Global Marketing Management

Internationalization

Entry mode

Market attractiveness

Eprg framework

Segmentation, targeting, positioning

Standardization and customization

Evidence for assessment:

International business involves any business transaction between parties from more than one couny.It includes such activities as buying and selling raw materials, inputs or finished products across borders, operating plants in other countries to take advantage of local resources, and borrowing money in one country to finance operations in a second country.

International business is different from domestic business in that it necessarily involves transactions that cross national borders while domestic business does not. Thus, at least one party will have to adjust to a different legal, economic, and cultural system; convert its currency into the other party's currency; and make changes in how products are produced or the types of products that are producd.

A truly global firm can be:

• One that has embraced the rising growth of technology as an enabler of business across borders.

• A firm that has learned to adapt to changes in the political environment.

• A firm that maintains a ‘global mind-set' in terms of its supply chain, its customers, and its markets.

Please choose a foreign company / brand that is selling in the UK marketplace. Suggest the factors that made the UK an attractive market for the company / brand.

Please consider the following factors:

1. Company vision, mission and values

2. Triggers for export initiation

3. Environmental analysis (Macro, Micro, Meso)

4. Entry mode

5. Market attractiveness:

a. STP & Customer

b. Competition

c. Etc....

6. Standardization / adaption of the marketing mix:

a. Product

b. Place

c. Price

d. Promotion

7. What significant changes did the brand make in order to trade successfully in UK?

word count : 2,500word report