The purpose of this thesis is to investigate how a multi-national company can adapt its business marketing strategy to emerging markets. The research approach of the thesis was a case study of CCI in Turkey and Kazakhstan to see how the company can adapt it international business marketing strategy to conditions of local market. The study was done by identifying of the current situation on the emerging markets and the company and by describing external environment and institutional factors within emerging markets. Analysis of current elements of international business marketing strategy and environmental factors that have affected it was done by applying theoretical framework to the case study. The last step was to give recomendations for the company to adapt or standart international business marketing strategy and importance of analyze external enviromental factors for the international business marketing strategy for the emerging markets. Data for the thesis was collected from primary sources through interviews and secondary data through company’s presentations and articles, internet sources. The study showed that CCI enters each new market with standard brand portfolio tries to make adaptations of promotion and communication strategies to conductions of local market and to get external fit which will bring competitive and societal advantages for CCI on those markets where company operates. We have identified number of external environmental factors in Kazakhstan that have a certain influence on CCI’s operations. Economical situation has largely affected CCI’s operations and activities in Kazakhstan. This factor directly affects consumption level and purchasing power and behavior of local consumers. The legislation has obviously affected the company as well, resulting in local production. Cultural issues are also influenced CCI operations in Kazakhstan. That expressed through difference in consumption preferences of local consumers, which were directed aside traditional drinks. In the end of the thesis some recommendations are given. Among the most important are – to balance between standart brand portfolio and adapt communication and distribution strategies accorging local enviromental factors; to identify which environmental factors can affect the company, which will require adjustments, and which can be influenced by the company; to effort developing personal relationship with customers, distributors, retailers in order to increase the competitive advantage and gain an increased loyalty among them.

<p>The purpose of this thesis is to investigate how a multi-national company can adapt its business marketing strategy to emerging markets.</p><p>The research approach of the thesis was a case study of CCI in Turkey and Kazakhstan to see how the company can adapt it international business marketing strategy to conditions of local market.</p><p>The study was done by identifying of the current situation on the emerging markets and the company and by describing external environment and institutional factors within emerging markets. Analysis of current elements of international business marketing strategy and environmental factors that have affected it was done by applying theoretical framework to the case study. The last step was to give recomendations for the company to adapt or standart international business marketing strategy and importance of analyze external enviromental factors for the international business marketing strategy for the emerging markets. Data for the thesis was collected from primary sources through interviews and secondary data through company’s presentations and articles, internet sources.</p><p>The study showed that CCI enters each new market with standard brand portfolio tries to make adaptations of promotion and communication strategies to conductions of local market and to get external fit which will bring competitive and societal advantages for CCI on those markets where company operates. We have identified number of external environmental factors in Kazakhstan that have a certain influence on CCI’s operations. Economical situation has largely affected CCI’s operations and activities in Kazakhstan. This factor directly affects consumption level and purchasing power and behavior of local consumers. The legislation has obviously affected the company as well, resulting in local production. Cultural issues are also influenced CCI operations in Kazakhstan. That expressed through difference in consumption preferences of local consumers, which were directed aside traditional drinks.</p><p>In the end of the thesis some recommendations are given. Among the most important are – to balance between standart brand portfolio and adapt communication and distribution strategies accorging local enviromental factors; to identify which environmental factors can affect the company, which will require adjustments, and which can be influenced by the company; to effort developing personal relationship with customers, distributors, retailers in order to increase the competitive advantage and gain an increased loyalty among them.</p>

This exploratory study examined the different tourism market development strategies that tourism Multinational Corporations (MNCs) implement in their operations in African host countries. It empirically investigated the existence of any relationships between tourism MNCs’ market development strategies and the “Needs and Expectations of African host countries.” Also, it investigated the influences of external environmental factors on tourism MNCs’ tourism market strategic choice. Its sample population were top management executives of tourism MNCs‘ with operations in the African market. The unit of analysis was the corporation. The sample frame was an exhaustive list of tourism MNCs with operations in the African region. The initial sample size was 106 tourism MNCs’ executives. Thirty-seven of them responded to a mail in survey questionnaire. Two of the questionnaires were discarded due to numerous missing data. Thus, there were 35 usable questionnaires for data analysis, which is a response rate of 33%. The study results identified relationships between the integration of Multinational Corporations’ (MNCs) tourism market development strategies with the needs and expectations of developing African host countries, and their successful performance in those host countries in terms of growth in operations and profitability. It revealed that significant differences exist among the market development strategies on the factors of needs and expectations of African host countries. The significant factors were community participation, local entrepreneurship, and job and national security. Also, the economic development factor was observed to be partially significant. This study also identified free trade economy in the African host countries as a significant factor on the influence of external environment. The framework of this study is embedded in the underlying theories of international strategic management, international business, international development, and needs and expectations. The study’s final conceptual model depicts the significant factors of African host countries’ needs and expectations, the tourism market development strategies, an integration of the two concepts and the resultant tourism MNCs successful performance. This research study investigated MNCs in all sectors of the tourism industry. And the findings have shown that for the tourism MNCs to be successful in their African host countries, they should be sensitive to the identified sectors, namely economic development, community participation, local entrepreneurship, and job and national security measures. Also, they should exert more efforts in exploring African free trade economies for their business locations in the region. / Ph. D.

Text in Afrikaans / Die Suidelike Pretoria Metropolitaanse Substruktuur word onder toenemende druk geplaas om meer en beter dienste, wat onder andere sport- en rekreasiedienste behels, aan die gemeenskap te voorsien. Dit kan daaraan toegeskryf word dat veranderinge in die omgewing plaasvind wat vereis dat die Substruktuur in die gees van die heropbou en ontwikkeling van die gemeenskap, daarby moet aanpas. Een manier om die druk op die Suidelike Pretoria Metropolitaanse Substruktuur te verlig is om sport- en rekreasiedienste aan die hand van eenvormige beleid te organiseer. Hieruit spruit 'n doelwit voort, te wete om beleid vir die organisering van sport- en rekreasiedienste van die Suidelike Pretoria Metropolitaanse Substruktuur te ondersoek. Die ondersoek omsluit die milieu waarbinne beleid ontwikkel het, byvoorbeeld die eksterne omgewing en die bestaande organisatoriese reelings wat vir sport- en rekreasiedienste in die Substruktuur geld. In die studie is bevind dat beleid vir die organisering van sport- en rekreasiedienste van die Suidelike Pretoria Metropolitaanse Substruktuur gebrekkig en gefragmenteerd is. Daar is ook bevind dat die organisering van sport- en rekreasiedienste, weens 'n gebrek aan beleid, tot organisatoriese leemtes, soos die duplisering van dienste en gebrekkige kommunikasie, aanleiding gee. 'n Verdere doelwit met die studie is om 'n universele beleidsmodel vir die Suidelike Pretoria Metropolitaanse Substruktuur saam te stel waardeur leemtes in die organisering van sport- en rekreasiedienste uitgeskakel kan word en eenvormige beleidsreelings getref kan word. Daar is bevind dat die universele beleidsmodel wetenskaplik gefundeerde riglyne vir die daarstelling van beleid bied. Sodanige bevinding het tot die gevolgtrekking gelei dat die beleidsmodel 'n ideale raamwerk skep waarvolgens plaaslike owerhede, soos die Suidelike Pretoria Metropolitaanse Substruktuur, probleme kan identifiseer, doelwitte kan stel, organisatoriese reelings kan tref en beleid kan formuleer, implementeer en evalueer. Dit skep in der waarheid 'n raamwerk waarvolgens beleidbepalers te werk kan gaan om beleid te bepaal. Die beleidsmodel het 'n universele toepassingswaarde omdat dit riglyne bevat wat deur enige ander plaaslike owerheid in die proses van beleidbepaling aangewend kan word. / Increased pressure is placed on the Southern Pretoria Metropolitan Substructure to provide more and improved services, such as sport and recreation services, to the community. This can be ascribed to changes taking place within the external environment and which, in the spirit of reconstruction and development, requires the Substructure to adapt to such changes. One way to relieve the pressure on the Southern Pretoria Metropolitan Substructure is to organize sport and recreation services according to a uniform policy. This resulted in an objective, namely to investigate policy for the organization of sport and recreation services of the Southern Pretoria Metropolitan Substructure. The investigation entails the environment within which policy develops, for example the external environment and the present organizational arrangements applicable to sport and recreation services in the Substructure. During the study it was determined that policy for the organization of sport and recreation services of the Southern Pretoria Metropolitan Substructure was limited and fragmented. It was also determined that, due to the lack of policy, the organization of sport and recreation services resulted in organizational shortcomings such as the duplication of services and insufficient communication. A further objective with the study is to construct a universal policy-model for the Southern Pretoria Metropolitan Substructure through which shortcomings in the organization of sport and recreation services can be limited and uniform policy arrangements can be determined. It was determined that the universal policymodel offered scientifically based guidelines for the determination of policy. The aforementioned determination lead to the conclusion that the policy-model created an ideal framework within which local governments, such as the Southern Pretoria Metropolitan Substructure, could identify problems, determine objectives and organizational arrangements, formulate, implement and evaluate policy. In fact it creates a framework within which policymakers can work to determine policy. The policy-model is of universal value because it offers guidelines which can be applied by any other local authority during the policy-making process. / Public Administration and Management / D. Admin. (Publieke Administrasie)

Text in Afrikaans / Die Suidelike Pretoria Metropolitaanse Substruktuur word onder toenemende druk geplaas om meer en beter dienste, wat onder andere sport- en rekreasiedienste behels, aan die gemeenskap te voorsien. Dit kan daaraan toegeskryf word dat veranderinge in die omgewing plaasvind wat vereis dat die Substruktuur in die gees van die heropbou en ontwikkeling van die gemeenskap, daarby moet aanpas. Een manier om die druk op die Suidelike Pretoria Metropolitaanse Substruktuur te verlig is om sport- en rekreasiedienste aan die hand van eenvormige beleid te organiseer. Hieruit spruit 'n doelwit voort, te wete om beleid vir die organisering van sport- en rekreasiedienste van die Suidelike Pretoria Metropolitaanse Substruktuur te ondersoek. Die ondersoek omsluit die milieu waarbinne beleid ontwikkel het, byvoorbeeld die eksterne omgewing en die bestaande organisatoriese reelings wat vir sport- en rekreasiedienste in die Substruktuur geld. In die studie is bevind dat beleid vir die organisering van sport- en rekreasiedienste van die Suidelike Pretoria Metropolitaanse Substruktuur gebrekkig en gefragmenteerd is. Daar is ook bevind dat die organisering van sport- en rekreasiedienste, weens 'n gebrek aan beleid, tot organisatoriese leemtes, soos die duplisering van dienste en gebrekkige kommunikasie, aanleiding gee. 'n Verdere doelwit met die studie is om 'n universele beleidsmodel vir die Suidelike Pretoria Metropolitaanse Substruktuur saam te stel waardeur leemtes in die organisering van sport- en rekreasiedienste uitgeskakel kan word en eenvormige beleidsreelings getref kan word. Daar is bevind dat die universele beleidsmodel wetenskaplik gefundeerde riglyne vir die daarstelling van beleid bied. Sodanige bevinding het tot die gevolgtrekking gelei dat die beleidsmodel 'n ideale raamwerk skep waarvolgens plaaslike owerhede, soos die Suidelike Pretoria Metropolitaanse Substruktuur, probleme kan identifiseer, doelwitte kan stel, organisatoriese reelings kan tref en beleid kan formuleer, implementeer en evalueer. Dit skep in der waarheid 'n raamwerk waarvolgens beleidbepalers te werk kan gaan om beleid te bepaal. Die beleidsmodel het 'n universele toepassingswaarde omdat dit riglyne bevat wat deur enige ander plaaslike owerheid in die proses van beleidbepaling aangewend kan word. / Increased pressure is placed on the Southern Pretoria Metropolitan Substructure to provide more and improved services, such as sport and recreation services, to the community. This can be ascribed to changes taking place within the external environment and which, in the spirit of reconstruction and development, requires the Substructure to adapt to such changes. One way to relieve the pressure on the Southern Pretoria Metropolitan Substructure is to organize sport and recreation services according to a uniform policy. This resulted in an objective, namely to investigate policy for the organization of sport and recreation services of the Southern Pretoria Metropolitan Substructure. The investigation entails the environment within which policy develops, for example the external environment and the present organizational arrangements applicable to sport and recreation services in the Substructure. During the study it was determined that policy for the organization of sport and recreation services of the Southern Pretoria Metropolitan Substructure was limited and fragmented. It was also determined that, due to the lack of policy, the organization of sport and recreation services resulted in organizational shortcomings such as the duplication of services and insufficient communication. A further objective with the study is to construct a universal policy-model for the Southern Pretoria Metropolitan Substructure through which shortcomings in the organization of sport and recreation services can be limited and uniform policy arrangements can be determined. It was determined that the universal policymodel offered scientifically based guidelines for the determination of policy. The aforementioned determination lead to the conclusion that the policy-model created an ideal framework within which local governments, such as the Southern Pretoria Metropolitan Substructure, could identify problems, determine objectives and organizational arrangements, formulate, implement and evaluate policy. In fact it creates a framework within which policymakers can work to determine policy. The policy-model is of universal value because it offers guidelines which can be applied by any other local authority during the policy-making process. / Public Administration and Management / D. Admin. (Publieke Administrasie)