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Znya Organics: Market Entry Strategy And Marketing Strategy

911 Words4 Pages

2.1 Introduction The theoretical framework discusses the pertinent theories to this research project. This research project focuses on the export and marketing strategies for Znya Organics. The following sections intend to identify market entry strategy and marketing strategy by using academic papers. 2.2 Theory 2.2.1 Market entry mode selection Before entering into a new market, it is essential for the firm to identify market entry strategy and evaluate the possible influences that can affect the firm expansion to a new market. Market entry strategy involves how company wants to allocate its products, technologies and human skills to another market. Carazo and Lumiste (2010) described foreign entry mode as an institutional agreement that …show more content…

• International shipping through a third party: by adding an international shipping to its domestic website. This has a low investment and risk but with full control. This does not actually increase customer experience and brand control. • Branded information website: by building a digital channel to enhance brand image for the physical sales channel. With this entry mode the retailer can maintain control over brand image. However since customer cannot purchase directly from the website, it is difficult to measure the impact of the …show more content…

With this mode the firm has less control over it product and brand image, therefore it is important to choose partner with similar position. • Established marketplace: by selling 2.2.2 Competitive strategy According to Brandenburger and stuart (1996), “The essence of strategy lies in creating favourable asymmetries between a firm and its rivals” (p.804). A competitive strategy attempts to identify and secure the most promising market segment within a product-market area (Pearce & Robinson, 2003). To achieve a competitive advantage, customers must value a firm’s product or activity more than its competing firms (Hollensen, 2010). Lee & Lee (2011) described Porter’s generic strategies as a way for company to achieve competitive advantage. Porter’s generic competitive strategies (1985) consists of: • Cost leadership: when a firm aims to be a low cost producer in its market. • Differentiation: when a firm wants to distinguishes itself from the competitors by producing products or services that are unique. • Focus: when a firm select a specific segment and competes with a cost-focus strategy or differentiation focus (Lee & Lee,

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