Global Marketing Analysis: SEM Limited's International Expansion

This report provides a comprehensive analysis of global marketing strategies, focusing on SEM Limited, a UK-based company specializing in high-performance servo motors. The report begins with an introduction to global marketing and SEM Limited's background, followed by an exploration of potential internationalization motives, such as market opportunities, risk diversification, economies of scale, and increased profitability. It then compares international markets using the Ansoff matrix, evaluating market penetration, market development, product development, and diversification strategies, concluding that market development is the most suitable strategy for SEM Limited. Furthermore, the report analyzes various market entry methods, including direct exporting, licensing, and partnering, and recommends licensing for the Chinese market. Finally, it suggests potential marketing strategies to ensure success in the international market, emphasizing the creation of a strong brand culture. The report concludes by summarizing the key findings and recommendations for SEM Limited's global marketing endeavors.

Global Marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
A brief background of the company.......................................................................................1
Potential internationalisation motives or triggers that influence company to move into
international markets..............................................................................................................2
Comparison of international markets using global marketing models...................................3
Analyse the method of market entry used by the company....................................................4
Potential marketing strategy used to ensure success in international market.........................5
CONCLUSION................................................................................................................................5
REFERRENCES..............................................................................................................................6

INTRODUCTION
Global marketing can be defined as a place which involves a number of marketing
strategies in relation to the organisational function as well as adoption of condition within the
country where organisation is reading. Creating promoting positioning and using the products at
the global market (Althagafi and Ali, 2017). There are a number of organisations which want to
expand their business internationally where they have to face different type of competition from
international brands and organisations for staff in order to enhance the organisational function it
is mandatory for the organisation to use appropriate system and perform it in an effective
manner. In context of the present at the organisation is SEM limited. This organisation is based
in UK where performing its function from 1949. Organisation was founded by henry f Joel
which sells products such as designing and manufacturing of high performance servo motor.
Organisation is going to run its business online where it involve number of international motives
figures that influence the company to move its business international markets and there is special
about the organisation as a potential international motives so that it can perform its function
effectively. Along with this, there is all the discussion about international markets in method to
make entry within international markets.
A brief background of the company
SEM is performing its function in UK where it is founded in 1914 by Henry f jewel falls
Technology Park is the main location of the organisation where it is situated near Dartford, Kent.
Organisation is performing its function within the UK is major motorways international and
private airports as well as various other channel force (Cantone and Et. Al., 2019). In context of
the current business here are the core product of organisation is high performance AC e-serv
motors and splendid motors. Organisation is providing quality and innovative products from its
incorporation. The quality system of organisation is related to the company and helps the culture
of the form. Organisation always try to ensure that it follow appropriate product designs and
services which can deliver high standard performance to the customers. It is submitted that
organisation will follow the flexibility as a core business function. The current investment of
organisation is related to system and technology within 8 of manufacturing. Current
manufacturing adopted by the organisation follow appropriate value system which build plastic
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products so that it can serve customer in an efficient manner. Lean manufacturing cell and other
processes which help in creating a strong customer focus and improving it platform services.
Potential internationalisation motives or triggers that influence company to move into
international markets
Centralisation is the process which is related to planning and implementing the products
and services within the international market so that organisation can capture the market as well
as increase its profitability level by increasing the market reach. It is identified that there are a
number of tendencies which can be followed by the organisation in order to implement its
product in foreign countries (Couto and Ferreira, 2017). These are related to potential moves and
triggers that will help the organisation in influencing motives behind international markets.
There are a number of features which are discussed below which relate the organisation to
trigger itself towards the influence of international market:
Market opportunities: Market opportunity is a factor which is related to expanding the
business of organisation. This is because there are a number of opportunities which are related to
expansion of organisation. International market provides number of opportunities in the firm in
order to enhance its functions as well as achieving the business objectives.
Risk diversification: One more benefit which can be availed by the organisation in order
to expand the functions globally is related to describe ossification. And the risk diversification
organisations in divide the risk related to the local markets. companies will affected less by the
external factors if they identify the customer behaviour within the new market for stop this will
also help in managing the functions and improving the organisation profitability. In context of
SEM, it is identified that organisation involve an appropriate designing system which help the
company in improving and implementing its product within the international market. This also
help in building reputation and improving the functions within countries such as China and
various other where it want to grow its market (Grünig and Morschett, 2017).
Economy of scale: Economy of scale is also a factor which is related to the organisational
functions for choosing the international market. This is essential for every organisation improve
its functions as well as performing its functions in an appropriate manner. In context of the
current environment this is a best opportunity in front of the chosen organisation to improve its
function as well as expand its business to economies such as China. This will also improve tale
of organisation where it can perform the function and provide its product at cheaper prices.
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China products as well as enjoy the benefits as appropriate technology in order to develop its
products and services which provide economy of scale.
Increment in profitability: Increment and profitability is also factor which is considered
by the organisation in order to improve its function as well as manage functioning in an effective
way. This is because it helps in building appropriate system where company can use the prices of
competitors and manufacture it product at lower cost. China has a great opportunity where the
choose an organisation can implement its products and services and achieve the objectives
according to the requirements full stop this will boost the profitability and help in forming
functions (Hollensen and Møller, 2018).
Identifying different resources: This function is also helpful to the organisation in
identifying new and appropriate resources which will help the company in matching the
requirements. Please resources are related to skilled workforce natural resources labour Idea and
new concepts within the foreign market. Chinese market is sufficient for the chosen organisation
as it can easily perform its function within the UK and be the beneficial in terms of high
workforce skilled employees and availability of resources which help the organisation in
boosting its functions and matching the requirements of the current business era.
Comparison of international markets using global marketing models
There are a number of markets which can be used by the organisation in order to operate
at global level foodstuff some of these markets can be used in accordance with the requirements
and perform in the functions.an appropriate matrix can be used by organisation in order to
improve its functions within new market fair and ANSOFF is best suitable for it.
Market penetration: This is the first strategy which can be adopted by the organisation
full stop this strategy is related dividing the market in separate segments where organisation can
perform its function by implementing the existing product with the existing market. This strategy
is not suitable for the current position of social organisation (Masiero, Ogasavar and Risso,
2017). This is because organisation is going to launch the new product within the market for the
existing product with the new market which will not include under this strategic. Cm is going to
launch its products and services at the global market where it is required to perform the function
which will impact on organisational profitability at global level.
Market development: Market development is a strategy which is related to
implementing the existing product within the new market. And this strategy organisation has to
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identify the market in accordance with the products and services as well as implement their
existing product with the new market so that it can increase its market server as well as
profitability level. In context of the chosen organisation former it operating within UK where
organisation want to expand its market to the China (Novela and Hansopaheluwakan, 2018). In
order to doing so organisation require appropriate production services as well as well-developed
market research which will help in acquiring the market of China and cover the market according
to the requirements. In context of present time this strategy can be adopted by the organisation as
it help the firm in managing its function as well as achieving better level of satisfaction.
Product development: Product development strategies related to developing a new
product within the existing market first of this strategy is not useful for the current situation of
SCM full stop this is because organisation is going to expand its business at international level
where it is required by the firm to follow the functions which help the organisation in expanding
its business at global level. In context of the current policy it doesn't follow the requirements of
the organisation which states that this fall policy become null and void for the organisation.
Diversification: Diversification strategy is the most under this matrix. Include
development of a new product within a new market. This strategic and caused damage to the
organisation as it involve high risk of product failure it is also analysed that there are a number of
functions which has to be performed by the organisation in order to conduct appropriate market
research as well as use appropriate product development. This strategy can also be adopted by
the chosen organisation within the market in which it is going to expand (Panibratov, 2017).
Chinese market are full of competition with this strategy will lead to competition to different
products and services offered by the other organisation within the sector in which SEM is
trading.
In context to the present scenario of fusion organisation it is identified that market
development is a best practice which can be adopted by the organisation in order to expand its
business to other markets. This will help the organisation in conducting an appropriate market
research as well as achieving its goals and objectives according to the requirements
Analyse the method of market entry used by the company
Direct exporting: Direct exporting products and services into the market is also factor
which is considered by the organisation in order to sell the products on the market.
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Licensing: Licensing of the product is also a factor which can be used by the organisation
in order to enter within the new market in foreign countries. In context of an organisation licence
will grant an organisation to the foreign market for producing the products and services under the
use of a particular brand name full. It also include exchange of monetary terms so that
organisation can save it interest and achieve better profitability.
Partnering: Partnering is useful strategy which can be used by the organisation in order to
meet the international borders as well as performing its function by agreed on a particular ratio
with other organisation. This organisation right partner with the organisation with selling the
products and services in the country where from water explains its business. It act as and riskiest
job because it include use of resources other organisation (Thieu And Et. Al., 2017).
SEM can use licensing method in order to expand its market to the global level. This is
because Chinese markets are full of government rules and regulations where it is required by the
organisation to take licence in order to sell the products and services. This will help the
organisation in performing its function as well as managing functions in accordance with the
needs and requirements.
Potential marketing strategy used to ensure success in international market
In context of the current business environment organisation can use an appropriate strategy
which has to be used in accordance with the organisational functioning and promote the
functions of internationalisation.
Organisation can use to create consistent strong brand culture which helps the organisation
in targeting the customer within the Chinese market. Here organisation cannot the product within
china but the product must be acceptable according to the culture of china so that organisation
can anticipate the customer behaviour and act according to it. This will help the organisation in
boosting the profitability levels and implementing the function in accordance with the current
requirements.
CONCLUSION
It can be evaluated from the above mentioned information that internationalisation is the
process which is related to involvement of organisation within organisational functions as well as
using different kind of tools and technology in order to implement its function. It is also
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identified that there are a number of strategies which can be adopted in order to internationalise
the product where the chosen organisation can use appropriate policy as well as functions to
analyse the resources and gather the benefits which can be used for internationalisation. It can be
analysed that market development strategy can be successfully used by SEM limited in order to
expand and enhance their business throughout the world. There are a number of ways such as
licensing which will help organisation to easily expand their business. These are strategies that
can be adopted by a number of organisations when they are focusing upon expanding their
business globally in order to earn more profits and enhance their brand name in international
market.
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REFERRENCES
Books and Journals
Althagafi, A. and Ali, M., 2017. Understanding the Relationship Between Culture and Sensory
Marketing in Developing Strategies and Opportunities in Emerging Economies: A
Cross-Cultural Study. In Promotional Strategies and New Service Opportunities in
Emerging Economies (pp. 236-262). IGI Global.
Cantone, L. and Et. Al., 2019. Outsourcing New Product Development Fostered By Disruptive
Technological Innovation: A Decision-Making Model. International Journal of
Innovation Management. 23(01). p.1950008.
Couto, M. and Ferreira, J. J., 2017. Brand management as an internationalization strategy for
SME: A multiple case study. Journal of Global Marketing, 30(3), pp.192-206.
Grünig, R. and Morschett, D., 2017. Determining a Framework for Going International for
Production and Sourcing. In Developing International Strategies (pp. 141-146).
Springer, Berlin, Heidelberg.
Hollensen, S. and Møller, E., 2018. Is “glocalization” still the golden way for Electrolux? Is
there more to be done?. Thunderbird International Business Review, 60(4), pp.463-476.
Masiero, G., Ogasavara, M. H. and Risso, M. L., 2017. Going global in groups: a relevant market
entry strategy?. Review of International Business and Strategy. 27(1). pp.93-111.
Novela, S. and Hansopaheluwakan, S., 2018. Analysis of Green Marketing Mix Effect on
Customer Satisfaction using 7p Approach. Pertanika Journal of Social Sciences &
Humanities.
Panibratov, A., 2017. International strategy of emerging market firms: Absorbing global
knowledge and building competitive advantage. Routledge.
Thieu, B. T. And Et. Al., 2017. Linkages between Marketing Mix Components and Customer
Satisfaction: An analysis on Google in Hanoi, Vietnam. Journal of Economics &
Business Research. 23(1).
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