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Barwell Group
S/M/209. Golf Groups Direct: International Marketing
- WORDS:
- 3600
- DATE:
- 2006
- PRICE:
- 39.99 GBP
This report proposes an understanding of the issues tied to the international marketing. From this understanding, it is analyzed the case of Golf Groups Direct (division of Barwell Group), an online golf tour operator company. This firm, originally working in the UK market, wants to introduce the German market. Thus, it is firstly provided a deep research of the cultural differences between UK and Germany towards this special product. And then, more information about the German customers' characteristics is carried out. Through these two sections emerge some crucial differences which have to be taken into account by Golf Groups Direct for a successful internationalization. In this sense, in the recommendation, it is bring out the marketing mix adjustment. Also, the important point of the mode of entry is questioned. It will be seen, according to the Golf Groups Direct specificity, that the best entry mode is the export.
KEYWORDS: Tour operator, international, German, UK, market entry methods, buying characteristics,
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