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Student ID Number/s: Student Surname/s: Given name/s:

S00255370 THOBIAS THOMAS

Course: MBA School: ACU

Unit code: MKTG602 Unit title: International Marketing

Due date:03/04/2019 Date submitted:03/04/2019

Lecturer-in-Charge: Al Marshall Tutorial Group/Tutor:

Assignment Title and/or number:

DECLARATION OF ORIGINALITY
By submitting this assignment for assessment, I acknowledge and agree that:
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group work as defined in the unit outline.
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THOBIAS THOMAS KULANGARA 03/04/2019
Signature of student(s): ________________________________________ Date: ___/___/___

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 Table of Contents

ASSIGNMENT COVER SHEET 1

INTRODUCTION 3

BRIEF PROFILE OF THE CASE 3

SUMMARY 4

KEY ISSUES 5

SECONDARY ISSUES 5

WHAT CASE ILLUSTRATES ABOUT INTERNATIONAL MARKETING. 6

ACADEMIC ARTICLES FROM THE LITERATURE 7

LINKAGE BETWEEN ACADEMIC ARTICLE AND THE CASE. 7

RECOMMENDATIONS 8

CONCLUSION 9

REFERENCE: 9

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 Introduction

In a globalised world, even the smallest company has international connections

even if it is not familiar with that. (Risko & Troy, 2014). International
Marketing introduction requires present-day ideas of financial exercises as per
the necessities and foreign markets (national, worldwide) so as to meet their
present and future needs with most extreme proficiency. The requirement for
information on international marketing happens when we need to acknowledge,
to offer and elevate merchandise and ventures to shoppers and clients in
different nations (Daniel & Adrian, 2014). International Marketing goals are
more complex than those of local marketing, the fundamental driver being that
there are two dimensions of vulnerability in regards to wild factors. The
principal level is produced by the business in general, and the second-factor
with respect to individual nations. (Daniel & Adrian, 2014).

Brief profile of the case

In this case, it focusses on a farmer known as Adam Issa who is a farmer

cultivating Australian Wildflowers. His farm is located in outskirts of the
Sydney metropolitan area. He cultivates different varieties of flowers such as
kangaroo paw, waratahs, banksias and Koala ferns. Beside the sale in domestic

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 market, he had also extended his product availability to international markets
mainly in Europe. With the help of an exporter, his fresh cut wildflowers reach
different parts of Europe. Now Adam is focusing on how he could improvise
his sale of wildflowers in European market and double his revenue.

Summary

Adam Issa is an Australian wildflower farmer located in Sydney. He cultivates

different varieties of high quality wildflowers which is of very good exporting
quality. With the help of an exporter his wildflowers reach different parts of
European market. And the exporter gives him strict instructions as to how the
flowers are to be prepared for next season and so on. Even though Adam is a
supplier for international marketers, but he is not directly involved in
international marketing. While he tries to get himself more involved in
international marketing he has to face a lot of issues. Being one of the major
issue as how he could directly get more involved in international marketing and
what are his realistic options to do so. Even if he directly enters the market how
well he can understand the demand of European customers and how he could
improvise his relationship with different distributors. In order to achieve his
competitive advantage over his competitors, Adam focus on a diplomatic
approach to attract the European market and through that he could double his
revenue.

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 Key issues

In this case, the Australian Wildflower farmer Adam Issa, faces a lot of issues
with respect to expanding his sale of wildflowers to the European Markets. One
of the major issues he faces at present is that “Can Adam Issa realistically
himself become more involved in international marketing, and if what are his
realistic options?” In this instance, the major problem face by Adam is that how
he could improve his international marketing technique in such a way that his
sale of wildflower into European market could be doubled or tripled in coming
years. And what are the new varieties of methods or actions that he needs to
implement to attract European markets. In order to achieve a comparative
advantage over his competitors, Adam Issa must be well refined about the
different ways or he must be sure of certain specific intentional marketing
methods to get a wide range of consumers. If Adam is able to plan and
implement strategies/methods suitably, he would be able to export more of his
wildflowers to Europe. And by doing so he could multiply his revenue and this
could have built a trust in the minds of European customers.

Secondary Issues

Even though Adam Issa is well aware of his key issues which is causing a
barrier for him to expand his sales, he must also take consider some other
relevant issues that will help him to solve his major ones. Such as “How to
know what European consumers want flower wise, and how to establish
relationship with European distributors, customers etc.” Adam is never
absolutely sure which flowers will be hot sellers when selecting flower seeds
to plant for the European markets. And also, another factor is that many
wildflowers will not yield marketable quantities until the plants are over three
years old. At present for Adam, his mission is to know more about his end
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 consumers are and he also wants more information about which flower seeds
to plant according to the market demand. Moreover, even if he tries to do all
these things by himself to improve his exports, he cannot eliminate the factor
that he has a current distributor in Europe who helps to sell his flowers to
European markets, who is his biggest customer and provides him with regular
cash flow. By keeping all these important facts in mind, he has to implement
innovative methods to improve his exports.

What case illustrates about international marketing.

In this case of Exporting Australian wildflowers, it widely covers a lot of

international marketing methods and technique that a person should keep in
mind when he/she plan to distribute their product or services to different
markets all around the world. Some of the factors about international marketing
that states in this case can be related to some of the following topic. Mainly it
talks about International Logistics. International logistics is the tool and bridge
of international trade. International logistics' rationalization and scientification
provide a guarantee for the development of international trade. (Lyu & Jing,
2015). International logistics is defined as the design and management of a
system that directs and control the flows of material into, through and out of
the organization across national boundaries to achieve its objective at minimum
total cost. In this Adam, main focus is on how he can improvise his exporting
through various logistics methods at a minimum cost. This case also talks about
on International Distribution too. Distribution channels are composed of
interdependent institutions that must cooperate to perform distribution tasks
while simultaneously pursuing independent and collective goals. (Mehta, Ito,
Mazur & Anderson, 2013). International distribution channels are the link
between an organization and its customers in the market around the world. For
an organization to realise its marketing objective it must be able to make its

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 product accessible to its target market at an affordable price. And this case also
talks little bit about International Retailing/ online Retailing. Retailing is a
particularly interesting field in this regard because firms are usually directly
linked to end-consumers. (Jonsson & Tolstoy, 2014). International retailing is
any retailing activity that transcends national boundaries. International retailers
have grown into some of the world’s largest organizations, rivalling or
exceeding manufactures in terms of global reach.

Academic articles from the literature

From the recommended journals given in the unit outline I have taken two
suitable articles I believe it can be related to this case. First article is about the
term Direct selling, marketing channels, direct marketing etc. the article is
called as “which marketing channel is right for your company?” by Bellin
howad. The second article which I found out can be related to the strategies/
approaches needed to enter into an international market. This article was
formed with a joint contribution of five different authors. It explains about
relationship marketing, internet marketing, international markets etc.

Linkage between academic article and the case.

The first article mainly talks about the concepts of marketing channel. In this
article, the author discussed about the strategic value of marketing channel for
company. In the journal, they also explain about the difference between direct
selling and direct marketing of products, and the reverse direction of channels
in business operation. Author also have mentioned about the partners of
marketing channel including dealers, distributors and original manufactures.
(Bellin, 2016). In our case as well Mr. Adam also think about how he could

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 directly sell his products to European markets through online and other
methods.

The second article mainly focus on the adoption of digital communications,

facilitated by internet technology, which had a significant role in marketing
products throughout the world. This article also talks about certain effects of
new technologies and the changing global business environment and
understand different kinds of approaches needed to enter into new international
market. (Watson, Weaven, Perkins, Sardana & Palmatier, R, 2018). In our case
Mr. Adam also focus on how he could improve his strategies without causing
any damages to his current relation with distributors and attach new European
customers

Recommendations

A possible recommendation for the issues faced by Adam Issa is that he should
focus more on widening his current international distribution. Through
improvising current distribution channels, he can create a link between more
European customers and wholesalers. To achieve his marketing objectives, he
must make products accessible to its target market at an affordable price. In
order to create reliable and efficient international distribution channel he must
focus on channel configuration and channel management. Through channel
configuration the organization can decide whether to sell direct to its customers
in a foreign market or market it by using local sales force through the internet.
And through proper channel management he can find out best intermediaries
capable of developing markets.
Another way of improvising his sales is through online Retailing. By creating
a particular website of his organization, he can create a direct link with the
European consumers. Through that he could understand what actually his
customers really want. By regularly collecting data from the customers he can

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 decide which flower need to harvested for upcoming yeas. And with the help
of internet he can double his reach for his flowers all over European market.

Conclusion

To conclude, Adam Issa must follow more diplomatic approach for

international marketing practice. In order to do so, he should follow either a
more centralized approach with low involvement of countries, or a more
decentralized approach with more openness and more involvement of target
markets for which the communication is planned. (Bahles, 2014). If he is
focusing on a centralized approach, he can improve his current relation with the
distributor he has at present and also find out more distributors from different
parts of Europe. Or if he is going for a decentralized approach, he must focus
on more on online marketing to attract customers. And he may also have to
appoint a person in Europe and focus his involvement in getting more target
customers through proper marketing channels.

Reference:

Lyu, L & Jing, Z, 2015, “The Impact of Modern International Logistics

Development on International Trade in Tianjin”, Management & Engineering,
Vol. 1, no.21, pp. 73-76.

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 Mehta, R, Ito, T, Mazur J & Anderson, R, 2013, “Determinants and
Consequences of Cooperation in International Strategic Distribution Channel
Alliances”, Contemporary Management Research, Vol. 9, no. 4, pp. 363-367.

Jonsson, A & Tolstoy, D, 2014, “A thematic analysis of research on global

sourcing and international purchasing in retail firms”, International Journal of
Retail & Distribution Management, Vol. 42, no. 1, pp. 56-83.

Bellin, H, 2016, “Which Marketing Channel is Right for Your Company?”,

journal of marketing channels, Vol. 23, no. 3, pp. 157-161.

Watson, G, Weaven, S, Perkins, H, Sardana, D & Palmatier, R, 2018,

“International Marketing Entry Strategies: Relational, Digital, and Hybrid
Approaches”, Journal of International Marketing, Vol. 26, no.1, pp. 30-60.

Bahles, M, 2014, “Diplomatic Skills Used for International Marketing

Practice”, Central Business Review, Vol. 3, no. 4, pp. 37-42.

Risko, T & Troy, W, 2014, “From Domestic Marketing through International

Marketing to Intercultural marketing”, Economic Affairs, Vol. 59, no. 3, pp.
439-447.

Daniel, G & Adrian, G, 2014, “Internal Marketing Versus External Marketing”,

Economy Transdisciplinary Cognition, Vol. 17, no. 2, pp. 108-113.

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