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Global marketing strategy and product launch – B&Q in Malaysia.
Pages 17 (4267 words)
The expansion overseas is often considered as the most effective solution for firms that need to stabilize their performance, especially when these firms are established in highly risky or turbulent markets. In practice however, the effectiveness of such plan is depended on many factors;
Current study reviews the potentials of B&Q, a well-known British firm, in the Malaysian market. The firm already operates in the international market. Still, up today the firm has not attempted to enter the Malaysian market. The successful operation of the firm in Chinese market has possibly caused the delay of such project. The stability, at least up to now, of the European market in which the firm is highly expanded, could be another reason for the avoidance of the firm to expand overseas. On the other hand, the review of the Malaysian market had led to the assumption that the particular market could highly benefit the performance of B&Q. The firm’s profits could be increased while the risks involved would be limited, at least taking into consideration the market’s current characteristics. A marketing plan has been developed for the potential expansion of B&Q in the Malaysian market. The requirements and the implications of the specific plan are analytically presented. It is proved that the entrance of firm in the Malaysian market would have many prospects for success, especially if all phases of the plan were carefully monitored. ...
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