International consumer behavior: India, a new line of toaster ovens
Case study - 17 pages - International marketing
The toaster oven is an appliance that constitutes a mix between a conventional kitchen oven and a toaster. It has the weight and the height of toaster and the cooking capacities of a traditional oven. Indeed, the toaster oven is smaller than a traditional one that we generally find in most of the...
International marketing plan: setting up Airwash (Electrolux) in Spain
Case study - 27 pages - International marketing
Today, Electrolux is a worldwide leading company with huge domestic electrical appliance references. The Company followed a smart internationalization strategy process which allowed it to obtain a stronger position in Europe. Moreover, environmental issues have always been very important for...
Nespresso, crisis communication report : implantation in Israel
Case study - 6 pages - International marketing
For more than 20 years, Nespresso, which is a subsidiary of the Nestlé Group, managed to transform the very bitter beverage coffee, to an elegant and pleasant product thanks to its expertise on quality coffee and coffee machines as well to its efficient marketing campaigns. With the success of...
What makes Samsung one of the world's leading companies?
Case study - 46 pages - International marketing
The Samsung group, a multinational enterprise founded by Lee Byung-Chul in 1938 in Daegu, is one of the largest multi-billion dollar corporations in the world. It is composed of numerous multinational businesses, all united under the Samsung brand. The South Korean conglomerate operates in...
Paul's marketing plan on the bakery and pastry market in Hungary
Case study - 8 pages - International marketing
In the beginning, Paul, a French pastry group, sold only bread and viennoiseries or baked goods made from yeast. Nowadays, Paul owns a large part of the bread market shares in France. In the eighties, Paul expanded its range of products by launching different sandwiches. Today, sandwiches are the...
Disney, a Global Culture
Case study - 9 pages - International marketing
In this case study, we will look at the way Walt Disney has developed its business worldwide, the subsequent local reactions, its success and failures and ultimately the relevant modifications essential for the company. We will analyze the Walt Disney business model, and its three international...
Intercultural marketing: Bongrain SA in the USA
Case study - 9 pages - International marketing
Some countries are totally different in their food consumption patterns. Therefore, it is an interesting field especially to analyze the strategy of a big French group, which concentrates its attention on the production and sale of French cheeses. It also analyzes the audiences who want and wish...
The strategy of Coca-Cola in China
Case study - 10 pages - International marketing
Chinese “Economic Reform and Opening up” policy was started in 1978; in the same year, the Coca-Cola Company returned to the Mainland market, becoming the first foreign enterprise who entered Mainland China after 1949. Therefore, its 30-year exploration can be regarded as an epitome and...
Greenhouses exportation from France to Hungary for the development of biological products
Case study - 9 pages - International marketing
A greenhouse protects plants from the elements. It maintains plants and vegetables at a constant temperature and allows them to grow in the best possible conditions. A greenhouse enables plants, vegetables, fruit or flowers to be grown in countries where the weather is not compatible. Our project...
Mary Kay cosmetics: Asian market entry - published: 17/02/2009
Case study - 14 pages - International marketing
Mary Kay Cosmetics (MKC) is an American company that deals directly with selling of cosmetics and toiletries products. It has existed for 15 years since 1992. It is implanted in 21 countries and planning to market 4 or 5 new markets. It is a “feminine firm” which promotes a strong...
The Chinese motorcycle industry
Case study - 10 pages - International marketing
The motorcycle industry in China was born in the 1950's, with the foundation of the Beijing Motorcycle Factory. Today, China is the largest producer in the world, accounting for nearly half of the world's total production. The first Chinese motorcycle was developed in 1951 to meet the country's...
Marketing plan du vin chilien Montgras
Case study - 8 pages - International marketing
This Chilean company was created in 1992 by two brothers, Hermann and Eduardo Gras along with an associate, Cristian Hartwig. The main objective for its creation was to provide export-quality wines. Nowadays, MontGras is ranked 20th among the Chilean wine exporters. In addition, it grew to be one...
Baboshirts
Case study - 13 pages - International marketing
"Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, services, organizations, and events to create and maintain relationships that will satisfy individual and organizational objectives." The main purpose of this project is to...
How to implant a French cafe in Ireland in terms of marketing communication?
Case study - 9 pages - International marketing
A French cafe-bar is trying to enter the Irish market. A marketing team has been taken into account for several matters, such as, the location, the café-culture, the market data and the customers' habits. To launch this cafe-bar, marketers will have to develop an integrated marketing...
Marketing plan for Caudalie products in Saudi Arabia
Case study - 55 pages - International marketing
Caudalie, founded in 1993 by two people: Mathilde Bernard Thomas and Professor Vercauteren, features products made from grape pips (from wine producer: Laffite), which are considered to be highly beneficial for the skin. Two years later, the duo launched their first range of products. Keeping in...
Player in the international market: The introduction of Emmi energy drink
Case study - 30 pages - International marketing
As the leading Swiss maker of cheese and milk, Emmi hopes to continue being one of Europe's innovation leaders and trendsetters in the market of milk products. The brand expects to see an above average growth in the international markets over the course of a year and annual growth of 2-3% over...
A new sunscreen line in Kuwaiti market
Case study - 15 pages - International marketing
In Western countries, the photo damage created by the sun is a public concern. People are encouraged by governments to heighten of public awareness of the risk linked to sun exposure. The use of sunscreen as one of the ways to protect the skin against its alteration on a short or long term is...
Marketing challenges when targeting developed markets: How to overcome them?
Case study - 13 pages - International marketing
Over the past decade, many Asian companies have established branded products in several emerging markets (consumer electronics industry or domestic appliances for example). But nowadays, the next challenge is, for emerging market companies, to establish branded products in developed countries....
International marketing: the French company Caroll in Brazil
Case study - 30 pages - International marketing
In order to enter the Brazilian market, the French company Caroll has to adapt its strategy. Indeed there are a lot of competitors like Zara, Etam and the local competitors. The Brazilian market represents a good opportunity for the firm and Caroll has to develop its brand on the Brazilian market...
Case study of international marketing: Cardno MBK in Indonesia (2006)
Case study - 6 pages - International marketing
Question 1 The first part of the essay deals with the pros of the negotiation enumerating what was good and why. The second part will deal with the negative points or the cons listing out what were the reasons for failure and recommendations to alleviate the effects of these failures. Question...
Pepsi's entry into India: A well planned out strategy - publié le 09/07/2008
Case study - 6 pages - International marketing
With other Pepsi markets nearing saturation, Pepsi decided to expand its international operations into India in the late 1980s. However, even prior to entering India, Pepsi was met with strong objections by one of India's leading political parties. George Fernandes, General Secretary of the...
International marketing case study: The mineral water MOUZAïA
Case study - 20 pages - International marketing
Within the framework of our course, Marketing Internationally, we were invited to realize a group work on “which marketing strategy could Mouzaïa adopt in order to establish its products in French speaking Western Europe countries?” From the beginning, we felt involved in the topic as...
Oxfam Make Trade Fair campaign for the Peru cause
Case study - 11 pages - International marketing
"Fair Trade is a trading partnership, based on dialogue, transparency and respect, that seeks greater equity in international trade. It contributes to sustainable development by offering better trading conditions to, and securing the rights of, marginalized producers and workers ? especially in...
Analysis of Starbuck's International Expansion
Case study - 6 pages - International marketing
Seattle-based Starbucks is the world's largest seller of premium-brewed coffee with over 8,400 stores, including 2,000 stores spread in 31 foreign countries. Starbucks used an international strategic approach to achieve its high level of international development across the globe. Starbucks...
Nature and the role of Foreign Direct Investment (FDI) in Ireland, China and India (2005)
Case study - 33 pages - International marketing
FDI can be considered a way to strengthen the « domination of capitalist economies » and the dependence of peripheral countries for PREBISCH. The neomarxist theory is outdated but FDI can still have no effect, or even detrimental ones - The dependence on foreign companies (ex. UNGARY) => the...
Case Nestlé Waters: enter the Indian bottled water market
Case study - 10 pages - International marketing
Faced with a saturated market, companies have to internationalize themselves in order to extend their markets. Internationalization occurs when a firm expands its R&D, production, sales and other business activities in the international market. It is a very expensive process which needs to...
Dr. Eris: Cosmetics from Poland - publié le 19/03/2008
Case study - 10 pages - International marketing
The story of the Dr. Eris brand started in 1982, when this Ph.D from the Faculty of Pharmacology at Berlin University inherited. With the money she received, she began creating nourishing facial cream with the most simple machines we can imagine. She began in the business only with her husband....
Carvel Ice Cream: Developing the Beijing market - publié le 15/03/2008
Case study - 5 pages - International marketing
By 1994, Carvel created a joint venture in China, ‘Beijing Carvel Food Company Limited'. In 1997, sales went over 6 million Rmb (US$ 725,000). Considering that overall economy growth rate was 8% per year between 1998 and 2000, and that inflation was negative (-1,4%), I make the assumption...
How to succeed on the Chinese dairy products market?
Case study - 11 pages - International marketing
Occidental companies have often experienced difficulties to sell products in foreign countries, and especially in China. Indeed, this country has a strong culture and its own consumption habits. Thus, without considering seriously the differences between occidental and oriental consumers, many...
The international development of Starbucks (2004)
Case study - 3 pages - International marketing
The Starbucks Coffee Company owns today more than 6,000 retail locations in 37 countries: It is situated in all the continents: North America, Latin America, the Middle East and the Pacific Rim, that is to say “wherever there is a demand for good coffee”. The first foreign coffeehouse...
