INTRODUCTION TO INTERNATIONAL MARKETING INTRODUCTION Managers around the globe are recognising the increasing necessity for their companies and organisations to develop the skills, aptitudes and knowledge to compete effectively in international markets. The emergence of a more open world economy, the globalisation of consumer tastes and the unabated expansion of Internet access globally all increase the interdependency and interconnections of nation economies across the globe. The need for managers
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Brannigan Foods Case Study Exercise 1. BRANNIGAN FOODS STRATEGIC MARKETING PLANNING IE Business School Juan Manuel Restrepo Davies Mª Concepción Aragonés Cabeza 2. IE Business School PROBLEM STATEMENT Bert Clark, vice-‐president and general manager of Brannigan Food Soup’s Division, has to decide which of the four alternative plans his team members have proposed should be implemented in order
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Summary II. EXECUTIVE SUMMARY: 4 III. COMPANY BACKGROUND: 5 IV. SITUATION ANALYSIS 5 A. External Audit 5 1. Industry Overview and Analysis 5 2. PESTLE 6 3. 5 Forces of Porter: 7 B. Internal Audit: 8 1. Marketing Systems 8 2. Marketing Activities 11 C. Portfolio Analysis: 13 1. Ansoff Matrix 14 2. BCG Matrix 15 3. McKinsey: 16 D. Competitive Advantage: 17 E. Analysis Conclusion: 17 V. MARKETING STRATEGY: 18 A. Where do we want to be? 18 B. Segmentation
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Describe what Porter's Five Forces Model is and how it is used in the strategic planning process * Rivalry * The threat of substitutes * Buyer Power * Supplier Power * Barriers to Entry The competitive environment includes rivalry among current competitors and the impact of new entrants, substitute and complementary products, suppliers, and customers, In strategic decision making, Porter’s model is an excellent method to help managers analyze the competitive environment and adapt
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Marketing M.E-the actors and forces outside m.that affect m.manag.ability to maintain and develop successful relati.with target cust.Microe.-the actor close to the company that affect its ability to serv its cust.-the comp.,suppliers,m.intermediaries,cust.m.,compet. and public. 1)the comp.internal e.-top manag.-sets the co.mission,objectives,broad strategies and policies.finance-is concerned with finding and allocating funds to implement the m.plan.r&d-department focuses on designing safe and
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Definition Companies that choose a cost leadership strategy offer relatively standardized products with features or characteristics that are acceptable to customers. In other words, with a minimum level of differentiation and also at the lowest competitive price. This means that companies offer standardized to an industry’s typical customer. Customers receive value when a company successfully implements a cost leadership strategy. Companies that wish to be successful by following a cost leadership
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Intended Strategies (PD) 5 Emergent Strategies (PD) 6 Stakeholders (EG) 6 Internal (EG) 7 External (EG) 7 Purpose of the Report (CD) 8 Chart for Team Activities (CD) 10 EXTERNAL ANALYSIS (EG) 11 Industry Profits (EG): 12 Industry Segments (EG): 13 Industry Analysis/Porter’s Five Forces (EG) 13 Risk of Entry by Potential Competitors (EG) 14 Entry Barriers (EG): 14 Economies of scale (EG) 15 Product Differentiation (EG): 15 Capital Requirements (EG): 16 Switching Costs
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BRANNIGAN FOODS STRATEGIC MARKETING PLANNING IE Business School Juan Manuel Restrepo Davies Mª Concepción Aragonés Cabeza IE Business School PROBLEM STATEMENT Bert Clark, vice-‐president and general manager of Brannigan Food Soup’s Division
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Report: Hanh Phat Consultancy Executive Summary………………………………………………………………………….. 3 Company Introduction………………………………………………………………………3-4 Mission Statement……………………………………………………………………………..4 Situation & SWOT analysis ……………………………………………………………...4-5 Customers Equity & Competition………………………………………………………….6 Portfolio Analysis using Boston Consulting Group & GE Matrixes……………………..6-7 Segmenting, Targeting, Positioning ………………………………………………………..8 Marketing Mix ……………………………………………………………………………...9 Product, Price, Place,
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Marketing Mix 8-11 Financial Objectives 11 Target Markets 11 Positioning
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