International Marketing Strategies in Major Corporations

International Marketing in Major Corporations
International marketing is practiced in all major corporations, there are a large array of advantages
companies can benefit from this and very little to lose. By marketing themselves globally, corporations
essentially create multiple business opportunities for themselves worldwide when they recognise the
opportunities and strive to inform or meet different consumer needs. Several corporations tend to
internationalize when the domestic market is not generating lucrative profits for the corporation
compared to the domestic market. For example, in 1994, Apple generated an additional amount of $80
million from the foreign market compared to the local market.
While doing this, it causes a chain effect – such as joint business collaborations, this creates
opportunities for the different organizations to work together to advance in the economy and, this
promotes global cooperation amongst firms. An example would be a company marketing their products
in foreign markets to better understand consumer needs, before building manufacturing plants in the
host country and marketing their products elsewhere. Additionally, it would help corporations be able
to modify their product's life cycle, since products are bound to take a dip in demand after it has
outlived it's peak, by internationally marketing it, corporations could extend it's peak or bring the
product back to it's introductory stage again which in turn gives the product a longer lifecycle.
Amongst the many international
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Marks And Spencer And International Marketing
Introduction:
The international marketing is basically the solicitation of marketing main beliefs to supplementary
than one nation state. On the other hand, present is a cross over in the middle of what is frequently
communicated by way of worldwide publicising and international marketing which is a comparable
word. On behalf of the Marks & Spencer determinations of this object lesson on international
marketing and persons that monitor it products for international marketing and comprehensive selling
are substitutable. The consequence is a international methodology for spreading the business in
international marketing. Somewhat than concentrating on country marketplaces, that is the changes
owing to the bodily site of consumer's collections, ... Show more content on Helpwriting.net ...
This joint ventures and group effort is help to identify how company should enter in the market and
identify the competitors also.
Agent and distributor: We are already setting a branch where we supply all the retailing products to
other country's stores. For these activities we used agent and distributor which are working in the
different department like agent gives the information of customers and distributor supply the products
to customers.
Consultancy services: This scope is key part of the company which is not same with other business
because Marks and Spencer is giant retailing company which needs the variation to the products of all
the time by the consultancy side (Yaghoobi, Bakhshimazdeh and Alikhasi, 2014).
Knowledge on technical and managerial: For manufacturing purpose of M&S we need some labour
those have technical or mechanical skills. Some staffs also needs at the management to drive the
labours.
Strategic alliance: In this scope, it is helping to make the foreign sales and exchanges the trade what we
done. It is like a third party work.
Merits and Demerits of IM:

International Marketing Communications
Running Head: INTEGRATED MARKETING COMMUNICATIONS Integrated Marketing
Communications Integrated Marketing Communications Introduction "Integrated Marketing
Communications (IMC) is the coordination and integration of all marketing communication tools,
avenues, and sources within a company into a seamless program that maximizes the impact on
consumers and other end users at a minimal cost" (Clow and Baack, 2004). XYZ, Inc. is launching a
new hybrid technology vehicle, the Phantom, into the Canadian market. To manage and market this
product correctly, XYZ must take advantage of an IMC program and specifically target the advertising,
promotion, and integration components with a focus on consumers, cost, convenience, and ... Show
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Although thought to be similar to a U.S. market, there are a few key elements that vary in a Canadian
market. Political influences: "advertising efforts by the federal government following the 1995
referendum that led to alleged excesses by government officials; while the issue broke in the press in
2002, it came to full prominence after the Auditor 's Report, causing the sponsorship scandal"
(Wikipedia, 2006). Small influences of originating English common law must be taken into
consideration as well. Bilingualism is a major cultural influence in Canada. All Canadian product labels
and advertising use the English and French language. Not only must these two languages be taken into
consideration for labels, but other influences related to the two cultures must be analyzed as well.
Canadian social conditions show that "the average Canadian family needs 77 weeks ' worth of work to
cover basic annual expenses — meaning that most families must have two wage–earners" (Canada,
2002). This shows that the Phantom has potential to grow as an economical alternative in
transportation. Other social trends are similar to much of the U.S. and can be derived as such. The
hybrid technology has been growing steadily in the U.S. and will likely be socially accepted in Canada.
Conclusion International marketers generally think globally and act locally. The product theme for the
Phantom should reside in all markets, but tailored to local markets and

Marketing Principles : Marketing And International Marketing
Topic
Marketing Principle: A In–depth Marketing Study
Written By: Rahima
Student ID:
Module Name: Marketing Principles
Submission Date: 1st April, 2015
Executive Summary:
In the assignment I discussed about the marketing principles. I discussed the efficient domestic
marketing and international marketing process in the whole assignment. In task 1 I discussed about the
marketing and marketing elements. In task 2 I discussed about the macro and micro environmental
factors of the marketing process. In task 3 I discussed the product development and strategies and in
task 4 I discussed the different between domestic marketing and international marketing and
importance of EU.
Table of Contents ... Show more content on Helpwriting.net ...
10
2.5: Propose new positioning for the Starbucks coffee product/service. 10
Requirement 3 11
3.1: Explain how products are developed to sustain competitive advantage. Explain product lifecycle
and product mix. 11
3.2: Explain how distribution is arranged to provide customer convenience. Explain the role of
intermediaries. 12
3.3: Explain how prices are set to reflect an organisation's objectives and market conditions, explain
pricing strategies. 12
3.4: Illustrate how promotional activity is integrated to achieve marketing objectives. Explore
promotion mix, push and pull strategies. 13
3.5: Analyse the additional elements of the extended marketing mix and their significance. 13
Requirement 4 14
4.1: Plan marketing mixes for two different segments in consumer markets 14
4.2: Illustrate differences in marketing products and services to businesses rather than consumers,
explain characteristics of services. 14

4.3: Show how and why international marketing differs from domestic marketing. Show the importance
of the EU, explain international marketing mix strategies. 15
Conclusion: 16
Referencres: 17
Introduction:
The turning point of the business achievement of goals is the efficient operation of marketing. The
marketing is defined as the process of selling of the products to the customers and serving the best to
the consumers. The creation and development of relationship of the customer is the main part of the
marketing

Marketing Analysis : International Marketing
Ghauri and Cataora, in their book, "International Marketing", state that "the analysis of international
Marketing in emerging markets is imperative in today's business environment." Indeed, with the
saturated markets and low future growth prospect in developed economies such as the US and Western
Europe, emerging markets such as China and India are becoming unprecedented attractive for investors
for their rapid economic growth and open and stable political landscape. However, before an investor
decides to invest in any region of the world, a market research needs to be conducted to present if a
market is suitable for an investment. To determine the feasibility, an international marketer needs to
research into a country's economic ... Show more content on Helpwriting.net ...
Analysing a country's infrastructure helps the marketer to understand if a country has the ability to
support the market and economic growth. Generally, there will be no market if the country's
infrastructure is underdeveloped. Furthermore, researching the literacy assists the marketer to
determine if a campaign is deliverable.
Starting from the analysis of national production. An international marketer needs to know if an
emerging market has a strong economic background. If not, then the marketing campaign could be
worthless. "Real GDP is the one indicator that says the most about the health of the economy and the
advance release will almost always move markets. It is by far the most followed, discussed and
digested indicator out there – useful for economists, analysts, investors and policy makers." The
increase in real GDP means a country is wealthier than before, thus meaning people have more money
to spend on goods and services. A rapid growth of GDP is a crucial factor of any emerging market. It
enables a country's citizens to be able to afford products they couldn't afford in a relative shorter period
of time. For example, China, after its independence in 1949, the market has grown from a closed
economy without foreign trade to now, the second biggest economy in the world with one of the
biggest export and import values. Its real GDP per capita has increases from a couple hundred dollars
to more than eight thousand dollars in two to three decades. (Exhibit 1).

Explanation And Sun International Marketing
Table of Contents
Question 1 2
Question 2 5
Question 3 7
Question 4 9
Question 5 11
Plagiarism Chick 13
References 14
Question 1
1.1)
Marketing mix element Description of each of the 7 P's Explanation and Sun International Example.
Price The assignment of value or the amount the consumer must exchange to receive the offering. The
physical amount that is payable for a room or a meal, or any good or service at Sun International. (Sun
International )
Product The physical product or service as well as other features related to the product, such as the
brand name, packaging, support service and the guarantee. Sun international offers accommodation and
vacations for consumers all over the world that offers different places to see and activities for all ages
to enjoy. (Sun ... Show more content on Helpwriting.net ...
It refers to the skills, knowledge and attitudes of front office, backstage and support staff. Sun
international communicates on their website that if you "book 60+ Days out and get 10% off. " As well
as "book 4 nights and get 10% off!" (Sun International )
People This is all the people that are involved in delivering the service. It refers to the skills, knowledge
and attitudes of front office, backstage and support staff. The employees that serve in the restaurants at
sun international, as well as the people making the reservations, working in the casino and at the
concierge desk and backstage is the manager that manages employees in terms of the operations. (Sun
International )
Physical evidence This is the inanimate space where employees and customers interact, or any other
tangibles that communicate value to the customer. Sun international has a very straight forward website
that is user friendly and allows consumers to access any information they need, the website includes the
resorts, contact information as well as all things included. (Sun International

International Marketing Research
Chapter 30 INTERNATIONAL MARKETING RESEARCH V. Kumar, University of Connecticut
Introduction A company advertised eyeglasses in Thailand by featuring a variety of cute animals
wearing glasses. The advertisement was a poor choice since animals are considered to be a form of low
life and no self respecting Thai would wear anything worn by animals (Payne, website). Could the
company have known about this before the product launch in Thailand? Why did the company fail in
spite of coming up with a trendy and fashionable product? The reason for the company's failure in
Thailand was that they did not identify themselves, advertising in this case, with the Thai culture and
totally misjudged the social customs of Thailand. The company could ... Show more content on
Helpwriting.net ...
Place: A well known drinks company tried to introduce a two liter drinks bottle into Spain, but found it
hard to enter the market – they soon discovered this was because few Spaniards had fridge doors large
enough to accommodate the large size bottle (Payne, website). 3 Promotion: When Pepsico
advertised Pepsi in Taiwan with the ad "Come Alive With Pepsi" they had no idea that it would be
translated into Chinese as "Pepsi brings your ancestors back from the dead." b. Racial Differences: This
would refer to the differences in physical features of people in different countries. For example, the
types of hair care and cosmetic products needed in U.S would differ from those needed in South East
Asia. c. Climatic Differences: This would include the meteorological conditions like degree of rain and
temperature range in the targeted foreign market. For instance, BoschSiemens had to alter their
washing machines with a minimum spin cycle of 1,000 rpm and a maximum of 1,600 rpm in
Scandinavia, owing to irregular sunshine. In Italy and Spain, on the other hand, it is sufficient to have a
spin cycle of 500 rpm as there is abundant sunshine (Stevens & Davis, 1997). d. Economic Differences:
The level of economic development in a market can affect the desired properties of a product

Impact Of Marketing On International Marketing
Contents
Introduction 1
Company background and situational analysis in the context of international marketing environment 1
Impact of culture on international marketing strategy 1
Current marketing strategies of the corporation by taking into account the context of marketing
research 2
Companies international market selection and entry strategies and marketing mixes 2
The influence of Electronic and digital marketing in an international context on the company's current
and future activities 2
Future directions of the company on the basis of above analysis 3
Conclusion 3
References 4
Introduction
This report is basically concerned with the phenomenon of International marketing. At its simplest
level it can be said that ... Show more content on Helpwriting.net ...
Walmart operates a large chain of discount retail stores and headquartered. In Bentonville, The gigantic
multinational was founded by Sam Walton in the year of 1962 and it has nearly 12000 stores spread
over the 27 countries of the world (Walmart, 2015). If we analyze the company's current position on the
international market we will notice its staggering success and in some parts of the world they have
monopolized the market. Actually they are the discount retailers and they have strong footprint in Asia,
Europe, America and Africa. Their biggest strength is their low prices and availability of all types of
products. They are the world's biggest corporation in terms of revenue.
Impact of culture on international marketing strategy
There is some distinct phenomenon that made the task of international marketing different and
complex. One of them is the impact of culture. Multinational corporations always keep in mind its
impact while formulating their marketing strategy. Sometimes marketers have to alter a large extent of
their marketing mixes to incorporate the cultural influence (Czinkota and Ronkainen, 2012). That's why
Walmart has altered their product mixes slightly in the Muslim countries. Not all of types of
promotional strategies are suitable in every culture, marketers have to consider the factors

Marketing Comparison: International and Domestic
Running head: MARKETING COMPARISON
Australia and the United States
Australia and the United States
As defined by the American Marketing Association, 'Marketing is an organizational function and a set
of processes for creating, communicating, and delivering value to customers and for managing
customer relationships in ways that benefit the organization and its stakeholders ' (AMA, 2004, 2). The
definition is applied to any product, business firm 'in any targeted country.
Marketing is the core of any business venture. Two basic functions are derived from marketing: 1) to
retain and sustain present customer base, and 2) to develop ... Show more content on Helpwriting.net ...
2). Statistically, 76% are Christians (Anglican, Roman Catholic, and the Uniting Church), with the
remaining 24% as religions from immigrant religions, such as Islam and Buddhism. The average family
consists of 2 to 3 children, with larger families conducive to immigrant groups. The United States was
founded on the freedom from religious persecution; therefore, historically religion has ties to the
formation of the American government. Roughly, 80% of Americans are of the Christian faith and
regard religion as a personal matter (United States of America, 2007, p. 2).
English is the national and prevailing language; however, Australian English is unique as the language
contains numerous colloquialisms and idioms. Examples taken from Commonwealth of Australia
(2007): Spot on means 'Right on '. A prang is a 'fender bender '. If someone is unwell, he or she is
crook. English is also the national and prevailing language in American; however, English is referred to
as American English 'also, full of unique idioms (United States of America, 2007, p. 2).
Cultural influences are the most difficult and essential modifications confronting international
marketers. Marketers are confronted with different attitudes, lifestyles, beliefs, languages 'all of which
will affect the implementation of the marketing mix.
Political Influences
Imperative to every marketer 's evaluation of an international market is an appreciation for the political
environment of the

The Internationalization Of International Marketing
International marketing is an area in which exact work by professionals is regularly more advanced and
perceptive than academic contributions (Wind, 1979). For the expansion of international marketing,
firms require both general learning and market–specific learning. Market–specific knowledge is picked
up principally through involvement in the business sector, while learning of the operations can be
exchanged starting with one nation then onto the next (Andersen, 1993). For experiential knowledge of
the market, an immediate connection between business sector information and business sector
commitment is proposed and HR can be considered as a measurement of knowledge (Andersen, 1993).
Consequently, the wider the knowledge about the business ... Show more content on Helpwriting.net ...
MacDougall (1957) stated that, the competitive force of modern nations is upgraded when they make
new products or production processes. An items business position is known to change after some time
as is its profitability and the product life cycle is a theory to perceive particular phases of the sales
history of an item (Lancaster & Wesenlund, 1984).
Lastly, the objective of this essay is to show the theoretical development in internationalization for
firms and the selection of their foreign country markets they choose to expand their business ventures.
Discussion
Theoretical Development
Firms venture into international markets to widen their market share and many new firms that venture
into international markets prefer a country that is similar to the firms' home nation.
The Uppsala model depiction of foreign expansion could in reality be seen as concentrating basically
on the internationalization ways of mature firms that are sufficiently experienced to travel to another
country, whereas the observational evidence suggests that such experience may now and again be
lacking, and that numerous new pursuits are actually connected with early internationalization, i.e.
resulting from brand name creation or research & development activities, which have been built up
before (Osiyevskyy, Verbeke & Zargarzadeh, 2014).
The worldwide expansion patterns portrayed by

International Marketing Strategy
MARKETING ESSAY
In affluent societies, one observes a growing fragmentation of markets, buyers requesting more and
more products adapted to their specific needs. How can we reconcile this fact with the objectives of
global marketing that emphasises a strategy of standardisation of products and brands across the entire
world?
Executive Summary:
Companies developing a global marketing strategy must consider its impact and influence on the
company. Crucial for development of global marketing strategy is clear segmentation and positioning
of product and company on the market. Advantages of global strategy could also come from using
cheap local and national sources, global marketing operation, global brand name, advertising campaign
and ... Show more content on Helpwriting.net ...
(Levitt, Albaum and Duerr). Firms producing standardized products for the global market can access
scale of economies in product development, manufacturing and marketing that offer efficiency
advantages that nationally based competitors cannot match. In multi–domestic strategy each country is
served by a fairly autonomous national subsidiary that manages a full range of functional activities. The
chief advantage of this strategy is the flexibility it affords with respect to local conditions. For example,
it allows differentiation on the basis of local preferences, while avoiding the administrative
complexities associated with centralised control from a remotely located head office. Multi–domestic
strategy seeks to maximize worldwide performance by maximizing local competitive advantage,
revenues or profits. A global strategy seeks to maximize worldwide performance through sharing and
integration. Companies that use global strategy levers can achieve one or more of these benefits: cost
reduction, improved quality of products and programs, enhanced customer preference and increased
competitive leverage.
Types of international marketing strategies (Adapted from: Stonehouse, 2004)
The simplest global strategy is to concentrate as many activities as possible is one country, serve the
world from this home base, and to tightly coordinate the

International Business Marketing
1. Summary
This paper analyzes why and how companies set their international business strategies with the host
nations and the benefits that they have reaped through the years with their decision. The discussion
handles foreign manufacturing strategies with direct investment and without direct investment, its
advantages and disadvantages and how companies have profited by their decisions in each of the cases.
At the end of the discussion it would be clear that how such business decisions play a vital role in the
growth of the companies both in home and host countries
.
2. Background
For the analysis, the focus is on two companies, Tesco and Yoplait who have chosen two different
business strategies for their global business expansion. Tesco, one of the world's largest retailer, UK
based supermarket chain expanded its global operations in Asia. It joined hands with Samsung, a well
established Korean retailer, and started its Korean operations under the well known Homeplus brand. In
1999 it went ahead with its foreign direct investment and opened business centers in Korea. They were
able to sustain and grow in the Korean market (Klimes, 2014). On the other hand, Yoplait is a France
based Yoghurt. It franchised its operation in US and later throughout Europe with US based
consortium, General Mills. It is jointly owned by General Mills and Sodiaal, a French cooperative diary
unit (Bloomberg Businessweek, 2014). Both Tesco and Yoplait have shown diversification in their

D. International Marketing
True / False Questions
1. International marketing is the performance of business activities designed to plan, price, promote,
and direct the flow of a company 's goods and services to consumers or users in more than one nation
for a profit.
2. A good illustration of an uncontrollable variable that might impact international business is a
marketing decision with respect to research.
3. The foreign uncontrollable environment is the same as the domestic uncontrollable environment.
4. The level of technology is an uncontrollable element for international marketers.
5. The political and legal environment is a controllable element for international marketers because of
the ability to lobby and influence legislation.
6. In a broad ... Show more content on Helpwriting.net ...
A. Electricity usage around the world.
B. The drive toward a more ergonomic workplace.
C. Communication and technology networks in third–world countries.
D. Restrictions on advertising in Russia.
5. For firms venturing into international marketing for the first time, the first requirement is:
A. employment of foreign nationals in target foreign markets.
B. a thorough and complete commitment to foreign markets.
C. obtain market data from consulate of the country being targeted.
D. an assessment of the cost of doing business in the foreign market.
6 ___________ is the performance of business activities designed to plan, price, promote, and direct
the flow of a company 's goods and services to consumers or users in more than one nation for a profit.
A. Global management
B. Global business
C. Marketing
D. International marketing
7. The performance of business activities designed to plan, price, promote, and direct the flow of a
company 's goods and services to consumers or users in more than one nation for a profit is called:
A. global management.
B. global business.
C. the global marketing concept.

D. international marketing. 8 The only difference between the definitions of domestic marketing and
international marketing is that marketing activities:
A. focus on consumers in domestic markets and barterers in foreign markets.
B. take place in more than one country.
C. follow traditional communication paths in domestic

Marketing Principles Of International Marketing
From this course, I learned plenty of international marketing principles and knew that international
environments are quite different from countries to countries. Each market you enter is different, and
what works in one country or region will not work in another. As technology creates leaps in
communication and transportation, the world continues to feel smaller and smaller. It is not that hard
for companies and consumers to conduct business in almost any country around the world thanks to
advances in international trade, and no doubt, the world is tending to be more international, diverse and
muti–cultural in multiple ways. In most factors that influenced international marketing, culture has a
great impact on it. A marketer always has to study about the local culture in–depth before offering a
product to them, and I think that well– understanding of a country's culture is really essential for
international marketing. First of all, to have an effective communication one must send the message
according to the receiver 's culture, customs and learning process. There are some major barriers by
which effective communication can be hampered. For example, companies have to be aware of what
their brand name will be when it is translated in another language. Since sometimes when a company
"renames" their brand in foreign country, it might totally change meaning of its original meaning. It
will be embarrassing if the "new" name delivers wrong message that company does not

International Marketing Strategy: Delissa
Delissa in Japan Agria – Sweden's leading dairy products cooperative. It is a united organization that
develops and sells a line of fresh dairy products. Individual cooperatives had been persuaded to drop
their own trademarks, the Delissa line was launched. It compromised yogurts, dessert, fresh cheese and
fresh cream. Agria's share rose from 3% to 25% of Swedish fresh milk products market. 20 000 farmer
members of the cooperative had helped build Agria into a powerful national and international
organization. By 1997, more than 1.1 billion Delissa yogurts and desserts were being consumed per
year world–wide. Industrial franchising was not widespread in the 1980s and Delissa's team idea was to
know–how transfer ventures, whereby a ... Show more content on Helpwriting.net ...
From the begging Delissa made a mistake – Delissa's goal – the market for yogurt in Japan was
expected to grow at an average of at least 8% over next five years. Delissa's strategy was based on
expected growth rate of 10–15% for the total market. Delissa aimed to reach 5% market share in the
first year and 10% share of market within three years of launch. They aimed to cover three
metropolitan areas: Tokyo, Osaka, Nagoya within 2 year period and the rest of the country within the
next three years. It was too high goal for market share compared to other countries since company felt
that Japan was a difficult market to enter. The goal was not reached, in 1997 Delissa's market share was
fallen to 2 percent, without ever reaching 3 percent. Even that time, when company realized that they
didn't achieve their goal, they needed to react and see why it happened, may be their strategy is wrong
in Japan, may be here they need to implement another one oriented more on Japanese culture, but is
better now than never and Delissa needs to start with understanding Japanese people and their demand
instead of supplying product, that they are not interested in. Also, serious defect is communication
between the partners. There were a lot of surveys and researches, that have been done and a lot of
Delissa's representatives in Japan, another problem is that Delissa didn't use surveys constructively.
Japanese wants to have western

Strategies for International Marketing
Strategies for International Marketing
The process of penetrating and then developing an international market is a difficult one, which many
companies still identify as an Achilles ' heel in their global capabilities. Two aspects of the typical
approach are particularly striking. First, companies often pursue this new business opportunity with a
focus on minimizing risk and investment—the complete opposite of the approach usually advocated for
genuine start–up situations. Second, from a marketing perspective, many companies break the founding
principle of marketing—that a firm should start by analyzing the market, and then, and only then,
decide on its offer in terms of products, services, and marketing programs. In fact, it is far more ...
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During the years after market entry, therefore, the rate of change in the country–specific marketing
capability of the firm is likely to be greater than the rate of change in the market environment, and firm
effects may dominate market effects in shaping strategy. This is particularly important given the
business context, in which the generation of new business is of prime importance—rather than
efficiency in managing a relatively stable business. This usually results in (a) entering the market via a
partnership with a local distributor or other marketing agent rather than via a directly controlled
marketing unit and (b) a relatively rapid sequence of changes to the marketing strategy (such as new
product introductions or expansion of distribution) or to the marketing organization (e.g., taking over
marketing responsibility from the local distributor).
Managing a Multimarket Network
From the time a company enters its second country–market, it will inevitably be influenced by its
previous experience. The greater the number of national markets in which a company participates, the
more likely it is to seek to manage them as an aggregated network rather than as independent units.
Marketing strategy decisions in one country–market may in this case be made against extra–market
criteria. For example, price levels may be set to minimize the difference among markets and

International Marketing
Chapter 7&8 – International Market selection and Entry
Approaches to market selection ← incremental entry vs simultaneous entries ◦ incremental → usually
for small companies with fewer resources that wants to lower their risk preclude economies of scale. ◦
simultaneous → extensive resource thus, resulting in higher operating risk, may decide to leverage
across asia pacific area, facilitate economies of scale. ← Concentrated approach vs diversified
approach ◦ concentrated → resources limited/concentrated in limited number of markets which will
reduce cost and operating risks. Economies of scale. Only concentrating on a number of market ◦
Diversified → spread risks exposure, broadens market ... Show more content on Helpwriting.net ...
– barriers can be entry (tariff/non tariff)/exit (profit,dividends+capital, taxation) ← which remaining
overseas market should be avoided because competitors (domestic and foreign) are already well
established? – help to determine whether market should be included/not because of their potential
competitive reaction. Also include entering a market n prevent others entering the market, entering the
market where competition already exist–confronting them and entering market where competition
doesnt exist. The latter strategy designed to build market share and gain experience by attacking
competitive markets in other countries at a latter stage.
4. Market responsiveness → what are firms competitive advantage in OS market ← which remaining
OS market are not large enough to justify the marketing effort that will be necessary to gain a
satisfactory market share? – can we gain market share despite the competition? ← Which remaining
OS market are unlikely to respond to those marketing activities that are considered necessary to
establish the g/s in the marketplace effectively? – will the market prevent/allow firm the achieve its
objtvs? ← Which remaining OS market prohibit forms of presence that the firm consider as optimal
and can afford when entering a new overseas markt? ← Which remaining OS market are unattractive
bcos of costs and problems of reaching them from home

Introduction
Marketing is nothing but the process to sell the product to the consumers in order to satisfy customers'
needs and to obtain profits. According to the American Marketing Association (AMA)"international
marketing is the multinational process of planning and executing the conception, pricing, promotion
and distribution of ideas, goods, and services to create exchanges that satisfy individual and
organizational objectives. In today's competitive environment, there is a necessity for many companies
to be globalized, to remain in this competitive market and satisfy customer's needs across the world.
Marketing a product internationally is a little difficult job for the company who is planning to launch
their products internationally. Many manufacturing companies have the expertise to build the new
product as per their local country's needs unless they have a deep and though analysis of launching a
product as per global needs and considering a global marketing strategy. Companies can manufacture
or design certain product which can sustain globally and can be sold internationally, however to launch
and market those products internationally is a challenge.
Marketing or sale a product globally, would need a research and thorough analysis. Many companies
have their own international marketing CEO's and separate department who handles, how to launch or
market a product in certain countries, by considering so many factors, including country related
governance policies,

International and Strategic Marketing Essay
International and Strategic Marketing The globalization of business markets from domestic to
international has generated a unique competitive advantage for all the organizations whose products
and services are being welcomed by the customers all around the world demanding mass marketing
efforts. In this regard, marketing research in the international environment is having different
methodology and complications with respect to geographical boundaries of a specific country in which
penetration and development of a product is required. Therefore, an international market planning with
strategic aligned goal, for development in the global world should be the objective of marketers to
captivate international market leadership. ... Show more content on Helpwriting.net ...
International marketing concept is also the same as the general defined concept of marketing but the
methodology to enter and penetrate in the international market is not the same as it is in domestic
marketing. Indeed the tools and skills to enter in the international market is same but their application
differs due the factors which include economy, political and legal system, and most importantly culture
and buying behavior of the nation. Hence, the ideology of international marketing can be gauged in this
way that the organization which offers its products and services by planning, pricing, promoting, and
distributing to more than one nation other than domestic market to earn higher profit (Cateora et al.,
2002).
Internationalized Business Operations Many potential organizations tend to bring their operation on
global level rather than national level. When the companies move to internationalization the complexity
and sophistication of operations change enormously. The basic guidelines for the companies orienting
in international market are described by EPRG framework (Wind, Douglas, & Perlmutter, 1973). This
framework deals with four types of orientation of company going to international market which are:
a.

Coach's International Marketing
Coach is offering fewer coupons and discounts, and they are offering "sales on goods in full–price
stores for the first time in history" (Can Coach Rebuild Its Brand Image with New Promotional
Strategies, 2014). Coach's direct marketing activities include "advertising in national and international
media, especially during high–volume selling seasons such as Thanksgiving and Christmas" (Soni,
2015). They are also targeting sales through "leveraging its database of households to target customers
for specific products and generate sales across multiple channels" (Soni, 2015). Coach is offering flash
sales whereby "reducing prices for select periods on its websites, as well as in company operated
stores" (Soni, 2015). They are also concentrating on international outreach "maintaining informational
websites in countries where it doesn't yet have a retail presence, whether direct, or through wholesale or
web channels" (Soni, 2015). In 2014, Coach spent 2.7% of net sales ($130 million) on marketing
activities, which is about average of what their rivals Michael Kors ($65.7 million), Ralph Lauren
($256 million), and Kate Spade ($59.3 million) spent (see Figure 4, Appendix A) (Soni, 2015). ... Show
Their expansion strategy into international markets includes joint venture or distribution arrangements
with local partners, with the goal to "buyout its business partner's shares in order to grow market share
more aggressively and maintain control over its brand (Soni, 2015). This strategy has been applied in
Japan, South Korea, Hong Kong, Macau, and Mainland China, Germany, Portugal, Spain, and the
United Kingdom, among other countries (Soni,

Introduction:
When its about maturity of domestic markets ,it is becoming more important or we can fashionable for
organization to look for the growth through the opportunities in foreign countries. Changes in
generation ,faster communication high end technology ,improved transport system are making
international market more approachable. When businesses looking for global position then hunger give
them brand awareness and cost effectiveness.
The main process of international marketing is start from the domestic marketing to international
marketing and after that try to reach global marketing. Global marketing always refers to the
globalization.
When its about identical product standardization is important which means when a process ... Show
Coca–Cola:
As a Non–alcoholic beverages Coa Cola is the world,s largest manufacturer and distributer. Ofcourse
its not a stranger in Golbal marketing.it is established in the US,Coca Cola started their global
expansion In 1919 and now they markets their product more then 200 countries worldwide.CocaCola
has its own large portfolio of other soft drink brands including Oasis,%alive ,kea,Fanta,Dr.
Pepper,Sprite and PowerAde.it is the most recognizable brand on the earth.
In this report To get into the conclusion which strategy can be considered for the global brand Coca–
Cola we need to analyse Coca–Cola,s marketing mix is standardize or adapted we need to go through
some arguments .
When a company follows a marketing strategy for global market and there is no difference its called
standardization.which does have some advantage such as it helps to lower the cost over the outputs .
Standardization does have some barriers as wellif we go through 4p's of marketing ,such as
Product: there is difference between habits and tastes on markets
Price : different incomes of consumer
Place: distribution system varied widely
Promotion: language skills, education level (levels of literacy) and media habits of consumers varied
On the other hand some organization make their marketing strategies differently for their overseas
market.and their marketing mix is totally different and it meets the different needs of its markets.it is
adaption.it is called

International Marketing Case Study
Explain the stages that are typically taken by a firm moving from a domestic business to an
international?
Domestic Marketing: involves the company manipulating a series of controllable variables such as
price, advertising, distribution and the product in a largely uncontrollable external environment that is
made up of different economic structures, competitors, cultural values and legal infrastructure within
specific political or geographic country boundaries:
International Marketing: Involves operating across a number of foreign country markets in which not
only do the uncontrollable variables differ significantly between one market and another, but the
controllable factors in the form of cost and price ... Show more content on Helpwriting.net ...
Markets – Widespread and sometimes fragmented. Data – Difficult to obtain and often expensive.
Politics – Regimes vary in stability– political risk becomes an important variable. Governments – Can
be a strong influence in regulating importers and foreign business ventures. Economies – Varying levels
of development and varying and sometimes unstable currencies. Finance – Many differing finance
systems and regulatory bodies. Stakeholders – Commercial, home country and host country. Business –
Diverse rules culturally influenced. Control – Difficult to control and coordinate across markets.
Moving from being a purely domestic business to an international one is typically a gradual evolution
through a number of stages.
1. Management is not interested in exporting and would be unwilling to fill an unsolicited order. The
company exists to serve the domestic market only and does not intend to enter foreign markets.
2. Management fills unsolicited orders from abroad. The 'passive exporter' tends to lack any
international focus and perceives export markets as having a high hassle factor. Many passive exporters
are relatively new to the export business, often reacting to unsolicited orders and tend to see their
market as essentially home based. Such firms do not carry out research or invest in export promotion
campaigns and have little direct contact with foreign companies. Firms at this stage perceive

International and Global Marketing
Introduction:
Introducing a new product or service into a foreign market is a significant business achievement. As a
matter of fact, there are a few things that companies have to face when it comes to globalization. This
essay will deal with luxury products, and more particularly with high–end jewellery from the French
brand Cartier. These products will be launched within the Chinese market, as it is close to become the
largest luxury market in the world. In order to make this project as successful as possible, this essay
will be divided into two parts. On the one hand, we will be analysing the marketing environment of the
Chinese market by identifying major market opportunities. Also, the selection of a suitable target
market for ... Show more content on Helpwriting.net ...
Thus, many Chinese parents have a desire to protect their children from the suffering they encountered
. They see their child as a "second chance to live a happiness which they themselves had not
experienced" (Croll, 1985). Nowadays, these only children came to adopt the nickname "Little
Emperors" because of the large portion of time and money their parents devote to them. Families
provide their children with a first world lifestyle and spend a lot of money in luxury products; they
need to have the best things to succeed. Young Chinese consumers are then seen as a big opportunity
for many global marketers. The one–child policy created a large middle class with a large amount of
disposable income that would never have been possible to obtain if these couples had bore multiple
children.
Booming / Expanding market – Great demand for luxury goods. Many marketers look at China as their
favourite bright spot and this is particularly true for luxury brands. By 2015, China will be home to the
world's fourth largest population of wealthy households and will become the world largest market for
high–end goods. Like Japan 20 years ago, the people in China are exposed to a massive amount of
high–end goods and services through the Internet, by overseas travel, and from first–hand experience.
Chinese luxury good buyers' interest started with Gucci handbags, fashion, and Swatch watches and it
extended to other

Problem Statement For International Marketing
International marketing
Objectives International marketing is the export, franchising, joint venture or full direct entry of a
marketing organization into another country. To bring countries closer for trading purpose and to
encourage large scale free trade among the countries of the world. To bring integration of economies of
different countries and there by to facilitate the process of globalization of trade. To establish trade
relations among the nations and thereby to maintain cordial relations among nations for maintaining
world peace. To facilitates and encourage social and cultural exchange among different countries of the
world. To provide better life and welfare to people from different countries of the world. To provide
assistance ... Show more content on Helpwriting.net ...
Companies want to have a competitive edge over others in the business. Global Communications is at
point, where they need to make some changes to their organizational structure to remain competitive in
the market. The new approach of Global Communications will bring astonishing opportunity for
growth in the industry however ethical dilemmas and issues will arise when the company implements
the new plans. This paper will evaluate the issues and opportunities facing Global Communications in
their goal to become a global leader in the industry. First a look at the situation Global Communications
is facing to better understand opportunities and issues. While it may sound fairly simple that there is a
business problem that needs to be solved, in reality it is not so. This is because business problems have
various dimensions and people tend to interpret some of these dimensions separately. The common
problems that occur because the problem was not accurately understood in the first place are as
follows: 

BA (Hons) Marketing – 3rd year
Mathieu Chomarat: 06110827 Portobello College Year 2006–2007
Assignment 2: Ikea Case Study
Lecturer: Carmel Gernon Room: F6
Table of Contents
A Brief Introduction to the essay: 1
Macro–environment of Ikea in Brazil: 1
Politic and legal environment: 1
Economical environment: 2
Social environment: 3
Technological environment: 4
Environmental factors: 4
Market strategy entries: 4
Wholly owned stores: 4
Joint venture: 5
Strategy recommended: franchising 6
Success factors in Brazil 7
Know how to attract new customers 7
Be able to sell good quality products at a low price ... Show more content on Helpwriting.net ...
Furthermore, the government is willing to make the country more liberal. In this intent, Brazil is a part
of the Common Market of the South, Mercosur which has founded Common External Tariffs (CET) for
Argentina, Brazil, Paraguay and Uruguay, concerning a growing number of products. In the geographic
area of Mercosur, the tariffs are also eliminated, and factors of production (labour or capital for
example) can move freely. These CET apply for equipment goods at rates included between 0% and
14%[ http://www.septimanie–export.com/fr/fiches–pays/bresil/acces–au–marche] (numbers given for
the tariffs applied on the CIF[ Cost Insurance Freight] price of goods). This is a big opportunity for
Ikea, because reduced tariffs would reduce prices on their imports to Brazil if they set up one or more
outlets there.
There doesn't seem to have a special law limiting the size for big stores, which quite goes in the right

way for Ikea.
Economical environment:
With emerging markets grabbing investors' attention, many are turning their focus towards South
American markets. Strong exports, high commodity prices and increased investments have been
contributing factors to growth within many of the Latin American markets[ Ann–Marie Fleming, 19th
of Jan 2007, seekingalpha.com, stock market opinions and analysis website].
The total Gross Domestic Product (GDP) of Brazil for the third quarter of 2006 was

Marketing is nothing but the process to sale the product to the consumers in order to satisfy customers'
needs and to obtain profits. According to the American Marketing Association (AMA)"international
marketing is the multinational process of planning and executing the conception, pricing, promotion
and distribution of ideas, goods, and services to create exchanges that satisfy individual and
organizational objectives. In today's competitive environment, there is necessity for many companies to
be globalized, to remain in this competitive market and satisfy customer's needs across the world.
Marketing a product internationally is little difficult job for the company who is planning to launch
their products internationally. Many manufacturing companies have expertise to build the new product
as per their local country's needs unless they have a deep and though analysis of launching a product as
per global needs and considering a global marketing strategies. Companies can manufacture or design
certain product which can sustain globally and can be sold internationally, however to launch and
market those product internally is a challenge.
Marketing or sale a product internationally, would need a research and thorough analysis.
Many companies have their own international marketing CEO's and separate department who handles,
how to launch or market a product in to certain countries, by considering so many factors including
country related governance policies, state requirements,

A firm 's international marketing program must generally be modified and adapted to foreign markets.
This international marketing program uses strategies to accomplish its marketing goals. Within each
foreign nation, the firm is likely to find a combination of marketing environment and target markets
that are different from those of its own home country and other foreign countries. It is important that in
international marketing, product, pricing, distribution and promotional strategies be adapted
accordingly. In order for an international firm to function properly, cultural, social, economic, and legal
forces within the country must be clearly understood. The task of International marketing is more
difficult and risky than ... Show more content on Helpwriting.net ...
Poor communication can obviously cause various difficulties. One source of difficulty among starting
companies is that of effective communication with potential buyers. The problem is that there are many
possible communication barriers.
Sometimes messages can be translated incorrectly, regulations overlooked, and economic differences
can be ignored. Other times when the message does arrive, its ineffectiveness can cause it to be of no
value. Every now and then a buyer will receive the message, but to the companies disappointment, the
message was sent incorrect.
It is normal in multinational businesses to send and receive messages on a regular basis. Many well–
known people have incapacitated public speech introductions by using inaccurate titles and names. Not
all communication problems are verbal. Some serious problems have occurred as a result of non–verbal
communication.
Non–verbal communication exist in numerous forms.
Sometimes a person 's appearance can convey a stronger message than intended. Untidy attire, for
example, can be more offensive in some nations than in others. The local people often are willing to
overlook most of the mistakes made by tourist. On the other hand, locals are less tolerant of the errors
of business people. It is very important to be able to interpret the different means of communication in
international marketing.
In America, we sometimes take for granted the display of

international marketing can include all these activites incluing licensing,importing and exporting, and
franchising or the full direct entry of one country into another country for business objectives. This is
achieved by one country exporting other countries' products into its own business environment; it can
also enter on franchising terms or through licensing in the country of interest, or direct investment in
the foreign country. Market mix development involves product promotion, product pricing and the
product development and needs international marketing (Ball et al, 2006). This can be very simple as it
would mean only an extension of the current market strategies in the parent country into the target
country's entire customization of the marketing mix. Marketing as it is in business can fail or succeed
depending on very many factors that are always in play. Over the years, failure or success is always as
a result of the strategies a business employs to carry out his/her activities in marketing (Czinkotta et al,
2007).
Successful international marketing strategies
a. Customer satisfaction
The top most requirement in successful marketing is achieving customer satisfaction. The business
person should, most importantly, realize that customer satisfaction is the most important step into
marketing success and so should always be the number one priority of the company (Ball et al, 2006).
As the only people who know what customers want are customer themselves, the business

International Marketing Research
International Marketing Research Conducting An Industry Overview: In order to conduct international
market research for a retailing firm entering a new country, it is important to identify the overall
industry growth trends and upcoming market changes of that particular market and to consider the
situation of the retailing industry at the international level. As the competition in the retail industry is
growing, at the domestic as well as international level, there is a need for structural reform and change
in the business model of the industry. It has been noted that the recent developments in technology,
especially in information technology sector, has directly influenced the retailing industry. The retail
industry has been the major consumer of new technology and therefore any change or development in
technological terms has a direct influence over the industry. With improvements in technology, retailing
firms begin to adopt new business processes, which were new to their traditional business setup. There
has been an increasing level of use of the electronic data interchange system, which helped the retailers
to effectively process their business information and maintain records of the whole setup at a single
location. This allowed them to make timely and effective decisions, as the information was easily
accessible to them allowing them to keep a close watch on their businesses. Use of newly developed
technological devices such as laser & self–scanning devices and point

Introduction
The original formula for Red Bull was developed in 1964; however, the Red Bull company was not
founded until 1984 after a merger between Dietrich Mateschitz, marketing guru, and Chaleo
Yoovidhya, the owner of the Red Bull formula. Categorized as an energy drink, Red Bull was initially
designed to "treat jet lag and boost energy for truck drivers" (Hollensen, 2012). In today's era, Red Bull
is commonly used as an energy drink; like coffee, and as a mixer in alcoholic drinks, like Red Bull
Wings and the Jägerbomb. This aligns with the company's focus on the younger generations of
partygoers and post–secondary students.
Red Bull's marketing strategy is one of the key factors in their success, they created Mobile Energy
Team ... Show more content on Helpwriting.net ...
Red Bull as a global industry player will need to consider not only domestic political conditions but
also international political conditions. Trade sanctions, embargoes, political stability and other policies
created by the government will affect Red Bull operation. Red Bull will need to consider this factor
carefully when expanding to new country.
2.2.2. Economic Conditions
In terms of economic analysis, it includes factors such as economic growth, interest rates, exchange
rates, inflation, disposable income of consumers and businesses (Oxford University Press, 2011). Red
Bull needs to be aware of the currency rates which will have an impact on its international production
capacity. For example, if Red Bull maintains its manufacturer only being in Austria, Red Bull is
subjected to the fluctuations of currencies whereby when foreign currency depreciates, it will affect the
production cost to be higher.
2.2.3 Social Conditions
In terms of social environment,these factors examine the social environment of the market, and gauge
determinants like cultural trends, demographics and population analytics (Team FME, 2013). For
example, as Red Bull may have penetrated into the Europe & Non Europe region, Red Bull has yet to
consider the emerging market which has high potential seeing as it is a region that has yet to be
penetrated by energy drinks. For example

International Marketing Assignments
INTERNATIONAL MARKETING:
International marketing is the application of marketing principles to more than one country. The
intersection is the result of the process of internationalization. Many American and European authors
see international marketing as a simple extension of exporting, whereby the marketing mix is simply
adapted in some way to take into account differences in consumers and segments. It then follows that
global marketing takes a more standardized approach to world markets and focuses upon sameness, in
other words the similarities in consumers and segments. "International market goes beyond export
marketer and become more involved in marketing environment in countries in which it is doing
business." ... Show more content on Helpwriting.net ...
Indian market is one of the cheapest markets in the world. It's just because it has all the rare recourses
and because of technical advancement.
Indian market is one of the well growing markets on the globe.As it's the country of difference with
different people, different culture and difference segments to make a target market to sell their
products. . Expanding demand for personal care makes India attractive for both domestic and foreign
suppliers of personal care ingredients. The market was estimated at US$ 177 million in 2009 and is
predicted to grow further. Among global trends that have penetrated into the region are growing
demand for green products, UV protection, and the requirement for better product performance. While
Indian consumers have long exhibited a preference for herbal products, rising consumer awareness of
the performance of active ingredients is a more recent development. B_E_E have large scope to launch
its product in Indian Market.
NORTH AMERICA
Analysis of B_E_E products in NAFTA markets
The North American free trade agreement signed by the United States, Canada and Mexico. The
agreement came into force in 1994. The goal of this agreement is to remove the barriers of trade and
investment between the U.S, CANADA and MEXICO. NAFTA affects both positive and negative
effects. Because it realized that it benefits the business owners but bad effect on the agriculture like
food prices

Marketing and International Students Essay
BSBMKG413A & BSBMKG414B
Promote Products and Services & Undertake Marketing Activities
Assignment
USE A COPY OF THIS FRONTPIECE WHENEVER YOU SUBMIT AN ASSESSMENT FOR THIS
UNIT
STUDENT USE:
STUDENT NAME: Younghak Park, Kyoungyoun Lee, Tatielle Neves, Iolanda Groess
DUE DATE: 26/07/2013
SUBMISSION DATE: 24/07/2013
OFFICE USE:
ASSESSMENT: COMPETENT / NOT YET COMPETENT
ASSESSOR COMMENTS:
........................................................................................................................................................................
........................................................................................................................................................................
........................................................................................................................................................................
ASSESSOR'S NAME:
.....................................................................................................................................
ASSESSOR'S SIGNATURE: ................................................................... DATE:
.............................................. ... Show more content on Helpwriting.net ...
International education activity contributed $16.3 billion in export income to the Australian economy in
2010–11. Because of this it is necessary the companies includes in the market these students. Use of
new technologies along with the convenience and speed of the fast food service make the proposed
activity to be effective. Organisational Requirements:–
The Pizza Hut is present in 88 countries, the network has more than 12,000 restaurants around the
world and employs more than 250,000 employees, then your responsibility is big.
The Pizza Hut is within the laws of the Australian government.
Has programs that indicate the nutritional table.
Has social responsibility programs in several countries.

Objectives / Outcomes:–
The purpose of this promotion is to include international students and increase sales of Pizza Hut,
besides improving logistics.
The results will be measured in increased sales and a question of satisfaction in the finalization of
purchase.
Step 2 – Coordinate, Implement and Manage Promotional

Midterm Report
Individual Assignment
Patrick Marco
International Marketing – LMIB2
3rd November 2014
Professor David James
Marketing is one of the most fundamental aspects in any business success. In fact it is what you say and
the way you say it whilst trying to explain how a certain product or service is, giving your target
audience reason why to use or purchase it. Marketing can be a bunch of things, whether promotion, an
ad, a brochure or a press release. It can simply be a Facebook page or even a Twitter account. In order
to increase revenues, one tries to market his business to a great number of people. It plays an essential
role in our every–day lives. Each person nowadays uses marketing one way or another without even
realizing.
For instance, waking up in the morning making a personal choice of what to wear or updating a
Facebook or LinkedIn profile, it is a way of portraying and marketing ones self to other people. With
marketing one it is creating his/her own brand. If marketing tools are used correctly in a business
environment, it can show tremendous improvements in revenues thus creating positive impacts on a
business's profitability.
This essay is targeted to non–marketing business individual to explain the importance of understanding
marketing and it's meaning, the essence of understanding the fundamental principles of marketing mix
elements, branding and segmentation and its essence in running a business in a more effective manner.

1. Many U.S. firms do exceedingly well in the global arena. Which of the following organizations is
considered to be the U.S. leader with global revenues approximated at $285 billion annually? (Points:
1) IBM ExxonMobil Ford Motor Wal–Mart Stores Hewlett–Packard
2. Considering the model of the international marketing task displayed in the text, which of the
following reasons demonstrates the most important difference between the international marketer 's
task and that of the domestic marketer? (Points: 1) The international marketer must deal with at least
two levels of uncontrollable uncertainty instead of one. The international marketer must rely on at least
two ... Show more content on Helpwriting.net ...
Lam should consider all of the above factors.
11. The four social institutions that most strongly influence values and culture are schools, churches
(religious institutions), families, and: (Points: 1) shopping malls day care centers government agencies
the media corporations
12. Which of the following countries would have the most affinity (score highest) for collectivism
(cohesive groups are honored and encouraged)? (Points: 1) Great Britain Australia Canada France
Japan
13. ______________ is being attuned to the nuances of culture so that a new culture can be viewed
objectively, evaluated, and appreciated. (Points: 1) Cultural ombudsmanship Being a cultural icon
Being a cultural maven Cultural sensitivity Cultural borrowing
14. A liking for others, open to tolerance, flexibility, and ability to adjust to varying tempos would all
be criteria for achieving ___________ in international marketing. (Points: 1) profit perception
adaptation standardization correlation individualization
15. Time is viewed differently around the world. For example, in Spain "those who rush arrive first at
the grave" is a description of feelings toward time. In which country would we expect to hear

International Marketing Management
LONDON SCHOOL OF COMMERCE
COLOMBO CAMPUS SRI LANKA
MBA FOR EXECUTIVES
INTERNATIONAL MARKETING MANAGEMENT
Student Name : N.Kushmi.E.R Gunawardane
Student ID No : 0020NLNL1113
Module Lecturer : Dr.Lester Massingham
Module Tutor : Ms. Nilusha Gallage
Date Submitted : 19th June 2014
Total Word Count : 3500
Executive Summary
This report plan is written proposal for "Ministry of Crab" (MOC) restaurant to launch overseas.
Situated at Dutch hospital, a prominent tourist location in Colombo city, MOC is currently a popular
restaurant in Sri Lankan food industry. Author has analysed all the strategies that are available ... Show
Also it can do an alliance with a foreign partner or franchise the local firm. Below diagram illustrates
many entry strategies to foreign markets in which author has selected 'franchising' as a market
development strategy for ministry of crab moving to United Kingdom and Bangladesh.
(Terpstra,2000)
2 What is franchising?
Basically the ideas is Franchisor gives licensed privilege to do business continuously, plus support on
training, management and merchandising in order to gain a profit in return from the franchisee

(International Franchise Association)
Franchising is an authority given to a firm to sell its goods or services on a certain geographic area. The
individual who purchase and runs the firm is franchisee and franchisor is the one who granted
permission to do his original business. Franchising has success stories over centuries old. Back in
1850's when Issac Singer introduced the sewing machine it was distributed around the world through
franchising. Ray Kroc was able to take over a small food business and convert it to a most successful
fast food chain around the globe through franchising. Food industry where Ministry of crab is
categorised is a very popular one in franchising along with automotive, health, and finance related
industries.
Important Facts on Franchising (IFA, 2014)
[pic]
1 Types of franchising
|Business |Product

International Marketing Essay
IDISCUSSION QUESTIONS Chapter 1: 1. To what extent is a global approach to international
marketing appropriate to firms in the Asia–Pacific? Global approaches are not always relevant to firms
in the Asia–Pacific apart from alerting them to the nature of the international competitive environment
in which they are likely to operate. A global approach is not an operating strategy for Indigenous small
and medium scale exporters (SMEs) and is only partially appropriate for local subsidiaries of
transnational firms. 2. Do the driving forces always outweigh the restraining forces in ensuring the
attractiveness of international marketing to the Asia–Pacific firm? 3. Why is it necessary to adopt a
holistic approach in ... Show more content on Helpwriting.net ...
6. Describe the way in which cultural differences can act to impede communication between business
people of different nationality. 7. What are the shortcomings of Hoftsede's criteria for assessing
differences on a global basis? Do you consider that his fifth factor adequately caters for the underlying
differences between Asian and Western cultural values? Chapter 12: 1. Prepare a Matrix showing the
following countries along the horizontal axis: Canada, Vietnam, Thailand and Japan. On the vertical
axis list each of the six factors to be taken into account when redefining the business and considering
international markets. In the cells indicate how these factors would differ for each of the four countries.
2. How would leveraging capabilities with respect to the Indonesian market differ between an
Australian/New Zealand producer of computer software and an Australian/New Zealand manufacturer
of automotive parts? 3. Modifying a product to facilitate its sale internationally will involve extra costs.
To what extent are these costs discretionary and how would you assess whether the costs are
worthwhile. 4. For what kinds of products do you expect customer needs to be worldwide? Why? 5. In
what ways does the product's packaging need changing when the product is being marketed in another
country? 6. You have been asked to develop a product for sale throughout the ASEAN region. What are
the criteria you would apply in the

Multiple Choice Questions 1. The United States has many successful trade relationships. Four of these
relationships account for a tremendous volume of trade. All of the following countries are among the
top four producers of trade for the U.S. EXCEPT: A) Canada B) Mexico C) Japan D) France E) China
2. For every dollar the United States invested in the economic development and rebuilding of other
countries after World War II, hundreds of dollars returned in the form of purchases of U.S. goods and
services. The primary plan after World War II used to rebuild and reinvigorate war ravaged countries
was the: A) Eisenhower Plan B) Marshall Plan ... Show more content on Helpwriting.net ...
B) protection of an infant industry. C) protection of a home market. D) the need to keep money at
home. E) to encourage capital accumulation. 14. Randall Smithe–Jones believes that protectionism is
the only way to save the United Kingdom from outside competitors. He has seen small business after
small business go bankrupt because cheaper foreign goods have been more popular. The UK has just
started a cell–phone manufacturing industry and Smithe–Jones' company is one of the first to try their
hand at cell–phone manufacturing. Which of the following would probably be the argument that
Smithe–Jones would use to persuade his government representatives that protectionism is still needed
in the U.K.? A) Protection of an infant industry B) The need to keep money at home C) Conservation of
natural resources D) National defense E) The industrialization of a low–wage nation 15. Section 301 of
the Omnibus Trade and Competitiveness Act authorizes the U.S. government to _____________ and
___________against specific foreign trade barriers judged to be unfair. A) suppress and attack B)
educate and substantiate C) investigate and retaliate D) market and dominate

Proctor & Gamble originated in 1837, when William Proctor and James Gamble formed a partnership
in Cincinnati, Ohio. The partnership flourished making the company a gaining name as principled
manufacturer of high quality consumer goods sold at competitive prices. By 1992 Proctor & Gamble
was a multinational company with annual sales of almost $30 billion profits exceeding $1.8 billion, and
a reputation for quality products, high integrity, strong marketing, and conservative management. When
P&G grew they became more and more interested in foreign markets. In 1992 they had sold their
products in more than 140 countries around the world.
In 1991 P&G after being satisfied with their success ... Show more content on Helpwriting.net ...
Retailers felt that the paper was a low profit, low loyalty category. They used it primarily to draw
consumers into their stores. Royale had been the only 3ply tissue on the market, and was viewed as the
traditional strong, premium quality facial tissue. Florelle was a 2ply tissue that had received little
promotional attention. It lost most of its market share in 1991 and was down 5.8% at the beginning of
92. Other competing brands of tissue were Kimberly Clark with their Kleenex brand, which had a very
good year in 1991. Scott tissue who at first fell a few shares due to loss of trade support, but relaunched
their brand in September 1991, positioning it as a product with high content of recycle material, and
supporting it with heavy advertising. Irving and all others had average an average year.
Brand Image for Royale based upon it's premium positioning, historically unique 3ply product design
and its softness claim, and had built the leading brand image in the product category. Brand users gave
Royale an overall score of 85 on a scale of 100, marginally superior to Kleenex. Even though Royal
enjoyed a very favorable overall brand image, they were lacking on thing that would make their
product do even better. Knowledge about the brand was not as high as they would have liked. Many
people who used it didn't even know that it was a 3ply tissue rather than a

Case Study Mid Term:
International Marketing Research at the Mayo Clinic
Minashki Sinanan
Summary
The Mayo Clinic is a well–known health care provider that treats international and domestic, upper
class society. An example of their consumer base is the President of the Republic of Equatorial Guinea,
Teodoro Obiang Nguema Mbasogo, who was seen at the Rochester clinic in New York. Founded
almost a Century ago by the "Mayo" family, these world renowned physicians travelled the world
comparing notes and surgical approaches as well as adopting international patients, creating an
international legacy. For years this clinic has used word–of–mouth as their main marketing tool to
maintain its global standing. Only within the last 20 ... Show more content on Helpwriting.net ...
We will go about this in a variety of steps. The first step is to analyze the secondary data we already
have available, as information is the key to successful development for international marketing. This
information required statistical data to help comprehend the targeted market's inclinations in the
healthcare industry and also market information about the media and other ways of getting information
delivered to the market for promotional decisions. However we must determine where and who our
target market should be. With our level and cost of the clinic it would be safe to conclude a high–
income upper social class target population and of course concentrating on the health conscious
population, even if this can surpass the income level. Gathering information from every main country
in the world would be amazing, however this is clearly unreal. Research and marketing is highly
expensive, thus we must determine countries that we need to concentrate and examine the most, even
though we still cater to patients from any part of the world. Our department must research and find the
countries with the highest percentage of people willing, and of course, capable of travelling for
international medical care. Concentration should stay mainly on Latin America, Canada, Middle East,
Europe and Asia, which includes mainly China and Japan. There will be detailed secondary data
needed.

International Marketing Strategies in Major Corporations

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