International Marketing assignment help

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What is about? (Given from University) International marketing has developed out of the need and opportunities for companies to occupy a greater market space. For some companies, the benefits in economies of scale, standardisation of marketing and establishing of global networks has allowed them to rise to the top of their industries. However, others have found that international marketing limits their level of customisation and had to change towards a more flexible strategy. Evaluating and choosing the most appropriate international market opportunities is imperative for the survival and success of any global player. Critically appraise how the four aspects mentioned below could impact the international marketing plan of the industry leaders such as Coca-Cola, Pepsi Co and Cadbury Schweppes in the soft drinks industry: • Criteria for selecting potential market opportunities • Choosing a market entry mode; • The changing nature of competition; • The emergence of global media. Your assignment should address the above main aspects presenting appropriate and fully referenced theories, and using those theories to focus and structure your answer. You are required to communicate information, ideas, problems and solutions in a professional manner using appropriate media and rhetorical structures. See the instruction down below…. Guideline (no more than 200 words) You focus on the CSD industry rather than a company, market or country, Therefore, you see overall industry rather than be one of them. So, you need to approach and talking about the industry in general and but when you need to use examples; you use main three giants as examples. For example, if you were Pepsi, they need to realise this and this happened to coke. However, you basically focus on CSD (carbonated soft drink) industry, and you don’t focus on certain country market, but when you need to use examples, you use Coke, Pepsi and Schweppes’ data and information like to back up your argument and evaluation so you have to find their statistics etc,, and the data should be up to date and reliable. You will need to find lots of scholars’ view and statistic data, and should be from reliable sources. Also, you need to use theories very well but focus on analysing and evaluation rather than giving definitions since don’t have enough word count for that. Please find attached file “Additional Information” and we need to find those kind of data and link them with Coke, Pepsi or Schweppes by saying what are they doing. This paper has to contain all the criteria down below. Around 35~50 references needed in Harvard style, UK English, UK Uni final year, research paper format. You need to have at least four appendix to refer, and several tables and figures that you gather need to be on the paper. Also check the annotations on this file that I explained what the criteria in detail is. Introduction No need any company’s history or back ground. Body 1. Criteria for selecting potential market opportunities • Host market potential is one of the most important explanatory factors in country attractiveness and market selection and constitutes a primary driver in company expansion into foreign markets (Yoshida, 1987). International trade theories suggest a strong relationship between potential international business transactions and market size (Hirsch, 1967). • Customers' receptiveness to foreign products and business for a specific industry, as well as its country of origin is not considered in traditional frameworks for market selection. It may, however, have important implications for the marketer in assessing and sensitizing the standard, easily accessible commercial risk indicators.  Market size & demand  Why you think that this product will succeed in this CSD industry. Debate and evaluate. As you are engaging in critical evaluation, you need to consider the alternative view. These could be why the product might not be successful.  Do we need to adapt/standardise.  Political/Legal/Economic/Social need to be mentioned and considered. (PLEASE DO NOT PUT PEST ANALYSIS IN THIS STRUCTURE)  Country of origin effect When you debate and evaluate, you always back up with scholars’ view. Criticality is very important. The data need to be from reliable sources. 2. Choosing a market entry mode  You really need to refer to the industry and use current commercial resources like the ones I provided for you to investigate how either of the industry giants entered foreign markets. You need to use this information to indicate whether this is a trend for this industry or not. Please make sure you refer to bottling joint ventures or other bottling and distribution scenarios. 3. The changing nature of competition  Investigate market structure: Size of the market,  Marketing intelligence: need to standardise or adapt, legal/social issues such as sugar content (UK & US regulation on sugar?), or flavouring and tastes.  Competitive analysis, the market share of competitors and their strategy,  Porter Diamond  Alternative products 4. The emergence of global media (no more than 200 words)      Traditional versus digital Integrated marketing communication Monologue versus Dialogue How advanced is the digital media in a country and get examples Get examples Conclusion  Can we offer value chain?? You don’t have to distribute word count very strictly, but do not exceed 2,500 words. Thank you
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INTERNATIONAL MARKETING PLAN

Introduction:International marketing, known as global marketing. International marketing is all about
exporting, franchising & joint venture of a business goods/products & services. International
marketing manager is responsible to make & execute the international marking plan & strategy
to facilitate the exchange of produce between the business & end user. We all know now days
customer wants are not limited. Customer has access of international goods & service offered
by the foreign companies. International marketing is only possible when company think their
target market is limited & want to catch the attention of customer around the world. CocaCola, Pepsi Co & Cadbury Schweppes (Soft drink Industry) have brands that are famous all over
the world. While making the international marketing plan manager must think about the
difference in culture, norms, values & language. For example In USA & China language is totally
different. So while doing Coca-Cola advertising we need to focus on the local language rather
than a specific language. In China Coca-Cola ad should be lunch in Chinese language. Now it’s
time to discuss the other important elements of international marketing plan. Following are the
four aspects mentioned below could impact the international marketing plan of the industry
such as Coca-Cola, Pepsi Co and Cadbury Schweppes in the soft drinks industry.

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1 CRITERION FOR SELECTING POTENTIAL MARKET OPPORTUNITIES :-

There are many ways for selecting potential market opportunities. But the best method is ‘’
Marketing potential analysis’’. Marketing potential analysis helps us to know the market
opportunities available for our company all over the world.
Benefits of Market potential analysis:Following are the benefits of marketing potential analysis
 Estimation of market share
 To know about the customer profile
 Market trends (what is happening in the market)
 Deployment of resources
 Market size
 Customer needs & wants
In this plan our main concentration is soft drink industry. Demand of the soft drink industry is
going up day by day. The soft drink industry is observing for development outside developed
markets like the United States of America. In United States of America consumption of
carbonated soft drinks has reached an overload point. The Coca Cola Company resulting 58% of
its 2013 revenues internationally. Pepsi Company which is now a prominent food & beverage
company is produced 55% of its revenues outside the United States of America.
Populations of the world are growing day by day & demand for the soft drink & beverages also
increased in emerging markets. International soft drink market grows 2.5%. International soft

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drinks sizes prolonged over 4 % in 2013 & sales values increased by more than 5 % with a retail
market size of over 550 billion dollars. But one more important thing is United States of
America still remains the world largest market of carbonated soft market by producing & selling
as compare to the rest of the world. Suppose if we are planning to lunch new soft drink in the
market then definitely there is lots of opportunity for any company to earn a lot of profits &
catch the market share of carbonated soft drink market.
In 2013 carbonated soft drink market size in China was 70 billion dollar with the 20 % percent
motionless development. While on the other hand in Brazil carbonated soft drink market size
was 30 billion dollars.

Pest Analysis:Political &
Legal
Environment

Technological
Environment

Soft
Drink
Market

Scoial
Enviornemtn

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Economical
Environment

Political & Legal Environment:Health issues is matter that’s why in mostly countries impose restrictive laws. Now day’s
governments of the each country have some important concerns about the soft drink industry
and the impact of the products on health of the customer. But in reality brands do not really
respond such kinds of restrictive laws because they do not see it as a real hazard.
Another major reason is the shift in consumer penchants toward healthier products.
Carbonated soft drink makers have faced plain disapproval from health o groups & societies
alike for the ill effects of high sugar gratified, reproduction inducements & other harmful fixings
in their products, including those in diet soda variations. Now a day’s end user is more aware
and consumers are also more cognizant of the health risks related with soft drinks such as
plumpness & nutritional shortages, particularly in our young generation. As a result they are
electing for other beverages that are non-carbonated & have less calories. The WHO suggests
the customers that sugar should account for only 7% of total energy intake per day. That is
around 35gm of sugar per day for a mature of normal body mass index. Health officials feel that
this % should be smooth lesser for a recovering quality of life. A single soft drink can comprises
around 60gm of sugar.

Economical Environment:Carbonated soft drinks are finest products with a comparative high price. Carbonated soft drink
market is delicate to the economic disorders which influence purchasing power of end user.
The risk is that people can change from a carbonated soft drink to traditional juices that are

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relatively less expensive. One more thing now we can see the increasing demand for alternative
beverage in the customers. Now they are looking for alternative beverages.

Social Environment:-

Carbonated soft drinks can take benefit of the current ingesting trend. But on the other hand
soft drink market has to face some serious issues like most important health issues of the end
user. Health concern between the customers is increasing day by day about drink of soft drinks.

Technological Environment:It’s era of technology. We are living in 21st of century. Technology can impact the production &
distribution of the soft drinks as well can change the customer minds about the product. Social
media helps the company to promote their products & change the perception in the mind of
customer about company product & services. The current high-tech innovations are not
important enough for the company to impact the carbonated soft drinks market. But
carbonated soft drink markets require that the brands must have a real existence in social
media like Facebook & Twitter because of the youngness of the consumers.
2 CHOOSING A MARKET ENTRY MODE :-

The crucial act of entrepreneurship is market entry. Market entry can be achieved by entering
new or recognized markets with existing & new products like new soft drink. The time when the
decision taken by the business/Company whether to internationalize or not is demarcated as
‘’Timing of market entry’ ’in to international market. Timing of market entry has usually been

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misinterpreted as the time between the establishment of a business and the beginning of its
international processes. We should follow the following foreign entry modes if we want to
enter the soft drink market internationally.

Foreign market entry modes: Exporting
 Join Venture
 Licensing
 International distributor

Exporting:Exporting is a ...