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Academic Paper, 2017
15 Pages, Grade: 1
This report addresses the international marketing strategy of Dilmah. One of the few Sri Lankan brands that have entered the international arena, and won winning market positions in the western markets. The report firstly recognises the range of external environmental forces that impact on the international marketing environment. The political and social factors were seen to be impactful. The viability of the Watte tea, and catering to specific markets by Dilmah by respecting the culture could be seen as a key strength of the Dilmah. It was seen that Dilmah does highlight on specific halal versions for the UAE and Gulf region while cocktails and t-stores that emulate a coffee shop are common in the western countries by Dilmah.
Further, the document articulates the STP strategy. The discussion points out clearly the segmentation that is towards youth and the premium commoners in the western markets adopted by Dilmah. Innovations such as RTD (Ready to Drink) tea in the bottles have been new innovations that have been winning. The depth of the international marketing strategy and the marketing mix are critiqued. The discussion does allow for a range of sources and adoption does highlight on specifics of Dilmah. Finally, the report mentions the specific improvements and developments that are seen. The improvement on franchise based development of T-store, Development of new products and management of international divisions could be seen as a key source of developing a good international strategy.
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