Contents

• Introduction 3
• About The Company 3
• Company’s Rationale behind Internationalization 4
• Mode of Entry 5
• Marketing Mix Strategies of the Company 6
• Product 6
• Place 7
• Price 7
• Promotion 7
• Brand Positioning and Advertising Strategy of the Company 8
• Competitor Analysis of the Company 9
• Impact of Social and Cultural Factor on the Target Market in the Host Country 9
• Changing Choices 10
• Demographics 10
• Advertising Techniques 10
• Factor Influencing the Decision in Developing Distribution Strategies 10
• Conclusion 12
• References 14

Description

In order to launch a new product in any international market firstly it is important to prepare a rough blueprint of international marketing plan. A well structured plan includes different phases out of which most important phases are:
• International market segmentation
• International targeting
• Selection of definite mode of entry
• Proper use of marketing mix
• Proper use of branding and advertising strategy
Thus it can be depicted from the above discussion that one of the main aims of the study is to provide an international marketing plan for an international beverage company and its selected product. The report will be in a form of proposal where the person is appointed as a newly export marketing manager and have to provide an international marketing plan for the Dubai based Beverage Company named as Dubai Refreshment Company. The product line which is selected to further carry on the study is soft drink and the associated brand is Eversees Club Soda and the international market selected is USA. The reason behind internationalizing USA as a new country is that Dubai is well versed with this country and most of the people of USA are fond of intake soda every day.