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In this assessment, you will continue to use the country and focus organisation you worked on in Assessment 1. Here you will develop the next steps in their international marketing plan.

Part 1 of Assessment 2 requires you to evaluate all realistic market entry options for this organisation in your target country market (typically at least three, including your preferred option). These options should be discussed, covering advantages and disadvantages, how they might work and reasons for adopting or discarding each one, within the context of your company and the chosen market.

In Part 2 of Assessment 2, it is now necessary to identify potential market segments (target markets) in the chosen country and consider how they might be serviced by your organisation. You must show your understanding of the concepts involved and your ability to think through and express marketing strategy options. In justifying your choice for the STP strategies, you must:

Explain the strategic approach you used to segment the market, and justify why you have selected particular target market segment(s) in the chosen market. These may be within the B2B sector, B2C or a combination; and

Identify your recommended positioning strategies for each target market. 

Evaluating Market Entry Options for Target Australia

An international marketing plan is the multinational process of planning and executing the conceptions, promotion, pricing and others. This is an international marketing plan which evaluates the realistic market options for the selected country by the organisation. The aim of the report is to determine the potential market segment of the company that includes the target markets in the selected country. This assessment is linked with the previous assessment that is based on the target Australia. Target Australia has selected the market of India, Asia for the expansion of the business. The market is growing and there is a need for the clothing and departmental stores. Target Australia Objectives related to the financial and marketing of the company in India as the clothing company. In the end, the recommendations related to the strategies have been stated in the assessment.

The previous assessment reflects that Target Australia Company is considered as the strategic profitable sector for the Wesfarmers organisation and this is the reason due to which the company is able to maintain the strong position in the market. The previous paper focuses on the expansion of the Target Australia in the Indian market in Asia because this is considered as the economically viable option for the company. The analyses related to the external factors that can affect the company in India are discussed so that proper strategies can be prepared by the company. In addition to this, the organisational capabilities and SWOT analysis have been undertaken for the market of India. In the end, it was concluded that the company can expand their business operations in the market of India but the company needs to be careful with the selection of strategies or the changes in the market. 

Market screening is the process of evaluating the overseas market where the business is willing to enter. This section of the report includes the analyses related to the entry of target Australia in the market of India with the use of the screening approach and new millennium catering.

The approach states that it is an initial step in the process of the selection of the country for expanding the business. In terms of the international marketing, it is the way through which the preliminary stage of the in-debt global analysis of the opportunities (Melewar & Gupta, 2012). The motive of the screening is to determine the potential markets inexpensively and quickly irrespective of the market entry. The below given are the five stages of the screening for the overseas market selection process.

Identifying Potential Target Markets and Developing Positioning Strategies

These five stages assist the best offer for the product and service of target Australia to succeed in the market of India.

Stage 1- Country identification 

This stage includes the identification of the country where the company is willing to expand the business. In the previous assessment, target Australia has decided to expand the business in Asia as the opportunities are increasing in the Asian market (Melewar & Gupta, 2012). The countries are present in the market of Asia including India, China, Singapore and others. These markets are shortlisted because they there is a rise in the retail industry and further these are predicated that it is estimated to grow more (Loh, 2018).

Stage- 2 Preliminary Screening 

The preliminary screening is the stage in which the elimination of the market is done for those markets which are not potential for the company. The parameters vary from the type of business and their product offering. Target Australia found that in the Singapore retail in Industry 2018, there is the presence of the mixed performance which leads to the marginal growth. These details are extracted by the company from the Singapore’s department of statistics. According to the analysis, there is a minor increase of 0.4% in the year 2018. On the hand, the market of China and India are growing with the nice presence of the potential market (Statista, 2018). Due to which, in this stage, the company decided to not to expand their business in the market of Singapore. 

Stage -3 In-Depth Screening 

In this stage, the in-depth Screening takes place for the remaining two markets which suits the appropriate for the target Australia Company which include India and China. Further information helps the company in selecting the final choice. China is the place which is growing in the retail industry but it has the many large players which are barriers for the Target Australia to expand their business operations in the market of China. Few of the leading retails that are present in the market include Suning Commerce Group, Sun Art Retail Group, Lianhua Supermarket Holdings and many others (Statista, 2018). On the other hand, the Indian market needs departmental and clothing store which offers them products at low and affordable prices.

Stage-4 Final Selection 

This stage analyses the potential markets on the basis of the feasibility and success factors. The analysis reflects that in the market of India there is need of the new departmental store and retail outlet who can offer the products at the low price because the Indian people are price sensitive which is a potential advantage behind selecting India. The Indian market has been decided by the target Australia for expanding their business (Melewar & Gupta, 2012). The size of the Indian clothing retail industry has occupied a remarkable position in the market across the world which was discussed in the previous assessment. In addition, the country includes the low economic risk and political risk which is one of the reason it has become an attractive market for the Target clothing company in Australia.

New Millennium Catering Approach and Market Screening Process

Stage-5 Direct Experience 

The direct experience of the company includes when they launch their products and services in the market of India (Melewar & Gupta, 2012). The launching of the clothing and departmental store is one of the major benefits for the Target Australia. The company will then directly face the potential positive or negative aspects of the market. In addition, it is expected that in the future there is a positive experience with the Target Australia in the market of India and they will be able to get the success.

New millennium catering approach

The above analysis reflects the implication of the new millennium catering approach in which the future growth in the international market is less likely to be determined in the Western developed country markets as the countries such as Brazil, Russia, Indian and China are the fastest developing countries across the world. This is the found that the real growth takes place from the catering of the growth in the market (Melewar & Gupta, 2012).

Target Australia has selected the Indian market for expanding their business operations. The reason behind the selection of the Indian market includes the growth in the market size and profitability of the country which makes the international companies expand their business operations. According to the Boston Consulting Group, the country is predicted to the world’s 3rd largest country with consumer economy that will reach up to $US 400 billion in the consumption by the year 2025 (IBEF, 2018). The rise in the consumption is one of the reasons behind the selection of the country. 


Another reason is the rise in the retail industry which leads to benefit to Target Australia as they will be able to earn the maximum profit. It is expected that the industry will rise to US$1.2 trillion by 2020 from US$680 billion in 2017. In addition, the population of the country is increasing continuously due to which the sales of the company will increase and this is the motive of the company due to which they are willing to expand their business operations.

The mission of the company is to become the preferred shopping destination who offers the outstanding value, continuous innovation and exceptional experiences in the Indian Market.

In the Indian market, the company has formed the some specific financial and market share objectives which are formed with the motive to achieve the success.

  • To offer the quality, fashion and basics for everyone at the low prices in the market of India in the coming 2 years: - The objective is specific towards the quality for the products and the Target Australia can easily achieve this in the market. It is essential for the company to offer the quality and fashionable clothing to the people which show that it is relevant to the mission of the company. The time period is clearly specified in the objective of a company that is for approx. 2 years. The current objective of the company is attainable the expectation of the company in the Indian market. This shows that the objective is smart objective.
  • Attain the 15% profit at least in a year: - In the Indian market, the company is expanding their business for which it is must for them to attain the profit of at least 15%. The 15% profit is a specific and measurable amount which can be done by the company at the end of the year. This objective is relevant if the company will expand their business operations in the market of India. Though, this is the fact that with the presence of the other retail companies in the market of India it will be hard for the company to achieve but this objective has been set considering the other elements present in the country that can affect the working of the country. The time period which is set for accomplishing the objective is a year. This shows that the objective is smart objective.
  • To acquire the 20% market share in 2 years- In the Indian market, it is essential for the company to acquire a 20% market share. This is a specific goal which the company needs to meet for their future growth. The time on which the company need to meet this goal is for two years. Further, the Target Australia Company can easily measure this objective with the help of the sales and profit in India. Target Australia might find it difficult to achieve but it is achievable if the company make use of the effective promotional tools. This will generate the awareness among the market for the company and this is the reliable source through which the company can acquire the good market share. This shows that the objective is smart objective.

Alternative Market Entry Strategies

Market Entry Strategy

Examples

Advantage

Disadvantage

Justification

Franchising

McDonald’s in India

· Low risk of failure.

· Established market share.

· Relationships with the suppliers (Shen, Puig & Paul, 2017).

· Give support for on-going operations.

· The high cost of franchising

· Restrictions related to the agreement (Yan & Luo, 2016)

· Most of the profit needs to be shared.

The reason behind the selecting this as an option is the high opportunity for the success factor and suitable for the Target Australia.

Joint Venture

Alibaba Joint venture with Reliance retail in India (Laskar, 2018)

· Provide the company with new capacity and expertise.

· Access to greater resources that include specialised staff and technology

· Sharing of risk with partners.

· Imbalance of level of expertise and investment can affect the other partner profit (Lojacono, Misani & Tallman, 2017).

· Differences in the management and leadership styles of the companies.

The reason behind the selection of this option is that both the companies can equally distribute the capital which they want because there is a need of high amount.

Merger or takeover

Walmart take over Flipkart

· Eliminate the competition that is present in the market (Management Study Guide, 2018).

· Struggling firms can take the advantage of same.

· Economies for scale.

· A substantial rise in the prices.

· The loss of productivity.

· The loss in the jobs of personnel.

Option

Target Market

Positioning Strategy

Marketing Mix

1

Premium household

The positioning strategy for the respective target market is to offer the products at a low price which make a good place in the mind of customers.

Product – Most of the products include the household products such as liquor, meat, fresh fruit and veg.

Price- The company offer the products at low prices (Luca & Suggs, 2010).

Place- The place will include the stores at prime locations in India.

Promotion- Promotion tool include print media and online sources as through this they can target a huge audience.

2   

Youth

Positioning strategy for the youth is to offer quality and fashionable products in the market.

Product- Fashionable and quality apparels for the youth.

Price- The price of the appeal remains cost-effective.  

Place- Place is the different section for the youth so that they can choose from products according to their convenience (Lovelock, 2011).

Promotion- Online social media sites and e-mail marketing is effective for promoting products.

3

Working class with no age limit

The positioning strategy for the working class is to make the stores available in prime location. In addition, the store needs to be properly managed so that they can find the products easily.

Product- The products range remains wide for the working class.

Price- Low pricing strategy

Place- Online availability with offline stores

Promotion- Online social media sites and e-mail marketing.

Preferred Strategy

Premium household

Low price strategy

The reason behind the selection of this strategy is that most of the household people in India visit the place where they find the low pricing strategy (Keegan & Green, 2015).

The Reasons for Selecting India as the Target Market

The market segmentation process includes the segmentation and targeting of the Target Australia in the market of India. Segmentation process includes the segmentation of the customers into the different markets and making the selection out of it.

Demographic- Target Australia segments the customers on the basis of age, income, family type and many other factors (Kotler, 2015). The company welcome the people with different age group including 18-25, 25-45, 45-60 and 60+ years with high, low and medium income group in India. This segment is decided considering the joint venture mode and franchising mode of entry.

Psychographic- In India, the people are looking for the low price products which are the major part of their lifestyle (Hollensen, 2015). Products offered by the company are dairy products that are part of the lifestyle of customers. This segment has been decided considering the merger and takeover mode of entry.

The target market that has been selected by the company is in different groups. The company make use of the differentiated segmentation strategy in which they target maximum customers. The primary target market of the company includes the middle-class people in India who are mainly premium household irrespective of age group (Gillespie & Riddle, 2015)). In addition to this, the company targets the bachelor people who fall under the working class because they don’t get time to visits the different stores due to which they visit the departmental stores. Along with this, the youth is mainly targeted by the customer because of the affordable and fashionable clothes that are offered by the company.

Positioning reflects the brand image of the company that is present in the mind and heart of the customers. The possible positioning for the target markets include: -

  • Premium households- Premium household position the target market among the low pricing strategy with quality products which shows the price-quality approach (Cameron, 2017).
  • Youth: - The youth has positioned the brand in most fashionable and with affordable price category.
  • Working class: - The working class person has made the potential positioning for the company in between the most convenient with low price. 

The most effective generic strategies of the company are differentiation and cost leadership strategies. In a differentiation strategy, the major focus is on the different products that are offered to the customers under one roof. This strategy can help the customers in getting the wide range of products which leads to the satisfaction (Baker, 2014). Target Australia makes use of the differentiation strategy due to which they provide the different products under one roof. The cost leadership strategy includes keeping low prices for the products and services than any other company so that if in case the competitors reduce the prices there is no impact on the company for the same (David, 2011). Target Australia does follow this strategy which is one of the reason due to which they offer the products and services at low prices.  

  • Market entry mode: - It is suggested to the company to select the joint venture market entry mode because this mode will help the Target Australia Company to understand the customers, culture and people needs of India. Along with this, the company will learn more about the market of India which will help them in performing the operations.
  • Target market: - It is suggested to the company to make use of the multi-segment strategy in which the company can target the different customers which will help the company in meeting their objectives in India.
  • Positioning strategy: - The positioning strategy that is recommended to the company is to offer the low pricing strategy with the high quality which shows the price-quality approach.
  • Generic strategy: - It is recommended to the company to offer the low-cost leadership strategy with the differentiation strategy in the Indian market which is appropriate for the company.

Financial and Market Share Objectives of Target Australia

Conclusion 

In the end, it can conclude that Target Australia can get the good results if they expand their business operations in India. The marketing plan of the company for the Indian market is discussed which include the process of screening which is used by the Target Australia to analyse the market which is suitable for them. In addition, the mode of entry is discussed with the related to the concepts and theories. In addition to this, the target Australia selected segment and target market is discussed in the report. This has been found that the positioning of the company varies according to the target market of the company. The discussion related to the generic strategies of the porters has been discussed in the report. In the end, the recommendations to the company have been offered in the Indian market. 

References 

Baker, M.J. (2014). Marketing strategy and management. New York: Palgrave Macmillan.

Cameron, N. (2017). Target CEO: We want brand love with mass reach. Retrieved from: https://www.cmo.com.au/article/620333/target-ceo-we-want-brand-love-mass-reach/

David, F.R. (2011). Strategic management: Concepts and cases. UK: Pearson/Prentice Hall.

Gillespie, K., & Riddle, L. (2015). Global marketing. New York: Routledge.

Hollensen, S. (2015). Marketing management: A relationship approach. Pearson Education Limited.

IBEF. (2018). Indian Retail Industry Analysis. Retrieved from: https://www.ibef.org/industry/indian-retail-industry-analysis-presentation

Keegan, W.J. & Green, M.C. (2015). Global marketing. Upper Saddle River, NJ: Pearson.

Kotler, P. (2015). Framework for marketing management. Pearson Education India.

Laskar, A. (2018). Alibaba explores joint venture with Reliance Retail. Retrieved from: https://www.livemint.com/Companies/1mvbhDUjZd9khrSUroW5MM/Alibaba-may-invest-5-billion-in-JV-with-Reliance-Retail.html

Loh, J. (2018). Singapore’s retail industries continue to record overall sluggish growth in April, mainly attributed to ‘mixed performance’: SingStat. Retrieved from: https://www.businessinsider.sg/singapore-retail-industries-sluggish-growth-april-mixed-performance-singstat/

Lojacono, G., Misani, N., & Tallman, S. (2017). Offshoring, local market entry, and the strategic context of cross-border alliances: The impact on the governance mode. International Business Review, 26(3), 435-447.

Lovelock, C. (2011). Services marketing: People, technology, strategy. Pearson Education India.

Luca, N.R. & Suggs, L.S. (2010). Strategies for the social marketing mix: A systematic review. Social Marketing Quarterly, 16(4), pp.122-149.

Management Study Guide. (2018). Different Modes of Market Entry for International Retailers. Retrieved from: https://www.managementstudyguide.com/modes-of-market-entry-by-international-retailers.htm

Melewar, T.C. & Gupta, S. (2012). Strategic International Marketing: An Advanced Perspective. New York: Palgrave Macmillan.

Shen, Z., Puig, F., & Paul, J. (2017). Foreign market entry mode research: A review and research agenda. The International Trade Journal, 31(5), 429-456.

Statista. (2018). Leading retail chain operators in China in 2017, by retail sales (in million yuan). Retrieved from: https://www.statista.com/statistics/289214/china-top-10-retail-chain-operators/ 

Statista. (2018). Retail Industry in China - Statistics & Facts. Retrieved from: https://www.statista.com/topics/1839/retail-in-china/

Yan, A., & Luo, Y. (2016). International Joint Ventures: Theory and Practice: Theory and Practice. New York: Routledge.

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