...Company A strategy of internationalization into Germany Vinamit Joint Stock Company A strategy of internationalization into Germany RMIT International University Vietnam BP181 Bachelor of Commerce Program ASSIGNMENT COVER PAGE Your submission will not be accepted unless all fields below are completed Course Code: | BUSM3311 | Course Name: | International Business | Location where you study: | SGS Campus | Title of Assignment: | BUSM3311_s3258162_G4_Final assignment | File(s) submitted | 1 | Student name: | Nguyen Thai Hang | Student e-mail address: | S3258162@rmit.edu.vn | Learning Facilitator in charge: | Mr. Adrian Wee | Assignment due date: | December 17th, 2012 | Date of submission: | December 17th , 2012 | Number of pages including this one: | 23 | Word Count: | 2506 | Table of Contents Executive summary 3 Introduction 4 Company overview 4 Products 5 Country overview (PESTLE analysis) 5 Politics 5 Economy 6 Social 7 Legal 8 Environmental 9 SWOT analysis 9 Strengths 9 Weaknesses 11 Opportunities 12 Threats 12 Mode of entry 13 Marketing strategies 15 Market targeting 15 Geographic 15 Demographic 15 Psychographic 15 5Ps 15 Product 16 Price 16 Promotions 16 Packaging 17 Place (Channel...
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...Wrights of Howth BABS III Stephan Schibalsky Illustration 1 : Wrights of Howth Logo Illustration 1 : The Wrights of Howth…………………………………….....1 Illustration 2 : PESTEL……………..……………………………………......4 Illustration 3 : Marketing Mix.…….………..………………….…….............7 II Table of Content 1. Introduction……………………………………………………………………………….............1 1.1 Purpose of the document……………………………………………………………...1 2. Market Selection.................................................................................................................2 2.1 The European Salmon Market..............................................................................2 2.1.1 Germany……………………………………………………………………...2 2.1.2 France………………………………………………………………………...2 2.1.3 Spain …………………………………………………...….………………....2 2.1.4 Conclusion…………………………………………………………………....3 3. Identification of international marketing issues faced by the firm……………………….......4 3.1 PESTEL………………………………………………………………………………….4 3.1.1 Political…………………….......................................................................5 3.1.2 Economi……………………………………………………………………….5 3.1.3 Social…...................................................................................................5 3.1.4 Legal………………………………….........................................................5 3.1.5 Conclusion…………………………………………………………………….6 4. International Marketing Mix……………………………………………………………………....7 4.1 Product.................................................................................
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...Table of contents 2 1. Case study of Anur 3 2. Choosing the most suitable country for Anur to expand in 4 3. In depth market analysis 8 4. Company, sales and marketing goals 13 5. How does Anur have to enter the foreign market? 14 6. Account Plan 19 7. Choosing the most suitable fair for Anur to exhibit on 23 8. Trade Fair Concept 29 9. Return on investment 46 List of resources 47 Annexes 49 Interview with a person in the Muslim community 50 Observations Anuga Food Tec, Cologne 51 Interviews Anuga Food Tec, Cologne 61 Observations Ethnic Foods Europe, Brussels 79 1. Case study of Anur Anur is a Dutch food company, specialized in frozen food products which focus on Muslim consumers. In the Netherlands, Anur has become one of the market leaders in Halal snacks. Anur has decided to internationalise their activities. The primary goal is to achieve a higher market share in one European country. Anur has selected a consulting firm to help them make two major choices: 1. The selection of a European country in which they can reach a growing market-share, including strategic advice of how to set up international activities. 2. Which trade fair should be visited to prepare and support their international activities. This advice should be included with a worked out and detailed Trade Fair plan for the fair to be visited. 2. Choosing the most suitable country for Anur to expand in To advice Anur on which countries they have to expand in, we drew...
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...Hennes & Mauritz (H&M) AB in Retailing December 2009 Scope of the Report Retailing - Hennes & Mauritz © Euromonitor International Scope • This global company profile covers the following products focusing on the year 2009: Retailing: US$10,430 billion Store-based Retailing: US$9,829 billion Non-Store Retailing: US$601 billion Clothing & Footwear Specialist Retailers: US$791 billion Homeshopping: US$190 billion Internet Retailing: US$243 billion Disclaimer Much of the information in this briefing is of a statistical nature and, while every attempt has been made to ensure accuracy and reliability, Euromonitor International cannot be held responsible for omissions or errors Figures in tables and analyses are calculated from unrounded data and may not sum. Analyses found in the briefings may not totally reflect the companies’ opinions, reader discretion is advised Learn More To find out more about Euromonitor International's complete range of business intelligence on industries, countries and consumers please visit www.euromonitor.com or contact your local Euromonitor International office: London + 44 (0)20 7251 8024 Vilnius +370 5 243 1577 Chicago +1 312 922 1115 Dubai +971 4 609 1340 Singapore +65 6429 0590 Cape Town +27 21 552 0037 Shanghai +86 21 63726288 Santiago +56 2 4332226 2 Retailing - Hennes & Mauritz © Euromonitor International Strategic Evaluation Competitive Positioning Geographic Opportunities Category Opportunities ...
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...Belgium Trade Manual: Canada The following document is a report on the current economic, political, cultural, and industry specific (Food) environment in the country of Belgium. This particular manual was specifically compiled for the Sweets Corporation of Toronto, Canada for June of 2011. C o n s u l a t e o f B e l g i u m -‐ T o r o n t o 2 B l o o r S t r e e t W e s t , S u i t e 2 0 0 6 , B o x 8 8 T o r o n t o , O N , M 4 W 3 E 2 Table of Contents Section 1 – Background Information ....................................................................................................... 3 1.1 - Geography ................................................................................................................................................................... 4 1.2 - People .......................................................................................................................
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...Wal-Mart’s German Misadventure 4.2 Handl Tyrol: Market Selection and Coverage Decisions of a Medium-sized Austrian Enterprise 4.3 Blair Water Purifiers to India 4.4 A Tale of Two Tipples 4.5 Kellogg’s Indian Experience 4.6 Strategic Alliances in the Global Airline Industry: from Bilateral Agreements to Integrated Networks 4.7 GN Netcom in China 4.8 IKEA: Entering Russia 4.9 The ‘David Beckham’ Brand 563 571 574 583 586 590 594 599 604 case 4.1 Wal-Mart’s German Misadventure I don’t think that Wal-Mart did their homework as well as they should have. Germany is Europe’s most pricesensitive market. Wal-Mart underestimated the competition, the culture, the legislative environment. — Steve Gotham, retail analyst, Verdict Retail Consulting, October 20021 We screwed up in Germany. Our biggest mistake was putting our name up before we had the service and low prices. People were disappointed. — John Menzer, head of Wal-Mart International December 20012 ‘Don’t look now:’ low prices all year round! With thanks to Walmart 563 IntMk-CStud-4.qxd 26/05/2005 14:06 Page 564 section 6 case studies section 4 German blues For the world’s largest retailing company, Wal-Mart, Inc., the German market was proving difficult to crack. By 2003, even after five years of having entered Germany, Wal-Mart was making losses. Though Wal-Mart did not reveal these figures, analysts estimated losses of around $200–300 million per annum in Germany over the five-year period. According to...
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...BUSINESS PLAN REPORT ON Dehydrated Onion Powder Contents: 1. Introduction 2. Market Analysis and Research 3. Product and Product Characteristics 4. Operational Plan 5. Financial Plan(Break Even Analysis) 6. Future Scope and Expansion Plans 7. Summary Business Plan: Dehydrated Onion Powder Sector: Food and Agricultural Sector Introduction Onion is one of the most basic and widely used ingredients in Indian kitchens and hence any changes in its price have a large impact on the household budgets of a large section of the society. The target consumer for onions is not only the high end class but also the street dwellers. Hence the quantity and the price of onions need to be in check to ensure proper fulfilment of the demands of the consumers. Also if the crop is sold below the cost that has been incurred in its production than this causes loss to the producers. Hence we need to find ways to regulate the prices of onions as well as the quantity in markets such that it better serves the requirement of the consumers. The volatility in the prices of such commodities has been one of the major causes of inflation in the past few months. Since there are not many market players in this sector the prices as well as availability of onions in market are decided by a small group of people and hence there is monopoly. Also in some cases there are some transportation and storage issues because of which the crop gets perished. This in turn leads to increase...
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...operations to ensure they have covered every single component to ensure maximum success going forward. Once companies have gathered the necessary information through their research, they can properly assess the feasibility of their vision and make an appropriate decision. Comprehensive Analysis The fast food industry is continuing to grow and expand throughout the world, and each company is contemplating their role and position within this competitive environment. Chick-fil-A is no exception to this movement and is currently the number one fast food chicken venue in the United States. Despite their regional popularity, they do not have a significant presence in the international market for fast food. As Europe specifically the UK continues to add more fast food chains, Chick-fil-A has set their sights upon this market to expand their global presence. Before they begin organizing and planning their new vision, a high level of market research is necessary including a crucial analysis involving regional, country, and product. Region Analysis Regional Alliances and Economic Integration The UK is the third largest economy in Europe after Germany and France. Sixty percent of food produce is by UK’s agriculture,...
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...ENTRY STRATEGIES OF POLISH SMES TO FOREIGN MARKETS To: Prof. Ewa Baranowska-Prokop Ph.D. Performed by: Alexander Omelyashko 50803 Warsaw 2013 Entry strategies of Polish SMEs to foreign markets Introduction The number of SMEs operating on the international markets is constantly skyrocketing since friendly policy of the EU authorities towards small firms and diminishing barriers of the international trade. Nowadays the percentage of SMEs to the whole number of all enterprises is constantly rising, playing a decisive role in EU economic development and competitiveness: in the EU they constitute about 98% of businesses (more that 20 million SME’s), providing two thirds of the total employment and 80% of new created jobs. This number in Poland is high as well. According to surveys Enterprises give out more than 70 percent of all GDP, and 72 percent of them were SMEs, which are 99.9% of all enterprises. STRUCTURE OF GDP IN POLAND IN 2012 CUSTOMS 11% MICRO 32% ENTERPRISES 70% OTHERS 19% MIDDLE 11% SMALL 8% BIG 19% OTHERS CUSTOMS MICRO SMALL MIDDLE BIG The competition is harsh, and enormous number of new enterprises is coming up every year. Thus, no doubt that that is crucially important for an SME to choose the right entry strategy in order to operate the internalization process successfully. The appropriate entry strategy will have great consequences on the development of the firm, its revenues and the way it will hold on the stark market. It’s essential...
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...International franchising is often regarded as a low-risk foreign market entry strategy. Does this view fully reflect the attraction of international franchising as a market entry mode? International trade is booming and the world is shrinking rapidly due to faster communication, transportation, and financial flows. Today’s business environment is undergoing fundermental transformation as a result of globalization (Kotler & Armstrong, 2001). According to Hodgetts and Luthans (2003), “globalization is the production and distribution of products and services of a homogenous type and quality on a worldwide basis”. According to Root(1994, P.2) the new global economy has created business environment that require companies to look past the traditional thinking of the domestic market, and start looking at business from an international perspective. The main challenge of global companies is to develop managers that are capable of working across cultures and who are competent in international business (Brake, et al. 1995, p. 2). According to Elashmawi (2000), companies that want to react effectively to changes in its global marketplace, has to have a flexible and adoptable corporate culture. Want (2003) explain corporate culture as the collective belief system that people within a company has about their ability to compete in the marketplace. According to Hoffman and Preble (2004), franchising is a well working theory that helps companies adapt to different cultures and business...
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...Dr. Mary Tranquillo Bus. 310 November 6, 2012 Wal-Mart, an Organizational Analysis Introduction I will thoroughly discuss in detail the operation of Wal-Mart, the company’s strategies, legal concerns and various challenges the company faces. In addition, I will address any current (or anticipated) human resource issues concerning the expanding into the international market and make recommendations on how the organization can leverage its human resources to come out on top in a highly competitive market. Wal-Mart, an Organizational Analysis Describe the nature of the organization, its size, and any specific human resource challenges it faces. One of the most recognized retail chains around the world, Wal-Mart is an American public multinational corporation running chains of large discount and warehouse stores. Considered the largest public corporation when ranked by revenue, Wal-Mart boasts a staggering 2 million employees worldwide with approximately 1.4 million in the United States. (Wal-Mart, 2012). Wal-Mart is known for their brand of low prices and high volume which dominates the retail market. Wal-Mart’s mission statement and slogan sums it up in one simple phrase: “We save people money, so they can live better”. Wal-Mart’s idea and strategy is targeted at offering consumers a variety of name brand goods at competitive prices. Wal-Mart has over 10, 300 retail stores in 27 countries under 60 different banners. As of Jan 2012, Wal-Mart generated approximately...
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...burgers of the world. It has been 9 months since Unilever launched Knorr Soups and entered into the savory category. Given the size of the soup industry in Bangladesh, Unilever has placed a lot of emphasis on Chicken Mushroom and Chicken Ginger and the vegetarian variant Tomato. Each pack contains enough soup to serve two people. Knorr was launched with the most important proposition – the establishing the Knorr brand in the minds of consumers and pave a way for the entry of other product extensions in the future. Soup was launched at a time when a market, although small, was growing consumers at a were rapid pace, where the experience of real ingredients in its soups. Knorr soups contain real bits of chicken and vegetables that could be both visibly seen as well as tasted during experiencing goodness of soup at their homes and including it as a part of a more regular diet. The market was predominantly run by Nestlé’s Maggi brand which owned almost the complete market. Knorr was launched after extensive market research into the soup habits of Bangladeshi consumers. A qualitative research was also done on different variants brought in from India and among them those that scored highest on consumer taste buds were launched. The four variants that were launched included Sweet Corn with Chicken, Knorr was launched with the most important proposition – the experience of real ingredients in its soups. consumption and that is that something was focused on throughout...
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...Marketing Analysis of Household Appliances Market in Finland A Case Study for the Haier Group Na Wang Degree Programme in International Business May 2009 Supervisor: Shaidul Kazi TA MPERE 2009 TAMPEREEN AMMATTIKORKEAKOULU University of Applied Sciences INTER NATIONAL 2 B USINESS Writer(s): Study Programme(s): Title of Thesis Na Wang International Business A Marketing Analysis of The Household Appliances Market in Finland, A Case for the Haier Group Month and Year of Completion: Supervisor: May 2009 Shaidul Kazi Number of Pages: 57 ABSTRACT A company which wants to enter into a new market must first understand the target market’s business environment and how to create and retain customers by providing better value than the competition. As the environment changes, businesses must adapt in order to maintain strategic fit between their capabilities and the marketplace. The process by which businesses analyze the environment and their capabilities and decide upon courses of marketing action is called marketing analysis. A marketing analysis can help the company to make decisions based on the marketing information they have. The aim of this thesis is to form a marketing analysis for Haier Group on the basis of an analysis of its external and internal business environment. This involved evaluating the company’s different marketing activities. The business environment of Finland – Haier’s target market – has also been analysed and evaluated...
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...Content Page 1.0 Unique Business Idea 2 2.0 General Company description 2-4 3.0 Service overview, benefit and features 5-6 4.0 SWOT Analysis 6 5.0 Target Market 7 6.0 Long term and short term marketing goals 7-8 7.0 Marketing Mix 8-9 8.0 Operational Plan and Licenses and Permit 10-11 9.0 Promotion Tools (Logo, Flyers) 11-12 10.0 Industry Analysis 13-16 11.0 Macroeconomics Analysis 16-17 12.0 Interview (1)&Interview (2) 18-20 13.0 Competitors 20-21 14.0 Conclusions 21 15.0 References 22-23 16.0 Appendix 24-25 1.0 Unique Business Idea Business plan is a map which gives us directions. Therefore, we know what we can plan for the business’s future. It is a plan for a startup describes your strategy for creating the legal entity. A business plan tells us the objectives that a company wants to achieve and provide information about the business’s short-term and long-term form. In the 21st century, every person complains that their life is hard, time is insufficient, and most people lost their joy. Sometime we even have no time to celebrate birthday with beloved or best friends. People mostly busying with their job routine or businesses and they have no time to think about a good idea for a birthday celebration, to buy a cake, and find an interesting place to celebrate. We seek this as a good opportunity to provide a service that covers...
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...Wirtschaftswissenschaftliche Fakultät Seminar Paper at the Chair of Marketing Summer Semester 2012 Market Entry Strategies in Retailing Cultural Goods. International Best Practise. Submitted by Written at Lea Valentine Frieda Steinlein Prof. Dr. D. Möhlenbruch *20.12.1989, Bayreuth Martin-Luther-Universität Matr. Nr. 210219076 Juristische und Wirtschaftswissenschaftliche Fakultät th Date of Submission: July 27 2012 Lehrstuhl Marketing und Handel 2 TABLE OF CONTENTS 1 INTRODUCTION – THE DEFINITION OF “CULTURAL GOODS” 3 2 STATE OF THE MARKETS OF CULTURAL GOODS IN GERMANY 4 2.1 GENERAL SITUATION IN GERMANY 4 2.2 ANALYSIS OF THE RETAIL SECTOR OF CULTURAL GOODS 5 2.2.1 INDEPENDENT BOOK SHOPS 6 2.2.2 INDEPENDENT MUSIC SHOPS 6 2.2.3 ART AND CRAFTS GALLERIES 7 3 STEPS TO ENTER THE RETAIL MARKET OF CULTURAL GOODS 7 4 INTERNATIONAL BEST PRACTISE FOR START-UPS 8 4.1 8 4.2 CREATING AN EXPERIENCE 9 4.3 5 “GLOCALISATION” OF CULTURAL RETAIL GOODS USING THE “WEB 2.0” 10 CONCLUSION AND CONSEQUENCES FOR START-UPS 11 LIST OF LITERATURE 12 LIST OF INTERNET WEBSITES 13 LIST OF DIAGRAMS 14 3 1 INTRODUCTION – THE DEFINITION OF “CULTURAL GOODS” Every day of our life we are encountering cultural goods and behaviour. Starting with the food we eat, the ways we communicate and the advertisement we are influenced by – all these are part...
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