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Submitted by nyingku on May 30, 2007
Category: Business
Words: 2900 | Pages: 12
Views: 286
Popularity Rank: 34,263
Average Member Grade: N/A (Add a Comment / Grade this Paper)
Introduction
The following report has been complied according to your request for an analysis of overseas opportunities for international development of Cornflower Blue.
It therefore comprises the following four elements:
• An assessment of the key SLEPT factors that will impact on the company’s operations.
• An outline of the Marketing Research undertaken to help the analysis of this opportunity.
• A brief look at the strategic options open to the organisation, followed by recommendations on the right strategy to adopt to market its range/services in Spain.
• An explanation of the proposed pricing policy and the promotional strategy.
The report also includes my recommendations for various elements of the marketing mix as well as appendices containing important forms required to be filled before starting business in Spain.
Executive Summary
The proposed International expansion plan for Cornflower Blue is as follows:
Recommended location - Madrid, Spain
Level of Demand - High
GDP - $1.07 trillion.
Target Market - Middle income Spaniards and Tourists
Mode of Entry - Local Production
Pricing - Same policy as in the UK
Promotion Strategy - Print and Outdoor media
Findings and Recommendations
Relevant Micro and Macro Factors
Over the last five years, GDP growth in Spain has been 68% above the European Union average. With the continuing growth of the economy, there is rapid spread in interest in all things healthy.
Also given the ease of establishment of a new business within the EU, and the fact that...
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