International Marketing Management: Expanding MI Phones in Germany

International
Marketing
Management
(IMM)

INTRODUCTION
International marketing refers to a framework of the marketing mix elements in more
than one country by the organizations overseas and the around the national borders. It is the
extension of the firm local market strategy and paid proper attention on the targeting, decision,
identification on an international level. Management is an activity of controlling the things and
the person. In this international marketing management refers to the controlling and managing all
the elements of the marketing mix in different countries by the companies (Kaufmann, Czinkota
and Zakrzewski,2015). This report is based on the MI phones that are an electronic company,
headquartered in Beijing. This company has to expand their business in Germany with their
newly developed product that is offered in the local market. This company can deals in varieties
of products like smart phones, mobiles, bags, shoes, laptops etc. It shows the current global
trends that effects the business products and services in the next five years and at the same time
develop an international market research to examine the various opportunities for products in the
global market. It gives the knowledge related to the prevailing consumer behaviour about the
competitive products and maintains the opportunities towards the products and services. At last
make a marketing plan that helps in exploit the identified opportunity so that firm may earns high
profits.
Explain product/service has evolved with globalization since it was introduced into the local
market and identify current global trends that affect the product/ service in next 5 years
Evolution of mobile phones
The journey of mobile phones is started as a wireless phone and it was first invented in
1940. It covers various stages that show the whole journey of the mobile phones. It can be shown
below:
 The first ever mobile phone is portable and a keypad style phones. At this time
consumers are very much comfortable with these phones and enjoy communicating with
their close ones and sending the message. It can only be used to communicate through
calling or message (Keegan, 2017).