International Marketing
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International Marketing

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    International Marketing International Marketing Presentation Transcript

    • International marketing Veiling Haspengouw Greenstar apple
    • Table of contents
      • Marketing mix
        • Product
        • Promotion and communication
        • Distribution
        • Price
      • Market entry strategy
      • Conclusion
    • Marketing mix : product (1)
      • Important benefits
        • High vitamin C : no oxidation
        • Fresh taste
        • Fine and crunchy flesh
        • Good thirst-quencher
      • Quality requirements
        • Production in closed association
      • Standardization
    • Marketing mix : positioning (1)
      • Belgium
          • Stress on refreshing function, vitamins & low oxidation
          • Price : middle classed
          • Quality ~ price relation
    • Marketing mix : positioning (2)
      • Czech Republic (processing industry)
          • Stress on no discoloring aspect
          • Price : expensive classed
    • Marketing mix : positioning (3)
      • Czech Republic (consumer market)
          • Stress on healthy lifestyle
          • High demand for apples
          • Price : expensive classed
          • Luxurious apple
    • Marketing mix : promotion
      • Two target groups : different approach
      • Processing industry
        • Internet, brochures, representatives
      • Consumer market
        • Traditional tools
        • In-store promotion
    • Marketing mix : distribution
      • Belgium
        • Retailers
        • Market vendors
        • Processing industry
      • Czech Republic : agent
        • Processing industry
        • Retailer (small amount)
    • Marketing mix : price
      • Belgium
        •  Between 55 – 85 eurocents
      • Czech Republic
        •  Luxurious image : higher price
          • SLEPT-factors
          • Additional costs
    • Market entry strategy
      • Direct exporting
        • Non-exclusive agent (easy comparison)
        • Long term strategy
        • More control
        • More knowledge of the Czech market
      • Other strategies not suitable
    • Conclusion
      • SLEPT-factors
      • Development marketing mix
        • Specific positioning
        • Higher price class
        • Special distribution
        • 2 target groups for promotion
      • Strategy  direct exporting
    • Thank you for the attention Group 22 Lien Justé Glenn Philips Gert Sels Hans Warpy Sandra Zumrova