Answer to Question #301013 in Marketing for JAHID

Question

Critically evaluate the international marketing strategy of a company of your choice. It is expected that your company will be a major multi-national company operating in most of the major markets of the world. Thus you can choose companies from different industrial sectors, for example:

• Samsung and Huawei in smartphone market

This assessment entails the identification of the company's mission statement and the role of the internationalization in its business strategy. The main concepts of international marketing should be applied to your case company. Your report should be applied to your case company. Your report should include:

a. The company's motives for international growth

b. The markets targeted

c. The methods of market entry

d. Unique strategies to adopt during the current VUCA (Volatile, Uncertain, Complex and Ambiguous) world

The implementation of the marketing mix should be discussed and the success or otherwise of its international strategy should be evaluated. (1000 words)

Answer 1

Both Samsung and Huawei have gone worldwide in order to build or extend their businesses. Generating more revenue, competing for new sales, investment opportunities, diversifying, cutting expenses, and hiring fresh talent are all advantages of entering overseas markets. Samsung's target demographic is those between the ages of 15 and 45 who are interested in the latest technological developments. They are heavily influenced by television and internet media, and they are particularly interested in local TV shows, as well as celebrities and their aspirational lifestyles. Huawei is a firm that prioritizes innovation while also valuing research and analysis. They chose college students as their major target customers after completing customer segmentation because they anticipate most college students would become part of the middle-income group in the future.

Samsung had expanded and diversified into a wide range of industries. It had spent billions on expanding its business and developing new items. Their goal was to be the best in a variety of divisions and commodities. Samsung's investment had paid off, and the firm had grown to become one of the world's largest enterprises. Last year, revenues peaked, and this year, they are slightly lower. Samsung's plan is to expand beyond its home market and provide international divisions with the skills and resources they need to be self-sufficient. The entry mode used by Huawei is the export approach. Geographical distance and local market conditions are also influencing variables. Huawei began to penetrate the Asia, Middle East, and North Africa markets in the year 2000, and in this area, Huawei also uses the export method to join this market.

In the integration-responsiveness framework, Samsung's international strategy looks to correspond to the "transnational" approach, despite the homogeneity of the main firm products. It observes how the market reacts, promotes successes, and eliminates failures. To deal with the uncertainties produced by individual diversity, Huawei promotes unity. The technological startup seeks to bring people together from all walks of life and inspire them to work toward the same goals.