Last updated: March 17, 2019
Topic: BusinessMarketing
Sample donated:

The Big Fish Maldives is a Supplier of Fisheries Products and they are be aftering to spread out this concern to a European Market. This assignment on International and planetary Selling Evaluates three possible markets of the European Union and evaluates the three markets and recommends the most moneymaking market for Large Fish.

The study foremost highlights what is marketing and the difference between the domestic international and planetary selling. It will besides supply and sketch of the concern Big Fish.

The three States selected for analysis are Germany, France and the United Kingdom. The study will measure the three markets based on the size of the market including how sound the economic system is the income degrees, entry and operation, political state of affairs, rising prices and possible competition.

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Finally it will urge the most moneymaking market based on the analysis.

1. What is marketing?

Selling, in simplest can be defined as an organisational map and a set of patterns for making, pass oning and reassigning the value to the clients and pull offing the client relationships in such a manner that it is advantageous for both the clients every bit good as the stakeholders. At an international degree, selling can be merely defined as the process of happening out the demands of clients in a foreign state and so providing them the needed merchandise at right topographic point and right monetary value.

The rudimentss selling is the same even at international degree, but some changes are ever required. Merely a few transnational organisations use the same selling scheme in the whole universe without doing it state or part particular, for example-the razor fabrication organisation Gillette that uses a selling motto “ The best a adult male can acquire ” did non alter its selling motto in any portion of universe. But a bulk of organisations take parting in international markets modify or specifically explicate their selling scheme at different degrees and parts.

1.1 Local to International Markets

Making concern locally is much easier when compared to making concern internationally. There are countless Numberss of challenges that any concern will confront if they are traveling to an international market. When concerns operate locally most of the clip they do n’t hold the linguistic communication and cultural barriers. They besides do n’t hold unfamiliar concern Torahs and hostile limitation of motion of goods or services.

But for a concern looking for enlargement beyond the local markets, about the whole universe is unfastened, provided that they are ready to confront the challenges. As every individual state in the universe is different the challenges concerns face in these different markets are besides different. The experience on one state might non be at all helpful even in the nearest bordering state.

1.2 International and Global Markets

Global selling and international selling is non the same thing, even though many sellers treat them the same manner, as we see in the environment.

International selling means that marketing determinations are made in single states, with staff who have the best cognition about the mark market. Most of the clip the consumers in the market portions homogenous gustatory sensation and disposition as a consequence playing in international market is easier.

Global selling positions the universe as one, and in the instance they develop merchandises that merely necessitate little sum of clip to suit into any regional market place. As the consumers in the market are spread worldwide the gustatory sensation and other demands vary from part to part. Acting in planetary market in much more complicate than in the international market

2. Large Fish Maldives

A local Fisheries company which buy fish from the local fishermen who catch fish utilizing the traditional method of “ Pole and line ” which is considered as the most environment friendly manner of fishing. Unlike sacking, in pole and line fishing fishes are caught one by one. There is non harm to the other endangered species like Dolphin, Shark, Turtle and so on.

The collection vass of Large Fish with cold storage installation, buys these fishes fresh from the fisherman. And the fish is transported to the Big Fish Processing Complex situated in Kooddoo in Gaafu Alifu or Huvadhu atoll. The fish are graded and the best quality fish are processed and canned to be sold to the consumers.

The country of the state in which Big Fish operates is peculiarly good for xanthous five Tuna. The latest undertaking which have started April this twelvemonth and aimed to finish coming November purposes to construct a cold storage and packaging installation in the island of Fuvahmulah which is located in the center of the country. This undertaking of Large Fish purposes to export fresh unrefined xanthous five tuna to Europe via Gan international Airport Located 45 proceedingss from Fuvahmulah.

This papers aims to measure the best three possible markets in Europe and choose a specific market where the merchandise of Large Fish can ab initio be launched.

3. Choice of the Three Best possible markets of Europe

The three best possible markets are chosen are Germany, France and United Kingdom. The choice is based on the Population. As the market size of a state is based the population of the state. A struggle to this may happen merely if the buying power of the population is critical. Since the mean income of the occupants of all these three states are good above the universe norm it is non deserving to see the income of the state.

Harmonizing to the nose count of 2010 Germany has the highest population among the EU states with a sum of 82.7 million and 2nd highest is France with 65.3 million and 3rd highest is United Kingdom with a entire population of 63.1million.

Harmonizing to the FAO and, the Fresh fish ingestion in Europe has drastically improved in the recent twelvemonth, Especially in France and United Kingdom. This shows that the potency of these European Markets are in favour of Large Fish.

3.1 Overview of the three states

3.1.1 France

France is a state that ‘s economic system is in a move to free market economic system. Though there are some authorities intercessions in the economic activities by the province it largely patterns market mechanism. The authorities of France has partially or in most of the instances to the full privatized many big companies which are antecedently owned by the province like, Bankss, and insurance companies, and has give up bets in such prima concerns as Air France, France Telecom, Renault, and Thales. It maintains a strong clasp in some sectors, specifically power, public conveyance, and defence industries. With around 75 million tourer reachings per twelvemonth, France receives the highest figure of tourer the universe and earns the 3rd largest income in the universe from touristry. France ‘s is capitalist state and they maintain societal equity by agencies of Torahs, revenue enhancement policies, and societal disbursement that cut down income disparity and the impact of free markets on public wellness and public assistance. France ‘s GDP contracted 2.6 % in 2009, but recovered slightly in 2010 and 2011

3.1.2 Germany

German economic system is the 5th largest economic system in the universe in footings of PPP and it is the Europe ‘s largest economic system. Germany faces considerable demographic challenges to a sustained long-run economic growing. A Reform plan was started by the authorities during the clip of Chancellor Gerhard SCHROEDER to undertake the invariably high unemployment and low mean growing, this plan was successful and there was strong economic growing in 2006 and 2007 and decreased unemployment. These progresss and besides subsides by the authorities, decrease of the working hours helped to better the unemployment job during 2008 and 2009 recession and its lessening to 6.0 % in 2011. GDP autumn by 5.1 % in 2009 but grew thenceforth.

3.1.3 Unite Kingdom

The UK is the taking trading power and fiscal centre and is the 3rd largest economic system in European Union. During the past 20 old ages, the authorities has minimized public ownership and contained in bettering the societal public assistance plans. UK is extremely advanced in agribusiness and is really efficient by European criterions, bring forthing about 60 % of nutrient demands with less than 2 % of the labour force. The UK has big modesty of coal, natural gas, and oil, but its oil and gas militias are in a diminution. Servicess, specifically banking, insurance, and concern services, history for the largest proportion of GDP. After emerging from recession in 1992, the UK economic system enjoyed the longest period of uninterrupted growing on record and this outpaced most of Western Europe. But in 2008, the planetary fiscal crisis hit the economic system so difficult. Sharply falling place monetary values, lifting consumer debt, and the planetary economic lag put the UK economic system into jobs, conveying towards the economic system into recession in the latter portion of 2008. To stabilise the fiscal markets, it nationalized some countries of the banking system, temporarily cut downing revenue enhancements, suspended adoption processs for public sector, and progressing public disbursement on capital investings. The authorities initiated a plan to cut down its budget shortage from over 10 % of GDP in 2010 closer to 1 % by 2015.

3.2 Evaluation of the three Markets

3.2.1 Market size

When we are traveling to a new international market, we need to happen out the size and the purchasing capacity of the market.

What is the size of the market ( population of the state ) and what is the existent income of the possible consumers in the market? In many instances, the size of the market has already been calculated by others and is freely available. But in this instance the current demand for the merchandise is in an addition and besides there is the possibility of rapid future enlargement.

However, the danger is that we can ne’er be certain how much market portion we can win or how successful we will be in spread outing the bing market.

We can be certain that it is possible to make or spread out the bing market in all these three states. When a new merchandise is introduced to the market merely few will be ready to purchase and see the merchandise but with publicities we keep on spread outing the market ever. For illustration few people in the Maldives wanted to purchase bottled H2O back in 80s as they good trusted the rain H2O and land H2O. But when the providers or sellers started advancing it as portion of a healthy and desirable life style it took off and this market is still turning.

Since the eruption of Bird grippe and Made cow disease in Europe in recent twelvemonth. It will be much easier now to win the trust of the people for xanthous five tuna as a utility merchandise.

With a entire population of 82.7 million people Germany is the largest market in European Union. The GDP of the state per caput in 2001 was $ 38400. Germany ‘s GDP in the universe ranking is the 26th place in 2011. The GDP existent growing rate is besides positive with 3.1 % in the twelvemonth 2011.

With these positives and an addition in Fresh xanthous five tuna ingestion in these three states, the market seems really moneymaking in this facet.

Bing the 2nd largest State in the EU based on the population, France is besides a really moneymaking. The population of France is presently 65.3 million. With a GDP of $ 35600 per caput per twelvemonth, the state ‘s one-year growing rate of 1.7 % . When we look at the yesteryear records the France is bettering its growing rate twelvemonth by twelvemonth.

The population of the United Kingdom is 63.1 million. With a existent GDP of $ 36600, the economic system of the UK is sound and the economic system is turning at a faster rate than the other two states. The growing rate presently is 0.7 %

3.2.2 Entry and operation

The move of Large Fish does non necessitate the presence of their operational activities in the state they are taking to market our merchandise. It merely requires acquiring some majority purchasers from the market who will provide the merchandise to the concluding consumers. It will most likely be big retail merchants and eating house concatenation proprietors.

The three states selected, Germany, France and United Kingdom are among the most advanced economic systems of the universe and they are all market oriented economic systems. There are really less control of the authorities in act uponing the economic activities. Though there are barriers for concerns operated outside the EU block, it is much lesser when compared with the other prima economic systems or states.

3.2.3 Political state of affairs in the state

Political state of affairs in a state extremely influences the economic activities of the state. If the political state of affairs in the state in unstable, the economic system starts to melt as a consequence economic activities get lesser. Growth rate of the economic system autumn at the same time, cut downing the aggregative demand for goods and services.

On the other manus stable political state of affairs boosts the economic system and everyone positively participates in the economic activities. Economy activates boost and economic system becomes stronger ensuing a higher aggregative demand.

When we look at the three states, all three states are politically stable. There is no political agitation traveling on, in any of the three states. Based on the yesteryear and the current political state of affairs we can foretell the hereafter besides will be the same.

Apparently there are no specific policies to stamp down the import of xanthous five tuna to any of these states.

3.2.4 Inflation

Inflation is a critical factor that we need to look into when we move into an international market. When there is high rising prices in a state there is batch of uncertainness. Inflation leads to losingss to concerns in concern minutess. So we need to measure the rising prices rates of these states.

When we look at the three states UK rising prices rate is 4.5 % in 2011 and in the rising prices rate in 2010 was 3.3 % . There is an addition in the rising prices.

In Germany the rising prices rate is 2.2 % in 2011 and in the twelvemonth 2010 it was 1.3. The in flatiron rate in Germany is besides is in a rise from twelvemonth to twelvemonth

The rising prices in France at the terminal of the twelvemonth 2011 is 2 % and back in 2010it was estimated 1.7. There is merely a little alteration from the twelvemonth 2010 to 2011.

When we look at the past few old ages or the past decennary there is no serious jobs with the rising prices rate in any of these states.

3.2.5 Possible competition

Competition in economic footings is that the impression of persons and houses compete each other for a larger portion of a market to sell or purchase goods and services. It is an of import country we need to look into. Large Fish is a new comer to the international markets. They are new in the trade and besides have no experience in the international markets.

When we look at the three states, France itself produces and exports yellow five tuna. They one of the largest manufacturers every bit good as importers, so, if Large Fish programs to come in into the Gallic market it will certainly confront some competition. Most of the houses moving in the Gallic market are good established than Large Fish and besides will be much greater in size. If Large Fish has to vie them in the market the opportunities of winning is really less. But there are besides advantages in the Gallic market. There is an constituted market for xanthous five tuna in France. So if Large Fish can offer a better merchandise at a better monetary value, there is a higher opportunity of winning.

Situation in United Kingdom is really different from that of France. UK did non bring forth xanthous five tuna but it is a big importer. There is already a market and to will a individual per centum of the market Big Fish needs to vie with the other houses. One of the Maldivian companies, in fact the largest company in Maldivian piscaries industry, Maldives industrial Fisheries Company MIFCO is already playing in the market. So UK clients will non be new to the Maldives fish. If Large Fish is to travel into the UK market they are really likely to confront competition.

Germany is different market organize the other two. Germany is non a fishing state and the market is besides largely untasted. There a no big known rivals who may go a menace to Big Fish. German market in this sense is more moneymaking to large fish than the other two markets.

4. Recommendations

The three states are besides every bit moneymaking for Large Fish in many countries. But there are few Drews dorsums which differs the attraction of the three markets.

Economically the three economic systems are about the same, higher income degree ; low unemployment and sustained economic growing make the three states economically the same for any investor. The three states are besides more market oriented and there are no evident barriers for Large Fish to travel into and make its concern traffics. All the three states are members of European Union so most of the external policies are the same.

When we look at the industry of the concern in all three states the industry exists. As we have found out from the analysis France itself is a manufacturer of xanthous five tuna and the universe ‘s largest providers like Japan are already in the market so it will be hard for Large Fish to perforate into the market.

UK is a high consumer of xanthous five tuna but unlike France it does non bring forth or angle itself. As there is the presence of most of the taking providers or manufacturer in the UK market including the taking provider of Maldives it will besides be rather hard for Large Fish to hold a pes grade at that place.

Based on the rating Germany is to be considered as the most moneymaking market for Large Fish. Though there are bing participants none have a strong pes clasp in the market. It is a new market and there is batch of possible for making more market or spread outing market.


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Germany, Viewed on 20th July 2012, retrieved from, hypertext transfer protocol: //

France, Viewed on 24th July 2012, retrieved from, hypertext transfer protocol: //

United Kingdom, Viewed on 24th July 2012, retrieved from, hypertext transfer protocol: //

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United Kingdom, Viewed on 25th July 2012, retrieved from, hypertext transfer protocol: //

France, Viewed on 25th July 2012, retrieved from, hypertext transfer protocol: //

Germany, Viewed on 25th July 2012, retrieved from, hypertext transfer protocol: //