International marketing entry strategy for the Red//Green Company: Thai market attractiveness determination & strategic implications
Essay from the year 2006 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1st, University of Lincoln (Faculty of Business & Law), course: International Marketing Strategy, 39 entries in the bibliography, language: English, abstract: Market analysis is an important instrument in assessing the attractiveness of a particular market, since it is utilised to decide whether to enter a foreign market in terms of international marketing strategy. It is necessary to apply a market analysis in order to determine and examine the appropriate approach to enter a market. This essay provides a scan of the Thai market attractiveness for the Danish medium-sized enterprise Red//Green, in order to recommend a market entry strategy. The first section focuses on the application of the 12C framework in order to draw up a market attractiveness profile, combined with a risk evaluation of the Thai market. The second part determines the attractiveness of the Thai market with respect to the information and relevant factors gathered from the 12C model. Interpretation of those factors will then be used to allocate a determination of a suitable market entry strategy for Red//Green. In addition, a marketing strategy according to the 4Ps will be addressed to identify opportunities and possibilities of how to develop the Thai market.
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12C model 1st quarter 2nd November 2006 9th November 2006 Accessed 12th November Accessed 2nd November according to Business according to Euromonitor accounts adapted Asian Asian-Pacific countries Attractiveness to Red//Green Available Bangkok Bank of Thailand bird flu branded clothes Business Environment Risk Business Forecast Report Business Monitor International CIAFactbook Datamonitor Department of Commerce developing the Thai Direct exporting Doole and Lowe Economic Risk Rating Economist Intelligence Unit entering the Thai Environment Risk Rating Euromonitor 2006 Euromonitor International franchising operations Furthermore growth Hollensen 2004 infrastructure interim government International Marketing Strategy International Monetary Fund Long-term Political Risk market entry strategy market profile analysis marketing mix Monitor International 2006 Phuket Political Risk Rating provides Red//Green Rating 2006 Figure Recommendation for Red//Green Red//Green’s market risk evaluation Risk Interaction Diagram Risk Rating 2006 Thai consumer Thai Market Attractiveness Thailand Business Forecast Thailand Country Profile Thailand Internet Thailand online Trade Representative Office United States Trade