Page 37 - GLOBAL STRATEGIC MARKETING

Content of e-resource

The content of this e-resource is divided into fourteen chapters with each chapter

drawing on an e-resource case study to provide the vehicle for practical demonstration
of the application of the theory under discussion.

Chapter Overview:

Chapter 1: Introduction to international marketing

Case study: Drambuie

This chapter starts with a brief introduction to

marketing before analysis of international marketing
strategy: what it is, how it happens, why it happens

and why it is important. Motivation to become involved
in international markets varies from one company to

another, so this unit covers most of the issues that
relate to making such a crucial decision. This can
involve a low risk strategy such as exporting or a more

committed approach such as international or global

marketing. However, with any international

involvement, the SLEPT (social, legal, economic, political and technological)
influences need to be taken into account to achieve a successful marketing strategy
in different countries.

Unit 2: The strategic marketing process

Case study: Drambuie,

It is necessary to make major strategic decisions
for international markets. It is crucial that

organisations assess their own capabilities in
terms of resources, knowledge and experience

to capitalise on opportunities within the
international context. Conducting a situation
analysis (internal and external analysis) provides

the company with information on ‘where are we
now’ and can help to determine ‘where do we want to be’. Future growth is dependent