Tailsco Ltd: A Report on International Market Entry Strategy & Mix

This report examines Tailsco Limited's internationalization strategy, focusing on its planned expansion into Germany (EU) and China (non-EU) markets. It details the market selection process, highlighting the economic conditions and technological advantages of each country. The report explores various market entry strategies, including direct exporting, licensing, franchising, and partnering, ultimately recommending direct exporting for Germany and direct exporting with agents and distributors for China. Furthermore, the report analyzes the marketing mix (7Ps) for each country, outlining specific product offerings, pricing strategies, distribution channels, promotional activities, physical evidence considerations, people management approaches, and process implementations tailored to the German and Chinese markets. The analysis concludes that internationalization will enhance Tailsco's market reach and competitive advantage.

Coursework 1

Table of Contents
Introduction .....................................................................................................................................1
Main Body .....................................................................................................................................1
Conclusion.......................................................................................................................................5
References ......................................................................................................................................6

Introduction
Internationalisation of the business is one of the growing business in the today's market,
in order to survive and grow in the competitive market and gain competitive advantage the
business organisations are moving towards international market. The international market helps
business organisation to enhance their market size and enhance their performance. For this report
Tailsco limited company is taken into consideration. Tailsco limited is one of the well
established platform offering animal nutritions especially for dogs and other pets. The company
is headquartered in london, United Kingdom, company is planning to expand their business to
one of the EU and Non EU country. This report highlights the market or country selections,
market strategy and marketing mix for both the countries.
Main Body
Market country selection
When company plan to internationalise their business in the international market in order
to enhance their market size and customer base also to gain competitive advantage in the
marketplace. The choice of the market place an essential role. The right choice of the market will
help the company to be successful in the marketplace. In case of Tailsco limited, the company is
planning to expand their business in one of the EU and Non EU country. In case of EU country
the chosen country is Germany whereas in case of non EU country china is chosen (Baena,
2018). Expansion of the business in the international market will allow the company to enhance
their profitability and performance and also gain competitive advantage. In case of EU country
which is Germany, the company has to follow the rules and regulations as per the country as all
the country has their own culture and political conditions that needs to be considered by the
company before tapping into that market (Freyer, 2018). The selection of the market is done on
the basis of their economic conditions and also the availability of advance technology. Such as
in case of Germany there are more number of pet lovers owing number of the pets also the
company has strong economic condition which will help them easily attract large number of
customers in that market. Similarly in case of selection of china, at present company is attracting
large number of international business in their market which will plus point for the company also
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the country has advantage technology which will create large number of opportunities for the
chosen company effectively (Gardiner and Scott, 2018).
Market entry strategy:
The market entry strategy is defined as the path chosen by the business organisation in
order to enter into the international market or in order to distribute their product and services in
the international market effectively. There are number of market entry options are avaialble for
the business organisation in order to effectively delivery their product and services in the
international market. In case of Tailsco limited, the various market entry options that can be
chosen by the company in order to enter into the European market that is Germany and non
European market that is China is highlighted below:
Direct Exporting: The first market entry strategy that can be used by the company in
order to enter into the international market can be Direct exporting, under this product and
services are directly distributed to the chosen market. This strategy allows the company to
directly enter into the chosen market without involving any kind of intermediaries, also in some
cases the agents and distributors are chosen who will work closely with the company in order to
represent company's interest. This method is considered to be the most effective and highly used
by the business organisation in order to directly enter into the international market (Geranmayeh
and Geranmayeh, 2019).
Licensing: Another method that can be used by the company in order to enter into the
international market can be through licensing, under this strategy the company provides their
rights to use their product and services to another company in order to access to that market
effectively. This strategy allows the company to enter into another international market through
other firm who will be using their product and services. This strategy is can be essential strategy
in the case where the licensee has large market share where the company wants to establish their
market (Klichandeang and Singchai, 2018).
Franchising: The franchising is the process which allows the business organisation to
enter into another international market through allowing other to use your trademark and patent
in order to deliver your product and services effectively. This allows the business to effectively
expand their market size in the international market achieving desired profitability and
productivity.
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Partnering: Another market entry strategy that can be used by the business organisation
in order to enter into the international market can be through partnering. This strategy will allow
the company to become partner with one of the other company working in the market where
company wants to expand their business. Under this company will have to share their profit and
loss with their partner company, both the partners will be equally responsible for carry out all the
operations and activities (Luo and Bu, 2018).
In case of Tailsco limited, while tapping in the German market the company will use
direct exporting of their business activity without involving any intermediaries. This strategy will
allow company to directly enter into the German market delivering their product and services
which will help them to enhance their profitability through capturing the German market.
In case of Chinese market, the chosen company while entering into the Chinese market
the company will use direct exporting as well but using the agents and distributor which will help
them to understand the Chinese market because this market follows different norms also the
language used is totally different. Use of agents and distributors will help company to understand
the market and effectively attract customers (Meinhofer and Witman, 2018).
Marketing Mix
The term marketing mix is defined as the process or actions taken into consideration by
the company in order to promote their product and services in the target market effectively. It is
basically the combination of various marketing techniques used by the business in order to
enhance their brand image in the marketplace. The 7Ps makes the whole marketing mix. In case
of Tailsco limited, planning to tap in the German and Chinese market, the marketing mix for
both the country is highlighted below:
Marketing mix elements Germany China
Product – It is the commodity
offered to the customers in
order to satisfy their needs and
wants.
Tailsco limited animal
nutritions especially for dogs
and other pet, the company
offers mainly offers tailor
made dry foods, puppy food
and wet food and so on. While
tapping into the German
market the main of the
In case of Chinese market,
number of people owing a pet
is relatively low, so the main
focus of the company will be
on offering tailor made dry
foods and wet foods in order to
capture the market (Rahman
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company will be on offering
puppy food because there are
large number of puppy owners
in the Germany.
and Ayaz, 2018).
lacePrice- It is the value given
by the customers in exchange
of the commodity brought.
While tapping in the German
market the company will be
using competition based
strategy which will allow
company to gain competitive
advantage in the marketplace.
In case of Chinese market, the
company will be using cost
plus pricing in order to tap into
the Chinese market and attract
large number of customers.
Place – it is defined as the
location where the company
will be offering their product
and services
In case of chosen company
while tapping in the Germany
market, the company will be
focusing on the urban market
place in order to attract
customers
While tapping into the Chinese
market, both urban and rural
area will be focused by the
company in order to enhance
their customer base.
Promotion- it involves various
tools used by the company in
order to make customer aware
of the products and services
The company will be using
social media marketing in
order to attract the customers
in the German market.
While tapping in the Chinese
market hoardings as well as
social media marketing will be
used in order to attract
customers.
Physical evidence- defining
the actual presence of the
company in the marketplace.
Company's brand value and
online platforms will be the
company's physical evidence
in the German market.
In case of Chinese market,
company's product and
services as well as effective
presence in the china's market
place.
People- it includes the human
resources involves in the
overall business model
The employees of the company
will be the company's people
in the German market, and also
customer satisfaction as per
In case of Chinese market, the
employees as well as the
suppliers of the company will
considered as the people who
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their needs has be satisfied regularly.
Process- it is defined as the
systematic procedure followed
by the company to reach target
customers.
The company will be
following systematic process
allowing customers to easily
find their products in the
German market.
The company will follow
innovative production and
logistic service process in
order to meet required needs of
the customers (Tang and
Mesfin, 2020).
Conclusion
From the above discussion it has been analysed that the internationalisation of the
company into the international market will help the company to enhance their market and
customers base. Through the effective market analysis of the both the EU and Non EU market
the company will gain more competitive advantage in the EU market. This report helps in
analysing the market entry strategy and marketing mix of the chosen company for both the
countries.
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References
Books and Journals
Baena, V., 2018. The effect of franchisor characteristics and host country features on the foreign
entry mode. Lessons from the Spanish franchise system lessons from the Spanish
franchise system. International Journal of Business and Globalisation, 20(4), pp.457-
478.
Freyer, W., 2018. Sport-Marketing. Erich Schmidt Verlag.
Gardiner, S. and Scott, N., 2018. Destination Innovation Matrix: A framework for new tourism
experience and market development. Journal of Destination Marketing &
Management, 10, pp.122-131.
Geranmayeh, M. and Geranmayeh, M., 2019. Evaluation and study of effective factors in
absorbing the sources by marketing mix in Bank Saderat Iran. Jounal of Marketing
Management, 14(44), pp.95-111.
Klichandeang, N. and Singchai, K., 2018. Customer satisfaction evaluation by using service
marketing mix model: A case study of budget hotel at Rayong province, Thailand. The
Journal of Social Sciences Research, pp.104-109.
Luo, Y. and Bu, J., 2018. Contextualizing international strategy by emerging market firms: A
composition-based approach. Journal of World Business, 53(3), pp.337-355.
Meinhofer, A. and Witman, A.E., 2018. The role of health insurance on treatment for opioid use
disorders: Evidence from the Affordable Care Act Medicaid expansion. Journal of
health economics, 60, pp.177-197.
Rahman, M.K.U. and Ayaz, M., 2018. The Impact of Marketing Mix on Customer Buying
Behavior: A Case Study of Footwear Industry. NUML International Journal of Business
& Management, 13(1), pp.107-117.
Tang, Z.Y. and Mesfin, H., 2020. Research on the Effect of Marketing Mix on the Competitive
Advantage: A Study of Selected Small and Medium Enterprises in Bole Sub City, Addis
Ababa, Ethiopia. International Journal of Management Science and Business
Administration, 7(1), pp.15-28.
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