International Marketing: A Case Study of Sanctuary Spa (UK)

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International Marketing: A Case Study of Sanctuary Spa (UK)

Global marketing principles and possibilities are precise and realizable; therefore, the worldwide marketplace cannot be compared to the home economy. Due to tradition, dialect, legislation, and other considerations, each country offers entrepreneurs a unique problem. These issues may also exist at the national and municipal levels, necessitating even more tailored approaches. When a company joins the international market, it might operate cooperatively or independently utilizing several techniques. As such, addressing a plethora of chances and obstacles requires careful examination. Comprehensively following the evaluation process of global promotion is needed. In entering a foreign market, corporations must choose the optimal strategy to implement and execute numerous tactics (Gomes et al., 2020). Businesses choose a domestic economy depending on several worldwide market scenarios and circumstances. There are several opportunities to use a marketing mix regardless. Therefore, organizations must constantly adopt the mindset of selecting the optimal and permissible technique as survival in the international market is complex and aggressive. Collaborating with other companies is the most effective method for addressing this challenge and competitiveness.

LO1: How Marketing Contributes to Business Strategies in an International Context

Sanctuary Spa is a 1977 establishment that was a gift from designer Gary Cockerill to his wife, a ballerina, so that she and her companions could unwind between engagements at the nearby Royal Opera House. Celebrities have made Sanctuary Spa a renowned venue since they have utilized its offerings. Sanctuary established the luxurious Sanctuary Resort beauty products line in 1988, with components motivated by the resort and tightly integrated with professionals (Sanctuary Spa, 2022). The excellent cosmetics, loaded with creams and butters and had a particular scent, rapidly became as famous as the place. PZCussions, which produces Imperial Leather and Carex products, paid £75 million for the trademark in 2008 (Sanctuary Spa, 2022). The organization is in a favorable position through the employees of all the institutions sectors and to enhance customer satisfaction. The business is negotiating deals in the local region with effectiveness. After increasing its domestic market, Sanctuary Spa is currently focused more on the foreign market in Bulgaria.

P1: Analyze the Scope and Key Concepts of International Marketing

Global marketing encompasses the export of products and services to international marketplaces primarily. In addition to trading with other countries, the exporter engages in various operations. As detailed in this section, the following constitutes the worldwide promotional scope and main themes for Sanctuary Spa.

Licensing Arrangement

Under this scope, a distributor in one jurisdiction transfers protection of intellectual property rights such as copyrights, franchises, and technical expertise to a licensee in another country. In other terms, licensing is a contract between a corporation wanting to conduct its activities in a foreign marketplace and a local retail participant (Morgan et al., 2018). Therefore, under licensing, Sanctuary Spa Firm will provide a foreign business in Bulgaria permission to produce the institutions commercial product in that foreign nation and occasionally in other defined markets. The consent is granted for a price or payment; therefore, Sanctuary Spa is entitled to use the invention, copyright, and intellectual property laws in the Bulgarian economy due to licensing.

Joint Ventures and Collaborations

Partnerships and cooperative operations with a foreign company are additional methods for entering overseas markets. A joint project is an organization established when a global business shares administration and management with a local enterprise in a foreign jurisdiction. The primary characteristic of a partnership deal is that leadership and control are split between a foreign and a domestic company (Kozlenkova et al., 2021). Developing joint ventures and collaborating with foreign enterprises in overseas states for the production and or advertising of the merchandise is central to worldwide marketing. Following these provisions, Sanctuary Spa would collaborate with foreign corporations in Bulgaria, like Black Sea Stars, to exploit export markets.

Establishing Branches

Establishing a subsidiary in a different country allows for foreign marketing. Through affiliates, the exporter builds a business model in other countries, assumes all advertising and promotional responsibilities, and delivers after-sales solutions and other amenities overseas. The formation of an overseas branch requires substantial investment. Foreign subsidiaries manage on-hand inventory and employ the appropriate staff (Kozlenkova et al., 2021). Therefore, a facility in Bulgaria would empower the Sanctuary Spa to manufacture, package, or assemble its products in accordance with market demands. In addition, the division can conduct comprehensive production through equity participation.

Counter Trading

Counter commerce entails trading agreements between private enterprises and authorities or government departments, such as overseas trade organizations like export marketing municipalities and state-owned conglomerates (Kozlenkova et al., 2021). The merchant is obligated to accept particular merchandise or offerings in exchange for the supply of goods or services, such as innovation or production licenses, from the purchaser. Where money may or may not be involved, there is always a connection between exports and imports. In counter commerce, imports are financed through exports.

P2: The Rationale for an Organization to Market Internationally and Various Routes to Market for Adoption

The following are some of the reasons why Sanctuary Spa (UK) wishes to expand its marketing efforts abroad.

Provides better resource usage. Due to various factors, Sanctuary Spa can import everything unavailable in the native nation from other countries at the specified rate. Similar to cosmetic products and brands, excess quantities of finished goods can also be exported to other countries, such as Bulgaria.
Foreign exchange facility. Investing in international markets minimizes the price of products imported from other nations. The export advantage balances it; therefore, it is subsidized by this portion and helps the firms gain an excessive profit; consequently, Sanctuary Spa can benefit.
Enhance better international relations. Worldwide marketing always culminates in excellent social interactions amongst participating nations. Their interactions improve, and they can communicate with one another. Therefore, these actions result in a long-term favorable effect and a healthy relationship between the two governments.
Be at the forefront of global competitiveness. Global marketing gives all countries involved competitive advantages. On the worldwide market, Sanctuary Spa can also take advantage of these capabilities for essential variables such as expansion, labor division, and brand expertise.

Different Routes to Market for Sanctuary Spa

Finding a Foreign Agent or Distributor

Appointing a foreign agent or dealer is one option for distributing to international markets. Under this arrangement, a representative is designated to receive overseas purchases. In reaction to requests submitted by the intermediary, the producer delivers items directly to the client (Watson IV et al., 2018). Using the firms new market sales network, Sanctuary Spa can appeal to consumers. It should demonstrate that they offer customers the highest excellent merchandise. To apply this method, it is necessary to employ a competent merchant.

Setting up an Office

Establishing a local office in the target markets territory is one method of international advertising. Consequently, this may indicate introducing new market activity (Watson IV et al., 2018). If the firm wishes to offer services in the overseas markets region of Sanctuary Spa, this is the path to take. As a result, this will make it feasible to grab the worldwide marketplace and satisfy customers immediately.

Working with Global Professional Employer Organization (PEOs)

Collaboration with a global PEO improves any approach to international growth. Controlling in-house is doable, but without the proper skills and understanding, businesses may overlook many nuances in the regeneration phase (Watson IV et al., 2018). A PEO will collaborate with Sanctuary Spa to assess its architecture and suitability for development, develop data gathering systems, analyze monetary issues, regulatory and ethnic differences, and ramifications, and examine immigration laws. Additionally, they assist businesses with foreign payment requirements and worldwide recruitments. The PEO helps companies advance through the overseas growth process in iterative sprints while maintaining consistency with established objectives (Watson IV et al., 2018). The PEOs will also assist Sanctuary Spa in revamping its digital presence by analyzing items such as the whole immigrant lifecycle and tax with contemporary analytics technologies. PEOs are lifesavers due to the importance of real-time data for a companys growth.

Franchising Arrangements

The main distinction between franchising and licensing is distributing a standard bundle of products and services from one entity to another. The supplier is the proprietor or franchisor, while the recipient is known as the franchisee. A franchise agreement involves the centralization of knowledge and the decentralization of duties (Alon et al., 2020). It is typically found in the pharmaceutical, hotel, processed food, retail, and entertainment industries. As a result, Sanctuary Spa can use this way to enter the Bulgarian market.

LO2: Evaluating Entry to a Selection of International Markets and Defining the Key Success Factors

In most cases, the Sanctuary Spas entry into the worldwide market is motivated by a desire to contribute to institutional prosperity. In this instance, it will strive to give consumers the most high-quality goods and services possible. Even then, various circumstances will provide a variety of obstacles. Being in a new location, Bulgaria, and being informed enough to deliver an exceptional product to the clients can be accomplished with the assistance of various other suppliers. To choose the possible markets, it is necessary to consider certain variables. Consequently, the critical success elements are presented in this section.

P3: The Key Criteria and Selection Process when Entering the Bulgarian Market

When considering entering an overseas market for commercial purposes, there is a particular protocol to follow. As a marketing officer for Sanctuary Spa, I will recommend that it take the measures outlined below.

Country Identification

To enter the worldwide market, correct country identification is required. First, the industrys perspective is assessed, followed by a review of other legal hurdles, possibilities, and obstacles before a decision is taken. In this process, revenue projections are also made, which helps to determine the pricing of those individual products (Deaza et al., 2020). It is a critical step for global marketing, as it is the initial phase of foreign trade. An incorrect choice of the country might negatively affect international trade.

Preliminary Screening

Sanctuary Spas preliminary evaluation must examine monetary stability, exchange rate volatility, economic circumstances, competitive pressures, and domestic demographics. These factors differ by country; for instance, Bulgaria only allows locally owned companies to trade within its borders. There are some nations where political turmoil influences business, and thus if a corporation wants to operate there, it should be reimbursed with a risk premium equal to that of the country in question.

Depth Screening

In this phase, macroeconomic issues and practical considerations are completed. In addition to advertising hazards, the price level that can be imposed in that jurisdiction, supply network, and product differentiation, the scanning also considers how the goods and services must be modified for that nation. There are many tariff and restriction regulations relating to different businesses in Europe (Deaza et al., 2020). Consequently, this boosts expenses and creates barriers for enterprises to trade in these areas.

Final Selection

After the inspection, several organizations are nominated, and the ranking, score, and weighting are determined per the specified criteria. At this time, I will advise that Sanctuary Spas executive group travel straight to that countrys market to understand the circumstances and ultimate decision thoroughly. The leadership team studies the market and its market circumstances before this step. If certain pitfalls are identified, the proper precautions are implemented.

Direct Experience

The firsthand experience is complete at this point, and adaptation to the jurisdictions culture, economic climate, and commercial procedures is done. To fit in with the mindset of the foreign nation, an organization must have a flexible personality, as being too discriminating can generate too many problems (Deaza et al., 2020). Since every governments economy and business processes have flaws, adaptation might be advantageous in some circumstances. With time, though, these obstacles become less significant.

P4: The Advantages and Disadvantages of Different Market Entry Strategies

Global business and worldwide advertising have never been more straightforward than they are now. With so many digital alternatives and capabilities, brands may grow into new countries and reach unexplored markets. However, developing a worldwide marketing plan is not simple. When communicating with various cultures, many essential concerns must be considered. Some major companies have made catastrophic missteps when attempting to enter emerging industries. Therefore, Sanctuary Spa could utilize the below-described marketing tactics to join the Bulgarian market.

Global Strategy

A company with a worldwide strategy prioritizes efficiency over-sensitivity to local needs in each of its marketplaces. This approach is the absolute reverse of a multi-domestic procedure. Some modest tweaks to goods & services may be made in other countries. Still, a global tactic emphasizes the need to exploit economies of scale by delivering virtually identical items and solutions in each region. Sanctuary Spa, for instance, might offer similar medications in Bulgaria and throughout the world but would adapt product guidelines to local dialects. Global methods can also be highly effective for companies whose commodity is concealed chiefly from the clients perspective, such as Intel, which manufactures silicon chips.

Variation in local tastes is not very significant for these businesses. According to Sanctuary Spas targets and strategies, the global plan would be the most appropriate approach to utilize. When a corporation embraces an international technique, it sacrifices local market responsiveness in favor of a cost-cutting and efficiency-enhancing approach (Quain, 2019). A global tactic emphasizes the necessity to obtain cheap pricing and efficiencies by supplying essentially similar products or solutions in each market, despite the likelihood of minor product or service variances in other regions.

However, implementing a worldwide plan for Sanctuary Spa includes benefits and drawbacks. If Sanctuary Spa properly targets its niche, even if it starts offering its products and services abroad, its ideal consumer will not change. Notably, the company may advertise to its worldwide clients using digital channels and webpages, which reduces marketing expenses. When a business joins the worldwide marketplace, global strategy offers additional advertising opportunities, which may help its products and services attract more customers. In addition, the design helps to offset any losses incurred during a domestic economic downturn.

Although a comprehensive solution might assist a firm attract new clients, it has the downside of introducing cultural variations in other countries to impair its product offerings. If Sanctuary Spa does not employ experienced interpreters native to the country where it conducts its operations, communication problems may also misrepresent advertising materials. Setting up a corporation in another country involves a tremendous amount of time, work, and competitive analysis. One of the most costly investments is finding skilled local personnel and educating them to grasp the companys desired vision and culture. Then firms will have to deal with foreign employment contracts, compliance requirements, and the complications of gaining authorization for any domestic workers corporations wish to send over to support the start-up of their overseas organization.

Contract Manufacturing and Outsourcing

Due to excessive domestic workforce expenses, many corporations produce goods in nations with lower labor prices. This approach is known as outsourcing or overseas contract production. Sanctuary Spa may engage with a Bulgarian producer to offer some of its commodities. It will retain control over brand design and development and trademark the final product under its name (Singla and Singh, 2019). Contract manufacturing is prevalent in the US apparel industry, with most American companies being produced in Vietnam, China, India, and Indonesia.

Contract manufacturing allows businesses to produce their goods without incurring significant operating expenses. Once an organization has a completed model, it must establish a suitable contract manufacturer to make the elements ready for assembly. Utilizing the contractors technical skills is a bonus of outsourcing. For instance, when purchasing a new product, a reputable contract producer can advise businesses on the most potent ingredients, procedures, and implementations (Singla and Singh, 2019). In addition to the manufacturers technical knowledge, firms can benefit from their quality assurance procedures.

However, as in every sector, there will always be individuals in the industrial agreement sector whose motivations are intrinsically negative. Although it is uncommon, there have been instances of global suppliers stealing trade secrets or selling confidential firm information to rivals (Singla and Singh, 2019). Moreover, enterprises will avoid dealing with untrustworthy partners who miss schedules, make inferior products, or utilize low-cost materials. These circumstances could significantly influence your organization and cost corporations a great deal over time.

Conclusion

In conclusion, since global marketing concepts and opportunities are precise and realizable, the global marketplace cannot be compared to the domestic economy. Global marketing generally involves the export of goods and services to overseas markets. Under the terms of a license, Sanctuary Spa Company will grant a Bulgarian firm authorization to produce the companys consumer venture in Bulgaria and occasionally in other specified markets. Sanctuary Spa can appeal to consumers using the companys new market transactions channel. It should illustrate that they provide clients with the finest quality products.

In Sanctuary Spas markets, utilizing a global strategy promotes efficiency and over-sensitivity to local demands. This strategy is the exact opposite of a multi-domestic technique. In other nations, goods and services may undergo minor modifications. Nonetheless, a global approach emphasizes the need to capitalize on economies of scale by providing nearly identical products and services in each market. For instance, Sanctuary Spa may sell comparable cosmetics in Bulgaria and alter product instructions to local dialects.

Reference List

Alon, I., Apriliyanti, I.D. and Parodi, M.C.H. (2020) A systematic review of international franchising. Multinational Business Review, 29(1), pp.43-69.

Deaza, et al. (2020) International market selection models: A literature review. Tendencias, 21(2), pp.191-217.

Gomes, E., Sousa, C.M. and Vendrell-Herrero, F. (2020) International marketing agility: Conceptualization and research agenda. International Marketing Review, 37(2), pp. 261-272.

Kozlenkova, et al. (2021) Sharing economy: International marketing strategies. Journal of International Business Studies, 52(8), pp.1445-1473.

Morgan, N.A., Feng, H. and Whitler, K.A. (2018) Marketing capabilities in international marketing. Journal of International Marketing, 26(1), pp.61-95.

Quain. (2019) Advantages & Disadvantages of a Global Strategy.

Sanctuary Spa. (2022). Our Sanctuary Story. Web.

Singla, B. and Singh, A. (2019) Contract manufacturing: The boon for developing economies. International Journal of Innovative Technology and Exploring Engineering, 8(12), pp.367-370.

Watson IV, et al. (2018) International market entry strategies: Relational, digital, and hybrid approaches. Journal of International Marketing, 26(1), pp.30-60.

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