INTERNATIONAL MARKETING

International Marketing

[Name of the institute]Table of Contents

Selected Market3

PESTEL Analysis3

Political Factor3

Economical Factors4

Social Factors4

Technological Factors5

Environmental Factors5

Legal Factors5

Opportunities and Threats Arise from Above Analysis6

Marketing Mix7

Product7

Product benefits7

Price8

Place8

Promotion8

TV Advertisements9

Newspaper advertisements9

Social Media10

Sponsoring Events10

Stalls10

Billboards10

Recommendation of strategies14

Role of social networks15

International Marketing of frozen Food Company

Task 1: Discuss Market Selection & your final destination country. Also include an Environmental Analysis

Selected Organisation and Market for its Expansion

The organisation that is selected for the purpose of this assignment is Birds Eye Iglo Group Limited. Birds Eye Iglo Group (Birds Eye) is a UK-based frozen food company that produces, markets and distributes frozen food products such as fish, poultry and ready meals, including fish fingers and schlemmer filets (DataMonitor Report 2010, 7). The principal activity of the company is to produce, distribute and sell frozen food products under two iconic brands, Birds Eye in the UK and Ireland; and Iglo in Continental Europe.now BirdsEye wants to expand its market. They want to go to a market that is untouched by its competitors. So, the market that is selected for the purpose of international expansion of the Birds Eye Ltd is Pakistan. Following part of the paper explains environmental analysis of Russia and reason to choose this market.

PESTEL Analysis

The PEST analysis is a tool for designing and devising the strategy. This method is used to analyze the macro-external environment in which a company operates. PEST factors play an important role in the opportunities for value creation strategy.

Political Factor

The political situation of Pakistan has always been fluctuating. But, from past few years the government at national level is stable and then there is no change in the major positions of President and Prime Minister of Pakistan. Although, one thing that should be noticed that at regional levels different political parties often argument and fight with each other. These frequent fights often creates chaotic and law and order situation in different cities, which in turn, affects the daily business and economic situation of the country (DataMonitor report 2010, 4). The important thing for Birds Eye Ltd would be getting a license and permission to operate in Pakistan. Pakistan currently is in need of foreign investment and promotes international brands to operate in their country. The prospects are that Birds Eye Ltd would undoubtedly get a license to work in Pakistan. Another important thing to be taken into account is the foreign policy of Pakistan. The part that Pakistan is playing in the war of terrorism and various aspect of relationship with US often affects the foreign policy of Pakistan which in turn affects the relationship of Pakistan with foreign countries. Although, the relationship between the government of United Kingdom and Pakistan is very well and stable, but if any act or measure taken from the side of the UK government affects the relationship then Birds Eye Ltd may face the challenge in getting the license from Pakistan to operate over there (DataMonitor report 2010, 5).

Economical Factors

The economy of Pakistan is on a revival since the last few years beginning 2002. The large government debt, which ...