Les pièges du marketing international (Kamran Kashani)
Étude de cas - 2 pages - Marketing international
Cet article est basé sur 17 cas de standardisation du marketing, dans 9 multinationales américaines et européennes. La différence de résultats de ces différentes stratégies dépend souvent des processus qui sous-tendent la prise de décision. Kamran Kashani a identifié cinq pièges qui compromettent...
Stratégie des marques
Étude de cas - 2 pages - Marketing international
Le ciblage comportemental n'est pas nouveau mais c'est un concept où l'on revient à des choses qui sont plus des valeurs sûres. Notion de comportement:quels critères utilisés pour définir si l'interrogé est bine dans la cible ? Notion de ciblage:qu'est ce qu'on va déployer comme action...
Domaine d'Activité Stratégique BOUYGUES
Étude de cas - 1 pages - Marketing international
Le groupe Bouygues a été créé en 1952 par Francis Bouygues et représente aujourd'hui une entreprise mondiale avec un chiffre d'affaires de plus de 24 milliards d'euros dont 7 milliards à l'étranger. Il est coté en Bourse avec une capitalisation boursière de 14 milliards d'euros.
Le rachat d'Orangina par Suntory
Étude de cas - 3 pages - Marketing international
Depuis une dizaine d'années, le groupe Orangina-Schweppes a plusieurs fois changé de propriétaires étrangers. Suntory entreprise japonaise fondée en 1899 qui se trouve être la plus ancienne compagnie de fabrication et de distribution de boissons alcoolisées au Japon a décidé ces dernières...
les secteurs economiques porteurs du brésil
Étude de cas - 3 pages - Marketing international
Brésil : 5ème plus grand pays du monde. Surface: 8 500 000 km². Nombre d'habitants: 184 millions. Janvier 2003: Election à la présidence de Luiz Inacio Lula da Silva; Ce grand pays est révéler aux yeux du monde. 11ème économie mondiale. Une alternative crédible au pétrole. Un...
Skagen Case Study
Étude de cas - 4 pages - Marketing international
This document answers to the questions of the following case : http://wps.pearsoned.co.uk/wps/media/objects/9646/9878474/Extra%20casestudy%20deel%20II.pdf It answers to all the questions in 5 pages regarding the internationalisation of the Danish watches called Skagen regarding market entry,...
Le cas Starbucks
Étude de cas - 2 pages - Marketing international
La stratégie de marketing international de Starbucks se traduit par : Une offre standardisée : de Tokyo à Madrid, l'offre est uniformisée, Starbucks est un café-bar à l'américaine qui commercialise du café de très haute qualité. La notoriété de la marque : l'entreprise cherche à se...
Marketing Mix : Exemple de Lego
Étude de cas - 3 pages - Marketing international
Un exposé sur le Marketing Mix d'un des leaders du jouet dans le monde, Lego. En première partie, une présentation de l'entreprise notamment de son histoire et quelques chiffres clés. En seconde partie, le marketing mix en détails mis en oeuvre chez Lego. Et en troisième partie, des...
strategic management assignment caroll the fashion house
Étude de cas - 8 pages - Marketing international
In this document we are going to Design a Strategic Plan for the French 'fashion house' Caroll which are positioning themselves to enter in the 'high end market' in China. First of all we will make the environmental scanning in order to know WHERE WE ARE? The environmental...
Analyse de la fusion entre Air France-KLM, une fusion historique
Étude de cas - 4 pages - Marketing international
La fusion Air-Fance est une réalisation historique dans la mesure où elle est la première en Europe. À l'époque la consolidation dans le secteur aérien prenait la forme d'alliance qui n'impliquait pas des réels changements de structure. La création d'un tel empire doit son explication à...
Zara in Iran
Étude de cas - 7 pages - Marketing international
this document explain you how to set up and adapt to a special market . in this case it concerns the famous brand "Zara".and its adaptation to a muslim country which is Iran
Air france analyse
Étude de cas - 5 pages - Marketing international
Analyse Marketing de l'entreprise Air france, nous allons étudier ses forces, faiblesses, opportunités, et les menaces qui entourent cette société.
chocri goes japan, ppt
Étude de cas - 2 pages - Marketing international
ppt: analysis of japanease market for chocri (german chocolate brand) and its possibilities to make business there
Dove: challenging prevailling concepts of beauty
Étude de cas - 6 pages - Marketing international
Many organizations have in recent years, undertaken an 'image makeover' involving changes in name or logo or advertising style or corporate identity in general. Sometimes all these have been changed. Using examples discuss the reasons why organizations may consider changes of this kind....
Nespresso: export development strategy
Étude de cas - 9 pages - Marketing international
This report is an analysis of Nespresso's potential export strategy in three untapped markets: Brazil, India and China. The leader on the market of fresh portionned coffee currently has to face several threats on all potential new markets, such as different byuers' behaviour, cultural...
Analyse marketing de markstratt
Étude de cas - 2 pages - Marketing international
Il existe 5 segments distincts au sein de notre marché. Le premier segment qui comprend les enthousiastes. Le deuxième segment qui comprend les célibataires. Le troisième segment qui englobe les professions libérales. Le quatrième segment qui vise les revenus élevés. Le cinquième segment qui...
Etude de cas General Electric
Étude de cas - 15 pages - Marketing international
Il existe, tout autour du monde, de très grandes entreprises qui opèrent dans de nombreux secteurs d'activités, on parle alors de conglomérats. L'un des conglomérats les plus célèbres au monde en l'entreprise Américaine General Electric (GE). En effet, cette entreprise, fondée en 1892 par Thomas...
Development and Adaptation of a Product on the United Arab Emirates area: Scented Candles
Étude de cas - 13 pages - Marketing international
My business concept will concern the external decoration and will consist in the development of a product at the spring and garden purpose, more precisely scented candles. The innovative business idea lies in the fact that the scented candles for garden will be adapted for the United Arab...
The Bellewaerde Park: a strategic analysis
Étude de cas - 11 pages - Marketing international
Bellewaerde Park is an entertainment park located in the Western part of Belgium. It has been created in the fifties and has followed a constant evolution. During its first years, it was only a zoo and has become since then an attractions park. Now, it is one of the most visited parks in Belgium....
International Consumer Behavior - A New Windshield Wiper in China (Hong-Kong)
Étude de cas - 9 pages - Marketing international
The principal function of the new windshield wiper will consist in removing on the glass surface the various elements which will be able to affect the driver visibility in order to ensure an optimal safety of the driver. Another secondary functions will be added like: the intermittency (the speed...
Benetton Group
Étude de cas - 5 pages - Marketing international
The Benetton Group is currently one of the world's largest garment producers and retailers. Its core business, clothing, represents more than 150 million garments every year and is selling in more than 5000 stores all over the world. This strong Italian company was born in the Treviso country...
International Advertising - Coca-Cola "Open Happiness" Campaign
Étude de cas - 4 pages - Marketing international
Since the Coca-Cola Company has been created, the advertising and the communication part of this company changed a lot. The evolutions had been very important ant the company tried to reach all level of the world population by doing huge campaign involving enormous budget. The budget is also...
Creating a subsidiary in Morocco Laduree
Étude de cas - 10 pages - Marketing international
The market for delicatessen is very sought after today, and is appreciated by many. With high-end, refined products, with unique flavors, created with particular know-how, these products are popular with an increasingly demanding clientele, in search of perfection of novelty. Consumed in family...
Tesco and Co-op, the Relevance of Loyalty Schemes
Étude de cas - 5 pages - Marketing international
Postmodern age brings in new opportunities and opens new marketing frontiers. Retailers in different countries successfully use the benefits of loyalty schemes to attract new and retain the existing customers. Loyalty schemes have already become the definitive feature of marketing in different...
Adaptation of Kellogg's Advertising Strategy for the Argentinian Market (2010)
Étude de cas - 17 pages - Marketing international
The following report will analyze the British advert for Kellogg's Bran Flakes, which is endorsed by Chris Hoy, a triple Olympic champion in Beijing in 2008 (www.kelloggs.co.uk, 2009). The aim of this report is to take this advert and make alterations to it so that it can be used in the South...
Global business environment - Danone in China and in India
Étude de cas - 5 pages - Marketing international
Today, many multinationals seek to expand their activities in the international market spurred by the growing trends of globalization. By investing substantially in foreign markets, they hope to establish themselves and gain market shares. This expansion of activities can only be undertaken...
Wal-Mart, a Global Position in a Tumultuous Market
Étude de cas - 14 pages - Marketing international
Sam Walton, an American business man, began his career in 1940 in the retailing market. For several years, he worked at retail stores and developed a business strategy in order to be very competitive. The discount department store concept was borne. That's why in 1962, he decided to open his...
Mattel faces its social and environmental responsabilities
Étude de cas - 9 pages - Marketing international
Today's business organizations constantly face internal and external pressures in addressing their social and environmental responsibilities. Since the 1960s, the society has expressed growing expectations for more responsible management of companies through the incentive of the social...
Malongo's coffees
Étude de cas - 12 pages - Marketing international
Back in 1934, Malongo coffees came into being in a small roasting shop in the heart of Nice. After the Second World War, the brand was launched on the radio.In 1980, the first cafés were opened in Cannes and Nice. In 1992, Jean-Pierre Blanc, the general manager of Malongo met Father Van de Hoff...
Implementation of the Desperados beer on the Spanish market
Étude de cas - 17 pages - Marketing international
Desperados is a famous brand in countries such as France and Germany; the brand is now trying to grow internationally by entering the Spanish market. The beer Spanish market is a very favorable market for a product like the Desperados beer. The total beer market represents 19 billion Euros in...
