Lifeker+, key to growth: an international marketing plan of Keraben Group
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Lifeker+, key to growth: an international marketing plan of Keraben GroupAutoria
Tutor/Supervisor; Universitat.Departament
Saorín Iborra, Ana María; Universitat Jaume I. Departament d'Estudis Anglesos.Data de publicació
2019-07-17Editor
Universitat Jaume IResum
“To prosper in a world of abrupt changes and discontinuities, of newly emerging forces
and dangers, of unforeseen influences from abroad, firms need to prepare themselves, as
well as re-evaluate and innovate their ... [+]
“To prosper in a world of abrupt changes and discontinuities, of newly emerging forces
and dangers, of unforeseen influences from abroad, firms need to prepare themselves, as
well as re-evaluate and innovate their products and services” (Czinkota and Ronkainen,
2007: 10). The Spanish ceramic industry, specifically in the province of Castellón, has
always been in turnover and is one of the most competitive on the international scene.
Therefore, companies always have the urge to develop new strategies and products in
order to stand out amongst their competitors. Taking into consideration these aspects,
Keraben Group has decided to develop a new product called Lifeker+, which is an
antimicrobial ceramic tile that will help the company to enter into a new foreign market
and increase its sales. Hence, this leads to the aim of this paper, which is to prepare an
international marketing plan in order to expand the company to Iceland by means of the
new product Lifeker+. To achieve this goal, a theoretical framework on the international
marketing concept, as well as new product development have been included as a starting
point. To continue, the situation analysis divided into internal and external has been
portrayed. Then, once Keraben Group has been assessed both externally and internally,
a SWOT analysi has been conducted in order to help establishing the correct strategies.
Moving on, after the marketing objectives have been stated, the target, as well as the
country selection and entry mode, have been presented. Afterwards, the marketing
strategy with the product, pricing, distribution, and communication decisions for
Lifeker+ have been planned. The results of the analysis are expected to show the
possibility to expand the company to Iceland. Finally, a brief conclusion has been
provided. [-]
Paraules clau / Matèries
Descripció
Treball Final de Màster Universitari en Llengua Anglesa per al Comerç Internacional. Codi: SAR016. Curs: 2018/2019
Tipus de document
info:eu-repo/semantics/masterThesisDrets d'accés
http://rightsstatements.org/vocab/CNE/1.0/
info:eu-repo/semantics/restrictedAccess
info:eu-repo/semantics/restrictedAccess