International Marketing
Freddy Sahinguvu

IBC fall semester

3 oktober 2014

Students:
Annika Heus
Sejin Park
Lieke van Nunen
Amelie Schuster
Irene Stratermans

International Marketing
Freddy Sahinguvu

IBC fall semester

3 oktober 2014

Students:
Annika Heus
Sejin Park
Lieke van Nunen
Amelie Schuster
Irene Stratermans

Marketing plan “La Trappe”
Marketing plan “La Trappe”

Table of content Chapter 1 Executive summary 4 Chapter 2 Introduction 6 Chapter 3 Organization information 7 Chapter 4 Country for export 8
4.1 Introduction 8
4.2 Numbers of China 8
4.3 Consumer trends 8
4.4 Target population 9
4.5 Different kinds of beers 10
4.6 Conclusion 11 Chapter 5 Internal analyses, 7-S model 12
5.1 Introduction 12
5.2 Structure 12
5.3 Systems 14
5.4 Strategy 14
5.5 Staff 15
5.6 Style 15
5.7 Shared values 15
5.8 Skills 16
5.9 Conclusion 16 Chapter 6 External analyses 17
6.1 Introduction 17
6.2 DESTEP analysis 17
6.3 Demographic 18
6.4 Economic 18
6.5 Social 19
6.6 Technological 19
6.7 Ecological 20
6.8 Political 20
6.9 Conclusion 21 Chapter 7 International competitiveness analysis 22
7.1 Introduction 22
7.2 Porter’s five forces 22
7.3 Conclusion 26
7.4 Dimensions of Porter 27
7.5 Conclusion 29 Chapter 8 SWOT and Confrontation matrix 30
8.1 Introduction 30
8.2 SWOT analysis 30
8.3 Strengths 31
8.4 Weaknesses 32
8.5 Opportunities 33
8.6 Threats 34
8.7 Conclusion 35
8.8 Confrontation matrix 36
8.9 Conclusion 38 Chapter 9 International segmentation market 39
9.1 Introduction 39
9.2 Development of segmentation 39
9.3 Conclusion 41 Chapter 10 Entry and export mode 42
10.1 Introduction 42
10.2 Entry mode 42
10.3 Export mode 43
10.4 Conclusion 43 Chapter 11 Marketing mix 44
11.1 Introduction 44
11.2 Product 44
11.3 Price 45
11.4 Promotion 45
11.5 Place 46