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Marketing and Global Business Assignment

   

Added on  2021-04-17

17 Pages3854 Words123 Views
Running head: Marketing and Global BusinessMarketing and GlobalBusiness

Marketing and Global Business 1Executive Summary International Marketing refers to export, franchising, joint venture or direct entry of the goodsand services of the organization into other country. This can be accomplished throughexporting the product of the company to another location, entering the target country through ajoint venture with the firm of that country or through foreign direct investment into the targetcountry. The marketing mix of the target country can be developed by utilizing the existingmarketing strategies or through adopting relationship strategies such as localization, localproduct offerings, pricing, production and distribution with certain offers, and promotions.International marketing takes advantage of global operational variations, likenesses andprospects to accomplish the global objectives. So, a report would be formulated regarding the implementation of the principles of InternationalMarketing and Global Business on the business strategies and operations of Kawan Food Berhad,which is Malaysia’s leading exporter and biggest manufacturer of frozen food in Asia. Also, therecommendations would be given to develop and improve them further.

Marketing and Global Business 2ContentsIntroduction.................................................................................................................................................3Part A..........................................................................................................................................................4Global economic environment.....................................................................................................................4Lessons learned.......................................................................................................................................4Recommendations...................................................................................................................................4Social & cultural environment.....................................................................................................................4Lessons learned.......................................................................................................................................4Recommendations...................................................................................................................................5Global information systems & market research...........................................................................................5Lessons learned.......................................................................................................................................5Recommendations...................................................................................................................................6Segmentation, targeting & positioning........................................................................................................6Lessons learned.......................................................................................................................................6Recommendations...................................................................................................................................8Part B...........................................................................................................................................................9Global market entry strategies: licensing, investment and strategic alliances..............................................9Lessons learned.......................................................................................................................................9Recommendations...................................................................................................................................9Brand & product decision in global marketing............................................................................................9Lessons learned.......................................................................................................................................9Recommendations.................................................................................................................................10Global marketing channels & physical distribution...................................................................................10Lessons learned.....................................................................................................................................10Recommendations.................................................................................................................................11Global marketing communications decisions............................................................................................11Lessons learned.....................................................................................................................................11Recommendations.................................................................................................................................12Conclusion.................................................................................................................................................13References.................................................................................................................................................14

Marketing and Global Business 3Introduction International Marketing is the procedure for modifying the strategies of the company to adapt theconditions in the other countries. It is the process of creating relationships through planning,executing and regulating the strategies of pricing, promotion and distribution of ideas, productsand services to create mutual exchange which satisfy individual and organizational necessitiesand goals (Kozak et al., 2015). These principles can be applied to Kawan Food Group which is the leading exporter andmanufacturer of frozen food in Asia. It is headquartered in Shah Alam, Selangor. It is known forproviding safe, authenticated and quality products at nominal prices to its customers. The reasonbehind its growth is that is committed to the values of excellence, creativity, consistency,development, and good citizenship (Kawan Food Berhad, 2013).Its vision and mission statements attribute to its goal of becoming a famous and reliablecompany in the food and beverage industry. It aims to expand its business internationally. So, in this report, the various aspects of international marketing would be implemented onKawan Food Berhad. The various aspects of its business strategies such as its operations andstrategies regarding global, social, cultural and economic environment and information andmarketing research systems would also be analyzed and recommendations would be given todevelop them further.

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