Question

Prepare an international marketing strategy for the future three years of the brand; product and brand of your choice. The final strategy plan will include the following:

Select one new country market for future market development.

Select one existing country for further market penetration.

Select one existing country for future divestment (exit).

Your selection criteria (Review Chapters 6, 12).

Must include and explain three (3) multi-attribute evaluation tables that include twice the number of countries as candidates) (Review Chapter 11).

Assess the cultural proximity and political, legal, and regulatory risks (Review chapters 4, 5).

For the new country to enter, choose the most appropriate market-entry strategy. Explain your reasoning (Review chapters 7, 8).

Choose the most appropriate of the four global product-planning strategic alternatives. Explain your choice (Review chapter 9).

Based on the above and your brand’s environmental sensitivity, propose the degree of standardization for each of the following global strategy elements, explaining any specific local adaptations:Include graphical elements when necessary to convey information, such as tables, graphs, and charts.

Positioning (Ch. 9)

Brand Name (Ch. 9)

Packaging/Product Design and Features (Ch. 9)

Advertising Strategy (Ch. 10).

Answer 1

Relaince Jio has been most exciting brands inn2017 and 2018 with dominance in Indian markets in Telecom sector

Following market penetrative strategy suggested:

1. Low cost prucing from competitors and using advanced technologies
2. Maximum combo plans and targeting rural segment with lower priced plans
3. Extensive value benefits to high end users with aggregate bubdle pricing

International marketing entry strategy should be as follows in countries like UK where growth prospects are highest, regukatory framework is lineant, cost of setup and infrastructure sharing is low, taxation is low:

1. Asoption of latest technologies standards and pricing all plans as free for first 6months to grab maximum market share. Long term gains through short term pains are offseted.
2. 1 year long term plans for customers who switch from rivals with extensive cashbacks to keep them rooted.
3. ​Multi market entry into Mobile, Cable, Telephone and Content servicing to establish economies of scale with mega investment  

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Market exit strategies should be to sell of lossmaking ventures through selling stakes or through getting acquired by larger rivals. Indian markets can be exjted in long run when investment have been recovered and profits start diminishing with entry of newer players.

Risks in Indian markets include high taxation policy, low adaptability and low purchasing power, political dominance over rural areas in establishing new infrastructure.

Risks associated in UK is high cost of labor, Import duty on telecom equipment, changing habits and economic factors, already saturated market with low density.

​Degeee of standardisation is extremely low as consumers perception and buying consumption behaviour is different in both countries. UK market is more tech savy and not price elastic. Indian market is price elastic and shows high consumption behaviour.

Using multi attributes evaluation model following attributes must be given weightages:

• Ombudsman role
• Serving community
• Reduces pollution
• Providing technical assistance
• Increasing resident involvement

Sensitivity analysis of above attributes give how organisation contributes to society and public at large.