Development of an international marketing strategy to enter the UK market - Olive Factor
European FMCG company project:
Development of an international marketing strategy to enter the UK market
[Type the document title]
O!live Factor
Table of Contents
I.
Introduction.....................................................................................................................2
a. Summary
b. Purpose
II.
Method.............................................................................................................................3
III.
Phase I Report.................................................................................................................4
a. Company Background
b. Product Profile
c. Home Market Profile
d. Market Positioning
IV.
Phase II Report...............................................................................................................9
a. Host Market Profile
b. Competition
V.
Phase III Report............................................................................................................13
a. Market Segmentation
b. Entry Mode
c. Pricing Strategy and Plan
d. Distribution Strategy and Plan
e. Promotion Strategy and Plan
VI.
Conclusions and Recommendations.............................................................................22
VII.
Bibliography..................................................................................................................23
2
[Type the document title]
I.
O!live Factor
Introduction
a. Summary
This document intends to elaborate a successful market entry strategy for O!live
Factor in the prospect of a penetration of the UK market. The following study will, first and foremost, provide an overview of the two very different markets touched by this subject, the home, Greek, market and the host, UK, market with particular attention to consumer buying behaviour of olive tapenades, the product to be launched overseas. A review of the company’s market segmentation, target
Development of an international marketing strategy to enter the UK market
[Type the document title]
O!live Factor
Table of Contents
I.
Introduction.....................................................................................................................2
a. Summary
b. Purpose
II.
Method.............................................................................................................................3
III.
Phase I Report.................................................................................................................4
a. Company Background
b. Product Profile
c. Home Market Profile
d. Market Positioning
IV.
Phase II Report...............................................................................................................9
a. Host Market Profile
b. Competition
V.
Phase III Report............................................................................................................13
a. Market Segmentation
b. Entry Mode
c. Pricing Strategy and Plan
d. Distribution Strategy and Plan
e. Promotion Strategy and Plan
VI.
Conclusions and Recommendations.............................................................................22
VII.
Bibliography..................................................................................................................23
2
[Type the document title]
I.
O!live Factor
Introduction
a. Summary
This document intends to elaborate a successful market entry strategy for O!live
Factor in the prospect of a penetration of the UK market. The following study will, first and foremost, provide an overview of the two very different markets touched by this subject, the home, Greek, market and the host, UK, market with particular attention to consumer buying behaviour of olive tapenades, the product to be launched overseas. A review of the company’s market segmentation, target
Bibliography: Abaum G, Strandskov J, Duerr E, 2002. International Marketing and Export Management, Fourth Edition, Financial Times Prentice Hall. Buzzell R D, Quelch J A, Bartlett C, 1991. Global Marketing Management Cases and Readings, Second Edition, Harvard Business School. Craig, C S, Douglas, S P, 2005. International Marketing Research, Third Edition, John Wiley and Sons Ltd. Gatsoulis J, 2003. It’s a beautiful business. Athens News, 31 Jan, p A12. Hollensen, S, 2010. Global Marketing: A decision-orientated approach, Fifth Edition, Financial Times Prentice Hall.