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International Strategic Marketing Assignment

   

Added on  2021-02-20

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INTERNATIONALSTRATEGIC MARKETING
International Strategic Marketing Assignment_1

TABLE OF CONTENTSINTRODUCTION...........................................................................................................................3MAIN BODY...................................................................................................................................3The marketing strategy of Heaven.........................................................................................3The sustainability of the marketing strategy..........................................................................5Three macro environmental challenges faced........................................................................5Other challenges in micro environment.................................................................................6Management of these challenges............................................................................................7Long term aim of the business................................................................................................7CONCLUSION................................................................................................................................8REFERENCES................................................................................................................................9
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INTRODUCTIONMarketing is defined as the strategy which is used by different companies in order togenerate awareness about the product and services of the company. International strategicmarketing refers to as the use of different marketing principles and techniques which thecompany uses in order to market and promote the products and services in the internationalmarket. The present case study is based on the case study on Heaven restaurant and bar which issituated in Kigali. The restaurant is owned and managed by Alissa Ruxin who is an American.The report focuses on the marketing strategy used by the restaurant and the evaluation of themarketing strategy (Morschett, Schramm-Klein and Zentes, 2015). In this report discussion will be done that whether the strategy is sustainable or not for therestaurant. Further, the assignment will discuss about the macro environmental challenges whichthe Heaven faced. Also, along with this a discussion on the different micro environmentchallenge will be done. In the next part how the restaurant was able to manage the challengeswill be discussed and evaluated. In the end the long term plans of Heaven restaurant will bediscussed and an evaluation of the possibilities of the option will be discussed in accordance withthe environment.MAIN BODYThe marketing strategy of HeavenMarketing is the promotion of the goods and services of a company in the market so thatthe sales and business of the company increases. For marketing of the product it is very essentialfor the company to make a marketing strategy to launch the product or the services within themarket. It is so because of the reason that if the marketing strategy will not be good then noconsumer or other person will like the products of the company. Therefore, for Heaven restaurantand bar the marketing strategy includes two different strategies that is the STP and the marketingmix. The detailed marketing strategies of Heaven restaurant sre discussed in the following pointsbelow-STPSegmentation- this is a strategy where the Heaven decides to segment its consumers onsome common basis. This segmentation is done in order to divide the consumers in somecommon groups on the basis of some common characteristics (Moutinho and Vargas-Sanchez,eds., 2018). These can be many like same age, taste, gender, area and many different
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