Impact and Role in International Marketing †MyAssignmenthelp.com

Question: Discuss about the Impact and Role in International Marketing. Answer: Introduction: The main objective of marketing strategy is to increase the sales and accomplish the sustainable competitive advantages for an organization. It consists of both short and long-term activities in the area of marketing. Pongrass publishing systems are famous in Vietnam for supplying newspapers and magazines to the customers. The respected firm is working in this industry for 25 years. Along with this, products of the Pongrass are classified into the Classified Booking V6 and Classified Pagination. The efficient and effective marketing management strategy will help the respected firm to promote its goods and services among the customers of the nation. In context to this, digital marketing strategy is one of the most suitable strategies which will offer various benefits to the Pongrass publishing system and lead to enhance its sale and profitability (Papadopoulos and Heslop, 2014). Market entry strategies are planned method for delivering products and services to the new target market of the Vietnam along with distributing among them. Pongrass Publishing System can use this strategy for entraining into the new market of the nation. With the help of these plans, the company will achieve enhanced sales, brand awareness, and business stability. These strategies are explained below: Alternative Export Entry Strategies Alternative Export Entry strategies for Pongrass Publishing system are as follows: Direct Exporting of products or services: In this, the company will get the opportunity to sell and deliver its goods or services directly to the customers. Pongrass will negotiate, contract and work directly with the client while using this export strategy. The benefit of this approach is the unavailability of middleman which results to higher return on the investment and lower prices of items. Along with this, the organization will become more competitive while using the strategy for entering into the new target market. Proper use of this approach can develop a healthy and vigorous relationship with the customers of the nation as well. This approach will result to transfer the rights to build another firm at Vietnam along with the new partners (Czinkota and Ronkainen, 2013). Indirect Exports: Irrespective of direct exporting of product strategy, this approach needs intermediate for selling and delivering products to the clients. The export is taking place in indirect form with the help of intermediary like an agent, foreign distributor, trading house, representative, etc. By offering an excellent and attractive price, these intermediates are always available for doing certain kind of work. Final Market Entry Strategy From the above analysis of the two export entry strategies management, it is clear that both have their advantages and limitations. Concerning the Pongrass publishing System, direct exporting of products or services is best entry strategy. This approach will offer the organization a chance to increase its customer base by developing new relations at the new target market of Vietnam. By using this, the company will able to create brand awareness and trust over the people concerning to its services or products (Schilke, Reimann and Thomas, 2013). Competitive Advantage and Market Positioning Evaluation Competitive Advantage Companies work for gaining competitive advantages by producing the goods or services at a lower price. Pongrass will have to understand the buying criteria of people of Vietnam and strategies of competitors for enhancing the sales and profit margin. The organization will use different importance matrix for gaining competitive advantages in the industry. With respect to this model, following areas are necessary to describe: Target Segment: In this, Pongrass Publishing will divide the market of Vietnam into the sections and concentrate on them by offering desired products they needed. The new target segment of the respected firm is newspaper industries of the cited firm. The organization will provide new systems integrated with latest technologies for publishing newspapers fast and efficiently. Individuals working in newspaper sector believe in deploying systems with latest tools and techniques for reducing the time and optimum utilization of resources (Felzensztein, Stringer, Benson-Rea and Freeman, 2014). Target segment evaluation(s) of key competitors: By analyzing the strategies of the competitors, the company will able to influence the target portion of the nation. From the analysis, benefit segmentation will be the best approach for the Pongress products. Market Positioning Options The perception of clients towards a brand or product with respect to the competing brands is called as market position. The process of developing the image or identity of a product for customers is called as market positioning management. For developing an active image of the brand at the new place, companies need to focus on it's distinguishing features. Pongrass Publishing System also needs to use effective market positioning strategy for developing an effective brand image of products and services among the customers of Vietnam. The company will utilize the following process for creating effective positioning strategy: Development of the positioning statement: In this step, Pongrass will have to develop statement having basic and formulaic sentence structure for sending an attractive and useful message to the customers regarding the products. To determine the uniqueness of product: In this, the organization will have to identify a unique feature of the product like latest techniques along with a low price or used quality brand, etc. which can influence clients to purchase items (Katsikeas, 2014). Development of positioning process: After the above step, the company will create process regarding the positioning by emphasizing the competitors, market target, and segments. Pongrass will also use an appropriate approach like positioning within a category, positioning along price lines, positioning according to product benefits, etc. For the respected firm, positioning by price and quality will be the right approach. This will fulfill the needs and want of the clients and tend to increase their satisfaction level. Perceptual Maps: This will include diagrammatic mental representation of individuals regarding the relative place different brands occupy within a category. The company can use any algorithm for developing this map as per its need. This includes cluster analysis, correspondence analysis, conjoint analysis, multidimensional scaling and many others (Pongrass Publishing Systems. 2017). The above steps will help Pongress to give shape to the preference of customers which is one of the primary sources for developing compelling brand image into the market. The appropriate strategy for market positioning will be positioning by price and quality. High-quality products in low price will attract people to purchase them which will lead Pongress to gain competitive advantages. References Czinkota, M.R. and Ronkainen, I.A., 2013.International marketing management. Cengage Learning. Felzensztein, C., Stringer, C., Benson-Rea, M. and Freeman, S., 2014. International marketing strategies in industrial clusters: Insights from the Southern Hemisphere.Journal of Business Research,67(5), pp.837-846. Katsikeas, C.S., 2014. Journal of International Marketing: Objectives, Challenges, and the Way Forward.Journal of International Marketing,22(1), pp.1-4. Papadopoulos, N. and Heslop, L.A., 2014.Product-country images: Impact and role in international marketing. Routledge. Schilke, O., Reimann, M., and Thomas, J.S., 2013, May. When does international marketing standardization matter to firm performance?. American Marketing Association. Pongrass Publishing Systems. 2017. [Online]. Available Through: https://www.pongrass.net/. [Accessed on 4th October 2017]