Executive Summary

The project titled International Marketing Research Undertaken in AVIS e SOLUTION

PVT. LTD.
AVIS e SOLUTION is a well-established corporate house, Incorporated in Noida ,
Kolkata , Hyderabad and Mumbai & headquartered in Noida providing customer
centric voice and data solutions of any complexity. We serve companies from across the
globe ranging from startups to big corporate houses operating in various verticals
including business product outsourcing, healthcare, banking, real estate, telecom and
export.
Besides providing excellent voice and data solutions, AVIS e Solutions is also
committed to provide the highest standards of support service helping clients in smooth
integration and effective utilization of new application.
Our service include: VOIP support, VOIP integration, Asterisk application, integration
and maintenance, NOC 24/7 support.
The project report is about international marketing research which is an important part
for any organization. This is considered very necessary for the company. In fact, if the
company has to grow then it has to spread its operations in more than one country.

CERTIFICATE OF COMPLETION

This is to certify that Sarthak Mathur perusing BBA 5 th semester A(E) from Jagannath
International Management School Kalkaji has completed his project on the topic
International Marketing Research under my guidance.
And his work is appreciable.

Project Guide:

Mrs. Rama Mishra

Asstt. Professor

DECLARATION

I hereby declare that the present study of International Marketing Research, Is based
on my original research work for the fulfillment of the continuous evaluation of the
assessment of two months summer internship program, BACHELOR OF BUSINESS
ADMINISTRATION-Class of 2012- 2015. The report has been done by me under the
guidance of Mrs.Sreemoyee Saha Pareek (Industry guide) and Mrs. Rama Mishra
(Faculty Guide) the research presented in this study has not been submitted in full or
part in this or any other university of the award of any degree or diploma.

Name: Sarthak Mathur

Date: 01-09-2014

Enroll no: 01224501712

Chapter 1
3

Introduction to Topic

INTERNATIONAL MARKETING RESEARCH

As businesses expand further and further in international markets, the role of timely and
accurate marketing research to guide decision-making becomes increasingly critical.
Research to support international marketing decisions has evolved over the past four
decades and must change even more to support firms in the 21st century. There are
four key areas where progress must be made. First, international marketing research
efforts need to be more closely aligned with market growth opportunities outside the
industrialized nations. Second, researchers must develop the capability to conduct and
coordinate research that spans diverse research environments. Third, international
marketing researchers need to develop new creative approaches to probe the cultural
underpinnings of behavior. Finally, technological advances need to be incorporated into
the research process in order to facilitate and expedite research conducted across the
globe.

What is International Marketing Research?

International Marketing Research (IMR) can be defined as market research conducted
either simultaneously or sequentially to facilitate marketing decisions in more than one
country. The process calls for studying the various market characteristics for facilitating
marketing decisions that can be taken across countries. The studies deal with tracing
the various components that are responsible for the marketing the product.

International

Marketing

Research

in

the

21st

Century:

Businesses preparing to compete in the 21st century are increasingly confronted with
the task of crafting strategies that anticipate and respond to the rapid pace of change in
global markets. As a result, their information needs are changing and becoming ever
more complex and diverse. Timely, relevant information is essential to provide an
adequate basis for day-to-day decision-making as well to chart the firms path in an
4

increasingly fast paced, turbulent and competitive environment. Information needs are
changing in both developed and developing countries. Established markets in
industrialized countries are becoming more geographically integrated as direct vertical
links and information flows are established between customers, retailers and suppliers.
As a result, there is a growing need to conduct research spanning country boundaries,
in order to identify regional or global market segments, or to examine opportunities for
integrating and better coordinating strategies across national boundaries. At the same
time, speed in collection and interpretation of results from multiple and geographically
diverse sources become imperative in order to anticipate market change and devise an
effective response strategy. As firms push the geographic frontiers of their operations to
take advantage of growing opportunities, they need to collect information from a broader
and more diverse range of markets. Increasingly, this entails conducting research in
unfamiliar and distant markets in the Far East, the Middle East, Latin America and
Africa. This in turn poses a number of challenges, not only in collecting accurate and
reliable information on existing behavior patterns in an expeditious and cost effective
fashion, but also in predicting response to new and unfamiliar stimuli, and interpreting
the implications for marketing strategy. Advances in technology both facilitate and at
the same time render more complex, the collection of data on a global basis. The
growth and increasing technological sophistication of the communication infrastructure
enables data collection on a much broader and diverse geographic scale and with
rapidity previously unthinkable.
Yet, at the same time, management has to master these tools and understand their
inherent limitations and implicit biases. The purpose of this paper is to explore these
changes in information needs and technology and suggest the implications for
conducting marketing research in the global environment. Specifically, the paper
examines the capabilities and skills international researchers will need to acquire in
order to conduct research in the increasingly diverse and rapidly changing marketplace
of the 21st century.

Centralized vs. Decentralized Research:

5

Centralized research is done when the researcher conducts research in two or more
countries from the headquarters. Centralization of the project can add to the complexity
of problems with hierarchy and authority since such a study can involve staff at the
headquarters, staff at foreign offices of the company, foreign survey conductors and
possibly an overall survey coordinator. This can result in dispute, delay and inefficiency.
Decentralized research is done when the researcher has the company office in each
country conduct the research based on the guidelines from the headquarters.
In a decentralized research, the researcher in the foreign country should be able to
conduct research in the language specified by the headquarters or should be able to
translate the information gathered correctly into the language at the headquarters.
Consider the example of Parker Pens. They had a decentralized marketing department
with ad agencies in more than 40 countries developing ads for them. A new team of
executives were hired and all their marketing decisions were centralized in the
companys headquarters in Janesville, Wisconsin. They wanted to standardize the
promotion, packaging, pricing, promotional materials, and advertising. They believed the
difference in the cultures were less important than the similarities. They wanted to use
one ad agency to develop one ad to be used around the world. Subsidiaries complained
that the pens may be similar, but the markets were not. When the same ad was used in
all countries, the ads tried to say something to everyone but ended up saying nothing to
anyone. The companys campaign floundered following which the CEO was forced to
resign and the rest of the team either quit or were fired. The company then returned to a
decentralized marketing system. Thus, from the above example it is clear that due to a
centralized research approach, Parker Pens ended up with a centralized marketing
strategy overlooking cross cultural values and norms. This marketing research blunder
could have been avoided had there been a decentralized research which would have
recognized the various country specific issues that determined the way of functioning of
each market.

How Is Research Done Across Countries?

6

International Marketing Research includes a range from Single country research to the
more elaborate Multi-country research. A brief description of each mode is discussed
below.

Single-country Research
This type of research is done when there arises a need for organizations to conduct
research in a single foreign country market. Typically, this need arises when a
researcher based in country A wants to know whether the marketing strategies that work
well in its domestic environment can be translated to a country market B. The single
country research is useful in bringing out the unique characteristics of the foreign
market that would require adapting the product to serve the needs of the local
consumers better.

Multi-country Research:
Multi-country research, as the name indicates, involves research conducted in more
than one country market. Multi-country research can be further classified into three
broad categories:
a. Independent Multi-country Research: This is perhaps, the most common form of
international marketing research that can be seen in the industry today. Independent
multi-country research studies occur when subsidiaries of the companies independently
conduct research on the same products in a number of countries. Examples of this type
of research are brand awareness/perception of international products or test marketing
of new products. The major disadvantages of this type of research are that it often leads
to duplication of effort (such as questionnaires, etc.) and since such studies are
conducted in isolation, comparisons of results across countries are made difficult.
b. Sequential Multi-country Research: Sequential Multi-country Research is a way to
research a range of geographical markets. It is attractive as the lessons can be learned
in the first one or two markets to be researched and then can be applied to the other
countries subsequently involved in the research program. The sequential approach is
typically used when a product or service is the subject of rolling launch across countries.
7

c. Simultaneous Multi-country Research: This type of research involves conducting

marketing research in multiple country markets simultaneously, and is, perhaps, the
purest form of international marketing research. It is a test for the researcher
capabilities and also creates in its most acute form, the question of comparability.

The Changing Global Environment Evolution of international marketing

research:
To understand the research needs of the 21st century it is important to consider how
they have changed over the past four decades. In the 60s and 70s, many U.S. firms,
faced by slackening rates of growth in their domestic markets, began to venture into
international markets. Japanese and European firms with smaller domestic markets also
expanded internationally in order to broaden the geographic scope of their operations
and take advantage of potential economies of scale or to respond to foreign competition
entering their domestic markets (Douglas and Craig, 1989). In this initial phase of
international market entry, firms were mostly concerned with collecting information to
identify and assess market opportunities in other countries to determine which markets
to enter, how to position products in these markets and how far to adapt different
elements of the marketing mix to local market conditions.
At this phase of the firms expansion, the country was typically used as the unit of
analysis for the research design, for developing the sampling frame, as well as for data
collection. Due to economic, political, linguistic and cultural barriers, the country was the
focal point of entry decisions. Equally, the firms international operations were often
organized on a country-by-country basis. Marketing research agencies were also
typically national organizations, with relatively few having the capability to conduct
research on a multi-country basis. Most secondary data as well as sampling lists were
available on a national basis.
As, however, firms have expanded internationally and product markets are becoming
increasingly integrated worldwide, the key decision issues facing the firm in the 90s
have changed dramatically. As a result, research and information needs have changed
8

and broadened. In industrialized nations such as North America, Europe and Japan,
regional market integration and the removal of barriers between countries, the growth of
a regional and global market infrastructure as well as increased mobility of consumers
have created pressures to consolidate and integrate marketing strategy across
countries. Consequently, increased attention is focused on conducting studies which
cover multiple countries examining differences and similarities in behavior and response
patterns across countries.
At the same time, as growth in these markets slows, future market potential lies in
emerging market economies, with countries such as China and India accounting for
over one-third of the worlds population. The explosive population growth in these
countries, together with the opening up of markets in the former Soviet Union makes
entry into these markets mandatory for firms aspiring to be global leaders in the future.
In entering these markets, as in initially entering international markets, firms need to
collect information to assess potential opportunities, to determine how to position, price,
promote and distribute their products and brands, whether to develop local variants, etc.

How is it different from Domestic Marketing?

The process of international marketing research though involves the same disciplines
as domestic research, has some differences compared to its domestic version. The
major differences are the national differences between countries arising out of political,
legal, economic, social and cultural differences and, The comparability of research
results due to these differences.

National Differences:
The main factors that affect the way in which people from different cultures behave are:
(A). Cultural Differences: Culture refers to widely shared norms or patterns of behavior
of a large group of people. It is defined as the values, attitudes, beliefs, artifacts and
other meaningful symbols represented in the pattern of life adopted by people that help
them interpret, evaluate and communicate as members of society. The need for greater
cross cultural awareness is heightened in our global economies. Cross cultural
9

differences in matters such as language, etiquette, non-verbal communication, norms

and values can lead to cross cultural blunders as illustrated by the following marketing
mix:
Product: A soft drink was introduced into Arab countries with an attractive label
that had six-pointed stars on it. The Arabs interpreted this as pro-Israeli and
refused to buy it. Another label was printed in ten languages, one of which was in
Hebrew again the Arabs did not buy it (Payne, website).
Price: An American firm was trying to get an acceptable price for their product
from a Japanese buyer. The Americans presented a very detailed presentation
and offered what they felt was a reasonable price. After a few moments of
silence, the Americans thought the Japanese were going to reject the offer so
they lowered the price. There was more silence by the Japanese. The Americans
then said they would lower their price one last time and that this was the lowest
they could go. The Japanese accepted this offer after a brief silence. The
Japanese later said the first price was within an acceptable range, but it was their
custom to consider the proposal silently before giving their decision. The
Americans lost a lot of profit by jumping the gun and believing that Japanese
respond just like the Americans do(International Business Communication.
Place: A well-known drinks company tried to introduce a two liter drinks bottle into
Spain, but found it hard to enter the market - they soon discovered this was
because few Spaniards had fridge doors large enough to accommodate the large
size bottle (Payne, website).
Promotion: When Pepsico advertised Pepsi in Taiwan with the ad Come Alive
With Pepsi they had no idea that it would be translated into Chinese as Pepsi
brings your ancestors back from the dead.
(B).Racial Differences: This would refer to the differences in physical features of
people in different countries. For example, the types of hair care and cosmetic products
needed in U.S would differ from those needed in South East Asia.
(C). Climatic Differences: This would include the meteorological conditions like degree
of rain and temperature range in the targeted foreign market. For instance, Bosch10

Siemens had to alter their washing machines with a minimum spin cycle of 1,000
remand a maximum of 1,600 rpm in Scandinavia, owing to irregular sunshine. In Italy
and Spain, on the other hand, it is sufficient to have a spin cycle of 500 rpm as there is
abundant sunshine.
(d). Economic Differences: The level of economic development in a market can affect
the desired properties of a product and in this way can inspire a company to adapt its
products in order to meet the needs of the local market. The level of economic progress
in a market can be assessed by a series of indications:
The level of revenue and buying power of local consumers: This will have an
influence on the technical conception and marketing of exported products. In
richer countries where the state of economic progress is more advanced,
consumers generally having a higher purchasing power and tend to prefer
purchase of more sophisticated products with advanced functions, while people
in poorer markets would be interested in a simplified version of the product.
The state of infrastructure in the market: The general level of the quality of
infrastructure in the country consisting of elements such as transport, energy
communication systems, etc. can affect how the product is constituted as it can
bring about different conditions of use. For instance when car manufacturer
Suzuki entered India, it had to reinforce the suspension or the road clearance
level of the cars as the state of the roads were poor.
(E). Religious Differences: Religion has many impacts on products, more particularly
on the ingredients, that constitute them. For example, in Islamic countries, companies,
exporting grocery products based on beef have to furnish a certificate declaring that the
animals have been slaughtered respecting Halal methods. Alcoholic drinks are equally
banned in Middle Eastern countries. Religious restrictions can therefore require product
adaptation.

11

f. Historical Differences: Historical differences help explain facts such as the playing of
cricket in England, as opposed to game of boules in France. These differences have
slowly evolved over time but have a profound effect on consumer behavior. For
example, drinking Scotch whiskey is considered prestigious and trendy in Italy, but oldfashioned and almost boring in Scotland.
g. Language Differences: Language is an important aspect of international marketing
research. Inappropriate use of language could result in loss of market apart from turning
out to be a cross cultural gaffe. For instance, U.S. and British negotiators found
themselves at a standstill when the American company proposed that they table
particular key points. In the U.S. Tabling a motion means to not discuss it, while the
same phrase in Great Britain means to bring it to the table for discussion.
h. Differences in Actual and Potential Target Groups: In countries like England and
Germany it is possible to do national samples. Small towns and villages can be included
because distances are not great. In Spain, interviews can be conducted only in cities
with populations of over 100,000 people, as the cost of interviewing people in small
towns and villages is prohibitively high. In addition, the international marketing
researcher may also have to deal with other factors such as differences in the way that
products or services are used, differences in the criteria for assessing products or
services across various markets and differences in market research facilities and
capabilities.

Comparability of Tasks:
The concept of comparability refers to the problem faced by a researcher incomparing
the results and interpreting the implications when dealing with two or morecountries, is
referred to as the comparability of tasks. This is absolutely essential to anyresearch that
has been set up to provide as basis for an international marketing decision. As firms
push the geographic frontiers of their operations to take advantage of growing
opportunities, they need to collect information from a broader and more diverse range of
12

markets. Increasingly, this entails conducting research in unfamiliar and distant markets
in the Far East, the Middle East, Latin America and Africa. This in turn poses a number
of challenges, not only in collecting accurate and reliable information on behavior
patterns in an expeditious and cost-effective fashion, but also in predicting, response to
new and unfamiliar stimuli, and interpreting the implications thereof for marketing
strategy.

How to Conduct Market Research with a Small Sample Size?

When conducting cross-country marketing research, researchers may deal with a
smaller sample size, thereby putting a check on the research exercise. This may also
affect the subsequent analyses that follow the sampling stage. In such a scenario, it is
advisable to go in for country pooling technique. That is, similar countries can be pooled
to get a sufficiently large sample to carry on with a normal research process. The key
here, is to identify similar countries that can be pooled together for, the otherwise may
lead to highly skewed and unusable research results. The pooling can be done
according to three factors. They are:
a.Economic status Countries can be clubbed on the basis of economic conditions.
This type of similar pooling would give the researcher a larger sample to work with,
apart from keeping the research results from being skewed. Factors such as economic
wealth, market potential index, Gross National Product (GNP), population, inflation,
price levels, unemployment rate and interest rates are some of the factors can be
considered for pooling countries according to economic similarity. This type of pooling
would be suited for studies involving effects of prices on sales and marketing mix
models.
b.Cultural setting The cultural setting is probably the most challenging among the
three actors to international marketers. The cultural factors that can be considered for
pooling are measure of high/low context culture, attitudes of people, differences in
lifestyle, religion, language, literacy, values, work ethics, role of family and gender roles
among others. For this type of pooling, Hofstedes classification of countries on the
basis of Individualism Vs. Collectivism, Power Distance, Uncertainty Avoidance,
Masculinity Vs. Femininity and Strategic Orientation (short term vs. long term) maybe
13

utilized. The challenging part of getting this pooling right is that, the marketer must be
aware of the frame of reference used in their decision to pool any set of countries. Once
a frame of reference is established, it becomes an important factor in determining or
modifying a marketers reaction to situation, especially if experience or knowledge of
accustomed behavior is lacking. Consider Belgium, which is neatly divided neatly in
half, between Flanders in the north and Wallonia in the south (Sager, 1997). While the
Flemish people use margarine, Walloons use butter. Thus, cultures could vary within a
single country and this factor should be considered while adopting a culture pooling
technique. This type of pooling would be suited for product positioning and product
acceptance studies.
c.Geographical proximity Under this type of pooling, countries within close proximity
can be considered. Factors that can be considered for this type of pooling can be size of
the country, its close neighbors, common climatic conditions and demographic
indicators among others. This type of pooling would be helpful for segmentation studies.
However, caution must be exercised while pooling countries that are geographically
closer. For instance, even though Canadian market may feel similar to the United States
market due to their geographical proximity, both
Countries should be addressed as two distinct cultures. Thus clubbing of countries into
similar pools would help researcher in solving the small sample size problem. The key
here is to, consider the nature of the study and then use appropriate pooling technique
to achieve significant research results that can be better used for developing effective
strategies.

Internationalization of Business Operations:

More companies are taking to operations on a global or regional scale than a national
scale. The complexity and sophistication of the operations changes as the company
steps into international markets. The guidelines to these issues can be found in the
EPRG framework (Wind, Douglas, & Perl mutter, 1973). This framework identifies four
types of orientations towards internationalization as the company expands into
international markets.
14

These attitudes reflect the goals and philosophies of the company and help in
developing management strategies and planning procedures with regard to its
international operations. In the ethnocentric stage, the top management views domestic
techniques and personnel as superior to foreign and as the most effective in overseas
markets. The company sees its domestic business as its priority and views foreign sales
as a profitable extension of its domestic sales. A company with this domestic market
extension concept typically identifies markets where demand is similar to the home
market and where its domestic product will be acceptable. Meter-Man Inc. could be said
to follow this orientation.
Companies contemplating taking the leap into the global marketplace may feel there is
too much information to digest on this topic and feeling overwhelmed, they may decide
to keep their business planted firmly in their domestic market. However, the information
below is easy-to-read, tailored to companies contemplating venturing beyond their own
borders, and will provide potential for numerous benefits as you enter the global
marketplace. If you are considering taking your product or service global but cant
decide if the benefits are worth the risks, then keep reading. Globaltrade and
international business holds numerous opportunities for your company if you are willing
to take the time to learn how to adequately prepare for and then enter foreign markets.
This is especially true considering the fact that many of the barriers to these
opportunities have been decreasing in recent years, as evidenced by the number of
major companies that have their roots in Europe or Asia, but also have successful North
American branches, including Sony, Samsung, Reebok, and Volkswagen. All of these
companies have proved extremely successful in their international endeavors. Further,
more and more people around the world are making online purchases from companies
that arent even located in their own country.4 Going Global: How to Succeed in
International Markets But what does going global really entail .If you make the
decision to enter foreign markets, you should be aware that it will probably involve
changes to your business strategy and goals, including how your company conducts its
marketing and interacts with customers. In extending your business reach into
15

international markets, your company may simply take your current product or service
and sell them in additional countries where English is also spoken. In this case, it is
probable that only a few changes would have to be made to your marketing strategies
and production. If there is a demand for your product or service in countries where
English is not spoken, however, such as in many emerging markets throughout the
developing world, then you must be prepared to make certain changes so that your
product will be accepted in a market where there is numerous language, cultural,
businesses, political, and legal differences. If you carefully consider these differences,
then you have a much better chance of avoiding marketing mistakes that other
companies have made, many of which caused them significant embarrassment and loss
of sales. For example, Nike made a costly error in the late 1990s when they used
flames to depict the word Air as the logo on their Nike Air running shoes.
Unfortunately for Nike, this symbol looked very similar to the Arabic word for Allah.
Due to the offense this caused to many Muslims, Nike had to remove thousands of pairs
of shoes from the marketplace, as well as work hard to repair the damaged relationship
with their alienated customers. This leads to one of the most important rules when
entering international markers. If you remember nothing else, simply remember this:
Pay attention to the culture and local customs of your customers. This philosophy will
help you to seize international business opportunities and increase sales rather than
offending potential customers and damaging your international reputation.

STEPS TO DO INTERNATIONAL MARKETTING RESEARCH

Part 1 Entering the Global Marketplace:
Exporting your product and service taking your business global can be challenging
due to the variety of potential differences in culture, political and economic
environments, and regulations between your domestic market & your overseas target

16

markets. When done properly, however, taking your business global can carry with it
numerous benefits including new opportunities and increased sales. The following
outlines helpful tips, information, and advice to successfully expand into international
markets and to make your efforts at globalization more effective, affordable, and timely.
Before you Go Global
Make sure you understand the markets you are planning to enter before you
spend the money for new websites and localized content. If you plan on entering
the Japanese market, then it would serve you well to visit Japan, meet with
businesses and potential clients, and familiarize yourself (at least a little bit) with
the language and culture.
Conduct extensive research in order to find the best market for your product or
service. Does your target market already have what you are selling, or is there a
need for your product or service that you can fill? What about the culture,
regulations, and business requirements of your target market? This research will
help you minimize any possible risks and will ultimately save you time, money,
and energy in the long-run.

The two main types of research include:

Secondary market research gather information from public sources including
books, newspapers, market reports and studies, and the Internet. For market
and industry information related to exporting, please see the Exporters section of

the Canadian Border Services Agency website

Primary market research communicate directly with experts, customers, and
other important sources of information in order to fill in any gaps after you have
conducted secondary research. Market research is critical to the decisionmaking process in a marketing plan. Research reveals the market or markets
that offer the best opportunities for investment. It reveals the political, legaland
regulatory,

financial,

cultural,

competitive,

consumer

and

marketing

challenges that a business may face as it considers exporting to a particular

destination. Cook.
17

 After completing extensive research, choose an environment (i.e. culture,

country, or sector) that is friendly to entrepreneurs and small businesses looking
to expand.
Identify potential areas that may create risks or impact your efforts in entering
and succeeding overseas, including the local legal practices of your target
market, any restrictive trade policies, the political environment, and the time and
distance it will take you to ship your products.
After assessing possible risks, access government agencies and/or companies
that offer tools and resources to help you mitigate those risks.
Attend trade shows and visit online trade sites relevant to your industry and use
these events and resources as an opportunity to network, make contacts, and
begin to develop relationships with potential overseas partners and clients.
Carefully produce a well-researched export plan that includes:
Description of your company and its market and industry; your business goals
and objectives; product and services information and description; analysis of the
target market you desire to enter, along with future trends and predictions;
comparison of your companys strengths and weaknesses in relation to your
competition; strategies for international marketing; and financial information and
budgets (Team Canada).
Prepare a financial plan and look into the financing optionsavailable to assist
you with the initial costs associated with exporting.
Before you export your products or services to other countries, contact your
countrys consulate or embassy in the market that you would like to enter in
order to access valuable market data and directories of potential buyers for
particular industries.
Take an on-line course, workshop, or college course on international marketing,
cross-cultural communication, global management, or some other area related to
international business that would help you meet your particular business goals
and aspirations.
In the Beginning
Hire a professional translator. This will ensure that you achieve linguistic and
conceptual equivalence in your web content and advertising, thereby avoiding

18

costly mistakes that have the potential to offend or alienate your customers in
other countries.
Start small dont feel that you have to translate your entire website into
numerous languages all at once at the beginning of your efforts to go global.
Consider starting with one or two languages that have the greatest potential for
success for your company (based on market research) and possibly only
translating parts of your website that your customers have frequent interaction
with, including the home page, product information, customer service, and FAQs.
Investigate potential suppliers, first online and then meet with them for a face-toface meeting and a tour of their factory.
Focus on building and maintaining long-term relationship through patience,
persistence, sensitivity, courtesy, regular contact, and respectfor their culture
and business norms.
Try to approach new situations with questions and an open mind rather than
assumptions and judgments.
Develop a global mindset in order to be able to tap into lucrative opportunities
many other domestic-focused businesses miss and be able to better understand
1.

both your competitors and customers. Some of these tips include:

Increase your global awareness knowledge, and competency Travel, watch

international news, and read international blogs and articles.

2. Increase your global network of contacts - Get to know foreigners and ex-pats in
your community, eat at foreign food restaurants, and join online networking sites
where you can connect with people overseas.
3. Develop Global Skills - Learn a new language, join an international club or
group, and travel overseas.

Part II Advertising and Marketing in the Global Marketplace:

One of the most important aspects of taking your business global is effectively
advertising to potential customers in your target market. Unless they know what sets
your product or service apart from competitors and how they can benefit from
purchasing from you, then they wont buy. The following section discusses numerous
ways to conduct effective advertising and marketing campaigns.

19

Advertising and Brand Consistency: Why are Some Brands so Hard to Resist?
According to Izabela Lundberg of Global Entrepreneurs, effective and eyecatching
branding is determined by more than how much you spend on your advertising budget
and your business brand is more than your logo, brand name, or colourful ads. The
implicit promise that you make to your customers through your advertising is also
hugely important in building a successful brand and faithful following. It is therefore
imperative that you are consistent and clear with your advertising. Some tips on creating
an irresistible, consistent, and eye-catching brand include: Determine your target
market.

Focus on connecting with potential customers in your target market and

providing them with the best products and services possible.

Rather than trying to be all things to all people it is important that younarrow

down your target market and determine specifically who you want to reach through
asking yourself questions such as Where does my ideal customer live?; What do they
do in their spare time?; What is their income?; What is their style?; What is their age
range?; and What is important to them?

Use this exercise to determine the characteristics, wants, and needs of your

ideal customer.

Once you know your ideal customer, you will be better able to focus your time

and money on sales and marketing strategies designed specifically to reach those
people. Keep the focus on your customers.

Highlight your business and what you offer, while at the same time clearly show

your customers what they will gain and the benefits they will receive if they buy your
product or service. This also shows you understand their unique needs and value the
time and money they spend. Example: When you buy dresses from us, you will receive
benefits including lower costs, helpful sales staff, high-quality merchandise, and less
hassle and time spent searching for that perfect outfit for your big night. Always keep
your promises. If you cant follow through, then dont make the promise.

20

As noted above, your brand is your promise to your customers. If youlet down

your customers after you have made a promise, then your business and brand will
suffer.

Focus on maximizing your existing strengths, show your customers what makes

you different from the competition, and then deliver on any promises you make. Put
simply, in order to ensure your branding efforts and advertising strategies are successful
in the long-run you must be consistently providing excellent products and services for
your customers. Create a strong brand strategy.

It is important that you create your brand strategy before hiring designers and

writers, building your websites, or crafting your marketing campaign. If you develop a
strong brand strategy first, then you will be able to make all of your other important
decisions with this strategy in mind (thereby saving money) and you will be able to fully
articulate what you want your designers, writers, websites, and marketing to
communicate and to whom. Success is in the details.

All visual, verbal, and experiential customer touch points should accurately and

consistently convey your brand. Quality Design

First impressions matter. The colors, shapes, and fonts that you use

communicate something about your company and brand.

If you do not have the necessary skills and tools, be sure to hire a designer who

is able to create content that will stand out among your competitors while also keeping
in mind your target audience and the personality and message you want to
communicate.

21

Objectives of the Study:

1. To investigate the stages of international marketing Research.

2. To find the key to success in international market.
3. To find how to operate business in the international market.

22

Chapter 2
LITERATURE REVIEW

International marketing is marketing on a worldwide scale reconciling or taking

commercial advantage of global operational differences, similarities and opportunities in
order to meet global objectives".
International marketing is the export, franchising, joint venture or full direct entry of a
marketing organization into another country. This can be achieved by exporting a
company's product into another location, entry through a joint venture with another firm
in the target country, or foreign direct investment into the target country. The
development of the marketing mix for that country is then required - international
marketing. It can be as straightforward as using existing marketing strategies, mix and
23

tools for export on the one side, to a highly complex relationship strategy including
localization, local product offerings, pricing, production and distribution with customized
promotions, offers, website, social media and leadership. Internationalization and
international marketing meets the needs of selected foreign countries where a
company's value can be exported and there is inter-firm and firm learning, optimization
and efficiency in economies of scale and scope. The firm does not need to export or
enter all world markets to be considered an international marketer.

Global Marketing
Global marketing refers to marketing activities coordinated and integrated across
multiple country markets.
Johansson (2000)
Note: Jonny K. Johansson defines global marketing as a bigger brother to international
marketing i.e. more of an extension.
"Global/transnational marketing focuses upon leveraging a companys assets,
experience and products globally and upon adapting to what is truly unique and
different in each country.
Keegan (2002)
Note: Keegan takes a strategic, corporate overview to define the transnational nature of
global marketing.
So, as with many other elements of marketing, there is no single definition of
international marketing, and there could be some confusion about where international
marketing begins and global marketing ends. These lessons will assume that both
terms are interchangeable, and will define international marketing as follows:
International marketing is simply the application of marketing principles to more
than one country.

24

Advantages of International Marketing :

Economies of scale in production and distribution

Lower marketing costs

Power and scope

Consistency in brand image

Ability to leverage good ideas quickly and efficiently

Uniformity of marketing practices

Helps to establish relationships outside of the "political arena"

Helps to encourage ancillary industries to be set up to cater for the needs of the
global player
Benefits of eMarketing over traditional marketing

Disadvantages of International Marketing:

Differences in consumer needs, wants, and usage patterns for products

Differences in consumer response to marketing mix elements

Differences in brand and product development and the competitive environment

Differences in the legal environment, some of which may conflict with those of
the home market

Differences in the institutions available, some of which may call for the creation of
entirely new ones (e.g. infrastructure)
25

Differences in administrative procedures

Differences in product placement.

Differences in the administrative procedures and product placement can occur

Chapter 3
Company Profile
Introduction of Organization.

26

AVIS e Solutions is a leading telecom products and software solutions providing

company aiming to help organizations enhance their service standards and improve
their efficiency through the successful application of technology. We are an ISO
9001:2008 organization and our forte lies in designing, building and implementing
revolutionary applications that can un-complicate the communication process
between the company representatives and customers while reducing the idle time
and cost of operations
It is one of the first few companies to introduce to introduce a comprehensive VoIP
markets. Contact Center Solution which was accepted well in both international and
domestic
This company delivers best in class technology solutions to telecom companies,
contact centers as well as other companies operating in various industry verticals in
government and private sectors.
With headquarters in Noida, National Capital Region, India .Its objective is to build
efficient technology solutions addressing all specific needs of clients regardless of
the size, nature and complexity of their business. With a highly experienced
management team and qualified, skilled and competent workforce. It has established
itself as a trusted name in the industry. The branches of this company also present in
other major Indian cities including Mumbai, Hyderabad and Kolkata to provide you
with localized access.

Vision
To be an innovative Software company that understands the comprehensive

Business

requirements of & delivers best of the class Products, Solutions & Services to the
Contact Centers Telecom sector Corporates & Government sector globally.

27

Quality policy
Avis e Solutions Pvt Ltd., is committed to provide Total Customer Satisfaction by
meeting business requirements of customers through continually Improved Products ,
Innovative Solutions & Meeting service level expectations of customers through
constant monitoring of their feedback & to keep identifying new opportunities for
improvements.
Strong Management Team. 20 plus Qualified & dedicated professionals to market,
install, integrate, train & support the target segment. 24*7 NOC to provide remote
maintenance, with complete infrastructure at the facility. Voice, Chat, E-mail support
available 24*7. In-depth knowledge on IPLC / VOIP / TDM / VOIP and host of ACD /
Interactive Voice Response (IVR) / Predictive Dialer (PD) / Loggers.

Co-founders
Avneesh Mathur:
Avneesh cofounded AVIS e Solutions in 2005 and has been leading the company since
then. With his strong business acumen, extraordinary management capabilities and vast
28

experience in the areas of technology, sales and marketing, finance and management,
customer service and technology consulting, he has brought this new establishment to
its current status.
Starting at quite a young age, he has an extraordinary track record of founding and
promoting the technology startups. From having rich experience in Business
Development, Finance and Operations to being the founder and promoter of an INR 300
billion firm, Systems Integration and Services, Avneesh has served many top-notch
organizations including DCM Data Systems, ICIM, IDM, IT&T/Progressive Info Tech.
With an experience of more than 25 years in various fields, he has developed an indepth understanding of ever changing IT and business environments. He believes in the
philosophy of do it right, maintain quality and surpass clients expectations.
Besides being the cofounder and director of AVIS e Solutions, Avneesh has also been
appointed as an Advisory Board Member of Amity International School of Business and
GNIT Group of Institutions. Because of his deep understanding of company
management and excellent leadership qualities, he is able to devise and implement the
strategies to take an organization to the next level. He exhibits the competence of
encouraging his team members to perform their best and adding the finest talent to the
family.

Abhay Gupta:

29

Cofounded AVIS e Solutions, Abhay has an extensive experience in the field of

technology and communications. An engineer and a management graduate, he has
worked with many organizations of repute in technology/telecommunication sector such
as HCL Technologies and Tata Telecom. He has also headed the department of
technology at Flex Contact Centers.
With over 17 years of experience, Abhay has a strong hold in various fields including
installation and integration of technology products and applications, customer services,
corporate planning, technology consulting and company management. At AVIS, he
spearheads the Technology, R & D & Software divisions striving for excellence and
exceeding customer expectations. Because of his in-depth understanding of technology
and passion to achieve excellence, he is the driving force for the team members to
perform their best.

Technical Team
Companies technical team is its greatest asset. At AVIS e Solutions, It is firmly believe
that the success of an organization depends upon the quality, experience, passion and
30

attitude of people associated with it.

Our ability to deliver quality telecom products and software solutions surpassing clients
expectations is the result of our technical teams extensive experience, upgraded skills
and dedication to ensure quality. Our team consists of highly qualified and competent IT
professionals including technology consultants, software developers, product engineers,
quality testing engineering, software designers, programmers and of course project
managers.
We handpick each of our team members ensuring that they are well versed in the latest
as well as conventional technologies and demonstrate passion to perform their best and
achieve excellence in whatever they do. AVIS e Solutions takes pride in being driven by
young and dynamic professionals with notable educational and working backgrounds.

Our Technical Competencies Include:

Contact center solution
Asterisk development and support
Developing CRM software solution
Enterprise application integration
Linux service
Network management
System programing
Mobile application
Telephony application

AVIS e Solutions specializes in:

Programming Language: .NET, C++, C, VC++, Java, J2EE, PHP

31

Mobile Computing: CODE WARRIOR, Embedded VB, Embedded VC++ (3.0,

4.0), Visual Studio .NET 2003(VB.NET, C#), GPRS/GSM, J2ME/CLDC/MIDP,
WML

Component Technology: ADO.NET, COM/COM+, COBRA, ATL, DCOM, EJB,

J2EE, JAVA BEANS, JAVA SPACES, JMS, J2SE, RMI

Operating Systems: Windows (XP, Vista, 2000, 2003, 2007, 2010), LINUX,
Solaris, MAC OSX, FREE BSD

Database: MYSQL, MS SQL, Oracle/Oracle DBA, DB2, INTERBASE/INGRESS,

SYBASE

Application Servers: .NET Framework, ENHYDRA, MTS, WEBLOGIC,

WEBSPHERE, Oracle APP Server, MS Commerce Server, Cold Fusion MX

Web Technology: APACHE-APP, ASP, ASP.NET, CFML, Delphi, ISS-APP,

JavaScript, Java Web Server-APP, JRUN, JSP, OSGI, PERL, PHP, SERVLETS,
TOMCAT, VB Script, Velocity, XML, XSL, Web Services

32

Quality Management
A strong and unbending stand when it comes to quality. Our well defined quality
management system includes a range of engineering, testing and managerial
processes

that

ensure

the

superiority of

products

and

services

delivered.

At AVIS, we are committed to conform to the globally accepted quality standards during
Quality, accuracy and transparency are the greatest concerns at AVIS e Solutions Pvt.
Ltd. We have always taken all phases of product development life cycle. Over a period
of time, we have developed a strong and uncompromising culture of exceeding clients
expectations.

Objectives of AVIS e Solutions Quality Management Policy

Implementation of processes and procedures for application development in view

of the best industry practices.

Compliance with the decided guidelines at every stage of product development
Authentication and confirmation of product quality and functionality in

correspondence with the clients needs

Setting up of a successful alliance between deliverables and clients expectations

AVIS e Solutions has assembled a huge team of qualified and experienced quality testing
and assurance professionals. The division is entirely different from software development
department and is thus, capable of offering unbiased assistance.

33

Activities Undertaken by Quality Testing Professionals

Review of programming codes and documents

Tracking of defects, generally called bugs
Full cycle quality assurance testing
Operating system compatibility
Browser compatibility
HTML and CSS validation
Configuration management
Process monitoring
Bug and version control

Besides this, AVIS e Solutions ensures simultaneous quality assurance throughout the
software development life cycle right from the initial stage of requirement analysis to the
last stage of user adaptability testing. This helps in better understanding of the scope
and feasibility of the process and delivering the final product that surpasses clients
expectations.

Phases of Quality Assurance Life Cycle at AVIS e Solutions

34

Project Development Planning

Study of Project Specifications

Determination of feasibility

Determining appropriate testing methodologies and techniques

Elaborating test plans

Initial Testing

Regular testing at various stages of project development

Final Testing

Identifying the gap between the final product and client requirements

Checking codes, performance, navigation, browser independence and speed

Identifying and resolving bugs and errors

User adaptability testing

Quality Testing Techniques/Types Used at AVIS e Solutions

Performance testing

Compatibility testing

Manual testing

35

Automated testing

GUI, accessibility and usability testing

Installation/ configuration and system integration testing

Functional and regression testing

User acceptance testing

Products

CONTAQUE(CCS)

CONTAQUE(NGUCC)

IVR Solution

IPABX

eMANAGiN

36

CONTAQUE(CCS)

CONTAQUE is a comprehensive customer contact product that seamlessly integrates

with your existing voice and data systems, whether VOIP or TDM or a mix of both.
It delivers a world-class application that not only automates the handling of failed calls
but also offers:

Campaign Development tools, Web Scripting, Call Popup.

37

Offers Manual, Preview, Progressive and Predictive Dialing.

Recording, Chat Feature (priced extra).

Call Processing facilities, Ring and Non-Ring Features (where music on idle and
even mp3s can be played).

Real-Time statistics & reporting, Graphical Reporting (priced extra).

All designed to maximize agent productivity and enhance the overall efficiency of
your contact center.

It comes with a powerful, accurate, and flexible Answering Machine Detection, a

must have tool to survive todays cutthroat communications market.

Remote monitoring, Barging etc.

CONTAQUE supports complete Blended (Inbound/outbound) solutions.
CONTAQUE inbound solution is an industry standard solution, complete with
configurable IVRS, Automatic Call Distribution (ACD), If the caller reaches an
IVRS where transfer of call is required, the call is transferred to an eligible agent
through Automatic Call Distribution System.

CONTAQUE Voice Logger Solutions [VL] :

Contaque Voice Logger takes care of voice recording only while agent make
manual calls with added features of call conferencing and call barging. There is
no auto dialing and progressive dialing with voice logger. VL comes bundled with
ATA box per seat if the numbers of seats are more than 10.
CONTAQUE Entry Level Solutions [EL] :
Contaque Entry Level Solution helps call center in automating the dialing
process without predictive dialing and AMD.

38

CONTAQUE Advanced Level Solutions [AL] :

Contaque Advanced Level Solution automates the dialing process and at the
same time does predictive dialing for the agents and detects answering machine
and fax machine tone and does not transfer the call to agents.

CONTAQUE Blended Solutions [BS] :

Contaque blended Solution takes care of Inbound and outbound calling needs
of the call centers with inbuilt features of predictive dialing, AMD, IVR and ACD.
By Contaque blended Solution an agent has ability to take both inbound and
outbound calls in one session.

CONTAQUE French Version:

Contaque is the first Contact Center Solutions which has a French Variant. All
Agent Screens & Admin is available in French language & the solution is already
implemented in a Call Center in Mauritius.

CONTAQUE(NGUCC)
Contaque Next Generation Unified Contact Centre (NGUCC)

39

Introduction: NGUCC is a highly reliable and flexible call center solution which embraces
internet and open source technology that seamlessly integrates with your existing voice
and data systems TDM/PRI/GSM/PSTN.VoIP
Features: NGUCC delivers a world-class application that not only automates the handling
of calls but also offers

Contaque comes with a powerful, accurate, and flexible Answering Machine

Detection, a must have tool to survive today's cutthroat communications market

It is possible to run a multisite contact center

from a centralized database

All DB like posgreSQL and MySQL and Oracle

are available

Inbound calling and callback gets priority over

outbound calls

Skill

wise

outbound

and

inbound

call

campaign dialling

User friendly GUI for server extensions, carrier

configuration, users, roles etc. Roles creation for web manager and admin

Accept/ Reject feature on agent exe

Agent can retransfer the call to main IVR

menu

Automatic time zone checking

Predictive dialer, IVR Design, ACD, Voice

Logger, Voice Broadcast
40

Unlimited Campaigns , Call Popup, CATI

Real-Time statistics & reporting, Graphical

Reporting

Remote monitoring, Barging and Quality

Monitoring

Web call back, SMS call back, DNC Filter

Blended campaign for inbound and outbound

Customer number display on agent exe

Separate conference number for each skill

IVR Solution
Interactive voice response solution
Contaque Interactive Voice Response is a solution that can automate your customer
interactions. The system allows easy handling of large telephone call volumes while
enhancing customer service and reducing the overall costs of business operations.

IVR solutions are generally used by customers to retrieve information

such as

Flight schedules and status

Bank balance

Complaint status
41

Movie show time

Product details

Order dispatch status

Sales enquiry

PNR status

Bill info

Information regarding appointments

Gas booking status

The IVR solutions can be customized depending upon the nature of your
business and business function you want to automate.

AVIS, with years of experience and thorough expertise in developing and customizing
IVR solutions, offers excellent products that allow you to scale up your operations
without making heavy investments. They are an ideal choice for companies with
extensive outbound calling or offering customer services and information such as

Consumer durable companies

Automobile dealers, workshops, service stations

42

Gas booking agencies

Public information bureaus

Call centers

Holiday resort companies

Airlines

Entertainment companies

Travel companies

Features:
AVIS IVR Solutions offer a range of features making your customer interactions faster
and more convenient.

Easy Integration
Our IVR solutions can be easily integrated with any type of database. You neither need
to get rid of your existing database nor have to make any additional investment in
changing the database to make this system work.

Multi-Language Support
You can assign menus to your customers in different languages including Chinese,
French and Japanese and make auto attendants in local languages. Our IVR system
supports these languages in case you need them.

43

Quick Call Transfer

As soon as customers dial up your number, they will be prompted by a welcome
message. They can either proceed step by step or straight away dial an extension
number. The call will be automatically routed to the dialed extension.

50 Menus
AVIS provides you a huge selection of menus allowing you to choose yours depending
upon your specific requirements. You can also assign different menus for a specific list
of phone numbers. We also allow you to record your own voice menus depending upon
the nature of your business and process you want to automate.

Multiple Telephone Line Support

The IVR System offers multiple telephone lines support on both analog and digital in
order to improve the quality of service.

Text and Speech

Customers can get information either by directly speaking to the customer care
executive or lodge complaint, check order status or make an inquiry through SMS
integration depending on their requirements.

eMANAGiN
44

Introduction: eMANAGiNS is an ERP solution developed to contour the student

information system with respect to cater the Institutions, Teachers, Student and Parents.
It is built on the extremely elaborated platform incorporating the cloud concept and
latest web server technologies. eMANAGiNS is a multidimensional ERP solution for
Institutions. eMANAGiNS is a concept and solution developed by AVIS e Solutions Pvt.
Ltd.

Concept: Now a day, information technology is fast influencing how business is done
and the user friendly environment in which anyone can do it. Transactions are now
carried out globally without any need of contact. However it is still a tender point to look
how many businesses refuse to take advantage of this evolving trend in information
technology. Moreover a need to catch up with the rest of the world in information
technology means providing or employing an educational structure that leverages on
information technology.
A solution that leverages information technology such as eMANAGiNS is the perfect fit
for this purpose. The Solution combines normal day to day educational working with real
world computer mediated to foster an effective management and support solution. It
does not aim to discard your current activities but instead enhance it by providing a total
centralizes solution. Having a management solution is wondrous but other aspects of an
institution, such as student records, school fee, payment, performance, notification and
a host of other school processes are still being done by the institutions or teachers in
separate entities. Thus, for any institution that wants to compete favorably in the future
automating all these processes and more will be highest on their priority list can be
managed by the eMANAGiNS. The Solution from eMANAGiNS system is introduced to
your use as a complete package meant to take care of your institutional needs from
aiding in smooth administration to effective day to day activities.
eMANAGiNS is a pioneering effort, which is known for excellence and commitment to
deliver unique and world class solutions. eMANAGiNS is aimed at automating the entire
institutional process coupled with providing a sound information technology solution.

Principle : This software is being utilized in major and esteemed educational

institutions of all levels from Nursery Schools, Graded Schools, Colleges and
45

Universities. As an incorporated user configurable and active solution, it helps

institutions to get the detailed and customized information of Administrative and
Academic environment. It also provides access and real time update in different forms
required at different level of the institutional entities and for other concerns as Students,
Parents, Teachers and other staff of the Institution. "eMANAGiNS" is a SMS enabled
institutional solution with instant SMS facilities, GPS enabled services and web based
online institutional solution. All the information could be accessed with a single click.
Security The security of the system supports its users into several groups. Each group
has its own access and set of rights for viewing or modifying data. It provides the
optimum reliability. eMANAGiNS data management system is based on different
transactions carried out. Transactional system will not allow your data to be lost or
corrupted due to power supply break down or hardware issues.

Services
46

VOIP Integration

Asterisk Integration

Asterisk Application Development

Asterisk Maintenance

CONTAQUE Support - 24/ 7

Freeswitch Integration & Development

Freeswitch Support

47

CONTAQUE Support - 24/ 7

NOC 24/7 Support
Avis is dedicated to setting and maintaining the highest level of customer support
standards. AVIS has effectively managed complex product integration campaigns.
Avis support team has received accolades from various clients both from Domestic and
International centers.

Highlights :
24 x 6 NOC Support 24/7 for specific customers on Demand Online - On Chat Support
Telephonic Support Onsite Support Three Layer Support for all customers Integration &
Customized CRM Support
Avis strives to provide excellence in a timely, professional and courteous manner. Our
highly trained and knowledgeable staff consistently seeks to add value to our customers
by meeting their expectations and maximizing interactions. We aim to engage
customers in discussion about how to improve our service levels and display our
commitment to upholding professional standards.

Meeting client expectations is paramount to overall success. Avis wins by building and
maintaining customer relationships and the client wins by achieving and realizing a high
level of productivity and satisfaction.We continually monitor our performance to realize
improvements in all areas of the organization. Client feedback is an important facet of
corporate development and we try to incorporate your ideas into new program planning.

48

Avis places a high value on customer satisfaction. If the product or service has not met
your expectations we want to know why. We take complaints seriously and aim to treat
each client with respect and to respond to inquiries in an efficient, timely fashion.

Employees are empowered to take owner-ship of issues and to follow through on

promises. Our support group is trained to explain technical concepts in basic terms
anyone can understand and to inform you of your options. They possess creative
problem solving skills and are proactive in their approach to providing solutions.

Avis focus is to provide customized call center solutions for to meet the business
requirement for our esteemed customer.

49

RESEARCH METHODOLOGY

Research Objective:
To investigate the stages of international marketing Research
To find the key to success in international market research

Data collection :

SAMPLE SIZE
I have collected primary data through a questionnaire survey in many compianes.
Sample size: 50

PRIMARY DATA
In this project exploratory research design is used for data collection and fill-up the
questionnaires from the comapnies which have opertaions in international markets.

SECONDARY SOURCES
It will consist of information that already exists somewhere in documents. The
secondary data will be collected from the newspapers, expert reports, internet and
website, etc.

Past records and analysis

Books, Magazines & Journals

50

Chapter 4
Analysis and Findings

Q1. What is your objective to do International market research?

Table no. 1
S.no
1.

Options
Percentage
Measuring the potential opportunities for commencing 25
the business

2.

Targeting the available business leads

40

3.

Locating the potential customers

10

4.

Judging the market for announcing a new product

20

5.

Others

51

45
40
35
30
25
Percentage

20
15
10
5
0
Measuring the potential opportunities for commencing the business

Q2. Is this company a subsidiary of some other company?

Table no. 2
S.no
1.
2.

Options
Yes
No

Percentage
55
45

52

60
50
40

Percentage

30
20
10
0
Yes

No

Q3. Mention the desired locations where you want to start your operations in
international market?
Table no.3
S.no
1.

Options
U.S

Percentage
40
53

2.
3.
4.
5.

U.K
Singapore
Australia
Others

30
10
15
5

45
40
35
30
25
Percentage

20
15
10
5
0
U.S

U.K

Singapore

Australia

Others

Q4. What type of business is done by your company in the international market?
Table no. 4
S.no
1.

Options
Manufacturing

Percentage
35

2.
3.

Import & export

Engineering

20
25

54

4.

Pharmaceutical

15

5.

Others

40
35
30
25
20
Percentage

15
10
5
0

Q5. Which of the following sector do you wish to target?

Table no.5
S.no
1.

Options
Common people

Percentage
30

2.

Business companies

20

3.

Private business agents

12

4.

Retails outlets

16

5.

Dealers

15
55

6.

Others

35
30
25
20
15
10
Percentage

5
0

Q6. Which technique are you opting for approaching the above chosen entities?
Table no. 6
S.no
1.

Options
E mail Questionnaire

Percentage
30

2.

Telephonic approach

27

3.

Online survey, polls

25

56

4.

Personal meetings

13

5.

Others
Table no.6

35
30
25
20
15
Percentage

10
5
0

Q7. Has this business set up a good market globally?

Table no.7
S.no
1.
2.

Options
Yes
No

Percentage
50
50

57

60
50
40

Percentage

30
20
10
0
Yes

No

Q8. Would you like to work on the essential policies and potential working
strategies?
Table no. 8
S.no
1.
2.

Options
Yes
No

Percentage
80
20

58

Percentage
90
80
70
60
Percentage

50
40
30
20
10
0
Yes

No

Findings

Objective for 40% companies for doing international marketing research is to

target the available business leads and for 25% companies it is to measuring the
potential opportunities for commencing the business.

55% companies are subsidiary of some other company and 45% are not
subsidiary of some other company.

59

U.S is the most popular country for the companies to start their international
operations as 40% companies want to start their operations in U.S the 2 nd most
popular country is U.K as 35% companies wants to start their business in U.K.

The most common business done by the companies in the international market is
manufacturing as 35% companies are involved in manufacturing and 2 nd most
common business is import and export as it is done by 20% companies in
international market.

30% companys wants to target the common people and 20% companies want to
target the business companies in the international marketing.

30% companies use e-mail questionnaire, 27% use Telephonic approach, 25%
use online survey, polls, 13% use personal meetings for approaching the
prospect and designing the product for the international market.

80% companies want to work on the essential policies and potential working
strategies and 20% companies dont want to work on the essential policies and
potential working strategies.

Successful International Marketing all Starts with a Plan:

Your plan for entering foreign target markets must be different from your domestic
marketing strategy due to the variations in the culture, customs, language, and needs of
your customers and potential customers. It is important that you determine your
business unique reasons for wanting to export and be able to clearly articulate your
objectives. This will help determine the level of influence that your exporting endeavors
will impact the direction of your business and strategies. To formulate an effective
60

international marketing plan, it is important that you begin with detailed market research
regarding demographics, as well as the need and level of demand for your product or
service in a particular area. It is also important to recognize and appreciate cultural
differences and nuances in your website and content localization efforts, as well as your
advertising and marketing strategies. Further, to increase the chances that your
international marketing plan will be successful, it is important that you place someone in
charge of its implementation. This person should be closely involved in all stages of the
process of developing the international marketing plan, have the authority to make
decisions, and possess sufficient resources to take the plan from paper to reality.
Part III Increasing Web Traffic, Visibility and Online Success in the Global
Marketplace
This final section will focus more specifically on increasing your online visibility and
traffic, thereby attracting more potential customers to your website and ultimately
leading to increased sales and a larger customer base in more countries: Search
Engine Optimization

Whether or not people can easily find your website through search engines can

make all the difference in the success or failure of any online business venture. Be
aware, however, that achieving a high ranking on Google is usually going to take a lot of
time and effort. You cannot buy a top spot from Google or any other major search
engine; you must work for your ranking.

Since many business owners and managers do not have the necessary time to

devote to this process, Search Engine Optimization (SEO) consultants are often hired.
Advertise with Search Engines through Pay-Per Click Marketing, such as Googles
AdWords.

Create your own ads and choose keywords or phrases related to your business.

When people use one of your keywords for a Google search, your ad might

show up next to the search results. This means that your ad is reaching a more targeted
audience that is already searching for something you sell.

61

People then have the option of clicking on your ad to make a purchase or learn

more about your company either way you have attracted new visitors to your site.

The great part about AdWords is that you only pay if people click on your ads

(not when your ad is displayed) and there is no minimum amount of time to commit or
money to spend.

Google also provides information about keywords traffic so that you can make

well-informed decisions about the keywords you select for your ads. Exchange Links
with other (Relevant) Websites.

In this way, you will profit from the other companys efforts to generate traffic and

they will benefit from yours. It is a mutually beneficial arrangement.

Keywords :Before writing content for your site, conduct research into the

keywords and phrases that potential customers are using since the choice of terms will
make a huge difference in whether or not people find your ad or website.

Example: choosing the correct terminology for a laptop based on the desired

target market. In Portuguese, a portable computer is called computadorporttil. This

term can be translated into English as a notebook computer or a portable computer.
According to HuipingIler, owner and President of win translation, there were over
800,000 searches on Yahoo in one month for notebook computer. Conversely, the
term portable computer failed to yield even 3,000 searches.

Choose terms that generate high traffic and have as little competition as

possible.

A great site to analyze the web traffic and key words for your company and

compare it to competitors is www.alexa.com.

Technical Issues: Create and use different websites for each country you plan on

entering. For each of these websites, use the top-level domains in that country. For
example, a .ca domain will result in the highest rankings for your Canadian website,
while in China a .can domain will be best.
62

If the country you are entering has more than one dominant language spoken,

then it is best to use subdomains so that visitors do not have to switch back and forth
between languages.

Invest in software or programs where you can track and analyze your website

statistics before you begin revamping your website for new markets. Use these
resources to determine the country of origin and the internet service providers being
used to access your website. This information can help you make well-informed
decisions when it comes to taking your business global and determine which markets
you should enter, the languages you should translate your website, and even the
amount of localization necessary for your business at this time.

Recommendations

A strategic plan needs to be developed for the future business operations since
the company does business in both the local and global market place. In my
opinion, a well established strategic plan will allow the company to balance its
revenue and productivity initiative and it will provide the company with a purpose
and direction.

63

The company needs to position the product in a unique way and differentiate it
from others. The company can also participate in trade fairs and exhibitions in
order to promote its new product and this will be an opportunity for them to
establish relationship with key distributors in the international market.

Avis e Solution needs to develop a well-defined vision and mission for the
company. This will not only communicate its present and future objectives, but
also allow the company to pursue activities that lead the company forward and
avoid devoting resources to activities that are not productive.

Conclusion
This presents the summary of the study and survey done in relation to the International
Marketing Research in AVIS e solution. The conclusion is drawn from the study and
survey of the company regarding the International Marketing Research is as follows:

64

Cultural Differences: Culture refers to widely shared norms or patterns of

behavior of a large group of people. It is defined as the values, attitudes, beliefs,
artifacts and other meaningful symbols. There is a lot of cultural differences in
India and other countries.

Racial Differences: This would refer to the differences in physical features of

people in different countries. For example, the types of hair care and cosmetic
products needed in U.S would differ from those needed in South East Asia.

Climatic Differences: This would include the meteorological conditions like

degree of rain and temperature range in the targeted foreign market which affect
the business a lot.

Economic Differences: The level of economic development in a market can

affect the desired properties of a product and in this way can inspire a company
to adapt its products in order to meet the needs of the local market.

Religious Differences: Religion has many impacts on products, more

particularly on the ingredients, that constitute them.

Language Differences: Language is an important aspect of international

marketing research. Inappropriate use of language could result in loss of market
apart from turning out to be a cross cultural gaffe.

Avis e Solution is considering the above factors very well but they have to improve so
things to grow their business in international market.

LIMITATION OF THE STUDY

International market research entails a range of complex activities. Gathering accurate and
reliable information is complicated by cross-national differences in language, culture,
laws and regulations, and income levels and other socioeconomic conditions. In addition,
desired information is often unavailable, unreliable, or expressed in abstract measurement units. For
65

example, in Asia, Citibank markets its credit cards across a range of countries such as China, India,
Indonesia, Japan, Malaysia, and Singapore. Each of these countries has a distinctive
banking infrastructure, commercial practices, attitudes toward money and credit. In its efforts to
market food products worldwide, Nestl must acquire thorough understanding of what consumers
regard as tasty food, where they shop for it, and how far they are willing to travel to obtain
it. They must consider buyer preferences regarding package design, serving size, and
ease of preparation, as well as the constellation of values, attitudes, and beliefs that lead
consumers to choose one food product over another. They must acquire knowledge about how best
to design marketing variablesproduct features, pricing, communications, and distribution
channelsand how these variables interact. All of these factors must be considered in
light of their effect on the marketing and perceptions of existing Nestl and competing
products. Research must also attempt to forecast trends and shifts in market segments for the long
term. International market research is a necessary yet substantial undertaking. Much of
the data must be meticulously and thoroughly acquired in the eld, as broad-based information
gathered from public sources such as libraries and the Internet are insufcient for
providing the in-depth knowledge that the rm needs to succeed. The rm faces a trade-off
between doing research correctly and the resources (especially time and money) needed to perform
the research. Management must nd the right balance between its need for comprehensive
and relevant information and the costs involved in conducting the research. In the new
millennium, exploring and developing new market opportunities abroad is one of
the most

demanding,

of international

yet

opportunities

the
can

most rewarding,
be

economic

possible only

through

activities.

Pursuit

ready access

to,

and sophisticated interpretation of, information about foreign markets. The remaining
chapters of this book are devoted to making this type of understanding possible.

Bibliography

Books: - Manuals of AVIS e solution

Marketing research book by Philip Kotler
Marketing Management by T.N Chhabra & S.K Grover

66

Websites:www.contaque.com
www.emanagins.com
www.avissol.com
www.google.com
www.Wikipedia.com

QUESTIONNAIRE
Name of the company: _________________
Address: ____________________________ Postal Code: ____________
Contact number: ______________________
67

Name of the international market expert: ________________

Designation: ______________________________________
Business establishment date: ___/____/___

Q1. What is your objective to do International market research?

Measuring the potential opportunities for commencing the business

Targeting the available business leads
Locating the potential customers
Judging the market for announcing a new product
Others: __________________________________

Q2. Is this company a subsidiary of some other company?

Yes
No

Q3. Mention the desired locations where you want to start your operations in
international market:
________________________________

Q4. What type of business is done by your company in the international market?

Manufacturing
Import & export
Engineering
Pharmaceutical
Others please write: ____________

Q5. Which of the following sector do you wish to target?

Common people
Business companies
Private business agents
Retails outlets
Dealers
68

Others, please mention: ___________

Q6. Which technique are you opting for approaching the above chosen entities?

E mail Questionnaire
Telephonic approach
Online survey, polls
Personal meetings
Others please write: __________

Q7. Has this business set up a good market globally?

Yes
No

Q8. Would you like to work on the essential policies and potential working strategies?

Yes
No

69