Abstract
Presentation of the case: It is Monday, 15th October 2007 and you have just completed three weeks of your studies in International Marketing Strategy (IMS) as part of your studies at Napier University Business School in Edinburgh. Your tutor, John Thomson, has been asked to engage the students in IMS in a six week study to critically analyze and evaluate the information in the Olive Oil case study with a view of recommending an international marketing entry strategy to launch the Petroliva products into the UK. The market entry strategy will be based on your own market research of the UK market using secondary information and data. Petroliva is a Spanish company established in the Olive Oil industry from the past 60 years. The range of products, such as Olive Oil, Extra Virgin Oil and Sunflower oil allows it to sell its products under the Petroliva brand name in twelve countries such as China, Japan, the US, Mexico, Brazil, Germany and others. Today, the firm wants to develop its activities in the UK.
