International and Global Marketing:
Joe’s Ice Cream (see www.joes-icecream.com) is a highly successful, quality ice cream company. You have been asked by the new Managing Director who has been successful in domestic markets and now wishes to venture abroad, to help grow the business by identifying a new market offering (Piercy 2009). The company is considering entry to a major European country and/or an Asian country but has requested some initial advice from you.
The main focus of your report should be to explain to the company concerned the major challenges facing companies entering into the international market for the first time. You should do this by clearly explaining the main theoretical concepts regarding international and global marketing and the complexities of the international environment AND applying them specifically to this scenario.
The two markets under consideration should be analysed and evaluated.
The report should include:
1. A tailored macro-environmental (PESTEL) analysis showing sources of information from acceptable and reliable sources AND highlighting the key issues facing the company.
2. A discussion about the possible competitive strategy that the company needs to follow, evaluating the opportunities and dangers that the company may face, (think about the segmentation, targeting and positioning strategy)
NOTE that positioning means that you need to discuss your competitors)
3. Given your choice of market, what market entry methods would you suggest and why?
4. Specific recommendations of the market offering for the proposed target audience (What sort of market offering will you develop? Given your positioning, what sort of pricing will you employ given the target audience(s), what distribution channels and how will you promote/communicate the products / brand? Think about your integrated Marketing mix activities.
You should do this by clearly explaining the main theoretical concepts regarding international and global marketing and the complexities of the international environment AND applying them specifically to this scenario.
Your word-processed report (approximately 3000 words in length)