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