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Critical Analysis of Marketing Strategy

   

Added on  2020-12-29

13 Pages4319 Words238 Views
Marketing strategy
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Table of ContentsINTRODUCTION...........................................................................................................................3CRITICAL ANALYSIS..................................................................................................................3(a) Analysis of risks and opportunities........................................................................................3(b) Selection of the destination country......................................................................................7(c) Discuss and justify the proposed entry mode........................................................................8(d) Suggest and justify the marketing strategy that should be adopted by the company............8CONCLUSION..............................................................................................................................11REFERENCES..............................................................................................................................12
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Executive summary: This project report has covered an aspect of business expansion for Cheers, who arelooking for another location out of the Brazil or India to start their businesses. Also, it hascovered aspects over different HR strategies and its justification, while doing the businessexpansion for the Cheers. Along with this, this assessment has talked about environment analysisof two countries namely India and Brazil. Also, it has talked over the matter of SWOT analysisto know the suitable opportunities, for most suitable location for Cheers products existence andsupportability. Finally, assessment has suggested the suitable marketing strategies along withtarget market, product adaptation and price & distribution.
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INTRODUCTIONMarketing strategies is the major part of detailed marketing theory to regulate or expandthe business operation into the another country. These strategies are required when businessoperations are carry-forward to other location with the purpose of enhancing its market share andprofitability. In the current scenario, marketing strategies are used with purpose to suitablebusiness based results and outcomes (Karakadılar, 2014). This report will be carry on CHEERS,which is the leading Australia based drinks and beverage company, which is specialized inselling the craft beers to their customers. In the case mentioned, CHEERS are looking forbusiness expansion majorly in two locations which are Brazil and India. There is a requirementof one suitable name for business expansion. Apart from this, report will be carried on analysisof risk and opportunities for each country to identified suitable factors which would result inselecting one location along with this discussion over proposed entry mode in the selectedlocation. Also, this report will make discussion for suggesting the suitable marketing strategy forthe chosen country. Lastly, this assessment report will also focus on human resource strategy forthe chosen location. CRITICAL ANALYSIS(a) Analysis of risks and opportunitiesFor business expansion, it is necessary to do complete analysis of connected risks alongwith empowering opportunities for its operation. Risks, which are related to specific country'sculture & environment and opportunities, which needs to be identified. In this given case, whereCHEERS, which is the leading craft beer looking for expansion in one specific location out ofgiven two named as Brazil and India (Öztamur, 2017). In 2015, CHEERS has recorded slowgoing of the business, because of covering excessive market of Australia. Hence, they arelooking for expansion into the another country to maintain the momentum of the growth. Here,two major locations are considered, out of which one suitable country needs to be decided forcreating business. Selection of an appropriate country will be done on basis of complete analysisof risk and opportunities. PESTLE will be apply here, which will cover all legal aspects,government restriction, financial/currency risks etc. of that country. Along with this, this analysiswill also cover opportunities related market size, economic growth and trade agreement between
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