The paper includes a company analysis of Almdudler-Limonade A. & S. Klein GmbH & Co KG and the target country selection for Almdudler to expand into a foreign market. A strategic plan is created encompassing the entry strategy, segmentation, targeting and positioning as well as an analysis of potential competitors in the selected New Zealand beverage market. Subsequently, an international marketing plan with product, promotion, price and distribution strategy is developed followed by a conclusion.
Inhaltsverzeichnis (Table of Contents)
- Company Analysis
- Target Country Selection
- Strategic Plan
- Entry Strategy
- Segmentation, Targeting and Positioning
- Analysis of Potential Competitors in the Market
- Marketing Plan
- Product Strategy
- Promotion Strategy
- Price Strategy
- Distribution Strategy
- Conclusions
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This assignment aims to develop a comprehensive international marketing plan for Almdudler, an Austrian soft drink, for entry into a new overseas market. The report utilizes a systematic approach, first analyzing the company's strengths and weaknesses, followed by a rigorous market selection process. The chosen market is then assessed for its potential, competitors, and consumer preferences. The plan culminates in the formulation of a strategic marketing mix, including product, promotion, price, and distribution strategies.
- International Market Selection
- Marketing Plan Development
- Competitive Analysis
- Target Market Segmentation and Positioning
- Product and Branding Strategy
Zusammenfassung der Kapitel (Chapter Summaries)
The initial chapter delves into an analysis of Almdudler, exploring its brand identity, product offerings, and existing market presence. This lays the foundation for understanding the company's capabilities and potential for international expansion. Chapter two focuses on selecting the ideal target country for Almdudler's entry into a new market. This involves a meticulous process of evaluating various countries based on economic indicators, cultural considerations, and market potential. It explores the criteria used to narrow down the choices and ultimately arrive at the chosen country. Chapter three elaborates on the strategic plan for Almdudler's entry into the chosen market, outlining the entry strategy, segmentation, targeting, and positioning tactics, and analyzing potential competitors within the market. This section provides a comprehensive roadmap for launching Almdudler's brand successfully. Chapter four delves into the details of the marketing plan, including product strategy, promotion strategy, price strategy, and distribution strategy. This section examines the key marketing tools and tactics that will be employed to reach the target audience and achieve the desired market penetration.
Schlüsselwörter (Keywords)
The central focus of this assignment is on international marketing, specifically the process of launching a new product into a foreign market. This involves a combination of marketing strategies, including market research, consumer behavior analysis, competitor analysis, product positioning, branding, and promotional activities. Key themes include market segmentation, targeting, and positioning; international market selection; entry strategies; marketing mix development; and competitor analysis. The report utilizes various tools and frameworks, including PESTEL analysis, SWOT analysis, and the Hofstede cultural dimensions, to gain a comprehensive understanding of the target market and develop a successful marketing strategy.
- Citation du texte
- Laura Hins (Auteur), 2023, International Marketing Plan for the Introduction of Almdudler in the New Zealand Beverage Market, Munich, GRIN Verlag, https://www.grin.com/document/1378798
