Branding In B2B Markets: International Marketing


1: Discuss using examples how Porter’s 5 Forces model can be utilized in determining the appeal of a particular non domestic market.?

2: In developing an e-Commerce business plan, there is a need to decide between hosted solutions and non-hosted solutions and whether to utilize open source software solutions. Discuss using examples the considerations needed to make these decisions.?

3: Discuss the impact of Information Communication and Technology (ICT) on developing economies. What solutions have been utilized to enable the development of infrastructure within these developing economies and what impact is expected because of such deployments. Select a single country to utilize in your response.?



In order to gain the marketing advantages, an organisation is needed to be sophisticated and ethical in the approaches which help it in acquiring competitive advantages of the market place. In this era of extreme globalization, expansion of the organisation seems to have become one of the significant aspects of organizational development. This research study is going to analyze the necessary issues of marketing and will also try to determine how this process may seem to be effective in order to manage earn the organizational benefits.

1. Application of Porter’s Five Force Model in Non Domestic Market:

Eggert & Ulaga (2006) are of this view an organisation seems to be essentially competed by the others existing and new coming industries. Porter’s five force model (refer to appendix A) seems to be the most identical tool which helps in determining the competitive field in the current market place. In a non-domestic market place there several companies throng to achieve the market benefits. Therefore, identifying the actual customers and competitors of the market is essential.

Threat of New Entry:  Dant (2009) critically mentions as all of the companies in the international market place are trying to concretize its entity, market expansion seems to be identical. In order to gain profit, new companies emerge in investing into the market. For example, when Nokia in 2011 launched Lumia series in the international market embedded with Windows OS, to surpass its glory, Samsung seemed to have launched Galaxy Series embedded with Android OS. Entering of Android seemed to have boomeranged for Nokia. The threat is literally significant which help in revising the marketing strategy of the organisation.

Bargaining Power of Customers: Price is always a necessary tool in the business. The targeted customers of the market place are needed to be proficient and sophisticated and should support their service or product. If the total number of buyers increases in the market place, it enables an organisation to capitalize the market place. For example, as the price of the products of Apple is not as low as the other products available in the market place which let the organisation to have a limited level of customers.

Bargaining Power of the Suppliers: For organisation suppliers seem to play an essential role. In order to maintain the continuous flow of the market, the manufactured products are needed to be marketed by the organisation. Eggert and Ulaga (2006) mention switching of the cost of the market effect on the approach of the suppliers. Fewer the suppliers there are for a company, more it threats for the organisation.

Competitive Rivalry: Ballantyne & Aitken (2007) have critically assessed more the expansion of the organisations more competitive it may become. More the number of competitors increase in the market place for an organisation, the level of competition increases. Advertising, promotion, rigid business ethicality seems to be managed through competitive rivalry. When rivalry stands to be high, price of the product becomes more intricate factor in the marketing ethics. Competition between British Airways and Virgin Airways became so acute that they were needed to separate the passengers in 2009.

Threat of Substitute Products: If the availability of the substitute products of the market is high and the customers seem to get fascinated by these products or service, it creates problem for an organisation to conquer the market place. Once a customer stands unsatisfied with the product or service, they swift to the other products and services seem to be a poignant approach for an organisation. For instance, BMW is highly competed by the other substitute cars and bikes in the international market place.

2. Hosted Solution and Non-hosted Solution:

Application of hosted solution is literally an essential tool which advocates e-commerce business planning. Application of cloud computing tends to be the most essential tool which helps in engaging the business benefits. Hosted solution helps in managing reliability and security in the web server for an organisation. Monitoring over the approach of the other companies is significantly conducted by the by the web hosted approach (Kunnanatt, 2011). Although it demands of a significant cost in maintaining and managing the tools needed for this application. In the hosted application an organisation can directly create communication with the customers of the market place. At the same time, the bridge of communication channel is managed in the hosted solution approach.

On the other hand, non hosted solutions are the intranet approach which a organisation seems to use for the internal use. In order to perform the necessary tasks sophistically and to manage the internal management system, intranet is the sophisticated approach.

Application of hosted and non hosted solutions is practically essential approaches which help in managing the e-commerce business sophistically. Through internet system an organisation can identify what is more essential in this approach to manage the business ethics. For example, in order to let the customers intimated about the product, prices and features of the product, Ford Corporation uses websites which, according to Bolton and Lemon (2009), is the medium to directly contact with the customers of the market place. On the other hand, to handle the works of the organisation internally, the organisation uses intranet system which let the employees to be connected. In order to manage e-commerce strategy, application of sophisticated strategy seems to be literally significant which helps in enabling and identifying the organizational ethics. In order to take decisions, this approach seems to be the most significant. Contribution of both the trusted host solutions and non-host solutions is literally intrinsic.

3. Impact of Information Communication Technology on the Developing Countries:

Coviello & Winklhofer (2008) assess it is the high speed internet system which helps in managing that helps an organisation to attain more sophistication of the market place. The Information and Communication Technologies in the last few years has gone through serious explosion in past few years which has resulted the organisations enabling in adapting significant technical services. This seems to be also helpful for the economic and financial development of the organisation as well. Once the marketing ethics is stabled, it effects significantly on the economic growth of the country.

Bates (2009) observes in the developing countries man power appears to be the most sophisticated aspect which helps the organisations to spend a little for the employees and attain more benefits from the market place. At the same time, in the developing countries the market of ICT is gradually increasing which also attracts the international marketing sectors. It further helps in development of the society as well. For the developing countries, such as India, Brazil and other expansion of ICT policies in the past 10 years appear to be one of the most significant. More to be added, communication technology attains to be one of the critical aspect which helps in managing the organizational approaches at the same time.

A report of Gruca and Rego (2011) critically ascertains from 2010 India seemed to have received the technical boost up in the market which resulted the country’s economic growth. At the same time, its contribution to the market place is literally essential in this approach. More to be added, it seems to be essentially critical in this approach which helps in determining the economic approach of the market place.


Throughout this research approach, the researcher has analyzed different approaches of business which results in ascertaining a significant process of ethicality for an organisation in the market place. The researcher has also compared with different current level companies who seem to have faced such typical situations. 

Reference List:

Ballantyne, D. & Aitken, R. (2007) “Branding in B2B markets: insights from the service-dominant logic of marketing”, Journal of Business & Industrial Marketing, 22(6), pp.363 – 371

Bates, T. (2009) ‘Analysis of Survival Rates among Franchise and Independent Small Business Startups’, Journal of Small Business Management 33(2): 26–36.

Bolton, R. N. and Lemon, K. N. (2009) A dynamic model of customers’ usage of services: Usage as an antecedent and consequence of satisfaction. Journal of Marketing Research, 36, 171–186.

Coviello, N. E. & Winklhofer, H. (2008) “Contemporary Marketing Practices Research Program: A Review of the First Decade,” Journal of Business & Industrial Marketing, 23 (2), 84-94

Dant, S. P. (2009) ‘Ownership Structure in Franchising: The Effect of Transaction Cost, Production Costs and Strategic Considerations’, The International Review of Retail, Distribution and Consumer Research 6(1): 53–75.

Eggert, A. & Ulaga, W. (2006) “Customer-perceived value: a substitute for satisfaction in business markets?”, Journal of Business & Industrial Marketing, 17(2/3), pp. 107-125.

Gruca, T. S. and Rego, L. L. (2011) “Customer Satisfaction, Cash Flow and Shareholder Value,” Journal of Marketing, 69 (July), 115–30

Kunnanatt, J. (2011). Global business chain and twin advantage. Competitiveness Review, 21(4), 352-368. doi:10.1108/10595421111152156

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