...International marketing is the application of marketing principles in more than one country, by companies overseas or across national borders. International marketing is based on an extension of a company’s local marketing strategy, with special attention paid to marketing identification, targeting, and decisions internationally.Rapid technological advances mean that geographical and cultural communication barriers are disappearing, and even smaller businesses without a physical presence in other countries can market and sell their products internationally (See also Diversity Marketing). This means that almost anyone with the desire can market internationally, but will do so with varying levels of success, depending on the thought and research that is put into the international marketing strategy.International marketing campaigns are generally led by a marketing manager with the knowledge and training necessary to manage and effectively direct a comprehensive global campaign. Typically, marketing managers oversee all activities within a company’s marketing, advertising, and promotional department, locally and abroad. They establish brand guidelines and growth strategies, evaluate customer needs in foreign markets, and tweak marketing plans dependent on culture. This position is a key component in ensuring the success of an international marketing campaign.International marketing is the export, franchising, joint venture or full direct entry of an organization's product or services...
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...affected the company today? A&F made the company’s foundation stronger from the beginning. They always focus the high class good looking customers and used the unique marketing techniques. They sell their product exclusively to their customers whom they want to sell. Due to the strong foundation of the company, A&F become one of the best international brands. Which marketing technique does A&F use? A&F always uses in store marketing techniques. They did not use third party advertisement. They always promote their brand through their employees. So, they hire good looking people in their stores because good looking people attract other good looking cool people. Company’s stores also attract high volume of people because they provide high class experience to their customers. How does it differ from its competitors? A&F uses the different marketing techniques from their competitors. A&F did not publically market publically their products. Walking into the A&F and its subsidiaries stores was an excellent experience. Company is mainly focus on younger generation and expending their business into direct to consumer operations, which always makes separate their business from competitors. Would you say it is successful? Yes, I would like to say that these marketing techniques of A&F are successful because due to the marketing polices, company become successful to make their brand image and reputation in high society as they want. Why A&F decided to close stores domestically? A&F decided...
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...In order for a company to gain international success, they must successfully market their product internationally. A company that expands internationally without a strong marketing plan will more than likely fail. Each company must have marketing strategy prior to expanding their business internationally. A functional marketing strategy will assist marketing managers to acquire information on the marketing mix, which includes; product attributes, distribution strategy, communication strategy and pricing strategy. Each country comes with it’s own marketing challenges and obstacles. What works well in one country, might be a failure in another country if the same marketing mix is used without consideration to the market segmentation. An important aspect of a marketing strategy requires a marketing segmentation, a company must be able to differentiate their products to represent the culture of the host country. Fast food restaurants must carefully consider all aspects of the targeted market in order to be successful. McDonalds is a well-known fast food restaurant all over the world and they are very successful due to their market strategy and how well they adapt to the segmentation of each country they operate in. “McDonald’s products are standard in all franchises. However, the company adjusts to culinary differences in various cultures .” In the case of India, McDonalds offers vegetarian burgers to practicing Buddhists who are not permitted to consuming beef products because...
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...McDonalds Tina Geer Marketing Management MKTG305-1303B-01 Jocelyn Dervis September 29, 2013 Abstract This paper is about fortune 500 company McDonalds. First it goes over their main line of business. Next it goes over when the company became international, summing it up to 118 internationally countries now today. Then it goes over house McDonalds Implements the 4p’s of the marketing mix. Finally it gives some differences between some of the international countries. There is a long list of fortune 500 international company in the service industry but one that stands out from them all is one that has been in business since 1940, McDonalds. McDonalds is a the worlds largest worldwide fast food chain restaurant. They operate their business to high standards of honesty and integrity. (McDonalds, 2013) There motto is quality, service, cleanliness and value. McDonalds main target segments are children, youth and young urban families. (McDonalds, 2013) They have many goals, some are: supply the world with quality service, quality food, at a quality price. (McDonalds, 2013) Another is help make the world a better place by using eco-friendly containers and support to the Ronald McDonald house charities. (Ronald McDonald House Charities, 2013) Ronald McDonald house charities is there to create, find, and support programs that will directly improve the health and well being of children. (Ronald McDonald House Charities, 2013) The charity believes that children heal...
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...An adaptation marketing strategy suffers from several downfalls that are in fact, strengths of a standardization strategy. Likewise, standardizing a firm’s marketing strategy can limit the company in a variety of ways that prove to be benefits of an adaptation marketing strategy. This essay will explore the advantages and disadvantages of the two international marketing strategies, with integrated examples of each strategy provided. To conclude this argument, the concept of combining both standardization and adaptation strategies when operating internationally will be discussed. Standardization Advantages The standardization strategy denotes that corporations offer a uniform marketing program and/or process, (being the product, promotion, place and price) on a national, regional, or worldwide basis (Chung, 2003). Essentially, the firm uses the same advertising, product design, product packaging and the same price that is used in the home market. Companies that follow a standardization strategy are the likes of Apple and Coca-Cola, where an iPod is the same anywhere in the world, as is a can or bottle of Coke. As noted by Levitt (1983) corporations using a standardized marketing strategy benefit from enormous economies of scale in production, distribution, marketing, and management. As a result of this, such firms can destroy competitors that have not yet “geared up” to this new commercial reality, thus allowing the firm to achieve long-term success with minimal threat of competition...
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...Mayo Clinic Case Study International Marketing March 18, 2014 The Mayo Clinic Memo To: Marketing staff From: Ethan Robinson cc: All Mayo Clinic representatives Date: March 18, 2014 Re: New Marketing Research Strategy New Marketing Strategy Attention Staff: The information contained within this memo will immediately go into effect. It is the responsibility of all staff to represent the Mayo Clinic brand in a uniform and responsible way so that patients and all who enter the clinic have a very positive experience. Word of mouth marketing has been our strongest ally and serves as a very powerful tool. In order to create a cohesive marketing research design strategy this memorandum will outline specific key tactics that must be employed. The Mayo Clinic’s CEO and board have decided to increase sales revenues to 100 percent over the next five years and that means we have much work globally to do in order to make that a reality. There will be many facets of the marketing mix that will need to be addressed in order to achieve this goal. The purpose of this marketing research is to gather information about the brand recognition, reputation, and appeal of the Mayo Clinic globally. As a brand we must exude qualities that will appeal to people internationally. There are several fundamental facts that describe why someone should chose the Mayo Clinic. The Mayo Clinic offers over 100 years of medical tertiary and quaternary care from civilians to world...
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...Introduction Under Armour started in 1996 when Kevin Plank had an idea that there was a better way then having to change a sweat soaked t-shirt and developed an idea. He started in his grandma’s basement producing a new synthetic under shirt for people to wear and keep them comfortable during a game or workout. (4) The company has grown every year, usually double digits, since its establishment. The following will review the SWOT and Value Chain analyses. SWOT Analysis Under Armour strengths are having a variety of products including performance apparel, athletic shoes, licensing, and accessories. The company has grown to a recognized brand in the United States with the help of the different sports endorsements. They have become the athletic wear of the NFL, NHL, MLB, and US ski team with undershirts, footwear, and accessories after just four years of establishment. The development team at Under Armour is very efficient and qualified at meeting the additional needs of the consumers when needed. The sales and net income from the performance apparel has increased every year since 2006. Performance apparel is the highest quantity of retail sales in the company, making up about 80 percent of Under Armour sales. Under Armour has weaknesses within the company and method of expanding. The company has yet to establish itself around the world. Over 90% of its 2013 revenues came from North America. (1) The competition is bigger and more established then Under Armour. Sales and...
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...Kaplan University Graduate School of Business and Management GB530 Marketing Management: Brand Extension Marketing Plan Brand Extension Marketing Plan A MARKETING PLAN IS THE FOUNDATION FOR ALL MARKETING EFFORTS The new product I plan on implementing is a non-touch toilet flush. The flush will be controlled by the sound of a clap, with a double clap indicating for a full flush, while a single clap would indicate a half flush. It is a simple idea that will be called a simple name “CLAP2FLUSH”. This will be an additional option along with the traditional style of flushing currently in markets with goal of eliminating the traditional style. The intent is to save consumers the amount of water used each time they flush the toilet. A typical household of four uses 260 gallons of water each day. Much of this water is used in the bathroom. Toilets use 40% of the total, showers/baths and faucets use 35%. By contrast, 15% is used in the kitchen, and 10% for washing clothes. If we give people the option of using less water to flush instead of 5 gallon of water every time you touch the flush, I believe this product would be a great product that will generate revenue. The name for the for- Profit Organization will be called MAYAT’D. I will use many of the facts already provided on toilet use and the amount of water used in the household like some of the one’s I just mentioned , along with getting with potential amount of saving consumers can save with the...
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...to understand how to choose the market, to learn the economic ,legal and cultural aspects of international marketing environment, to understand the risks involved in doing international business, pricing, financial terms, and payment methods used in international markets, also to learn how to gather information about the market and understand the differences between domestic and international channels and finally to understand the factors that influence the choice of distribution channels in overseas market. . Globalization has opened up markets and provided untapped opportunities to companies across the world. With increasing competition, changing customer needs and stagnation of demand in domestic markets, many companies have started looking at international opportunities. However, why go international? Why do we need to choose the market? And why does need to understand about all these? Exporting and international business can be interesting, exciting and in some cases challenging. In all cases it should be profitable and help a business grow. Doing business internationally is not the same as doing business at home. There are new skills to learn and new knowledge to acquire about the country you will be going into. We will need to learn about the different laws and regulations, the different customer buying habits, and change our marketing strategies and materials to appeal to the new country we are entering. It is important to remember that the...
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...Memorandum To: Kevin Plank CC: From: Tanya Date: June 18, 2012 Re: Analysis of Under Armour’s Business Locally and Globally After a thorough analysis of your company, I recommend that you continue the footwear line in the United States and expanding internationally with the performance apparel. I feel that this modification will help the company take advantage in different markets overseas while still expanding in the United States. In this memo, I will first outline what I consider to be your company’s implemented business model plan, and after the SWOT analysis of the company, I will make recommendations for the revisions of Under Amour’s. Business model for Under Armour Mission of Under Armour. Under Armour business model revolves around the design, production, marketing, and distribution of high-tech athletic performance apparel to men, women and youth. The company’s main focus is the production of apparel for football, even though it has made vast advances in other sports such as, baseball and lacrosse. I believe the company should continue focusing on updating the production of apparel for the sports already dominated in while targeting other sports such as, Olympic sports, soccer, and basketball. Under Armour’s business model is one of a kind in that the company builds its sales efforts in constituting a base, wherein products are pushed out to sports professionals with the purpose that the style is seeped into majority of consumers. Business model for operations....
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...Product Launch Plan Wind-based energy is becoming the most popular and fastest growing form of alternative energy in today’s market. Compact Energy, Inc. (CE) is a newly formed organization with the goal of providing affordable energy solutions to all areas of the world. Currently, CE operates domestically in Eritrea and internationally in Argentina. In this paper, the team creates a product launch of CE’s compact windmill for both the domestic and international market. The team discusses the product, target market, market needs, market potential and growth, competition, marketing objectives and strategy, pricing, marketing communication, distribution strategy, and marketing research. Additionally, the team has completed a SWOT analysis of both the domestic and international market and a quarterly budget indicating the product launch expenses for a period of three years. Compact Energy, Inc. Compact Energy, Inc. is the innovation and creation of Team B, a diligently formed group of business professionals all preparing to improve the quality and availability of alternative energy throughout the world. Headquartered in Eritrea, a small country in Northeast Africa, CE established its most recent location in Argentina. Contributing to its rapid expansion, CE created a business alliance with Strabag International, an environmentally friendly construction organization with unprecedented experience in alternative energy construction and installation (Strabag, 2012). ...
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...This report it will be explaining the business strategies used by a business operating internationally. It will refer back to the previous criteria where I described the business strategies used by a business operating internationally; the business I have chose to use Avon. I will be explaining the business strategies used by Avon who are operating internationally. With all the information I provided in criteria pass five, I will further explain why these strategies are used by Avon. The first strategy this report is going to explain is ‘Advertising in Local Businesses’. This strategy is important because it’s what Avon is all about, because their sales persons or Avon Representatives as they’re known basically run their own business they way hey go about selling products, they go door to door selling Avon’s products that people have liked the fancy of when going through the catalogue that would have been posted through the other week, everyone has their local ‘Avon Lady’. The Avon representatives also work on commission so they make their money through selling products, the more they sell the more they earn, this would be an incentive to try and sell more products around the local area. The second strategy this report is going to explain is ‘Internet Marketing’. This is another main aspect Avon use and which is also cost effective sales strategy which is then adopted by the representatives. This is where Avon representatives can write articles on their products, advertising...
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...packed-snacks. Their financial data had shown an increasing sales and profit year after year since 1998. However, they are faced with a challenge of maintaining their competitive advantage and market position through a sustainable 10% annual growth rate for the next five years. Achieving this target would require the considerations and a careful study of the major threat or problems that the business is, and is going to face. Competition is on the top list, distribution of the product both locally and internationally through export-consolidators considering the quality standard, the increasing worldwide trend towards health consciousness which negates the consumption of processed snack foods and the stricter health and sanitary requirements on the import goods of the export markets are the major threat that must be resolved or given action. The analyst had come up with the recommended plan of action that could counter strike the above mentioned threats or problems. A strong campaign for marketing strategies to promote the product and gain the competitive advantage, a nationwide distribution of the product must be targeted, a continuous innovation of the product focusing on its quality and standards that could surpass the export requirements and of course considering to go with the direct exporting which will require additional cost and risk but would guarantee a sure return and the health and sanitary requirements that must be devotedly met and complied. With this plan of actions and...
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...but implement these skills in growing internationally and including organic products in its merchandise. Analysis Walmart succeeded in the US by selling branded products at a lower cost that other options available to customers. Walmart’s centralized purchasing system allowed it to have better economies of scale than its competition. It is also never too dependent on a single vendor so it maintained its bargaining power. Its logistics set up was also much more efficient with about 80% of all merchandise going through its own distribution system .Also its electronic hook ups to its vendors allowed both Walmart and the vendors to reduce inventory costs and transfer the savings to its customers. Walmart also grew initially by building stores in small rural towns and saturating the market. These locations resulted in lower operating expenses but the towns were not big enough for another store, this effectively created a barrier for competitors to enter these saturated markets. Walmart’s financial performance favors comparably compared to its competitors and by 1993 had achieved an ROE of 33% annually since inception. In the same time Walmart had achieved 25% y.o.y sales growth as well. Walmart had a market cap of 57 billion dollars. The company hoped to continue this growth with internal forecasts predicting sales of $84 billion in 1994. International markets In order to maintain its rate of growth Walmart has to expand internationally as it has already saturated the domestic...
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...com/blog/bright-light-innovations-the-starlight-stove/ Bright Light Innovations: The Starlight Stove Bright Light Innovations is a business that is dealing with a unique product. The Starlight Stove is the new product being introduced in the market. SWOT analysis identifies the objectives and the factors that might or might not favor the firm in achieving its set objectives. Strengths Analysis The company has a stable management team with its members being university students. Diverse sources of knowledge and ideas are readily present. This puts the management at a good position of making concrete sound mind decisions. * Location – The Company is situated in a highly populated area where market size is significantly large. Moreover, internationally there are higher demands of energy saving stoves for lighting and heating. * Uniqueness of the product - Starlight Stove is a new product in the market. No particular company has ever produced and marketed a product similar to Starlight Stoves. * Price - Starlight Stoves is sold at affordable prices. The company also has microfinance strategy that will offer loan services to the families, hence, increasing potential buyers. Additionally, Starlight Stoves are costing less compared to competitive products like solar panels. * User friendly - Starlight Stoves are friendly to both the users and environment. Traditional stoves consume bulk amount of biomass fuel as compared to Starlight Stoves causing more deforestation, and consequently...
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