International Marketing Approaches Assignment Sample

Introduction Of International Marketing Approaches

Marketing is one of the most important sectors of a business to grow in the market.By adopting different marketing strategies every company needs to enhance their quality of marketing for continuous growth and to make a reputed brand name. Marketing can help the conversation to understand the requirement of people and to reach out to all potential customers. Cadbury is one of the largest and oldest family-run companies in the world. It mainly focuses on manufacturing chocolate, candies and soft drinks all over the world. This report is discussing the expansion of Cadbury in Poland and to understand the marketing situation of this country. This report also describes different marketing challenges in Poland. There are several strategies that were adopted by Cadbury to acquire the market in this subsidiary country. This report also discussed the marketing mix and the difference between local and group global marketing. Some strategies are also suggested as recommendations for the organization to continuously grow in the subsidiary company.

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Company background

Cadbury Schweppes is one of the oldest and largest businesses in the world that is run by a family. This company began its journey back in 1824 and for more than 170 years they run the company with tremendous success and continuous growth (Schenkelberg, 2020). The company expanded its branches in 60 countries and 6 different continents. The organization manufactures different cocoa, soft drinks candies. In 1879 the organization started to expand it bit meet business and constructed the first company outside Birmingham.

Figure 1: Products of Cadbury Schweppes

(Source: Schenkelberg, 2020)

In 1881 the chocolate farm received its first order of exporting the products to Australia. On the other hand, the organization introduced its first separate and independent recipe for creating milk chocolate in 1906. However, the major market of this company is New Zealand, Australia, India, South Africa, West Indies, North and South America.

After World War l, the organization innovate different technology to manufacture chocolate with machines that help them to minimize their prices and create cheaper products that are important in the wider market. In the recent situation, the organization is focusing on expanding its business in Poland (Schenkelberg, 2020). According to different information, the category has more than 55,000 employees working in more than sixty countries. According to the annual report of Cadbury organisation the overall revenue of this company was 4.5 billion pounds. The underlying operating profiting the last financial year of 2021 to 2022 was £ 638 million.

Marketing challenges and strategies

Marketing challenges

Cadbury is a company that manufactures different candies chocolate and soft drinks. Therefore it needs to maintain its reputation by maintaining the quality product appearance and its relationship with customers. However, there are several challenges faced by CadburySchweppes that can be counted as the weakness of this organization.

• Global competitors: Cadbury has different competitors in the global market that are focusing on acquiring the business and trying to expand their business in the global market (Chiyem and Christopher, 2022). The major competitor of this company is Hershey, Nestle, Ferrero, Mars, Ghana-cocoa and different others.
• Limited product range: One of the major challenges faced by Cadbury Schweppes is due to the limited product range of this organisation. According to different research for the global market acquisition, Canterbury does not have a wide range of products in their food and soft drinks.
• Recalling its products: One of the other important challenges of Cadbury is that it tends to recall its products. There are several cases and times that the company's product I have been recalled and pulled down from the market for several reasons. For example, after labelling an allergen-free some of the products contained nuts, these issues can make the customers lose their trust in the brand and create negative influences on the brand value.

Marketing strategies

For expanding the business in the global market and acquire customers the organization need different unique strategies for marketing and creating a reputed brand name. The major marketing strategies involve includes sustainable development (ALBAUM and DUERR, 2016).

• Storytelling: Several marketing campaigns of Cadburys are mainly known for their ability to produce interesting and captivating stories that engage the emotions of people being potential customers (Aujla, 2021). Some of the campaigns such as "the gorilla campaign” and "Joyville campaign" are the most important in created emotional connection by storytelling that can potentially acquire an audience.

• Product innovation: The business always tries to create unique products by innovating new and unique shapes, flavours and packaging designs. However, it never compromises with the taste and quality of its products.
• Digital Marketing: This organisation has a strong presence in digital platforms for introducing its marketing and values in significant social media and digital platforms (Chigudu, 2020). It has a huge number of followers on Twitter and Instagram. Other than that it values YouTube for marketing with different advertisements.
• Charitable activity: The organization engaged in different charitable activities for helping people aren't building a positive reputation for example the company create a partnership with Age UK for helping lonely and elderly people

Other than these the company also focuses on creative packaging and iconic logos that can make an interesting appearance to their packaging system (Bailey and Alexander, 2019). It also creates different campaigns such as Christmas "Cadvent" campaigns for customer acquisition.

4ps of marketing

The marketing mix is mainly composed of the 4Ps of marketing that are product, price, place, and promotion. However, different market strategies such as product or service innovation and customer experience marketing investment that help them create a reputed brand and make continuous growth in the organization.

Product mix of Cadbury

Cadbury is a company that mainly created its reputation by manufacturing products with maintaining quality. Therefore to maintain the societal demands and the requirement of customers, it needs to focus on quality enhancement. Other than that the organization is focusing on creating a diverse range of products and creating different flavours for different countries for customer acquisition based on demographic consideration demand volatility production cost and potential competitors (Eze, 2020). The major products of this company arebiscuits, chocolate, candies, beverages, and several others. Other than all the single products the organization also creates complementing festive occasion products for festivals celebrated in their subsidiary company countries.

Price mix

The business values their products and maintains their price range based on the quality of the product and its appearance. The price mix is mainly determined by competition package size demand and target demographic (Dash et al. 2021). The company has a one-thought-world strategy to reach out to the targeted customers and demographics. The organization follows a pricing strategy that mainly based on different aspects.

• Skimming price: This is mainly created for customer's demand for new designs or products there keep the organization in a higher place in the market competition.
• Economy pricing: Economy pricing Cadbury Schweppes produces various amounts of different goods for appealing to an abroad segment audience and customers (Kubicki, 2023). Under this segment there are different products that are used for enhancing the market requirement at a reasonable price these products are mainly.
• Bundle pricing: This approach is mainly used for selling bundles of items at a lesser cost for the customers. These bundles are mainly on sale during festival seasons and holidays.

Place mix

Cadbury introduces its products from a global perspective and caters their products in large client ways markets. It influenced different market situations with strong distribution networks. This organization also create different items that are based on different places such as named Fever Tree, which shows respect to the place of the beginning of the company. Other than that these companies also focus on creating different market sizes for urban and rural markets.

Promotion mix

Promotion mainly referred to the accents and activities taken by the company to inform the market about its services products and uniqueness. By creating different camp advertising campaigns and storytelling methods the organization is mainly promoting their products (Jinu, Mary, 2020). There are different catchy taglines used by the company that are mainly created for customer acquisition. Other than that the organization creates different hash tags and viral videos for social media and other influencers for influencing marketing. Other than all those the organization also used different classic methods for promoting the products such as billboards banners and promos and in magazines or newspapers.

Global vs. local marketing strategies

Global marketing is mainly standardised marketing strategies that help organisations to understand the requirements of the target audience on a global level. On the other hand localised marketing mainly focuses on the requirements of people in a specific geographical place (Magnani, 2022). Local marketing can be easier to understand as the requirements and the climate of the place make different situations for the organisation.

For understanding the Global market it is necessary for the organization to clearly understand the competitors that can be obstacles and create challenges for the growth of the company. For expanding the business in a global perspective the organization needs to understand the requirements in a wider range (Jacu?ski et al. 2021). Therefore they need to create their campaigns advertisements and other marketing elements too based on the requirement of all the potential customers around the globe.

• Reaching out to possible markets: By creating a global campaign the organization can reach out to different people from different continents and countries that can create a huge number of potential customers.
• Understanding target customers: By globalizing the organization can understand the requirement of target markets and customers that helping them to create and modify their products as per the requirement.

In the case of categories introduction to Poland is mainly based on customer acquisition or marketing.

According to different researchers, it is important for every business in Poland to create successful e-mail advertisements or e-mail marketing (Sashi et al. 2019). In Poland, e-mail marketing is one of the best ways to get to the customers and norms. Therefore Cadbury needs to create put strong and impactful e-mail marketing campaigns to acquire customers in Poland.

Applying marketing approaches

According to different organizational data and information, it is evident that the Polish market is mainly focusedon regional and faithful ways of marketing. Poland mainly has more purchasing power from their rural inhabitants. Therefore it is important for organisations to understand the marketing approach that can be helpful in Poland.

More than 92% of Polish households have access to the Internet and more than 70% of the people buy their products from online platforms. Therefore it is important to create different applications and websites for successful online marketing (Tien et al. 2019). Other than that organizations need to focus on creating e-mail marketing and successful television marketing as the people choose their products from innovative advertisements and organizational success rate sold on the Internet and television.

Conclusion

The assignment concluded that effective marketing contributes to business strategies in terms of internationalisation. There is ananalysis of the scope and key concepts of international marketing measures. In addition, there are reasons stated for marketing in international countries among them the most important discussion that has been focussed on is the growth and expansion of the business. This has been focussed as the companyCadbury Schweppes tends to invest 20 million for buildinga new confectionery business on a Greenfield site in Poland. Hence, in this regard, there is anevaluation of the key criteria and selection process that can be used by the organisation for internationalisation in Poland with a clear explanation. There is an analysis of the different market entry strategies along with their advantages and disadvantages as well. to promote a clear understanding of the internationalisation measures and their impact on the business. This has been done in order to frame different strategies in order to have the evaluation of the opportunities and challenges for marketing internationally. Furthermore, there are discussions based on themarketing plan that needs to beadapted for standardisation across international markets. Apart from this, there is a debate about the global and local market measures to support the marketing plan to exercise further growth and development.

Activity 2: Presentation

International marketing approaches

• Exporting
• Creating a joint venture(Westerninvestor, 2023)
• Fully owned subsidiary
• Foreign direct investment

Figure 1: Establishing a joint venture

(Source: Western investor, 2023)

There are different approaches that can be considered by Cadbury Schweppes in order to enter into the Central and Eastern European confectionery market. This implies that the company is in need to exercise a bigger marketplace in the new country for supplying its products and services. In this regard, international marketing approaches need to be implemented that include exporting goods and services, creating a joint venture, owning a subsidiary or investing directly for expansion. However, the company has stated that it wants to move forward with the direct investment approach with an investment of about 20 million in order to build a personal factory that will contribute to thedevelopment of a new confectionery business on a Greenfield site in Poland.

Advantages and limitations of UK

There are certain limitations and advantages linked with international marketing approaches. The advantages of the approaches state that there is the enhancement of reputation and trust within the market situations that can ensure the economic stability of the company on a long-term basis. There are advantages of developed infrastructural facilities along with a skilled labour force. There is an appreciation for technological advancements that enable strong international connections as well. Stating the disadvantages it can be said that there is a limitation as the marketplace is domestically saturated as a result there is intense competition from local retailers. Apart from this, there are language barriers faced by the country due to cultural differences and there are measures of uncertainty in terms of Brexit as well. Complexities related to legal and regulatory framework pose a limitation for the country as there are risks associated with currency fluctuations and exchange rates. This happens as there is less knowledge available in the marketplace to cope with the marketing measures.

Advantages and limitations of Poland

There are certain limitations and advantages linked with international marketing approaches. The advantages of the approaches state that the country provides a strategic location for marketing purposes in Central Europe as a result, the country exercises growth in the economy with an increasing consumer base. Being in Europe, the country provides access to the European Union and Eastern European marketplace by ensuring a cost-effective and skilled labour force. The country also promotes education along with access to favourable incentives for investment. In addition, Poland also exercises growth in the tourism industry and also promotes cultural heritage. Stating the limitations, it can be said that the country provides a limited area for marketing that arises challenges in terms of language barriers, cultural differences and changes in consumer preferences. The country has limited access to infrastructure facilities in some areas that enables intense competition in the local markets. Lastly, the country promotes a limited knowledge of internationalisation.

Porter's 5 forces analysis (Poland)

The competitive analysis of Poland states that the threat to new entrants is posing an impact from medium to high as there are well-established firms in this sector in the market (KEEGAN, 2016). Stating the bargaining power of the suppliers, it can be said that the impact is between low to medium as the company can collaborate with alternative suppliers that will enhance their focus on unique selling propositions. Though the suppliers can demand high pricing for the delivery of goods and services, the company can exercise the power of collaborating with different suppliers at a time and filter out the suppliers demanding high rates for their services. The power of buyers o n the other hand, gives an impact between low to medium although they are exercising higher power in terms of negotiation of prices. This implies that the buyers can negotiate the price of the products as per their preference. The threat to substitutes poses a medium impact in terms of competitiveness along with the pricing structure implemented by the competitive industries. This implies that there is a need to implement cost-effective measures in the supply of products to the customers by analysing the pricing structure of the competitors. Stating the impact of the competitive rivalry, it can be said that it will have an impact of medium to high as there are many competitors that are well-established in the country with different marketing strategies such as Biedronka, Kwestiasmaku and so on. Hence, there is a need to analyse the strategic implementations of the companies in order to frame unique strategies for implementation.

Recommendations

• Engaging the audience on a regular basis
• Need to neutralize the sugar contents (Drewnowski et al. 2022)
• Need to expand the product range

The recommendations in this regard can be stated that there is a need to continuously engage the audience in order to increase brand awareness within the expanding country that is Poland. This can be done by collaborating with the local brands or by implementing promotion measures with the help of advertisements. Apart from this, the company can make necessary changes in their pricing strategies by analysing the pricing measures of the competitors in order to stand in the intensely competitive market of Poland. This can be done by organizing surveys with the customer and local retailers in order to have access to the feedback to make necessary changes in the marketing measures (LOWE et al. 2019). This seems to be a helpful measure in terms of internationalisation.

Secondly, there is a need to neutralize the sugar level in the food and beverage that need to be served by Cadbury Schweppes in Poland. This needs to be done as most of the people in the country are concerned with their health conditions. Apart from this, the main reason for accessing this step is to reduce the increasing measures for obesity and overweight that can lead to diabetes and ultimately become the reason for death in the recent times. This is due to excessive sugar intake that causes Kidney failure. Furthermore, reducing the sugar content will also help in the healthy dental conditions as a result people can go with the food and beverages on any occasion. In this regard, the company can use stevia-based solutions, mix the sugar with syrups, and use porous sugar. These measures can help in reducing the sugar content in the food and beverages supplied by the company to the suppliers. This can be an advantageous option to have internationalisation measures in Poland.

Thirdly, the company needs to expand its product range as this will help in engaging the customers within the company and its offerings. This will furthermore help in targeting a wide range of audience in less time as they will be able to have access to a wide range of products in a single place. This may include an introduction to cuisines along with the food and beverage so that the company can attract more customers. As per the above discussions, it has been analysed that the country is addressing tourist attraction measures along with cultural heritage that can be beneficial in this regard. This can help the company to grab a strong market position in the country within a short time interval along with a strong consumer base.

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