...Study Abroad London International Marketing SMG MK 467 (Elective B) Spring 2013 Instructor Information A. Name Jill Nurse Course Objectives This module aims to develop a critical understanding of the process, aims and challenges of marketing in an international environment. It will teach how international marketing differs from traditional, domestic marketing while emphasising that the two disciplines are underpinned by the same principles. During the semester you will learn how key environmental forces in international markets provide both constraints and opportunities to companies operating overseas. The module will also demonstrate the influence of international competition, market segmentation and strategy decisions specific to international marketing. Specifically the course aims to: • • • • • • Provide an understanding of the practice, strategies and goals of international marketing Demonstrate how international markets are different from domestic markets and provide an analysis of how international marketing environments can be understood and negotiated Analyse the impact of cultural, social, political and economic factors on marketing strategies Determine when to use different product-market entry and penetration strategies Discuss how and when the integrated marketing mix should be utilised in various international markets Provide an overview and discussion of academic marketing literature on the subject which will be applied to specific international case studies Course...
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...CORONA BEER: CHALLENGES OF INTERNATIONAL EXPANSION Corona Beer, produced in Mexico by Grupo Modelo since 1922, entered the United States beer market in 1979, and by 2007, was the number one imported beer in the United States (with 1.9% market share of the global beer industry) having recently taken that position from Heineken, a rival (with 1.6% market share of the global beer industry). Corona used a broad differentiation strategy with a “fun in the sun” marketing image. It also achieved strategic success by using a distinctive glass bottle and providing a light-tasting beer that attracted a broader market. Problem identification: The global beer industry was experiencing increasing competition due to the new and potential mergers and acquisitions of its competitors. One example was the partnership between Heineken and FEMSA, which was formed in an attempt to dethrone Corona as best-selling imported beer in the United States. In addition, with the introduction of NAFTA, Canadian and U.S. competitors were slowly beginning to penetrate the Mexican market, while FEMSA continued to experience steady growth and increase its local market share. Analysis: Financial analysis indicated that costs were increasing for Grupo Modelo, while competitive analysis indicated that Anheuser-Busch spent $192M on U.S. marketing in 1985 compared to a mere $5.1M spent by Grupo Modelo. This emphasizes the financial weakness of Corona and Grupo Modelo, yet underscores what the brand was...
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...1) TABLE OF CONTENTS Table of Contents Page 2 Executive Summary Page 3 1 Introduction Page 4 2 Economic Environment Page 5 3 Cultural Environment Page 7 4 Political Environment Page 9 5 Conclusion Page 11 6 References Page 12 EXECUTIVE SUMMARY The following essay interrogates Nike, Inc., in the Indian market. The context of the paper lies within the framework of an environmental analysis for the groundwork of a future marketing plan. The central argument is that; (A) the economic environment offers an overall attractive outlook, (B) the cultural environment requires Nike, Inc., to change their core product portfolio while continuously learning to customize and localise to the needs of the Indian consumer, (C) The political environment does not have a substantial risk impact in both its historical and current outlook, and the government is heavily involved in reforms that promote foreign direct investment. The extent of the analysis highlights relevant international marketing issues that Nike, Inc., faces in India in the context of country attractiveness, market segmentation, market positioning, and the marketing strategy in the context of the four P’s. 1 INTRODUCTION The aim of this essay is to select a consumer product and country market and undertake an in-depth and extensive environmental analysis as groundwork for a marketing plan. The selected consumer product will be sports apparel by Nike, Inc., while...
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...Country-of-Origin: An Overvalued Phenomenon? Date: 18 September 2014 Course: Marketing Management Workgroup: 2 Amount of words: 3,487 Authors: Dirk van der Wardt - 10868496 1. Introduction ‘Made in China, something we are proud of’ This sentence is the slogan of MISTERCHI, a company that sells scooters and motors fabricated in China. Their statement is an example of what academics call country-of-origin (COO). Just like MISTERCHI, multiple companies mention COO in their communication (Magnusson, 2011). In doing so, attempting to create positive product associations and increase purchase intentions amongst customers (Bilkey & Nes, 1982). Though COO is widely used, scientists debate its effectiveness (Balabanis & Diamantopoulos, 2008). Before commencing this discussion, it is important to formulate an accurate understanding of this phenomenon. Jaffe & Nebenzahl defined COO as follows: ‘The country which a consumer associates with a certain product or brand as being its source, regardless of where the product is actually produced.’ (2006: 29). According to Herz and Diamantopoulos (2013) the association can relate to both the country of manufacturing or the geographical origin of the product. Dichter (1962) was the first to claim that the mention of COO by companies has ‘a tremendous influence on the acceptance and success of products’ (p.116). This was later proved by Schooler (1965), turning COO into a topic of interest...
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...STERN SCHOOL OF BUSINESS NEW YORK UNIVERSITY Global Marketing Management Spring 2015, UB.0064.001 Professor Eileen Fischer E-mail: efischer@stern.nyu.edu Office: KMC 7-100A; Office Hours: Monday and Wednesday 12:30 -3.00 and by appointment Telephone: 646-591-8760 Teaching Fellow: TBA COURSE OBJECTIVE The purpose of the course is to examine the issues involved in developing a global marketing strategy and the challenges of implementing the marketing mix in individual countries. The course is designed to give students an understanding of: * the strategic issues surrounding global expansion and the strategic options for entering international markets * how to assess market opportunities on both Country macro and market related factors * the global competitive landscape that includes strong local competitors * balancing global and local considerations when developing the marketing mix with a focus on the tactical challenges of adapting to specific market needs * the rapidly changing challenges and opportunities in Emerging Markets My objective is to provide you with useful frameworks, tools and ‘rules of thumb’ which we apply to cases in virtually every class. Many cases will be only one or two pages and they focus on a specific question. Our longer cases will deal with multiple issues and will require the application of frameworks and concepts...
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... Abstract The following essay will discuss the overall view of how the Revlon cosmetics company will market towards the male demographic. Traditionally, men are not the primary consumers of cosmetics, health and/or beauty products . The case demonstrates in more recent times that there are more male consumers of health and beauty products such as skin conditioners, body washes, colognes etc.. The essay will challenge the reader to utilize their critical thinking skills in regards to how Revlon will market their company to male consumers. Introduction The following essay will discuss how and utilizing what methods that Revlon will market to male consumers. Revlon is an American, cosmetics, fragrance and skin care corporation that was founded in 1932. The company is known for providing cosmetics, health, and beauty products for a variety of consumers. There are several divisions of Revlon that target different types of customers such as; Princess Marcella Bourghese is the upscale and international division, Moon Drops is the dry skin division, and Etherea is the hypo-allergenic division. Revlon is now concentrating on developing their male market. http://www.revlon.com/ There are five topics that will be discussed in the essay. The first topic that will be discussed is to develop a marketing strategy for Revlon to enter the men’s cosmetics market with a complete...
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...Table of content 1.0 Introduction……………………………………………………………………..2 2.0 Favorite brand is Air Asia……………………………………………………….3 3.1 Favorite brand and the reasons brand makes great………………………4 3.0 Bad brand is Rayani Air…………………………………………………………6 4.2 The reason why the brand are bad……………………………………….7 4.0 The major competitor of the favorite brand…………………………………..8 4.1 Malaysia Airlines (MAS) the major competitor of Air Asia………….....9 4.2 Competing brands in term of strategy marketing……………………….10 4.3 Difference between Air Asia and Malaysia Airlines (MAS)……………11 5.0 Conclusion………………………………………………………………………13 6.0 Reference………………………………………………………………………..14 1.0 Introduction The aim of this individual assignment of subjects BPMM3113 Brand Management is to make a bit of criticism in connection with the preferred brand and the brand also not favored. This task is also to evaluate the performance of a popular brand of airline Air Asia and also the favored brand of Air Rayani. For the main competition for Air Asia is Malaysia Airlines (MAS). The airline industry is a big industry, a large and rapidly growing nowadays. In those years ago, air travel has increased by 6% a year and scheduled airlines carry more than 1 billion passengers in 2008. In addition, in this study, both the company and the challenges will be discussed in more detail in this report. It will be discussed further in this study are the weaknesses, advantages...
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...Business essays you write, no matter whether it is on Finance, Management, Marketing, sustainability, E-Business, employee management or any other topic, must be good enough to get you grades as well as be an asset to your portfolio. At VivaEssays, we offer excellent business essays writing service. Backed by our team of highly professional, expert writers, we assure you of the best quality. Our writers have enough experience writing business essays for colleges and organizations. Before writing well structured, compelling and insightful business essays, it is necessary to follow certain guidelines. One of the most important aspects of writing good essays is to include relevant content and to substantiate your arguments with references. You must also use the right language, presentation and layout. The simplest way to do this is to break up business essays into stages. Before you start writing the essay, do a thorough research on the essay question. Find out what exactly does the topic question requires you to address. If you are allowed to choose your own topics, choose one that interests you. Conduct a good research on the internet and library taking care to choose authentic resources. You can take the help of interviews and surveys to get directly relevant content. Include sources such as case studies and articles from books written by noted scholars or from official journals. After making an outline plan, start writing your business essays in precise language...
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...ASB-1104 Introduction to Marketing Assignment 1 In view of the dynamic nature of the marketing environment, to what extent do you consider consumers to be, in practice, central to marketing activities? Name: ZHUOMING AN Student No: 500356688 Tutor: David James Introduction What is marketing? The answer is not changeless. There are some different definitions about marketing. The Chartered Institute of Marketing define that "Marketing is the management process responsible for identifying, anticipating and satisfying consumers' requirements profitably." (CIM). Taking a concern into this definition, it indicates that marketing begins before a product or service is developed. In additional, it also explain that marketing involves identifying an unsatisfied consumer need or want and determining if a profitable opportunity exists. Another definition is that “A social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others." (Kotler et al., 2005). The basic idea of this definition is that core to all marketing activities is customer satisfaction, which means marketing is an ongoing process as consumer demands and the environment is constantly changing. Products need to adapt as demands change. At the same time, marketing does not involve misleading, tricking or manipulation the customer. The Jobber also define the marketing is "The achievement of corporate goals through meeting...
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...MARKETING 2. Coursework 1 is an individual written assignment. The length of assignment is 1,500 words max. A penalty of 2% will be imposed on Reports exceeding the required wordings. 3. Coursework 2 is a group written assignment and students are required to work in groups of 4 to 5 persons. The length of assignment is 2,500 words max. A penalty of 2% will be imposed on Reports exceeding the required wordings. 4. For coursework 1 and 2, written assignment should be in following formats: a. Use Times New Roman of font size 12, line spacing of 1.5 and the normal page margin on A4 paper. b. Page numbering shall be placed at center bottom of page. c. All pages must be paginated consecutively using Arabic numerals (e.g., 1, 2, 3, etc) including appendices and printed at the bottom centre of the page. d. Length of assignment should exclude Pictures, Figures, Tables, Appendices and others. e. Appendices: copies of articles must be attached to the report. f. PowerPoint slides must be printed in color and attached under the section of Appendix with 6-slide in a page. g. Use Harvard referencing system and citation. h. The coursework assignment shall be securely bound and submitted together with a soft copy. i. Coursework cover should be arranged in the following manner: a. Cover page (course code and title, full name of student and index number, group number, coursework...
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...Aishani Rungta Mrs. Subhamitra Adhikari Academic Writing (b) July 23, 2013. Main Essay: 1111 words. CULTURAL SENSITIVITY Essay Plan: (Cultural Sensitivity in Business) First paragraph- Introduction Second paragraph: What is cultural sensitivity, different types of Cultural Sensitivity. Third paragraph: Cultural Sensitivity in Communication, business, tourism, etc. Fourth paragraph: (CONCLUSION)- importance of cultural sensitivity, Negative impacts of Cultural Sensitivity, Consequences of lack of cultural sensitivity in day to day life, Inter-relation of Cultural sensitivity in various aspects. THESIS STATEMENT: How has the aspect of cultural sensitivity affected various marketing strategies in business? MY POINT OF VIEW: Cultural Sensitivity broadly means being aware of and open to other diverse cultures. It makes a person more compatible to other countries traditions and culture and their way of thinking. Hence, according to me, culturally sensitive people are more open to the changes around them and can adjust easily with their surroundings. This article mainly focuses on the importance of cultural sensitivity in the marketing sector of the business. Most businesses operate on an international scale, which requires large scale interaction with people from all over the world. Hence, it is extremely important to be culturally sensitive towards the different behaviors...
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...MGT308 International Marketing Plan Table of Content Executive Summary 1.0 Introduction 2.0 Background of Company/Product 3.0 SWOT Analysis 4.0 Market Segmentation Analysis 5.1 Demographic 5.2 Geographic 5.3 Psychographic 5.4 Behavioural 5.0 Entry Strategies 6.0 Marketing Mix Strategies 7.5 Product 7.6 Price 7.7 Promotion 7.8 Distribution 7.0 Timeline (Gantt Chart) 8.0 Monitoring and Control 9.0 Conclusion 10.0 References 11.0 Appendixes The Marketing Plan Introduction This is the international marketing plan for Victoria Bitter, which will be launched in UK in January 2017. Victoria beer is an Australian based beer. VB, owned by the Carlton & United Breweries group, is one of the most iconic beer companies in Australia with the history dating back to 1824. As UK is one of the heaviest alcohol consuming countries, the company will be expanding to the regions of Wales, England and Northern Ireland. Fosters, which is owned by Carlton and United Breweries, is already performing well according to the recent statistics. So, it would be a good move for the group to push Victoria Bitter in the UK market. The product would be very nicely package and marketed to attract consumers. The beer itself would be prepared from fresh products and focuses the alcohol base would be used as its purest form and may involve as a volume of 5.5 percent concentrate in each unit making it a decent...
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...Prepared by; TABLE OF CONTENTS Table of Contents Page 2 Executive Summary Page 3 1 Introduction Page 4 2 Economic Environment Page 5 3 Cultural Environment Page 7 4 Political Environment Page 9 5 Conclusion Page 11 6 References Page 12 EXECUTIVE SUMMARY The following essay interrogates Nike, Inc., in the Indian market. The context of the paper lies within the framework of an environmental analysis for the groundwork of a future marketing plan. The central argument is that; (A) the economic environment offers an overall attractive outlook, (B) the cultural environment requires Nike, Inc., to change their core product portfolio while continuously learning to customize and localise to the needs of the Indian consumer, (C) The political environment does not have a substantial risk impact in both its historical and current outlook, and the government is heavily involved in reforms that promote foreign direct investment. The extent of the analysis highlights relevant international marketing issues that Nike, Inc., faces in India in the context of country attractiveness, market segmentation, market positioning, and the marketing strategy in the context of the four P’s. 1 INTRODUCTION The aim of this essay is to select a consumer product and country market and undertake an in-depth and extensive environmental analysis as groundwork for a marketing plan. The selected consumer product will be sports apparel by Nike, Inc., while the selected...
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...SAGE India website gets a makeover! Global Products Enhanced Succinct Intuitive THE Improved Interactive Smart Layout User-friendly Easy Eye-catching LEADING WORld’s LEADING Independent Professional Stay tuned in to upcoming Events and Conferences Search Navigation Feature-rich Get to know our Authors and Editors Why Publish with SAGE ? World’s LEADING Publisher and home and editors Societies authors Professional Academic LEADING Publisher Natural World’s Societies THE and LEADING Publisher Natural authors Societies Independent home editors THE Professional Natural Societies Independent authors Societies and Societies editors THE LEADING home editors Natural editors Professional Independent Academic and authors Academic Independent Publisher Academic Societies and authors Academic THE World’s THE editors Academic THE Natural LEADING THE Natural LEADING home Natural authors Natural editors authors home World’s authors THE editors authors LEADING Publisher World’s LEADING authors World’s Natural Academic editors World’s home Natural and Independent authors World’s Publisher authors World’s home Natural home LEADING Academic Academic LEADING editors Natural and Publisher editors World’s authors home Academic Professional authors Independent home LEADING Academic World’s and authors home and Academic Professionalauthors World’s editors THE LEADING Publisher authors Independent home editors Natural...
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...of Internet and E-commerce in international business Introduction: Commencing from 20th century, enormous use of Internet was witnesses in all the fields with a major impact on international business. Although the Internet and web 2.0 serve as improving trend of economy and business, there is negligible research done to advocate their impacts on international business and marketing (Urban, 2003). The present literature review essay is an attempt to address the gap of existing literature whereby necessary recommendations can be made to improve use of technology in business. For the purpose of this essay, extant literatures in the fields of international business, technology, science, marketing and e-commerce have been studied and reviewed. Research objective: To serve the purpose of the literature review, investigation of Internet and e-commerce over international business processes is performed with the primary research objective as the consequence of Internet on international business. Research questions: In order to study research objective, a set of research questions have been devised upon which a review is presented in the following essay. The research questions devised are: • Influence of Internet in international business. • Consequences of Internet on international entrepreneurship. • Impact of web 2.0 on international business processes. • Influence of e-commerce in international business Literature...
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