The focus here is only on one origin and destination market and on the chosen company Ikea and its expansion from Sweden to the UK (Ikea.com, 2006) and the analysis will be based on business development, international marketing, training and the nature of organizational structure in different environments that seem to affect or are affected by place, people, promotion and product or the features of the marketing mix (Balmer, 2006).
In considering the movement of an organization from one country to another, the impact of the international environment has to be considered primarily as the organizational structure is highly influenced by the international marketing environment. In this discussion we focus on the nature of the organizational structure and the impact of the international environment on the company that is analysed here and would also discuss the cultural and non cultural factors that seem to affect an organization that shifts base from one country to another (Axinn and Matthissens, 2006).
We examine the organizational structure, also the international environment and business environment on international marketing strategies. The implementation of the marketing mix is also considered along with the effects of internationalization and movements of a company from one country to another (Axinn and Matthissens, 2006; Balmer, 2006). Thus there are several issues considered here, the organizational structure, the international environment and marketing strategies as also the effects and causes of internationalisation and implementation of the marketing mix.
The focus is on understanding the dynamics and relationship between the origin and destination markets. The four elements of marketing mix consist of the marketing tactics and deals with price, place, product and promotion. These four Ps are the basic elements of marketing but recent theories on 7Ps have added people, process and physical ...Show more