Global Marketing Strategy: Tasmanian Waters Expansion to UK

This report evaluates Tasmanian Mountain Waters' plan to expand into the UK market with its natural spring water. It assesses the economic, financial, political, legal, socio-cultural, technological, and environmental factors influencing market entry. The report identifies direct exporting as the most suitable entry mode and suggests a penetration pricing strategy. It also recommends targeting events, higher-budget weddings, large corporations, and hotels for better market penetration. The analysis includes competitive strategies like product differentiation and innovation, and distribution strategies involving major retailers and e-commerce services. Desklib provides access to similar solved assignments and study resources for students.

GLOBAL
BUSINESS
MARKETING
STUDENT NAME
DATE – 01/19/19

Introduction
• Globalization approach
• International strategies
• Boost economic growth
• Market expansion to United Kingdom
• Based on previous assignment
• Selected organization : Tasmanian mountain waters

Market selection
• United Kingdom
• All individuals
• Major companies
• Education centres
• Universities
(Source:
tasmanianmountainwaters,
2019)

Market
entry
mode
• Various internal market
entry modes available
• Selected as per
advantage, limitations
and suitability
• Most suitable for
Tasmanian Mountain
Waters: Direct Exporting

Competitive strategy
• Major competitors : Evian,
Highland Spring Water,
Volvic, and Buxton Spring
• Product differentiation
• Product innovation
• Product availability
• Market development
Ansoff’s strategy analysis matrix
(Source: Mindtools,
2018)

Pricing strategy
• Four possible pricing
strategy according to
product strategy matrix
• Suitable for Tasmanian
Mountain Waters:
Penetration pricing
• High quality product
• Lower prices Figure 1: Pricing strategy matrix (Source: (mindtools, 2018)

Promotion strategy
Promoti
onal
tools
mix
Popular
brand
ambass
ador
Sponso
rship
Publicit
y
Social
marketi
ng

Distribution strategy
• Strategy to reach final
users
• Suitable to enter United
Kingdom and
distribution strategy
include:
• Major retailers
• E- commerce services (Source:
tasmanianmountainwaters,
2019)

Recommendations
• The recommendations
that would be made to
Tasmanian Mountain
Waters for better
strategies, and more
successful business in
United Kingdoms
Target events and
higher budget
weddings
Early promotions

Recommendations
Target large
corporations
Target hotels

Conclusion
• International marketing strategies
• Tasmanian Mountain Waters
• Market selection : United Kingdom, Education centres,
individuals
• Entry mode : Direct Marketing
• Competitive strategy : Product availability, innovation,
differentiation
• Pricing strategy : Penetration pricing strategy
• Promotion strategy : Extensive promotion

ANY
QUESTIONS ?