IMS-ASSIGNMENT

IMS-Assignment

Table of Contents

Task One: Market Selection and Destination Country3

Introduction3

Classic Cuisine3

Salient features of Classic Cuisine3

Destination Country4

Cultural Influence5

Food Market Analysis of Germany5

Task Two: Market Entry Strategy7

Marketing Mix7

Product7

Price8

Place or Distribution8

Promotion8

Marketing Strategy8

The Target market9

Positioning9

The Combination of marketing9

The Determination of the levels of Marketing Expenditure9

Marketing Plan9

Porter's Generic Strategies9

Cost leadership10

Differentiation10

Concentration10

Market Audit10

Ansoff Matrix11

Export initially to foreigners in your domestic market12

Export entirely through a “virtual” presence on-line12

Subcontract to a known international industry leader12

Establish a local office on your own12

Enter into a strategic partnership with a local firm12

Opportunities and Benefits12

Conclusion13

References14

Task One: Market Selection and Destination Country

Introduction

Global marketing is nothing however, marketing done on national and world-wide level and that involves understanding the similarities, dissimilarities and going to the opportunities to have the goal. Concentrating on global marketing is as significant as concentrating on domestic best food in the world advertising if a company is looking to increase sales.

According to Yadong (2011), selecting the appropriate strategy for market entry is critical for the sustainable success of a company. This paper from the marketing perspective will aim to demonstrate the skills and understanding acquired from the course of this module regarding marketing. To demonstrate the said skills a foreign market entry plan will be discussed for a frozen food manufacturers. The researcher has selected Classic Cuisine as the company to devise the foreign market entry plan.

Classic Cuisine

For this assignment Classic Cuisine, a frozen food manufacturer of UK has been selected. The company offers Frozen Ready Meal ranges from starter dishes to multicourse fish, lamb, beef, pork, poultry, vegetarian, multi portion and others. The company claims to blend the innovation with homemade taste to provide customers exceptional and unique taste. Classic Cuisine is a family owned business, founded by real chefs and caterers who aim to deliver to simple but high quality products to the customers (Classic Cuisine, 2012). The company aims to offer innovative products by breaking the rules of normal kitchen and introducing variation in every dish prepared. The company also serves the needs of caterers and supplies the products to them as well.

Salient features of Classic Cuisine

Specialize in supply of high quality Frozen Read Meal for food services

Started operation in 1990 with just four chefs, Classic Cuisine now employs more than 80 people

A privately owned British company

Opened a 26,000 sq ft purpose built factory in the city of Northampton in the year of 1998

The complete and highest standard of accreditation with EFSIS

Received 12 major awards in the past ten years

The company supplies over 6 million meals every year

The company has more than 70 products in the range

It is supposed that Classic Cuisine is intending to expand, and to meet this objective the company has decided to go global. The company should initially start to export its products to foreign clients first. The returns would not turn out to be satisfying in the beginning. The actual export department is usually introduced at the head office that deals with all the laws and regulations. In case managing the exports without any help, the export section of Classic Cuisine can ...