BUS710 Marketing in an International Environment

   

Added on  2020-03-04

10 Pages3002 Words52 Views
Marketing inanInternationalEnvironment 1
BUS710 Marketing in an International Environment_1
1. EXECUTIVE SUMMARYMarketing plan acts a guiding force and provides direction to companies regardingaccomplishing their long-term objectives and business goals. Over the past few years, marketinghas emerged as one of the most important management function which helps businesses to attractnew customers and retain the old ones. Nestle was formed in 1905, and at present, it isconsidered as the biggest food manufacturer brand in the world. The company is now lookingforward to expand its operations in a new market such as Japan. The expansion will support theorganization in increasing its volume of sales and profitability. The company’s operations in thenew market will be affected by political, legal and environmental factors. Apart from this, Nestlewill also face intense competition from food manufacturer such as Mars in the new market.2
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TABLE OF CONTENTS1. Executive summary.....................................................................................................................12. Introduction..................................................................................................................................33. Company Background.................................................................................................................3A. History of the company...........................................................................................................3B. Organizational resources /capabilities....................................................................................3C. Organizational strength and weakness....................................................................................44. Market selections.........................................................................................................................4A. Analysis of target country market micro environment...........................................................4B. Detailed micro research..........................................................................................................5C. Competitor analysis.................................................................................................................65. Conclusion...................................................................................................................................66. Recommendation.........................................................................................................................76. References....................................................................................................................................83
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