International marketing management

a) It is widely believed that to survive as a corporate sector in the long term it is extremely important to mould the organization into an international sector. Therefore, it is that much obvious to plan the strategies of the company in accordance to international trade sequences. It is important evaluate the marketing policies to survive in the international market and analyze the effectiveness of the prevailing marketing plan. It is quite true that the activation of the international strategy would collide with that of the plans implemented while operating in the local market.

The management principals are due to be altered while attempting the global market economy. The strategic plans would alter while the stakeholders would try to incorporate newer ideas that match the local markets of the international trade systems. It can be stated that there are several factors and options management must consider when planning and organizing a sales force capability for the firm in an overseas market and the strategy changes in accordance to the situation. (Roberts, 2005)

For example, if a manufacturer of chocolates like Cadbury went global and attempted the Indian market it made it a point to alter the basic taste of its products and use a different brand of flavours that are sweeter to feature well into the Indian taste of preference towards sweeter products. If this could be taken as standard example of a company indulging itself into alteration of base product to infiltrate in a local market then it could be taken as granted that the basics of management principals applicable for its own market is not justified when moving into the global sector. According to the management principals the tested brand equity of the product holds enough credibility to persist with it for a long termed business benefit. Thus according to the applied management principals it becomes obvious the stakeholders would rather opt for a different brand or a sister brand of product or products rather than altering the qualities of the base product or products. But over here, there is a clear indication of altering the qualities of the base product in order to gain access into the global market or in other words by this the company gained access in the most successful manner into the local market of a global trade i.e. the Indian market of sweetmeats or chocolates. (Border, 2002)

Further more, taking the example of Cadbury again it would be possible to clarify the initial statement and this time the focal point is on packaging.

At this point of time, the packaging of Cadbury in India is almost identical to the international format of packaging used by the company. However, during the initial stages the company had to formulate a strategy on packaging to compete into the Indian market from the global sector. For this purpose, the company hired commercial artists who are well aware of the local market and used them to gain interest in the market.

Alternately, when Tata Motors decided to go global in the light vehicle department they had to make sure that their product, in this case a six-sitter car Tata Indica, blends quite well with the league of international designs.

Therefore, it should be noted that to gain mileage in the arena of the international business it is important to obtain a substantial amount of corporate strategies that is well evaluated and formulated.

    It is also relevant to state that strategic planning in futuristic context should rely on its current position as market leader to be successful in international business. It should be kept in mind that the future development of the market along with that of the rival companies should be monitored closely enough to yield success in the long run. A single strategic alteration of the market could cause a complete disaster is the company of the concerned interest is not well informed about the change. (Roy, 2001)

When a company as if Coca Cola is taken into consideration it could be safely stated that their impetus on branding strategy has remained successful throughout the century with groundbreaking success notes. While selecting the branding strategy by the officials it is always kept in mind that the direct marketing is at its optimum level and the supply chain and distribution system is always at its most advantageous position. In addition, there is always the potential to innovate new sister brands corresponding the local taste and priorities. For example, Coca Cola can boast on having over 500 flavours in its booty. Furthermore, there was bottled water branded under the equity that really took the market by storm in 2000. There are about four core brands operating under the overhead of Coca Cola. These are Coca Cola, which was developed in 1886, and still representing itself as the primal force amidst the different brand of Coca Cola Company. Next in the line is Fanta. Fanta was revised in 1955 and t this point it is regarded as one of the most successful product of the Organization. Another important brand name of the coca Cola group is the Sprite. Sprite debuted in 1961 and a still it is occupying a bulk market segment of the net production. Lastly, the company introduced another very successful campaigner into the market as Diet Coke in 1982. All four products are regarded as the core brands of the Coca Cola Company. These four core brands along with various other products like branded products like coffee, tea, fruit juice/ fruit drinks and about 500 different flavours along with Coca Cola’s bottled drinking water makes the company a successful survivor and market leader of the world. (Sen, 2004)

Thus, if we assume that the marketing strategy of Coca-Cola is relatively futuristic in all sense it would be relevant enough and safely stated. (Anand, 62)

On the other hand, General Electric is a very diverse, elite and successful global corporation. Part of its success has to do with its size; General Electric actually employs more than 300,000 individuals throughout the globe, serving customers in over 160 countries. Thus, General Electric has found success throughout the world, by linking itself and its concept all over the globe. General Electric has a solid mission with excellent career training and career development for employees. These concepts have allowed General Electric to become one of the largest global success stories in the world. Thus, because of General Electric’s success, I would continue to focus on the global aspects that have already allowed the company to achieve so much; the focus on integrity and diversity, which allows General Electric to reach customers throughout the globe. (Mukherjee, 2004)

            Thus, the global focus General Electric has presented by first maintaining integrity and next hiring with a focus on diversity has presented a successful concept for the company. As such, I would continue the focus and emphasis on these two ideas. It is obvious that the focus on integrity has allowed General Electric to grip the world with its ethics and morality, and has made the company very popular worldwide. It has also given pride to its employees and workers, which only further helps, make the company more popular with the public. (Lamb, 2004) Furthermore, another very important global concept, and one that General Electric already practices, is the concept of diversity. By hiring a diverse staff, General Electric is able to act more globally, as it is able to understand and reach out to the needs of the global market that it has to compete in everyday. In order to implement diversity, General Electric hires a very diverse staff, and this allows it to retain employees that will understand the needs of the various cultures present in the world, and present in the worldwide global market. Thus, the global emphasis I would continue to focus on for General Electric is integrity and diversity.

            Here, we find that GE adopts a different marketing plan looking at the future where they give stress to the internal development of organizational zeal. This adaptation of organizational development as a successful futuristic marketing plan has server them extremely well and as a result they continue to dominate the international market. (Berkowitz, 2004)

Conclusion

            Ultimately, it should be taken into account that the strategy to counter the global economy is quite different from opting out to encounter the market structure of the local trade. To sustain in the long run competition it is that much important to modulate the existing form of organizational structure into the mould the new strata of business. It is obvious this hold predominantly true in most of the case. It corresponds with the principal of management that it is important to justify the need of the stake holders by indulging into the modification needed at all times. It remains justified not only when  local company is making its steps towards involving into international trade but also hold the same truth when that global company tries to infiltrate into a local market system. The rule of the strategies change beyond doubt but it is that change or alteration that is so much needed when changing course or even maintaining it in the longer terms. However, it should be noted that this change of strategies is the fundamental rule where the rule states that it is important to change the rule to establish a new rule.

b) In order to assess any product, a marketing manager needs to assess whether the product has been positioned and targeted properly or not. Similarly, in the greetings card industry Shomai Cards holds a 7% market segment of the US greetings Cards industry but like Colgate, there are huge rooms for development. This development could be put forward by ardent market watch and analysis. (Lamb, 34) Detailed research should be carried out before the planning section and the planning section should be assisted and backed by the research activities undertaken with consideration of the resources utilized in creating the business. (Podolski, 2006)

At corporate level, we are referring to strategic marketing. This would mean that the chief executives have defined both the strategic paths that the company will be approaching in the net period and the specific ways by which marketing can provide the appropriate help. This would go anywhere from identifying new potential segments of consumers to developing new promotional plans to approach them. In this case, the audit will look at the efficiency with which the corporation has managed to fulfil its proposed strategic market objectives and how these can be improved in the future.  (Lamb, 2004)

At the strategic business unit (SBU) level, we are more at an operational level at which the questions asked are how marketing tools can efficiently help in direct sale of the product. At the product unit level, we are concerned with the product mix, especially in terms of price, distribution, how changes in these variables have influenced the overall sales.

The elements of the marketing campaign carry the great benefit of being very cost effective. Some of the costs that need to be considered are related to (1) publishing the promotional fliers and the posters, as well as costs associated with putting the posters on buses (these are probably the property of the city, so a contract with the city hall needs to be signed), (2) creating and promoting the website and (3) hiring and training the staff that will provide additional information. (Banerjee, 2006)

The evaluation of the promotional campaign is quite important at this point, inducing any perspective changes that may need to be made. In this sense, there are two important things that need to be kept in mind when performing the campaign evaluation: (1) the number of new clients after the launch of the promotional campaign and (2) the number of new clients that were a direct result of the promotional campaign.

While the first measure is quantitative and thus easier to evaluate, the second one is qualitative and, hence, more difficult to approach. However, we should be able to determine the effectiveness of the promotional campaign (at least in the first phase) simply by evaluating the number of new clients. In the second phase, a qualitative analysis will also be necessary, as we may believe that the word – of – mouth process will begin to create additional clients. (Madhav, 2006)

We can have a look at the working plan of Shomai Cards. At present, there are five major players in the field of greetings cards. These are Atlas with 28% share of the market, Hercules with 56% share of the market and Snapadoo and Felicita with 4 and 2 per cent share of the market respectively. Shomei holds the third position in this respect with 7 per cent share. (Podolski, 2006)

However, to sustain its position in the market Shomei, let alone work on to better the position the company must move a long way in this respect. For this fresh strategy must be implemented.

As it is, obvious that in share percentage of the market Shomei falls well behind Atlas and Hercules but on the other hand, Shomei is facing closer competition from the other two players of the market i.e. Snapadoo and Felicita. This is why rather than indulge itself in complete competition with Atlas and Hercules it would be much better an option to eradicate the other two competitors Snapadoo and Felicita from the market. To achieve this goal Shomei must chalk out a formula to grab the market portion of the lesser, two companies. This way, once these players are eradicated, Shomei can get hold of the market segments left over by these two companies i.e. 4 and 2 percent. In this new period, Shomei can enjoy a total market segment share of 13 percent rather than the previous 7%. Now, Shomei would be in a better position to compete with the other two big brothers of the business, Atlas and Hercules. (Podolski, 2006)

This short step involved here would be to creep into the markets of Snapadoo and Felicita. Being in a better position than these two companies Shomei would not find it too difficult to occupy the market rather than working out its resources and exhaustion them in the field of niche card marketing. As Shomai is already the most artistic, creative, elegant greeting card for customers to give a personal sentiment as a gift all it have to do is to maintain its current standard in card production in terms of quality. At the same time the company should research on the field where the lesser two companies excel. (Sen, 2001)

Once this research is completed then Shomai should formulate a plan that should implement the perception utilized by the other two companies in the terms of designs and sensitivity. Along with that, the company should look into the consumer preference mode of Snapadoo and Felicita and it should be taken into account the possible reasons behind the 4 and 2 percent enjoyed by the two companies.

Once the market preferences of the customers of Snapadoo and Felicita are known then the battle is practically half won. The other half lies in the formulation and implementation of the research findings and preference analysis.

The last phase of this strategy would to market these new products with the utmost aggressive nature. Shomai being in a better position in terms of capital formation would enjoy the advantage of marketing in terms of advertisement.

Following these strategies perfectly would lead to the complete capture of the lower market with an advantageous 13 percent share. Only then, and this is the moment when Shomai should look into the future and challenge the other two bigger companies Atlas and Hercules.

For this and to stay along with the trend Shomai must research well on the fact of customer preference in terms of online treading of card. As it is found by the reports of researches previously performed that men are more interested in buying online rather than shopping physically at stores in marts and malls it would be logical to design those cards displayed online to be more masculine in stature and approach than previously formulated. These cards should be gender oriented and should be able to tickle the male perception of the world.

Furthermore, keeping in mind the increases in paper prices and payroll costs it is indispensable to evaluate the changes in consumer demographics of Shomei Cards. For example with an increase of 5 percent in paper price and with an additional 8 percent rise in payrolls, it is assumed that the net price would go up by around 10 percent.

As a section of the targeted customers are older women of 40-64, it could be assumed that the women of the higher age range would be lost. In this case, it could be presupposed that women of 60-64 would be unable to buy this card with its 10 percent rise. (Podolski, 2006)

Alongside, keeping in mind the involvements of ethnic population as potential customers it could also be assumed that the lower income group from this stratum would be lost as well. However, simultaneously, it is possible that a new group of Caucasian buyers with comparatively higher economy range would be included within the demography of the potential customers.

In the conclusion, it is necessary to zero in on the basic point of Shomai cards. It is to be considered that to survive in the industry it is necessary for Shomai to take up the best possible measures in relation to market planning and strategies. Here the strategies implemented by the company yielded fruit or about to yield in near future. The follow-ups in respect of changing trends are of huge success whereas the market capture plan is a factor to be watched upon, as it is quite a long drawn implementation. (Roy, 1991)

Bibliography:

Lamb, Davis; 2004; Cult to Culture: The Development of Civilization on the Strategic Strata; National Book Trust.
Banerjee, Bijoy; 2006; Major Market Controllers: Latest Developments; Alliance Publications.
Madhav, S; June, 2006; The Effective Measures in Operations; Network Today; Volume 3, Issue 6; Alliance Publishers
Roy, D P; 1991; The Birth of Marketing: The Evolving Market; Part II; HDT Ltd.
Sen, S; 2001; Thinking Market; Acting Market; ABP Ltd.
Podolski, V; 2006; Public Perception of Marketing Strategies; IBL & Alliance Ltd
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