International marketing plan
Étude de cas : International marketing plan. Recherche parmi 301 000+ dissertationsPar JUANLUASENSI • 6 Novembre 2018 • Étude de cas • 9 764 Mots (40 Pages) • 575 Vues
Table of content:
I. Self-diagnosis and potential of a new service
1. Gumtree’spresentation
2. Gumtree’sobjectives
3. Gumtree’snewservicethe“BudgetRentals” 4. Diagnosisoftheinternationalisationpotential 5. Internationalisationdecision
II. Market Research:
1. Selectingtherightplacetostartup 2. Countries’analysis
3. Selectionprocessandfinaldecision: 4. MarketingMix
5. Finalobjectives
III. Implementation of the Internationalization Plan:
Canvas Model:
Key Partners:
Key Activities:
Key Resources:
Value Propositions: Cost Structure: Customer Relationships: Channels:
Revenue Streams: Customer Segments

I) Self-diagnosis and potential of a new service: 1. Gumtree’spresentation:
Gumtree is a British online company which is accessible at https://www.gumtree.com. The platform classifieds ads in different categories for second-hand market sales or for different offers. Since 2013 the company is classified at the number one website.
In the United-Kingdom, they have 8 million visitors every month and up to one million new ads every month. Gumtree is known as the place to go for cars, iPhone, jobs, flats and so on.
The company is at the cutting edge and is accessible from tablets and smartphones through its app, the company is constantly trying to keep up with the trends and use social networks as a major tool to promote its customer support and its willingness to satisfy what the company calls the “Gumtree Community”.
The largest category of Gumtree is ‘goods for sale’. Gumtree expanded internationally in a few years and is now the number one classified site in the UK, Australia, South Africa, and Singapore. The owner of the website is eBay since 2005.
Gumtree is accessible in various countries:
- The United-Kingdom
- Australia
- South-Africa
- Singapore
- Hong Kong
- Canada
- France
- Poland
- Germany
- Italy
In 2007, the company expanded its website to the United-States in order to reach the British, Polish, Australians expatriates who live there. They accounted for almost two millions potential customers.

2. Gumtree’s objectives:
Gumtree’s main objective is to connect people.
Gumtree’s desire is to be a company that is always keeping up with the trends and try to foresee them. Gumtree wants to be ahead of stuff and respond to the needs of its customers The focus of our teams has been put on the new challenges of the globalized word. .
Business plan
Since Gumtree’s overall objective is to keep up with trends, Gumtree is responding to new a trend by introducing a new service. The teams have been working on a new project dedicated to short-term rental between individuals. This idea emerged from a new phenomenon which appeared lately, which is “sharing”. Indeed, what seemed to be impossible few years ago actually becomes real today; meaning that you can travel with an unknown person using blablacar driving his own car, you can rent a someone’s house with Airbnb for short stays and the list goes on. It clearly appears that people’s habits and manners are changing and that new consumption models will arise in the years to come.
People are travelling from one place to another for different purposes and this is becoming usual. Whether it is for a work placement, internship, university exchange, job opportunities, companies sending their employees abroad, and so on, this kind of short-medium terms overseas placement becomes frequent
3. The “Budget Rentals”:
In 2018, Gumtree will provide a new service, called “Budget Rental”. It is a brand-new service that will help foreigners to settle down in their host country. Thanks to the website, individuals are going to be connected in order to rent expensive goods for a small rent per week or month.
It is the best way for people moving temporarily to another country to avoid big purchases while they only want to have a television, dishwasher, washing machine PlayStation just for few weeks or months. The “Budget
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