International marketing is defined as the application of marketing principles by an organization or association in more than one country. There is a much debate between international marketing and global marketing. Coincidentally they both are held to be the same. (Peter and Olson, 2010)
Situational analysis is performed to better understand the complexities and advantages in the market for the newly arrived organization. It consists of 5C's- Company, Competitors, Customers, Collaborators and Climate. (Pandurangarao, 2015)
3.1 Company
Green Tea Organics Limited started its journey in Assam, India. Domestically, it has a strong market of a 3.5 crores of organic tea consumer base in the all-over India. It has approximately 200 farmers in the different areas of Assam and among them, 120 farmers are certified. Seeing this growth, they want to export tea now.
3.2 Competitors
Green Tea Organics as several competitors in Assam, India. But they have been able to differentiate themselves among them because of their quality and price range. Now it wants to capture the market of Malaysia with the same attributes.
3.3 Customers
The growing health conscious consumer base of Malaysia is the main customers of Green Tea Organics Limited. Since they prefer tea to coffee and also want to have it in a low price range, Green Tea Organics has a strong potential to catch the market.
3.4 Collaborators
Collaborators are the agencies or the media who help the organization from the foreign countries in setting up their business in the other country. Green Tea Organics will use the indirect channel for the distribution of their products. They will look for the third party agencies so they can sell their products in the market for the first few months. The advantage of using an indirect channel is that it doesn't require sales personnel to be present at the market.
3.5 Climate
The climate for a business means the external environment. Green Tea Organics is currently ready to face all the complexities in the Malaysian market.
4.1 Mission Statement
Right now, Green Tea Organics Limited wants to export their product organic tea to Malaysia to capture this international market with the quality of their product and also the low price range.
Basically the roadmap of Green Tea Organics starts with the mission which is held to be enduring. It very well establishes the purpose and also declares the standard against which it will always weight their actions and decisions. The missions are-
To give a refreshing start to the day
To motivate people with optimism and happiness
To create a value
To make a difference in the society
4.2 Product
Green Tea Organics Limited wants to introduce their signature product organic green tea in the Malaysian market. There are some very important health benefits in it. There is the presence of polyphenoloxidase in it. According to doctors and researchers, there is an abundant supply of antioxidants which is said to have the prevention and curing power of more than 14 diseases, such as skin diseases, cancer, cavities, food poisoning, virus and excessive fat etc.4.3 Target Market
The target market for the organ
