Marketing Plan Essay

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Words: 7421
Pages: 30

INTERNATIONAL MARKETING PLAN
Term Project
By
Cherie D. Crozier

Copenhagen Business School
Dr. Marc Fetcherin
August 3rd 2009

1

Table of Content
Table of Content ........................................................................................................................ 1

Executive Summary................................................................................................................... 2

1 Company Analysis.................................................................................................................. 3

1.1 The Company................................................................................................................... 3

1.1.1 Brand Image.............................................................................................................. 3

1.1.2 Human Resource Management................................................................................. 3

1.1.3 Corporate Social Responsibility (CSR) .................................................................... 3

1.2 Organizational Structure.................................................................................................. 4

1.2.1 Internal Analysis....................................................................................................... 4

1.2.2 Production and Product Categories .......................................................................... 4

1.2.3 Target Market Profile ............................................................................................... 5

1.2.4 International Involvement......................................................................................... 5

1.3 SWOT Analysis ............................................................................................................... 6

1.4 Industry Analysis ............................................................................................................. 6

2 Global Market Search............................................................................................................. 7

2.1 Country Selection ............................................................................................................ 7

2.1.1 Region....................................................................................................................... 7

2.1.2 Country Comparison................................................................................................. 7

2.2 Criteria Selection ............................................................................................................. 8

2.3 Country Evaluation.......................................................................................................... 8

2.4 Conclusion and Recommendation ................................................................................... 9

3 Market Analysis...................................................................................................................... 9

3.1 Pest Analysis.................................................................................................................... 9

3.1.1 Czech Republic......................................................................................................... 9

3.1.2 Hungary .................................................................................................................. 10

3.1.3 Slovakia .................................................................................................................. 11

3.2 Market Attractiveness and Growth Potential................................................................. 12

3.3 Competitive Analysis..................................................................................................... 12

3.3.1 Main Competitors ................................................................................................... 12

3.3.2 Market