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Essay / Research Paper Abstract
This 23 page paper presents an international marketing strategy for the new firm Mamas Gourmet Pasta. The plan assesses twp potential markets; Germany and the UK, looks at potential customers, market entry models, distribution, pricing and promotions. The paper also includes an explanation on how relevant research was undertaken. The bibliography cites 17 sources.
Page Count:
23 pages (~225 words per page)
File: TS14_TEmamapasta.doc
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Unformatted sample text from the term paper:
FOREIGN MARKETS 7 4. MARKET RESEARCH FOR SECTIONS 1 - 3 9 5. CUSTOMER ANALYSIS 10 6. MARKET ENTRY MODE 12 8. MARKET RESEARCH FOR SECTIONS 5 - 7 16 9. DISTRIBUTION, LOCATION & TIMING 16
10. VARIATIONS 17 11. COMPETITIVE REACTION 18 12. MARKET RESEARCH SECTIONS 9 - 11 18 13. CULTURAL ISSUES 19 14. PROMOTION 19 15. MARKET RESEARCH SECTIONS 13 - 14 21 16. ECONOMIC RISKS 22 17. POLITICAL RISKS 22
18. PRICE SETTING 23 16. MARKET RESEARCH SECTIONS 16 - 18 24 17. PERSONAL LEARNING 24 References 25 1. NAME, LOCATION & NATURE Mamas
Gourmet Pasta is a restaurant specializing in high quality innovative pasta selling for a reasonable price. The company is currently located in Philadelphia, PA, and entering into its second year
of operation. The company has ambitious growth plans and is looking at pursuing an international growth strategy. The plan to enter the international market is based on the current core
competences of making and packaging fresh pasta and related products such as pasta, and taking them to a new market in a cost effective international expansion strategy.
With only a single restaurant, a years history and limited financial resources the firm is not yet in a position to seek international expansion opening new restaurants. The strategy
of a restaurant packaging its products and selling them through the consumer retail channels is not new. Firms such as TGI Friday and Starbucks have been highly successful in pursuing
this strategy, with key products found in major supermarkets. In the case of Starbucks there has been an adaptation of the products. The development of an instant coffee with fresh
coffee taste was a specific development for the retail market (Starbucks, 2012). The chilled drinks sold by Starbucks are produced by a strategic partner; PepsiCo who bottle and distribute them
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