(solved) International Marketing Report

Added on - 21 Apr 2020

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Running head:INTERNATIONAL MARKETING REPORTInternational marketing reportName of the StudentName of the UniversityAuthor’s note
2INTERNATIONAL MARKETING REPORTContentsIntroduction......................................................................................................................................3Industry Analysis.............................................................................................................................4Company Analysis...........................................................................................................................5Macro-Environment Analysis..........................................................................................................7Competitor analysis.........................................................................................................................9Consumer Analysis........................................................................................................................11Summary of Cultural Differences..................................................................................................12Conclusion.....................................................................................................................................14Reference list:................................................................................................................................15
3INTERNATIONAL MARKETING REPORTIntroductionThis report is written form the perspective of an externalinternational marketingconsultant forChili’s chain of restaurants. The contents of this reports include an in depthindustry analysis, company analysis, environment analysis, competitor analysis as well ascustomer analysis of the company both domestic and the international market. All theseattributes that will be discussed will give an idea about the company’s opportunities in theinternational market. It is important for a company to assess the international market beforeexpansion so as to determine the target market and the demand for the product or service that isbeing offered by the company (Stromquist & Monkman, 2014). Depending on the advantages ofthe company the opportunities follow, for example if a company has low employee turnover andgoodwill it will help the company gather resources in the foreign lands as well. The company canevaluate the cost-effectiveness of the operation of the business, a restaurant business Chili’s haveto understand the suppliers market and the customer market. International market analysis alsohelps the company prioritize its resources and use it in the most effective way. This report willhelp the company take appropriate decision for expansion in New Zealand (Home Page, 2017).
4INTERNATIONAL MARKETING REPORTIndustry AnalysisIndustry overviewChilli’s is a restaurant chain and the industry that restaurant business is categorized in ishospitality, in the US the hospitality sector is has seen a cut in the spending of the peopleespecially in travel and tourism department owing to the recession that the economy is goingthrough. But the companies are optimistic in the current financial year regarding the consumerspending. Food safety and cyber attacks are some of the areas of concern for the businessorganizations that deal with food and beverage.Growth in the industry sectorTechnology is going to play an important role in the development of the hospitalityindustry as the companies will invest in technological innovations to facilitate the objectives ofthe business. To be specific mobile applications, and the Internet of Things (IoT) is used toenhance the customer’s experience as well as record the feedbacks. Some of the directcompetitions of chilli’s in the domestic market are: Applebee's international Inc, TGIF, RubyTuesday (Travel and Hospitality Industry Outlook 2017, 2017).Competition in the Industry sector in the International marketWith globalization and advent of social media the world has shrunk in its size,international market of the hospitality industry has also received a boost from these factors.Chilli’s is an established brand and the popularity of the brand is spread world-wide with thehelp of social media specially. The international market the opportunities are immense owing tothe fact that the reach of target customers increase. People are aware and choose to experiment
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