International Marketing - Swot Analysis

Della Nonna

Gelato Tradizionale

International Marketing

II

TABLE OF CONTENT

List of figures ............................................................................................................................. III

List of tables............................................................................................................................... III

1 Company History .................................................................................................................... 1

1.1 Mission Statement ............................................................................................................ 1

1.2 Vision Statement............................................................................................................... 2

2 Market Analysis OF the firm and home country ................................................................. 2

2.1 SWOT ............................................................................................................................... 2

2.2 Resource Analysis ............................................................................................................ 3

2.3 Analysis of home country (Italy) using Porter’s Diamond Model ................................... 3

2.4 Macro analysis of host country (Norway) with PESTEL ................................................. 4

2.5 Porter’s 5 forces for market analysis of host country ....................................................... 6

2.6 Analysis of host country conditions (using Porter’s Diamond Model) ............................ 7

3 Cultural Analysis .................................................................................................................... 8

4 Entry Mode ............................................................................................................................ 11

5 Marketing Mix ...................................................................................................................... 11

5.1 Product ............................................................................................................................ 11

5.2 Price ............................................................................................................................. 14

5.3 Place ............................................................................................................................. 16

5.4 Promotion ....................................................................................................................... 16

6 Conclusion and further expansion ...................................................................................... 20

List of literature ......................................................................................................................... 21

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