INTERNATIONAL MARKETING

International Marketing Plan

Executive Summary1

Introduction2

International Marketing3

Country of Choice and Analysis3

Increasing outlets5

Consumer appeal5

Market research6

Market entry mode7

Segmentation, Targeting and Positioning8

Segmentation8

Targeting8

Positioning9

Distribution10

Marketing mix decisions10

Product Decision10

Place11

Location11

Promotion12

Promotion Cost12

Opportunity in Pakistan12

Financial Expenses13

Implementation and Management Controls14

References16

Appendix 118

Appendix 220

Appendix 321

International Marketing Plan

Executive Summary

There are many firms that are looking to move abroad apart from doing business in the country of origin. Same is the case with the Wendy's Fast Food; this chain is already operating on the global level but still wants to expand in other regions due to the attractive market features. The region firm has selected to step in is the Southern region in which the firm is going to start its businesses in the Pakistan. The fast food industry in Pakistan is increasing at a high pace due to the increasing busy life of the people of Pakistan. Apart from this, the youth in Pakistan prefers consumption of the fast food frequently because they consider this as the most common outing or the source of hangouts. The company will be operating with less extensive marketing first to have a good idea of the market and then will make certain decisions regarding the expansion and growth in Pakistan. The firm will be offering a changed menu in Pakistan according to the tastes of the consumers of the fast food in Pakistan.

Introduction

Wendy's Fast Food is a chain of international restaurants which was established in 1969 Dave Thomas who was the sole founder of this fast food restaurant. It is now a publically traded company after being merged with Triarc Company which is a parent company of Arby's. Majority of the outlets of the Wendy's are located in North America with about 6,600 locations all over the globe and up till the year 2010 the Wendy's was the third largest fast food chain in the world with respect to the locations and sites in different countries (Wendy's Corporation).

The official name of Pakistan is Islamic republic of Pakistan, is a South Asian country having a population of about 180 million people and also enjoys an important strategic position in Asia. The population of Pakistan consists of several different cultures, ethnicities, races, sects and traditions with varying consumption behaviours.

International Marketing

Marketing explains marketing as a process of management for anticipating, recognizing and satisfying customers' needs profitably. International marketing engaged in emphasizing on needs and wants of the targeted customers, fulfilling organizational aims and objectives, analyzing and adopting the best method in order to cater customers need and wants and is liable for orienting firm towards the process to provide those satisfactions (Doole, 2008, p. 3). A company whether or not wants to participate openly in international business, that company cannot get away from increasing international business competition (Ghauri, 2009, pp11).

International marketer's job is more complicated because they face domestic and international pressure at a time. Perhaps cultural adjustment is more crucial task and important one. In dealing with a market which is unfamiliar, then marketer should be aware of the internal and external forces in order to make potential decision, ...