Sannies' International Marketing: Adapting Products for Europe

This report delves into the international marketing strategies of Sannies, a Scottish-based shoe manufacturer, as it plans to enter the European market. It identifies potential challenges such as low brand awareness, limited online presence, and inaccurate brand perception, and suggests strategies to address these issues. The report also highlights the importance of adapting product elements like quality, diversification, and customer orientation to meet European market demands. Furthermore, it explores the need for Sannies to understand dynamic trends and preferences to build a strong brand reputation in the new market. The document provides a comprehensive overview of the considerations and adaptations necessary for Sannies to successfully navigate the European market.

International
Marketing

Contents
INTRODUCTION.......................................................................................................................................3
MAIN BODY..............................................................................................................................................3
COMPANY OVERVIEW...........................................................................................................................3
International marketing issues based on the product................................................................................3
Elements of the products that will require adaptation for European market............................................4

INTRODUCTION
International marketing refers to the application of marketing principles in order to satisfy
the various needs and wants of different individual people across the nation borders. The
international marketing consists of marketing activities in more than one nation and also referred
as global marketing. It involves marketing mix relive to the worldwide aspect and customizing
according the taste and preferences of different national people for the following report Sannies
is taken into consideration which is a family owned, Scottish-based producers of high-quality
fashion shoes for women. The company has been functioning for over 70 years and has a
turnover of £30 million. The following report will consist of the issues the company can face
when entering into the European market along with the increase in their product cost. Moreover,
logistic issues and advantages of online presences. Furthermore, overall advantages and
disadvantage of expanded sales team, digital influencer and sponsorships.
MAIN BODY
COMPANY OVERVIEW
The Sannies is a family-owned business with Scottish roots and producers high-quality
shoes for women. The company has been functioning for over 70 years and has a turnover of £30
million with majority of their revenue from the UK and Ireland. The small amount of sales are
acquired from the direct sales to customers who have moved abroad and are unable to purchase
the shoes in their new country. The sales of the company have been stagnant for the past 3 years
and their UK sales are based on 85% from direct retailers and 15% from their own shop in
Edinburg and Glasgow. Given below are the suitable approaches for the board members to assist
them with their transition into the European market.
International marketing issues based on the product
There are various issues an organization can face when entering a new market. These
issues can vary and have major impacts on the functioning of the business. These issues not only
reduce the profitability of the company but have a negative impact on the organization market
share as well. In context of Sannies the company is planning to enter the new European market
and introduce its product to the potential customers. Given below are the various branding issues
the company will face before entering the new market:
Low level of awareness:
The company has a low level of awareness among European customers and has low level
of engagement. This has caused the company to have an ineffective awareness levels. This is a
major issue relative to the brand of the company while entering the new market. It is necessary
for the company to focuses on altering its brand image in order to increase the brand awareness
which would increase the level of its success in the new ventured market. The company needs to

utilize the experts in the trade to spread the work about the company and its plan to enter the new
market which can help in increasing the brands awareness among potential customers.
Low level of online presence:
The company before entering any European market will be required to establish its online
presence in an effective manner. This is crucial for the company as it will ensure that their brand
is able to reach a wider amount if customers in an effective and cost reduced way. Moreover, it
will allow the company to expand its online reach relative to its customers. The company can
focus on utilizing their slogan ‘a guid shoe ye ken’ along with their character ‘Shuggie’ in their
online store to ensure that people are able to recognize their brand even before they enter the
market.
Inaccurate brand perception:
The company will face several issues related to its brand before entering the European
market as it has a negative brand image relative to customer’s perception as the company’s
products are seen as low-mid-range. The inaccurate perception of the brand will cause company
issues such as low level of customer engagement, decreased market share along with high level
of failure. The perception of the brand needs to be altered in order to be perceived as an high-
quality women shoe manufacturer which will increase the changes of company to be successful
in the new market.
Adapting to trends:
The company will need to understand and determine the dynamic trends and preference
of the market element in developing a strong brand reputation. It is crucial for the company to be
aware of the changing trends as they are the key points in order to be successful in any new
international market.
Elements of the products that will require adaptation for European market
It is crucial for an organization to focus on its current and future products and service
before entering a new market as the company needs to identify and determine the needs and
preferences of the customers in the region. This enables the company to have a better chance of
success in acquiring larger market share and high profits. In context of Sannies, given below are
the elements of the product which will require modification for the European market:
Quality of products:
The company will require offering its customers high-quality of products when entering
the new market. This will ensure that the level of customer satisfaction is high which will result
in increase in the overall brand value. This helps the company to increase not only its overall
market share but its profitability as well.

Product diversification:
It is crucial for the company to expand its line of products when entering the new
European market. The company only consists of three major brands in the company which is
Gallus, Jings and Blether. It is vital for the business to expand its line of brands along with
products when entering the new market as it will allow the company to cater to the needs of a
wider range of customers with different taste and preference. This will result in higher level of
profitability and expansion of customer base.
Customer oriented products:
It is vital for the company to develop products that are customer oriented and based on
their taste and preference. They also need to focus on market research in order to understand its
customers effectively. It is important for the business to understand its competitors and what they
offer to their customers. This will allow the company to develop products that will be accepted
by customers and ensure generating higher level of profits along with increased customer base.