International Marketing

Paper Summary:

The paper explains that for any company wishing to operate successfully in the long term, it is important to enter international markets and this will allow the company to become more competitive in their internal markets too. The subject research is targeted at estimating possible possibilities for a high fiber health drink to be marketed in the Ukraine. The research evaluates the internal and external market conditions and, based on the results, the paper offers the right marketing mix, states the financial objectives for the company wishing to enter this market and offers a step-by-step activity plan for the management with possible market capacity estimation.

From the Paper:

"The company X produces non-alcoholic beverages targeted at middle income purchasers operating in Sweden, Denmark, Germany and some other European countries where it possesses more than 40% of the market share for non-alcoholic drinks and 60% of the market share for non-sweetened non-alcoholic drinks. As in the recent past the company started experiencing problems with retaining this great market share due to entrance to the market of some cheaper aggressive brands offering thus better deals to the company, it has decided to look for outside opportunities for the products which have proven to be very attractive for numerous years for the sophisticated European clients."

Sample of Sources Used:

• Alden, D., Steenkamp, J.-B., Batra, R. 1999, "Brand Positioning Through Advertising in Asia, North America, and Europe: The Role of the Global Consumer Culture", Journal of Marketing, vol. 63, no. 1, pp. 75-87.
• Atkearney, 2005, The 2005 Global Retail Development Index, Available at: http://www.atkearney.com/main.taf?p=5,3,1,110
• Briley, Donnel A., Morris, M., Simonson, I. 2000, "Reasons as Carriers of Culture: Dynamic versus Dispositional Models of Cultural Influence on Decision Making", Journal of Consumer Research, vol. 27, September, pp. 157-178.
• Cateora R.P & Graham J.L, International Marketing, 11th Edition, McGraw-Hill Irwin
• Crawford-Welch, S. 1991, "International Marketing and Competition in European Markets", International Journal of Contemporary Hospitality Management, vol. 3, no. 4.

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