This is assignment 3 of subject "International marketing". Based on Assignment 2 (will attach here), using the same SME (Finding keepers-Australia), Assignment 3 has to be done. It is 2500 words excluding references and appendices. I will provide a sample assignment just for reference purpose. please refer to the subject outline and follow the marking rubrics.
Building the knowledge base
Learning objectives 1. Understand the role research plays in
international marketing. 2. Discuss the role of secondary research in
international marketing. 3. Evaluate the use of primary research in
international marketing. 4. Realise the importance of an international
The ‘systematic and objective identification, collection, analysis and dissemination of information for the purpose of assisting management in decision making related to the identification and solution of problems and opportunities in marketing’.
Market research defined
• Links the consumer, customer and public to the marketer through information
• Helps to improve decision making • Helps to solve marketing problems
Evaluating secondary data
for Using Secondary
Kotler, P., Brown, L., Adam, S., Burton, S., & Armstrong, G. (2018). Marketing. French Forest, NSW: Pearson Education.
Quality of data source. Quality of data (i.e. accuracy, current)
Compatibility and comparability of data
Sources of data • Governments and government
websites • International organisations; for
example, UN, UNCTAD, WTO, IMF, OECD, WB, APEC and ASEAN- FREE DATA
• Service organisations; for example, banks, accounting firms, freight forwarders, airlines and international trade consultants
• Trade associations such as trade clubs, and domestic and international chambers of commerce
• Directories and newsletters • Electronic information services such
as online databases and search engines, and news agencies
• Other firms and distributors
What information would the brand Starbucks wish to have before entering a new market- say Sri Lanka?
What information would Fonterra (dairy) wish to have before entering a market?
What kind of data would you use to answer some of these questions in the first instance?
Recognising the need for research, along with an international marketing plan – what kind of data would you use to answer some of these questions in the first instance?
Is there a market for your product/service- take coffee as an example here?
Data Relevance Accuracy- Source
Global/regional coffee consumption?
Export of coffee by country?
Import of coffee by country?
What kind of data would you be looking to use?
Sources of data- My two top choices
Criteria Statista ICO
Relevance √ √
Accuracy √ √
Current 2018 2018
Impartial √ √
Cost !!!!!!!!! Free
Countries in Asia with highest coffee import
The primary research process
• Fills specific information needs • Used for strategic marketing plans • Analysis of international segmentation variables • What is the market potential for our product? • How much does the typical consumer spend on our
product? • What will happen to demand if we raise the price of
our product? • What effect will new packaging have on ‘green’
Research on the web • Web-based research is a
natural means for gathering consumer information quickly and cost-effectively: – low barriers to entry – email-based surveys – polling
• Use social networks to access particular consumer groups
• Lack of confidentiality • Cultural differences matter
Summary By now, you should be able to:
1. Understand the role research plays in international marketing.
2. Discuss the role of secondary research in international marketing.
3. Evaluate the use of primary research in international marketing.
4. Realise the importance of an international information system.
Foreign market entry strategies
Learning objectives 1. Explain why firms internationalise. 2. Reflect on how firms internationalise. 3. Evaluate exporting as a market entry strategy 4. Examine the factors influencing foreign direct
investment. 5. Identify the differing perspectives on foreign
Why firms internationalise • A variety of motivations push and pull firms to the
international path • Proactive motivations – because they want to
• i.e., Amazon in emerging markets, Uber. • Reactive motivations – because they have to
Why do firms internationalise?
1. Proactive Stimuli a. Profit advantage b. Unique products c. Technological
advantage d. Exclusive information e. Economies of scale f. Market Size
A. Reactive Stimuli i. Competitive Pressures ii. Overproduction iii. Declining domestic
sales iv. Excess capacity v. Saturated domestic
markets vi. Proximity to customers
In your opinion what is the internationalization stimuli for the following organisations?
• Starbuck’s becoming global [1a, 1f, Ai, or Av] • Unilever reaching rural markets in emerging
countries [1b, 1f, Aiii or Ai] • Apple going overseas [1a, 1b, Aiii, Av] • Tesla going international [ 1b, 1e, Ai, Aii] • H&M going international [1e, 1f, Aii, Av]
Exporting • Usually a firm’s first foreign entry strategy, popular with SMEs • Low risk, low cost and flexible. • When we talk about trade – trade deficits, trade surpluses – we’re
talking about exports / merchandise. • Important to be prepared before entering the export market • Australia has its success stories, i.e., Blackmores, Bundaberg
Does Singapore export more products and services or imports more products and services?
Exports & Imports in Singapore
With short product life cycles, a company has to capitalise on its assets as much as possible in the short-term
Trademark licensing An arrangement in which the owner of intellectual property grants another firm the right to use their trademark for a specified period of time in exchange for royalties or other compensation
The Hello Kitty brand is licensed to many different product manufacturers, including stationery, school accessories, clothing, cosmetics and room décor – that turn up for sale around the world
Barbie vs Susi in Brazil Why do you think Mattell’s Barbie ended up with a competitor Susi?
1. An employee left Mattell and used his knowledge of the company and Barbie to develop a Brazilian substitute of Barbie
2. An existing company in Brazil used their knowledge of Brazilian culture to develop a competitor product
3. A company stole the license of Mattell to develop a competitor product
4. Mattell gave the creator of Susi doll the license to create SusiMattel granted a license to a Brazilian
firm to market Barbie dolls, who then faced a competitor in the form of the Susi doll.
Franchising • The franchisor grants the franchisee the right to do business
in a specified manner: – manufacturer–retailer systems (e.g. car dealerships) – manufacturer–wholesaler systems (e.g. soft drink
companies) – service firm–retailer systems (F&B chains, professional
services) • Many companies have a master franchising system:
– foreign partner screening process – success is not guaranteed
Licensing vs Franchising Licensing examples Franchising examples
What is the main difference in the examples listed under the two foreign entry strategies?
Why are the fast food companies primarily using franchising & not using licensing?
1. Because they can source ingredients locally 2. Because the can hire local people 3. Because of the specific service business model they
operate 4. Because they need to adapt the food to local tastes
Foreign direct investment (FDI)
• The greatest commitment • Carried out by multinationals • Maintains a degree of control • A major avenue for foreign market entry and
Reasons for FDI • Marketing factors: • Desire for growth • Political know-how and influence • Operate abroad as a domestic firm • Resource seekers look for natural or human resources • Market seekers look for better opportunities • Efficiency seekers look for economic sources of production • Derived demand: • As the demand for a firm’s products/services increases globally, other firms
(i.e. their suppliers) will also experience increased demand • Suppliers often invest abroad • Government incentives: • Governments need to provide jobs; fiscal incentives; for example, tax credits;
financial incentives; for example, land, buildings or loans • Non-financial incentives; for example, guaranteed government purchases and
Coke investing in transformed Myanmar
Click to play video
What issues are Coca Cola facing in Myanmar?
1. Myanmar is still skeptical about foreign companies 2. Supply chain infrastructure 3. Ability to localize the product 4. Local partner is not competent
Joint ventures & Strategic Alliances (Ownership-based market entry strategies)
Joint Ventures • Advantages:
– governmental restrictions, reduction in control exerted by foreign firm
– commercial considerations, pooling of resources
– better relationships with government, local authorities or trade unions
• Disadvantages: – governments’ FDI
inexperience – relationship maintenance – partner loyalty – profit-related disagreements
• A specific form of joint venture: – ongoing flexibility – helps to develop markets – defends home markets – spreads costs and risk – transfers technology – blocks competitors Guidelines: – Find the right partner. – Evaluate the effects on strategy
and competitiveness. – Adapt to market conditions.
Toyota and Mazda, joint venture
Click to play video
What are the motivations for this Toyota and Mazda joint venture?
1. Resource sharing 2. Tapping a new market 3. Profit sharing 4. Dominate the Asian automobile market 5. Overcome government restrictions in Asian markets
Joint ventures – market entry mired in conflict
Summary By now, you should be able to: 1. Understand why firms internationalise. 2. Reflect on how firms internationalise. 3. Examine the factors influencing foreign direct
investment. 4. Identify the differing perspectives on foreign
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SUBJECT CODE BX3082
SUBJECT TITLE International Marketing in the global vilage
STUDENT FAMILY NAME Student Given Name JCU Student Number
Nazeer Ahamed Siti Nazrana 1 3 6 7 9 6 9 8
ASSESSMENT TITLE Research report
DUE DATE 03.01.2022
LECTURER NAME Dr. Malobi Mukherjee
TUTOR NAME Miss. Pamela Pilapil
1 . This assignment is my original work and no part has been copied/ reproduced from any other person’s work or from
any other source, except where acknowledgement has been made (see Learning, Teaching and Assessment Policy 5.1).
2 . This work has not been submitted for any other course/subject (see Learning, Teaching and Assessment Policy 5.9). 3 . This assignment has not been written for me.
4 . I hold a copy of this assignment and can produce a copy if requested. 5 . This work may be used for the purposes of moderation and identifying plagiarism. 6 . I give permission for a copy of this marked assignment to be retained by the College for benchmarking and course
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…………Siti Nazrana …………………… Submission date …02./…01…../…2022…..
Table of Contents
SME Country Profile……………………………………………………………………..4
Market Potential Analysis……………………………………………………………….8
Market Entry Strategy……………………………………………………………………9
International Marketing- Research Report
Finders Keepers, the label is the SME company's name to which I am carrying out this
research. Finders Keepers is a fashion retail chain in Australia that deals with Australian
women’s fashion labels. Finders Keepers has developed to become a key player in selling female
clothes and accessories on the country's high streets. Finding Keepers, the Label has been on a
journey since 2007 and invites customers worldwide to join them. If the brand is only offered in
Australia, it may expand into other European markets like France. On one side, France is a
desirable business location because of its treaties and union trades. Fashion has been a statement
in France for years. It also has a stable government and well-structured legislation.
Covid-19 influenced the economy in the prior two years. However, Australian market
may be worth continue investigating. However, the present government's inconsistency and
recent scandals and corruption charges will generate a climate favorable to new company
growth. So, France seems more appropriate for the Finders Keepers series. To reach the French
market, the company will need to adjust several things; nevertheless, Finders Keepers should
adapt its products and establish the appropriate logistical infrastructure for the greatest results.
But the brand should wait until France has completely recovered from recent setbacks.
International marketing refers to the use of marketing principles in more than one
country, by enterprises operating outside of their own country, or across national borders.
International marketing is based on a company's local marketing strategy, with a focus on
marketing identification, targeting, and decisions on a global scale (Cateora et al.,2020). We
have witnessed the rise of internet and social media use in recent years, which has enabled
national enterprises to break down barriers and expand their operations globally. Companies are
interacting, connecting, collaborating, reaching out, and engaging with both potential and
committed customers using online means. Consumer preferences and the company's market
share and profitability are balanced in a marketing strategy that recognizes, forecasts, and meets
client needs. This change has been aided by new technology and novel modes of communication,
and it has never been easier for firms to function on a global scale. Advances in information and
digitalization transformed the way small and medium-sized businesses (SMEs) conducted their
operations. The Internet and social media have grown in popularity in recent years, allowing
national enterprises to expand their operations globally (Sharma et al., 2020). The Internet
reaches and engages prospective and committed consumers. Businesses communicate, connect,
and collaborate with them. New technologies and innovative communication channels have
assisted this transition, making global trading simpler than ever.
The advancement of information technology and digitalization has significantly impacted
how SMEs operate and do business (Sharma et al., 2020). As a result of the cost savings, they
may now explore new solutions and handle global operations challenges. Due to the Covid-19
virus, firms that were completely e
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