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International Marketing Report Fritz Kola
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Book Synopsis International Marketing Report: Fritz Kola by : Tim Buse
Download or read book International Marketing Report: Fritz Kola written by Tim Buse and published by GRIN Verlag. This book was released on 2012-03-28 with total page 49 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
Book Synopsis International Marketing Strategy of Coca Cola Company by : Umut Çelik
Download or read book International Marketing Strategy of Coca Cola Company written by Umut Çelik and published by GRIN Verlag. This book was released on 2017-09-04 with total page 38 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
Book Synopsis International Marketing Strategies to Go Global by : Lina Gertzmann
Download or read book International Marketing Strategies to Go Global written by Lina Gertzmann and published by GRIN Verlag. This book was released on 2021-10-05 with total page 17 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
Book Synopsis International Marketing Strategies by : Christina Dost
Download or read book International Marketing Strategies written by Christina Dost and published by GRIN Verlag. This book was released on 2006-10-25 with total page 40 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
Book Synopsis Product-country Images by : Nicolas G. Papadopoulos
Download or read book Product-country Images written by Nicolas G. Papadopoulos and published by Psychology Press. This book was released on 1993 with total page 510 pages. Available in PDF, EPUB and Kindle. Book excerpt: This is the first-ever book about product and country images. It goes considerably beyond what was known until now about these images on buyer behavior and international market strategy. Thousands of companies use country identifiers as part of their international marketing strategy and hundreds of researchers have studied the ways in which these identifiers influence behavior. As markets become more international, the more prominently the origin of products will figure in sellers’and buyers’decisions. The time is ripe for practitioners and academicians to delve into the insights offered in this seminal volume so as to better prepare for meeting the competitive challenges of the global marketplace. National stereotyping and consumer biases in favor or against countries, based on image, have been known for some time to influence their marketplace decisions. Businesspeople who want to learn how to use country identifiers effectively, when to use them and when to avoid them, and how country images affect the behavior of consumers in their target markets will want to read this book cover to cover. Product-Country Images discusses the nature and role and influence of product-country images in international marketing strategy and consumer behavior. It is a wide-ranging and state-of-the-art book offering specific information and case studies to further understanding of the various aspects of this complex topic. Written by the world's preeminent researchers in the field from both academic and business sectors--a total of twenty-nine researchers from eleven countries--Product-Country Images presents the work of some of the best minds in the area--Johansson, Morello, Nebenzahl and Jaffe, Crawford and Lumpkin, Yaprak, Liefeld, and Wall, and the editors, Papadopoulos and Heslop, who have also authored some of its chapters. The chapters cover areas related to the main theme from both theoretical and practical perspectives and address questions of international marketing strategy, public policy, and research methodology. The subject is treated at a level suitable for business executives, public policymakers, academic researchers, and university students. Generally, the influence of product country images is so pervasive that this will be an indispensable reference and guidebook to anyone interested in understanding better, and/or enhancing the effectiveness of, international consumer behavior, international marketing, and international marketing strategy. Academic researchers specializing in country-product images, international marketing, and other fields, such as decisionmaking, cultural anthropology, international behavior, and perhaps most importantly, social psychology for international relations, will find readily applicable information and new directions for further research. International business marketing practitioners and public policymakers will find the practical information on the role and importance of country image in attracting foreign investment, promoting a nation's exports, protecting domestic markets from imports, and capitalizing on major international events for promoting national image immediately useful in formulating strategies and policies. International marketing/business students will be better prepared for a competitive world from being exposed to this field of knowledge and its implications which are relevant to many subdisciplines. The made-in notion is a matter of tremendous importance in international marketing strategy, public policymaking, and research. With this in mind, editors Papadopoulos and Heslop take special care to achieve a blend of practice and theory and of the strategic, policy, and research perspectives. As such, Product-Country Images is divided into five main sections so that readers will be able to find the information they need: In the first section, the chapters that introduce the subject, provide an overview of the field,
Book Synopsis International Marketing in a Globalized World. An Analysis of Italian Consumer Preferences by : Francesca Bradaschia
Download or read book International Marketing in a Globalized World. An Analysis of Italian Consumer Preferences written by Francesca Bradaschia and published by GRIN Verlag. This book was released on 2021-05-18 with total page 66 pages. Available in PDF, EPUB and Kindle. Book excerpt: Bachelor Thesis from the year 2021 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,0, , language: English, abstract: During the last decades, globalization has altered world economies, societies, and cultures, and thus created a new dynamic reality. Today, companies and managers are continuously faced with the standardization versus localization controversy, and even though numerous studies and theories have been published, including Theodore Levitt's renowned "The Globalization of Markets", to date, no solution has been reached. Therefore, the purpose of this study is to determine the influence of Italy's representation in marketing campaigns and thus provide a framework for managers and marketers of international as well as Italian companies who wish to market and advertise their goods and services in Italy successfully. Following the analysis of existing literature, to test the hypotheses that the greater the representation of the Italian culture and values, the higher the purchase likeliness and positive feelings associated with a campaign, an online-based survey was employed. Subsequently, the collected responses were analyzed utilizing the Wilcoxon Signed Ranked Test and the Kruskal-Wallis Statistical Test. The tested hypotheses were statistically significant, and an increase in both purchase likeliness, as well as positive feelings, was registered in marketing campaigns portraying the Italian culture. The results suggest that marketers and firms that decide to represent the Italian culture in their marketing campaigns and advertising and hence implement a localization strategy are more likely to increase advertisement appreciation along with sales. Though, having Covid-19 altered world balances, it is recommended to repeat the analysis at a distance of one year. Also, further research is essential in order to evaluate the impact of price on Italians' buying behavior, as it was not incorporated in the conducted study.
Book Synopsis International Marketing Management. The example of the Lemonaid Beverages GmbH by : Erik Hündling
Download or read book International Marketing Management. The example of the Lemonaid Beverages GmbH written by Erik Hündling and published by GRIN Verlag. This book was released on 2021-03-29 with total page 39 pages. Available in PDF, EPUB and Kindle. Book excerpt: Seminar paper from the year 2021 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,0, University of Applied Sciences Köln RFH, language: English, abstract: The goal of this thesis is to find out if Lemonaid should take the opportunity to expand internationally and which market could be entered. Furthermore, it will be established how to approach and position Lemonaid in the market and deciding which market entry mode should be used to promises the best possible success. This leads to the central question of this paper: How could a best practice strategy for an international market entry of Lemonaid Beverages GmbH look like? To answer this question, firstly the current situation of Lemonaid is assessed in terms of company resources and size as well as preparedness for internationalisation by using the Nine-Strategic Window framework. A potential market will be selected after it. In the third chapter, the market environment, the competition in the market and Lemonaid's competitive advantages in the market are analysed. For this purpose, Porter's Diamond, Porter's five forces and the competitive Triangle are used. After the assessment and the result of the analysis, the 4 P's (Product, Price, Place, Promotion) are determined based on a comprehensive SWOT analysis. Finally, the market entry mode is derived in chapter 5 in respective of all the information, analyses and data obtained. In recent years, consumer behaviour in terms of sustainability, environmental awareness and social responsibility has changed significantly. Consumers become gradually more aware of the consequences of their purchasing behaviour and pay more attention to environmental, political and social responsibility. It is assumed that this trend will continue even more in the future. Based on this development, it is expected that consumers demand for sustainable products and especially for products from companies in compliance with these mentioned values will increase strongly. One company whose strategy and vision are based on the sale of sustainable, eco-friendly and fair-trade soft drinks is the Lemonaid Beverages GmbH located in Germany. The enterprise achieved strong growth rates in sales in the last years and distributes already in some countries outside of Germany. The continuing increase in demand of sustainable products offers Lemonaid Beverages GmbH opportunities to enhance their success by expanding into new markets.
Book Synopsis Standardization in International Marketing Strategy by : Christina Liessem
Download or read book Standardization in International Marketing Strategy written by Christina Liessem and published by . This book was released on 2015-01-05 with total page 28 pages. Available in PDF, EPUB and Kindle. Book excerpt: Essay from the year 2011 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 80, Queen Mary University of London (Business School), course: International Marketing, language: English, abstract: The debate around standardization versus adaptation in international marketing consists since nearly half a decade now. The first articles regarding the question whether firms should adapt their strategy and marketing program to the local costumers needs or if they rather should focus on global standardization were published in the 1960's (e.g. Bartels, 1968; Buzell, 1968; Elinder, 1961/1965; Keegan, 1969). Since then over 300 articles address this research question and it is a never- ending debate with inconsistent findings. A recent detailed meta-study over relevant articles of the last 50 years leads to contradictory findings: Out of 274 articles published in Marketing and Management Journals, 8% recommended global standardization, 14 % favored adaption, 10 % could not give a recommendation and the majority (68%) stated that companies have to make their decision grounded on the specific situation they are in (Schmid & Kotulla, 2010). These contradictory findings in the literature alone show, that the statement "Standardization in International Marketing strategy is doomed to failure" cannot be easily agreed with. This essay has the purpose to disprove the statement and demonstrate, with the help of previous literature and practical examples, that in certain contexts and for some companies, standardization can be a successful strategy. Chapter 2 provides an overview of the debate standardization versus adaptation and the empirical results of a choice of articles. Chapter 3 explains which aspects of the marketing mix will be observed and clarifies the definition of standardization. Following in Chapter 4 two companies within the consumer goods will be presented, who clearly follow an international standardizatio
Book Synopsis Nestle's Practices in the International Marketing Management by : Ali Al Ghail
Download or read book Nestle's Practices in the International Marketing Management written by Ali Al Ghail and published by GRIN Verlag. This book was released on 2023-05-09 with total page 66 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
Book Synopsis Global Marketing Perspectives by : Jagdish N. Sheth
Download or read book Global Marketing Perspectives written by Jagdish N. Sheth and published by Thomson South-Western. This book was released on 1989 with total page 216 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Book Synopsis Issues in International Marketing Research by :
Download or read book Issues in International Marketing Research written by and published by . This book was released on 2006 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt:
Book Synopsis International Management in Service Firms by : Dirk Klimkeit
Download or read book International Management in Service Firms written by Dirk Klimkeit and published by Springer Nature. This book was released on 2024 with total page 717 pages. Available in PDF, EPUB and Kindle. Book excerpt: Zusammenfassung: This textbook examines how service firms manage their international operations. For the first time, it brings together insights from the fragmented literature on this subject into an accessible textbook. Further, it is unique in its focus on service firms' internationalization and international management. Beginning with an overview of the international environment in which service firms operate, it subsequently describes multinational service firms and their internationalization processes, strategies and organization. Unlike most texts on international services, the book goes beyond internationalization to address the ongoing management of service firms. It not only addresses functions such as global service marketing, financial management and human resource management, but also discusses aspects such as global account management, global service delivery and international project management, as well as the topical issue of managing distributed virtual teams. A dedicated chapter focuses on offshore shared services and business process outsourcing. These chapters are complemented by a discussion on international corporate governance and corporate social responsibility. The book is intended for students preparing for international careers in the service sector. Each chapter includes case studies, illustrations, highlighted definitions, a chapter summary and exercises
Book Synopsis International Marketing Blunders by : Michael D. White
Download or read book International Marketing Blunders written by Michael D. White and published by Laxmi Publications, Ltd.. This book was released on 2010 with total page 192 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Book Synopsis International Marketing by : Petr Král
Download or read book International Marketing written by Petr Král and published by . This book was released on 2010 with total page 191 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Book Synopsis Global Marketing Management by : Warren J. Keegan
Download or read book Global Marketing Management written by Warren J. Keegan and published by Scarborough, Ont. : Prentice-Hall Canada. This book was released on 1998-10 with total page 644 pages. Available in PDF, EPUB and Kindle. Book excerpt: Appropriate for upper-level college and university courses in international and global marketing. The Second Canadian Edition addresses the need to understand the global marketplace from a Canadian perspective, without being ethnocentric. It puts into practice the principal tenet of the global marketer: benefit from the similarities across diverse markets, but heed the differences. Bringing a managerial orientation to global marketing, the book covers small and large companies alike, and takes an analytical approach when necessary. Topical Canadian research findings are included to illustrate current management practice and behaviour.
Download or read book Resources in Education written by and published by . This book was released on 1995 with total page 360 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Sports Market Place written by and published by . This book was released on 1996 with total page 1416 pages. Available in PDF, EPUB and Kindle. Book excerpt:
