Global Marketing Report: SEM Limited's Global Marketing Analysis

This report provides a comprehensive analysis of SEM Limited's global marketing strategies, focusing on its international expansion and market entry methods. It begins with a background of the company, detailing its operations and product offerings. The report then explores the triggers and motivations behind SEM Limited's internationalization, including market opportunities, risk diversification, and economies of scale. It compares international markets using global marketing models, specifically the Ansoff matrix, to evaluate market penetration, market development, product development, and diversification strategies. The analysis includes a discussion of market entry methods, such as direct exporting, partnering, and licensing, with a focus on the potential marketing strategies SEM Limited could employ to ensure success in international markets. The report concludes by emphasizing the importance of research and proper understanding of marketing concepts for a business to establish a global presence. The report uses the ANSOFF Model to analyze the strategy that will be most profitable while expanding the business globally and also analyses the best suitable method that would make the operations of the organisation successful.

Global Marketing

EXECUTIVE SUMMARY
Global Marketing is not only about expanding the business online but also includes the
marketing process from planning to sell the product. The report is in relation to the
understanding of the concept and strategies that are formulated by the organisation to achieve
success which will increase the profitability position of the organisation. Different methods that
route to expand online are also mentioned in the report.

Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
A brief background of the company.......................................................................................3
Potential internationalisation that triggers and motives the company to move into international
markets...................................................................................................................................3
Comparison of international markets using global marketing models...................................5
Analyse the method of market entry used by the company....................................................6
Potential marketing strategy used to ensure success in international market.........................6
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8
Books and Journals.................................................................................................................8

INTRODUCTION
Global marketing means adopting strategies that will help the organization to establish and
perform effectively in all countries. Global marketing does not only means selling the product or
giving services globally it is a wider process that includes planning, promoting, positioning of
the product in the global market. Many organizations like to expend the business internationally
and face the different challenges to become successful and establish their business in new
country (Mohant, 2017). The current report will deal about SEM limited and how it expended
globally. SEM limited was founded by henry f Joel which sells products such as designing and
manufacturing of high performance servo motor. Company is planning to expand its business on
line in International market. Also there is discussion about various methods through which
organization again and the International market.
MAIN BODY
A brief background of the company
SEM is operating in UK since 1914 and was founded by Henry f jewel and the
organisation is situated near Dartford, Kent. The company is performing in UK as major
motorways international and private airports as well as various other channel forces. The major
products offering by the organisation are splendid motors and AC e-serve motors. The makes
regular research and to compete in the market they regularly innovate their product and service.
Also the company believes in providing quality services to its customers to establish the brand
image of the company in national and international markets. Organisation produces its goods and
services according to the set designs. The company has invested in technological development
and follows appropriate value to build plastic products.
Potential internationalisation that triggers and motives the company to move into international
markets
There is requirement of proper research and development before entering international market. It
is important to study all the laws and political policies that are followed by the company and it is
important to know about the preferences and choices of the customers there. Before entering the
market it is important to make strategies and to planning related to budget and know about the
profitability by entering the new market. Some of the triggers that have influence on the
company to establish in International market are stated below:

Market opportunities: Opportunities that are present in the market motivates the Business to
expend and operate in International market. The more the opportunities available the better it
will be for the company to expend and establish business globally and achieve the goals and
objectives of the organization. The way a business grabs the opportunities decided the success of
that organisation. So there is requirement to studying the current trends and then operating at
place where there is availability of opportunity for growth (Wafler and Badir, 2017).
Risk diversification: By expended in in other countries the risks associated get diversified and
it is more profitable for the business. As by expansion the risk gets divided in the local markets.
The impact of external market also changes and it is more profitable to function in more
countries. In relation to SEM decides the design of the product and then expand its operations.
By successfully starting the operations in new country the risk is diversified. SEM has
successfully established its operations in China and other countries and developed its brand
image and uses various strategies that have contributed to the growth.
Economy of scale: To operate successfully in the market it is important for an organization to
follow economics of scales. Through establishing business in new country it is the responsibility
of the managers of the organization to make research about the resources that are available in the
organisation and SEM has expanded its operations in China as there are many opportunities and
is cost friendly is the prices are cheap also the technology available there helps to make the
products and services effective and help to achieve economic of scale. The available resources
should be used and the operations should be in such a manner that the cost of production is low
and the quality of products is good.
Profitability: Every organization works with the motive of profit and same is the case with
SEM limited. The organization makes appropriate strategies and also best functioning system to
work effectively and increase the profitability of the organization in long run. This is the main
reason the organization expended in China is that is a profitable affair for the company (Kraak ,
Rincón‐Gallardo Patiño and Sacks 2019). As with the best availability of technology the
company is able to satisfy the needs and wants of customers internationally and form a brand
image in the market.
Identifying different resources: The resources that are available in the country also attract the
business to establish its operations in the particular. The sources also include human resource
and to natural resources that are available in the environment. Both of them are important is

human resource also help in achieving the productivity in the organization and companies unable
to work without the natural resources that are provided by the environment. SEM limited has
also focused on this factor and expended its business in Chinese market (Kasemsap 2016).
Comparison of international markets using global marketing models
There are number of options that are available for an organisation to operate and expand
globally. There is need to study many factors before entering the new market. To appropriately
operate in the global market there is need of making many strategies ANSOFF model is used to
describe this further:
Market penetration: The strategy is used by organisations to attract the market segment they
are serving. The market is divided into groups and the product is developed according to their
needs and wants. The strategy is not followed by SEM Limited. As the launch their product in
new market and that is not part of this strategy. Company is launching its product and service in
the international market that will increase the profitability position of the organisation.
Market development: This is strategy is useful when the organisation develops new market for
the existing market. In current situation there is need to use this strategy as this helps to develop
new market to expand internationally. As SEM limited has its operations in UK and is planning
to expand in China, so they have to study the trends there and know about the strategies that are
required for profitability of the organisation. The company will like to expand in the market that
is developed and provides more opportunities (Rancati Gordini and Capatina, 2016). A proper
research should be conducted and then comparison should be made to know about the more
profitable to expand the operations and become successful. The company should use this strategy
to choose the market it wants to expand.
Product development: This is one of the strategies that state the development of product for the
existing market. This is done to attract already existing customers by making innovation in the
product. In relation to SEM limited the company is willing to expand internationally and grab
more customers. There is requirement of developing new market instead of new product. As the
focus and research should be on development of new market and not on the innovation of new
product.
Diversification: This is most commonly used strategy under this matrix. This focuses on
launching new product in new market. The strategy is risky as there are more chances of failure
and requires a lot of money. It is difficult to make strategies that focus on both making a new

product which making research about new market (Paul, 2018). SEM Limited can use this
strategy while expanding and make changes in the existing product according to the needs and
wants of customers of China. By following the strategy of diversification an organisation can
achieve competitive advantage and become more profitable.
In relation to SEM Limited the company to expand effectively should use then strategy of
market development and establish a good position in the global market that will help to attract
more customers.
Analyse the method of market entry used by the company
The various strategies that can be used by companies to expand the business in international
market are stated below:
Direct exporting: One of the common method that is used by organisations to make there
presence in global market is making the channels of export. The company can export their good
and services to different countries to increase their operations (Shaikh and Karjaluoto eds.,
2018).
Partnering: This strategy means partnering with a company that is having their operations cross
borders. It is important to select right partner and then establish the business in international
markets.
Licensing: License is given to a business and that will help them to establish and operate the
business internationally. The established brand name is used and the organisation is able to earn
profit (Global, 2017).
SEM Limited can use the licensing to expand the business in global market as this will
help them to achieve economies of scale as they do not have to understand the rules and
regulations and no need to follow the rules as the local player will run their business. This will
help the organisation to be successful.
Potential marketing strategy used to ensure success in international market
SEM Limited should establish a strong name in local market and then expand and give
effective services in international market (Gupta, Gupta and Gupta, 2019). The company
should make proper research and then make strategies to target the customer group
according to their needs and wants in the Chinese market. Also the company should position
the product as a quality product that will help the business to be successful. It is important to

follow the culture and form good policies that will help the organisation to achieve the goals
and objectives of the organisation (Chu, Bauman, and Hoadley, 2018).
CONCLUSION
It can be concluded that in today’s dynamic environment if a business wants to have global
presence then there is need of research and proper understanding of the marketing concepts. It is
not easy to establish presence in the international markets a proper planning is required. SEM
Limited is planning to expand in China and achieve economy of scale, in the report ANSOFF
Model is used to analyse the strategy that will be most profitable while expanding the business
globally. Also the best suitable method is also analysed that would make the operations of the
organisation successful.

REFERENCES
Books and Journals
Chu, W., Baumann, C., Hamin, H. and Hoadley, S., 2018. Adoption of Environment-Friendly
Cars: Direct vis-à-vis Mediated Effects of Government Incentives and Consumers'
Environmental Concern across Global Car Markets. Journal of Global
Marketing, 31(4), pp.282-291.
Global, M., 2017. Marketing Global.
Gupta, D. K., Gupta, B. M. and Gupta, R., 2019. Global library marketing research. Library
Management.
Kasemsap, K., 2016. Retail marketing strategies and brand management: A global retail industry
perspective. International Journal of Social and Organizational Dynamics in IT
(IJSODIT), 5(2), pp.66-78.
Kraak, V. I., Rincón‐Gallardo Patiño, S. and Sacks, G., 2019. An accountability evaluation for
the International Food & Beverage Alliance's Global Policy on Marketing
Communications to Children to reduce obesity: A narrative review to inform
policy. Obesity Reviews, 20, pp.90-106.
Mohanty, S. K., 2017. Globalization, Innovation, and Marketing Philosophy: A Critical
Assessment of Role of Technology in Defining New Dimensions. In Business Analytics
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Paul, J., 2018. Toward a'masstige'theory and strategy for marketing. European Journal of
International Management, 12(5-6), pp.722-745.
Rancati, E., Gordini, N. and Capatina, A., 2016. Conceptualizing and measuring content
marketing in luxury firms: an exploratory analysis. In Global Marketing Strategies for
the Promotion of Luxury Goods (pp. 109-132). IGI Global.
Shaikh, A. A. and Karjaluoto, H. eds., 2018. Marketing and mobile financial services: a global
perspective on digital banking consumer behaviour. Routledge.
Wafler, B. H. and Badir, Y. F., 2017. Global products marketing strategy of two European
MNCs in Vietnam. Journal of Product & Brand Management.