International marketing plan

Table​ ​of​ ​content:

​ ​​ ​​I.​ ​Self-diagnosis​ ​and​ ​potential​ ​of​ ​a​ ​new​ ​service

1. Gumtree’s​​presentation

2. Gumtree’s​​objectives

3. Gumtree’s​​new​​service​​the​​“Budget​​Rentals” 4. Diagnosis​​of​​the​​internationalisation​​potential 5. Internationalisation​​decision

II​.​ ​Market​ ​Research:

1. Selecting​​the​​right​​place​​to​​start​​up 2. Countries’​​analysis

3. Selection​​process​​and​​final​​decision: 4. Marketing​​Mix

5. Final​​objectives

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’s​​presentation:

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​

...