Strategic International Marketing: Sannies' Expansion in Europe

This report assesses Sannies, a Scottish-based women's shoe company, and its international marketing strategy for European expansion. It elaborates on key marketing elements such as product adaptation to cultural and legal barriers, pricing policies across different brand ranges and distribution ...Read More

International Marketing
Assessment.

TABLE OF CONTENT
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Product.........................................................................................................................................3
Price.............................................................................................................................................4
Distribution..................................................................................................................................5
Communication............................................................................................................................7
CONCLUSION................................................................................................................................8
REFERENCES..............................................................................................................................10

INTRODUCTION
International marketing relate the marketing of the product from one country to another country.
This relates that a company who used to or going to use an international marketing for the
expansion of their firm and enhancement in the activity and to achieve the growth of the
company. International marketing also include the multinational process which include the
activity and process or concept of the organization in order to achieve the success. This report
includes the information about the company Sannies who is Scottish-based company who deals
in a woman shoes from over a 70 years. Report elaborate about the company product, price,
distribution, communication by which they face issue in their logistics of the international market
and will company develop their market as globally.
MAIN BODY
Product
Product describes the strategy that can be defined as the process and effort of the company by
which they determine their product identity. This considered the raw material to finished goods
products.
Issue that company faces during expansion of the product they have in the European market;
Culture:- company should analyse this properly that the culture is according to their product
which they are going to sell in the market of Europe because they have limited types of product
only 5 categories they have to make sure about that the product that they are going to sell in
particular area. Is the people of that place prefer that type of shoes the company is selling
(Cateora, Meyer, Gilly, and Graham, 2020).
Legal barriers:- the legal barrier that Europe apply is require for the company is to make sure and
fill the requirement and make sure about the exporting of products and chemicals while trade in
the Europe. If company uses animals and plants in their products they have to make sure and
comply the rule of the international trade which is CITES.
Foreign consideration:- company have to make sure that where they are going to establish or
expand their business in their local government and the community allow company to do
business and make sure about the patent, trademark by which company will make a advancement
and to achieve the success. The company have to make sure about the currency exchange rate, is

the capital they invest in their firm is affordable for them. Company also have to make sure about
the stability of the government and the regulation in the country where they are going to establish
or expand their business for the betterment of the company and the stability of the government in
that place (Javalgi, and La Toya, 2018).
Business case:- before establishing or setup business in another place company have top make
sure that they will make a proper planning and operation for the setup of the organization.
Prepare for the every scenario they are going to face whether it is market trends, financial cost
etc. company also make sure about the patent and licence of their products.
Adaption of the element that will be needed in the company for expansion in the Europe.
EU market provided the organizations free movement of goods, capital, and free establishment
for the company in the country. The above mention element are the main key that company have
to make sure to sell their product in that area for the betterment of the company and make
recognition of their product.
It is difficult to adapt the products in the foreign market but not impossible, that's why company
have to make a proper planning and make advancement about that by which they will get success
and carry on their business (Thabit, and Raewf, 2018). As they will make a adaption in a new
market communication is the key that's why company should have to communicate with the
customer of that particular market. Make recognition in the market of the place where company
is going to situate.
Price
Pricing is important in the company by which the implications and the value of t6he goods
determine. Company policy is according to the customer that company have and the market of
the company where they situated. Pricing policy of the company determine the value factor of
the company. Their lowest price range are sold under the ‘Gallus’ brand name and Their mid-
price range are sold under the ‘Jings’ brand name and Their highest price range are sold under
the ‘Blether’ name. The company have different brand and according to that they determine the
customer and their preference. Company the cheapest range is priced in the shops around £150
with the most expensive priced up to £500 (Bozic, and Wolf, 2021). Company profit margin is
also varied according to the channel they use for the advertisement and promotion o0f the
product. Independent retailers of the company has 15%, if they deliver the product Direct to
customers 30%, own shops has 20%. Mostly customer will choose the lower price over the high

price. But it's also depended ton the value of the brand that company have they have to maintain
their position in the market and in the customer value so that they will easily maintain their
pricing factor according to them. Lowering the price of the product that a company have
determinant to the consumer of the company to identify and purchase the product of the
company. Company also use tools and technique to evaluate their pricing factor and attract the
customer. Pricing factor give company a competitive advantage and a good margin also the
profitability. Company should also analyse their competitor price of that particular area in which
they are going to sell their product these factor include the help to the organization in which they
are going to help take consumer review and competitor analysation for the betterment of the
company (Krchova, and Svejnova Hoesova, 2021).
The mature market economy:- describe the equilibrium point in these market the chances is low
for the innovation.
Emerging market :- it describes the market where the market are emerging or having a
innovation or as time passes the market also changes or developed.
As the sannies company of footwear they should have to ensure that they want to develop and
make profit that's why they have to establish their business in emerging market of Europe for
make profit and recognition in the market and also the company is working on itself and wants
expand their business for that they have to make sure about the market they are going to do
business in so that they will easily make profit. Because emerging market also include the
technology and development so that's how company will make growth in their company with the
help of technology. Because company want create awareness in the market and the consumer of
the Europe, because The brand name isn’t known by customers in Europe but there is some
awareness from experts in the trade that the sannies is going to set their business in the Europe.
For the Sannies and their business they have to manage their business in the emerging market for
better development (Bayazovna, 2020).
Distribution
Distribution in the organization is needed this includes the activity of selling and delivering of
the product's organization have. When a business is trying to globalize their business after that
they have to make sure that they will distribute their product properly in a systematic manner.
This also analyse the people which involve in the distribution factor of the organization who help

in the distribution factor of the products. Distribution management involve these activities which
is important in the product distribution as globally in the business. Activities are;
packaging:- if company wants to achieve success in the new market therefore these things
involve in that , like packaging it should be attractive and manageable because the packaging of
the product also important in the distribution of the product.
Management:- management of the product and stock maintenance is also important because it
takes the responsibility of the inventory management in the organization. When distribution of
the goods of the organization. The inventory is one of the major responsibility in distribution.
Process of order:- this stage involve the activity in which organization is going to process the
order by which customer gets the product details when the product will reach. As the company
deals in a bulk order with UK. Therefore, they have to be very careful in the order processing
management.
Transportation :- the transportation of the goods is also essential part of the organization. It
consists all orders of the organization. If organization need to do a overseas transportation
therefore they have to do the agreement for this type of transportation because it needed the
safety measure and also company should have to take the insurance of the product they are
going to transport. Because in the transportation there is a risk for the products those are shipped.
If company wants to expand their business their fore they need to develop their business and
make advancement of the technology and start a online store for the distribution of the product
that company have. There is a disadvantage in the company product that they only have the
limited types of products with that they cannot expand their business and there target market is
also very limited because of this.
Enter an emerging market in Eastern Europe consist the GDP factor by which the value and
services of the products that company have is determined the economy of that place.
For setup business in new market also include the unemployment rate that describe the
unemployment of that place where organization is going to set up.
The online presence of the organization should make now it gives the organization a greater
expansion and it gives company an opportunity to expand their business and approach to the
customer globally as much as they can. Company have to face such issue during the online
presence because of their market and shops are available in a physical. Therefore, after
implementing the online presence help the organization to make their presence globally.

It gives the large audiences to the organization as the target market of the company is small
therefore after creating the online presence there market audience will also increase.
Accessibility this is for the organization to give the audience easy accessibility for the betterment
of the company and by which they will reach to their customer easily and their customer also
reach out to them easily. After this company also create the trust of the audience in new places
also where they want to establish their business and after that the advertisement for the product
company have also get free because of the online presence and their website. This also create a
brand building by which the recognition to the company will get very well among the places
where to want to be recognized (De Biaggi, and et.al, 2019).
Communication
communication consists the marketing strategy in the organization. This give
organization to communicate with the consumer and to the target market of the company. In this
the organization will communicate with the consumer with different source by which they can
easily communicate with their audience and this will be helpful in expand their business.
Communication consists the sponsorship, digital influencer, and it also helps in expand the sales
of the team.
Digital influencer:- Company can communicate with their audience by many channels such
communication by the digital influencer this consists the branding of the organization as
nowadays the digital influencer is famous and many people follow them and admire them.
Company will get help of the digital influencer by which they will get the very good attention
from the advertisement in the market of digitalization. Digital influencer can advertise their
business by the social media or via email, seminars etc. this will be very beneficial for the
company. The growth rate of influence marketer is increase day by day and this will be very
beneficial for the company to communicate with their audience in order to gain much attention
and review.
Expanded sales team:- For more communication organization have to expand their sales team it
helps the organization in achieve the success and expand the organization market rate. This also
improve the marketing activity of the organization and customer service of the organization
because they communicate with the customer of the organization. For the effective sales team in

an organization they have to trained their employees for the better team and improvement in the
sales team for more productivity.
Sponsorship:- sponsorship is also a very good marketing and promotion activity in respect to
promote the product of the business by sponsorship. Sponsorship determines the monetary or
charity or event but in this scenario company need to do sponsorship in order to product
company and their product. Sponsorship help brand in so many ways such as;
Image promotion tool:- by this the organization will get the advantage and help to enhance the
business. Company can sponsor many events which affective and admire by the people. That's
how company will get more audience and reach to improve their brand in new market.
Driving sales:- when organization sponsor something it affects their sales and drive up as well.
The sponsorship include in the traditional method of promote the product of the organization.
Positive impact on the public:- sponsorship also create a positive impact on the audience where
the company wants develop their , market and reach out as many people they can and by this the
people will get motivated and it also increase in their sales.
Help organization to inexpensively:- the promotion cost of the organization or anything is very
costly therefore the organization have to make sure that they will not spend much on the
advertisement and promotion. Marketing communications budgets for other independent shoe
brands are higher compared with them (Gao, 2020).
Employee get motivate:- as the sponsorship motivate the employee of the company. Sponsorship
assures the responsibility and it is very important for the organization and their employee to gain
the best workplace and do their work in a effective way. The firm’s website is limited and used
to highlight their PR activities, especially their promotion of the Loch Ness Highland games.
I think as an International Marketing consultant firm need to advertisement their product through
various channels such as social media, television, billboards, seminars, etc. because company
has agreed to provide funds of up to £500,000 over 12 months to promote the company. The
Marketing Director wants to spend the money on building a sales team to focus on particular
countries.
CONCLUSION
Summarize report conclude the information about the international marketing of the
company that is Sannies a woman footwear company. Who wants to expand their business
internationally and for this the above report conclude the information about price marketing,

product, distribution, communication of the company by which they will get the benefit in
expand their business and make the firm advancement in order to achieve the success.
International market give the company a market strategy and where they enable the planning and
executive of the work in the organization.

REFERENCES
Books and Journals
Bayazovna, G.N., 2020. Marketing communication strategy and its essence. Вопросы науки и
образования, (1 (85)).
Bozic, M. and Wolf, C.A., 2021. Negative producer price differentials in Federal Milk Marketing
Orders: Explanations, implications, and policy options. Journal of Dairy Science.
Cateora, P.R., Meyer, R.B.M.F., Gilly, M.C. and Graham, J.L., 2020. International marketing.
McGraw-Hill Education.
De Biaggi, and et.al, 2019. Distribution, Marketing, and Trade. In The Chestnut Handbook (pp.
35-52). CRC Press.
Gao, F., 2020. Cause marketing: Product pricing, design, and distribution. Manufacturing &
Service Operations Management, 22(4), pp.775-791.
Javalgi, R.G. and La Toya, M.R., 2018. International marketing ethics: A literature review and
research agenda. Journal of Business Ethics, 148(4), pp.703-720.
Krchova, H. and Svejnova Hoesova, K., 2021. The Impact of Modern Communication Marketing
Tools to Increase the Innovativeness of Business.
Thabit, T. and Raewf, M., 2018. The evaluation of marketing mix elements: A case
study. International Journal of Social Sciences & Educational Studies, 4(4).