International Marketing Report Fritz Kola
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International Marketing Report Fritz Kola
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Author : Tim Buse
language : en
Publisher: GRIN Verlag
Release Date : 2012-03-28
International Marketing Report Fritz Kola written by Tim Buse and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012-03-28 with Business & Economics categories.
Master's Thesis from the year 2011 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: A, Webster Graduate School London, language: English, abstract: The Fritz-Kola GmbH is a German enterprise founded in 2003 by Lorenz Hampl and Mirco Wolf Wiegert, two students from Hamburg. The original idea behind the product was to create a cola drink that tastes different from the products of Coca-Cola or Pepsi, being less sweet with more caffeine. Focussing on the distribution through restaurants, cafés, bars and clubs, the brand became popular among the targeted group of young individualists and party-goers. It is due to that popularity, which also was supported by the trend of supporting regional brands, that Fritz-Kola’s revenues were increasing by two over three years in a row. In 2006, the company launched other beverages like lemonades and a ‘morning-cola’ that has the taste of coffee and caramel. By 2010, the company’s revenue was €2.7 million. The internationalization of its products is an on-going process. Today, Fritz-Kola is available in Germany, Poland, The Netherlands, Austria, Switzerland, Spain and Belgium. Fritz Kola is also available in the UK, but only in one restaurant, which is a German restaurant importing the product from Germany. The corporate objectives of Fritz-Kola GmbH are not to become a market leader in the segment of soft drinks, but to provide a considerable alternative to the big players like Coca-Cola and PepsiCo. For that reason, the company strives to create a diversified product portfolio under the brand name Fritz-Kola, consisting of cola lemonades.
International Marketing Strategy Of Coca Cola Company
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Author : Umut Çelik
language : en
Publisher: GRIN Verlag
Release Date : 2017-09-04
International Marketing Strategy Of Coca Cola Company written by Umut Çelik and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-09-04 with Business & Economics categories.
Seminar paper from the year 2017 in the subject Business economics - Offline Marketing and Online Marketing, ESC Dijon Bourgogne - Burgundy School of Business, language: English, abstract: The subject of the study is marketing in international markets, the subject of research is the essence and the system of it. The purpose of the paper work is to analyze the principles of international marketing, to consider this kind of activities in The Coca Cola Company. In conditions of transition to a market economy, one of the factors of effective functioning of economic entities is the access of these entities to international markets. Marketing, as experts emphasize, is not only a theoretical but also a predominantly practical discipline that arose and developed as a result of economic activity in a market. Marketing in the course of its development has widely used the advanced achievements of science, it is an arsenal of modern techniques and methods of various scientific disciplines that are used to solve a wide range of tasks. In the current conditions of development of the economic sphere of society, which are characterized by the intensification of competition in world markets, increasingly complex technological and organizational models of production, extreme information saturation and efficiency of foreign economic activity, is closely linked with the goals and methodology of using marketing tools. Moreover, its international aspects are significantly updated due to the further internationalization of the world economy, expansion of international trade, more dynamic and massive movement of capital and labor. In conditions of rapid market development, the application of marketing strategies is one of the most important functions for organizations. Every year the competitive situation grows and is increasingly complicated due to the expansion of the borders of foreign markets, the presence in the domestic market of foreign firms with significant experience of international business. In such conditions, the growth of competitiveness in demonstrated by organizations that carry out their activities not only on the domestic market, but also on foreign markets. Organizations can count on successful conduct of business in foreign markets only if they have a good knowledge of the world situation and own the economic situation in international markets, which is connected with the need to have not only advanced achievements in the production of goods but also with effective marketing abroad. Today, the study and application of international marketing by organizations in their activities becomes a necessity.
International Marketing Strategies
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Author : Christina Dost
language : en
Publisher: GRIN Verlag
Release Date : 2006-10-25
International Marketing Strategies written by Christina Dost and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2006-10-25 with Business & Economics categories.
Seminar paper from the year 2006 in the subject Business economics - Offline Marketing and Online Marketing, University of Applied Sciences Braunschweig / Wolfenbüttel, course: International Business, language: English, abstract: Since the word has both technical and political meanings, different groups will have differing histories of "globalization". In general use within the field of economics and political economy, however, it is a history of increasing trade between nations based on stable institutions that allows firms in different nations to exchange goods and services with minimal friction. The term "liberalization" means the acceptance of the neoclassical economic model which is based on the unimpeded flow of goods and services between economic jurisdictions. This led to specialization of nations in exports, and the pressure to end protective tariffs and other barriers to trade. The period of the gold standard and liberalization of the 19th century is often called "The First Era of Globalization". Based on the Pax Britannica and the exchange of goods in currencies pegged to specie, this era grew along with industrialization. The theoretical basis was David Ricardo's work on Comparative advantage and Say's Law of General equilibrium. In essence, it was argued that nations would trade effectively, and that any temporary disruptions in supply or demand would correct themselves automatically. The institution of the gold standard came in steps in major industrialized nations between approximately 1850 and 1880, though exactly when various nations were truly on the gold standard is contentiously debated. In the "First Era of Globalization" is said to have broken down in stages beginning with the First World War, and then collapsing with the crisis of the gold standard in the late 1920s and early 1930s. Countries that engaged in that era of globalization, including the European core, some of the European periphery and various European offshoots in America and Oceania, prospered. Inequality between those states fell, as goods, capital and labour flowed remarkably freely between nations.
International Marketing Strategies To Go Global
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Author : Lina Gertzmann
language : en
Publisher: GRIN Verlag
Release Date : 2021-10-05
International Marketing Strategies To Go Global written by Lina Gertzmann and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021-10-05 with Business & Economics categories.
Seminar paper from the year 2020 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 2.0, Ruhr-University of Bochum, language: English, abstract: The term paper deals with business and marketing in times of globalization. In view of the process of technical progress and globalization, strategies to assert oneself on the world market are indispensable. As one of the well-known companies on the global market, Coca-Cola has various concepts in order to remain competitive. The aim of this term paper is to give the reader an overview of the origins of the company, to examine the strategies that are important in the context of the globalized market, and to observe in how far they are used by Coca-Cola. An excursus on McDonald's as another example of a global corporation is intended to offer a comparison and to illustrate the extent to which the approach of the fast food chain differs from the one of the soft drinks manufacturer.
Market Entry Strategies
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Author : Viktor Tielmann
language : en
Publisher: GRIN Verlag
Release Date : 2010-07-29
Market Entry Strategies written by Viktor Tielmann and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2010-07-29 with Business & Economics categories.
Research Paper (undergraduate) from the year 2010 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,0, University of Applied Sciences Fulda, course: International Marketing Management, language: English, abstract: Globalization has increased the competition amongst firms. There are more and more companies which are motivated to conquer foreign markets and enlarge their presence on these markets. For multiple reasons, companies adopt modes to enter foreign markets and find new channels of distribution. Choosing the right and appropriate market entry strategy has a growing importance. As a matter of fact, companies should align their strategy to their objectives and adapt them to the foreign markets environment. There are numerous different entry strategies which are all linked to different entry modes, different amounts of risks or costs. From the least costly mode to the most expensive one we distinguish three main strategies: Export is characterized by the transportation of finished goods from one country to another. The distribution on site is done by an intermediary or by foreign based distributors or agents. Joint Venturing includes different characteristics of various joint contracts with firms to produce or promote services or products. Direct investment is, when a company decides to invest directly into a foreign country by either establish an assembly operation, a wholly-owned operation as well as a merge or an acquisition. Each of the market entry strategy has both, advantages and disadvantages. The less costly the strategy is, the less control the company has over the distribution channel. Consequently, the company depends more or less on foreign institutions or foreign partners. All in all a company has to figure out for itself which strategy to choose, according to its particular situation, financial as well as economical and environmental. Therefore, before entering a market, a previous comprehensive research and analysis of the target market and its economic environment is indispensable to achieve a successful launch into an unknown market.
International Marketing
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Author : Hans Mühlbacher
language : en
Publisher: Cengage Learning
Release Date : 1999
International Marketing written by Hans Mühlbacher and has been published by Cengage Learning this book supported file pdf, txt, epub, kindle and other format this book has been release on 1999 with Business & Economics categories.
In the age of globalism, international marketers need to adopt a global perspective if they are to compete successfully. International Marketing: A Global Perspective starts from the premise that any firm - regardless of size - can compete globally. The challenge for todayÂ's manager is to identify and seize the opportunities most appropriate to their company. International Marketing: A Global Perspective examines the main issues facing companies that want to compete successfully in the global marketplace. It combines extensive coverage of the relevant theories with a practical approach to the issues. Written in a clear and accessible style, it is divided into several sections covering: assessing a potential market economically, culturally and politically; identifying cultural similarities and differences; deciding which products to market internationally and how to price and promote them; motivating marketing managers to compete globally; building and implementing successful marketing strategies - from making strategic decisions and choosing market positions and entry methods to developing a marketing plan. Using real-world case studies and vignettes centred on contemporary problems and issues, International Marketing: A Global Perspective will be ideal for undergraduates, MBA students and students following executive courses in international marketing or strategy.
The Development Of An International Marketing Strategy For Zevia On The Soft Drink Market In Germany
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Author : Viktoria Arnold
language : en
Publisher: GRIN Verlag
Release Date : 2016-11-15
The Development Of An International Marketing Strategy For Zevia On The Soft Drink Market In Germany written by Viktoria Arnold and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016-11-15 with Business & Economics categories.
Bachelor Thesis from the year 2016 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 9,2, , language: English, abstract: This thesis represents an in-depth market insight on the German beverage market for the American company Zevia. Considering the theoretical background particularly focusing on the issue of standardization or adaptation of an international marketing strategy, the author suggests in the event of entering the German market to especially adapt 3 out of the 4 marketing mix elements, namely price, promotion and place. Special attention should be drawn to an alteration of Zevia’s promotion and price policies. However, the German beverage market constitutes a tough external environment for the realization of a market penetration and awareness creation for Zevia’s soft drink. Overall the German market can be described as saturated, diversified and one conferring high bargaining power to supermarkets. All these factors represent an obstacle for Zevia to enter this market, despite the German food and beverage industry being highly receptive to new and innovative products. This openness derives from the trend detected in Germany (and globally) towards the increased request for health and wellness products. However apparently despite this trend the German market for low calorie lemonades is declining and the perception of stevia as a sweetener is rather negative. These facts have also been proven in a thesis intern online survey. Zevia is recommended to only penetrate the German beverage market under specific circumstances named in this thesis while considering the author’s proposals in reference to its marketing mix elements.
International Marketing Strategy
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Author : Chris Phillips
language : en
Publisher: Routledge
Release Date : 1994-01-01
International Marketing Strategy written by Chris Phillips and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 1994-01-01 with Export marketing categories.
International Marketing Plan For Volkswagen
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Author : Christian Baumann
language : en
Publisher: GRIN Verlag
Release Date : 2009-08-20
International Marketing Plan For Volkswagen written by Christian Baumann and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2009-08-20 with Business & Economics categories.
Seminar paper from the year 2009 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,2, , language: English, abstract: In 2007 the Volkswagen group with its headquarters in Wolfsburg, Germany sold 6,191,618 vehicles worldwide and 329,305 employees generated a sales revenue of 108,897,000€ with an operating profit of 6,151,000€ which in turn resulted in a profit after tax of 4,122,000€.1 The group is divided into two divisions, namely the automotive one, accounting for 91% of total revenues plus the financial one, contributing 9% to the total turnover. Within the automotive sector, the company markets its vehicles under brands like, VW passenger cars, Audi, Bentley, Bugatti, Lamborghini, Seat and Skoda. In 1984, Volkswagen as the first western auto maker, began its operational activity in China. When it entered the market it had to form a joint venture with a Chinese company to produce cars. By now the group has thirteen representative companies. Due to its early engagement in the biggest Asian market, it reached a leading position which despite some previous challenges lasted until today. For example, the corporation sold 910,000 vehicles (VW + Audi) in Hong Kong as well as in the mainland of China which resulted in a market share of 17.8% in 2007.2 Therefore, China is (yet) after Germany the second most important market for Volkswagen, representing almost 15% of the company car sales. In the following international marketing plan, the author will describe how to increase car sales and boost market share up to 20% over the next 2 years with the introduction of a new small light weight hybrid car, the Volkswagen Cotha. [...]
Nestle S Practices In The International Marketing Management
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Author : Ali Al Ghail
language : en
Publisher: GRIN Verlag
Release Date : 2023-05-09
Nestle S Practices In The International Marketing Management written by Ali Al Ghail and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2023-05-09 with Business & Economics categories.
Submitted Assignment from the year 2022 in the subject Business economics - Market research, , course: MASTER IN THE INTERNATIONAL BUSINESS ADMINISTRATION, language: English, abstract: This report has evaluated and analyzed the international marketing management practices of the company Nestle. It has started with providing a clear picture of the company, such as its product portfolio, vision, mission, brands, values, and corporate business principles. It identifies the international marketing strategies that Nestle uses, which include the 7 Ps of marketing mix strategies and the STP marketing model. The paper highlighted three issues the company faces in the international marketing environment. These include the political conditions and instability that create new laws, the economic conditions of the various countries and the social and cultural factors, using Nestle India's Maggi Noodles event in 2015 as an example. It also showed, that it depended on the localization approach and an acquisition strategy to expand and enter new international markets. While the best international entry methods for the company are joint ventures, foreign direct investment and wholly owned subsidiaries, applying the Porter Model and Ansoff Matrix together for selecting the international market entry and developing the strategy of entry successfully is also important. Moreover, the report showed brand management through the CBBE model and applied it to the Cerelac brand category of Nestle Company. It also discussed how to develop the new brand strategy and apply it to the new Life Cuisine brand of the company. It also discussed the NDP process and its key strengths, which involve increasing the competitive advantage, quality, and value of the company, as well as its weaknesses, which include its complexity and risk, changes in the sourcing of ingredients, and shelf-life stability. Furthermore, this study provided new international marketing strategy recommendations for expanding the business of Nestle in the international marketplace. After that, it devised an international marketing plan for launching a new food product at Nestle successfully. The plan showed how to implement the strategy from the first to the last step, involving timelines, key players, and actionable tasks.