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Solved: Global Marketing Assignment

   

Added on  2019-12-03

13 Pages4833 Words228 Views
GlobalMarketing

Table of ContentsINTRODUCTION................................................................................................................................4Competitive structure and rivalry in Germany................................................................................4Competitive structure and rivalry in Sudan.....................................................................................4International Market Screening and Selection......................................................................................5GE Matrix........................................................................................................................................5Global Marketing Strategy Recommendations....................................................................................8Proposed Marketing Mix.................................................................................................................8MarketEntry Strategies...............................................................................................................................9Threatsand Opportunities..........................................................................................................................10Strategic Marketing Policies...............................................................................................................10Marketing Policy............................................................................................................................10CONCLUSION..................................................................................................................................12References..........................................................................................................................................13

Illustration IndexIllustration 1: GE Matrix......................................................................................................................6Illustration 2: 4P of Marketing Mix......................................................................................................8Illustration 3: BCG Matrix..................................................................................................................11

INTRODUCTIONThe report is based on the global marketing strategies of restaurant, Ledbury. It is a leadingrestaurant of UK which is known for serving contemporary European delicacies to guest. Therestaurant wants to expand its business in global countries like Germany and Sudan. The reportsignifies the use of secondary research i.e. worldwide web, business journals and various othersources like World-Fact book and etc (De Mooij, 2010). The secondary research done on thecountries help to identify the market structure for the expansion of the restaurant. The report alsostudies strategy which plays a crucial role in establishing expanding business in Germany andSudan. In relation to these, marketing policies have been applied to understand the factors whichmight affect the successful operations of the restaurant in the international market.Competitive structure and rivalry in GermanyGermany belongs to the high income group of the world with a GDP of $3.868 trillion in theyear 2014 (World Bank, 2015). Germany is known to be a high end competitive country of theEuropean Union. The technological factors which affect the restaurant industry are technology, useof renewable source of energy and constant innovation. There are around 82 million customersinvolved in making Germany among the largest food market. This is because the government of thecountry provides and support SMEs and food chains to enter into the market. There is no barrier toentry for the restaurant industry in Germany but the companies and restaurant owners have tofollow rules and regulations that are formulated by the legal system of the country. The policies andlaws are generally affected by the European Union (Gillespie and Hennessey, 2010). The politicalsystem of the country is affected by laws of European Union the government. Despite this fact, thecitizens of the country have a well known flavour for meat products and sausages as well as there isa huge demand for organic products in the country which is seen as a new trend in the socialstructure of the country. Germany is the largest producer of dairy in Europe which is considered asfavourable for economy of the country. From the research, it was identified that the economy of thecountry is sound in terms of food and beverage industry with the sale of EUR 7.6 billion in organicfoods and EUR 11.0 billion in food and vegetable produce.Competitive structure and rivalry in SudanSudan is a developing country with a low income level and GDP of $ 73.81 billion in 2014(World Bank, 2015). The country’s economy is based on agricultural productions but still it importfood products from other countries. Being a low income level country there are high fluctuations ineconomic policies formulated by the government. The policies and laws of international marketslike China, UAE, Japan, and EU have a direct impact on the country. The market is affected byshifts in these markets. Poor market condition makes it an unstable economy in terms of technologyand innovation. There are no technological advancements due to low level of literacy in thecountry. The country has large oil reserves but lacks in new investment and business in the

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