Discuss the following:
International Marketing Plan for SABMiller Plc
Create a marketing strategy document for the company's international marketing programme with specific focus on how this strategy affects its organisational structure.
In particular,the strategy document should contain the following four sections. Some keywords are provided for each section:
1. Current Marketing Techniques
The most obvious advantage of marketing internationally is the expansion of a company's market. Expanding the places where a company does business and advertises its products and services opens up a larger customer base and potentially greater profit margins.
Explain the degree to whichSABMiller Plchas successfully implemented market expansion. What could it do different? How could it improve?
2. Brand Reputation
International marketing can have a unique advantage of helping to boost a brand's reputation. Right or wrong, customers perceive a brand that's selling in multiple markets to be of higher quality and better service than brands that just sell locally.
Describe how SABMiller'sbrand reputation is currently being affected, both positively and negatively, by its international marketing strategy.
3. Networking Opportunities
Expanding into a international market gives a business the distinct advantage of connecting with new customers and new business partners. Explain the current and potential benefitsSABMiller Plcis experiencing from networking.
Are there any negatives to the locations where it does business - such as higher tax rates, language barriers, etc? Use marketing tools to explain your discussion.