Birmingham City University: Celsius Drink International Marketing Plan

This report provides a comprehensive international marketing plan for Celsius fitness drink, focusing on its potential entry into the Hong Kong market. The plan begins with an introduction to the brand, its features, and marketing objectives, followed by an analysis of Foreign Direct Investment (FDI) as an entry mode and distribution strategies. A detailed SWOT analysis identifies the brand's strengths, weaknesses, opportunities, and threats within the Hong Kong market. The macro-environment is assessed using the PESTLE framework, examining political, economic, social, technological, environmental, and legal factors. The competitive landscape is evaluated using Porter's Five Forces model. Furthermore, the report explores customer value creation through Porter's Value Chain model and outlines segmentation, targeting, and positioning strategies. Finally, the marketing objectives and marketing mix strategies are presented, considering different stages of the product life cycle, providing a strategic roadmap for the brand's international expansion.