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International Marketing Plan Essay

4906 words - 20 pages

Table of ContentsPreliminary International Marketing Plan 3Research & Development: 3Cultural Awareness: 4Legal Issues: 7Human Resources Management: 9Information Technology: 10Product Adaptation: 10Future Expansion 12Financial Plan 13Pricing Policy for Market Penetration 15Financing Company Global Operations 17References 19Citations 20International Marketing PlanPreliminary International Marketing PlanAny company located in the United States (U.S.) that wishes to substantially increase return on investment, market share, and sales may have to look to international markets in order to provide the necessary growth required by shareholders. Statistical evidence suggests that as the mature U.S. market slows to an annual growth rate of 4 percent to 5 percent, opportunities for increases abroad may provide indefinite double digit potential (Arnold, 1998). Based on this information, business executives may need to rethink their marketing strategies in order to successfully pursue these lucrative growth rates. Finding the right opportunity for the right product may take significant research into the target market's politics, economic and competitive conditions, technological infrastructure, socioeconomics, geographic conditions, transportation structure, and even religious beliefs, to name a few.In the case of Cakebread Wineries, business executives have determined that an opportunity exists to increase sales of California wine into one of the classic wine producing countries in the world: Italy. To ensure that the necessary investments made in Italy are successful, a detailed strength, weaknesses, opportunities and threat analysis (SWOT) will have to be made, resulting in the best possible strategies for the traditional marketing mix variables of price, product, place and promotion.Research & Development:To assist in this analysis it is important to understand the various elements that make up the Italian wine market. First, the history of wine is rich and deep in the European culture. It is considered a staple of life, common to every meal. Winemaking has been traced back as far as Mesopotamia 7000 years ago in the Mediterranean Basin, where it was preserved in jugs. The Greeks later spread winemaking into France and Italy, which was called Enotria; the Land of staked vines. It was here that Italy was key in changing growing techniques by keeping vines trellised off the ground, making it taste better than Greek wine. By the Middle Ages vitis vinfera was planted extensively throughout Italy, France and Germany. The wine plant grown in Europe is known as "vitis vinifera" or the "winebearer" (Masciana,1996).In addition to international trading advantages, California wine exports are currently on the increase, with exporting reaching an average of thirty-three billion dollars a year. Until recently, the European market has been somewhat beyond reach to domestic wines. It is now becoming an untapped market. However, even though this market will only...

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