Marketing Plan Essay

INTERNATIONAL MARKETING PLAN
Term Project
By
Cherie D. Crozier

Copenhagen Business School
Dr. Marc Fetcherin
August 3rd 2009

1

Table of Content
Table of Content ........................................................................................................................ 1 
Executive Summary................................................................................................................... 2 
1 Company Analysis.................................................................................................................. 3 
1.1 The Company................................................................................................................... 3 
1.1.1 Brand Image.............................................................................................................. 3 
1.1.2 Human Resource Management................................................................................. 3 
1.1.3 Corporate Social Responsibility (CSR) .................................................................... 3 
1.2 Organizational Structure.................................................................................................. 4 
1.2.1 Internal Analysis....................................................................................................... 4 
1.2.2 Production and Product Categories .......................................................................... 4 
1.2.3 Target Market Profile ............................................................................................... 5 
1.2.4 International Involvement......................................................................................... 5 
1.3 SWOT Analysis ............................................................................................................... 6 
1.4 Industry Analysis ............................................................................................................. 6 
2 Global Market Search............................................................................................................. 7 
2.1 Country Selection ............................................................................................................ 7 
2.1.1 Region....................................................................................................................... 7 
2.1.2 Country Comparison................................................................................................. 7 
2.2 Criteria Selection ............................................................................................................. 8 
2.3 Country Evaluation.......................................................................................................... 8 
2.4 Conclusion and Recommendation ................................................................................... 9 
3 Market Analysis...................................................................................................................... 9 
3.1 Pest Analysis.................................................................................................................... 9 
3.1.1 Czech Republic......................................................................................................... 9 
3.1.2 Hungary .................................................................................................................. 10 
3.1.3 Slovakia .................................................................................................................. 11 
3.2 Market Attractiveness and Growth Potential................................................................. 12 
3.3 Competitive Analysis..................................................................................................... 12 
3.3.1 Main Competitors ................................................................................................... 12 
3.3.2 Market

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Plan: Marketing Plan Essay

Marketing Plan For Marketing Planning