International Marketing Plan: Caffe Nero - Essay Example

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Although Caffe Nero lacks experience in the international market and it is mainly located in the UK provinces, the company has a strong promotion campaign and a unique selling point that is different from competitors. It differs from other popular chains and offers a different flavor, unlike that of American choices, which is more favored in Europe…
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International Marketing Plan: Caffe Nero
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Download file to see previous pages In order to enter and do business in other countries, a company must develop an international marketing plan, or strategy. A marketing strategy allows the company to analyzing a country's markets, its customers and environments, its spending habits, etc. and knowing the marketing and management methods of the dynamic world market. It is crucial that one addresses global issues such as viewing domestic business activities from an international and global point of view before entering a market. An international marketing strategy also assists in cross-cultural communication, cooperative decision-making, and collaborative problem-solving in a multinational corporation management.This leads to cultural homogeneity.Interaction and integration, global norms, and ideas or practices all become united.It is important that the management of a multinational corporation work together to overcome boundaries and differences and to be able to communicate, cooperate, and collaborate in order to effectively work together, communicate, make decisions, and solve problems as a single entity as a successful marketing plan increases globalization which in turn brings the world together.
This report analyzes the Caffe Nero Group Ltd. ...
Secondary research can be defined as research that has been completed by another person or persons. The secondary research included using sources such as journals, news articles, company literature, academic literature, and mainly Internet sources.


The limitations of secondary date include the availability of data is not available everywhere as compared to primary research and data. Language differences can limit the understanding of data especially when comparing different markets in two or more countries. Information, text, and reports can be hard to locate as secondary data is not very well classified and organized. Also, secondary data and sources may not provide correct information and may not be very reliable, especially compared to primary data.

Situation Analysis
Nowadays, many companies are driven by the wave of globalization to bring their brands in to the international arena. Entering new countries requires companies to develop an international marketing strategy which is geared specifically for the country that the company wishes to enter. Due to computer mediated communication (CMC), such as the Internet, 3G phones, and WAP, information of fashion delivery from country to country is now quicker and quicker. CMC has allowed companies to develop
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marketing strategies and to enter international markets. The focus of this study is the Caffe Nero company and its marketing strategy to enter Switzerland. The company must determine the best international marketing strategy to employ as it plans to enter Switzerland. There are many factors to research and consider when determining the best mode of entry. Caffe Nero must decide which mode of entry to use based upon its own company's ...Download file to see next pagesRead More
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