-PDF Download- International Marketing Report Fritz Kola EBOOK

International Marketing Report: Fritz Kola

Author: Tim Buse

Publisher: GRIN Verlag

Published: 2012-03-28

Total Pages: 49

ISBN-13: 3656161232

Master's Thesis from the year 2011 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: A, Webster Graduate School London, language: English, abstract: The Fritz-Kola GmbH is a German enterprise founded in 2003 by Lorenz Hampl and Mirco Wolf Wiegert, two students from Hamburg. The original idea behind the product was to create a cola drink that tastes different from the products of Coca-Cola or Pepsi, being less sweet with more caffeine. Focussing on the distribution through restaurants, cafés, bars and clubs, the brand became popular among the targeted group of young individualists and party-goers. It is due to that popularity, which also was supported by the trend of supporting regional brands, that Fritz-Kola’s revenues were increasing by two over three years in a row. In 2006, the company launched other beverages like lemonades and a ‘morning-cola’ that has the taste of coffee and caramel. By 2010, the company’s revenue was €2.7 million. The internationalization of its products is an on-going process. Today, Fritz-Kola is available in Germany, Poland, The Netherlands, Austria, Switzerland, Spain and Belgium. Fritz Kola is also available in the UK, but only in one restaurant, which is a German restaurant importing the product from Germany. The corporate objectives of Fritz-Kola GmbH are not to become a market leader in the segment of soft drinks, but to provide a considerable alternative to the big players like Coca-Cola and PepsiCo. For that reason, the company strives to create a diversified product portfolio under the brand name Fritz-Kola, consisting of cola lemonades.

International Marketing Strategy of Coca Cola Company

Author: Umut Çelik

Publisher: GRIN Verlag

Published: 2017-09-04

Total Pages: 38

ISBN-13: 3668516286

DOWNLOAD EBOOK →

Seminar paper from the year 2017 in the subject Business economics - Offline Marketing and Online Marketing, ESC Dijon Bourgogne - Burgundy School of Business, language: English, abstract: The subject of the study is marketing in international markets, the subject of research is the essence and the system of it. The purpose of the paper work is to analyze the principles of international marketing, to consider this kind of activities in The Coca Cola Company. In conditions of transition to a market economy, one of the factors of effective functioning of economic entities is the access of these entities to international markets. Marketing, as experts emphasize, is not only a theoretical but also a predominantly practical discipline that arose and developed as a result of economic activity in a market. Marketing in the course of its development has widely used the advanced achievements of science, it is an arsenal of modern techniques and methods of various scientific disciplines that are used to solve a wide range of tasks. In the current conditions of development of the economic sphere of society, which are characterized by the intensification of competition in world markets, increasingly complex technological and organizational models of production, extreme information saturation and efficiency of foreign economic activity, is closely linked with the goals and methodology of using marketing tools. Moreover, its international aspects are significantly updated due to the further internationalization of the world economy, expansion of international trade, more dynamic and massive movement of capital and labor. In conditions of rapid market development, the application of marketing strategies is one of the most important functions for organizations. Every year the competitive situation grows and is increasingly complicated due to the expansion of the borders of foreign markets, the presence in the domestic market of foreign firms with significant experience of international business. In such conditions, the growth of competitiveness in demonstrated by organizations that carry out their activities not only on the domestic market, but also on foreign markets. Organizations can count on successful conduct of business in foreign markets only if they have a good knowledge of the world situation and own the economic situation in international markets, which is connected with the need to have not only advanced achievements in the production of goods but also with effective marketing abroad. Today, the study and application of international marketing by organizations in their activities becomes a necessity.

International Marketing Strategies to Go Global

Author: Lina Gertzmann

Publisher: GRIN Verlag

Published: 2021-10-05

Total Pages: 17

ISBN-13: 3346505464

DOWNLOAD EBOOK →

Seminar paper from the year 2020 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 2.0, Ruhr-University of Bochum, language: English, abstract: The term paper deals with business and marketing in times of globalization. In view of the process of technical progress and globalization, strategies to assert oneself on the world market are indispensable. As one of the well-known companies on the global market, Coca-Cola has various concepts in order to remain competitive. The aim of this term paper is to give the reader an overview of the origins of the company, to examine the strategies that are important in the context of the globalized market, and to observe in how far they are used by Coca-Cola. An excursus on McDonald's as another example of a global corporation is intended to offer a comparison and to illustrate the extent to which the approach of the fast food chain differs from the one of the soft drinks manufacturer.

Market Entry Strategies

Author: Viktor Tielmann

Publisher: GRIN Verlag

Published: 2010-07-29

Total Pages: 25

ISBN-13: 3640672399

DOWNLOAD EBOOK →

Research Paper (undergraduate) from the year 2010 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,0, University of Applied Sciences Fulda, course: International Marketing Management, language: English, abstract: Globalization has increased the competition amongst firms. There are more and more companies which are motivated to conquer foreign markets and enlarge their presence on these markets. For multiple reasons, companies adopt modes to enter foreign markets and find new channels of distribution. Choosing the right and appropriate market entry strategy has a growing importance. As a matter of fact, companies should align their strategy to their objectives and adapt them to the foreign markets environment. There are numerous different entry strategies which are all linked to different entry modes, different amounts of risks or costs. From the least costly mode to the most expensive one we distinguish three main strategies: Export is characterized by the transportation of finished goods from one country to another. The distribution on site is done by an intermediary or by foreign based distributors or agents. Joint Venturing includes different characteristics of various joint contracts with firms to produce or promote services or products. Direct investment is, when a company decides to invest directly into a foreign country by either establish an assembly operation, a wholly-owned operation as well as a merge or an acquisition. Each of the market entry strategy has both, advantages and disadvantages. The less costly the strategy is, the less control the company has over the distribution channel. Consequently, the company depends more or less on foreign institutions or foreign partners. All in all a company has to figure out for itself which strategy to choose, according to its particular situation, financial as well as economical and environmental. Therefore, before entering a market, a previous comprehensive research and analysis of the target market and its economic environment is indispensable to achieve a successful launch into an unknown market.

International Marketing Strategies

Author: Christina Dost

Publisher: GRIN Verlag

Published: 2006-10-25

Total Pages: 40

ISBN-13: 3638560961

DOWNLOAD EBOOK →

Seminar paper from the year 2006 in the subject Business economics - Offline Marketing and Online Marketing, University of Applied Sciences Braunschweig / Wolfenbüttel, course: International Business, language: English, abstract: Since the word has both technical and political meanings, different groups will have differing histories of "globalization". In general use within the field of economics and political economy, however, it is a history of increasing trade between nations based on stable institutions that allows firms in different nations to exchange goods and services with minimal friction. The term "liberalization" means the acceptance of the neoclassical economic model which is based on the unimpeded flow of goods and services between economic jurisdictions. This led to specialization of nations in exports, and the pressure to end protective tariffs and other barriers to trade. The period of the gold standard and liberalization of the 19th century is often called "The First Era of Globalization". Based on the Pax Britannica and the exchange of goods in currencies pegged to specie, this era grew along with industrialization. The theoretical basis was David Ricardo's work on Comparative advantage and Say's Law of General equilibrium. In essence, it was argued that nations would trade effectively, and that any temporary disruptions in supply or demand would correct themselves automatically. The institution of the gold standard came in steps in major industrialized nations between approximately 1850 and 1880, though exactly when various nations were truly on the gold standard is contentiously debated. In the "First Era of Globalization" is said to have broken down in stages beginning with the First World War, and then collapsing with the crisis of the gold standard in the late 1920s and early 1930s. Countries that engaged in that era of globalization, including the European core, some of the European periphery and various European offshoots in America and Oceania, prospered. Inequality between those states fell, as goods, capital and labour flowed remarkably freely between nations.

International Marketing

Author: Hans Mühlbacher

Publisher: Cengage Learning

Published: 1999

Total Pages: 1016

ISBN-13:

DOWNLOAD EBOOK →

In the age of globalism, international marketers need to adopt a global perspective if they are to compete successfully. International Marketing: A Global Perspective starts from the premise that any firm - regardless of size - can compete globally. The challenge for todayÃ‚'s manager is to identify and seize the opportunities most appropriate to their company. International Marketing: A Global Perspective examines the main issues facing companies that want to compete successfully in the global marketplace. It combines extensive coverage of the relevant theories with a practical approach to the issues. Written in a clear and accessible style, it is divided into several sections covering: assessing a potential market economically, culturally and politically; identifying cultural similarities and differences; deciding which products to market internationally and how to price and promote them; motivating marketing managers to compete globally; building and implementing successful marketing strategies - from making strategic decisions and choosing market positions and entry methods to developing a marketing plan. Using real-world case studies and vignettes centred on contemporary problems and issues, International Marketing: A Global Perspective will be ideal for undergraduates, MBA students and students following executive courses in international marketing or strategy.

Conducting Market Research for International Business

Author: S. Tamer Cavusgil

Publisher: Business Expert Press

Published: 2009-03-01

Total Pages: 130

ISBN-13: 1606490265

DOWNLOAD EBOOK →

This practical guide leads you through all the issues you will face in developing new marketing opportunities in foreign markets. From initiating a project, to sampling and analyzing data, to taking advantage of your knowledge by approaching the market; this book is your guide to understanding and overcoming the most pressing issues that international marketers face.

International Marketing Management

Author: Ralph Berndt

Publisher: Springer Nature

Published: 2023-05-23

Total Pages: 604

ISBN-13: 3662668009

DOWNLOAD EBOOK →

For every company that is active internationally, a systematically operated cross-national marketing management is indispensable in order to secure its own existence in the long term. The rapid changes on many markets and in many countries also mean that professional information gathering and processing of market-relevant data must take place within the framework of international market research. Based on this data, market-oriented decisions have to be made within international marketing management in order to achieve operational goals. This book deals not only with the "classic" topics of international marketing, such as international market research and the international use of individual marketing instruments, but also with the various management sub-functions of planning, controlling, organization and human resources management in internationally active companies, each with a specific reference to marketing in the sense of market-oriented corporate management. The theoretically presented correlations are enriched by current data on the relevant framework conditions on international markets, empirical findings on the individual fields of action of international marketing management as well as numerous current examples from entrepreneurial practice. With this comprehensive presentation of international marketing management, the authors address lecturers and students as well as practitioners who deal with marketing issues in an international context.

International Marketing

Author: Vern Terpstra

Publisher: Naper Press

Published: 2012

Total Pages: 128

ISBN-13: 0981729355

DOWNLOAD EBOOK →

This edition is significantly shorter, covers all the international marketing tasks and knowledge statements from the NASBITE Certified Global Business Professional (CGBP) certification, has a new focus on global entrepreneurship, and includes an ongoing team project called the Global Marketing Plan.

International Marketing Management. The example of the Lemonaid Beverages GmbH

Author: Erik Hündling

Publisher: GRIN Verlag

Published: 2021-03-29

Total Pages: 39

ISBN-13: 3346375978

DOWNLOAD EBOOK →

Seminar paper from the year 2021 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,0, University of Applied Sciences Köln RFH, language: English, abstract: The goal of this thesis is to find out if Lemonaid should take the opportunity to expand internationally and which market could be entered. Furthermore, it will be established how to approach and position Lemonaid in the market and deciding which market entry mode should be used to promises the best possible success. This leads to the central question of this paper: How could a best practice strategy for an international market entry of Lemonaid Beverages GmbH look like? To answer this question, firstly the current situation of Lemonaid is assessed in terms of company resources and size as well as preparedness for internationalisation by using the Nine-Strategic Window framework. A potential market will be selected after it. In the third chapter, the market environment, the competition in the market and Lemonaid's competitive advantages in the market are analysed. For this purpose, Porter's Diamond, Porter's five forces and the competitive Triangle are used. After the assessment and the result of the analysis, the 4 P's (Product, Price, Place, Promotion) are determined based on a comprehensive SWOT analysis. Finally, the market entry mode is derived in chapter 5 in respective of all the information, analyses and data obtained. In recent years, consumer behaviour in terms of sustainability, environmental awareness and social responsibility has changed significantly. Consumers become gradually more aware of the consequences of their purchasing behaviour and pay more attention to environmental, political and social responsibility. It is assumed that this trend will continue even more in the future. Based on this development, it is expected that consumers demand for sustainable products and especially for products from companies in compliance with these mentioned values will increase strongly. One company whose strategy and vision are based on the sale of sustainable, eco-friendly and fair-trade soft drinks is the Lemonaid Beverages GmbH located in Germany. The enterprise achieved strong growth rates in sales in the last years and distributes already in some countries outside of Germany. The continuing increase in demand of sustainable products offers Lemonaid Beverages GmbH opportunities to enhance their success by expanding into new markets.