International Marketing Assignment Sample

 PART 1- BRAND ANALYSIS

INTRODUCTION

The Kmart is one of the America departments of big box chain of store and the company headquartered is located in Hoffman Estates Illinois of United State. The company main merchandise is through variety of stores and discount. In the years 1899, the company was incorporated by S.S. Kresge, a salesman of traveling hardware and John G. McCrory, a owner of general eight merchandise of stores which are located in Eastern of United State and in the years 1962 the first stores name was opened as Kmart. In the years 1897, S.S Kresge and John G.McCrory, opened a stories of giver and ten cent which was located in Tennesse, Memphis and Detroit .In the years 1962, under the designed program by the president company Harry B. Cunningham the company has entered the large scale of discount form the market of retail with the construction of the first stores of Kmart in Detroit. In the years 1994, the Kmart company operated about 2483 global stores including the stores of discount which is about 2323 with the center of Kmart stores located in United State. Throughout the history the company has expanded with an erecting average of eighty give discount of stores per the years with the next two of decades in United State and Canada. With the increase in the competition in the world largest retailer of market, the company of Kmart was declared as Bankrupt in the years 2002, although some of the company stores of retailer were shut down, the company has survived both form the legal difficulties and bankruptcy.

SMART Goals

KMART PORTFOLIO

The Kmart cooperation is one of the second largest in the U.S discount of retailer, with an outlet of 2100 in fifty different states, Puerto Rico, Virgin Island and Guam. With the rise of the competitor in the market retailer the company has a brutal competition leading to decline and bankruptcy in the year 2002.The company has successfully recovery from the bankruptcy and it is currently operating in about 462 stores which is located in  United State, New Zealand and Australia and it has employs about 50,000 members or worker (Careless,2021). The company it own and operate in department of stores which offers product like window covering, furniture, kitchen, appliance, craft, pets, fragrance, television, camera, GPS, toys, bath collection etc which are the essential in the daily lifestyle of customer or people. The company also offer brand of exclusive that include Route 66, Joe Boxer, Smart sense and Jaclyn Smith  by providing a platform of reward shopping for the customer to earn their points and receive the benefit both from stores and online. The company is also committed in providing a enjoyable and a seamless of shopping experience to the customer which includes both the stores and the online. The company main vision is being one of the greatest shops that provide the customer with better products but at a lower prices. The Kmart online stores, it e-commerce of net sale are usually generate entirely form United State and it offers a wide range of products like furniture, appliance, hobby, toys and electronic and media. The online stores it was launched in the year 1999 and about $334.9 million of net sales is generated every year from the online store. The company portfolio is one of the active asset in order to aligned with its strategy in the market. Today, the company has gained about 20,600 user taking into account the company online stores and it is overall improving the company revenue and performance throughout the market. The company is following one of the strategy of discipline by actively managing the company portfolio. The company still continues to invest their plan for future to open its stores in different countries in the coming of the fiscal years.

KMART ELEMENT

Kmart company or group it stood in the second position when it comes in the retailer market. The company main key of strategies or strength it’s the mix of marketing. The Kmart company it sell variety of products by bringing those products in the market based on customers need or want. The products are available in every category ranging from the hardware, groceries, appliance, goods of health, entertainment, wellness and furniture. The company it buy large quantities of products to achieve the discount and the scale of economies by maintaining its strong relationship with the company supplier (Ekaterina,2021). When it comes in the price of the products it influences the success of the future and the long term of continuity. The profit is usually determine form the sales and the competitiveness of the market product. If the price is high for a product then the profit which is per the unit of sold will also be high. Whereas if the price of a product is low then the demand will be high, in the case of products pricing the company has perfect position of prices strategy by coming with friendly customer pricing which focus on bulking the sale in order to maximize the sale rather than making the products overpricing . With this mix strategies the company has enable to bargain with the most player of affordable in the chain of supply to keep the pricing of products low. When it comes to the promotion of the company it is also a mix strategies , the Kmart company it frequently runs promotion with the available of discount across the different season or special events.  The Kmart company it employs a array of diversified of media advertising which includes the ads of TV, social media and e-commerce. The company also provides secure in their method of shipping to ensure the highest level in the service of customer who are purchasing the product form the online store or website. When it comes in the location of the business it is one of the key elements for the customer, the Kmart company had various strategies when it comes in ensuring the factors related to the place as the marketing of mix element in which with the strong platform of e-commerce it allows the customer to purchase the goods without having them to visit the location or stores physical. The company network of distribution it make it easy for them to stores or collect the order as well as to deliver the products to the consumers directly. The company is also operating in different location in United State, New Zealand and Australia by giving them a geographical outlet in their strategies to further expand company in different world (Hilmersson,2021).

KMART EQUITY ( KELLER’S CBBE MODEL)

The Kmart company is still focusing on improving the overall company performance when it comes in hearing the hearing the needs and wants of the people. The company it aim to advance the diversity, inclusion and equity by focusing on creating a more team of diversity, inclusive in every level  which will foster he culture where employees or associate are engaged in order to achieve the company potential and object in the mission of customer. The company main strategies when it comes making a progress toward more inclusive and diversity society to strengthen the overall company it includes: (Onoz,2021)

• Hiring, developing and promoting of the association: The company aim to build a diverse and team of inclusive throughout the business by offering both the men and women from different cultures the opportunities to grow and support in their development. The company has introduced the race and inclusion training in the years 2018, the program it contains about 7 self of paced learning path for the associate of home office including the model for the bias of unconscious, leadership of inclusive and competence of cultural (Badash,2022).
• Fostering the inclusion in culture: the company seeks the inclusion in the culture where the entire associates will have the same feeling of belonging by empowering them. The company it also set to tone the top diverse board and the team of the executive by striving to help every of the associated to be a leader of inclusive and further making the decision of the company based on the culture, respect, integrity and excellence. In the years 2019, the company comprise of 40 percent of women and people of different color  and about 26 percent of the U.S associates in their workforce and about 36 percent of women and people of different color comprise in the company management and about 10 percent in the U.S management of associates. By providing the economics of opportunity and upwards of mobility to all remove the discrimination and broaden the talent of pool in the company(Fernande,2021).
• Sourcing of inclusive: The supply chain of retail it has help the company to create the opportunity of economic for thousands of people in the United State, New Zealand and Australia who are producing food and other different product. The Kmart company support the diverse supplier and the company use the philanthropic and business resources which will help producer to have access to the market. In the years 2020, the company has announced a new program which is offering a diverse qualified of payment at a lower cost of rate with the goal to access the working of capital in more equitable and affordable way.
• Advancing the equity in the society: The company it aim to make advance in their equity, diversity and inclusion in the society by driving the disparities of systemic through the initiatives of business and the resources of philanthropic. In the years year 2020, the company has established a two shared of value network in order to advance the equity of racial in the criminal justice in U.S, education, health care of system, financial with the main focus on disparities the affect of African and Black American of people.

The company is working towards to build resilient and inclusive communities with the diverse

support of communities which includes people of different color, women, disability of community and the community of LGBTQ in order the build trust, deepen of empathy and encourage people to work across different line by building a foundation of collaboration in the company workplace.

Figure 1: shows the CBBE model of Kmart company.

 KMART MANTRA

The company “brand of mantras” is a part to refresh the brand, store and experience of online. The company Kmart is has introduced new tagline or mantra which is “Kmart is righter here, right now” using as a recording of the Jesus Jones in the years 1992 the pop of song (Kurniawan,2021). This ad of the company it employ the theme of urban which is further expressing the cross of cultural appreciation which reflect where the America is today and where it will be tomorrow. In which the first rule company is to improve the lives of the customer by providing them the better quality of service, product and different solution that can earn their trust and build the relationship for the lifetime. The second rule of the company is communicate with the company partner, employees and customer for better understanding while building the trust and loyalty among them and the third rule is motivate each other in the company by setting high goals in order to support each other during the time of challenges (Wu,2022).

 PART 2- INTERNATIONAL MARKET ANALYSES

SLEPT ANALYSES OF 3 CULTURE DISTINCT MARKET

The SLEPT analysis is a framework in order to assess the external environmental of the organization influences. The analyses it consist of five factor which is affecting environment of macro i.e. social, legal, economic, political and technologies. All of these factors are used to identify the threat and opportunities that can be further used in the SWOT analysis. The SLEPT analysis of three distinct culture markets includes Tupperware, adidas and apple (Pandey,2021).

Tupperware

The Tupperware corporation is an American multinational company in the multi level of marketing. The company was founded in the year 1946 by Earl Tupper, in which the main focus of the company is one kitchen and products of household in which its main line of product is known as the container of plastic for the storage of food and preparation. The SLEPT analyses of the company Tupperware Company are further discussed below:

• Social factor
• The level of skills and demographic population.
• The class, power and hierarch structure in the society.
• The level and standard of education in the brand Tupperware industry.
• The gender role and social convention.
• The attitude of health and environmental consciousness.
• Legal factor
• The law of anti-trust in the container and packaging industry and in every country.
• Law of discrimination.
• The law of employment.
• The law of health and safety.
• Protection of e-commerce and consumer. (Zhang,2020)
• Data protection from copyright and intellectual of property law.

• Economic factor
• The growth rate of economic.
• The rate of unemployment.
• The rate of inflation and the interest rate.
• The level of education in the economy.
• The cost of productivity and labor in the economy.
• The intervention of the government in the free market which is related to consumer goods.
• Infrastructure of quality in the container and packaging industry.
• Advantage of comparative in the host country and the good of consumer sector in that particular place or country.
• Political factor:
• The stability of political and the importance in the sector of packaging and container in the economy.
• The risk of military invasion and the level of corruption.
• The framework of legal for the enforcement of contract.
• The protection of intellectual property.
• The incentive and the rate of taxation
• The regulation of industry for safety in the consumer of good sector.
• Technologies factor
• The recent development of technologies by the Tupperware cooperation of competitor.
• The impact of technology in the offering of product.
• The impact on the structure of cost in the industry of packaging and container.
• The impact in the structure of value chain in the sector of consumer goods.
• The rate of diffusion in the technologies.

Adidas

The  Adidas company is a multinational corporation of German, its headquarter is located in Herogenaurach in Bavaria. The company was founded in the years124 by Adolf  Dassler. The company designs and manufactures clothing, shoes and different accessories and it is one of the largest in the manufacture of sportswear (Casey,2021). The SLEPT analyses of adidas includes:

• Social factor
• The conscious of health customer.
• The pants trend of yoga.
• No activities of outdoor.
• The support of community program.
• The investment in the game of Olympic,
• Legal factor
• The right of patent.
• The sponsoring of celebrities and events.
• The trademark of losing.

• Economic factor
• The pandemic of economic recession.
• The rate of exchange.
• The issue of the local economic.
• The product of leisure.
• The issue of counterfeit.
• Political factor
• The trump administration in import and export of tariff.
• The regulation of the supply chain.
• The law of government.
• Technologies factor
• The adapting of technologies.
• The raw material of smart tech.
• The platform of retail e-commerce.
• The method of testing.

Apple

The apple company is one of the America multinational of technology that is specializes in the electronic of consumer, online service and software. The company was founded in the year 1976 by Steve Jobs, the company is one largest in the technologies of American. The SLEPT analyses of apple include:

• Social factor
• As the world of gadget evolves the apple product have marked their present in the market of the international.
• With the rise in the common purchasing of power several of the market in the world the purchasing of the product of luxury have also gone up.
• The processing of the items are considered as the symbols of status in many of the societies this has increased the overall sales of the apple products.
• Legal factor
• Apple company has participated in different proceeding of legal since the company began to operate.
• The apple company has number patent cases with their player like Samsung and HTC.
• In the year 2009, the corporation of the Nokia has sued the company of apple for infringement of the patent of Nokia related to the technology of wireless.
• Economic factor
• The currency, inflation and recession are the main economic factor of Apple company.
• The products of apple are view as a luxury product therefore the customers have started the pending less on the products (Abba,2020).
• Fluctuating of US dollar value.
• Political factor
• The present of bad political relationship which is between the US and other country have bad outcome for Apple company.
• The company its manufactures number of its products and parts outside the country of US like Ireland, Republic of Czech, Korea, Cork and China.
• Technologies factor
• The short lifetime of technology.
• The new innovation of products.
• One of the new technology and innovation of advanced products is the iPod in which the market has demise of the walkman.

The Kmart company can collaborate or make partnership with these three companies i.e. Tupperware, adidas and apple. Though, these three companies are one of the renowned companies when it comes in the international marketing. By making partnership and using the image and reputation of these three companies. The  Kmart company has widen or expand their items or company by selling products from these companies at a reasonable price which will give the company the gain their advantage in the market and also attract more customer in the market by furthering expanding the overall market in different region or countries (Fajt,2021).

COMEPETITOR ANALYSIS OF EACH MARKET

Tupperware

The Tupperware company has many competitors in the market which includes rubbermind, cambro, thermo, Milton, Usana, OXO, locknlock, shakless and juiceplus. Throughout the years, the company has remained one of the strongest in the market of kitchen and products of household with total number of employees 11,300 in every countries . In the years 2020, the company revenue was about $1.7 billion, with a cross profit of 1.3 billion and net income of $11.2.2 million compared to other companies. (Zhang, 2020)

Adidas

The following top competitor of Adidas includes Nike, Puma, Under Armour, New balance, Asics, FILA, hanesbrands, foot locker, anta and Li Ning. The company has employees worldwide which comprised of 56,888 employees including 50 percent for male and 50 percent for female. The set sales of the adidas was about  $31.218 billion in the years 2020, with a investing of about $200 million in the R&D. The company has remained successful throughout the year and it still one of the strong competitor in the market.

Apple

The apple company is one of the dominant leaders in the global trade of market with a market share of about 56.62 percent. The company main competitors of the company include Samsung, Amazon, Asus and Huawei with a 24.06 percent, 5.44 percent, 1.62 percent and 3.97 percent. The apple company has maintained its position in the leader of maker with its new innovation and technologies. In the years 2020, the company revenue was $156.3 billion with a net income of about 34.6 billion.

 PART-3 STRATEGY FOR MARKET ENTRY

SELECTION AND JUSTIFIED OF NEW INTERNATIONAL MARKET TO ENTER

The Kmart company can further expand the company in United Kingdom, with the overall joint venture with other company which is located in United Kingdom. The United Kingdom is one of the major influencer when it comes in the industry of marketing since the country it offers ample of education and opportunities of career. United Kingdom, is one the country with a large number of skilled and educated people, this will provide opportunity for the company since there is a high available of people for job. Throughout the years UK has mature when it comes in high spending in the consumer market with a liberal of economy, the talent of world class and the business friendly of environment regulation. Since UK is one of the easiest market to set up the Kmart company with a large scale in order grow the business (Goodings,2021). The UK has one of the lowest in the corporation of tax rate and when it comes in the innovation it is the best and most ambitious in the ecosystem to further grow the innovation of the company. The UK has  the strongest forces of customer or people, by introducing or establishing the company in this country it will help the company it gain their customer since the country has largest force of customer who are active in daily innovation and trends in market. By establishing the company and offering  the people of UK with reasonable price of retailer shop with different varieties of products like window covering, furniture, kitchen, appliance, craft, pets, fragrance, television, camera, GPS, toys, bath collection etc which are the essential in the daily lifestyle of customer or people. The company will be the first in the UK, to offer various different categories of products in one stores with a reasonable price, this will eventually attract large force of market thereby further expanding the company in different countries (Vanhaverbeke,2021).

MARKET ENTRY STRATEGY

When it comes in the market entry of strategies it usually includes direct export, licensing, franchising, partnering, joint ventures, buying a company, piggybacking, project of turnkey and the investment of Greenfield. The Kmart company market of entry strategy will be joint of venture with adidas company in the United Kingdom, by making a collaboration with the adidas company it will help the company to gain their advantage in the new market by attracting vast attention of the people. By selling adidas clothes, shoes or sportswear in the company store at a affordable price this will eventually increase the sell rate of the company in the first days by overall increasing the capacity of the company. With the expertise and knowledge from adidas company it will eventually help the Kmart company to increase their access to new idea and knowledge in the country by further expanding large specialized of staff, greater access to resources and new technologies in the market in order to improve the overall market strategies and structure in the world of competitive market. Both the Kmart and adidas company can work together by sharing same aim in the overall market of competitive, in which both the companies can shared investment, expense and expertise of technical, as both the companies can get their advantage from each other which will give both of them equal benefit and by becoming partnership in the market it will help both the Companies to gain their demand in product by increasing  in the overall market performance.

RECOMMENDATION FOR STANDARDISATION

The Kmart company can use the strategy of standardization, since the strategy of the standardization it mainly used when the company treats the whole world as one market with the a little meaningful of variation. Some of the strategies of standardization the Kmart company must include:

• The settlement on a specific product or service: The company should gauge with product or service which will sell more in the market of international making it easier for the business to create their strategies of standardization.
• By understanding the company market: The company must have a in depth of understanding with their main market target before launching it in the international market since every region has different language and culture. The Kmart company must first seek to have a proper understanding in the behavior of the people in the a specific place or location.
• Be more aware of the competitors in the market: In order for Kmart company to make their profit, the company must first study and understand their main competitors in the market and what sort of strategies they must use. One of the most effective strategy for a international standardization is attracting more customers than other brand of local or international.
• Secure a uniformity: The Kmart company has settle the signifier of the brand which will help the company to further express their message of standardized more effective. The company must used image, logos ,sound and colors to be more consistent across different region.
• Creating a plan for marketing: The Kmart company must ensure that when making a plan for their marketing the company main goals and objective must align with the company overall project. So that the company work and action align with the specific efforts of region.

INTENDED POINT OF PARITY AND POINT OF DIFFERENTIATION

The point of parity is the element which is essential for a brand or company to be considered as one of the full fledged of competitor in the particular market category. The Kmart company of retailer can gain their full fledge in the competitor market since the company will offers varieties of product with reasonable pricing which most of the company in UK does not provide this will help the company to regain their full fledge in the world of competition. The point of difference it actually refers to the different factor of the product or service that established the differentiation. By using the strategy of introducing new clothing, sportswear and shoes etc it will give the company a great advantage which is completely different from other competitive market in retailer since most of the retailer company does not collaborated with high brands in the market in order to increase their sell. By using this technique it will overall give the company the advantage of competitive in the market by attracting more customers throughout the world.

CONCLUSION

 It can be concluded, even though the Kmart company has lost their reputation due to bankruptcy. The company can further expand their overall business by moving or stepping in the international market with a proper implementation of strategies for the company in the marketing and planning, this will help the company to move forward or enter in the international market by giving them the advantage to regain their overall business image and reputation in the market.

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