International Marketing Essays (Examples)
Study Document
Effect Of Digital Marketing On Competitiveness Of Automobile Companies
Introduction
In the research article “Effect of Digital marketing on Competitiveness of Automobile Companies in Kenya” by Eva Nkatha Kigunda, the objective was to assess how digital marketing strategies affected the competitiveness of automobile companies in Kenya. The digital marketing strategies included in the study are search engine marketing (SEM), email marketing, social media marketing (SMM), and online advertising. The study population was staff working in the marketing departments of major motor vehicle dealers in Kenya, and a sample of 101 (30% of the population) was included in the study (Kigunda … Quantitative data was analyzed using SPSS version 20. The study findings are that while automobile dealers in Kenya have significantly invested in digital marketing, there return on investment (ROI) is still insignificant. Digital marketing strategies are mainly used in maintaining the current customer pool for the dealers. The research article is a standard-structured paper that included a ………
References
References
Evans, M.P., 2007. Analysing Google rankings through search engine optimization data. Internet research, 17(1), pp.21-37.
Galvan, J.L. and Galvan, M.C., 2017. Writing literature reviews: A guide for students of the social and behavioral sciences. Routledge.
Kaplan, A.M. and Haenlein, M., 2010. Users of the world, unite! The challenges and opportunities of Social Media. Business horizons, 53(1), pp.59-68.
Kigunda, E. N. 2017. Effect of Digital Marketing on Competitiveness of Automobile Companies in Kenya (Doctoral dissertation, United States International University-Africa).
Kimani, B., 2012. When social media does the marketing. Management magazine, (36-37).
Machi, L.A. and McEvoy, B.T., 2016. The literature review: Six steps to success. Corwin Press.
Ngulube, P., Mathipa, E.R. and Gumbo, M.T., 2015. Theoretical and conceptual frameworks in the social and management sciences. Addressing research challenges: Making headway in developing researchers, pp.43-66.
Wong, L.L.C., 2016. Challenges and expectations: Preparing postgraduate students to write literature reviews. In International Conference of the Spanish Association of Applied Linguistics (AESLA), 2016. University of Alicante.
Study Document
Healthcare Marketing
Introduction
When it comes to healthcare marketing there are certain restrictions that have to be followed under U.S. law. For example, the FDA has rules for companies that want to … to be spread publicly in violation of the privacy rights of patients (Lane, 2019). Moreover, aside from issues of compliance, the nature of marketing has changed to such an extent within the last few decades that much of advertising itself has migrated from old media to new … care by altering where patients go for information about health and healing. In this new complex landscape of regulations and changing technology, healthcare marketing faces new challenges. Fortunately, old formulas can still apply. This paper will describe the strategies and tools that can still be effective in … new challenges. Fortunately, old formulas can still apply. This paper will describe the strategies and tools that can still be effective in healthcare……
References
References
Arnold, D. G., & Oakley, J. L. (2013). The politics and strategy of industry self-regulation: the pharmaceutical industry's principles for ethical direct-to-consumer advertising as a deceptive blocking strategy. Journal of Health Politics, Policy and Law, 38(3), 505-544.
Blythe, J. (2009). Key Concepts in Marketing. Los Angeles: SAGE Publications Ltd.
Chand, S. (2019). Target Marketing: Four Generic Target Marketing Strategies. Retrieved from http://www.yourarticlelibrary.com/marketing/target-marketing-four-generic-target-marketing-strategies/13400
Dolliver, M. (2009). Take care when targeting the younger generations. Retrieved from https://www.adweek.com/digital/take-care-when-targeting-the younger generations-online-113643/
Goi, C. L. (2009). A review of marketing mix: 4Ps or more?. International journal of marketing studies, 1(1), 2.
Hartley, K. & Rudelius, W. (2001). Marketing, The Core, 4th Ed., McGraw-Hill.
Hawn, C. (2009). Take two aspirin and tweet me in the morning: how Twitter, Facebook, and other social media are reshaping health care. Health affairs, 28(2), 361-368.
Lane, T. (2019). Healthcare marketing laws. Retrieved from https://smallbusiness.chron.com/healthcare-marketing-laws-67307.html
Study Document
Strategic Marketing Plan For Lemon Thirst Energy Drink
… energy drinks segment and is different from other energy drink products in the sense that it is healthier. This paper outlines the strategic marketing plan for the drink in the United States energy drinks market.
Mission Statement
The mission statement of the Lemon Thirst Beverage Company is … the needs of the consumer and enhance the community and the society at the same time via the use of eco-friendly production and marketing methods.
Vision:
The vision of the Lemon Thirst Beverage Company is to become a leader in the manufacturing of healthy and nutritious drinks … it is made of natural ingredients. Second, because it does not deliver too many calories (Mahajan, 2020).
Industry Overview
As of 2018, the international energy drinks segment was estimated to be worth at least $53 billion. The segment or market is expected to grow at 7.2 percent … entire structure. One of the……
References
References
Ahmed, R. R., Vveinhardt, J., Streimikiene, D., & Awais, M. (2016). Mediating and Marketing factors influence the prescription behavior of Physicians: An Empirical Investigation. Amfiteatru Economic Journal, 18(41), 153-167.
Al-Shaar, L., Vercammen, K., Lu, C., Richardson, S., Tamez, M., & Mattei, J. (2017). Health effects and public health concerns of energy drink consumption in the United States: a mini-review. Frontiers in public health, 5, 225.
Barney, J. B., & Hesterly, W. S. (2010). Strategic management and competitive advantage: Concepts and cases (pp. 4-25). Upper Saddle River, NJ: Prentice-Hall.
Freeman, B., Kelly, B., Vandevijvere, S., & Baur, L. (2016). Young adults: beloved by food and drink marketers and forgotten by public health?. Health promotion international, 31(4), 954-961.
Hitt, M. A., Ireland, R. D., & Hoskisson, R. E. (2012). Strategic management cases: competitiveness and globalization. Cengage Learning.
Kotler, P., & Armstrong, G. (2010). Principles of marketing. Pearson education.
Kunst, A. (2019). Energy drinks consumption: consumers of energy drinks in the United States in 2018. Statista.
Mahajan, S. (2020). Sports And Energy Drinks Market Size & Share Analysis Report, 2019-2026.
Study Document
McDonalds International Expansion
Global marketing Project
Market Analysis
St. Lucia is a small market, with a population of 166,000 people and a GDP per capita of $14,400 (CIA … significant room for McDonalds to enter and build a market in St. Lucia, if it can overcome the other challenges listed above.
Objectives
international, McDonalds wishes to continue to expand. This expansion will help to increase shareholder value, especially if the company can learn some important lessons … company take a greater market share in St. Lucia. The objective will be to get to 25% market share in St. Lucia of international fast food chains. McDonalds feels that it can do this because its locations typically make more money per location than other fast food ……
References
References
CIA World Factbook (2020) St. Lucia. Central Intelligence Agency. Retrieved May 29, 2020 from https://www.cia.gov/library/publications/the-world-factbook/geos/st.html
Deloitte (2020) International tax St. Lucia highlights 2020. Deloitte. Retrieved May 29, 2020 from https://www2.deloitte.com/content/dam/Deloitte/global/Documents/Tax/dttl-tax-stluciahighlights-2020.pdf
Duncan, N. (2019) The QSR 50. Quick Service Restaurants. Retrieved May 29, 2020 from https://www.qsrmagazine.com/reports/qsr-50-11
Patrick (2020) McDonald’s failure in Barbados hides in plain sight. Uncommon Caribbean. Retrieved May 29, 2020 from https://www.uncommoncaribbean.com/barbados/mcdonalds-failure-in-barbados-hides-in-plain-sight/
St. Lucia Times (2019) Saint Lucia slips in ease of doing business rankings. St. Lucia Times. Retrieved May 29, 2020 from https://stluciatimes.com/saint-lucia-slips-in-ease-of-doing-business-rankings/
Trading Economics (2019) St. Lucia corruption perceptions index. Trading Economics. Retrieved May 29, 2020 from https://tradingeconomics.com/st-lucia/corruption-index
Study Document
Fero Beauty
ABC marketing Plan (FERO BEAUTY)
Introduction
The company in question is Fero Beauty. Fero Beauty is a boutique that sells the latest, fashionable and chic … include shoes, accessories such as bracelets and earrings, and clothing for women such as dresses, jeans, and blouses.
In this section of the marketing plan, I will share the company’s pricing and distribution strategy, integrated marketing communications plan, public relations, sales promotion, and personal selling plan, competitive analysis, online and direct marketing plan, and social responsibility/cause-related marketing plan.
Pricing and Distribution Strategy
Pricing alludes to the practice of a business setting the price for retailing its products and services. Distribution … end-user consumption. This section discusses the pricing and distribution strategy for Fero Beauty.
Pricing Strategy
Pricing is one of the components in the marketing mix, and it has a direct impact on the positioning of a product in the market. It is essential……
References
References
Al-Hadban, N., Hadeel, A. G., Al-Hassoun, T., & Hamdi, R. (2014). The Effectiveness of Facebook as a Marketing Tool (Saudi Arabia case study). International Journal of Management & Information Technology, 10(2), 1815-1827.
Andrews, J. C., & Shimp, T. A. (2017). Advertising, promotion, and other aspects of integrated marketing communications. Nelson Education.
Deepa, S., & Chitramani, P. (2015). CSR in retailing industry-a case of three retail stores. International Journal of Business and Administration Research Review, 3(9), 128.
Gould, M. (n.d). Pricing Strategies. Research Starters: Academic Topic Overviews.
Khan, S. (2018). Instagram as a marketing tool for luxury brand. International Journal of Management, Business, and Research, 8(2), 126.
Kotler, P., Armstrong, G., Ang, S. H., Leong, S. M., Tan, C. T., & Yau, O. (2009). Principles of marketing: A global perspective. Prentice-Hall.
Palma, A. P. (2016). Effectiveness of Facebook as a free marketing tool. University of Mindanao International Multidisciplinary Research Journal, 1(2), 21-26.
Smith, P. R., & Taylor, J. (2004). Marketing communications: an integrated approach. Kogan Page Publishers.
Study Document
Compare And Contrast Competitive Business Pricing Models
Price skimming and penetration pricing are marketing strategies typically implemented when businesses commit to a launch of new services or products. Reliant on low upfront prices, penetration pricing attracts customers … & Zale, 2016). Because Apple was the first to truly introduce a smart phone, they became the leader in that area. Therefore, their marketing lent towards adding perceived value to the phone.
References
Nagle, T. T., Hogan, J., & Zale, J. (2016). The Strategy and Tactics of Pricing: New international Edition. London, England: Routledge.
Schindler, R. M. (2011). Pricing Strategies: A marketing Approach. Thousand Oaks, CA: SAGE Publications.…
References
References
Nagle, T. T., Hogan, J., & Zale, J. (2016). The Strategy and Tactics of Pricing: New International Edition. London, England: Routledge.
Schindler, R. M. (2011). Pricing Strategies: A Marketing Approach. Thousand Oaks, CA: SAGE Publications.
Study Document
Brazilian Market Entry Pricing Strategy
… quality of climbing harnesses probably does not change much around the world, for a couple of reasons. One is that climbing is an international sport, and two is that the safety standards for climbing gear are critical, and any gear that does not adhere to international-level safety standards simply won’t be purchased by serious climbers, as it would risk their lives to do so. So it is reasonable to … they can also do premium pricing with this option.
A third strength is that the Brazilian market appears to be sophisticated, with many international competitions held in the country, and the country’s sizeable middle and upper classes who are able to pay for quality gear and who … has to take into consideration. First is the threat of competition. Even if Peak can successfully differentiate from domestic competitors, there are other international competitors that are likely to enter the……
References
References
Chappelow, J. (2019) Monopolistic competition. Investopedia. Retrieved March 28, 2020 from https://www.investopedia.com/terms/m/monopolisticmarket.asp
CIA World Factbook. (2020) Brazil. Central Intelligence Agency. Retrieved March 28, 2020 from https://www.cia.gov/library/publications/the-world-factbook/geos/br.html
Decker, A. (2020) The ultimate guide to pricing strategies HubSpot. Retrieved March 28, 2020 from https://blog.hubspot.com/sales/pricing-strategy
Dourado, A., Canabrava, L, Spadano, L, Alvarenga, P., Salles, R., Advogados, F., Lourencao, M. & Trung, T. (2019) Doing business in Brazil: An overview. Thomson Reuters Practical Law. Retrieved March 28, 2020 from https://uk.practicallaw.thomsonreuters.com/0-503-8385?__lrTS=20180603124715781&transitionType=Default&contextData= (sc.Default)&firstPage=true&bhcp=1#co_anchor_a102539
Downey, L. (2019) Brazilian real. Investopedia. Retrieved March 28, 2020 from https://www.investopedia.com/terms/forex/a/brl-brazilian-real.asp
Furgison, L. (2019) SWOT analysis, step 5: developing actionable strategies. BPlans.com. Retrieved March 28, 2020 from https://articles.bplans.com/swot-analysis-challenge-day-5-turning-swot-analysis-actionable-strategies/
Kokemuller, N. (2020) Entry pricing strategy. Houston Chronicle. Retrieved March 28, 2020 from https://smallbusiness.chron.com/entry-pricing-strategy-61428.html
Riley, C. (2019) Jair Bolsinaro says Brazil is open for business. CNN Business. Retrieved March 28, 2020 from https://www.cnn.com/2019/01/22/business/bolsonaro-brazil-davos-foreign-investment/index.html
Study Document
Using DoorDash To Promote A Restaurant Brand
...International marketing Implementing the Market Strategy
Introduction
Just as important as developing the market strategy is the process of implementing the strategy. Implementation has its own set of challenges that have to be addressed, however. These include forming strategic partnerships, managing top-selling products, improving pricing strategies; developing sales Promotion, advertising and sale promotion strategies; developing digital strategies and measuring market performance. This paper will address each of these challenges and offer solutions for implementing the market strategy for OPG.
Strategic Partnerships
Strategic partnerships the company could develop to help promote both companies could be to look for a local brewer who is wanting to expand and partnering with that brewer to brew in the adjacent building owned by OPG. OPG wants to start brewing its own beer, but instead of hiring a brewmeister and investing in the brewing business, it may make more sense to partner with a small existing brewer and……
References
References
Gallardo-Echenique, E. E., Marqués-Molías, L., Bullen, M., & Strijbos, J. W. (2015). Let’s talk about digital learners in the digital era. International Review of Research in Open and Distributed Learning, 16(3), 156-187.
Gibson, C., & Homan, S. (2004). Urban redevelopment, live music and public space: Cultural performance and the re?making of Marrickville. International Journal of Cultural Policy, 10(1), 67-84.
Lawson, C. (2007). Victorian Young Planners: News and Views-Pot, Parma and Trivia Night. Planning News, 33(6), 12.
Queensland. (2020). Key components of a digital strategy. Retrieved from https://www.business.qld.gov.au/running-business/it/digital-strategy/key-components
Study Document
Walmart And Starbucks Sustainability
… is the ethics of coffee, tea, cocoa and farmer support and this combines with water, energy, green building and climate change. The company's marketing of its approach contains a lot of high level discussion, but there are opportunities to take a deeper dive into specific initiatives and …
Lindgreen and Swaen (2009) note that there are many reasons why a company chooses to behave as it does. There is certainly a marketing interest in CSR, but if there is no financial interest, that raises interesting questions about agency theory. Differentiation from competitors, however, is a … in CSR, but if there is no financial interest, that raises interesting questions about agency theory. Differentiation from competitors, however, is a valuable marketing tool. This might inform the efforts of Starbucks, especially since when the company started there was little in the way ethical consideration from … for profit. So this meta-study……
References
References
Aguilera, R, Rupp, D., Williams, C. & Ganapathi, J. (2005) Putting the S back in corporate social responsibility: A multi-level theory of social change in organizations. Academy of Management Review. (2005). Retrieved November 4, 2017 from https://www.ideals.illinois.edu/bitstream/handle/2142/1768/TS_Aguilera.pdf?sequence=2&isAllowed=y
Banerjee, S. (2008) Corporate social responsibility: the good, bad and the ugly. Critical Sociology. Vol. 34 (1)
Blowfield, M., Frynas, J. (2005) Editorial setting new agendas: Critical perspectives on corporate social responsibility in the developing world. International Affairs. Vol. 81 (3) 499-513.
Brammer, S., Jackson, G. & Matten, D. (2012). Corporate social responsibility and institutional theory: New perspectives on private governance. Socio-Economic Review. Vol. 10 (2012) 3-28.
Campbell, J. (2007) Why would corporations behave in socially responsible ways? An institutional theory of corporate social responsibility The Academy of Management Review. Vol. 32 (3) 946-967.
Epstein, E. (1987) The corporate social policy process: Beyond business ethics, corporate social responsibility, and corporate social responsiveness. California Management Review. Vol. 29 (3) 99.
Friedman, M. (1970) The social responsibility of business is to increase its profits. New York Times Magazine. Retrieved November 4, 2017 from https://www.colorado.edu/studentgroups/libertarians/issues/friedman-soc-resp-business.html
Heningway, C. & Maclagan, P. (2004) Managers' personal values as drivers of corporate social responsibility. Journal of Business Ethics. Vol. 50 (1) 33-44.
Study Document
Papa Johns Strategic Analysis
… its brand in a new way, and this is the best approach to the post-Schnatter brand definition. The company can also focus on international growth, as there appears to be more promise there than the domestic market. All told, by giving the company a sense of strategic ……
References
References
Halzack, S. (2018) Papa John’s just went from bad to worse. BNN Bloomberg. Retrieved April 7, 2019 from https://www.bnnbloomberg.com/papa-john-s-just-went-from-bad-to-worse-1.1120265
IBIS World (2019) Pizza restaurants industry in the US. IBIS World. Retrieved April 7, 2019 from https://www.ibisworld.com/industry-trends/specialized-market-research-reports/consumer-goods-services/food-service-drinking-places/pizza-restaurants.html
Kenton, W. (2019) Porter’s 5 forces. Investopedia. Retrieved April 7, 2019 from https://www.investopedia.com/terms/p/porter.asp
McCormick, M. (2018) Key success factors in a pizza business. Houston Chronicle. Retrieved April 7, 2019 from https://smallbusiness.chron.com/key-success-factors-pizza-business-2788.html
Navellier, L. (2009) Papa John’s – how to beat the recession with pizza. NASDAQ. Retrieved April 7, 2019 from https://www.nasdaq.com/personal-finance/papa-johns-PZZA.stm
Papa John’s Form 10-K 2018. Retrieved April 7, 2019 from https://ir.papajohns.com/static-files/2977c391-0218-4bac-8eb2-dcabd4561cfe
Papa John’s website, various pages. (2019) Retrieved April 7, 2019 from https://www.papajohns.com/company/about-papa-johns.html
QSR (2018) The QSR Top 50. QSR Magazine. Retrieved April 7, 2019 from https://www.qsrmagazine.com/content/qsr50-2018-top-50-chart
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