Internationalization of a brand - the case of Nespresso
Étude de cas - 34 pages - Marketing international
First, to introduce this company one should notice that it is one of the most successful global brand that has been recently launched. Despite being physically present in only 35 countries, Nespresso is worldwide famous. Thanks to its consistent premium positioning and a long-term innovative...
Li and Fung: Case study
Étude de cas - 5 pages - Marketing international
The Chinese company Li & Fung was created in the Guangzhou area in 1906. This is a family company founded by Fung Pak Liu, the grandfather of the actual director Victor Li. The first goal of Li & Fung when it had just been created was to act as a ‘broker': Fung, who was an English speaker,...
Coca Cola and the notion of brand equity
Étude de cas - 2 pages - Marketing international
Coca Cola Company is the brand the most famous in the planet, recognized by more than 94% of the world's population. It's also one of the most important manufacturer, marketer and distributor of beverage products, including soft-drink, orange juice, water, sports drinks, tea and energy drinks....
Strategic Marketing Analysis of Coca-Cola Enterprises, Thomson Reuters, Rolls-Royce and Skandia
Étude de cas - 3 pages - Marketing international
Coca-Cola is the first company in the world selling sparkling beverages. The company is at the head of more than 500 sparkling drinks brands in more than 200 countries worldwide. The diversity of regions and culture (including buying behavior, occasions, religion, beliefs etc) are parts of the...
McDonald's - International Development Strategy
Étude de cas - 19 pages - Marketing international
Created more than 50 years ago, McDonald's is the first fast food chain in France today. The first restaurant, established in 1937, was only a simple 'drive-in movie theater' managed by the brothers Richard and Maurice McDonald in the Illinois in the United States. The empire...
Coca Cola - presentation of the company and its strategy
Étude de cas - 12 pages - Marketing international
The Coca-Cola Company is one of the largest manufacturers, distributors and marketers of non-alcoholic beverage concentrates and syrups in the world. The Coca-Cola product was invented in May 1886 by pharmacist John S. Pemberton in Atlanta, Georgia. The brands of the Coca-Cola Company represent...
Management des ventes et du personnel - exemple de l'entreprise "World of Organics", spécialisée dans la distribution de produits organiques
Étude de cas - 7 pages - Marketing international
Our company, "A World of Organics” is a distributor of organic products. It produces its food and drink in Eastern Europe and sells them to retailers in Europe. Although not currently selling products in the United Kingdom; we seek to establish ourselves on the UK market. Knowing that we...
The Evolution of Public Relations In South Korea
Étude de cas - 7 pages - Marketing international
The term 'Hong Bo' is used in South Korea as a substitute for the term 'public relations' and it can be described as a disseminating information in a wide coverage using mass media. 'Hong Bo' refers to publicity activities. The publicity dominates the public relations...
Michelin in the land of the maharajahs: case study
Étude de cas - 4 pages - Marketing international
When segmenting the (Indian tyre) market three things need to be considered; products, technologies and clients. Products in the Indian tyre market are commercial tyres, car tyres, two wheeler tyres, three wheeler tyres, agricultural tyres, off the road tyres and LCV tyres. To limit the number...
Simulación de la exportación de las galletas típicas belgas, los speculoos, en China
Étude de cas - 10 pages - Marketing international
En este trabajo, vamos a explicar las diferentes etapas que seguimos para poder exportar nuestro producto en China. Nuestro producto es una galleta belga, el speculoos. Elegimos de analizar el mercado chino por varias razones. Podemos empezar con el hecho de que se puede encontrar el speculoos en...
The US airlines industry in 2002
Étude de cas - 7 pages - Marketing international
Michael Porter's famous five forces of competitive position model provide a simple perspective for assessing and analyzing the competitive strength and position of a corporation or industrial organization. Let us consider these concepts of industry analysis in the context of the US airlines...
IKEA in China
Étude de cas - 14 pages - Marketing international
Managing across cultures is a priority for companies that pursue an internationalization strategy. The case of the Swedish furniture company IKEA illustrates the complexity of this process. The Swedish company IKEA, which pioneered flat-pack design furniture at affordable prices,is the...
Burger King in South-Africa
Étude de cas - 14 pages - Marketing international
Burger King was established in 1954 in Miami, Florida, by James McLamore and David Edgerton. They were among the pioneers of fast food. The Whopper , launched in 1957, was an instant success, and is today the emblem of the brand. Burger King quickly distinguished itself by its unique taste and...
Loïc Raison to the States
Étude de cas - 21 pages - Marketing international
As an assignment of the international marketing seminar, I have chosen a French company which is producing hard cider. Because I come from Brittany, on the west coast of France, I decided to choose the specialty of my region, le cidre (hard cider). This alcoholic beverage is a specialty of the...
Pineau des Charentes : « Château de Beaulon » Launching the product in Romania
Étude de cas - 3 pages - Marketing international
Pineau des Charentes is regional French aperitif, made in the departments of Charente and Charente-Maritime in western France. Whilst popular in Charente, it is less well-known in other regions of France and somewhat uncommon abroad. But still, 25% of the production is exported to countries such...
Starbucks Coffee Corporation
Étude de cas - 19 pages - Marketing international
Starbucks Corporation sells authentic coffee with more than 13,000 coffee shops in more than 41 countries. It has 4200 licensed franchises and 6000 outlets that are the property of the company. The main objective of the company is to establish Starbucks as the most recognized and respected brand...
What approach Mission Rubber Technologies Corporation should use with CHP?
Étude de cas - 6 pages - Marketing international
International trade is, by nature, logical and systematic. Although in many aspects it is similar to conventional, domestic trade, it does demand more from companies such as Mission Rubber, from initial market research, through the different methods of distribution, to securing payment from...
First Pacific Company
Étude de cas - 16 pages - Marketing international
First Pacific Company Ltd (FPC) is a Hong Kong public listed holding company with business interests in telecommunications, infrastructure, consumer food products and natural resources. FPC started in 1981 as a small Hong Kong-based financial services company established to allow four of...
Setting-up of Kanabeach in Australia
Étude de cas - 25 pages - Marketing international
We are a part of KanaBeach, a small French company that specializes in the creation of surf-wear and surf-wear oriented products. Our company intends to penetrate the Australian market in June 2010. Australia owns the three major brands on the global market, namely, Quicksilver, Billabong and Rip...
Total : a success based on the brand development strategy
Étude de cas - 6 pages - Marketing international
The company was born in 1924 after Raymond Poincarré, the French president, asked Ernest Mercier to create a French oil company. In 1973, the significant growth of the activity enabled the French company to be present all around the world in the Middle East, North America, Oceania, Europe and...
Is Nestle's Strategy the Right One To Curb Poverty in Africa?
Étude de cas - 13 pages - Marketing international
Nestlé has been actively involved in Africa since the 1880's. Little by little local populations have integrated Nestlé in their everyday life. Nestlé now spreads its activities through the whole African continent. The firm mainly sells food products (coffee, corns, and dairy products). Here...
Taillefine Fiz in Lebanon, 2009
Étude de cas - 14 pages - Marketing international
I will set up a marketing plan to establish the Brand Taillefine Fiz in Lebanon. I have chosen Lebanon because Lebanese girls are very interested in diet and health care products. Thus it is a good way to introduce this brand in the Middle East in order to conquer the Middle East market....
Rosendahl's case
Étude de cas - 17 pages - Marketing international
This project is written based on Rosendahl A/S where, we as consultants need to cope with the different types of problems that company is faced with. Rosendahl is a design company that unites many well known Danish designers. Recently the company has signed a contract with the Danish Stones...
Harboe : implant a Danish brewery in the French market
Étude de cas - 32 pages - Marketing international
To export beers in the French market is quite different than selling it in Denmark. The concept of the company is selling a very wide range of products. Due to the success achieved in other Nordic Countries we thought it would be interesting to see if Harboe would succeeds in the French market...
Entering the Irish Market: Le Gourmet Givre, brand of "frozen gourmet ready meal"
Étude de cas - 10 pages - Marketing international
Our company Le Gourmet Givré© is one of the biggest and most famous brand of "frozen gourmet ready meal? in France. Le Gourmet Givré was created in 1984 by Alexandre Hembert, Charles Garland and Sarah Reix, three entrepreneurs, who saw in the micro-wave democratization a huge opportunity. In...
Ryanair, a model of competitive advantage?
Étude de cas - 8 pages - Marketing international
Globalization is the "name for the process of increasing the connectivity and interdependence of the world's markets and businesses" (investorwords.com). The internationalization of trade gives to worldwide companies opportunities to grow, increase their market share and become more...
Strategic Marketing: Caroll on the chinese market
Étude de cas - 7 pages - Marketing international
Nowadays, companies are upping their competitive index in order to keep up with the globalization trend sweeping the international business landscape. A company cannot hope to survive only by opening subsidiaries in its own country. So, these companies are forced to open subsidiaries in other...
International management in the chinese market (2009)
Étude de cas - 9 pages - Marketing international
We present the case of the entry of eBay on the Chinese market and discuss the company's strategy. The case pertains to the period between 2002 and 2006, during eBay's entry on the Chinese market when it had adopted several different strategies in order to tap and snatch a share of the Chinese...
Launching of the store Ikea in India
Étude de cas - 7 pages - Marketing international
I have decided to develop Ikea in India, and think that it would be interesting to focus on the following questions: How will IKEA's products and services integrate into the Indian market? What adjustments are or will be necessary to enter the Indian market of furniture? What threats from...
AB Inbev : international marketing strategy
Étude de cas - 8 pages - Marketing international
One of the biggest trends in the global beer business has been the steady rush by the bigger brewers to establish links with local market leaders and build strong global networks to leverage the advantages of scale. Another top priority for leading brewers has been to plant footholds in markets...
