International Marketing Plan for Global Beer

International Marketing Plan
Global Beer

INTERNATIONAL MARKETING PLAN 1
Table of Contents
Introduction................................................................................................................................2
International Marketing..........................................................................................................2
Difference between International Marketing and Local Marketing.......................................2
Scope and Concept of International Marketing.....................................................................3
The rationale for an organization to Market Internationally..................................................3
Generating Revenue...........................................................................................................3
Expanding the Business.....................................................................................................4
Competing for New Capital...............................................................................................4
Ways to Enter in New Market or Foreign Market.................................................................4
Franchising.........................................................................................................................4
Partnership..........................................................................................................................4
Direct Exporting.................................................................................................................4
Route Global Beer should adopt............................................................................................4
Partnership..........................................................................................................................4
The International Market Entry Evaluation Process..............................................................5
Country Identification........................................................................................................5
Preliminary Screening........................................................................................................5
In-Depth Screening............................................................................................................6
Final Selection....................................................................................................................6
Direct Experience...............................................................................................................6
Various Strategies Available For Global Beer.......................................................................6
Establish a Microbrewery in Japan....................................................................................6
Develop a Regional Japanese Tea Beer Brand..................................................................7
Japanese Web Page............................................................................................................7
Recommendation........................................................................................................................7
Conclusion..................................................................................................................................8
Bibliography...............................................................................................................................9

INTERNATIONAL MARKETING PLAN 2
Introduction
One of the important activities of a business is marketing which is related to selling and
buying a service or product. It comprises promotion, vending and delivering service or
products to customers. This report is being presented in order to get the idea of how
marketing adds to the strategies of the business in international market context and how
Global Beer Company can get into the international market and become successful.
Global Beer Network is the high-class importer of U.S. as known for its Czech Brewery as
well as six Belgian breweries. Approximately they import 60 Belgian beer labels, along with
the well-known Gulden Piraat, Wittekerke, and Draak. These beers are available in liquor
stores, bars, and restaurants of 50 states along with British Virgin Islands, Puerto Rico, U.S1.
International Marketing
International marketing refers to making decisions for the company’s marketing mix
depending on the market which is outside the boundary of the home market of the company.
It is also considered as the organization of the strategies of marketing by the company which
is essential to trade services or goods in a foreign market2.
Difference between International Marketing and Local Marketing
Basis International Marketing Local marketing
Definition International Marketing is the
presentation of activities of
business that are aimed to
plot, price, promote and
Domestic marketing is
defined as the marketing
practices inside the home
1 Global Beer, ‘About Global Beer’, http://www.globalbeer.com/content/about-global-beer, (accessed 9 April
2018)
2 Anastasia, ‘Factors to Consider For International Marketing’, https://www.cleverism.com/factors-to-consider-
for-international-marketing/, (accessed 9 April 2018)

INTERNATIONAL MARKETING PLAN 3
control the services and
goods flow to customers in
more than one country for
earning a profit.
country of the company.
Role of Politics A significant role is played
by political factors.
Political factors are given
little importance.
Scope and Concept of International Marketing
International Marketing also called Global Marketing and today it has gained a significant
scope. It is all because of Globalization, today the strategies of marketing are not bound
within the domestic country’s boundary. The international marketing scope has developed
broadly as compared to the past. Promoting a service or good internationally is increasing up
Korea, Brazil, Indonesia, Mexico, China, Chile, India, and Argentina in the practice of
potential and new markets. Additionally, improved purchasing power and changing
preferences of the customers along with the support in attainment the information about this
altering taste has transformed the overall shape of the world.
The determination of international marketing is to broadcast the significance that has
variances between the international and national environment and the technique in which they
impact the preparation and execution of strategies of marketing in the foreign market.
The rationale for an organization to Market Internationally
Generating Revenue – Local companies regularly seek the opportunities to increase
customer base and revenue streams3.
3 N. Kokemuller, ‘Why Do Companies Go International?’, https://bizfluent.com/facts-5256365-do-companies-
go-international.html, (accessed 9 April 2018)