• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month
Page
  1. 1
    1
  2. 2
    2
  3. 3
    3
  4. 4
    4
  5. 5
    5
  6. 6
    6
  7. 7
    7
  8. 8
    8
  9. 9
    9
  10. 10
    10
  11. 11
    11
  12. 12
    12
  13. 13
    13
  14. 14
    14
  15. 15
    15
  16. 16
    16
  17. 17
    17
  18. 18
    18
  19. 19
    19
  20. 20
    20
  21. 21
    21
  22. 22
    22
  23. 23
    23
  24. 24
    24
  25. 25
    25
  26. 26
    26
  27. 27
    27
  28. 28
    28
  29. 29
    29
  30. 30
    30
  31. 31
    31
  32. 32
    32
  33. 33
    33
  34. 34
    34
  35. 35
    35
  36. 36
    36
  37. 37
    37
  38. 38
    38
  39. 39
    39
  40. 40
    40
  41. 41
    41
  42. 42
    42
  43. 43
    43
  44. 44
    44
  45. 45
    45
  46. 46
    46
  47. 47
    47
  48. 48
    48
  49. 49
    49
  50. 50
    50
  51. 51
    51
  52. 52
    52
  53. 53
    53
  54. 54
    54
  55. 55
    55
  56. 56
    56
  57. 57
    57
  58. 58
    58
  59. 59
    59
  60. 60
    60
  61. 61
    61
  62. 62
    62
  63. 63
    63
  64. 64
    64
  65. 65
    65
  66. 66
    66
  67. 67
    67

International Marketing - Potential Market entry Strategies for ASDA-WALMART

Extracts from this document...

Introduction

1. Introduction International Marketing refers to marketing carried out by companies overseas or across national borderlines. This strategy uses an extension of the techniques used in the home country of a firm/organisation. A more formal definition of International Marketing might be:- (i) The marketing of goods, services or ideas across national boundaries; and (ii) The marketing operations of an organisation that sells or produces within a given country when that organisation is part of or associated with an enterprise which also operates in other countries and there is some degree of control of, or influence on, that organisation's marketing activities from outside the country in which it sells or produces. Reasons companies go for an international Expansion: Companies go international for a variety of reasons, but the goal is typically company growth or expansion. Whether a company hires international employees or searches for new markets abroad, an international strategy can help diversify and expand a business. Growth Many companies look to international markets for growth. Introducing new products internationally can expand a company's customer base, sales and revenue. For example, after Coca-Cola dominated the U.S. market, it expanded their business globally starting in 1926 to increase sales and profits. Employees Companies go international to find alternative sources of labour. Some companies look to international countries for lower-cost manufacturing, technology assistance and other services in order to maintain a competitive advantage Resources Some companies go international to locate resources that are difficult to obtain in their home markets, or that can be obtained at a better price internationally. Ideas Companies go international to broaden their work force and obtain new ideas. A work force comprised of different backgrounds and cultural differences can bring fresh ideas and concepts to help a company grow. For example, IBM actively recruits individuals from diverse backgrounds because it believes it's a competitive advantage that drives innovation and benefits customers. ...read more.

Middle

The duty of the taxpayers to submit tax declarations is specified. A foreign company that operates a branch in Germany must prepare a corporate income tax, local trade tax and turnover tax (VAT) declaration for each calendar year and submit them to the responsible Inland Revenue office. 4.2 Political Factors The federal republic of Germany has 16 states, Berlin being the capital. It's Parliament consists of the Federal Assembly 603 seats; which is elected by popular vote under a system combining direct and proportional representation; a party must win 5% of the national vote or three direct mandates to gain representation; members serve four-year terms) and the Federal Council or Bundesrat elections The President is elected for a five-year term by a Federal Convention including all members of the Federal Assembly and an equal number of delegates elected by the state parliaments; There are 6 Political parties Alliance '90/Greens Christian Democratic Union (CDU) Christian Social Union (CSU) Free Democratic Party (FDP) Party of Democratic Socialism (PDS) Social Democratic Party (SPD) 4.3 Environmental Factors Until recently Germany, Denmark, and the Netherlands were regarded as the most environmentally friendly countries in the EU and were referred to as ' green troika'. These countries were the forces behind the EU environmental policy making. 4.4 Legal There is no minimum wage defined by law. Legal aspects for foreign entrepreneurs: Business enterprises can be founded in Germany in all the legal forms provided for under commercial law. When founding or acquiring a company or business under German law, the same rules and regulations apply to both foreigners and Germans. Germany offers foreign businesses many opportunities for investment. There are no specific investments laws in Germany, foreign investors are treated in exactly the same way as German ones. 4.5 Social Factors Germany never had a cultural metropolis comparable to Paris in France or London in England. Cultural activities are found even in small towns and communities. ...read more.

Conclusion

Building Cost, 10 million Euro/building ? Building cost of head office ? Inventory Cost ? Employee Salaries ? Employee Training ? To generate revenues.(Profits are expected to be 10% of the revenues ) in range of 80 million Euro/year/super market Advertising ? Via Television ? Via Posters ? Customer loyalty programmes ? Promotions ? Attracting the customers. ? Increase customer base. Expansion ? Setting up two more super markets in Budapest ? Setting up markets in Western Hungary ? Increasing total revenues. 11. Implementation / Plan-of-Action At this part of the report a detailed p-of-a is given for the recommendation. P-of-A has duration, implementation cost and objectives. At the end of the p-of-a and recommendation there is a timeframe of two years. 11.1 Plan of Action for Recommendation Table 3: Plan-of-Action for Recommendation ACTION IMPLEMENTATION COST OBJECTIVES TOTAL ELAPSED TIME SCALE Setting up the Head office in Budapest ? 5million Euro ? Managing operations 1-2 months Choosing Suppliers ? Zero (Management Effort) ? Getting the best deal. ? Securing reliability. 1-2 months Buying out the facility (Two super markets) in Budapest ? Cost of supermarkets - 20 millions Euro ? Entering the market. 3 months Employ Staff ? Effort of Human resources department ? Employ the best staff. ? Minimise salaries cost (best deal). 1 month Staff training ? Effort of Human resources department ? Cost of Training - 20,000 Euro. ? Make staff efficient. ? Encourage team spirit. ? Motivate staff. 1.5 months ACTION IMPLEMENTATION COST OBJECTIVES TOTAL ELAPSED TIME SCALE Organising the layout ? Cost of renovation /decoration - 1 million Euro ? Cost of equipment - 1.5 million Euro ? Good use of space. ? Aesthetic environment. 1 month Advertising Campaign ? Via television ? Via posters ? Budget for promotion - 5 million Euro ? Attracting customers. ? Establish customer base. ? Increase sales. Continues Grand opening ? Cost of event - 100,000 Euro. ? Public relations. ? Publicity. 1 week. Customer loyalty programme ? Management effort. ? Marketing department effort. ? Keeping sales constant. ? Customer feedback. ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our University Degree Marketing section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related University Degree Marketing essays

  1. Business Process Reengineering - Cargills' Food City Supermarkets.

    * To approve the best product and service to adequately satisfy the growing needs of our customers. * To train and develop the staff of Cargills. * To build long term partnership with suppliers for mutual benefit, * To provide our shareholders with an attractive return, while enchasing the value

  2. Logistical Operation and Arrangements.

    Examples of direct shipments are � plant-to-customer truckload shipments, � direct store delivery, and � various forms of direct to consumer fulfillment required to support catalog and e-commerce shopping. Direct logistical structures are also commonly used for inbound components and materials to manufacturing plants because the average shipment size is typically large.

  1. Blue Nile pestel analysis. Blue Nile is a publicly traded company. The company was ...

    The acceptance of synthetic gemstones has grown significantly since it was first introduced. Formation Precious metals and gemstones are valuable because of the scarcity, due to the high demand of these natural resources. People now seek to many methods in exploration, including sampling, drilling in the ground and satellite survey's.

  2. Discuss FIVE (5) factors for Wal-Mart from a marketing perspective that has contributed to ...

    Wal-Mart's store managers are very careful of the strict planning their advertising costs, and everything from the pro-competitive point of view. According to official statistics, Wal-Mart's advertising investment, the proportion is 0.5% of the turnover. In 1999, Wal-Mart's annual advertising costs 1.69 billion.

  1. Chapter Notes on Marketing Management by Philip Kotler 10th Edition

    = $ 20 But what happens if sales achieved do not reach estimated sales? To know what might happen at various sales levels, the manufacturer might prepare a break-even chart, which will determine at what sales level, he breaks even.

  2. Tanishq a division of Titan Industries is Indias largest, most desirable and fastest growing ...

    In the international world the jewelers industry uses special technology for designing the jewelers. But in Bangladesh there is not actual machinery for designing the jewelers. And if there is that is too expensive for all level of customers. So selling designed jeweler product in a country like this will be hard for us to attract the customer.

  1. Competitive Environment of Hypermarket Industry

    In hypermarket industry, the bargain power of buyers is tremendously high because the switching cost for buyers is very low. Buyers can easily switch to another choice of hypermarket if they are unhappy with price, quality or services of a certain hypermarket.

  2. PROJECT ON MARKETING STRATEGIES OF BPL COLOR TELEVISION

    This changes the market scenario considerably. BPL products could with stand the competition because of its excellent track record, consumer reliability a quality. This achievement was more or less on account of the excellent market strategies adopted by BPL India Ltd from time to time.

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work