Market Entry Strategy
Date Submitted: 12/10/2004 06:46:34
Category: / Business & Economy / Marketing and Advertising
Length: 13 pages (3601 words)
Category: / Business & Economy / Marketing and Advertising
Length: 13 pages (3601 words)
Contents 1.0 Company Overview 2.0 Market Screening 2.1 Filter 1 2.2 Filter 2 2.3 Filter 3 2.4 Filter 4 3.0 Environmental Analysis of chosen market 3.1 Economic Profile 3.2 Demographics 3.3 Political Profile 3.4 Society/ Culture 3.5 Technological Profile 4.0 Consumer Characteristics 5.0 Market entry Strategy 5.1 Detailed marketing mix 6.0 References 1.0 Company Overview Quest is a 100% Irish owned firm selling a range of aromatherapy essential oils and aromatic candles. They also produce candleholders. The main limitations in expanding Quest are budget constraints, as it is a small privately owned firm. Currently all distribution within …
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…expense, which is unlikely. For this reason the main promotion that will take place would be in trade mailers such as the Musgrave mailer, the Dairygold leaflet and the Woodies catalogue which are used in Ireland.
6.0 References 1)Fitfield, P; Lewis, K: (1997): International Marketing Strategy 1997-1998. Oxford: Butterworth- Heinemann Ltd.
2)Paliwoda, S.J; (1991): International Marketing (5th Ed.). Oxford: Butterworth- Heinemann Ltd.
3)Turley, G; Maloney, M; (1997): Principals of Economics, an Irish Textbook. Dublin: Gill and Macmillan Ltd.
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