International Marketing Analysis

Question: Discuss about the International Marketing. Answer: Introduction: The company Modelez International that was formerly known as Kraft Food Group Inc is keen to expand the product Vegemite in the global market. The company Mondelez International is a multinational American beverage, food and confectionary conglomerate that is based in United Sates. The Kraft food employees suggested in the use of the name Mondelez ,a combination of the words world and delicious. The name was changed in the year 2012. The products under the brand Mondelez include cookies and crackers, chocolate, gum and candy. The company Mondelez is chosen, as there are some products that are not available globally like Vegemite that is available in Australia. Vegemite is a product that is only sold in the Australian market by the Australian subsidiary of Kraft. Vegemite is a food paste of the dark brown texture, which is made from the remaining breweries extract. There are also some vegetables and spices added in it. Cyril P Callister in Melbourne developed this product in the year 1922 (mondelezinternational.com 2016). The similar type of product as Vegemite is also available Marmite of British and New Zealand, Promite of Australia, Mighty Mite and many more. Vegemite is salty and bitterly that is rich is Umami. When trying to enter the global market for the expansion of the product Vegemite the company has to consider the different aspects of marketing. The consumers are getting more evolved as they are able to comprehend the latest trend and that has mainly occurred through the internet or media penetration in the household. This has made them aware of the changes in the product happening due to the changes in the technology, additional features, changing habits and awareness of manufacturing across the country and outside. Some important steps are to be considered by the marketer for continuing a sustainable business worldwide. In the process of marketing management, the aspects that are to be considered are market analysis, market planning, and implementation of plan and control of the market. This will be helping the marketing manager of Mondelez International to analyze and evaluate the stages of the campaign after the complete survey and taking the feedback of the customers, which wil l help them to understand what type of marketing strategy that is to be adopted to make the brand flourish. The technique needs to be change continuously so that the brand looks new. The basic principle of marketing needs to be followed so that a rapport is developed with the customers. Literature Review: When the marketing manager of the company Mondelez International does marketing then there are some basics of marketing needs to be taken into consideration. Marketing Management Concepts: The way of establishing a profitable relationship with the customers is termed as Marketing. The main of marketing would involve creating a value to the customers and capturing the value on the return. There is some marketing management task, which the marketing manager must fulfil. There is a need for the developing of the marketing strategies and plans, capturing of the insights of marketing, building relationship with the customers, developing of strong brand (Anderson 2012). This would help in delivering and communicating the value so that there is long-term growth. The marketing concept involves the idea of satisfying the needs of the customers so that the company realises profit. There is a need for the business to have the right goods and services, right time, right price and right place to sell the product (Boone 2012). Communication with the customers is very important. The main concepts of marketing management involve: Market Analysis: The market analysis involves the activities of the company that has occurred in the past, present and the future. The stress would be of the future task as there is keen perspective of marketing manager to look into the macro environment. Market Planning: After the analysis of the market, the marketing manager comes out with the marketing plan. This would be helping the organization to expand the agenda of the company in the market and meeting the objectives as per the mission of the company (Moutinho and Huarng 2013) Implementation of plan: After the planning and the evaluation then there would be the implementation of the marketing phase. The adjusting situation and taking into consideration of the timing is very necessary (Mullins and Walker 2013). The marketing implementation of stage would be involving activities of promotion like email marketing , coupon promotion and many more. Conclusion and Recommendation: The marketing manager requires for marketing the product in a dynamic market place. The marketing manager of Kraft Australia needs to have some essential skills so that it can operate in the international market. The manager needs to think critically so that he is able to solve the problem very quickly. However, the international expansion of the product might be difficult but the management of project must be done carefully as it is a very crucial part. There is a need for an analytical bent for analysing the customer database of the world. There is need for the company Kraft International to go for research before considering on the marketing of the product. The sales forecast, cost analysis, profit analysis, and the competitive pricing analysis must be made prior to marketing of the products. There is a constant need for the up gradation of the technology. There are number of ways through which the company Kraft can enter the international i.e. Direct exporting, indirect exporting, licensing, franchising, joint ventures, consortia, wholly owned subsidiary and opening of branch offices. Any type of market entry strategy is adopted as per the convenience. The company Kraft Australia, a subsidiary of the company Mondelez international has to face a tough competition in the international market, as there are a large number of sellers who are selling almost identical products, which buyers can easily substitute. The company Kraft Australia to grab a large market share would be applying the effective marketing strategies so that more number of targeted customers avail the product. References: Anderson, D. (2012).Strategic marketing planning for the small to medium-sized business. [New York, N.Y.] (222 East 46th Street, New York, NY 10017): Business Expert Press. Belch, G. and Belch, M. (2012).Advertising and promotion. 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