INTERNATIONAL MARKETING

Case Study: Initial Marketing Plan for Rocco

[Name of College]

Executive Summary

Reaching to international markets has now become the main objective of many organizations. Companies are now more concerned about how to increase their rate of profit, and the only possibility they see is to get access to international markets. However, getting access to international market requires a unique marketing strategy, most commonly known as international marketing. In this study an initial marketing plan has been formulated to target France for Rocco Company a chocolate products manufacturers who is willing to expand its operation to international market and require an initial plan for international marketing. The marketing plan would be developed after examining various market factors, it has been concluded that the company should focus on French housewives as their target customers by offering unique taste and full of nutrition chocolates.

Case Study: Initial Marketing Plan for Rocco

Introduction

The progressive integration of world economy and the associated increase in the complexity of the task accomplishment pose special challenges to the management of modern enterprises. The key drivers of this process are political-administrative (successive liberalization, deregulation and privatization) and technical (improved transport, information and communication technologies). Steadily rising international commodity, financial and investment support in this global economic development and accelerate at the same time, which increases the international competition in the domestic market (Armstrong, and Kotier, 2007). This is the goal of nearly all well established firms to get market entry in foreign markets in almost all industries as a strategic imperative, while in the past the internationalization of business was only a strategic option. The international marketing, i.e. the planning, coordination and control of all the current and potential domestic and foreign markets oriented business activities for purposes of permanent satisfaction of consumer needs and the achievement of other corporate objectives, comes about as a result of these developments is particularly important. The constraints and problems of international marketing result not so much from the change in job content, but rather from its complexity. It grew in recent years, the level of economic ties between developed countries. The resulting different politico-legal, socio-cultural and economic conditions in-country markets to changing environmental factors, a higher degree of uncertainty, increased and additional risks and a wider need for information for violations. The management of the resulting from the international complexity is thus a major challenge in international marketing, can be countered by appropriate analysis, planning and control measures in cross-national context. (Earls, 2002)

The starting point of the planning process of international marketing is decision making field in the loop of international management. In international marketing it is a primarily situational analysis of the company and the relevant environmental factors. The chances of the processing of market countries must be weighed in the light of expected profits with the costs and risks, but the information is to procure the foreign market research. In a further step, the specific objectives and target systems are defined. These strategies are used to derive an international basis (particularly market choice, ...