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What Strategies are Implemented for International Marketing Management

This PPT is on International Marketing Management. There is research on two countries Japan and Malaysia, which are considered as a potential market for the pasta company Felicetti.

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What Strategies are Implemented for International Marketing Management

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  1. International Marketing Management

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  3. Company Profile ⚫ Family owned since its founding in 1908, the Felicetti company is dedicated to producing the highest quality, best-tasting pasta with superb texture and nutritional value. ⚫ Our pasta is dried in this pristine, unpolluted mountain air, allowing us to create a truly remarkable taste experience.

  4. Market analysis and Research There are two countries Japan and Malaysia which are considered as a potential market for the pasta company Felicetti who wants to evaluate the best market for its expansion. Porter Five Forces Model 2

  5. Risk analysis Basis Japan Malaysia Political It have a score of 85. this means it is more political stability. While it have a score of 78 Economical It have a 4 largest economy as per purchasing power and 3rdlargest on the nominal basis. It is one of the fastest growing economies. labour cost and productivity The labour cost is high but the productivity per person is much higher. The cost of labour is low but productivity is not as high as japan. Communication The Japanese language is officially used. English is a secondary language but not used a lot. Language is a barrier Malaysian business and people use local language but English is a priority. Culture The Japanese culture is a dominant force which have direct impact on the business and its working. But the companies which adopt it become very successful in the market. The Malaysian culture is not as dominant. Many multinational exist. Its very hard to make an impact in the country.

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  7. Hofstede's Cultural Dimension Theory It is a framework of cross cultural communication. It states about the impact of cultural values on the people of society and how it forces people to behave in a certain way to a situation. • •

  8. Customer Preference and Market Findings This research was conducted as to understand the customer preference and other factors which impacts their choice of product. 800 750 Q1. Do you like pasta? Frequency 700 600 500 400 A. Yes 750 300 250 200 B. No 250 100 0 A. Yes B. No

  9. Customer Preference and market Findings 500 450 450 400 450 400 400 350 350 350 300 300 300 250 250 200 200 200 150 150 150 100 100 100 50 50 50 0 0 B. Twice in a week D. Rarely A. 10-20 B. 21-30 C. 31- 40 D. 41-50 A. Daily C. Once in a week Q3. How frequently do you eat pasta? Frequency Q.2 What is your age? Frequency A. 10-20 350 A. Daily 200 B. 21-30 450 B. Twice in a week 400 C. 31- 40 150 C. Once in a week 300 D. 41-50 50 D. Rarely 100

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  11. Customer Preference and market Findings 800 450 700 400 700 400 350 350 600 300 500 250 250 400 200 300 300 150 200 100 100 50 0 0 A. Italian pasta B. Mexican pasta C. Chines pasta A. Yes B. No Q4. Do you think pasta is not healthy? Frequency Q6. Which flavour of pasta do you prefer most? Frequency A. Italian pasta 400 A. Yes 300 B. Mexican pasta 350 B. No 700 C. Chinese pasta 250

  12. Recommendations The Japanese market present a lot more opportunity than the Malaysian market. The Recommended market for expansion will be Japan

  13. Market Entry Strategies Exporting is a process where a producer exports the product from one home country to host country and it is sold by a sales representative company. There are two types of exporting which can be done: • Sales representatives • Importing Distributors

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  15. Advertising strategy Bursting Adverting strategy where company is going to invest heavily on promotion of product in the Japanese market. 90.00% 85.00% Investment Impact 80.00% 70.00% 70.00% 60.00% 50.00% 2 million Yen 70.00% 40.00% 30.00% 20.00% 5 million Yen 85.00% 10.00% 0.00% 2 million Yen 5 million Yen

  16. Segmentation and Targeting Segmentation of population was done on two basis first age group and and purchasing capacity(appropriate price). 50 150 350 10 years-20 Years 21years-30years 31years-40years 41years-50years 450 Age Group 10 years-20 Years 21years-30years 31years-40years 41years-50years Frequency 350 450 150 50 50 150 400 200 Yen 300 Yen 400 Yen 500 Yen Price 200 Yen 300 Yen 400 Yen 500 Yen Frequency 400 350 150 50 350

  17. REFERENCES Suh, T., and et.al., 2010. A multi-level investigation of international marketing • projects: The roles of experiential knowledge and creativity on performance. Industrial Marketing Management. Terpstra, V., Foley, J. and Sarathy, R., 2012. International marketing. Naper Press. • Turnbull, P.W. and Valla, J.P. Eds., 2013. Strategies for international industrial • marketing. Routledge.

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  19. Thank You

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