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International Marketing Plan

In: Business and Management

Submitted By silvermoon
Words 5223
Pages 21
18/05/2009

TropExo | Ifruitrop International Marketing plan. Focus on TropExo [New Branch in UK] the document title] | Name : Veronica Maria Bento.Student Number : 047069350.Module : International Marketing.Course : International Business Management.Word count : 4400. |

Table of Contents

1. Introduction. 3 2. Market Choice. 4 3. Objectives. 5 4. Environment. 6 5. SWOT Analysis. 9 6. Consumer target: Segmentation and positioning. 10 7. The market and competitors. 10 8. Market Entry Strategy. 11 9. The product. 14 10. The Price. 16 11. Channel of distribution. 17 12. Promotion. 17 13. Implementation / Future 18 14. References: 19 Additional reading: 20 15. Appendix. 21

Introduction.
For the last several decades, Ifruitrop, based in Ivory Coast, has been a producer and exporter of tropical fruits. Using the effect of globalisation of taste and evolution of technologies, it exported its products in European and Middle Eastern markets. Until now it used an indirect channel of export, e.g. a middle man in foreign countries. However, it recently decided to internationalise through new channels.
The stimulus to change the company’s strategy came from its CEO, who has found new opportunities in the European market. In addition, the home market is saturated and the company is reaching excess capacity, which cannot be sold through usual export channels nor on the home market. To assess whether or not they should “stay at home”, Solberg’s (1997) arguments are judged and applied to the company. (Figure 1)

Figure 1: The nine strategic windows. Source : Hollensen, S. (2007) Global marketing. 4th ed. England: Pearson Education Limited.p6
According to Solberg’s (1997) explanation of “industry globalism”, it has been agreed that the industry in which Ifruitrop competes is potentially global. It is more difficult to...

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