Burger King in South-Africa
Étude de cas - 14 pages - Marketing international
Burger King was established in 1954 in Miami, Florida, by James McLamore and David Edgerton. They were among the pioneers of fast food. The Whopper , launched in 1957, was an instant success, and is today the emblem of the brand. Burger King quickly distinguished itself by its unique taste and...
Commerce international
Cours - 50 pages - Marketing international
Ce document est un cours complet présentant le cadre et les notions fondamentales du commerce international. On achète pour revendre. Quand on parle de communauté internationale, on parle de négociants qui achètent dans un pays pour revendre dans un autre. On achète des matières premières pour...
Loïc Raison to the States
Étude de cas - 21 pages - Marketing international
As an assignment of the international marketing seminar, I have chosen a French company which is producing hard cider. Because I come from Brittany, on the west coast of France, I decided to choose the specialty of my region, le cidre (hard cider). This alcoholic beverage is a specialty of the...
The Christian Music Industry in the US
Étude de marché - 27 pages - Marketing international
In France, religion is clearly weaker than in the US. As a result, we do not imagine that Christian music is fashionable in France. In France, if you talk about Christian music, you necessarily talk about old-fashioned Church songs. The only kind of Christian music that has recently been a...
Pineau des Charentes : « Château de Beaulon » Launching the product in Romania
Étude de cas - 3 pages - Marketing international
Pineau des Charentes is regional French aperitif, made in the departments of Charente and Charente-Maritime in western France. Whilst popular in Charente, it is less well-known in other regions of France and somewhat uncommon abroad. But still, 25% of the production is exported to countries such...
The Threat of the New World to the French Wine Market: Are historically traditional wines being usurped by aggressive new competitors?
Mémoire - 77 pages - Marketing international
The objective of this dissertation is to identify the difficulties that the French wine market faces in regards to the competition of producers of new wines. Simple, easy to drink wines, have been commercialized on a large scale in the past ten years or so by Australia, South Africa, Chile and...
Starbucks Coffee Corporation
Étude de cas - 19 pages - Marketing international
Starbucks Corporation sells authentic coffee with more than 13,000 coffee shops in more than 41 countries. It has 4200 licensed franchises and 6000 outlets that are the property of the company. The main objective of the company is to establish Starbucks as the most recognized and respected brand...
What approach Mission Rubber Technologies Corporation should use with CHP?
Étude de cas - 6 pages - Marketing international
International trade is, by nature, logical and systematic. Although in many aspects it is similar to conventional, domestic trade, it does demand more from companies such as Mission Rubber, from initial market research, through the different methods of distribution, to securing payment from...
Frenchy Yummy, Implantation of Retail Shop in China
Étude de marché - 15 pages - Marketing international
Frenchy Yummy is a well-known French company specialized in the ready-to-wear industry for children. The company targets essentially middle class category mums, by offering wide clothes collections dedicated especially for children aged between 0 and 12. In France, the company met with success...
Launching of a new line of toothpaste in Kenya
Étude de marché - 10 pages - Marketing international
Consumer behavior is the study of how people buy, what they buy, when they buy and why they buy. It blends elements from psychology, sociology, sociopsychology, anthropology and economics. It attempts to understand the buyer decision making process, both individually and in groups. It studies...
First Pacific Company
Étude de cas - 16 pages - Marketing international
First Pacific Company Ltd (FPC) is a Hong Kong public listed holding company with business interests in telecommunications, infrastructure, consumer food products and natural resources. FPC started in 1981 as a small Hong Kong-based financial services company established to allow four of...
Setting-up of Kanabeach in Australia
Étude de cas - 25 pages - Marketing international
We are a part of KanaBeach, a small French company that specializes in the creation of surf-wear and surf-wear oriented products. Our company intends to penetrate the Australian market in June 2010. Australia owns the three major brands on the global market, namely, Quicksilver, Billabong and Rip...
La « low cost attitude » : un phénomène marginal ou une réelle démarche globale de société ?
Présentation - 16 pages - Marketing international
Ce document est une présentation powerpoint de quatorze diapositives, analysant le phénomène du low cost(« bas coûts »), une politique de prix permise par une politique de coûts bas rigoureuse, une planification maximale de l'activité et une réduction maximum des coûts salariaux. Une entreprise...
Gestion internationale de l'entreprise Renault
Étude de marché - 31 pages - Marketing international
El grupo Renault es una empresa de automóviles francesa ligada al constructor Nipon Nissan desde 1999. Este grupo posee fabricas y filiales a través del mundo entero. Fue fundado por los hermanos Louis, Marcel y Fernand Renault en 1898. Desde el principio ha conocido un gran éxito gracias a sus...
Heineken in France
Étude de marché - 25 pages - Marketing international
European leader and challenger in France, Heineken is based on the production and the distribution of prestigious brands: Heineken, Desperados, Kriska, Amstel, Pelforth, Affligem, Buckler, 33 Export, Panach', Fisher, Edelweis, Adelscott, Murphy's, Georges Killian's, and Cruzcampo. The...
Total : a success based on the brand development strategy
Étude de cas - 6 pages - Marketing international
The company was born in 1924 after Raymond Poincarré, the French president, asked Ernest Mercier to create a French oil company. In 1973, the significant growth of the activity enabled the French company to be present all around the world in the Middle East, North America, Oceania, Europe and...
Is Nestle's Strategy the Right One To Curb Poverty in Africa?
Étude de cas - 13 pages - Marketing international
Nestlé has been actively involved in Africa since the 1880's. Little by little local populations have integrated Nestlé in their everyday life. Nestlé now spreads its activities through the whole African continent. The firm mainly sells food products (coffee, corns, and dairy products). Here...
Taillefine Fiz in Lebanon, 2009
Étude de cas - 14 pages - Marketing international
I will set up a marketing plan to establish the Brand Taillefine Fiz in Lebanon. I have chosen Lebanon because Lebanese girls are very interested in diet and health care products. Thus it is a good way to introduce this brand in the Middle East in order to conquer the Middle East market....
Rosendahl's case
Étude de cas - 17 pages - Marketing international
This project is written based on Rosendahl A/S where, we as consultants need to cope with the different types of problems that company is faced with. Rosendahl is a design company that unites many well known Danish designers. Recently the company has signed a contract with the Danish Stones...
Harboe : implant a Danish brewery in the French market
Étude de cas - 32 pages - Marketing international
To export beers in the French market is quite different than selling it in Denmark. The concept of the company is selling a very wide range of products. Due to the success achieved in other Nordic Countries we thought it would be interesting to see if Harboe would succeeds in the French market...
Entering the Irish Market: Le Gourmet Givre, brand of "frozen gourmet ready meal"
Étude de cas - 10 pages - Marketing international
Our company Le Gourmet Givré© is one of the biggest and most famous brand of "frozen gourmet ready meal? in France. Le Gourmet Givré was created in 1984 by Alexandre Hembert, Charles Garland and Sarah Reix, three entrepreneurs, who saw in the micro-wave democratization a huge opportunity. In...
Country-of-origin effect in Russia
Fiche - 2 pages - Marketing international
The Country-of-origin is the country of manufacturing, production where a product comes from, or the location of the headquarters. Consumers identify products by their country of origin and judge them on this criterion. The country-of-origin effect is created by information, advertising claims or...
Ryanair, a model of competitive advantage?
Étude de cas - 8 pages - Marketing international
Globalization is the "name for the process of increasing the connectivity and interdependence of the world's markets and businesses" (investorwords.com). The internationalization of trade gives to worldwide companies opportunities to grow, increase their market share and become more...
Strategic Marketing: Caroll on the chinese market
Étude de cas - 7 pages - Marketing international
Nowadays, companies are upping their competitive index in order to keep up with the globalization trend sweeping the international business landscape. A company cannot hope to survive only by opening subsidiaries in its own country. So, these companies are forced to open subsidiaries in other...
International management in the chinese market (2009)
Étude de cas - 9 pages - Marketing international
We present the case of the entry of eBay on the Chinese market and discuss the company's strategy. The case pertains to the period between 2002 and 2006, during eBay's entry on the Chinese market when it had adopted several different strategies in order to tap and snatch a share of the Chinese...
Launching of the store Ikea in India
Étude de cas - 7 pages - Marketing international
I have decided to develop Ikea in India, and think that it would be interesting to focus on the following questions: How will IKEA's products and services integrate into the Indian market? What adjustments are or will be necessary to enter the Indian market of furniture? What threats from...
Marketing international : définition, historique, crise de 1929, etc.
Cours - 30 pages - Marketing international
Les Etats-Unis ont inventé le marketing. Définition : démarche qui permet de détecter les attentes et les évolutions du marché, en vue de proposer une offre plurielle garantissant une contribution élevée en termes de chiffre d'affaires et de marge grâce à des actions de communication. Le...
AB Inbev : international marketing strategy
Étude de cas - 8 pages - Marketing international
One of the biggest trends in the global beer business has been the steady rush by the bigger brewers to establish links with local market leaders and build strong global networks to leverage the advantages of scale. Another top priority for leading brewers has been to plant footholds in markets...
The Fast Food Marlet : a New KFC Restaurant in Vietnam
Fiche - 1 pages - Marketing international
We have decided, (along with my colleagues) to establish a new subsidiary in Vietnam. After studying this market, we have discovered potential opportunities, which will enable us to develop our new fast food outlet. Firstly, Vietnam is a developing country and is on par with the other developing...
Design a marketing plan for the French "fashion house" Caroll which is aiming to enter the Chinese market
Étude de cas - 14 pages - Marketing international
China represents one of the markets with the greatest potential in the world and attracts more foreign capital. There are approximately 1 200 French companies established in China with 200 000 employees. It is one of the largest markets in terms of inhabitants (1.3 billion potential consumers),...
