Iceland Supermarket's Entry into China
Added on 2020-02-05
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INTERNATIONALMARKETING:ASSESSMENT 21
TABLE OF CONTENTSINTRODUCTION...........................................................................................................................3TASK 1............................................................................................................................................3International marketing strategy..................................................................................................3Proposing marketing mix which are helpful for Iceland supermarket........................................4Strategies in order to enter in new or emerging market...............................................................5TASK 2............................................................................................................................................6Evaluation of different key drivers of globalisation....................................................................6CONCLUSION................................................................................................................................8REFERENCES................................................................................................................................92
INTRODUCTIONMarketing is a concept of enhance awareness among local community of the control withthe help of promoting products and services offered by it. When the firm market, promote as wellas sell its goods and services in two or more countries then it called as an internationalmarketing. When the an entity going to enter in new or emerging market then internationalmarketing helps to enhance presence among the country. In the present case, Icelandsupermarket is to be selected which is operating in retail sector of UK. Further, emerging marketfor entering and expand business china economy is chosen. The report describes about marketingstrategy at international level, marketing mix as well as tactics to enter in china market. Beside it,the study shows various drivers which help to become global firm up to greater level.TASK 1International marketing strategyThose strategies and tactics which helps to the company in order to promote and advertiseits products and service in two or more countries are known as international marketing strategy.In the current study the Iceland supermarket is going to enter in new market i.e. china. It is anemerging and developing economy of the world by which Iceland can generate higher profit atthe fiscal year ending. There are various types of strategies used by such firms for enhanceinternational presence which are such as follows:Segmentation, Targeting and Positioning (STP): The company segment and divide thebusiness on the basis of different geographical areas and then serve goods to the firm.Here it provides services and products according to the area wise by which Icelandsupermarket is easily able to cover more areas of china market (Czinkota and Ronkainen,2013). Apart from this, the firm target to particular area or demographic sector for enterand sustain in the emerging market. As per the targeting it focuses on only one area suchas young or old age people etc. By targeting only one aspect it makes products and tacticsfor selling to customers.3
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