Instructions:
Work in a group of 2–3 students. Assume you are a Marketing Manager looking for a new market outside your country.
Find information and create a 1-minute video (you may use any AI web/apps – e.g., Vids).
Your video must include visuals (images or clips) and voice-over or text explanations.

Guiding Questions (Answer these in your video):

1. Target Market Selection

   • Which country will you choose as your new market, and why?

2. Type of Environment

   • Which environmental factors (economic, political/legal, cultural, technological, or natural) will most influence your marketing decision?

   • Explain the connection between these factors and your market entry.

3. Opportunities & Challenges

   • What opportunities exist in this new market?

   • What challenges might you face?

4. Impact on Marketing Strategy

   • How will these environmental factors shape your marketing strategy (product, pricing, promotion, and distribution)?

5. Your Plan as Marketing Manager

   • What specific actions will you take to successfully enter and compete in this new market?

1. Target Market Selection
We choose Japan as the new market because it has a strong economy, high purchasing power, and consumers who value quality and innovation.

2. Type of Environment
The main environmental factors that influence our marketing decision are:

• Economic – Japan has a stable economy and high consumer spending power.

• Cultural – Japanese consumers value quality, precision, and brand reputation.

• Technological – Japan is highly advanced in technology and digital adoption.

These factors are directly connected to market entry because our marketing strategy must adapt to Japan’s consumer expectations, culture, and digital ecosystem.

3. Opportunities & Challenges

• Opportunities:

  • Large, stable consumer market.

  • Strong demand for innovative and premium products.

  • Advanced digital and logistics infrastructure.

• Challenges:

  • Intense competition from local and global brands.

  • Cultural and language barriers.

  • High operational costs.

4. Impact on Marketing Strategy

• Product: Focus on premium quality, innovation, and design.

• Price: Competitive pricing strategy that still reflects premium value.

• Promotion: Localized campaigns using Japanese culture, digital platforms, and influencer partnerships.

• Place (Distribution): Combination of trusted retail networks and popular e-commerce platforms such as Rakuten and Amazon Japan.

5. Plan as Marketing Manager
As the Marketing Manager, I will:

1. Conduct in-depth market research on Japanese consumer behavior.

2. Partner with local distributors to build trust.

3. Localize branding and communication in Japanese language and culture.

4. Leverage digital marketing and e-commerce to reach urban, tech-savvy consumers.

5. Provide high-quality after-sales service to ensure customer satisfaction and loyalty.

• Country Chosen: Korea Selatan

• Reason:

  • Ekonomi maju dengan kuasa beli tinggi.

  • Penduduk muda banyak, suka trend baru & lifestyle moden.

  • Pengaruh budaya K-Pop, K-Drama boleh tarik minat terhadap produk luar.

2. Type of Environment (Faktor yang paling berpengaruh)

• Cultural Environment:

  • Orang Korea suka brand premium & lifestyle oriented.

  • Kecenderungan pada trend “health & beauty” → peluang untuk makanan/minuman sihat, produk fesyen, kosmetik.

• Technological Environment:

  • Korea antara negara paling maju dari segi teknologi & penggunaan e-commerce.

  • Marketing digital & online shopping sangat dominan.

Connection:

• Kalau produk kita nak masuk, kena guna pendekatan budaya (contoh kolaborasi dengan influencer K-pop/K-drama) & leverage e-commerce platform (Coupang, Gmarket, Naver Shopping).

3. Opportunities & Challenges

• Opportunities:

  • Pasaran besar & suka mencuba produk import.

  • Budaya digital memudahkan online marketing.

  • Rakyat ada kuasa beli tinggi.

• Challenges:

  • Saingan kuat dengan jenama tempatan & global.

  • Halangan bahasa & budaya → kena lokalize packaging, iklan, dan servis.

  • Regulasi ketat untuk makanan, kosmetik, dan produk kesihatan.

4. Impact on Marketing Strategy (4P)

• Product:

  • Sesuaikan packaging dengan bahasa Korea.

  • Highlight “premium quality” & nilai sihat/unik.

• Price:

  • Boleh guna strategi premium pricing (orang Korea value quality).

• Promotion:

  • Gunakan KOLs (Key Opinion Leaders), idol K-pop, dan platform digital.

  • Guna iklan kreatif di media sosial (Instagram, TikTok, Naver).

• Place (Distribution):

  • Masuk e-commerce platform (Coupang, Gmarket).

  • Letak di convenience store (GS25, CU, 7-Eleven) sebab sangat popular.

5. Your Plan as Marketing Manager (Actions)

• Market Research: Faham citarasa & trend pengguna Korea.

• Localization: Translate produk & iklan ke bahasa Korea.

• Partnership: Bekerjasama dengan distributor tempatan & influencer.

• Digital Marketing Focus: Campaign online di Naver, KakaoTalk, YouTube, TikTok.

• Regulatory Compliance: Pastikan patuh undang-undang import & labeling Korea.

• Gradual Entry: Mulakan dengan online market sebelum expand ke retail fizikal.

1. Target Market Selection: Indonesia

• Indonesia has the world's fourth-largest population (over 270 million people), with a rapidly growing middle class. There is a significant youth demographic that is increasingly health-conscious and engaged in global fashion trends. The market for athletic wear is expanding rapidly, creating a perfect entry point for a new, international brand.

2. Type of Environment

• Most Influential Factors: Cultural and Economic.

• Cultural: Religious norms (the world's largest Muslim-majority population) influence clothing preferences, favoring modesty (e.g., longer sleeves, longer leggings, sports hijabs). Aesthetics and color preferences may differ from Western markets. Marketing messages must be respectful and localized.

• Economic: While the economy is growing, income levels are not uniform. A premium pricing strategy must be carefully positioned. The rise of digital payment and e-commerce platforms (like GoTo - Gojek & Tokopedia) is a key economic and technological factor that enables market entry.

3. Opportunities & Challenges

• · Opportunities:

1. Huge, young, and growing target market.

2. Growing demand for fitness and wellness products.

3. · A gap in the market for sustainable and ethical activewear that also caters to modesty needs.

4. · High mobile and internet penetration, enabling digital marketing.

• Challenges:

1. Cultural Adaptation: Products must be adapted for modesty and local fit/body shapes.

2. Logistical & Legal Barriers: Complex import regulations, customs, and potential tariffs. Infrastructure can be challenging outside major cities.

3. Competition: Both from global giants (Nike, Adidas) and rising local brands.

4. Economic Diversity: Pricing must be strategic to appeal to the middle class without devaluing the brand.

4. Impact on Marketing Strategy (The 4 Ps)

• Product: Adapt designs to include modest wear (long-sleeve tops, full-length tights, sports hijabs). Use lightweight, breathable fabrics suitable for a tropical climate. Packaging should emphasize sustainability credentials.

• Price: Use a premium but value-based pricing strategy. Consider slightly lower price points than in North America or bundle products to enhance perceived value. Must be competitive with other international brands.

• Promotion: Digital-first strategy. Partner with Indonesian fitness influencers, especially those who align with modest activewear. Run targeted campaigns on TikTok and Instagram. Marketing messages should focus on community, nature, and sustainability—values that resonate globally and locally.

• Place (Distribution): Start with a strong e-commerce presence on major local platforms like Tokopedia and Shopee. Consider pop-up shops in premium malls in Jakarta and Bali to build brand awareness before investing in physical retail.

5.) Your Plan as Marketing Manager (Specific Actions)

1. Conduct In-Depth Market Research: Hire a local market research firm to understand consumer preferences, sizing, and shopping habits.

2. Find Local Partners: Secure a local import agent to handle regulations and logistics. Partner with a cultural consultant for product and campaign adaptation.

3. Adapt the Product Line: Develop and test a capsule collection specifically designed for the Indonesian market.

4. Build Hype with Digital Marketing: Identify and contract key opinion leaders (KOLs) for a launch campaign 3-4 months before the sales go live.

   
   

1.Target Market Selection

Saya memilih United Arab Emirates (UAE) sebagai pasaran baharu.

Sebab:

• UAE ialah hab perniagaan Timur Tengah dengan pendapatan per kapita sangat tinggi.

• Populasi campuran – rakyat tempatan dan ekspatriat dari lebih 200 negara.

• Gaya hidup moden, mewah, dan terbuka kepada jenama antarabangsa.

2.Type of Environment

Faktor persekitaran utama:

• Ekonomi: Pasaran mewah dan premium; kuasa beli sangat tinggi.

• Budaya: Negara Islam → produk halal sangat penting.

• Teknologi: UAE negara pintar (smart nation), e-commerce berkembang pesat.

• Politik/Undang-undang: Stabil, mesra pelabur asing, tapi tetap ada peraturan ketat berkaitan halal & syariah.

Hubungan dengan kemasukan pasaran:

• Ekonomi & gaya hidup → sesuai untuk strategi premium positioning.

• Budaya Islam → halal certification wajib untuk makanan, kosmetik & farmasi.

• Teknologi & digital → pemasaran lebih mudah melalui platform digital (Instagram, TikTok, WhatsApp Business).

3.Opportunities & Challenges

Peluang:

• Pasaran pengguna berkuasa beli tinggi.

• Permintaan tinggi untuk produk halal, premium, dan inovatif.

• Peluang eksport ke seluruh Timur Tengah kerana UAE ialah hub logistik.

Cabaran:

• Persaingan sengit dengan jenama global yang sudah establish.

• Kos operasi (sewa, tenaga kerja) tinggi.

• Regulasi ketat berkaitan halal, label, dan import.

4.Impact on Marketing Strategy

• Product: Produk mesti halal, packaging premium & elegan; sesuaikan dengan citarasa masyarakat moden.

• Price: Strategi premium pricing kerana pengguna sanggup bayar lebih untuk kualiti & jenama.

• Promotion: Guna influencer Arab & ekspatriat; fokus pada Instagram, TikTok, dan event eksklusif seperti Dubai Expo.

• Place (Distribution): Masuk ke hypermarket besar (Carrefour, Lulu), butik eksklusif di mall, dan e-commerce platform (Noon, Amazon.ae).

5.Plan as Marketing Manager

1. Daftar syarikat di Dubai Free Zone untuk mudahkan eksport/import.

2. Dapatkan pensijilan halal yang diiktiraf UAE.

3. Lancarkan kempen pemasaran digital dengan influencer Arab & global.

4. Masuk ke marketplace besar (Noon, Amazon.ae) & retail premium (Dubai Mall, Mall of the Emirates).

5. Guna strategi “brand positioning premium” – highlight eksklusif, halal, dan moden.

We chose the United Kingdom due to its stable economy, high-income consumers, strong global influence, and openness to international brands. It is a mature market with high demand for innovative, quality products.

Environmental Factors

• Political/Legal: The UK has a stable government, strong regulations, and post-Brexit trade rules. Compliance with data protection laws like GDPR is crucial.

• Technological: The UK has a highly developed digital infrastructure and high internet penetration, making online marketing and e-commerce very effective.

• Cultural: UK consumers expect high-quality, localized content. British culture values trust, brand reputation, and clear communication.

Opportunities & Challenges

• Opportunities: Large and digitally connected market, strong brand loyalty, and demand for international products.

• Challenges: Strict legal standards, intense competition, and adapting to regional preferences and accents.

Impact on Marketing Strategy

Environmental factors will shape our strategy by requiring:

• Product: Adaptation to local tastes and packaging.

• Price: Set in British pounds to match market expectations.

• Promotion: Focused on digital channels, UK influencers, and localized campaigns.

• Place: Distribution through UK-based e-commerce and local delivery partners.

Marketing Manager's Plan

We will register our brand in the UK, ensure legal compliance, and conduct detailed market research. We’ll build partnerships with local distributors, collaborate with influencers, and launch targeted digital marketing to reach UK consumers effectively.

Type of Environment

• Key factors:

1) Economic → Big consumer base, growing purchasing power, but very price-sensitive.

2) Cultural → Diverse traditions, regional differences, and strong family-oriented buying behavior.

Opportunities & Challenges

Opportunities:

• Huge consumer market.

• Rapid growth in e-commerce and digital adoption.

• High demand for affordable, quality international products.

  
  

Challenges:

• Very diverse consumer needs.

• High competition from local and global brands.

• Complex regulations and infrastructure issues.

Impact on Marketing Strategy

• Product: Adapt products to Indian tastes, culture, and affordability.

• Price: Keep pricing competitive and value-for-money.

• Promotion: Focus on digital marketing, social media, and celebrity endorsements (Bollywood influence).

• Distribution: Use a mix of local distributors, retail chains, and online platforms (Flipkart, Amazon India).

Plan as Marketing Manager

• Conduct detailed market research to understand consumer preferences.

• Localize the product to fit Indian culture and regional diversity.

• Set affordable pricing strategies while ensuring quality.

• Collaborate with local distributors and retail partners.

• Expand through e-commerce platforms (Amazon India, Flipkart).

• Launch strong digital campaigns via social media and influencers.

• Partner with Bollywood celebrities or local icons for promotion.

• Provide excellent customer service to build brand loyalty.