Executive Summary 1 Introduction 2 Literature review 3 Chapter I International Marketing 5 1.1 International Marketing Activities 5 1.2 The Role of International Marketing Specialist 6 1.3 Dynamics of International Marketing 6 1.4 Global Marketing, a new dimension of Marketing 7 Chapter II Marketing Research 8 2.1 Company and Product Briefing 8 2.2 Foreign Environment Analysis and Market Selection 10 2.2.1 Stage 1: Preliminary Screening 10 2.2.2 Stage 2: Country Indicators 11 2.2.3 Stage 3: Product Market Indicators 13 2.2.4 Stage 4: Market Infrastructure and Final Choice 17 2.3 Country Presentation 19 2.3.1 Geography 19 2.3.2 Population 21 2.3.3 Macroeconomics of United Kingdom 24 2.3.4 UK GDP Data 26 Chapter III International Marketing Plan 30 3.1 Primary Objective 30 3.2 Mode of entry 31 3.3 Marketing Mix 33 Chapter IV Conclusions 39 4.1 Contingency Plan 39 4.2 Future 40 4.3 Recommendations 40 4.4 Conclusions 40 Appendix 41 Bibliography 45
EXECUTIVE SUMMARY International Marketing Plan is concerned with the structuring of the relationship between a business and the global sector. The environment in which business operates has a greater influence on their successes or failures. There is a strong linkage between the changing circumstances, the strategic response of the business to such changes and the performance. It is therefore important to understand the forces of external environment the way they will influence this linkage. The external environment which is dynamic and changing holds both opportunities and threats for the organizations. The changes in the environment affect the risk levels of various investments to be made in the new situations. The brand recognition in Romania, the high quality products and services, advertising campaigns through powerful media have contributed in achieving market growth. Determining their flaws and trying to improve their weak points, European Drinks managed to remain the market leader. They have continuously kept adapting to the local customers’ needs and preferences, diversifying the flavors, keeping the low prices in an challenging economic environment. The macro environments in which all firms operate broadly consist of the economic environment, the political and legal environment, the socio cultural aspects and the environment related issues. The technological temper and its progress has been the key driver behind the major changes witnessed in the external environment making it increasingly complex to enter in other countries. INTRODUCTION This dissertation aims to explore a company’s development of an International Marketing Plan in order to penetrate a new foreign market by launching their product across their country’s border. The outcomes of this marketing plan are aimed to increase the brand awareness of the product and to enter the United Kingdom market with our ultra premium 100% fruit juices. We represent a health-conscious and passionate point of view that we hope to bring to the UK market. This international marketing plan focuses on the analysis of European Drinks in the global market, concentrating on UK features and facts. It includes the international marketing strategy, marketing mix, the marketing environment; an interpretation of its main strategies, showing that in the 21st century European Drinks is not just a home country juice producer but can be known worldwide. Throughout the entire thesis you will find the research and analysis of all factors involved in order to launch a new product in a new market presented in stages, the goal on a short term being Fruttia Juices to achieve high brand awareness and brand knowledge. Marketing is an organizational function and a set of processes for “planning and executing the conception, pricing, promotion, and distribution of ideas, goods and services to create exchanges that satisfy individual and organizational objectives”. It deals with identifying and meeting human and social needs in ways that provide value for customers and the organization’s stakeholders. One of shortest definition is, “meeting needs profitability”.
www.cia.gov www.statistics.gov.uk www.worldbank.org www.fco.gov.uk www.worldatlas.com www.britannia.com/history www.state.gov www.theodora.com/abc_world_fact_book www.flags.com www.statisticyearbook.com http://www.rateinflation.com/ books.google.com
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