B2B International Marketing Strategy

Anglia Ruskin University

International Marketing Strategies

You are to introduce a B2B brand sold in one named country into another named country in which it is currently not available. Produce the analysis for market entry and an international marketing plan that will achieve the objectives that you define.

Table of content

List of Tables 3

List of Figures 4

Introduction 5

1 Executive summary 6

2 Internationalisation 8

2.1 Reasons for internationalisation 8

2.2 External audit 9

2.2.1 Initial screening 9

2.2.2 CAGE framework 12

2.2.3 Analysis of service sector 15

2.2.4 Competitor analysis 18

2.2.5 PESTEL analysis 20

2.2.6 Prime competitors and clients 24

2.3 Internal audit 25

3 Market entry 27

3.1 Market entry method 27

3.2 Segmenting, Targeting and Positioning 30

4 Marketing 35

4.1 Marketing Objectives 35

4.2 Marketing Strategy and Plan 36

4.3 Budget plan 40

4.4 Plan control 43

Reference list 44

Bibliography 48

List of Tables

Table 1: mission statement 5

Table 2: purchasing power per capita 2009 9

Table 3: The Fortune Global 500 ranking 2010 10

Table 4: CAGE framework 11

Table 5: CAGE framework regarding Roland Berger 12

Table 6: Porter`s five forces model referring to Roland Berger 15

Table 7: general explanation PESTEL analysis 19

Table 8: PESTEL analysis Australia 21

Table 9: Factsheet key competitors and possible prime clients for Australia 24

Table 10: TOWS matrix for Strategy formulation 25

Table 11: TOWS matrix for Roland Berger 25

Table 12: comparison of alternative organizational structures and entry modes for consultancy firms 27

Table 13: detailed market targeting 32

Table 14: positioning regarding competitive strategies 33

Table 15: marketing objectives 34

Table 16: marketing strategy 36

Table 17: Forecasted marketing budget...