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Pages: 34
Category: Business and Industry
Date Submitted: 09/20/2012 12:33 PM
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...