International marketing: the case of Golf Groups Direct

Résumé du document

This article proposes an understanding of issues related to international marketing. From this understanding, it is analyzed the case of Golf Groups Direct, an online golf tour operator company. This firm, originally working in the UK market, wants to introduce the German market. It thus provides an in-depth analysis of the cultural differences between UK and Germany with respect to this special product. Subsequently more studies are carried out in order to collect more information about the characteristics of German customers. Through these two studies some crucial differences emerge, which must be taken into account by Golf Groups Direct for successful internationalization. Keeping this in mind, the report will bring out the marketing mix adjustment as part of its recommendation. The important point of the mode of entry is questioned and it is observed by the example of the Golf Groups Direct specificity, that the best entry mode is the export.

Extraits

[...] It is clear that internationalization have lot of points which make this development mode attractive. However, it requires certain points and has to be strongly thought before engaging. Then, through the case study of Golf Groups Direct (online golf tour operator) it will be shown the different point to take into account and how to proceed. Thus, in the first part, it will be displayed the different issues to be considered when entering international markets. In the second part, the cultural differences between the UK and Germany towards the specific product. [...]

[...] The strategic alliances are the fact to work with another firm in order to provide advantages for the whole contractors. Thus, the different types of alliances are: - Marketing partnership agreements. - Licensing. - Franchising. - Joint ventures. Marketing partnership agreement: This type of alliance provides to firms, with a lack of international experience, the guaranteed market access. It is suitable for a company which process the product-market knowledge but the ‘Product-market know- how' (Bradley p. 241). Licensing: Licensor grants licensee right to manufacture product, use patents, particular processes etc. [...]

[...] International marketing: the case of Golf Groups Direct Summary This report proposes an understanding of the issues tied to the international marketing. From this understanding, it is analyzed the case of Golf Groups Direct, an online golf tour operator company. This firm, originally working in the UK market, wants to introduce the German market. Thus, it is firstly provided a deep research of the cultural differences between UK and Germany towards this special product. And then, more information about the German customers' characteristics are carried out. [...]

[...] As Golf Group Direct is an online company, knowing this point, it seems difficult to change the configuration of the company to set an agency in Germany. Indeed, it is not in the company abilities, and resources. Thus, the market entry used would be export. This mean is more and more used by the small company, establishing a strong presence in international market through internet. (Bradley p. 234). Marketing mix adjustment. Target market: Baby boomers, AB social class, members of golf, regular players, couple holiday. [...]

[...] This includes “holidays on farms” (Urlaub auf dem Bauernhof), cycling holidays and water sports holidays, “wellness holidays” as well as city breaks Conclusions In conclusion, it has been explained the international marketing issue to be considered when entering international market. As shown, the cultural differences, even between two European countries as UK and Germany, can have strong effects on the customer tastes and behave. Thus, for Golf Group Direct, a particular understanding of the German costumer characteristics is crucial. Taking it into account it is easier to understand how Golf Group Direct has to reshape all its marketing mix. [...]