Pearson BTEC HND Unit 40: International Marketing Report for Iceland

This report provides a comprehensive analysis of Iceland's international marketing strategy. It begins with an introduction to international marketing concepts and the company profile. The main body delves into the scope and key concepts of international marketing, the rationale behind international expansion, and the opportunities and challenges faced. The report then examines market selection criteria, including market and environment analysis, competitive analysis, and differentiation analysis. It explores various market entry strategies, advantages, and disadvantages. The report also addresses the global versus local debate, product, price, promotion, and distribution strategies, and the application of the marketing mix in international contexts. Furthermore, it analyzes different international marketing approaches, home and international orientation, and competitor analysis. The report concludes with recommendations for the organization's structure and overall international marketing approach.