International Marketing and Brand Management

Running head: INTERNATIONAL MARKETING AND BRAND MANAGEMENT
International Marketing and Brand Management
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1INTERNATIONAL MARKETING AND BRAND MANAGEMENT
Executive Summary
The paper aims at the business Of Abbott which is a pharmaceutical company and
the expansion of the business in China along with the potential marketing mix
adopted in the research theory has been conducted in a detailed manner. The
budget requires and the marketing mix strategy which must be undertaken by the
company have been depicted in detailed manner in the study and further implication
on the growth of the business in the future in the market have been discussed
accordingly.

2INTERNATIONAL MARKETING AND BRAND MANAGEMENT
Table of Contents
1. Introduction:...........................................................................................................4
1.1 Abbott (UK) Nature of Business.........................................................................4
1.2 Abbott (UK) Core Competencies.....................................................................4
1.3 Abbott (UK) current business performance.....................................................4
1.4 Abbott (UK) Brand Popularity..........................................................................5
2. Decision to Internationalize:...................................................................................6
2.1 Abbott (UK) Objectives....................................................................................6
2.2 The International Abbott Market Sector..........................................................7
2.3 Segmentation, Targeting and Positioning.......................................................7
3. Market to Enter.......................................................................................................9
3.2 Options and Considerations................................................................................9
3.3 Market Entry Strategy.........................................................................................9
3.4 Strategic Recommendation...............................................................................10
4. Marketing Mix Programme to Support Internationalization.................................10
4.1 Product..........................................................................................................11
4.2 People...........................................................................................................12
4.3 Place..............................................................................................................12
4.4 Promotion......................................................................................................12
4.5 Process..........................................................................................................13
4.6 Price..............................................................................................................14

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4.7 Physical Evidence.........................................................................................14
5. Budget...............................................................................................................15
6. Monitoring and control.........................................................................................16
7. Conclusion...........................................................................................................18

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1. Introduction:
1.1 Abbott (UK) Nature of Business
Abbott solutions develops the healthcare solutions specifically for the residents of
the UK and it produces the diagnostic tools that further helps the patients to get
getter health related solutions. This company further develops medicines which are
required to cure the diagnosis patients in order to ensure that the patients becomes
healthy and active after such cure. This company improvises tools and techniques
needed to cure patient through the help of the expertise regarding such cure.
1.2 Abbott (UK) Core Competencies
The core competencies of the companies is that the application or further the
improvisation of the new technologies in this field which would further help this
company to outperform the competitors of the companies in such a competitive
market. Pharmaceutical and the medical device manufacturers must try to develop or
rather improvise a companion product in the market. In order to enhance the current
strategies of the business this company needs to improve the companion diagnostic
products and further revise the current strategies developed in this market.
1.3 Abbott (UK) current business performance
The current business performance of the company is satisfactory as per the
income statement of the company (Ahmed and Rahman 2015). Hence the upper
level management of the company needs to further utilize the key strategies required
to further improve the current business performance of the company. In order to
enhance the flow of cash in the business the company must improve some new
diagnostic tool which is still not being introduce in the market. Accordingly the

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business of the company must take such sort of advantage in order to stay ahead
among the competitors of the company. The access to new tools in the experimental
labs will further provide the employees of the company new confidence to improve
the diagnostic process of the company.
1.4 Abbott (UK) Brand Popularity
Abbott is a popular brand name in the pharmaceutical industry all over the world
and thus considered as one of the renowned in this industry and when it comes to
diagnosis of any kind of diseases this company is expert in developing innovative
tools in the market (Akter et al. 2016). This company has expert physicians to
support any kind of disease to cure faster and smoother. The diagnostic tools
implemented by this company is faster, accurate and reliable which further helps to
improve the most critical operations of the patient information throughout the
hospitals.