Managers throughout the world perceive that international business operations become more and more necessary. Saturation of domestic markets as well as significant growth potentials of emerging markets confirm this necessity. Companies which solely rely on their existing markets often miss significant economic opportunities. However, the management of both an international company and international customers is a challenge; customer wants in overseas markets can dramatically vary from those in the home market.
This assignment gives an overview of the major managerial decisions that could have been made in a well-established South African company to enter the marketplace of India. Theoretical background will be discussed at the beginning of each chapter. In particular, the company and its products, a possible market entry strategy, and the four marketing controllables (product, price, pro-motion, and distribution strategy) will be discussed.
Inhaltsverzeichnis (Table of Contents)
- 1 Introduction
- 2 Company and product background
- 3 Market entry strategy
- 4 Product strategy
- 5 Communication strategy
- 6 Distribution strategy
- 7 Pricing strategy
- 8 Conclusion
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This assignment provides an overview of the managerial decisions that could have been made in a well-established South African company to enter the marketplace of India. It examines the company and its products, a possible market entry strategy, and the four marketing controllables: product, price, promotion, and distribution strategy.
- Internationalization of a South African company
- Market entry strategy for India
- Marketing controllables for international markets
- Analysis of the cosmetics market in India
- Comparative analysis of customer wants in different markets
Zusammenfassung der Kapitel (Chapter Summaries)
- Chapter 1: Introduction This chapter introduces the concept of international business operations and their growing necessity in a saturated domestic market. It highlights the significance of emerging markets and the challenges of managing international customers.
- Chapter 2: Company and product background This chapter provides a detailed background on Avroy Shlain Cosmetics (ASC), including its history, economic performance, and product range. It discusses ASC's direct selling approach, its commitment to black economic empowerment, and its partnership with Sarah Lee Corp.
- Chapter 3: Market entry strategy This chapter explores the factors stimulating companies to enter international markets, focusing on economies of scale, risk diversification, and geographical diversification. It introduces the Market Attractiveness-Competitive Position Matrix (MACP matrix) as a tool for evaluating the attractiveness of a foreign market.
Schlüsselwörter (Keywords)
This assignment focuses on the key terms and concepts related to international marketing, particularly within the context of a cosmetics company entering the Indian market. This includes concepts like market entry strategies, product strategy, pricing strategy, distribution strategy, and communication strategy. The assignment also draws upon theoretical frameworks such as the MACP matrix and examines the importance of understanding and adapting to the specific needs of the target market.
Frequently Asked Questions
Why is international marketing necessary for modern companies?
International business is vital due to the saturation of domestic markets and the significant growth potential found in emerging markets like India.
What is the MACP matrix in international marketing?
The Market Attractiveness-Competitive Position (MACP) matrix is a tool used to evaluate and select foreign markets based on their attractiveness and the company's strengths.
How does Avroy Shlain Cosmetics (ASC) operate?
ASC is a South African company known for its direct selling approach and commitment to black economic empowerment, offering a wide range of beauty products.
What are the four marketing controllables?
They consist of the Product, Price, Promotion (Communication), and Distribution strategies, which must be adapted to meet the specific needs of overseas markets.
What challenges do companies face when entering the Indian market?
The primary challenge is that customer wants and cultural nuances in India can vary dramatically from the home market, requiring a customized marketing mix.
- Arbeit zitieren
- Tobias Heinen (Autor:in), 2006, International Marketing Strategy, München, GRIN Verlag, https://www.grin.com/document/54636
