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(2007, 1250 words)
This paper examines the difficulties inherent the international expansion of brands and marketing programs in countries with differing cultures. It refers initially to Geers Hofstede's work in cultural dimensions, examining the business environment, and then focuses particularly on specific issues which affect marketing and business interaction such as language, gesture, communication styles and symbolism.
(2007, 2750 words)
This paper examined how the UK fashion retailer, Jack Wills, could launch its brand into the US market and the implications of doing so. To achieve this, the paper discusses the company's brand and target market in the UK, contrasting this against consumers in the US fashion retail sector. At the same time, the paper sets out the different market entry modes that the company could adopt, together with the marketing strategy and marketing mix that it should employ if it is to be successful in the US market.
(2007, 500 words)
The essay briefly introduces a phenomenon of "country-of-origin image effect" and it's consequences for international marketing, including examples where a foreign reputation can help or hinder marketing campaigns.
(2007, 500 words)
This short essay briefly defines parallel importation (also known as grey markets) and suggests various pricing strategies that can be employed in order to deal with its adverse effects.
(2007, 500 words)
The essay briefly outlines the main challenges of establishing and maintaining international distribution channels and discusses existing strategies of overcoming blocked channels, giving some examples.
(2007, 500 words)
This short essay briefly outlines the definition and characteristics of International Product Life Cycle (IPLC) and looks at how it can be used in order to benefit decision-making process in international marketing.
(2007, 500 words)
This short essay briefly outlines Hofstede's four cultural dimensions and highlights it relevance in the international marketing and development of advertising campaigns across the world.
(2007, 2800 words)
This paper examined the international marketing strategy of an olive oil company based in Spain. The company already operated in 12 markets across the globe but wanted to expand into the UK. The paper examined this scenario in terms of the company's international marketing strategy, its market segmentation, targeting, positioning, and market entry choices. From this analysis, recommendations were made in terms of the company's market entry mode and international marketing mix.
(2006, 2500 words)
The paper reports on Colgate-Palmolive Company reviewing their history, looking at the issues of international marketing, and discussing their potential entry to Mexico and Poland. Colgate-Palmolive's expansion to the market of over-the-counter (OTC) drugs is discussed.
(2006, 805 words)
The paper examines the online marketing of mountain bicycles discussing the issues of the international trade, and analyzing the practices of four mountain bike manufacturers.
(2006, 2500 words)
The paper reports on the performance of the UK theme park Alton Towers in Turkey and Egypt conducting comparative analysis of macro-economic factors, risks, demand, market-entry techniques, the marketing strategies of the company, etc.
(2006, 3600 words)
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.
(2006, 2500 words)
The paper examines the effects of economic globalisation on the trading environment discussing the methods of international marketing, the issues of FDI, the trend towards mergers, take-overs and acquisitions, joint ventures, franchising, etc. The impact of the European Union (EU) and WTO on the global trading environment is discussed.
(2006, 18 000 words)
There has been wide scale investigation into the growing economy of China and its impacts on global businesses. China has been seen as a source of competitive advantage due to its cheap labour and abundant resources by foreign companies. The current research has therefore been undertaken to understand the issues faced by the foreign invested firms in their marketing strategy and implementation in China. The case study approach has been undertaken and Apple Computer's iPod, which is world's largest selling portable digital music player, has been selected. The aim of the research is to assist the Chinese and American managers within the Sino-foreign Joint Ventures or Chinese subsidiaries of foreign companies to grasp a better understanding of the characteristics of China's market as well as how to enter China's market, and thus to offer a meaningful basis for wise decision-making through systematically studying both the macro-background and the specific organizational characteristics of these Sino-foreign Joint Ventures or the subsidiaries of foreign companies located in China mainland.
(2006, 4000 words)
The paper examines the development of the international trade addressing the issues of the polarisation and inequality of wealth, the problem of poverty in developed and developing countries, exploitation of the labour force (e.g. sweatshops), competition for cheaper imports, implications of FDI, etc.
(2006, 2500 words)
The paper examines the implications of hosting the 2008 Olympics games for Beijing providing an overview of the city's history, the Beijing Olympics' product concepts, academic views on brand theory, marketing strategies for Beijing Olympics' brand, etc. The role of services quality is highlighted.
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