International Marketing Research and Strategies
Added on 2020-05-16
17 Pages4606 Words204 Views
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Running head: INTERNATIONAL MARKETING MANAGEMENTInternational Marketing ManagementName of StudentName of UniversityAuthor Note
1INTERNATIONAL MARKETING MANAGEMENTExecutive SummaryThe report analyses international marketing management and the manner in which companiescan use GO international decisions to expand in the international market. The report focuseson 7-Eleven, a convenience store formed because of the collaboration between Japan and theUnited States. The store wants to expand its market in India and in the process need toanalyse the risk factors in both the internal as well as the external environment. The reportprovides a brief description of the risks and the control that needs to maintained for gainingsuccess. Furthermore, the benefits and relevance of International Marketing Communicationare also provided. Recommendations to the managers of 7-Eleven are provided, whichfocuses on using social media for promotion and managing the finances effectively.
2INTERNATIONAL MARKETING MANAGEMENTTable of Contents1.0 Introduction..........................................................................................................................41.1 Company background.......................................................................................................41.2. Country and Market.........................................................................................................41.3. International opportunities...............................................................................................41.4. Research and Sources of Evidence..................................................................................41.5. Assumptions and Limitations..........................................................................................51.6. Country............................................................................................................................51.7. Target market...................................................................................................................52.0 “GO” international decisions and definition of International Marketing.............................52.1. Key Considerations.........................................................................................................62.1.1. Risk & Definition.........................................................................................................6a. Political Risk.......................................................................................................................6b. Market Risk........................................................................................................................6c. Operational Risk.................................................................................................................6d. Ownership Risk..................................................................................................................7e. Financial Risk.....................................................................................................................72.1.2. Motivation & Definition...............................................................................................8a. Profit Advantage.................................................................................................................8b. Unique Product...................................................................................................................8c. Emerging Demand..............................................................................................................8d. Excess Capacity..................................................................................................................9e. Encouraging Entrance.........................................................................................................92.1.3. Control & Definition....................................................................................................9a. Strategic Control.................................................................................................................9b. Operational Control............................................................................................................9
3INTERNATIONAL MARKETING MANAGEMENTc. Marketing Control............................................................................................................10d. Quality Control.................................................................................................................10e. Financial Control..............................................................................................................102.2. Level of Involvement....................................................................................................103.0 International Marketing Communication and decisions....................................................113.1. IMC- International Marketing Communication process...............................................11a. Identify target audience....................................................................................................11b. Determine communication objectives..............................................................................11c. Establish the promotion budget........................................................................................11d. Decide on the promotion mix...........................................................................................12e. Measure promotional results.............................................................................................123.2. Benefits of IMC process................................................................................................124.0 Conclusion..........................................................................................................................13a. Rational of the report........................................................................................................13b. Key findings.....................................................................................................................13c. Advice intelligence and insights.......................................................................................13d. Relevant implications.......................................................................................................13e. Recommendations to the management.............................................................................13International marketing plan....................................................................................................14Reference..................................................................................................................................15
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