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International Marketing Report for Pinkberry. This International Marketing Report establishes the plan for the expansion of Pinkberry into the UK marketplace. Market analysis, entry strategies, marketing objectives and the implementation of Pinkberry

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  • Essay length: 5507 words
  • Submitted: 06/02/2012
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University Degree Marketing

The first 200 words of this essay...

Executive Summary

Introduction

Report Objectives

Market Choice

Analysis

> External analysis

> SWOT analysis

> Porter's Five Forces Analysis

International Marketing Objectives

Market Entry Strategy

> Why Franchising?

Target market needs

Market positioning

Value Proposition

Segmentation

Marketing Mix

International Pricing Framework

Pricing Strategies

Financial Projections

GANTT Chart

Control

SERVQUAL

Loyalty Card Scheme

Customer Feedback

Gap Model of Service Quality

This International Marketing Report establishes the plan for the expansion of Pinkberry into the UK marketplace. Market analysis, entry strategies, marketing objectives and the implementation of Pinkberry's launch into the UK will be discussed to demonstrate the feasibility and potential for expansion. The main conclusions drawn from the report are: the ideal region for Pinkberry's entry is central London and this will be done via franchising. Depending on success experienced at this first outlet, Pinkberry is suggested to further expand in the UK with more outlets and into different retail locations: cinemas, malls, etc.

Pinkberry is a franchise of upscale frozen dessert outlets headquartered in Los Angeles, California. From the

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