Marketing Plan: The Vegan Kind's International Expansion Strategy

This report provides an international marketing plan for The Vegan Kind, a UK-based firm specializing in vegan products, focusing on entering the Australian market. It begins with an introduction to the company's background, origin, and strategic objectives, followed by an overview of its local and global operations and international competitiveness. The report details the selection of Australia as the target market, utilizing the STP (Segmentation, Targeting, and Positioning) marketing model to identify the best approach. Different market entry modes, including exporting, franchising, and joint ventures, are evaluated. The analysis extends to the company's international marketing strategies, considering standardization and adaptation, with recommendations provided to enhance operations in the new market. The Vegan Kind aims to leverage its mission of providing sustainable, cruelty-free products to capture a significant share of the Australian vegan market.

International
Marketing
Management

EXECUTIVE SUMMARY
It is analysed that international marketing management help in proper planning and
execution of plans so that organisation can effectively operate their business in international
market. Organisation's local and global operations should be evaluated so that a company can
identify the competitiveness of international market which help them in smooth operations. In
order to enter the international market company have to analyse the environment which can best
suited to their operations and products so that they can earn higher revenues. Companies uses
different entry methods to enter the international market so that they can offer products and
services which are highly demanded by their targeted audience. Different international marketing
strategies are evaluated which help organisations in adapting changes according to the new
targeted market. Recommendations are also mentioned so that company can improve their
operations in new international market place.

Table of Contents
EXECUTIVE SUMMARY.............................................................................................................2
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Introduction of firm, background, origin and strategic objectives.........................................1
An introduction to organisation’s local/global operations and their international
competitiveness......................................................................................................................2
Decide which international market company will enter.........................................................3
Different entry modes which can use company to enter international market.......................4
Evaluation of the company’s international marketing strategies in the new targeted market4
Recommendations..................................................................................................................6
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
International marketing management comprises of various activities so that business can
perform in effective manner. Those activities can be categorised as promotion, planning, pricing
and controlling all the activities of company which are related with their goods and services. It
majorly focus on maintaining cultural relationship with different countries so that company can
satisfy the needs of people across the world (Gomes, Sousa and Vendrell-Herrero, 2020).
Managing international marketing results in peace and harmony between countries which creates
sense of interdependence among them. This report is based on The vegan kind which was
founded in 2013 by Scott & Karris McCulloch who are husband and wife. They have expanded
their supermarket in 2016 by offering vegan products for their customers. This report will
include the introduction of company along with its origin, background and strategic objectives. It
also involves the brief introduction of the local and global operations in it's international
competitiveness. An intimate international market have to select so that company and in order to
expand their business in that particular market along with evaluation of different entry modes
which company will use. Different marketing strategies are evaluated in this report in context to
new international market. At the end, recommendations are mentioned how can firm better
operate in new market is also mentioned in this report.
MAIN BODY
Introduction of firm, background, origin and strategic objectives.
The Vegan kind was established in 2013 which includes large range of approximately 5000
vegan products. It is the leading vegan shop of UK which based on the mission that they provide
low impact and sustainable products, cruelty free and 100% plant based products and climate
positive workforce. The business involves team of family who provides free standard shipping
and vegan rewards to their customers (Miguel, 2021). The Vegan kind provides supermarket
facilities to people by offering vegan products such as daily essentials, luxury vegan items,
household and fashion items, vegan pet articles, vegan gifts and cruelty free cosmetic products.
They contribute their efforts in maintaining vegan lifestyle by inspiring all over world to opt for
vegan products. The main focus of The Vegan kind is on saving animals, humans, nature and
plants from unnecessary damage so that all can live in more conscious and better manner. They
provide easy shopping facilities to their customers through online website which save lot of time.
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Vegan cheese, dairy free mayonnaise, vegan chocolates, cruelty free makeup items and plant
based milk are their high selling products in market. The vegan kind ensures reliable and quick
services to their customers because their 95% of orders are fulfilled on the same day (Napoli and
Ouschan, 2020). They also involves donation of earnings to charities which are related to
animals from the beginning of their operations. Main objectives of The Vegan kind are
mentioned below:
 To maintain the lifestyle of customers that eliminates exploitation of animals and nature
for the purposes of getting clothes, foods and makeups.
 To utilise the resources in potential manner so that they can increase sustainability of all
the available resources.
 To educate people about balanced vegan nutrition which help them in maintaining
positive environment along with maintaining healthy lifestyle.
An introduction to organisation’s local/global operations and their international competitiveness.
The increasing demand of vegan products help The Vegan kind in offering their product
and services in different areas. Initially, the founders of The Vegan kind could not afford to hire
staff for their operations and they both struggle by working as a full time to save money (Akter
and et.al., 2021). After the rise in demand for Vegan products help them in grow their business as
they offer high quality products to their targeted customers. To promote their business in local as
well as in global market, they used various marketing operation strategies which helped them in
attracting customers. Those strategies are discussed as follows:
Google ads: The vegan kind built the various keywords for searching their brands on
Internet which provide them higher popularity in local and global market. With the help of
Google ads, they attracted large number of customers from all over the world in effective and
efficient manner.
Vegan influencer marketing: They hire various influencer who can review their
products on various social media platforms such as Pinterest, Facebook, Snapchat, Instagram,
YouTube and Twitter with the help of their independent blogs. Recommending vegan products
on these platforms help The Vegan kind in engaging more customers on regular basis. These
marketing operations help them in increasing and establishing their brand awareness in local and
global areas which results in higher revenue generation.
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It is analysed that there are various emerging competitors of The Vegan kind such as
Greenlane, Bretford, Havenly and Teami. They are also focusing on capturing the global market
platform for their products and services (Battisti and et.al., 2021). The objectives and mission of
The Vegan kind is very attractive which help them in longer sustainability in local and global
market. They provide higher quality products along with most effective customer care services
who help their customers 24*7 over internet.
Decide which international market company will enter.
The vegan kind is planning to expand their business in international market so that they can
acquire large market area by offering their higher quality vegan products. The international
market which they have selected for their products is Australia because it involved large number
of people who prefer vegan products (Farrell, 2020). Before entering the international market it
is important to evaluate the targeted audience along with different segments and their positions in
particular market. It will help The Vegan kind in manufacturing products according to the taste
and preferences of the targeted audience. To identify this, they have used STP marketing model
which is discussed below:
Market Segmentation: It identifies common traits of the consumers in market which
help businesses in developing relevant marketing campaigns which can engage large number of
customers. The Vegan kind use this audience insight in order to identify the taste and demands of
people according to the segmentation variables. These variables will include demographics such
as age, ethnicity, gender, etc. Geographic variables like region, city, climate and country. Other
variables which help The Vegan kind are psychographics, values, life stages and behaviours.
Market targeting: After the evaluation of the segment of different variables it is
important to identify the best suitable target audience for the vegan products (Cateora and et.al.,
2020). The Vegan kind various segments of the Australia to offer their products such as
demographic and geographic because it promotes healthier lifestyle. Marketing campaigns which
are developed at this stage will engage people who are interested in vegan products which will
help The Vegan kind in optimum utilisation of resources.
Market positioning: This stage includes the final production and offerings for the
targeted customers in order to achieve competitive advantages (Pegan, Vianelli and Luca, 2020).
The goal of The Vegan kind is to position their brand in perception of customers by offering
higher quality vegan products. This attracts customers who are conscious about the nature and
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want cruelty free products. They provides various offers and vouchers to their customers so that
they can sustain for longer time in international market.
Different entry modes which can use company to enter international market
It is important to identify the entry modes which will best suited for an organisation to
enter an international market (Griffith, Dean and Hoppner, 2021). There are various entry modes
are discussed below which The Vegan kind uses to enter the market of Australia is as follows:
Exporting: It is the most common entry mode which is used by most of the organisations
to enter the international market area without any difficulties. It involves direct selling of
products and goods in targeted market as it involves lowest risk. The vegan kind opted this and
entry method because it is cost effective as it does not involve extra cost of production in
selected country because they can produce products in their home country.
Franchising: In this type of entry method company can grant their intellectual property
rights to their respective franchisee in international market (Zeneli, Czinkota, and Knight, G.,
2018). Franchisee have to follow all the rules and regulations which are written down in the
agreement so that they can maintain the brand image. The vegan kind also gave the property
rights to company which is located in Australia so that they can cut down excessive cost of
transferring and locating their infrastructure in international market.
Joint venture: Under this entry method organisation can effectively expand their business
in targeted international market in effective manner. It involves two companies which jointly
agreed on commencing their operation with the help of interdependence of each other. The vegan
kind also establishes joint venture with the business which is located in the targeted market
which is Australia. It helps them in understanding the international market in effective manner
because the local company help The Vegan kind in understanding the business environment
which is positive factor for them.
Evaluation of the company’s international marketing strategies in the new targeted market
Standardization refers to the uniform application of the same marketing mix across all
countries. In this situation, the company just copies the same strategy throughout all of its
markets without making any changes. Firms that use the standardisation technique are typically
those that are new to exporting or those who want to save money through economies of scale,
and for whom an adaptation stages would be prohibitively expensive The Vegan kind modifies
their products according to the demands of the local consumers of that particular market
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(Milanesi, M., Gigliotti, M. and Runfola, A., 2020). On the other hand, every country and market
has its own marketing mix, which is referred to as adaptation. The adaption approach is focused
toward addressing market needs, with all business actions planned with the goal of efficiently
meeting specific needs while respecting local consumer values. The Vegan kind uses various
product strategies in order to offer their products in Australia are discussed below:
Product standardization: The company launches the same product in the international
market. Such operations makes sense when the product's nature makes it useful to clients in
several marketplaces. The application of this method is simple and inexpensive for The Vegan
kind. It is effective for them to capture the large market by offering quality vegan products
without involving huge capital.
Product adaptation: It involves changes and alterations in the properties of product which
the company offer in particular international market (Nes, E.B., 2018). The vegan kind may
include some of the changes and their portion of food, packaging and symbols which can relate
to the culture of that particular market.
Pricing policies related to international markets
Price standardisation: It usually refers to the introduction of separate pricing policies
for the targeted international market because of difference in their competition and their wealth.
The vegan kind also offers prices which is best suited for the market of Australia so that they can
effectively acquire the market.
Price adaptation: This involves modern communication technology so that The Vegan
kind can make prices according to their budget which are suitable for global market.
Distribution policy for international markets
Distribution activities on the worldwide market are concerned with the placement of
products on the market in the proper form, location, and time (Czinkota and et.al., 2021).
However, the activities must adapt to and vary with the other tools of the marketing mix. The
primary purpose of distribution policy is to eliminate geographic, temporal, and ownership
challenges to distribution that exist between the maker and the final client. International sales and
industrial activities rely heavily on international logistics which can affect The Vegan kind.
Promotion policy for international market
It involves different promotion policies so that company can attract the potential customers
of vegan products. Promotion can be based on various cultural and social factors of that
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particular international market. The Vegan kind adopts standardisation and adaptation practices
according to attitudes and preferences of the targeted customers. Quality and nature of the
product also affects the type of promotion which will best suitable in international market.
Recommendations
 Organisation should maintain a strong supply chain in order to maintain the effective
production which involves delivery of raw material and other equipment on right time
without any delay (Crespo, Crespo and Curado, 2022). The Vegan kind should maintain
and establish good relationship with their supplier from all over the world so that they do
not face any challenges in production for international market.
 The Vegan kind should involve extensive research and development for the evaluation of
the targeted market so that they can achieve higher competitive advantages. Advanced
technologies can help them in upgrading their vegan products which results in higher
profitability.
CONCLUSION
From the above report it can be concluded that international marketing management plays
essential role in managing resources across the boundaries so that company can commence
smooth operations. Various activities like managing flow of products and goods, production,
finance facilities and personnel activities are managed under international marketing
management. It creates interdependence and establish good relationship among different
countries so that the individual company can contribute in the generation of higher economics of
the country. This report involves the local and global operation that a firm commence in
international market along with the identification of international competitiveness. Different
market entry methods are discussed in this report which can be used by company to enter
international market in effective manner. It also includes the evaluation of organisation 's
international marketing strategies which help them in new market. At the and recommendations
are also mentioned so that the company can effectively operate business in new international
market.
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REFERENCES
Books and Journals
Akter and et.al., 2021. Big data-driven strategic orientation in international
marketing. International Marketing Review.
Battisti and et.al., 2021. International marketing studies in banking and finance: a comprehensive
review and integrative framework. International Marketing Review.
Cateora and et.al., 2020. International marketing. McGraw-Hill Education.
Crespo, C.F., Crespo, N.F. and Curado, C., 2022. The effects of subsidiary’s leadership and
entrepreneurship on international marketing knowledge transfer and new product
development. International Business Review, 31(2), p.101928.
Czinkota and et.al., 2021. Marketing Management: Past, Present and Future. Springer Nature.
Farrell, C., 2020. Do international marketing simulations provide an authentic assessment of
learning? A student perspective. The International Journal of Management
Education, 18(1), p.100362.
Gomes, E., Sousa, C.M. and Vendrell-Herrero, F., 2020. International marketing agility:
conceptualization and research agenda. International Marketing Review.
Griffith, D.A., Dean, T. and Hoppner, J.J., 2021. Choices and Consequences: Recommendations
for an Improved Understanding of Cultural Distance in International Marketing
Research. Journal of International Marketing, 29(3), pp.23-42.
Miguel, R., 2021. Vegan with Traces of Animal-Derived Ingredients? Improving the Vegan
Society’s Labelling. Journal of Agricultural and Environmental Ethics, 34(1), pp.1-14.
Milanesi, M., Gigliotti, M. and Runfola, A., 2020. The international marketing strategy of luxury
food SMEs: The case of truffle. Journal of Food Products Marketing, 26(9), pp.600-
618.
Napoli, J. and Ouschan, R., 2020. Vegan stories: revealing archetypes and their moral
foundations. Qualitative Market Research: An International Journal.
Nes, E.B., 2018. The Role of Country Images in International Marketing. Bridging Disciplinary
Perspectives of Country Image Reputation, Brand, and Identity.
Pegan, G., Vianelli, D. and Luca, P.D., 2020. International Marketing Strategy. Springer.
Zeneli, V., Czinkota, M.R. and Knight, G., 2018. Terrorism, competitiveness, and international
marketing: an empirical investigation. International Journal of Emerging Markets.
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