Dissertationen: „International marketing mix“

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Turčanová, Pavlína. „Marketingová komunikace společnosti při vstupu na zahraniční trh“. Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2021. http://www.nusl.cz/ntk/nusl-443139.

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The main subject of this thesis is the communication mix of selected company which is focused on the production and sale of natural and healing cosmetics and dietary supplements, as well as a proposal for an appropriate marketing communication when entering the market in Poland. The theoretical part contains important terms of marketing and marketing communication, and it presents a theoretical framework for two following parts. The analytical part is then focused on the main characteristics of the selected company and this part also deals with the processing and evaluating of the analysis of internal and external environment, current level of marketing and communication mix. The last part is devoted to the proposals of marketing communication of the company for operating on the B2B market in Poland. These proposals should lead to raising awareness of the company and its products in this market, as well as reaching out and gaining potential business partners and customers.

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Awan, Anam ul Haq, und Shahzad Ali. „Regionalization and Marketing Mix Strategies of a company“. Thesis, Halmstad University, School of Teacher Education (LUT), 2006. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-738.

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Our study deals with the concept of regional trade blocs or open borders (Nordic Region) and their impact on the Marketing Mix Strategies of the firm. The purpose of our study is to analyze the regionalization concept as company point of view and then its impact on the marketing mix strategies of a company operating in Nordic Region. To get the appropriate data for this, we studied a telecommunication company based in Norway and operating in Denmark and Sweden as well. We adopted the inductive approach and case study method, and our study is based on our research findings, on the basis of which we developed our own model. The model discusses certain variables and factors which influence the marketing mix decisions of the company.

The study results show that company felt the reality of open market and trying to get the advantages of this opportunity by modifying or reorganizing its marketing mix strategies according to the open market conditions. Innovation and product development according to the customer demands in different markets forced the company to take attention about their product line and product components. Competition in local and regional market forced the company and they based their price strategy on competition so competition became a driving force for the company’s price strategy. Open borders gave a number of alternatives to position the products and Telenor is using different distribution channels which vary from market to market and country to country. Company adopted trans-border strategy for the easiness of their end consumers and used different brand names in different markets but with single logo at all.

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Vrontis, Demetris. „Integrating adaptation and standardisation in international marketing : the AdaptStand Modelling Process“. Thesis, Manchester Metropolitan University, 2000. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.311206.

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The debate of whether to standardise or to custom-tailor marketing strategies and tactics in international markets has continued to trouble academics and practitioners alike and has produced many and varied opinions. Supporters of global standardisation argue that a single marketing strategy and a standardised marketing mix (tactics) should be used in international markets to minimise total costs and promote a global corporate image. In contrast, advocates of international adaptation debate that marketing in overseas markets should be adapted to fit the unique dimensions of each local market. Opposing the two polarised positions, literature quoting practical evidence suggests that companies make contingency choices which relate to key determinants in each circumstance. This doctoral research focuses on the tactical level. It hypothesises that multinational companies' tactical behaviour is integrated as a result of several reasons `pulling' it towards the one or the other side of the continuum. Equally, it proposes that such behaviour and the importance of reasons `pulling' it, could be significantly different based on nine factors. Consequently, this research seeks to discover the unique way in which the reasons and factors interact with international marketing tactics in any given `country and company situation'. A review of the literature (chapters two and three) allowed the development of a framework (chapter three) that presents the main perspectives of the different schools of thought towards the processeso f adaptation,s tandardisationa nd integration of marketing tactics. Its formulation made possible two main stages in this research: it firstly allowed the researcher to formulate the secondary hypotheses, and secondly it permitted the design of a questionnaire to test these hypotheses and carry out the necessary empirical research and collection of primary data. Based on the Positivist philosophy, the research design (chapter four) involved a questionnaire survey on the 500 biggest UK multinational companies across five industrial sectors. The analysis (chapters five and six) was mainly quantitative and was undertaken with S. P. S. S. and Excel statistical packages. It utilised chi-square (x2) and analysis of variance (ANOVA) statistical tests. Research results identified that UK multinational companies do not solely utilise adaptation or standardisation across their marketing mix elements. When facing the dilemma of implementing marketing tactics, the researched UK multinational companies were found to integrate the processes of adaptation and standardisation. Both processes co-exist and multinational companies are striking to find a balance. This research identified that the level of integration is dependent upon a consideration of the relationship between the reasons and elements identified, and an understanding of how these are affected by a number of factors. Followed the results of the analysis, this thesis proposes a new modelling approach, the AdaptStand Process (chapter seven), which outlines different steps to be undertaken by multinational companies towards identifying the degree of integration across the marketing mix elements. Consequently, this thesis aims to enlarge the existing body of knowledge in the subject area and guide marketing directors acid managers in deciding on marketing tactics when competing in the international marketing arena.

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Bednářová, Markéta. „Plán internacionalizačních aktivit pro vybranou organizaci“. Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2020. http://www.nusl.cz/ntk/nusl-414484.

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The thesis is focused on the creation of a plan of internationalization activities for the Brno University of Technology, the aim of which is to raise the awareness of the organization abroad, specifically at universities within the European Union. The theoretical part of the thesis introduces the individual concepts and analyzes that are furtherly used in the following parts of the thesis. The analytical part evaluates the current situation in the organization and serves as a basis for the proposals. In the proposals of the thesis, a plan of internationalization activities of the university is created.

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Štěrbová, Michaela. „Oslovení nových zákazníků na B2B trhu ve Velké Británii“. Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2020. http://www.nusl.cz/ntk/nusl-414501.

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This diploma thesis is focused on the communication mix in a Czech company operating in the field of web analytics and also on its proposed design for the B2B market in England. The theoretical part is focused on the definition of marketing, international marketing, marketing and communication mix. The analytical part is focused on the characteristics of the company, analysis of the micro and macro environment, analysis of the marketing and communication mix of the company. The last part is devoted to the design of the company's communication mix for the B2B market in England. These proposals should lead to reaching new customers and possible gaining of new customers from the already mentioned market.

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Richter, Frank-Thomas Tobias. „Marketing mix standardisation in international marketing : an empirical investigation of the degree of marketing programme standardisation in German companies and its internal and external correlates“. Thesis, University of Warwick, 2000. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.369808.

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Švarc, Ondřej. „Internacionální marketingové aktivity společnosti Mondeléz na vybraných trzích“. Master's thesis, Vysoká škola ekonomická v Praze, 2013. http://www.nusl.cz/ntk/nusl-198260.

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Main objective of this thesis is to analyze international marketing of Mondeléz International company with a focus on international environment and its impact on the company, analysis of marketing mix of specific international products and survey examining the extent of awareness of the former Kraft Foods and current Mondeléz company. Results of this work should give a reader an overview about development of Mondeléz company and international activities of the company applied in environment of Czech Republic.

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Kruljacová, Anna. „Návrh marketingové strategie vybrané firmy“. Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2017. http://www.nusl.cz/ntk/nusl-358405.

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Diplomová práca sa zaoberá návrhom marketingovej stratégie vybranej spoločnosti. Návrh bol realizovaný na základe požiadavok start-up spoločnosti, ktorá sa zaoberá predovšetkým vývojom softvéru, chce expandovať do zahraničia a nemá žiadne skúsenosti s marketingom. V práci je prevedená externá aj interná analýza spoločnosti. Taktiež bola prevedená analýza kľúčových faktorov úspechu a analýza hlavných konkurentov. Interná analýza spoločnosti pozostáva zo 4 P marketingového mixu a SWOT analýzy. Posledná časť práce vyberá vhodnú stratégiu vstupu na zahraničný trh a detailne analyzuje návrhy pre marketingový mix spoločnosti. V práci je taktiež navrhnutý zjednodušený finančný plán. Na konci práce sú zhodnotené prínosy diplomovej práce pre vybranú spoločnosť.

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Svendsen, Anne Sakseide. „Selected Aspects of Cultural Differences and their Influence on the International Marketing Mix“. Master's thesis, Vysoká škola ekonomická v Praze, 2010. http://www.nusl.cz/ntk/nusl-74650.

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Culture is an important business element which can make the difference between success and failure for businesses that will expand abroad. The differences between two cultures do not have to vary to a large extent, but they still have to be considered. Hence knowledge about culture plays an important role in a company's decision making process. This master thesis is focused on selected aspects of cultural differences and their influence on the international marketing mix. The first part of the thesis contains a theoretical overview of culture and some of the main research which has been done through history: Hofstede and Trompenaars. Further on theory about Philip Kotlers' four P's are discussed, as well as how the culture elements influence the international marketing mix. The practical part consists of a case study of the international marketing mix Häagen-Dazs uses on the Chinese market. It starts with general knowledge about Häagen-Dazs, their products and their strategy in the United States. Then it continues with basic information about China, Chinas' history and culture which is relevant to understand the changes Häagen-Dazs have made on their marketing mix used in China. Further analyses of Häagen-Dazs' marketing mix on the Chinese market is discussed. The emphasis is put on the elements which are adapted to the Chinese culture and why these changes were made. The practical part also includes Hofstede's analyses about China and sees if these analyses are applicable on the marketing mix that Häagen-Dazs use. As a closure of the practical part further recommendations for Häagen-Dazs' in China have been conducted with emphasis on adaption to the Chinese culture.

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Gatialová, Martina. „Návrh na zlepšení komunikačního mixu vybrané společnosti“. Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2021. http://www.nusl.cz/ntk/nusl-443117.

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The diploma thesis deals with the proposal for the improvement of the communication mix in a selected company. The thesis is divided into three parts. The first part focuses on theoretical knowledge about marketing and definitions of selected analyzes. The second part consists of analysis of environment of the selected company and marketing research concerning the satisfaction of the company's existing foreign customers. The final part contains the proposals for improving the communication mix, which were created based on the analysis.

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Šenková, Michaela. „Návrh změn marketingového mixu v mezinárodní poradenské společnosti“. Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2021. http://www.nusl.cz/ntk/nusl-443118.

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This diploma thesis is focused on the current state of the marketing mix of a chosen company focused on project management consulting. Solutions to improve the marketing mix of this company are proposed based on the results of marketing analyses of the external and internal environment of the company.

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Kadlec, Tomáš. „Strategie vybraných firem při vstupu na zahraniční trhy“. Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-76742.

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This diploma thesis deals with development of new international marketing strategy. The goal is to prepare specific company for entering new markets in Slovakia and Jordan. Content of the thesis includes analysis of macro and micro environment of mentioned markets followed by specific recommendations related to particular domains of international marketing mix. International expansion of the company will start from the Czech market and the firm's situation on this market is described in the beginning of the thesis.

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Tran, Thi Thanh Nga. „Komunikační mix začínající firmy“. Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2010. http://www.nusl.cz/ntk/nusl-222609.

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Master’s thesis deals with the proposal of communication mix for start-up company. This strategy is based on theoretical knowledge of international marketing, marketing communications as well as the analysis from the study of external and internal factors of the company.

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Babchuk, Tetiana. „Mezinárodní aspekty vstupu podniku na nový trh na příkladě s.r.o. EkoThermoGroup“. Master's thesis, Vysoká škola ekonomická v Praze, 2010. http://www.nusl.cz/ntk/nusl-113663.

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International cooperation plays a great role not onlyin the global economy, but in life of every person. Without internationaltrade, we should not even have a half of those products and services that wehave now and human development could be stopped in the Stone Age. Integrationof international management should be seen as an opportunity, from which ispossible to extract knowledge and financial benefits. This final thesis is focused on one aspect ofinternational trade, the integration of the company to EU. In the first part ofthis work there is an examination of business conditions in EU, entry barriersand new strategies for the enterprises in the international market. In thesecond part there is an analysis of Ukrainian company EkoThermoGroup, whichwould like to enter into the market of Czech Republic. This work should be guidance for young companies thatwant to start international business in the EU market.

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Urbánek, David. „Mezinárodní marketingová strategie v oblasti herního průmyslu a mikrotransakcí“. Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2021. http://www.nusl.cz/ntk/nusl-443108.

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The thesis is focused on international marketing of gaming industry. It’s focus is on trends and possibilities of international marketing strategy for microtransactions. The theoretical part aims to define basic concept of gaming industry, marketing, microtransactions, customer behavior and ways to engage with him. The analytical part is creating a concept of international marketing strategy for a game, which is being developed by the author of this thesis based on quality research and theoretical background. This strategy is supposed to engage with customers not interested in microtransactions.

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Tatarová, Barbora. „Návrh mezinárodní marketingové strategie vybraných událostí pro vybranou příspěvkovou organizaci města Brna“. Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2020. http://www.nusl.cz/ntk/nusl-414486.

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This thesis deals with the proposed marketing strategy of selected events for the contributory organization, TIC BRNO and provides recommendations for the organization. The first section describes the individual goals of the work. The theoretical section briefly outlines the basic terminology necessary for understanding the topic. This section is devoted to marketing, international marketing, marketing strategy and destination marketing. The majority of the theoretical section concentrates on digital marketing, social marketing and marketing mix. The analytical section analyzes the current state of the contributory organization and selected events. The practical section mainly contains the interpretation of the marketing strategy proposal for the visibility of selected events abroad in order to attract new foreign tourists.

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Kučerová, Amálie. „Optimalizace marketingového mixu vybrané společnosti na slovenském trhu“. Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2021. http://www.nusl.cz/ntk/nusl-443456.

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This diploma thesis focuses on the issue of marketing mix of a Czech company that operates in an international environment and its optimization for the B2B market in Slovakia. In the introductory part of the thesis, the problems and objectives of this work will be described in details. The theoretical section is focused on definition of basic marketing concepts, marketing mix, analysis of the company and its surroundings. The following part contains the characteristics and analysis of the current state of the selected company and the Slovak market. The final part of the thesis contains a proposal for optimizing the marketing mix of an existing product on the market with the aim of expanding export options and increasing market share.

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Zhao, Haining, und Ruoyi Liu. „A Comparetive Study Between International hotel-Accor and Chinese Local Brand-Jin Jiang for Exploring Marketing Strategies for Chinese Hospitality Industry“. Thesis, Mälardalen University, School of Sustainable Development of Society and Technology, 2009. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-6142.

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The research explores the marketing strategies for Chinese local hotels after doing the comparative study and analyzing the operations of Accor and Jin Jiang based on the Marketing Mix theory. The improving strategies are varied, which includes the product, promotion, etc. Offering guidance for the whole Chinese local hotels are the ultimate objective of the research.

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Nikitina, Oleksandra. „Marketing Strategy for Starbucks café in the Ukrainian market“. Master's thesis, Vysoká škola ekonomická v Praze, 2012. http://www.nusl.cz/ntk/nusl-199064.

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The goal of this thesis is to conduct a research and thorough analysis of the suggested new market for international company. In case of positive recommendation regarding market entry, marketing strategy and marketing mix are to be developed and proposed. The central idea behind the topic is to suggest efficient marketing strategy for Starbucks Corporation, global coffeehouses chain and coffee specialties seller, entry to the Ukrainian market. The recommendation is to be based on thorough analyses and researches of market environment and company's potential position. The thesis is divided into theoretical, analytical and practical parts. The theoretical part summarizes academical knowledge that is related to the topic of the thesis and that is used in further analytical and practical parts. Analytical part presents analyses made on country and industry situation and on current company's profile and strategies. In practical part, based on the analyses performed, the final recommendation on the mode of entry and marketing strategy is made.

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Åkesson, Anna. „Internationalisation and international marketing in practice : three case studies of small and medium-sized B2B companies“. Thesis, Högskolan Kristianstad, Fakulteten för ekonomi, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:hkr:diva-20867.

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Because of an increased Globalisation, it is no longer a question whether or not to operate on an international level. Globalisation refers to the fact that companies do not only compete with local companies; they also compete with companies that invade the domestic market. The international participation establishes a coercion to deliver a competitive international marketing. Guidelines for Internationalisation and international marketing have been done on the basis of the premise of big companies. Hence, when it comes to small and medium-sized B2B companies this thesis contributes with additional information. The purpose is to explore how small and medium- sized B2B companies market themselves in an international context. Understanding how these companies have come as far as they have come, how these companies perform on the international market and how they act to reach new markets. This has been explored through literature revolved around major steps in internationalisation and standardisation or adaptation of the marketing mix in the context of SME and B2B. The study is based on three case studies of three Swedish international small and medium-sized B2B companies. The research approach was abductive, and the empirical collection was of qualitative form. The empirical material was collected through in-depth semi structured interviews with knowledgeable representatives from international small and medium-sized B2B companies. The interviews were complemented with secondary data. Findings reveal that even though the three companies are in stage three in their internationalisation, there are differences in regard to how active they are internationally. Regarding how the companies internationalises, these companies internationalised because of a demand abroad or the benefit of increase profit. These companies mainly used waterfall approach and entered countries one by one with the exception of one company who used sprinkler approach. Also, these companies entered countries that are similar and close compared to the domestic country Sweden. Furthermore, these companies entered a market through Direct Export in forms of subsidiaries and own or locally agents. Furthermore, insights in standardisation and adaptation of the marketing mix were revealed, where product and place were adapted by all companies. Price and promotion were adapted in two out of three companies and standardised in one company. Connected to the context of the study, being a small and medium-sized company was not a crucial limitation for the companies’ internationalisation. Additionally, regarding the context of B2B, quality & design, Long-term customers & Word of Mouth showed to be the most important key factors for B2B companies that operate internationally.

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Veselá, Markéta. „Návrh marketingové strategie vybraného českého podniku s expanzí na zahraniční trh“. Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2021. http://www.nusl.cz/ntk/nusl-443136.

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This diploma thesis is focused on the issue of entry of a selected Czech company into the foreign market. This company is based in Znojmo and its main business is the rental of wedding dresses. The work is divided into three main parts. The first part forms a theoretical framework, which consists of basic concepts of the problem. This is followed by an analytical part, which consists of the characteristics of the company and an analysis of the external and internal environment. The last part, following the previous part, consists of own proposals created for the entry of a selected Czech company into the foreign market.

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Havelková, Tereza. „Vstup firmy na zahraniční trh“. Master's thesis, Vysoká škola ekonomická v Praze, 2012. http://www.nusl.cz/ntk/nusl-199021.

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The master thesis deals with the possibilities of international expansion in case of the company from Brno. The theoretical part contains all variants of entry to foreign markets, risks from international activities, the core of PEST analysis, Porter model of 5 forces and analysis of Boston Consulting Group. Practical part focuses on the company and its activities. The thesis defines appropriate export product and foreign market. The variants of international expansion are specified and compared in the end of the thesis. Also, a marketing mix is proposed for the most suitable variant of entry.

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Sadloňová, Lujza. „Mezinárodní marketingový mix společnosti vstupující na zahraniční trh“. Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2021. http://www.nusl.cz/ntk/nusl-443116.

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The diploma thesis focuses on the issue of the international marketing mix of a Czech company entering the German market. It specifies the motives and forms of entering the foreign market and defines the individual components of the international marketing mix. It contains a suggestion for a suitable form of entry, elaboration of an international marketing mix of the company and based on a survey of competitive prices of selected products, it recommends choosing a suitable pricing strategy when entering a foreign market.

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Christov, Tomáš. „Adaptacia marketingové strategie slovenské firmy pre český trh“. Master's thesis, Vysoká škola ekonomická v Praze, 2014. http://www.nusl.cz/ntk/nusl-193375.

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The aim of the Diploma thesis is to find out the necessary extent to which Slovak company must adjust its marketing strategy to conditions on the Czech market and to work out proposals for improvement of the strategy. The thesis deals with basic approaches to international marketing strategy, their advantages and drawbacks, types of communication media used in international environment and the relationship between communication policy and the rest of the elements of marketing mix in detail. This theoretical knowledge is used in terms of particular company which entered the Czech market. The thesis thereinafter analyses the extent of necessary adjustment of marketing strategy of the company to conditions on the Czech market based on the information provided directly by the management of the company and conducted market research. At the end of the thesis there are proposals for improvement of the strategy of the company which do not have to be in total accordance with its company goals.

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Hostinová, Zuzana. „Návrh marketingového mixu společnosti“. Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2013. http://www.nusl.cz/ntk/nusl-374567.

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The thesis should serve as a basis for strengthening the marketing mix Molpir, which became the European representative of MSI corporations and acts as an innovator, integrator and distributor of multimedia systems for buses, trains, ships and other mobile vehicles. The company proposes to improve the product, focusing on the user. I hope that my ideas and insights will help the company in its subsequent success in the market and increase the marketability of multimedia devices in the European market.

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Hanáčková, Marie. „Expanze na zahraniční trhy“. Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2010. http://www.nusl.cz/ntk/nusl-222408.

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The aim of this graduation thesis is to elaborate on the proposal of expansion into foreign markets for an engineering company. Included in the thesis are theoretical resources, an analysis of present cirkumstances of the company and its environment and an analysis of selected foreign markets with focus on the Austrian market. The last part of the thesis concerns the proposal and recommendation for the company on how to enter the Austrian market.

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Maštálková, Martina. „Analýza kulturních hodnot v mezinárodním prostředí a její vliv na strategii organizace“. Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-162853.

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This diploma thesis deals with the role of cultural values in the international cooperation. Theoretical part focuses on the definition of culture, its elements, problems of multicultural teams and cultural dimensions. Practical part concentrates on the ERA, international non-profit organisation. It contains the presentation of the organisation, including its development, economic meaning, situational analysis and marketing mix. An integral part of this thesis is the research. Its objective is to obtain information about respondents' views on the organization itself, its ideas and values, and possible international and cultural barriers.

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Juráková, Hana. „Marketingový plán pro letoun L410 NG společnosti Aircraft Industries, a.s“. Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2014. http://www.nusl.cz/ntk/nusl-224318.

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This master´s thesis deals with compiling a marketing plan for L 410 NG aircraft, manufactured by Aircraft Industries a.s.. The first part includes general theoretical knowledge, focusing on the process of formulating a plan by analyzing the external environment SLEPTE , Porter's five forces model, SWOT analysis and marketing mix 5P. In the second analytical part, the fundamental theory is applied to the company. On the basis of the results achieved, the individuals steps of a new marketing plan, including costs and time schedule are formulated in the final part of the thesis.

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Mustonen, Ruusa, und Hanna-Riikka Jokiperä. „CAN Europe - Market Research of Sweden“. Thesis, Mälardalen University, School of Sustainable Development of Society and Technology, 2009. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-6633.

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Abstract

Date: May 15, 2009

Course: Master thesis, EFO705

Authors: Hanna Jokiperä 800218-T108, hja08001@student.mdh.se

Ruusa Mustonen 830711-P263, rmn08001@student.mdh.se

Tutor: Tobias Eltebrandt

Title: CAN Europe – Market Research of Sweden

Strategic question: How can CAN Europe launch the internationally standardised vocational skills assessment tests successfully to Sweden? The purpose of this master thesis is to provide the company with comprehensive information about the Swedish market and to suggest ways to implement the launching process.

Research questions:

What are the characteristics of the Swedish labour and recruitment market?
Are the Swedish companies interested in using CAN Europe’s tests?
What would be the suitable marketing mix when entering the Swedish market?

Methods: Besides the comprehensive collection of secondary data, the primary data was collected by the means of an open-ended questionnaire among large companies and recruitment agencies in Sweden. The research was conducted in order to gather in-depth information about the recruitment field in Sweden.

Conceptual Framework: Theories of ‘The International Marketing Task’, ‘The Country Notebook’ and ‘The Market entry plan’ were used. Theories and concepts were chosen for the purpose that they would support each other and could be used by combining them when making the analysis of the findings.

Conclusion: According to the study, Sweden seems to be highly potential country for CAN Europe to enter since the relevant aspects for successful launch exist in the market i.e. in terms of companies’ interest and needs, and the characteristics of the skills assessment and recruitment market in Sweden.

Key Words: Market entry plan, marketing mix, international launch, market research, skills assessment, recruitment, blue-collar

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Vrana, Pavel. „Analýza potencionální expanse Kofoly do Německa“. Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2017. http://www.nusl.cz/ntk/nusl-255780.

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Účelem této práce je analyzovat potenciální expanzi Kofoly, ČeskoSlovensko a.s. do Německa a poskytnout doporučení na základě výzkumu a literatury. Autor bude analyzovat odvětví nealkoholických nápojů a podnikatelský potenciál v Německu.

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Sedlářová, Alena. „Mezinárodní marketingová strategie společnosti ExxonMobil“. Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-125206.

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Master thesis ExxonMobil International Marketing Strategy deals mainly with brand management and communication strategy of ExxonMobil Corporation and its selected competitors (Royal Dutch Shell plc, BP p.l.c.). Elements of these strategies are compared and based on the SWOT analysis strengths, weakness, opportunities and threats of ExxonMobil strategy are identified. In conclusion, the thesis introduces recommendations for possible changes in ExxonMobil marketing strategy. The work itself is divided into 4 chapters. The first chapter introduces the corporation, its structure and strategy. Second part describes ExxonMobil's brand management and communication strategy. The following part is focused on the description of the selected aspects of marketing strategy within the competitors - Royal Dutch Shell plc and BP p.l.c. The final chapter presents comparison of the competitors' strategies, SWOT analysis for ExxonMobil marketing strategy and offers recommendations for possible changes in the corporation strategy.

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Oklešťková, Sára. „Studie proveditelnosti expanze vybrané společnosti na zahraniční trh“. Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2020. http://www.nusl.cz/ntk/nusl-414483.

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The main goal for this diplomatic field is to study the expansion achievement of a particular company breaking into the international market. First part of this study consists theoretical solutions which targets strategies of the best way to enter a new market in Austria. In this particular analysis it is covered a research on local and outlying regions. And this study covers the possibility of entering this market and consider the viability of expansion that may enhance it's growth and profitability. There are strategies put in place in this study that will outline the expenses of marketing and other solutions. It is vital to perform this study to assure that such business is not only going to be successful but also to perform at it's highest level.

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Prudente, Marise Evangelista. „INFLUÃNCIA DOS ELEMENTOS DO COMPOSTO DE MARKETING NA DECISÃO DE COMPRA DE ARTESANATO: UMA INVESTIGAÃÃO NO MERCADO CENTRAL DE FORTALEZA“. Universidade Federal do CearÃ, 2006. http://www.teses.ufc.br/tde_busca/arquivo.php?codArquivo=15457.

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Neste trabalho Ã apresentada uma investigaÃÃo que visa identificar a ordem de influÃncia dos elementos do composto de marketing â produto, preÃo, comunicaÃÃo e distribuiÃÃo - na decisÃo de compra de artesanato pelos turistas nacionais e estrangeiros do Mercado Central de Fortaleza. Para tanto, foi realizada uma pesquisa quantitativa, com 256 turistas compradores do Mercado, sendo 204 brasileiros e 52 estrangeiros, utilizando um questionÃrio estruturado por meio de entrevista direta, tendo como base teorias que abordam a temÃtica em questÃo. Em sÃntese, as conclusÃes extraÃdas desta investigaÃÃo mostram que o produto Ã o elemento do composto mercadolÃgico de maior influÃncia na decisÃo de compra, seguido do preÃo, do atendimento e da apresentaÃÃo do ponto-de-venda. A pesquisa tambÃm pÃde constatar que os turistas tÃm uma boa percepÃÃo desses elementos. Este estudo fornece informaÃÃes que podem auxiliar os permissionÃrios do Mercado Central no desenvolvimento de estratÃgias mercadolÃgicas, objetivando o alcance das necessidades de seus clientes.
This study presents an investigation that intends to identify the influence of marketing tools â product, price, communication and distribution â in purchase decision of handcrafts by tourists in âMercado Central de Fortalezaâ. A research was done with 256 buy trunts in the market, 204 brazilians and 52 foreigners, using a structured questionnaire and direct interviews. The conclusion of this investigation is that the product is the element of major influence in the decision to buy, followed by the price of that product, the salesman and the presentation of the store. The research identifies that the tourists have a good perception of these elements. This study provides information to the development of marketing strategios with the objective of reaching the clients necessities.

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Záhradník, Šimon. „Rozvoj obchodních aktivit společnosti BS VINAŘSKÉ POTŘEBY, s.r.o“. Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2017. http://www.nusl.cz/ntk/nusl-316961.

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The aim of the thesis is to prepare a draft plan for expanding business activities for the company BS vinařské potřeby, s.r.o.. This precedes a part describing theoretical foundations in accordance with the defined problem and a part dealing with the analysis of internal and external environment in which the selected company is located.

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Gryč, Matěj. „Podnikatelský záměr rozvoje společnosti GREEN SPEDITION s.r.o“. Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2018. http://www.nusl.cz/ntk/nusl-377958.

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The aim of this work is to evaluate the current situation of Green Spedition s.r.o. and to formulate the business plan for further development. The theoretical basis forms the basis for further exploration. The current state has been assessed by using strategic and financial analysis methods and other indicators used to manage the company. The results are the basis for the formulation of recommendations to ensure the future development of the company.

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Dannewald, Till. „Die Modellierung von strategischen Wettbewerbsbeziehungen auf internationalen Märkten : eine empirische Untersuchung /“. Hamburg : Kovač, 2009. http://d-nb.info/994678150/04.

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Gurbin, Jennifer. „(Mis)placing race: Deconstructing myth in televised advertisements for three child sponsorship organizations“. Thesis, University of Ottawa (Canada), 2008. http://hdl.handle.net/10393/27766.

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Direct Response Television (DRTV) programming for child sponsorship is an extremely effective form of fundraising in Canada. However, it also proves to be one way in which racialized knowledge is being reproduced. This project deconstructs the DRTV for three child-sponsorship NGOs: World Vision Canada, Plan Canada, and Christian Children's Fund. What the analysis reveals is a type of advertising dependent on antiquated dynamics of colonial dominance between Canada and Africa. This project also explores the reasons for its success despite Canada's anti-racist rhetoric. Drawing from the works of Roland Barthes, Pierre Bourdieu, Fances Henry and Carol Tator, and others, this study draws conclusions about the cultural identity of the Canadian mainstream, and proposes critical consumption and the questioning of sociocultural norms as a way forward.

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Chen, Hui-Ling, und 陳惠玲. „Marketing Mix of International Cruise Lines in Taiwan“. Thesis, 2004. http://ndltd.ncl.edu.tw/handle/98615221030726493093.

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碩士
世新大學
觀光學系
92
Marketing Mix of International Cruise Lines in Taiwan Student：Hui-Ling Chen Advisor：Prof. Fisher Chia-Yu Chen Shin Hsin University Tourism Department Abstract With the rise of international travel, people search for different types of travel patterns. Since Star Cruises were introduced into Taiwan, cruise travel has become more popular than ever. This study attempted to understand how international cruises develop their marketing mix in Taiwan. Three cruise companies were selected as research cases：standard cruises-Carnival Cruise Lines, premium cruise-Celebrity Cruises and luxury cruise-Silversea Cruises. According to the results of in-depth interview and content analysis, this research found : 1. Standard cruise company more focuses on facility built-up and reserving space for publics. They hire employees from countries with lower costs. Additional charge is common for onboard activities and services. This kind of cruise attract customers from mass media such as newspaper and magazine. 2. Premium cruise company focuses on creating valuable experiences for customers and emphasizing their high quality of amenities, delicate meal service and employees from all over the world. Their price strategy is quite similar to standard cruise. Both of them request extra charge for many services. Premium cruise company promotes themselves by using mass media as well as public relations. 3. Luxury cruise company is more conscious on customer privacy. Customers in this category expect high quality service, luxury facilities, and delicate meal service. Luxury cruise insists to hire European employees to provide customers with best service. It charges customers by using package payment without extra tips requirement. Marketing public relations are the major tools to communicate with customers. ______________________________________________________________ Keywords: International Cruise; Marketing Mix; Case Study

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SHYU, DUN-LIN, und 徐敦玲. „Green Port Marketing Mix Elements in Taiwanese International Commercial Ports“. Thesis, 2018. http://ndltd.ncl.edu.tw/handle/gz7sue.

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碩士
逢甲大學
運輸與物流學系
106
Green Port has become one of the most concerned issues among port operators worldwide in recent years. Most literature about Green Port in the past focused on developing greening strategy or analyzing the direction of greening plans, and therefore, the study was based on marketing and discussed considerable factors and attributes of Green Port development by analyzing survey-questionnaire. The respondents of this study included not only the staff members form Maritime & Port Bureau and Taiwan International Ports Corp-oration Ltd. (Headquarter and branches in Keelung, Hualien, Taichung and Kaohsiung) but also participants on registers of member representatives from Shipping Agencies Associations and National Association of Chinese Ship-owners. A total of 100 questionnaires were distributed (20 to MOTC, 50 to TIPC, 20 to NACS and 10 to shipping agencies). 70 valid questionnaires were received and the response rate was 70%. The study focused on Product, Price, Place and Promotion through Importance-Performance Analysis. The result indicated that the items needed to be maintained (high importance and high performance) among four factors: international environmental certification, creating complete guidelines of developing Green Port and the development and integration of wharf and transit shed facilities in Product; tax incentives and rewards in Price; building single-window system in Place; the improvement of employee training and holding forums regularly in Promotion. The items needed to be improved as a first priority (high importance and low performance): waste dumping management in Product, and setting automated online computer connections in Place. The conclusion of the study revealed the essentials of marketing mix and could be for the reference of both authorities and port-related traders when using marketing strategy and in the process of managerial decision making.

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Kaczynska, Monika, und Azzawi Lena Al. „Marketing mix in banking in the time of a global financial crisis“. Thesis, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-15737.

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Title:Marketing mix in banking in the time of global financial crisis. Purpose:The purpose of this study is to gain better understanding of banks‟ marketing mix in the time of a global financial crisis. Theoretical framework:The theoretical framework presents a review of selected theories of marketing mix and crisis management, the focus on marketing mix in banking and marketing mix in the time of a crisis. Method:This is a qualitative research, with a deductive approach. The research has a form of multiple case study. Empirical Framework:The empirical data have been obtained through interviews and secondary data research. Analysis:The empirical data have been compared with the theoretical framework. The changes of marketing mix trough those phases are analyzed – separately for Sweden and Estonia, by doing two within-case analysis. This is followed by a cross-case analysis. Findings:The global financial crisis resulted in a two-stages crisis for Swedbank. Marketing mix has been used actively by the company while overcoming the impact of the crisis. Depending on the type of the crisis, different marketing mix elements can contribute to the battle against the crisis. The marketing mix changes over different stages of the crisis, because of both internal and external factors.

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Heh, Dong-Meei, und 賀冬美. „The International Marketing Strategy for Jewelry Industry ─A case study of「S」 company''s marketing mix for entering Australian market“. Thesis, 2002. http://ndltd.ncl.edu.tw/handle/33428331818913382981.

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碩士
國立中山大學
企業管理學系研究所
90
ABSTRACT The concentration of the study is on the international marketing strategy of marketing mix for jewelry industry. The enduring existence and growth of an enterprise rely upon the persistent pursuit of above-average return. Before invading the market, an elaborate strategic plan is essential in which marketing is the drafting of a well-knit and competitive strategic 「planning」before action; Sales is the 「execution」of selling. With this manner, an enterprise is able to maintain the competitive advantage and create the satisfactory profit that marketing is a science that is to be applied in this arena. In a case study of a company called “S”, they moved operations to Mainland China, prior to entering the Asian Pacific－Australian Markets. How will this move help the company become competitive by their manufacturing advantages, develop overseas channels and the setup of an effective marketing strategy which can be implemented into the practical work, will be the motivation of the research. As the outset, the study focused on the marketing mix before entering the market. A questionnaire was carried out to investigate the marketing mix Australian exemplary companies and it will be based on the current situation in the industry to match the theoretical application on the market. The interview was also employed to complement and intensify the practical experience. In order to build up a constructive marketing strategy for 「S」company’s reference. The out come from the research are: 1. By price－quality as the segmentation variables, the market segments will be high price & high quality, middle price & middle quality and high price & high quality for the market segment of consumers. 2. By the data analysis of demographic variables indicated that the best buying power consumer who with higher income. 3. The most concerning factors、motivating factors、the product type are significant related. And the product design preferences and brand name has significant differences. 4. The places for companies and consumer shows a significant related which the companies are mainly have their own outlets/stores for distribution channels；consumers are direct buying from the stores. 5. The advertising and the way of promotion are significant differences between companies and consumers. The companies are participate international trade show or sponsorship activities as the promotion；consumer received advertising and promotion are mainly by radio or TV media. In conclusion, based on the result of this research the suggestions are: use「high value strategy」 to enter the market at beginning； product type in basic design and classic design as the leading products by the short term in OEM, mid term policy in ODM markets and the version for long term will be OBM；the distribution channel will be constructively large chain stores as the retailer in the middle；referring to product promotion, taking part in trade shows, and for information exchange and develop product technical ability. By centering on the target market & position and marketing mix (4P, product, price, place and promotion) respectively, the out come of the research could be the guideline of international marketing strategy to 「S」company for entering Australian market.

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Severino, Hugo Virgílio Teixeira Santos. „International marketing strategy of Portuguese SMEs: case of Casa Ermelinda Freitas“. Master's thesis, 2018. http://hdl.handle.net/10071/18449.

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Our reality as consumers is increasingly globalized and the borders of the countries no longer present as barriers to our most exquisite tastes. Nowadays, with a simple internet connection, we already can buy products from all corners of the world and the same is also true for all small and medium-sized enterprises that want to put their products on sale in the international markets, in order to expand their customer networks and increase their profits. Casa Ermelinda Freitas, led by recognized and acclaimed Leonor Freitas, is one of the major examples of the success of Portuguese family owned businesses abroad. Throughout this dissertation, the entering strategy used by the Portuguese company will be carefully detailed and explained so that it is possible to fully understand what steps were taken and what recommendations to draw from its success. In addition to the strategy, all necessary resources will be analyzed in the preparation and development of international markets, assessing the critical factors for this process. Finally, we will discuss the adaptations made at the product level, the distribution channels used, the pricing strategy and all the promotional means involved.
A nossa realidade enquanto consumidores é cada vez mais globalizada e as fronteiras dos países já não se apresentam como barreiras aos nossos gostos mais requintados. Hoje em dia, com uma simples ligação à internet, já podemos comprar produtos de todos os cantos do mundo e o mesmo também é verdade para todas as pequenas e médias empresas que desejam colocar os seus produtos à venda nos mercados internacionais, por forma a expandir as suas redes de clientes e aumentarem os seus lucros. A Casa Ermelinda Freitas, liderada pela reconhecida e aclamada Leonor Freitas, é um dos principais exemplos do sucesso das empresas familiares portuguesas no estrangeiro. Ao longo desta dissertação, a estratégia de entrada utilizada pela empresa portuguesa será cuidadosamente detalhada e explicada para que seja possível perceber perfeitamente quais os passos tomados e que recomendações retirar do seu sucesso. Para além da estratégia, serão também analisados todos os recursos necessários na preparação e desenvolvimento dos mercados internacionais, avaliando os fatores críticos para este processo. Finalmente, serão discutidas as adaptações feitas ao nível do produto, os canais de distribuição utlizados, a estratégia de preços e todos os meios de promoção envolvidos.

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Adegas, Carlos Manuel Simões. „O marketing na expansão da actividade empresarial em mercados externos: estudo comparativo entre empresas de capital português e de capital espanhol“. Master's thesis, 1999. http://hdl.handle.net/10400.5/15003.

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Mestrado em Gestão e Estratégia Industrial
No actual cenário de crescente globalização e interdependência económica, o desenvolvimento dos negócios internacionais é um imperativo de sucesso e até de sobrevivência empresarial. Como tal, em vez de simplesmente colocar a capacidade produtiva excedentária ao serviço de encomendas pontuais de clientes estrangeiros, as estratégias e os processos de internacionalização devem focar o aumento do compromisso e do envolvimento em diferentes mercados. Nesta perspectiva, o marketing internacional emerge como filosofia de actuação indispensável tendo em vista a construção de um relacionamento permanente e duradouro nos mercados, dinamizando a actividade além fronteiras. Um papel importante a este nível é desempenhado, desde logo, pela forma como o marketing internacional é entendido (perspectiva de adaptação ou estandardização). Mais importante ainda, será o controlo do marketing-mix dos produtos no exterior, procurando a apropriação de valor. Assim, o controlo das decisões a respeito da colocação dos produtos nos mercados externos, dos preços a cobrar, dos canais e da forma de comunicação com os clientes em geral, têm um papel decisivo no desenvolvimento e sucesso empresarial nos mercados internacionais. O estudo realizado com base em empresas que investem no Mercado Ibérico, demonstrou para as empresas portuguesas e espanholas uma actuação algo similar. Ou seja, uma actuação com nítidas preocupações de adaptação às condições locais e um razoávelcontrolo sobre o marketing no exterior.
Due to an increasing globalisation and economic interdependence, the development of international business has become a successful and survival imperative." As so, instead of simply use productive capacity surpluses as a mean of serving casual orders from foreign clients, the internationalisation strategy and process should focus the increase of commitment with different national markets. Therefore, international marketing emerges as a fundamental acting philosophy in regarding the building of a solid and long-lasting relationship with the markets and the development of cross-border activity. The way in which international marketing is driven (adaptation or standardisation perspective), play an important role at this levei. Most important, is the marketing-mix control of products in non domestic countries, to the appropriation of value. Thus, the control of decisions about products for externa! markets, the prices charged, the channels used and the communication methods with the consumers, has a decisive role in the development and success in the international markets. The study based on companies with investments in the lberian Market (Portugal and Spain), showed for portuguese and spanish companies a similar performance. That is, a clear concern toward local conditions adaptation and a significant control over marketing in foreign countries.
N/A

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Tan, Jessica, und 陳泋彤. „International Market Entry Mode and Marketing Mix--- A Case Study of Malaysia M Company and Taiwan Chatime“. Thesis, 2016. http://ndltd.ncl.edu.tw/handle/h47rkh.

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碩士
國立政治大學
企業管理研究所(MBA學位學程)
104
The economic and cultural relations between Taiwan and Malaysia can be traced back to 1960. Although Malaysia has formally ended diplomatic relations with Taiwan, informal relations between Malaysia and Taiwan is still ongoing and maintaining. This study discussed the market entry mode and marketing mix in both countries of two different companies. This study targets four companies, which are Malaysia M Company, Taiwan Tongjih, Taiwan Lakaffa (Chatime) and lastly Malaysia (Chatime) but mainly interview only two founded companies, the M Company from Malaysia and Lakaffa from Taiwan. This research studies from the view of the mother land. It discusses both companies’ operating environment, the motive of globalization, market entry mode and the differences of marketing mix between the home country and host country. Beside of that, one of the chapters extends in comparing country environment and development, population, weather and culture factor between Malaysia and Taiwan. This study result aims to provide a reference in globalization strategy and improve a great knowledge about Malaysia and Taiwan market to the audience. Supported by M company, a manufacturer of Malaysia flavor instant noodle (Penang White Curry Mee) and Lakaffa, franchiser of Taiwanese beverages (Bubble Tea),two hours interview session, the comparison is showed as below: 1. There are no differences between the motives of globalization between these two companies. 2. Differences in product type, different operating environment and experience background affect the choice of market entry mode. 3. The differences of county size, weather, culture, custom and infrastructure affect the design of marketing mix in Malaysia and Taiwan market.

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MIKANOVÁ, Silvie. „Česká turistická klientela ve Francii“. Master's thesis, 2011. http://www.nusl.cz/ntk/nusl-71110.

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The main objective of this thesis is to propose a products optimization for current Czech touristic clientele in France. Partial aims are to identify visitor segment of Czech clients in France and to define variants of products optimization proposals for selected Czech clients in France. The theoretical part consists of five chapters and deals with international tourism, tour operators, including their services and marketing mix, consumption behaviour of customer on international tourism market, outbound tourism of Czech republic and position of France in international tourism. The practical part covers an analysis of supply and demand and product optimizations proposals for one Czech tour operator. Czech tourists going on Five-day Coach Package tours to Paris were selected as a target segment. There were proposed three variants of product optimizations for this group, based on information gained from an analysis of competitors´offer and a profile of a visitor and his requirements. The optimizations of Paris package tour mainly concerned costs reduction of service providers, quality enhancement of an accommodation and boarding.

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Dissertationen zum Thema „International marketing mix“

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