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(2005, 4500 words)
The paper examines the peculiarities of marketing goods and services in China for European firms providing a brief overview of the Chinese culture, philosophy and mentality and giving characteristics of Chinese consumer behaviour. Business relationships are described including Guanxi principle.
(2005, 13000 words)
The dissertation aims to examine the influence of local culture on the international marketing offering a comparative study of the UK and Indian culture and their implications for the Coca-Cola Company marketers. A literature review touches upon marketing theories including marketing mix, cultural theories including Maslows hierarchy of needs and self-reference criterion, Coca-Cola profile, and their marketing practices in India and the UK. Research methods include surveys of secondary data drawn from related books, business journals, case studies and the Internet. Conclusions are made about the success factors of Coca Cola performance offering solutions to the companys current problems.
(2005, 9000 words + 1500 words)
The dissertation aims to evaluate the impact of culture on the international marketing presenting a review of literature on business philosophy, theories of cultural indices, aesthetic values, linguistic influence, consumerism, marketing models, issues of globalisation vs. localisation, etc. Research methods include the analysis of secondary data obtained from printed and online sources including case studies. Conclusions are made about the complications of cross cultural marketing and possible solutions to its problems. The proposal for the dissertation identifies the concept of international marketing, defines the topic, areas, purpose and significance of the study, and outlines research methods.
(2005, 3300 words)
This report is in three sections. The first describes the degree of penetration of the World Wide Web in consumer markets in America, Asia, Australia and Africa, giving reasons for the differences. The report has found that the degree of penetration is related to the economic situation in each country and that the penetration in Europe, North America and some parts of Asia is far greater than the rest of the world. The second part of this report discusses the international marketing implication that has for firms with a global reach. It has been found that this information is valuable for developing market awareness as well as a sales and distribution channel, and is especially valuable for small firms wishing to enter new markets without the normal high levels of investment. The third section is an evaluation of the role of the internet for promotion and distribution. This analysis has found that whilst there are huge opportunities for both traditional bricks and mortar firms and those that are Ńclick only, marketers have to be aware of the operational implications which if not carefully planned for may cause greater customer dissatisfaction and loss of business than no presence at all.
(2005, 2200 words)
This report is in two sections. The first describes the degree of penetration of the World Wide Web in consumer markets in America, Asia, Australia and Africa, giving reasons for the differences. The report has found that the degree of penetration is related to the economic situation in each country. The second part of this report discusses the implications of that for firms with a global reach. It has been found that this information is valuable for developing market awareness as well as a sales and distribution channel; however firms also need to be aware of other environment factors. The report refers to the strategy and experience of Proctor and Gamble investing in China and of Amazon.com.
(2005, 3300 words)
The essay includes a detailed PESTL analysis of the environment in which Blackberry/RIM is operating as well as a thorough Porter's five forces analysis of the wireless communications industry. The paper also scrutinises strengths and weaknesses of the company (and the mobile e-mail/Internet device) along with potential opportunities for its further development and possible threats to continued growth (SWOT). The adoption of an effective distribution policy - whether to continue direct sales or to use the services of carriers/mobile phone companies - is also considered in the essay.
(2004, 1900 words)
This paper assesses to what extent globalisation of markets has occurred. It discusses if globalisation is in fact possible or if companies need to adopt a more polycentric approach. This paper discusses if convergence is actually happening, or is it more of a technological convergence only within business and divergence is more important for the evolution of the planet. It tackles the argument of glocalisation over globalisation.
(2003, 5600 words)
This paper presents a marketing program for introducing Doritos Go Snacks to the UK market. In order to assess the feasibility of such the program, firstly the offering was positioned in the market by highlighting the particularities of the Product, of the Branding, Packaging, Price, Consumer Profiles, Distribution channels and of the Promotional activity. Next, the strategic analysis was performed through PEST and SWOT analysis. Third, the current marketing strategys evaluation was made by the use of įPorters Five Forces framework. The core strategy was determined and recommendations for market segments and for a market coverage strategy were outlined. Next, the monitoring process was performed with highlighting the Key Performance Indicators, the Financial Perspectives (income and the income affecting factors) and the customer perspectives. Finally, the marketing program was developed with an application of the į3Ps (Product, Price, Place) framework and the budgeting calculations. In the conclusion, the author infers the potential perspective for Walkers snacks at the UK market by stressing on the advantageous points of the whole marketing program.
(2003, 2700 words)
This paper examines the emerging Europes integration in terms of favourable conditions for international business development. First, the Maastricht treatys convergence criteria, such as the “four freedoms" (the movement of people, goods, services and capital) are discussed in the light of fiscal and political benefits for European countries. Next, the opportunities and threats for international business are examined with showing examples of business development in some European countries. FDI, job places, culture and economical differences are also the cases to be considered there. Finally, the paper concludes by summarizing the discussed points and giving recommendations for successful business development in the integrated European market.
(2004, 3000 words)
There are numerous methods of scanning the environment, which include PEST and SWOT analyses, and Porters Five Forces. These are used to detail and critically analyse the main market and industry factors that a company should consider when deciding upon market entry strategies in the global playing field. One of the most important aspects of a firms entry strategy is the actual mode of entry therefore this report refers to the main modes of exporting, licensing, franchising, joint ventures and wholly owned subsidies (WOS) to illustrate how market and industry factors affect the entry mode choice. Specific reference will be given to entering the Japanese market, using Boots, Starbucks, Toys įR Us, and BMW as case studies.
(2004, 3000 words)
This report focuses specifically on the role of culture in the formulation of international marketing strategies, using a number of examples to highlight the points raised. Firstly, international marketing strategies will be considered in more detail, followed by an exploration of the concept of culture and its influence on international marketing strategies.
(2004, 3000 words)
This paper investigates whether in an are of globalisation, marketers nowadays need to pursue fundamental strategic principles such as building brand loyalty, precision segmentation, based on clear understanding of customer behaviour notion. This is essentially driven by the multinational corporations (MNCs and MNEs) investing on building of handul of global brand which achieve global competition and market dominance. Paper refers to the various strategies which are employed by marketers and brand managers in order to achieve and maintain global brand as a tool of defence and market dominance.
(2004, 3000 words)
The paper discusses the importance of localisation of advertising message in the context of global marketing practice. The argument is based on the revision of various theoretical models with regards to the relationship of communicational process and socio-cultural factors. The separate focus is placed on the discussion of the emotional response phenomenon and the way it might determine the effectiveness of ads appeal. The argument of the importance of localisation is supported by various real-life examples which show the way the requirements for advertising message and execution differ.
(2004, 2500 words)
The paper develops an optimal marketing strategy for promoting a British University to East European countries. The importance of this topic has increased with the recent admission of East European countries into EU. The new countries create an interesting opportunity for British education establishments, which possess serious credential on the global educational market. The suggestions of strategy of formulation requirements are based on extensive secondary analysis and address such issues as positioning, marketing mix and market entry strategies.
(2003, 1900 words)
This paper examines whether product adaptation in the hospitality industry is too large price for the benefits of entering a new market environment. The objectives are to describe the product adaptation in the hospitality industry, its aims and influencing factors such as physical, market and legal factors. Also it includes analysis of the advantages and disadvantages of the product adaptation. It is concluded from the overall study that product adaptation is essential issue for entering the international market environment, despite it involves risk
(2003, 8000 words)
This report is assessing the impact of culture on the International marketing. Report consists of the following sections: Culture and its Definition, Various models of culture including Hofstede; Language, Religion, Values and Attitudes, Education, Social Organisations, Technology and Material Culture and Law and Politics. To provide practical examples report is outlining the impact of culture on the various brands: Unilever (International product Launch of Persil into the Chinese detergent market). Report outlines the PEST analysis of Persil in China, Porter's 5 forces analysis of Persil in China; adaptation of marketing mix of Persil in China.
(2004, 1600 words)
This report analyses different theories on the internationalisation of the firm including Uppsala model, reasons for firms to go International and the key causes of failure.
(2004, 2000 words)
Today, international organisations are more likely to be engaged in counter-trade trading model than decades ago. Parts of the reasons are due to the financial ability of parties involved, law and regulation of different countries and economic issues. By adopting counter trade, organisations are able to develop new international market and reduce the risks of exploring this new market. Politically, many countries are in fact encouraging counter trade since it helps in minimising lost of jobs, establishing goodwill and accelerate country development. Strategically, counter trade also serves as a platform for organisations to gain a better understanding about the new market, to access better technologies and so on. The paper provides carefully examination over this increasingly popular trend.
(2004, 2500 words)
This paper analyses standardisation versus adaptation of Marketing Mix for international and global companies. Theories and views towards standardisation and adaptation are carefully discussed related to the academic theories. Views towards Brand standardization, Brand adaptation, Brand globalization and Brand customization are discussed. After that this paper explores the following: advantages and drawbacks of standardisation versus adaptation, promotional standardization (The pattern standardisation and the prototype standardisation), Standardised brand/product and standardised communications, Standardised brand or product and locally adapted communications, Locally adapted product or brand and locally adapted communications and Locally adapted product or brand and standardised communications. The report ends with analysis of applicability of Standardisation versus adaptation of Marketing Mix and branding.
(2003, 3000 words)
This essay addresses the complexities involved with two particular opposing approaches in international marketing; whether a product and its communications should be adapted or standardised for particular international markets, the benefits and drawbacks of each approach and the factors that contribute to such decisions being made. To conclude, the question of to what extent globalisation affects ones tastes and needs and thus the relationship with standardisation of products and services is considered.
(2003, 10500 words)
China, with a population of more than one billion people, is a country full of marketing potential. With so many possible consumers, it would seem like any product could reach its target audience. However, with a country so rich in history and culture, there are many factors to be considered by marketers. Some of the most important and influential elements (the monetary policy, currency system, market agreements, and environmental factors of the country) must be further examined.
(2003, 650 words)
Summary:
Definition of standardisation and adaptation, reasons for standardisation and adaptation, the reasons which influence the extend to which products should be standardised or adapted to meet local needs.
(2003, 800 words)
(2002, 3000 words)
The paper reports on Starbucks, a worldwide chain of coffee houses. SWOT and STEP analyses of Starbucks are performed; their sales and profits are described. The paper outlines the company's market entry strategies into foreign countries and markets. The ways of adapting the products and services to the national markets are discussed highlighting the company's problems and successes. Recommendations are made about the best ways of coping with the saturation of the coffee market.
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