INTERNATIONAL MARKETING

Individual Assignment

Term- VI

Submitted to:

DR. PRADEEP KAUSHIK

Submitted by:

PIYUSH AGRAWAL

191341

MBA FT (2019-21)

Date of Submission- March 18, 2021

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 Acknowledgement

I would like to express my gratitude towards Dr. Pradeep Kausik who has provided us with the
opportunity of learning about the global market environment in the form of this assignment of
the course International Marketing. It has been a great learning experience for me.

Regards,

Piyush Agrawal

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Table of Contents
Product Category.........................................................................................................................................4

Standardized Product...............................................................................................................................4

Samsung Galaxy Phones......................................................................................................................4

Comparison of International marketing strategies of Samsung............................................................6

Adaptive Product.....................................................................................................................................7

Pringles Chips......................................................................................................................................7

Comparison of International marketing strategies of Pringles.............................................................9

Service Category.......................................................................................................................................10

Standardized Service.............................................................................................................................10

Emirates Airline.................................................................................................................................10

Comparison of International marketing strategies of Emirates..........................................................12

Adaptive Services..................................................................................................................................14

Amazon Prime Videos.......................................................................................................................14

Comparison of International marketing strategies of Amazon Prime Video......................................16

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Product Category

Standardized Product

Samsung Galaxy Phones

Samsung Galaxy Phones are the range of smart phones which are manufactured and marketed by
Samsung electronics. It is a South Korean company which is the one of the largest electronic
manufacturing company in the world having competitors such as APPLE. Samsung Galaxy
comes into all variants of smart phones from basic to premium range models competing to the all
others with its brand name being the one of the reliable name in the smart phone market

Why is it a Standardized Product?

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Samsung products are standardized in a way that it manufactures its product with the global
standards which helps it in exporting and setting up manufacturing plants in different countries.
Apart from certain features like charging the hardware and software remains the same
throughout with the internal features as a standard for the Samsung smart phones.

Samsung Galaxy Phones PESTLE Analysis

Political Factors:

Surprisingly, Samsung has both lost and benefited from political uncertainty manipulation. The
emergence of the Chinese products has led Samsung to come up with various new strategies to
maintain its position in the market.

Economic Factors:

The company has been able to broaden its global presence due to the opening up of many
markets in the developing world. However, given that the global economic downturn has
severely eroded consumer purchasing power in many developed markets, Samsung is being
pushed to pursue lucrative ventures in emerging markets.

Social Factors:

Samsung is a multinational company run by a family. Despite its international profile, the
company operates as a Korean organization from the ground up. As a result, some elements of
multinational operations change in response to local conditions. Samsung's global company has
had to work locally in many developing markets, to put it simply.

Technological Factors:

Samsung has the most upgraded technology in the market yet it has to go through the many
issues with galaxy which has started exploding. The company replaced with new upgraded the
phones at that time to maintain its goodwill.

Legal Factors:

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Samsung has had to pay hefty fines for allegedly copying Apple's iPad and iPhone, forcing the
company to take a stand on consumer expectations and customer acceptance of its business
practices.

Environmental Factors:

With the advent of a conscientious consumer who expects brands to be socially and
environmentally aware, Samsung must be conscious of the need to ensure that its goods meet the
politically correct modern customer. In other words, it will ensure that it does not jeopardise the
working conditions or pay of its workers who are involved in the final product's production.

Comparison of International marketing strategies of Samsung

Samsung uses different festive offers to market its product. Moreover its different products in the
all price range make it a mass consumer phone. It is different in a way that when compared to
Apple, it is not just limited to premium range models and when compared to Xiomi, it is not just
limited to low range smart phones.

Although Samsung has a lot to do in order to maintain its position as the globalization of Apple
and Chinese phones comes in the way of the global phone maker.

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Adaptive Product

Pringles Chips
Pringles is a potato chips brand which comes is an innovative stackable packaging. It is an
American Brand which was initially owned by Procter and Gamble in 1968 which was taken
over by Kellogg’s in 2012. It is the 4th largest chips brand with 2.2% of the global market share.

Why is it an Adaptive Product?

The first time Pringles were sold outside of North America was in 1991. Pringles are currently
sold in more than 140 countries and come in more than 100 different flavors. Different flavors
are a result of the different choices a country has in their country which Pringles capitalized with
their innovative packaging and out the class taste that it offers to its customers. The flavors of
one country are also available in the other countries as well but has been developed keeping in
the mind the preference of the particular country. Some of the flavors in different countries are as
follows.

 Explosive Chili Chips in Australia

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  Crab Flavor in Russia
 Mushroom Soup Flavor in Japan
 Roast Chicken and herbs in France
 Salt and Seaweed in Thailand
 Serrano Ham in Mexico
 Flame Grilled Steak in UK

Pringles PESTLE Analysis

Political Factors:

Pringles sells its goods in more than 140 countries, rendering it vulnerable to political upheaval.
It has previously experienced difficulties in the United Kingdom and Australia as a result of both
countries' insistence on encouraging healthier foods rather than crisps like Pringles. Pringles
must ensure that it complies with the laws of all of the countries in which it operates, or else its
operations will be hampered.

Economic Factors:

Pringles has a huge economic opportunity because the legendary brand has managed to
distinguish itself from other chip brands.

In most of the markets where it operates, it trails Frito-Lay in terms of market share, which it
may pursue in order to catch up. By 2030, the potato chip market is estimated to be worth
billions of dollars, which is good news for Pringles.

Social Factors:

Pringles introduces international and regional flavors in various countries. This allows
consumers to connect with the brand while also learning to appreciate its diverse selection of
flavors from around the world. It also develops tailored marketing strategies for various countries
in order to better integrate its brand.

Technological Factors:

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Pringles has always been able to embrace new technologies. The brand's name is derived from
the co-inventor of the method that generates uniformly sized chips. In the age of social media
marketing, technology will help Pringles market the brand more effectively.

Legal Factors:

Much before that, a UK court had classified Pringles as potato chips, despite the company's
protests, resulting in a tax rise for the company. The organisation has acknowledged that it must
still adhere to environmental and food safety regulations, which are continually changing and
frequently vary from country to country. Changes in foreign trade policies, such as the North
American Free Trade Agreement (NAFTA), as well as the legal ramifications of Brexit, pose a
threat to the business.

Environmental Factors:

The company has announced that it will continue to work to make its product more sustainable.
Pringles and its parent company, Kelloggs, have announced that per metric tonne of food, they
would reduce water usage, energy use, waste generated, and greenhouse gas emissions by 15%.

Comparison of International marketing strategies of Pringles

Pringles strategy of stacked potato chips makes it unique in many ways and makes it the
premium segment in the chips industry. Although it is 4 th largest in the market, it has adopting
many strategies like making country specific chips and marketing it to the other nations as well
which allows customer to taste the other countries cuisines.

Its campaign ‘You don’t just eat them’ is one of the many amazing campaigns to attract the
customers globally.

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Service Category

Standardized Service

Emirates Airline
Emirates are a Dubai-based airline that was established in 1985. It is the largest airline in the
United Arab Emirates and the Middle East, with a fleet of nearly 300 aircraft flying to more than
150 cities in 80 countries across six continents from its hub at Dubai International Airport's
Terminal 3. The award-winning airline is now the fastest-growing international carrier in the
world.

Why is it a Standardized Service?

With over 2,000 employees working in over 120 call centers and retail outlets outside of Dubai,
the Emirates team spans six continents. Their customer service representatives speak 17
languages and can assist people in contacting them in over 50 different countries. There are

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phone numbers and a Live Chat option. About 4,000 people are helped by their contact centers
around the world even during the busiest times of the day, every hour.

Passengers should expect a smooth check-in experience at the airport, led by emirates' staff. Staff
at the airport was extremely pleasant. Members of Emirates Skywards or those travelling in First
Class or Business Class In the emirates airport lounges, Business Class passengers should expect
attentive service.

They work hard to ensure that the Emirates journey inspires their passengers, from a warm
greeting when you call our call centers to a flawlessly served beverage before your meal.

Among the other famous standardized services are:

 First-class service
 Business Class is the most expensive choice.
 Economy Class is the cheapest choice.
 a catering service
 a scheme for in-flight entertainment
 Services on the ground
 Lounges are places where you can relax.
 Drivers of Chauffeur Vehicles

Emirates PESTLE Analysis

Political Factors:

Since the airline is a subsidiary of the Emirates Group, which is owned by Dubai's Investment
Company, it's only natural that the government has a lot of say in the airline's strategic decisions.

Economic Factors:

According to the International Air Transport Association, the number of passengers flying will
double to 8.2 billion by 2030. It is an amazing opportunity for Emirates Airlines to expand its

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business in North and South America, as well as move into Europe and Asia, where the airline
industry is rapidly expanding.

Social Factors:

Most people want to fly by plane, but high prices previously made it difficult for middle-class
families to do so. However, intense competition in the airline markets has resulted in a
significant reduction in airline ticket prices, making it possible for middle-class families to travel
by plane.

The improvement in the tourism sector also helped Emirates Airlines increase its revenues.
People nowadays want to fly around the world and see new places. This has created an
opportunity for Emirates Airlines to grow its market share by drawing potential passengers to
their airlines.

Technological Factors:

To retain its status as the world's most successful airline, Emirates Airlines must keep up with
technological advancements. The company has built a navigation system that allows it to
transport more cargo into Kabul International Airport. Previously, if there was low cloud or poor
visibility in Kabul, the cargo had to be offloaded in Dubai. Now but it offloads cargo even in bad
weather thanks to the latest navigation technique.

Legal Factors:

The legal factors the lawsuits by other companies, governments, NGO’s, people etc against the
company or vice versa. Passengers in Europe have a right to compensation if they are delayed by
more than three hours. In this situation, passengers on an outbound flight from the United
Kingdom arrive in Dubai less than three hours late, but too late to catch their connecting flight.
There are many other such incidents in this regards.

Environmental Factors:

Emirates Airlines is ensuring that it imports the world's most fuel-efficient aircrafts, as well as
having the world's youngest fleet as the public is pressuring businesses to buy aircraft that use
very little fuel and, if possible, run on a greener fuel. Furthermore, aircraft are chastised for

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causing excessive noise pollution. Many businesses have had to adapt their strategies in response
to the public's growing demand for action on climate change.

Comparison of International marketing strategies of Emirates

Emirates' slogan is "Don't just fly, fly better"- Flying Differently with Emirates that

said a lot about their business methods. Continue on many airlines

By reducing the cost of providing services, Emirates strives to be different. Although some
airlines irritate their customers by charging the kids seat fee to sit near their parents. As a child,
Emirates sees the family as an opportunity to provide better customer service. They are well
known Go further with your family, starting with their family registry in Dubai. At the airport,
they will provide you with free strollers 24 hours before you can explore and check in your
luggage flight.

On the boat, the child-friendly meals are welcomed by young travelers, and the appearance is
also very popular and Provides endless movie shows to keep them entertained. One thing that
Emirates is famous for is that it has relatively comfortable seats with more legroom than Usually,
well-designed functions, such as power station, in-seat display, etc. Generally, meals are
generally considered above average or at least good on Emirates flights; Including bread,
desserts, salads, main dishes and snacks.

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Adaptive Services

Amazon Prime Videos

Prime video is a video streaming service available for prime members of Amazon with thousands
of movies and shows with no additional cost to the member. The service came into this world in
September 2006 with name as Amazon Unbox. Later on with multiple changes in its names it is
finally named as Amazon prime Video. Prime Video is accessible from anywhere in the world
(except for Mainland China, Iran, North Korea, and Syria). Residents of the United States, the
United Kingdom, Japan, Germany, and Austria were the only ones who could use it at first.

Why is it a Adaptive Service?

Online Streaming Platforms are one of the best examples of adaptive service because it is
undoubtedly publishes its content on the basis of the country specific preferences and choices but
it also targets individual customers on the basis of his preferences for the content in the form of
different genres by targeting through AI-ML algorithms which makes it consumer adaptive
service.

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Another reason of it being an adaptive service is that the content available on Prime Video varies
by country. This distinction is linked to the show or movie's streaming rights. Whichever
streaming service has a contract with the content's distributor will be granted the rights to stream
the show in a specific region. For example, the rights to The Office in the United States are
currently held by Netflix, but The Office is currently available on Prime Video in India.

Prime Video PESTLE Analysis

Political Factors:

There are many political factors like the content which is acceptable in certain country might
now be acceptable to the people of another country. Like for example even in the recent case
where the Indian show Tandav can recently criticized for such factors that resulted in the hurting
the sentiments of the people.

Economic Factors:

The discounts on prime memberships like student discount and certain other added features on
shopping make it a very lucrative option for the audience to buy and reap the benefits. Amazon
subscription if more lucrative as compared to other OTT platforms due to being it the less priced
option amongst others.

Social Factors:

As the usage of internet is getting increased and the corona pandemic forced the people to stay at
home. The usage of the OTT platforms has increased which resulted in increased revenues,
movies premiering in these platforms which resulted in the increased revenue for the company.

Technological Factors:

Amazon invests in many technologies which are innovative and comes as solutions for the
consumer. The release of Fire Stick is one such example where the consumer can stream the
prime video service over the big screen television easily and enjoy his/her favorite shows.

Legal Factor:

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While releasing the content online it is mandatory to get the rights of the content go through
multiple stages which is a long process. And even after the rights the streaming platform
provider might have to deal with certain other legal actions if that is not accepted by the public in
another country.

Environmental Factors:

Amazon being the online ecommerce company now has turned itself into a technology company
which provides Cloud solutions to many companies around the globe and as the streaming
increases the prime video requirement also the factor of environmental concern. Hi-tech
companies are now taking initiatives to build renewable energy projects for servers.

Comparison of International marketing strategies of Amazon Prime Video

Amazon provides multi lingual support as to provide streaming service to regions and expand it
globally. The preference of the customer and the country is mapped with AI-ML and the content
is hence segmented targeted and positioned to encourage the viewer to watch and spend time
with Amazon prime videos.

It comes in the competitive price when compared to Netflix and other platforms along with the
faster delivery service to the Amazon customer which makes its revenue go up with sales in
volume. Although it is said Amazon has to do a lot to rise as it is still not the best in the market
due to many reasons.

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