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Author
Paredes Calles, Rafael Antonio
Chi E, Kai
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Abstract
Internet advancement, technology development alongside the dissemination of information around the world have facilitated business and allowed for companies to be more agile to this fast-changing digital generation as regards business strategy implementation. China, as one of the world's largest economies with over 1.4 billion population, has generated infinite business opportunities for many foreign enterprises to enter the market, which also means that the competition has grown more intensely in recent years accordingly. Hence, in order to survive in such a competitive international environment where every company wishes to have a piece of the pie in the China market, a well-rounded strategic marketing plan is essential to assure a greater potentiality to succeed in the target market and sustain its growth in the long run.
Over the past two years, the pandemic has demonstrated to the world how the uncertainty is capable of devastating businesses of all sectors and affecting the operation of global supply chains to a huge extent. Nevertheless, being aware that external variables are beyond a company’s control, we can still take advantage of the company’s strength to plan the next movement and predict possible outcomes beforehand to be responsive to the dynamic market.
This master thesis is an example of how a Spanish wine brand can compete against other existing wine brands in the China market by implementing a strategic international marketing plan. The methodology of the thesis will follow the structure of situational analysis along with reference to academic research and market data. The methodology begins with an internal analysis of multiple aspects regarding Raventós i Blanc’s company performance that help us sum up the strengths and weaknesses of the company, and then followed by a PESTEL analysis that discovers market opportunity as well as detects potential threats from external factors. Then, through TOWS analysis, we are able to develop a marketing plan that encompasses objectives to be achieved, tactics to be used to help accomplish the objectives, and finally the metrics to be adopted to measure the effectiveness of the plan. By referring to objectives set in the previous section, we will come up with a marketing mix that assists us with determining the right positioning, suitable price, and effective communication and selling channels for both Raventós i Blanc and Can Sumoi to enter China. Finally, the thesis will end with a section of alternatives that enable the company to be more agile in case any unexpected situation happens during the execution process.
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