Lifeker+, key to growth: an international marketing plan of Keraben Group

Abstract

“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.