hands, sharing of ownership and management with another
company (Kasemsap, 2015). It is used whenever two or more companies want to achieve
objectives and expanding international operations. Rowlinson Knitwear can adopt such entry
method for sharing risk, reward, technology and joint product development. This is useful in
meeting shortage of physical, financial and managerial resources. It assist respective organisation
in technological competence and optimum usage of resources.
Licensing- It is defined as method which provides permission to other organisation for
using its technology or protected product and doing that business in particular time period within
agreed territory (Izberk-Bilgin and Nakata, 2016). This is most easy method for entering into
foreign market because it requires less communication and control for business. Licensing helps
in transferring financial risk to licensee an d better utilisation of resources. Rowlinson Knitwear
can adopt such method for entering into new market because of simple easy procedure. As it
carries less investment and low cost of labour.
After analysing of different types of entry method, it has been concluded that Rowlinson
Knitwear can adopt exporting method as they can sell their products and services to other
country for expanding business. This is the easiest method which carry less risk and less cost. It
assist in faster accessing of market and distribution of surplus. In indirect exporting method, the
exporter has no control over selection of market which helps in earning of maximum gains and
profits.

5) Potential marketing strategies used for success in international market
It is very important for organisation to use different marketing strategies for getting
success in international market (Haffar, Al-Karaghouli and Ghoneim, 2013). This is very
important to use right strategies for business so that they can grow, expand and achieve success
in different markets. It assist in improving sales and profits of business in competitive market.
The important marketing strategies for communication mix which are used by respective
organisation for success in international market are described below:
Using of Social Media- It is the most important communication channel which is used by
many organisation in competitive market for creating awareness about product at international
market (10 Marketing Strategies to Fuel Your Business Growth, 2019). They can take help of
different social media such as Facebook, Instagram, twitter and so on to make aware to users in
proper manner. Rowlinson Knitwear is small organisation dealing in clothing segment which has
opportunity for using various social media in order to get success in global market. As large
number of people are connected to social media which plays an effective role in expanding
business and creating awareness about brand, product and organisation at foreign market.
Creating of Video Tutorials- This is also an effective communication mix in order to
get word out for business to create video tutorials (Griffith and Hoppner, 2013). It assist in
providing high value, boosting visibility and increasing large number of sales in proper manner.
In today time, YouTube is regarded as second largest search engine after Google. For getting
success at international market, it is great opportunity for Rowlinson Knitwear to create videos at
YouTube for increasing large number of consumers. This can be done at any time and place
because there are many users who open YouTube at least once in a day which helps them for
knowing about upcoming products, brand and so on.
CONCLUSION
From above report, it has been summarised that it is very essential to evaluate potential
internationalization for moving into new international market. It is very important for respective
organisation to analyse market of two place and choose best one for better outcomes. There are
different types of method of entry mode such as licensing, exporting and so on used by
organisation for getting success and growth at marketplace. The respective business has to
review potential marketing strategies for getting success in global market.

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