MPK736: Capilano Honey's International Marketing Plan for China

This report presents an international marketing plan for Capilano Honey Limited, focusing on its export strategy to China. The executive summary provides an overview of the report's key issues and recommendations. The report begins with an introduction and background of Capilano Honey, followed by an analysis of the target country, China, including its history, culture, and a PESTEL analysis. The report also includes an in-country competitive analysis, financial information, and a target market analysis. A SWOT analysis, international marketing objectives, and recommended marketing strategies are provided. The marketing mix strategies, budget assumptions, and a flowchart of activities are also included. Finally, the report concludes with implementation and control measures.