International Marketing: Iceland

Contents

Executive Summary 3

Introduction 4

Mission Statement 4

Market Choice 4

Table 1 5

Quantification, Weighting and Ranking 6

Table 2 7

Internal Analysis 8

Overview of Iceland 8

Marketing Factors 8

Financial analysis 8

Manufacturing factors 9

Iceland's current resources and competencies 10

Table 3 10

The Boston Consulting Group matrix (BCG) matrix 10

Figure 1 10

External Analysis 10

PESTLE 11

Competitive Environment 12

Retailers 12

Table 4 12

Frozen Food Manufacturers 12

Table 5 13

Customer Trends 13

Target Market 14

Porter's Five Forces 14

Figure 2 14

Lotte Group Analysis 14

SWOT 15

Strengths and Weaknesses 15

Opportunities 16

Threats 16

Objectives and Market Entry Strategy 16

Objective 1(Short term: 12 months) 17

Objective 2 (Medium Term: 1-3 years) 17

Objective 3 (Long Term: 3-5 years): 18

Internationalisation objectives 18

Marketing Mix 19

Product 19

Price 21

Table 6 21

Table 7 21

Promotion 22

Place 23

People, processes and physical evidence 24

Implementation 25

Table 8 26

Figure 3 26

Figure 4 27

Control 27

Figure 5 28

Bibliography 28