International Marketing Essays (Examples)

View Full Essay

International Expansion Is One of the Growth

Words: 4255 Length: 16 Pages Document Type: Essay Paper #: 75935597

International expansion is one of the growth strategies that are embraced by companies in order to improve their bottom-line/profitability. In this paper, we present an elaborate international marketing strategy for ed Bull energy drink. The marketing plan begins with an introduction into the concept of international expansion and marketing and a brief overview of the company. A review of the main conclusions and recommendations is then presented. This is then followed by a discussion of internalization strategy. In this section, the context as well as context and reasons for the firm's internationalization initiation or expansion decision, as well as a discussion of the stage of internationalization at which your chosen firm finds itself. The next section is a discussion of the foreign market segmentation and targeting strategies. Under this section, we justify our choice of a market concentration or diversification strategy, incremental vs. simultaneous entry, the number of countries you…… [Read More]

References

Doodle, I. And Lowe, R., 2004. International Marketing Strategy: Analysis, Development and Implementation, ThomsonLearning, London.

EastBridge Import & Export Co., LTD, The Import Procedure of Food and Drink, Viewed 14 March 2012,  http://www.eastbridgechina.com/En/Show.asp?id=33 .

Encyclopedia of the Nations, China Country overview, Viewed 30 April 2012,  http://www.nationsencyclopedia.com/economies/Asia-and-the-Pacific/China.html .

Euromonitor International, Red Bull plans Asian expansion, Viewed 14 March 2012, http://www.marketresearchworld.net/index.php?option=com_content&task=view&id=1232&Itemid=77
View Full Essay

International and Domestic Marketing Are

Words: 3283 Length: 12 Pages Document Type: Essay Paper #: 30330395

, 2003).

Notwithstanding these similarities in the marketing function, there are some important differences that must also be considered. For example, even enormous countries in geographic and population terms that have relatively homogeneous populations may require more straightforward domestic marketing techniques and small city-states will require more elaborate international marketing techniques. For example, as ao (2000) points out, "Given its strong tourism base and an open economy, Singapore has modern international retailing and other marketing institutions, making this country a truly global or international city, while India represents primarily a traditional, domestic marketing environment with considerable isolation from international markets" (p. 188).

According to Hills (1994), the ecological model shown in Figure 1 below indicates that there is no single, successful ongoing or steady-state strategy for small companies involved in international marketing initiatives. This author emphasizes that, "Standardization vs. local differentiation is the single most important issue in ongoing international…… [Read More]

References

Alon, Ilan. (2004). "International Market Selection for a Small Enterprise: A Case Study in International Entrepreneurship." SAM Advanced Management Journal, 69(1), 25.

Andersen, Otto. (1993). "On the Internationalization Process of Firms: A Critical Analysis." Journal of International Business Studies, 24(2), 209.

Andrews, Tim G., Nartnalin Chompusri and Bryan J. Baldwin Obe. (2003). The Changing Face of Multinationals in Southeast Asia. New York: Routledge.

Beckman, Theodore N. And William R. Davidson. (1967). Marketing. New York: Ronald Press Co.
View Full Essay

International Firms Segment the Global

Words: 1374 Length: 5 Pages Document Type: Essay Paper #: 6756142

Starbucks succeeded in Asia specifically because it did not market the same way that it did in North America. Cultural differences made it difficult to market their primary product (coffee), so they shifted focus to their secondary product (the casual "third place"), something that is in high demand in Asia's densely populated cities and Asia's communal culture (Chang, 2010). Had Starbucks stuck with its focus on coffee, the message would have been lost on tea-drinking Asian consumers.

The notion that products can be marketed the same all the world over is a fanciful one. Even the world's most ubiquitous companies tailor their products, their distribution and their promotional strategies to the local conditions. The brand may be the same, but the marketing behind the brand is often very different.

4. There are a number of costs beyond the domestic price that must be considered when marketing abroad, including product-related costs,…… [Read More]

Works Cited:

Johnson, J. & Arunthanes, W. (1995). Ideal and actual product adaptation in U.S. exporting firms: market-related determinants and impacts on performance. International Marketing Review. Vol. 12, 3, 31-46.

Chang, D (2010). In Asia, marketing 101 doesn't work. Harvard Business Review. Retrieved February 14, 2010 from http://blogs.hbr.org/cs/2010/02/in_asia_marketing-101-doesnt-work.html

No author. (1999). Pricing, quotations and terms. UNZCO. Retrieved February 14, 2010 from  http://www.unzco.com/basicguide/c11.html 

Rong, C. (2004). Feeding a behemoth. Far East Economic Review. ISSN: 0014-7591
View Full Essay

International Business Three Company Profiles

Words: 1437 Length: 4 Pages Document Type: Essay Paper #: 46961033

That's proving a business opportunity for Krispy Kreme, McDonald's and other American fast-food chains. For Krispy Kreme, Japan is part of its overseas expansion -- a crucial element of its revival plan announced earlier this year. The chain, based in inston-Salem, N.C., saw its stock collapse two years ago under the weight of overexpansion in the U.S., an accounting investigation and the low-carb diet craze...[Now a] Japanese man carries boxes of Krispy Kreme doughnuts back to his office...two Japanese girls devour doughnuts last week at a Krispy Kreme shop in Tokyo. Long lines form outside the shops, sometimes leading to waits of an hour" (Kageyama 2007). But because of more health-conscious consumers in other regions of America where the Southern, Americana image of the company has less cache and novelty, this strategy has not been successful. Also, the idea of a 'trans-fat free doughnut' has not quelled fears about health…… [Read More]

Works Cited

About us. (2008). Carvel Ice Cream Website. Retrieved September, 21 2008 at http://www.carvel.com/about_us/about_us.htm

About us. (2008). Dunkin' Doughnuts Official Website. Retrieved September 21, 2008.

A https://www.dunkindonuts.com/aboutus/company/

Cateora, P.R., & Graham, J.L. (2005). International Marketing. 12th ed. New York, NY: The McGraw-Hill Companies, Inc.
View Full Essay

Marketing Decisions and Strategies Embraced

Words: 1836 Length: 6 Pages Document Type: Essay Paper #: 8489814

This he can do by engaging in extensive advertising, public relations, sales promotion, personal selling, internet marketing, and sponsorship. Depending on the resources available, the client can use any form of mass media that is within his means. He can also go for the services of public relation companies to obtain favorable publicity within the media. The client can also make use of money off coupons or special offers to increase sales volumes in short-term. Internet marketing techniques like social media and videos on demand can also come in handy (Chaffey, 2007). Message strategy should be well thought out. The message should reinforce the benefit of that product (Schultz & Dev, 2005).

2.1.4 Place Strategy

This stands for ways by which goods are transported from the client to the end users. The client has to ensure that goods reach the market when they are still in good condition failure to…… [Read More]

References

Beamish, K., & Ashford, R. (2007). Marketing planning 2007-2008. New York: Elsevier.

Chaffey, D. (2007). E-business and e-commerce management: strategy, implementation and Practice. New York: Pearson Education.

Christensen, C.M. (1997). The innovator's dilemma: when new technologies cause great firms to fail. Boston, Massachusetts: Harvard Business School Press.

Galavan, R., Murray, J., & Markides, C. (2008). Strategy, innovation, and change: challenges for management. Oxford: Oxford University Press U.S..
View Full Essay

International of Music Under the

Words: 3176 Length: 10 Pages Document Type: Essay Paper #: 78362298

Music is something that reaches the soul. In other more pragmatic words we could state that its role is to answer psychological needs. From this pint of view the greatest opportunity that the artist benefits from is the one of making good quality music. Normally the high quality product should sell itself. In reality it will need a bit of promotion and advertising to achieve its purpose of becoming successful abroad.

Now that we have taken into consideration a multitude of strong points and opportunities, we should probably underline the fact that there are important threats that one must take into consideration. The first threat that we must analyze is represented by the competition. It is true that being a male could be an advantage on the international music market.

One may become the idol of the boys and a desired partner for the girls. Especially under the circumstances in…… [Read More]

Bibliography

Belch G.E., Belch M.A. (2008) Advertising and promotion: an integrated marketing communications perspective. McGraw Hill Higher Education

Benbasat, I., Gefen, D., Pavlou, P.A., (2008) "Trust in Online environments," Journal of Management Information Systems, vol. 24, no.4, pp.5-11

Doole, I., Lowe, R. (2008) International Marketing Strategy: analysis, development and implementation. South Western Educational Publishing

Graham, J, Cateora, P. (2008). International Marketing. McGRaw Hill Higher education
View Full Essay

Marketing Communication Programme for the New Product

Words: 580 Length: 2 Pages Document Type: Essay Paper #: 73871912

Marketing Communication Programme for the New Product

"The Body Shop" offers a wide range of naturally inspired cosmetics and toiletry products. The brand, originally created in the United Kingdom, distributes its products and expresses its values through a large multi-channel network of exclusive retail shops (1,088 company owned and 1,517 franchisees) in more than 60 countries, as well as through home and online sales. The purpose of this report is developing an international marketing plan for a new product; a special shampoo which mitigates the hair loss problem of people, particularly for men, to be added to the range for international market in Asia for the Body Shop.

An international marketing plan including an analysis of marketing potential and target segment of the new product, a marketing communication programme for the new product is indicated in this report.

This report also provides a SWOT analysis for The Body Shop and…… [Read More]

View Full Essay

International Channel Management

Words: 4078 Length: 9 Pages Document Type: Essay Paper #: 60856521

International Channel Management

The Japanese Distribution System has been under a lot of scrutiny and assessment and analyses by foreigners, and these analyses have attempted to find out the reason behind the absolute 'no go' principle that they find when they attempt to export any product to Japan. In a basic comparison between Japan and the United States of America, for example, while there is one single retail store for every 68 persons in Japan, in America, there is one retail store for every 120 persons. (Japanese Business Environment) The Japanese Distribution is virtually in the midst of a big controversy today, wherein the distributive structure and the various trade practices followed by the Japanese are under question. (A new perspective on the Japanese distribution system: structure and trade practices) The fact is that the Japanese Distribution System came into being during the early years of the seventeenth century, when…… [Read More]

References

Auckerman, William. Japan Net Penetration doubles in past year. Retrieved From

http://isp-planet.com/research/japan_net_grows.html Accessed on 18 March, 2005

Bilateral Trade Relations: Japan. Retrieved From

http://europa.eu.int/comm/trade/issues/bilateral/countries/japan/index_en.htm Accessed on 18 March, 2005
View Full Essay

Marketing Management Marketing Is'so

Words: 1593 Length: 5 Pages Document Type: Essay Paper #: 72315031

Typically, scholars see low context cultures as one in which things are explained in more detail, have less a tradition in history and the past, and are rooted in the present and the future. This is why, for instance, most view the United States as a low context culture in reference to a high context culture like the Native American or Maori (Samovar and Porter, 2004).

The challenge in contemporary culture is that there are so many different messages and ways of communicating those messages, along with such a vast number of products and services, that it is now hard, in the global economy, to completely differentiate contextual messages. Once can find examples of the entire range of the continuum within the U.S. based marketing field, depending on the product or service; certainly, the marketing of Coca-Cola is different than the marketing of a medical imaging system, and requires a…… [Read More]

REFERENCES and WORKS CONSULTED

Balibanis, G., et.al. (2001). "The Impact of Nationalism, Patriotism, and Internationalism

On Consumer Ethnocentric Tendencies." Journal of International Business Studies.

32 (1): 157-75.

Drummond and Ensor. (2005). Introduction to Marketing Concepts. London: Butterworth.
View Full Essay

Marketing and E-Marketing Integrating Marketing

Words: 593 Length: 2 Pages Document Type: Essay Paper #: 86855059



Analysis of Performance

Another primary factor that is serving as a catalyst for companies integrating their marketing and e-marketing into a single, unified platform is the potential that exists for measuring performance of strategies at a much greater level of accuracy than has been possible in the past (Bernoff, Li, 2008). This is particularly useful from a global standpoint when companies must budget their advertising, promoting and marketing dollars across a wide variety of programs, each operating in a different geography (Sheth, Sharma, 2005). While much has been written about the world being flat, in fact marketing globally has never been more heterogeneous and diverse (Sheth, Sharma, 2005). For companies to attain a high level of trust in their chosen markets the focus needs to be on measuring strategies online to see what resonates and makes them relevant over not (adin, Calkins, Predmore, 2007). Metrics captures from e-marketing can deliver…… [Read More]

References

Bernoff, J., & Li, C.. (2008). Harnessing the Power of the Oh-So-Social Web. MIT Sloan Management Review, 49(3), 36-42.

Chang, H., Wang, Y., & Yang, W. (2009) the impact of e-service quality, customer satisfaction and loyalty on e-marketing: Moderating effect of perceived value. Total Quality Management & Business Excellence, 20(4), 423.

Tara J. Radin, Martin Calkins, & Carolyn Predmore. (2007). New Challenges to Old Problems: Building Trust in E-marketing. Business and Society Review, 112(1), 73-98.

Jagdish N. Sheth, & Arun Sharma. (2005). International e-marketing: opportunities and issues. International Marketing Review, 22(6), 611-622.
View Full Essay

Marketing Report for Ms Janet Bradley Keeping

Words: 4971 Length: 11 Pages Document Type: Essay Paper #: 63623939

Marketing eport for Ms. Janet Bradley

Keeping in view the increasing obesity rates in Australia and finding the spicy and high-calorie fast foods as the major reason for it, Ms. Janet Bradley has planned to establish a low-calorie fast food restaurant chain that will serve as an alternative to McDonald's, ed ooster, KFC, and other fast food chains. This paper presents a comprehensive analysis of the micro and macro environment for the new fast food chain in order to recommend strategies which can help it in becoming successful in the industry. The major micro environmental forces which will impact its business are consumer behaviour, suppliers and intermediaries, publics, and competitors. The buyer behaviour has been analysed using cultural, social, personal, and psychological dimensions -- all having a significant impact on the purchase decisions and preferences of the consumers towards fast food products. The restaurant chain will also take a big…… [Read More]

References

Birn, R. 2004. Effective Use of Market Research: How to Drive and Focus Better Business Decisions, 4th Edition. London: Kogan Page

Blythe, J., & Megicks, P. 2010. Marketing Planning: Strategy, Environment and Context, 3rd Edition. U.K: Prentice Hall

Ellwood, I. 2002. The essential brand book: over 100 techniques to increase brand value. 2nd Edition. London: Kogan Page

Hill, C.W., & Jones, G.R. 2012. Strategic Management Theory, 10th Edition. Mason, OH: South-Western, Cengage Learning
View Full Essay

International Distribution Channel

Words: 859 Length: 2 Pages Document Type: Essay Paper #: 88674594

International Distribution Channels

Strategic Alliances in International Distribution Channels

Of the many critical success factors necessary for international distribution channels to succeed, the most important are found within the context of International Strategic Alliances (ISA). In the research study results presented in the peer-reviewed study Strategic Alliances in International Distribution Channels (Mehta, Polsa, Mazur, Xiucheng, Dubinsky, 2006) the authors provide an empirically sound and well defined framework fro evaluating the potential success of ISA alliances across nations, geographic regions and cultures. The authors conclude that the motivation to learn and share knowledge, followed by relationship closeness is the two most critical success factors that contribute to (Mehta, Polsa, Mazur, Xiucheng, Dubinsky, 2006). These two factors can traverse differences in cultural orientation towards competitive and commerce, as is shown in the result of the U.S. And Poland compared to Finland and the People's epublic of China (P..C.).

Analysis of Objectives and…… [Read More]

References

Dyer, J.H., & Nobeoka, K. (2000). Creating and managing a high-performance knowledge-sharing network: The Toyota case. Strategic Management Journal, 21(3), 345-367.

Mehta, R., Polsa, P., Mazur, J., Xiucheng, F., & Dubinsky, A.J. (2006). Strategic alliances in international distribution channels. Journal of Business Research, 59(10), 1094-1094.
View Full Essay

Marketing Case Study Explain What You Think

Words: 1206 Length: 3 Pages Document Type: Essay Paper #: 11966605

Marketing Case Study

Explain what you think would be an appropriate promotions strategy for both of them. In doing so compare and contrast the two promotions strategies explaining why you think they would be similar or different.

NINE POSSIBLE PODUCT -- MAKET COMBINATIONS

POSSIBLE TAGET MAKETS

GAY MEN O WOMEN

BLACK WOMEN AGED 18-30

HANDGUN OWNES

PODUCT CATEGOIES

VACATIONS

NON-LETHAL PESONAL SECUITY PODUCTS

FITNESS / EXECISE PODUCTS

More than one billion adults worldwide are overweight. In the United States alone obesity is responsible for an estimated 300,000 deaths annually. What's interesting is that nearly all of these deaths are preventable through proper exercise and nutrition. As such, fitness is a very contentious issue plaguing many of the developed nations worldwide. Statistics indicate that nearly 33% of all Americas are obese. This bodes very well in regards to marketing as 1 in 3 Americans could use the fitness and exercise related…… [Read More]

References

1. Swarming the shelves: How shops can exploit people's herd mentality to increase sales." The Economist. 2006-11-11. p. 79-90.

2. Kotler, Armstrong, Philip, Gary. Principles of Marketing. (2011)Pearson education.

3. Joshi, Rakesh, (2005) International Marketing, Oxford University Press, New Delhi and New York ISBN 0-19-567123-6
View Full Essay

International Business Competitive Strategy Is the Bedrock

Words: 6174 Length: 18 Pages Document Type: Essay Paper #: 46966256

International usiness

Competitive strategy is the bedrock on which companies base business decisions to reach their targets and achieve profitability. Formulating and implementing strategies in international business is much more complicated and difficult task than doing so in home or familiar markets. Competitive strategy deals with the development of abilities by a firm to keep ahead of competitors in the fields in which it operates. Firms develop competitive edge in global markets by possessing certain assets, abilities or characteristics. The primary elements of competitive advantage are the critical offer, the significant operating factors and the firm's strategic resources. (ennett and lythe, 2002) Corporate strategies and international marketing strategies are linked closely and have a bearing on business performance. (rown, 1994)

While some companies focus on a single source of competitive advantage, it is common for many firms to opt for a combination of options to be flexible and attain the…… [Read More]

Bibliography

Ahlberg, J; Garemo, N; Naucler, T. (1999) 'The Euro: How to keep your Prices Up and your Competitors Down', The Mclliney Quarterly, Volume: 2

Bennett, R. (1996) 'Relationship formation and governance in consumer markets: Transactional analysis vs. The behaviorist approach', Journal of Marketing Management, Volume: 12; No: 6

Bennett, R. (1999) 'International Business Frameworks', Second Edition, London: Financial Times/Pitman

Bennett, R and Blythe, J. (2002) 'International Marketing: Strategic Planning, Market Entry and Implementation', London: Kogan Page
View Full Essay

Marketing Management and Analysis Marketing

Words: 2472 Length: 8 Pages Document Type: Essay Paper #: 5657377

Business users will be charged $45 a month for data. By giving back the revenue to the carriers, which they may use for subsidies, Apple is hoping to dramatically increase its volume, as well as sell more Macintosh computers to iPhone users" (Markoff 2008).

This tradeoff illustrates an important aspect of marketing any new technology -- not only must the product be affordable, but so must the service itself. Apple is striving to convince consumers that using as well as buying the iPhone is financially feasible and also hopes its attractive pricing strategy for the iPhone will convert more consumers to the use of its other product, like Macs, because of the satisfaction they derive from the iPhone. Additionally, while business users are charged more per month because they use more data services, Apple also has tried to still make the iPhones attractive to businesses, by selling them the phone…… [Read More]

Works Cited

Apple iPhone." (2008). CNET. Retrieved 6 Aug 2008 at http://reviews.cnet.com/smartphones/apple-iPhone-8gb-at/4505-6452_7-32309245.html

Balan, Elena. (30 Jul 2007). Nokia to make iPhone competition with new music download service." So ftpedia.com.Retrieved 6 Aug 2008 at  http://news.softpedia.com/news/Nokia-to-Make-iPhone-Competition-with-New-Music-Download-Service-61324.shtml 

Holson, Laura M, (2008)."AT&T targets business customers with iPhone." The New York Times. Retrieved 6 Aug 2008 at http://bits.blogs.nytimes.com/2008/06/09/att-targets-business-customers-with-iPhone/index.html?ref=technology

Markoff, John. (10 Jun 2008). "Apple aims for the masses with a cheaper iPhone." The New York
View Full Essay

Marketing in a Less Developed Country

Words: 1532 Length: 5 Pages Document Type: Essay Paper #: 48375928

Marketing in a Less Developed Country

A less developed country is that country with a Gross Domestic Product (GDP) of less than 2% of global trade in goods relative to other countries. Less developed countries are characterized by little industry and sometimes a comparatively high dependence on foreign aid. These countries are grouped as the poorest and weakest market economies and consist of more than 880 million people. They rely heavily on exports of agricultural products whose prices keep on fluctuating fetching low price in the international market while they import most of the industrial and manufactured goods from developed countries a reason for continued balance of payment deficits, resulting into high debt burdens which have kept them as beggars' in the international community thus a continuous vicious cycle of poverty (UN-OHLLS, 2011).

Less developed countries are also characterized by low level of socio-economic development with weak human and institutional…… [Read More]

References

C. Samuel Craig and Susan P. Douglas, (1999).Conducting international Marketing Research in the 21st century. Retrieved on Nov 23, 2011 from  http://people.stern.nyu.edu/sdouglas/rpubs/imr.html 

Food and Agricultural Organization, (2011).Global agricultural marketing management.

Retrieved on Nov 23, 2011 from  http://www.fao.org/docrep/W5973E/w5973e02.htm 

Leslie M. Dawson, (2011). Marketing to Less Developed Countries. Retrieved on Nov 23, 2011
View Full Essay

Marketing International Market Discuss the

Words: 1578 Length: 5 Pages Document Type: Essay Paper #: 73068286



Norms: Every society has a set of norms, which often include the folkways, mores, taboos and rituals that exist within the culture.

Values: The values of a culture often refer to the things that are to be achieved or to the things that are considered of great worth or value.

eligion and Beliefs: The religion and the beliefs of the people in a civilization play an important role in shaping up of the culture of any society.

Social Collectives: Social collectives refer to the social groups, organizations, communities, institutions, classes, and societies, which are considered as symbolic social constructions within a culture.

Statuses and oles: A status or a social role is a slot or position within a group or society that a person belongs to.

Cultural Integration: This refers to the degree of harmony or integration within the various elements of culture (What are the Elements of Culture, 2009).…… [Read More]

Reference List

American Keiretsu. (1998). Retrieved September 17, 2009, from Red Herring Web site:

http://www.redherring.com/Home/8219

Arbitration and Conciliation Act, 1996. (n.d.). Retrieved September 17, 2009, from Web site:

http://www.dateyvs.com/gener01.htm