The planning process for marketing a service about to enter a foreign market: a concept case study

Abstract

Purpose of the article – this case study aims to provide a strategic marketing plan aimed at facilitating a successful deployment of the conceptual “BurKI” SaaS into the highly competitive German market.

Research methodology – the concept is developed based on the analysis of market dynamics, competitor landscape, and cultural nuances of the target consumer base. Drawing from the 7P Marketing Mix framework, we consider product adaptation, pricing strategies, distribution channels, promotional strategies, and organizational structuring.

Findings – this study highlights the importance of localization, the digital nature of its marketing strategy, and alignment of brand values with the target consumer. It expands on the need for flexibility, adaptability, and continuous monitoring to ensure effective implementation, and lastly market penetration.

Practical implications – the herein described strategies aim to offer practical insight for businesses seeking to expand into international markets, particularly culturally diverse targets like Germany. By putting emphasis on customer-centricity, agility, and innovation, businesses can improve their competitiveness and establish a strong presence.

Originality/Value – this concept case study contributes to the literature by providing a comprehensive marketing plan tailored specifically for the German market, integrating both theoretical frameworks and practical insights. It highlights the importance of cultural sensitivity and strategic planning in the deployment of an international marketing campaign