Global Marketing - Identifying markets
FUEL 4
GLOBAL MARKETING
SPENCER EDWINS
TABLE OF CONTENTS
1.0 Introduction 1
1.1 Company Background 1
1.2 Market Analysis 2
1.3 Key Facts 3
2.0 Situational Analysis 3
2.1 Key Findings 3
2.2 Strategies 4
3.0 Targeting 4
3.1 Who Is Important? 5
3.2 Customer Choice Factors/Decision Making 5
3.3 Target Marketing Strategies 6
4.0 Positioning 6
4.1 Current Position 6
4.2 Positional Changes 6
5.0 Branding 7
5.1 Commodity Slide 7
5.2 Brand Pyramid Model 7
5.3 The Whole Brand Model 7
6.0 Recommendations 8
7.0 References 9
INTRODUCTION
THIS REPORT AIMS TO PRESENT GLOBAL MARKETING OBJECTIVES, STRATEGIES AND RECOMMENDATIONS TO FUEL 4 WITH THE AIM TO AID THEIR COMPANIES GROWTH AND SUCCESS BY ENTERING A NEW MARKET OVERSEAS.
EXECUTIVE SUMMARY
Over the past two years Fuel 4 has established itself as a small but strong and reliable camping cooking stove brand in the UK; focusing on their safety and environmental friendliness. With camping and hiking holidays and festivals outbound and inbound France increasing in popularity over recent years, opportunity within this market has never been higher. According to Mintel 'The United Nations World Tourism Organization (UNWTO) ranks France as the world’s fifth most important outbound tourism market by expenditure'; due to their high level of disposable income combined with their generous holiday entitlement.
The seasonality of camping equipment gives Fuel4 a 'short but sweet' window of opportunity. Due to the product being bought by consumers with the intention of repeat usage, a high level of consideration and research into options will be carried out. SMM LECTURE BOOKLET ON CONSUMER BEHAVIOUR! Fortunately for Fuel4, their product satisfies some key customer choice factors which their closest competitors cannot, which gives them an advantage when entering the market.
GLOBAL MARKETING OBJECTIVES
GLOBAL MARKETING STRATEGY
MARKETING MIX
2.2 STRATEGIES
1
Using a SWOT analysis
GLOBAL MARKETING
SPENCER EDWINS
TABLE OF CONTENTS
1.0 Introduction 1
1.1 Company Background 1
1.2 Market Analysis 2
1.3 Key Facts 3
2.0 Situational Analysis 3
2.1 Key Findings 3
2.2 Strategies 4
3.0 Targeting 4
3.1 Who Is Important? 5
3.2 Customer Choice Factors/Decision Making 5
3.3 Target Marketing Strategies 6
4.0 Positioning 6
4.1 Current Position 6
4.2 Positional Changes 6
5.0 Branding 7
5.1 Commodity Slide 7
5.2 Brand Pyramid Model 7
5.3 The Whole Brand Model 7
6.0 Recommendations 8
7.0 References 9
INTRODUCTION
THIS REPORT AIMS TO PRESENT GLOBAL MARKETING OBJECTIVES, STRATEGIES AND RECOMMENDATIONS TO FUEL 4 WITH THE AIM TO AID THEIR COMPANIES GROWTH AND SUCCESS BY ENTERING A NEW MARKET OVERSEAS.
EXECUTIVE SUMMARY
Over the past two years Fuel 4 has established itself as a small but strong and reliable camping cooking stove brand in the UK; focusing on their safety and environmental friendliness. With camping and hiking holidays and festivals outbound and inbound France increasing in popularity over recent years, opportunity within this market has never been higher. According to Mintel 'The United Nations World Tourism Organization (UNWTO) ranks France as the world’s fifth most important outbound tourism market by expenditure'; due to their high level of disposable income combined with their generous holiday entitlement.
The seasonality of camping equipment gives Fuel4 a 'short but sweet' window of opportunity. Due to the product being bought by consumers with the intention of repeat usage, a high level of consideration and research into options will be carried out. SMM LECTURE BOOKLET ON CONSUMER BEHAVIOUR! Fortunately for Fuel4, their product satisfies some key customer choice factors which their closest competitors cannot, which gives them an advantage when entering the market.
GLOBAL MARKETING OBJECTIVES
GLOBAL MARKETING STRATEGY
MARKETING MIX
2.2 STRATEGIES
1
Using a SWOT analysis