Mr Abhi
Module: International marketing Course Name: Higher Diploma in International Business (HIBDP1254A) Name: Tor Ulrik Hillerlov Xxxx Xxxx Xxxx Xxxx
FIN/NRIC: G0980941X Xxxx Xxxx Xxxx xxxxx Name of lecture: Francis Soh Assignment Submission date: 31th may 2013
Content page
Introduction______________________________________________________________3
International Environment Internal Environment___________________________________________________3-4 External Environment__________________________________________________4-5
International Market Entry Mode_____________________________________________5
International Competitive Strategy____________________________________________6
The International Marketing Mix
Marketing mix___________________________________________________________7-8
Distribution______________________________________________________________8
Conclusion______________________________________________________________
References_____________________________________________________________
Introduction
Reuben Mattus and Rose Mattus created Haägen-Dazs 1961 in New York. Haägen-Dazs become under European control when Grand metropolitan bought Pillsbury group. Craig Whitney, director of marketing foodservice, Haagen-dasz Co.Inc., May 2005 “Häagen-Dazs is an international phenomenon. Appreciated by connoisseurs in over 900 Häagen-Dazs shops in 50 countries, our commitment to unparalleled quality, using only the finest natural ingredients from all over the world, sets the standard to which others aspire”. Häagen-Dazs target consumers are the younger generation which are fashionable and in the “income pyramid peak” which looking for the “excellent ice cream”. . In positioning the target market, for example, Haagen-Dazs’s China Road continued its inception marketing strategies. In the time when many competitors
FIN/NRIC: G0980941X Xxxx Xxxx Xxxx xxxxx Name of lecture: Francis Soh Assignment Submission date: 31th may 2013
Content page
Introduction______________________________________________________________3
International Environment Internal Environment___________________________________________________3-4 External Environment__________________________________________________4-5
International Market Entry Mode_____________________________________________5
International Competitive Strategy____________________________________________6
The International Marketing Mix
Marketing mix___________________________________________________________7-8
Distribution______________________________________________________________8
Conclusion______________________________________________________________
References_____________________________________________________________
Introduction
Reuben Mattus and Rose Mattus created Haägen-Dazs 1961 in New York. Haägen-Dazs become under European control when Grand metropolitan bought Pillsbury group. Craig Whitney, director of marketing foodservice, Haagen-dasz Co.Inc., May 2005 “Häagen-Dazs is an international phenomenon. Appreciated by connoisseurs in over 900 Häagen-Dazs shops in 50 countries, our commitment to unparalleled quality, using only the finest natural ingredients from all over the world, sets the standard to which others aspire”. Häagen-Dazs target consumers are the younger generation which are fashionable and in the “income pyramid peak” which looking for the “excellent ice cream”. . In positioning the target market, for example, Haagen-Dazs’s China Road continued its inception marketing strategies. In the time when many competitors
References: Justhaagendasz (2012) “ market strategies” available from: http://justhaagendazs.wordpress.com/market-strategies/ Justhaagendasz (2012) “Products” by Kapferer (1997) available from: http://justhaagendazs.wordpress.com/products/ HAAGEN-DASZ.COM (2011) “SHOPS” AVAILABLE FROM http://shops.haagen-dazs.com/ http://brand-audit.blogspot.sg Wikipedia of Haagen Dazs