International Marketing Assignment- Gerolsteiner

   

Added on  2020-05-28

15 Pages3523 Words398 Views
Running Head: International Marketing 1Marketing Plan for Gerolsteiner Mineral Water
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International Marketing 2Executive summary The market for the bottled water is vast. This report will focus on the international marketing strategy of mineral water producer Gerolsteiner which is a German company and now it is planning to expand in the China market. The report will cover and analyze the market situation of China, potential market entry strategy, target market strategy as well as best possible promotional strategy for the company. The structure of the report will include introduction of Gerolsteiner Company and its products along with its strength, weakness, opportunities and threats. Further, report will focus on screening markets, market entry strategy, target market and positioning strategy. Report will focus on the marketing mix to promote the brand image and awareness to enhance the sales performance in the selected market.
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International Marketing 3ContentsIntroduction......................................................................................................................................4SWOT analysis of Gerolsteiner...................................................................................................4Screening markets............................................................................................................................5China’s increasing bottled water market......................................................................................5PESTEL analysis..........................................................................................................................6Market entry strategy.......................................................................................................................7Target markets segment...................................................................................................................8Consumer market.........................................................................................................................8Business market...........................................................................................................................8Positioning.......................................................................................................................................9Objectives........................................................................................................................................9Specific.........................................................................................................................................9Measurable.................................................................................................................................10Achievable.................................................................................................................................10Relevant.....................................................................................................................................10Time frame.................................................................................................................................10Marketing mix...............................................................................................................................10Product.......................................................................................................................................10Price...........................................................................................................................................11Place or distribution...................................................................................................................12Promotion...................................................................................................................................12Conclusion.....................................................................................................................................13References......................................................................................................................................14List of figuresFigure 1: Retail sale value in China.................................................................................................6Figure 2: Market Penetration.........................................................................................................11
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International Marketing 4Introduction Gerolsteiner Brunnen & Co. is the best-selling mineral water company in the Germanmarket. Gerolsteiner sells its products in all over the world including Japan, USA, UK andFrance. The company started its operations in 1888 and now it is supplying the best mineralwater products to its customers in terms of taste and quality. The products of Gerolsteiner aremanufactured in order to meet the customers’ needs and fulfill the promises in terms of qulaity(Gerolsteiner, 2017). Now, the company is seeking for the business expansion in China market.This report provides marketing strategies in order to enter in the new market. This report takesscreening process to select the potential entry market. In preliminary market, the report usesPESTEL analysis to analyze the characteristics of entry market. By the market segmentation,report focuses on the target consumption group and provides effective marketing and advertisingstrategy to establish the brand image and achieve sales success (Peñaloza, Toulouse & Visconti,2013).SWOT analysis of GerolsteinerStrength Strong brand image in the globalmarket,Gerolsteiner mineral water enjoys along history of more than 120 yearsHigh quality standard,Effective marketing strategies,Increasing popularity, andGood reputation in German marketWeaknessThreat of reusable bottles,Pressure of government for theproduction, andUnable to fulfill the demand ofcustomersOpportunities Effective utilization of distributionchain,Expansive international market are
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