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Global Marketing Table of Contents Introduction 3 Product Choice 4 The decision to internationalise 4 Market entry strategies 7 Conclusion and Recommendations 9 References 11 Introduction Internationalization can be defined as the process through which a company looks to target international customers by making the products and services available to the customers.
Today the global economy is as turbulent as it gets. The economies of the western developed nations are still felling the wrath of the economic down turn of 2008. Therefore a lot of companies belonging to countries like U.K. or U.S. are looking to set up business in the emerging economies which includes the brics and mitsk countries such as India, China, Mexico, Brazil etc. (Ghauri and Cateora, 2010, p. 141). The present study has been done in lieu to analyze the internationalization process of a product which is actually not present in a targeted or host nations. Such circumstances would provide scope for a thorough understanding about the fundamental yet extremely aspect of setting up a business in an international market. During the course of the study various important concepts related to the international marketing such as the market attractiveness analysis, analysis of potential threats and opportunities and threats, evaluation and selection of appropriate market entry strategy, market segmentation, targeting and positioning has been discussed. Product Choice As per the pre-defined project criteria the company to be discussed has been chosen as Innocent Drinks. The company was founded in 1999 by Adam Balon, Richard Reed and Jon Wright. All of them were Cambridge University graduates. ...
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