QUESTION
International Diploma in Business E-Commerce
International Marketing Strategy June 2012 Final
©NCC Education 2012
POSTGRADUATE DIPLOMA IN
BUSINESS MANAGEMENT
MODULE:
INTERNATIONAL MARKETING STRATEGY
ASSIGNMENT TITLE:
STRATEGIC MARKETING
– FROZEN FOOD MANUFACTURER
JUNE 2012
Important Notes:
Please refer to the Assignment Presentation Requirements for advice on how to set out your
assignment. These can be found on the NCC Education Campus. Scroll down the left hand
side of the screen until you reach Personal Support. Click on this, and then on Policies and
Advice. You will find the Assignment Presentation Requirements under the Advice section.
You must familiarise yourself with the NCC Education Academic Dishonesty and Plagiarism
Policy and ensure that you acknowledge all the sources which you use in your work. The
policy is available on Campus. Follow the instructions above, but click on Policies rather
than Advice.
You must complete the ‘Statement and Confirmation of Own Work’. The form is
available on the Policies section of Campus. Scroll down the left hand side until you reach
Personal Support. Click on this and then click on Policies and Advice.
Please make a note of the recommended word count. You could lose marks if you write 10%
more or less than this.
You must submit an electronic copy to the NCC Education Campus (full instructions detailed
at the end of this document). Media containing viruses, or media which cannot be run
directly, will result in a fail grade being awarded for this module.
All electronic media will be checked for plagiarism.
Marker’s comments:
Moderator’s comments:
Mark: Moderated Final
Mark: Mark:
Introduction and Aim
This assignment requires you to demonstrate many of the skills you have learned throughout the
course of this module. Essentially, you are required to produce a fully referenced academic report.
Compulsory Contents
The 3000 word Academic Report (Task One)
Assignment
Assume you are in charge of International Marketing in a frozen food manufacturing company,
based in the UK. Note: you need to research, select & justify a company suitable for this
assignment. You are to research & propose the launch of your chosen organisation’s products into
a specific NEW foreign market, i.e. a country that your chosen organisation does not currently
export to. Note: you need to choose & justify your destination market.
To do this you will address the three sections below, and compile your findings into a 3000 word
report. Throughout you must demonstrate your wider reading of appropriate academic literature
(i.e. fully reference using Harvard or APA format), in order to support your viewpoints.
Assignment Detail
You are to produce an academic report that covers the following issues:
Task 1
Discuss Market Selection & your final destination country. Also include an Environmental
Analysis. (1200 words)
Guide notes: Justify your choice of international market for your organisation through a critical
examination of its market environment. Use relevant marketing tools & techniques for this (justify
your selection) & underpin your answer with references to relevant academic marketing literature.
Consider aspects of culture and buyer behaviour, and how these present opportunities and threats to
you, the marketer, in your chosen destination country. Include a discussion of legal & ethical
issues in your answer. Again, underpin your answer with references to relevant academic
marketing literature.
You may also wish to discuss how social networking tools can be used to support market selection
& environmental analysis. (Worth 40%)
Task 2
Devise a Marketing Mix Strategy for your selected products & destination combination from
Task 1 above. (1200 words)
Guide notes: Use relevant marketing tools & techniques for this (justify your selection) & underpin
your answer with references to relevant academic marketing literature. In addition, discuss &
justify which elements of the chosen marketing mix strategy should be standardised or adapted –
justify your answer. (Worth 40%)
International Marketing Strategy June 2012 Final
©NCC Education 2012
Task 3
Develop a Foreign Market Entry Strategy for your selected products & destination
combination from Tasks 1 & 2 above & discuss how Social Networking tools could be used to
promote/support this. (600 words)
Guide notes: Critically discuss the market entry strategy process that is most appropriate for your
chosen products into the proposed international market.
Again, you may wish to discuss how social networking tools could be used to promote & support
your foreign market entry strategy. (Worth 20%)
Guidance
International Marketing Strategy June 2012 Final
©NCC Education 2012
Total marks 100%
Complete all the tasks sequentially. Consult with your tutor if you are uncertain about any aspects
of the assignment.
Submission Requirements
• A single word processed document containing all reports and other documentation i.e.
explanations, output reports and page images of graphic tools etc. pertaining to all
tasks.
• Maximum word limit is 3000 words (+/- 10%) not including the appendices.
• The document should be properly structured with a bibliography (online and literature sources)
and appendices (where necessary). Refer to the Assignment Presentation Requirements on
Campus for more information. (See front cover).
• Produce clear and specific reasoning and argument to justify answers.
• An electronic copy of the document must be submitted to the NCC Education Campus in the
following way:
o Log on to the NCC Education Campus (http://campus.nccedu.com
) using the username and
password given to you upon registration to the programme
o Click on ‘My Programme’ on the menu on the left hand side of the page
o Click on ‘Postgraduate Diploma in Business Management’
o Click on ‘Assignment Upload’ on the menu bar that runs along the top of the page
o Click on the relevant module name for the assignment that you are uploading
o Click ‘Submit a new assignment’
o Browse for your assignment file and fill in any necessary additional information
o Click OK
o Wait for confirmation that your assignment has been successfully uploaded
Warning: all media must be virus free!
Media containing viruses, or media which cannot be run directly, will result in a FAIL grade being awarded
for this module.
You must read and understand NCC Education’s policy on ‘Academic Dishonesty and Plagiarism’.
You must complete the ‘Statement and Confirmation of Own Work’ form and attach the completed
form to your assignment.
SOLUTION
Druban Foods is mainly into food processing of frozen foods and off late their has been a lot of new business opportunities that have come on our way. One such business opportunity is exporting our products to countries Asia Pacific countries where there is great scope of our products. As per Daniels (2007) The countries out there are also well versed with the business topologies that we have and thus, their won’t be any kind of problem for the project.
The main marketing tool that we would be using is to tap the markets from grassroots. For that we have to set up agencies who would be working for us and thus they would be getting commissions for each and very sale that they would be making. Hence it is important in the initial stages to market our products in the best possible way. We have to get in depth of the target audiences and then only would we be able to get to know the pinch of what is being required by the end clients.
We have also seen that people have demanded our product in America and Canada and are also willing to spend good amount of money for these products. Thus, it is important that we see the practical aspect of it and bring in one of the best known frozen food so that the rarer more consumers that can be targeted by this move. We have now to finalize on the entry path of these countries because it is only through these areas that we would be able to gain good returns.
In order to get more details on it, I have developed a project on the new business opportunities and thus found out a lot about the cultural, tradition and the economic conditions of these countries. The main countries where we can try our hand would mainly include Japan, Malaysia, Singapore, Hawaii, US and other small states. These states have a great scope in exportation of our product and these states would mainly fetch us a lot of good currency for our products. Let’s now understand all the countries in a bit more details and try to figure out what can be done. Out of above the main country that I have chosen is Japan.
Country Identification-Japan
Gaining Entry
In order to gain entry in particular country, there is less taxation policy and if we have god tie up and set up with the local vendors then their won’t be any kind of problem. The main thing is that our product would find major stake and partnerships in the country. Sullivan(2007) says that there are some custom rules on the perish ability of our product but still it won’t be having that much impact on our product as we have a god share in making our product the best known one.
Currency
The currency of Japan is Yen which again is strong but still we can get good business deals for our product and thus it can be resolved. I would mainly suggest that we strongly go in the initial stage with local manufacturing as we have to make our products as per their own demands. If this demand is not kept then, their would be a lot of problems for our product.
Strategic Approach
The main strategy should be in terms of the marketing and mass promotional strategies that should be used. This would enhance the production to great extents.
Local Manufacturing or FDI
Japan is mainly a capitalistic and democratic kind of country having its own elected presidents and leaders. We all know that Japan is a developed country and has god capability to make god progress in all the major areas such as technology and capital markets. Off late it was stuck up with massive Tsunami and earthquake which jolted the law and order but still the country possess to be one of the good prospects for our company. Thus in the initial stages, I would suggest to go in with FDI.
Modifications needed
Our product should be advertised in the local Language of Japan. This would make sure that our product gains maximum competitive change and we get to know the best possible out come.
Singapore Entry
Gaining Entry
Singapore is another small country in the outskirts of Asia and it brings into light how a small city can be developed into big one. The best way of coming and entering into this segment I through the way of FDI
Currency
The currency of Singapore is mainly Singapore Dollars and it also terms out to be a weaker currency as compared to our NEW Zealand Dollars.Thus, their wontbe any kind of trading problems with this country.
Strategic Approach
Another man thing that should be kept in mind is the internal policies of the country. The internal policy of the country is sound and there is more exposure to small Economic Zones that are being set up. We can set up our base in the economic zones and bring out something good for our company.
Local Manufacturing or FDI
FDI rules are not that strict and the government wants to bring in more of FDI revenues and capital in the country. Thus, FI and setting up our own manufacturing base would mainly be the best example and we should make sure that there is god quality of products that are being produce d and that is mainly been liked by the local people.
Modifications needed
The only modification here as well would be in terms of the advertisement part. Rest all components can be the same.
Plan of action of Exporting
When we think about Exporting a products other country, the main thought that comes tour mind is how to exported and what should be the medium. To make things simpler, we need to first do an analysis as to how to export a particular commodity to particular country. We have now chosen our commodity as frozen food and thus we have to first have a look as to what all are the custom rules and regulation of exporting that particular product.
As per my analysis of Frozen Food, the countries do not have huge exporting barrier of it and thus by simply paying some local custom taxes and other port charges we can export the product to that particular country. As per Jean-Loup (1995), now before exporting the product to that country we also have to understand as to who all would be buying our product out their and we have to first negotiate some deals with them.
I have spoken with some domestic frozen food traders out their and they are happy to buy our product at good margins. The proposes rate of selling the honey out their has been kept at 50 $ per liter of money which is quite a good money for all our products. This money would be good in terms of exporting a particular set of it and also paying away with customs and port charges. Te client is also happy in sending us some advance payment so that we can send our products out their. Thus, this is one of the basis and initial steps that any company which is into the process of exporting should analyze and do it in advance. Without this process, it would be really tough to market our products r their in any kind of environment.
Environment Scanning
It is important for us to scan the local environment to the bets of the knowledge. The local environment of Japan and Singapore would mainly be more or less associated with the western attire asthey are nowadays using a lot of western products in their day to day market. We also have to acknowledge the fact that scanning would mainly improve the overall structure of the company. Hence it is very important for us to scan the local market before we enter into any sort of trading andtheir would be more positive results that would be coming down the way.
It is only with the help of local scanning that companies are able to taste success andthey would be able to know what is being required at what level. Theywould thus be able to understand the nitigrities of the markets and hence they would be in a good or bad position to take any sort of decision on the same. Hence it is important for us to scan the local markets of Japanas well as Singapore so that we are able to have an idea of what is good and what is bad that is happening for the economy. By this we would be able to get atrue picture andhence the targeting of products would be in the appropriatesense. We would be able to get the correct picture andthus we can eliminatethe chance of our products going down the track.
Thus, we now can get a good picture as to what is the nature of the government and how does one company deal with other companies. The main arena of trade is that the government ahs good support with the traders and both the countries enjoy good attorney for trade. This is good trade relations of one country with that of anther and thus, people also do not feel that there is any id ogiasnes of traders with other trades. Good and peaceful activities happen between each other and thus, there is good and prosperous kind of making. What else in important is that people like to trade with Japan and this is on of the biggest plus point for our company.
Internal structure
The internal structure of our company is mainly based upon a lot of factors. The main thing about finding out the internal structure is to access the amount of trade that we can d keeping in mind all other kind of factors. As per Barczak, Gloria (2003), it is very important to find out the source of all these factors and to bring out something competitive in nature. The internal structure of our company mainly comprises of the core international marketing team which would analyze to what all are the credible sources of expiring and how to get the best possible out come. The main outcome would come if their is good and of promotion and targeting of our products in the International Arena.
The marketing team needs to fist analyze s to the amount of trade that our company would do with the rest of the world. Since, we now know that our company is good in Frozen foods and we also selected the target audience for our honey, thus we now need to make sure that these production is bound to be good and best in nature. The marketing team need to analyze the possible sources of promotion of our predicts. Internet and social networking sites like Face book, orkut, Twitter are one of the best areas from where the promotion of our products can e done.
The sources mainly helps in making good contacts with the rest of the world and thus brings out what is not their in the picture. People need to understand that all depends upon the kind of a marketing that our company would doso as to make the best possible outcome available to the end consumer. We have now jotted doen the main areas as to where we have to spend or money into and the budgets that needs to be made while prompting our products in the online and offline modes.
Marketing Mix
Price
The prices for our commodities would be asper the industry standards. We would be first noticing as to what is the prices that our competitors are offering and then we would analyze it andput less value to our products. Then only would we be able to enter into the domestic territory of Japan and Singapore.
Place
Japan and Singapore people have more or less same kind of resemblance in terms of people andtheir preferences. Thus the place of exporting and starting our business would be good and their would not be any sort of problems for the same.
Promotion
Online promotion is the best method by which we can target our prospects. Online promotion like promotion through our websites would be the bestpossible fit. We also haveto make sure that people are able to understand dour products in the best possible way.
Physical distribution
The distribution of products should be on the basis of demandandsupply. We should be having marketing team that is being deployed in the country first and explore the opportunities that would be arising out of it. Later on we should be able to deploy our marshals for the production though agents.
Conclusion
Our company which is mainly into frozenfood processing would make a global presence in these countries which would increase our tie ups and market share in the market. This would mainly mean that we would be one of the best known brands in the market and their would be very less competitors for us. Also our product would mainly cater to the local needs and wants and this would mainly involve a lot of costing which would be done in accordance with the local costing rules.
In the initial stages, we would mainly export our product to these countries and look forwardfor acceptability of our products. If the demand of these products increase then, we would mainly sell more of the goods out their. By accessing the demand and supply relationship after a period of 1 year we can introduce other products which are their in our pipeline.
I feel that this strategy would mainly be successful in long run and short run and their can be a lot more factors that could be added at a later stage of the product development. What more is involved and needed is that their can be more development in the product range which would be more into processing and their can be a lot more diversification which can be involved. In short, a very good project and needs to be developed more so that there is good growth scope.
Bibliography
Aaker, , E. (1999). The Lure of Global Branding. Harvard Business Review (November-December):137-144
Agrawal, (1994). Review of a 40-year debate iunternational advertising: Practitioner and academician perspectives to the standardization/adaptation issue. International Marketing Review 12 (1): 26-48.
Anon. (1979).Adapting export packmaging to cultural differences. Buskiness America; Dec 3, 1979; 2.
Archawski, Jean-Loup (1995). The long farewell: Peugeot’s departure from the U.S. market. Business Horizons (May-June)
Baalbaki, Imad B; Malhotra, Naresh K. Marketing management bases for international market segmentation: An alternative look at the standardization/customization debate. International Marketing Review; 1993; 10, 1; pg. 19
Barczak, Gloria (2003). Managing Global New Product Development Teams.Institute for Global Innovation Management Working Papers.
References.
Daniels, J., Radebaugh, L., Sullivan, D. (2007).
International Business: environment and operations, 11th edition
Travis, T. (2007).Doing Business Anywhere: The Essential Guide to Going Global.
Hoboken: John Wiley&Sons.(2008)
Baalbaki, Imad B; Malhotra, Naresh K. Marketing management bases for international market segmentation: An alternative look at the standardization/customization debate. International Marketing Review; 1993; 10, 1; pg. 19
Barczak, Gloria (2003). Managing Global New Product Development Teams.Institute for Global Innovation Management Working Papers.
Bartlett, C. A. and S. Ghoshal (1989).Managing across borders: The transnational solution. Cambridge, MA: Harvard Business School Press.
Benady, A. and Simonian, H. (2005).Nestle’s new flavour of strategy: Global Selling: The world’s largest food company has put marketing at the heart of its plans for future growth. Financial Times (February 22, 2005): 13.
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