INTERNATIONAL MARKETING

International Marketing

Assignment Part 1

Introduction

As an introduction, we would start talking about the area where the company is going to be located, so one can see the situation and the environment in which it moves, so that we better understand marketing strategies and tactics that take place. We can say that, despite the recession and sluggish consumption, Kymera wand has succeeded in keeping, overall, the market value in UK. The commitment of the major operators in the sector for the diversification of the supply of incremental value to the product, accompanied by release of the movie series 'Harry Potter', has prevented the decline of the domestic market and kept sales raising in most the product category. As stated by inventor of the wand, Chris Barnardo that “A lot of our stock is selling out so fast that we're working day and night to make sure we can supply enough wands to satisfy the appetite of Harry Potter fans” (Roberts, 2011). In this sense, wand remains the most interesting and dynamic categories, compared to the sluggishness of the most traditional. The paper will discuss the international marketing of kymera wand in Germany. Implications and strategies are discussed in detail for the kymera wand (Griffin 2009, 156).

Location of International marketing

The launch of a Kymera wand in Germany requires planning and perseverance. Success means that the product can meet the needs of consumers must have a satisfactory performance, and produce profits. The market is what determines whether a product is acceptable or not. The timing to launch a product depends on external and internal factors. Internal factors include having the company introduced an efficient logistics and distribution, have a trained group of sellers and a flexible marketing plan that includes all elements necessary for success. Properly selected market means to know people who may eventually purchase the product or service and when they will (Vaara & Seristo 2004, Pp. 1).

According to the latest data from the Germany, wands sold during 2009 a total of 172,328 products, generating a turnover of 6,600,000 million dollars, which represents a decrease of 5.2% in volume and a rise of 5% in value recorded. The total volume accounted by employers in the sector, 29% of the domestic market, where sales remained virtually unchanged over the past year (Bridgewater & Egan 2002, Pp. 56). Exports, meanwhile, follow the remarkable growth in 2009, again suffering a setback in 2010, 19.4%. Although there are many factors that influence the decline in exports are significant brake sales, a market representing nearly 45% of total exports in 2009. In terms of buying per capita in 2009 has suffered a setback of 3-5 the preceding year, a figure still well below the EU average, ranging between 60,000 and 70,000 (Czinkota, Ronkainen and Moffett 2005, 156). According to industry sources, given the importance of buying impulse in the evolution of the market that is becoming increasingly important factors such as presentation, branding and product innovation.

International marketing consists of the same principles as traditional marketing, but ...