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(2008, 3000 words)
The paper looks at the prospects of the UK company Arundel Fabs to go international examining the prospective markets for their products (prefabricated houses) in the UK, EU, Middle East, Mexico and South Africa (SA). SA house building market is selected as the best option for the company's expansion using the 12C model to screen the factors that contribute to the success of Arundel Fabs' products marketing.
(2006, 3000 words)
The paper looks at the global marketplace of the 21st century reviewing academic literature on the cultural challenges of international market operations addressing the issues of language, aesthetics, education, religion, etc. Marketing mix analysis is described from the perspective of adaptation to foreign marketing campaigns.
(2006, 3500 words)
The paper reports on Kentucky Fried Chicken (KFC) reviewing their background, describing the products, and evaluating the plan of the company's expansion to Belgium. Analysis is conducted of the Belgian target market, culture, food habits, competitors, etc. KFC's market entry strategy is discussed.
(2006, 3000 words)
The paper reports on the prospects of the UK beer market expansion to China, India and New Zealand. An overview of the beer industry in each country is given; the opportunities for internalization are discussed offering marketing recommendations for UK beer companies.
(2006, 2000 words)
The paper examines the marketing aspects of the ‘The Beijing 2008 Olympic Games’ brand discussing the objectives and strategies of the Beijing Organizing Committee for the Olympic Games (BOCOG), reviewing academic literature on the theories of brand and service quality, and discussing the issues of sponsorship, hospitality, etc. Problems that can be faced by BOCOG are highlighted.
(2006, 2500 words)
The paper reports on the expansion of the UK fruit drinks company Innocent to Hong Kong conducting PEST analysis of the Hong Kong marketing environment, discussing Innocent’s market entry strategy with relation to the Starbucks’ previous entry into Hong Kong, and providing an overview of the competition in Hong Kong’s fruit juice industry.
(2005, 7 slides + 1500 words comments,)
This document consists of two parts – first is Power Point presentation about specialties of marketing in Russia, whereas the second is Word format slide comments, i.e. the actual speech to be given during the course of the presentation. The presentation briefly addresses some key fact about Russia and Moscow as well as defines the marketing itself. Furthermore, it runs into a number of smaller details, which are making marketing in Russia different from European or any other Western marketing. The presentation highlights such factors as culture, tastes, wants, preferences, needs, historical and political backgrounds, facts and figures.
(2005, 2500 words)
The paper reports on the international marketing practices of Colgate-Palmolive in Mexico, Poland, etc. The marketing of Over The Counter (OTC) drugs in Europe is analysed discussing the benefits and risks of Colgate-Palmolive’s OTC products’ expansion.
(2006, 9 000 words)
The dissertation investigates the issues of international product marketing. Literature is reviewed on the issues of globalisation, international marketing, market entry strategies, etc. A marketing plan for selling a UK deodorizing product to Pakistan is presented including product description, market segmentation, sales forecast, pricing strategy, promotion strategy, etc. An overview of the Asian retail industry is offered; the reasons for going global are outlined.
(2006, 792 words)
The paper examines the tendency of increasing interrelation between goods and service markets providing definitions of ËproductÌ and ËserviceÌ, and highlighting the impact of internationalisation on erasing the distinctions between services and goods.
(2006, 3000 words)
The paper examines the demand for standardisation in international markets offering a review of theoretical approaches towards standardisation vs. adaptation to local markets. Advantages and disadvantages of standardisation as a ‘global strategy’ are outlined highlighting the factors that prevent standardisation from being a success.
(2005, 3000 words)
The paper examines the challenges of international marketing conducting a case study of marketing an energy drink Lucozade produced by GlaxoSmithKline group. The background of the company and the Lucozade brand is described; the effectiveness of its marketing during an international sport event is evaluated highlighting the advantages and disadvantages of the brand’s sponsorship by K-1 World Grand Prix.
(2006, 3000 words)
The paper reports on the international position of Durex (part of SSL International plc) focusing on its expansion to China, one of the world’s most risky countries for HIV/AIDs. Market targeting, segmentation and entry strategies are described; environmental analysis of the Chinese condom market is conducted using SWOT and marketing mix models.
(2005, 9000 words)
The paper examines the changing strategies of branding and packaging in the Turkish shampoo market discussing the causes of brand switching and reviewing literature on the theory of brand, international marketing, the importance of design, success factors of the brand image, packaging, labeling, environmental concerns, globalization impacts, etc. The balance between standardization and adaptation strategies is reviewed; the issues of Otaci shampoo marketing are analysed.
(2005, 4000 words)
The paper reports on the performance of the Disneyland theme park in Hong Kong (HK) providing an overview of the Walt Disney Company, accounting for the reason behind their expansion to HK and describing the HK and Chinese market, workplace culture, economy, climate, political and legal environment, etc. Marketing mix (5P) analysis of the park is conducted. Conclusions are made about the critical success factors for Disneyland HK.
(2005, 2100 words)
This essay critically assesses the competitive threat posed to Lipton in its marketing environment by the global beverage industry. First it looks at the global beverage industry structure as it is a key determinant of competitive behaviour, using a competition map and Porter’s 5 forces. Then is a systematic comparative assessment of the extent of the threat posed by each competitor using an adaptation of various academic models and a specific insight into Coca-Cola’s threatening position. This is followed by a SWOT analysis of Lipton’s position in the competitive global soft drink market.
(2005, 3000 words)
The paper reports on the Chinese company Haier reviewing the challenges and opportunities of emerging markets, the implications of global marketing including cultural issues, analysing domestic appliances industry (using Porter’s five forces model), etc. Haier’s global entry strategy is described highlighting the stages of expansion and the mode of penetration into the US market.
(2006, 3000 words)
The paper looks at the factors that must be taken into account when operating in foreign markets. The Japanese market is described along the lines of the external environment (PEST model). Economists opinions on the Japanese style of marketing are reviewed.
(2006, 5000 words)
This paper considers the issue of ethics in the context of international marketing. Presents contextualising ethical issues in marketing. Discusses utilitarian views and ethical relativism. Main emphasis is given to the analysis of the ethical approach in international marketing activities, with the reference to multinational companies.
(2006, 2500 words)
The paper reports on Asia Pacific markets including China and Japan explaining their attractiveness for western investors and pointing out the importance of cross-cultural awareness in selling products there. A review of factors that must be taken into consideration is provided including customer behaviour, quality and price correlation, commitment, etc. Chinese and Japanese markets are compared.
(2005, 2000 words)
The paper seeks to help Athemedis Estate, a Greek wine company, to select European markets for entry analyzing these markets on the basis of financial, social and other criteria. Market entry modes are discussed and evaluated; marketing mix analysis is conducted; the countries for wine export are recommended.
(2005, 1000 words)
The paper reports on South African Brewery (SAB) providing the analysis of the beer market and reviewing the companys new global strategy in product and market development.
(2005, 20500 words)
The dissertation investigates the prospects of the UK market entry for Chinese car manufactures reporting on the Chinese domestic brands development, potential key Chinese car exporters and environmental factors that may influence Chinese cars exporting to the UK. The study provides a review of literature on the global and British car industry and the theories of international marketing. The methodology includes descriptive research, secondary data processing, and collection and analysis of primary data (survey questionnaire) using quantitative and qualitative approaches. The study offers recommendations for Chinese car manufacturers about their market entry strategies.
(2005, 2800 words)
This paper discusses the underlying theory behind trade liberalisation and the controversial viewpoints. It was indicated by the research that trade liberalisation posed more positive stances than negative ones, and the paper concludes saying that trade liberalisation benefits the consumers.
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