This website uses cookies to ensure you have the best experience. Learn more

International Marketing Plan Essay

5024 words - 20 pages

A brand will be focused on to create an international marketing plan. The wine brand that will be looked at is Cakebread Cellars. Cakebread Cellars are a Californian wine producer. They sell some of the finest wines only for within the US market. Over the next 3 years they are 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 features of price, product, place and promotion.SWOT Analysis:Strengths:• Cakebread is a well known premium brand within the USA; they are known to have grown their image as selling some of the finest Californian wines.• It has the capacity to expand across the globe, mainly into the Italian and other European markets.• Established for over 37 years, experience and nurturing is essential for making fine wines.• Due to its specialism in wine - it achieves high selling volumes from stores and supermarkets across the USA.• California is one of the world largest wine growing regions, which is recognisable all over the world.• Committed workforce, family business that is being sent down through generations, to carry on developing the brand.Weaknesses:• Cakebread is a premium brand commanding premium prices. As competitive pressures increase, the company could be undercut by lower price rivals.• Cakebread may only appeal in the USA the home of California wines, if expanded to Italy and Europe they may not appeal to consumers as an alternative wine due to high popularity of Classic wine European wines.• Over-dependency on wine products. Other types of alcohol beverages could pave way for further expansion.• US based company, focused on the US domestic market.• Their market share is not as high as other Californian wine makers, which could undermine the success of Cakebread.Threats:• Possible saturation in the wine market. In the US, the number of Californian wine makers has grown over the past decade, creating more competition.• Consolidation on the market, growing competition from national brands and new entrants, aggressive marketing (price wars, promotions), putting pressure on profit margins. Wine producers seek cost savings and new way to differentiate to retain consumers.• Drinking laws are getting tighter, especially in some European countries where bars are not allowed to play music past midnight. It could affect the sales they may achieve from late-night drinking.• Recession or downturn in the global economy affects consumer spending, with less disposable income to spend. Consumers could defect to lower price brands and competitors.• Raw material cost rising - Cakebread may be exposed to rises in the cost of...

Find Another Essay On International Marketing Plan

Detailed International Marketing Plan Outline II

1458 words - 6 pages IntroductionThe goal of the international marketing plan for Exquisite Wigs is to provide a direction for our marketing activities. By researching areas such as segmentation, targeting and positioning, marketing, promotional, and pricing strategies, place, and implementation and control the company will be able to achieve its goals. This marketing outline will detail what Exquisite Wills will accomplish with our international marketing strategy

Detailed International Marketing Plan Outline: Part I

1684 words - 7 pages those living in the area.Environmental AnalysisWhen determining whether or not to do business on an international level, an organization needs to conduct an environmental analysis to first understand the political risks, legal environment, economics, cultural analysis, and demand estimation of India. These factors play a large part in creating a marketing plan for GE when determining whether to sell air conditioners in India.Political RisksThe

International Marketing Plan Mission Statement and Objectives

993 words - 4 pages High Tech Air purifiers because of their low energy consumption. Ultimately, Japan is a crowded region with high levels of pollution and an elevated probability of human-to-human contact, which increases the spread of disease, making it an ideal target market for High-Tech Air Purifiers.Marketing PlanThe marketing plan objective would be to sell the air-purifying device that would target family segments, followed by the businesses segment. In order

Pure-n-Clean International Marketing Plan: Phase Two

1287 words - 5 pages Pure-n-Clean International Marketing Plan: Phase TwoPure-n-Clean water filtration systems are set to penetrate Mexican residential and tourist markets. This second phase of the international marketing plan introduces the final steps for market penetration. The plan will describe targeted market segments, explain positioning of the product, and address product, promotional, and pricing strategies. The plan also includes a brief description of

Pure-n-Clean International Marketing Plan: Phase One

1282 words - 5 pages contributes to unnecessary environmental degradation. With that, the need for better water treatment devices is becoming a phenomenon. With the increase of green marketing, water filtration devices are more popular.ConclusionProper market penetration starts with a thought-out plan. Pure-n-Clean has examined the geographic market, determining if the product is needed. The company also examined an environmental analysis to identify where help will be needed

International Marketing Plan: King International Pty Ltd Market Entry into Malaysia

7523 words - 30 pages external environmental factors, as well as the Malaysian culture and the specific needs and wants of the target consumers. This provided the foundation for the strategic marketing plan and objectives. This involved creating a marketing mix and market entry strategies that most effectively suited the Malaysian market, while at the same time ensuring the success and profitability of King International.2. Overview of Firm and ProductKing

International Marketing Plan: Mission Statement and Objectives: Marketing GE Air Conditioners in India

1237 words - 5 pages An organization that is successful in marketing has invariably started with a marketing plan. One of the first steps for that marketing plan is defining a mission statement, and knowing what the objectives of the marketing plan entail. Team A has opted to market General Electric (GE) air conditioners in India, and will initially define the mission statement and objectives needed for success. Thomas Alva Edison is credited with the founding of GE

Marketing Brief Plan International - Because I’m a girl Campaign - Global Marketing - Assignment

2139 words - 9 pages unfavorable situation of girls as young woman. It has been executed successfully throughout the years since 2007 and proved its own credibility (The state of the World’s girls 2007, 2007). Following success of the campaign, the United Nations celebrated October 11th as a key global movement for girls all around the world – an International Day of the Girls (International day of the girl child - 11 October). The plan aims to ensure that the girls

International Marketing Plan

1188 words - 5 pages IntroductionIn today's business world, often companies simply cannot stay domestic and expect to maintain and increase their markets. Organizations must decide if it is beneficial to go international, then define its international marketing policies and objectives to create an effective promotional campaign. Global companies that offer superior products for lower prices can threaten a domestic company's market. This is often a force that

Domestic and International Marketing Plan

868 words - 3 pages Breaks.(International) Team A chose to use Brazil as the International market for Coffee Break. According to World Coffee Consumption: Statistics and Trends the average Brazilian consumes 3 to 4 glasses of coffee a day and the country produces and grows the coffee beans. It is also known as the world's largest and best-tasting coffee supplier. Team A decided to form an alliance with International Coffee Organization and Coffee Plantation to supply

International Marketing - Carlsberg plan to use the World Cup to test market of new product "Golden Goal Beer" at 6 countries

5422 words - 22 pages (1999), available at: global.asp.Blair, E. (1983), "Sampling issues in trade area maps drawn from shopper surveys", Journal of Marketing, Vol. 47, Winter, pp. 98-106.Boddewyn JJ. and Grosse, R. (1995), "American marketing in the European Union", European Journal of Marketing, Vol. 29 No. 12, pp. 23-42.Boddewyn, JJ., Soehl, R. and Picard, J. (1986), "Standardisation in international marketing- is Ted Levitt in fact right?", Business Horizons, Vol. 29, pp. 69-75.

Similar Essays

Final International Marketing Plan Essay

2348 words - 9 pages Final International Marketing PlanExecutive SummaryThe Coca-Cola Company is aiming to establish the organization in a global market. In order to do this an effective international marketing plan must be developed. The market chosen for this global endeavor is France. The following marketing plan includes a variety of information on the development process. Market research is the largest aspect of creating a marketing plan. Before the Coca-Cola

Final International Marketing Plan Essay

5475 words - 22 pages Within the last five weeks Team A from the International Marketing class MKT 450 has been working on an International Marketing Plan directed towards an international demographic. Team A decided to market portable air conditioners made by General Electric to the country of India. Considering India's climate and the popularity and experience of General Electric, Team A decided that this would be a good product to promote.Within our research we

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

Digital Marketing Plan Clark's International

2985 words - 12 pages Digital marketing plans to attract online sales from a new market (12 Month Plan) for a product of Clarks International brand of FootwearExecutive SummaryClarks International, founded by Cyrus and James Clark, is known in the footwear industry niche of UK for its dedication in meeting the customer's needs of comfort and uniqueness in design in footwear. As the leading brand of footwear products in UK, Clarks International has a wide spectrum of