University of Ulster

MSc International Business

International Marketing Assignment One

Student No: B00630158

Word Count: 3020 Words

Date of Hand in: 08/02/13
Content Page
Section No Page No
1. Introduction 4
2. Product Information 4
3. Current Situation Analysis 6 3.1 Market Summary 6 3.2 SWOT Analysis 7 3.2.1 Strengths 8 3.2.2 Weaknesses 8 3.2.3 Opportunities 8 3.2.4 Threats 8 3.3 Competition 8
4. Market Entry 9
5. Marketing Strategy 10 5.1 Mission 11 5.2 Marketing Objectives 12 5.2.1 Segmentation 12 5.2.2 Targeting 12 5.2.3 Positioning 12

5.3 Communications Plan 13 5.4 Pricing Plan 14
6. Summary 14
7. References 15

1. Introduction
This report will give information about the marketing plan of exporting Turkish coffee to the UK. The main information will be some background information about the coffee and the rest will be outlining and justifying the market and customer information, market entry methods, competitors and distribution channels. At the same time, the following plan formulates a new business strategy that will lead the way for future success. The most important part of a business plan is the Marketing Plan. To keep business on course this plan must be geared toward the business’s mission its product and service lines, its markets, its financial situation and marketing/sales tactics.
Marketing a local coffee requires that the product itself be marketable and worthy of word-of-mouth.

2. Product Information
Turkish coffee is a very flavourful, often strong, sweet and