International selling these days doesn’t exist as an option for companies but it is seen as a decisive requirement. Businesses who just aim at targeting the domestic markets are left behind and would not be globally recognized. The rapid growth of Internet has widenedthe scope for international marketing and businesses are getting recognition globally by staying connected through web. Competitive advantage can be gained only when a business makes it presence realized in the international market (Churchill, 2000). For British Gas Company, the international sales plan will comprise of the following:
- A portfolio of its wide product and service offering with emphasis of target customers for each of the products. The portfolio should also draw the advantages and benefits of each of the products in the product line so as to differentiate them and help the sales staff target them to the appropriate customer.
- The British Gas Company should target its promotion through various Gas Agency/Utilities fair organized from time to time. They should refer an international exhibition journal to know the time and importance of various trade fairs and their impact on local/global business. This will help them do STP(Segmentation, Targeting, Positioning) of their product portfolio appropriately to the right audience.
- It should also use multiple sales channels to target a set of customers. While print media, television and radio are standard wide-scale communication channels; British Gas needs to leverage the modern technology of social and digital selling into its channel as well.
- A forecast needs to be set for each channel depending on their strengths and reach. For a business company, channel is as good as the business it generates. Therefore, it is important that the individual channel forecasting is done so that each channel can be prioritized in that way.