Table of Contents
Preliminary International Marketing Plan 3
Research & Development: 3
Cultural Awareness: 4
Legal Issues: 7
Human Resources Management: 9
Information Technology: 10
Product Adaptation: 10
Future Expansion 12
Financial Plan 13
Pricing Policy for Market Penetration 15
Financing Company Global Operations 17
International Marketing Plan
Preliminary International Marketing Plan
Any company located in the United States (U.S.) that wishes to substantially increase return on investment, market share, and sales may have to look to international markets in order to provide the necessary growth required by shareholders. Statistical evidence suggests that as the mature U.S. market slows to an annual growth rate of 4 percent to 5 percent, opportunities for increases abroad may provide indefinite double digit potential (Arnold, 1998). Based on this information, business executives may need to rethink their marketing strategies in order to successfully pursue these lucrative growth rates. Finding the right opportunity for the right product may take significant research into the target market's politics, economic and competitive conditions, technological infrastructure, socioeconomics, geographic conditions, transportation structure, and even religious beliefs, to name a few.
In the case of Cakebread Wineries, business executives have determined that an opportunity exists to increase sales of California wine into one of the classic wine producing countries in the world: Italy. To ensure that the necessary investments made in Italy are successful, a detailed strength, weaknesses, opportunities and threat analysis (SWOT) will have to be made, resulting in the best possible strategies for the traditional marketing mix variables of price, product, place and promotion.
Research & Development:
To assist in this analysis it is important to understand the various elements that make up the Italian wine market. First, the history of wine is rich and deep in the European culture. It is considered a staple...