Assignment

Of
International Business Management

Submitted to Dr. Zeeshan Ahmed

Submitted by Zainab Khurshied

Roll No 161268

Date 27-12-2019
Case study
ARJMST brand

Q1- Conduct a SWOT analysis of the ARJMST brand?

Strengths
 Unique way designs
 Themed jewelry collection
 Modern way of marketing
 Right target market identification

Weakness
 Different names for each new collection instead she would offer new articles with
company name
 Meaningless and lengthy brand name people can’t remember such big name
 She is more focusing on packaging
 Deviate from its initial business jewelry to trophies and corporate gifts

Opportunities
 Should build up its own jewelry making institute in hometown with the same brand name
 Put investments in small business
 Launching an app would benefit the foreigners to get access
 She should make alliance with some famous apparel brand
Threats
 Establish market and competitors
 New brand emergence in future offering same pieces with more added values
 To big brand name people not remember and ultimately shift
 Unfavorable economic conditions

Q2- What is the competitive advantage of ARJMST?

 First competitive advantage is product line of ARJMST they introduced trophies,
corporate gifts, shields, etc which was not offer by their competitor brand
 Second advantage is she named every new collection with some reference either desert or
pearl story that create suspense for people and they want to purchase the products by
listening the logic behind
 Third competitive advantage is that she is including packaging in every product
Q3- How do small businesses go international? Which stage will be
appropriate for the ARJMST brand?
Small business can go international by meeting these 5 stages of internationalization
Stage 1: Domestic-market establishment
Stage 2: Export research and planning
Stage 3: Initial export sales
Stage 4: Expansion of international sales
Stage 5: Investment abroad
ARJMST brand is still not well known brand in the world so Azza should move towards stage 2
that is Export research and planning because in order to go international one have to collect all
the necessary information required for entering. By doing the appropriate international-market-
research and planning activities is that by creating a written document, potential problems and
weaknesses can be identified more easily. This enables ARJMST to foresee potential challenges
prior to making the investment of time and money that will be required for successful export-
market development.

Q4- Help Azza in internationalizing her brand. What entry mode options she
should adopt to enter in a foreign market and how?
Following are the entry modes for internationalization of business
 Exporting
 Licensing and Franchising
 Partnering and Strategic Alliance
 Acquisition
 Greenfield Venture
As Azza jewllery brand already established market of UAE then she should move towards
international expansion and use entry mode of partnership or strategic alliance because Azza
don’t know the demographics of the country in which she is going to enter so in order to
understand that market demography, geography, economy and political environment ARJMST
first should make a strategic alliance with foreign partner and gain knowledge and experience by
learning the business in that particular country than it should move towards greenfield venture.

Q5- How can Azza market her products to foreign customers?

Azza market her products to foreign customers by using following channels
 Social media promotion
 Point of sale promotion
 In store displays
 Shelfing
 Word of mouth
 Kiosk
  Sales promotion
 Magazine Ad

Q6- Advise Azza in detail about the international marketing strategy and
marketing mix she can adopt for her ARJMST brand?
Azza can use following international marketing stretegies to expand its brand internationally

Importance of Product
Azza job is to make its company’s product appear more desirable than any of the alternatives on
the international scene and in each specific region. She should design its brand elements, price,
packaging, and all other things in such a way that attract the consumers attention in foreign
market. She should make its product valueable for its end consumers. And promote its products
like unique master pieces that anyone want to purchase. That will create a good image of its
products in the mind of consumers.
Price in Marketing
Setting a price is a key element while doing marketing she should set higher prices of its
products than its competitors if she is going to target elite class. Because we belive that higher
price is always result in higher quality so Azza should set higher price than its competitors than
market its products in contemporary ways.

Marketing and Packaging

Azza need to advertise so customers know about its product. Marketing its products includes
appearing at trade shows, developing an influencer and social media strategy or even paying for
Google or other sponsored ads. As Azza is focusing more on packaging so it will be a
competitive advantage for her in foreign market. So its AD should include packaging.

Marketing mix
Product
Azza should not simply place its product on a shelf in a retail store and expect customers to
purchase the item. The product must have packaging that catches the eye of a potential customer,
information regarding its contents and a name that is memorable.
Price
If Azza set the price of the product too high, and with same features potential customers will buy
a similar product from a competitor that is priced lower. If the price is too low, the company's
profit margin on the item will be too low to justify the cost of production. Azza should look at
the price of similar items in the market as well as the cost of the item to the company and select a
price and use for the advertising campaign.
Placement
There are three types of placement distribution:
  Intensive
 Selective
 Exclusive
As Intensive placement involves placing the product in as many markets and stores as possible
for a widespread reach among consumers. Azza should use both elective and exclusive
distribution channels. Selective placement is when the company has a specific consumer in mind.
Like Azza sell high-end luxury goods, she should place the goods in cities with high disposable
incomes. Exclusive placement is used when you supply only one customer, such as a niche shop,
with your items.

Promotion
Promotion is the key element while launching a business or new product development. Azza
should focus more on promotion after all the process promotion should be done on
 Social media
 Point of sale promotion
 Discount
 Coupons
 Trade promotion
 Sale promotion
All the promotion should be done by foreign marketing agency Azza should contact foreign
marketing firm and promote its products in local style through local channel of promotion