International Marketing Management
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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.
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
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 3rd largest 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 The Malaysian culture is not as dominant. which have direct impact on the business Many multinational exist. Its very hard to and its working. But the companies which make an impact in the country. adopt it become very successful in the market.
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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.
Customer Preference and Market Findings
This research was conducted as to understand the customer preference and other factors which impacts their choice of product. Q1. Do you like pasta?
Frequency
800
750
700 600 500 400
A. Yes
750
300
250
200
B. No
250
100 0 A. Yes
B. No
Customer Preference and market Findings 500
450
450
450 400 350
400
400 350
350
300
300
300
250
250
200
200 150
150
200
150 100
100
100 50
50
50 0
0 A. 10-20
B. 21-30
C. 31- 40
B. Twice in a week
D. 41-50
A. Daily
D. Rarely C. Once in a week
Q.2 What is your age?
Frequency
Q3. How frequently Frequency do you eat pasta?
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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Customer Preference and market Findings 800
450
700
700
400
400 350
350
600
300
500
250
250
400 300
200
300
150
200
100
100
50
0
0
A. Yes
B. No
A. Italian pasta
B. Mexican pasta
C. Chines pasta
Q4. Do you think pasta is not healthy?
Frequency
Q6. Which flavour of pasta do you prefer most?
Frequency
A. Yes
300
A. Italian pasta
400
B. Mexican pasta
350
C. Chinese pasta
250
B. No
700
Recommendations The Japanese market present a lot more opportunity than the Malaysian market. The Recommended market for expansion will be Japan
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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Advertising strategy Bursting Adverting strategy where company is going to invest heavily on promotion of product in the Japanese market. 90.00%
Investment
Impact
85.00%
80.00% 70.00%
70.00%
60.00%
2 million Yen
70.00%
50.00% 40.00% 30.00%
5 million Yen
85.00%
20.00% 10.00% 0.00% 2 million Yen
5 million Yen
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 Frequency 10 years-20 Years 350 21years-30years 450 31years-40years 150 41years-50years 50
50 150 400
200 Yen 300 Yen 400 Yen 500 Yen
350
Price 200 Yen 300 Yen 400 Yen 500 Yen
Frequency 400 350 150 50
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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