International marketing watch- yellow tail- casella wines

Table of contents

Contents Page number

Executive summary..........1

Introduction..................2

Summary of the article..........4

Approaches to international marketing................5

Product life cycle extension..........6

Modifying products for overseas markets.............6

Branding..................7

Product Pricing............7

Product Promotion..............8

Overseas Distribution............9

The Cultural Environment...........9

Evaluation of the article..............10

Conclusion...............11

References..............12

Bibliography.............13

Executive summary

This report deals with the intricacies involved in international marketing by evaluating the performance of a wine manufacturing company called Casella wines. The importance and features of international marketing is discussed briefly before actually interpreting the article on casella wines using theoretical concepts of international marketing.

Insights to international marketing approaches, modifying the marketing mix and the impact of culture on international marketing is given by using the article in perspective.

The report concludes by giving a personal evaluation of the article blended with its importance with respect to international marketing.

Introduction

Marketing across national frontiers is international marketing. Marketing within a firm's home country is undertaken in a familiar environment with known and accessible data sources and a single set of prices for promotion, marketing services, market research, advertising media, and so on.

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For international marketing the environment differs substantially from country to country. Services and facilities are priced differently. Cultural, political and other environments differ markedly among nations (Bennett & Blythe 2002).

"International marketing is the process of planning & undertaking transactions across national boundaries that involve exchange"(Fletcher and Brown 2005).

International marketing is the performance of business activities designed to plan, price, promote, and direct the flow of a company's goods and services to consumers or users in more than one nation.

International marketing is undertaken when a firm feels the need for conducting its business internationally. The need for internationalization of business arises due to factors like increasing globalization of markets, firms face competition on all fronts, and firms seek...