INTERNATIONAL MARKETING MANAGMENT

Avinash Kumar (8)

Gautam Pandey (17)
Osamazaid Rahman (27)
Sahil Puri (39)
Tarun Kaushik (46)
LAST MILE COOPERATION
CASE STUDY
 Dilemma

•MidWest •ANZ
Marketing Org
Strategy Structure

Proper Enhanced
Positioning Competition
•Global •Enhanced
Market Investment
Access
Q1 - Market Entry Strategies
Licensing Liquidity
• Establishing foothold in global • Funds for R&D
markets • Maintain control
• Tap bigger and better clients • Alliance between two or more
• Milk existing technology in wider companies
market • Offload Equity
• Choosing the wrong partner • No market penetration to new
• Least profitable geographies
 Q.2.What is the most favourable strategy for
LastMile to expand internationally and why?
TOM CEO OF LASTMILE CORPORTION IS CONFUSED
What’s given in the case study
A->LICENSING- Where Midwest is ready to invest in
the technology expertise that the Last mile has such
as low cost microwave transceivers etc which will be
beneficial for Micro Manufacturing solely owned by
Midwest as it is in telecommunication development
unit.
B->ACQUISITION-ANZ investment will give
substantial funding but in exchange of ownership.
 OBJECTIVE OF TOM(CEO OF LASTMILE CORPORATIONS)

LastMile Corporation wants to expand Globally/Rapidly and wants to

meet customer demand.
 Contractual agreement (Licensing)

The word Rapidly hints that the licensing option would be

better as:
• Midwest is a bigger company( with annual sales of
around Rs 115,000 and are present in 35 countries thus
the network the Midwest has globally will help last mile
company to outreach the global audience in a much
faster way. Also the technology of Last mile such as low
cost microwave transceivers must reach the customers
as fast as possible to create an impact as technologies
gets outdated easily.
• The logistics due to experience of Midwest company
will be sorted already as of their presence was before
there already
• The cost of production and sales would have to be
taken care by Midwest only thus risk of high cost
reduces.
• It is better to merge with a company with similar
background in this case is Micro Manufacturing as it is
related to telecommunication development and
manufacturing
• To sustain the market since Last Mile is a technology
intensive company and life technology is short lived and
• Co developing compatible products with Micro Manufacturing will
thereby help reducing development cost and time taken for developing
the product.
• Also Midwest company has a weakness that they have lack of knowledge
in R&D which is the strength of Last Mile company and weakness of Last
Mile is lack of investment /financial resources which is the strength of
Midwest company thus they both correlate better in this partnership.
• There will be no “LOSS OF OWNERSHIP” in the licensing case as given in
the case TOM(CEO of Last Mile) has a sentimental value attached to the
company. He and his 7 friends started the company in cubicles in
technology incubator working relentlessly to build the company.
Therefore in this case there is no loss in Ownership as compared to ANZ
Investment
 Q3 – Planning & Objectives

P 1: Analysis & Screening

•Matching the P 2: Defining the Market
company’s global
needs
Assessing Strength &
Marketing Mix P 3: Marketing Plan
Adaptation vs
Weaknesses
standardization Choosing the market
Screening Criteria P 4: Imp & Control
Market demand Building marketing
Study the global
Supply side constraints plans Coordination &
environment control
Budgets, scales &
profits Performance
Set objectives & goals objective action
Putting the plan into
action
Q4 – Recommended Business Strategy

Cash Inflo Limited Licensing

Product
Focus on R&D Customization