Description

International Marketing
June 2024 Examination
1. Your Company is planning to enter into international business through exports. Based
on this assumption, suggest the distribution strategy (You can select any product
category of your own choice) (10 Marks)
Ans 1.
Introduction:
Expanding into international markets through exports presents both exciting opportunities and
significant challenges for companies seeking to grow their business globally. As businesses
contemplate this strategic move, the distribution strategy emerges as a critical component in
determining market entry success. This essay aims to explore the pivotal role of distribution
strategy in international expansion through exports, focusing on the intricate balance between
market dynamics, product characteristics, competitive landscape, logistical considerations, and
channel management.
In today’s interconnected world, where borders are increasingly permeable and consumer
preferences transcend geographical boundaries, exporting offers companies access to a vast
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2. Suggest a suitable International promotional strategy for a newly introduced product
in consumer durable market. (You may decide the brand while answering the question)
(10 Marks)
Ans 2.
Introduction:
Launching a new product in the consumer durable market demands strategic promotional
planning to effectively penetrate international markets. In this context, TechEase, a fictitious
brand, is introducing a groundbreaking smart home device designed to enhance convenience
and connectivity for modern households. To ensure the success of this venture, it’s imperative
to devise a comprehensive international promotional strategy tailored to diverse consumer
segments and cultural landscapes. This essay explores various promotional tactics that
TechEase can employ to maximize visibility, engagement, and sales of its innovative product
on a global scale. By understanding market dynamics, consumer behavior, and competitive
positioning, TechEase can craft promotional campaigns that resonate with target audiences
3 Read the case & answer the questions based on the case:
XYZ Corporation, a leading manufacturer of electronic gadgets based in the United
States, is considering expanding its operations into the European market. After
conducting extensive market research, the company has identified France as a lucrative
market due to its growing demand for high-tech consumer electronics. However, XYZ
Corporation’s management team is faced with the decision of selecting the most suitable
mode of entry into the French market.
Questions:
a. Discuss the strategic implications of licensing or franchising as potential modes of
entry for XYZ Corporation. How would these approaches impact the company’s control
over its products and brand image? (5 Marks)
Ans 3a.
Introduction:
Expanding operations into the European market presents XYZ Corporation with the
opportunity to capitalize on the growing demand for high-tech consumer electronics in France.
However, the choice of entry mode carries significant strategic implications for the company’s
control over its products and brand image. In this context, licensing and franchising emerge as
potential modes of entry, each with distinct advantages and considerations.
Concept and application
Licensing:
Licensing involves granting permission to a foreign entity (licensee) to use XYZ Corporation’s
b. Considering the nature of XYZ Corporation’s products & its desire to maintain a high
level of control over its operations, would setting up wholly-owned subsidiaries be a
suitable mode of entry into the French market? Justify your answer. (5 Marks)
Ans 3b.
Introduction:
As XYZ Corporation, a leading manufacturer of electronic gadgets, contemplates expansion
into the French market, the choice of entry mode is critical. Given the company’s emphasis on
maintaining control over its operations and products, the possibility of establishing whollyowned
subsidiaries warrants examination. This essay delves into the strategic implications of
setting up wholly-owned subsidiaries as a mode of entry for XYZ Corporation into the French