The internationalization of marketing activities is a well-known and growing phenomenon. The companies that are unable to pursue global opportunities are at high risk since it could eventually lead them to lose their domestic markets. The failure of the company often results from not being able to meet with culturally based needs and wants of local consumers (Melewar et al., 2003). Taiwan represents a specific consumer culture with a strong persistence of traditional Confucian values (Ahuvia & Wong, 1998). Understanding the reasons for the success and the failure of foreign companies on specific markets may represent a great learning opportunity which may bring a competitive advantage for future entrants. The main goal of this study was to find out the reasons for the failure of Skoda - an internationally successful and growing Czech automaker ¡V in Taiwan through the analysis of its marketing strategy. Consumer culture theory and country-of-origin effects are used in this study to explain the consumer¡¦s behavior. The qualitative approach and case study methodology was carried out. Face-to-face interviews with Skoda dealers, focus group with Skoda customers and the observation were the main sources of data. The research suggested the increased importance of the brand prestige and luxurious materials and high-tech electronics for Taiwanese consumers. Internet was found to be the important source of pre-purchase information. There was found a low knowledge of consumers about Czech Republic as a country-of-origin of automotive products. German technology had a positive impact on automotive product¡¦s evaluations. Skoda marketing strategy was described and evaluated based on the marketing mix conception. The inadequate positioning, insufficient promotion and a low emphasis given on brand building, were identified as the general reason for Skoda¡¦s failure.

<p>The traditional internationalization theories suggest that the process of going international is gradual. Recent theories about “born global” firms state they internationalize from the day they are founded or shortly thereafter. TAT (The Astonishing Tribe) is a small but growing Swedish software technology and design company and a “born global” company. TAT has a small number of very large companies as their customers, which could be unsafe if they were to lose one of these important clients.</p><p>The strategic states model show the need for different combination of competitive edges and presents optimum strategies to reach high performance. To move to a more desirable state in the model the theory of customer capitalism is suggested in this thesis. The theory is supposed to make the customer “lock on” to a corporation for a win-win long term relationship. Two aspects of the theory that are more distinguished than the four others has been identified, these being relationship and developer.</p>

<p>For years companies have fashioned communication strategies based on print, radio, and TV</p><p>to broadcast their message. But times are changing. This is the Internet era and this, together</p><p>with the fact that consumer electronics business has exploded in the recent years and that new</p><p>digital technologies have produced offspring, have lead to more media opportunities than ever</p><p>before. One of the latest inventions in interactive media technology is podcasting. It seems</p><p>like podcasting is here to stay and it is time for forward-thinking marketers to start looking at</p><p>podvertising.</p><p>Our purpose is to examine the attitudes towards international ad-spots in podcasts among</p><p>Swedish podcast users. This we do by asking the research question ‘Is the use of international</p><p>ad-spots in podcasts a viable marketing strategy in the Swedish market? Why?’</p><p>Based on our theoretical framework, we have identified aspects about advertising in general,</p><p>podvertising and attitudes towards them both. We have also identified aspects that show how</p><p>attitudes differ among age cohorts. These aspects were then tested on Swedish podcast users.</p><p>We can conclude that there are both advantages and disadvantages for international</p><p>companies that wish to use international ad-spots in podcasts as a marketing strategy in</p><p>Sweden. Most podcast users are young and do not like advertising, especially not advertising</p><p>in podcasts. They rather search for information themselves; hence infomercials in the form of</p><p>podcasts could be a better alternative for companies to use to attract the younger audience.</p><p>Generation X was less negative to the thought of being exposed to international ad-spots in</p><p>podcasts and this could indicate that international ad-spots could be a part of a strategy when</p><p>targeting this generation. However, if you consider the fact that international ad-spots are</p><p>either standardized or adapted to the country where they were produced, the effectiveness of</p><p>them can be questioned.</p>

[pt] O movimento de empresas brasileiras em busca de novos mercados no exterior tem aumentado nos últimos anos. Algumas empresas se destacam pela comercialização de produtos com valor agregado e cuja marca representa uma importante força competitiva. Diante disso, essas empresas precisam também adotar uma estratégia de marketing com foco na marca quando do processo de internacionalização. Este estudo busca verificar a estratégia de marketing internacional adotada por duas empresas brasileiras e seus respectivos produtos - o Guaraná Antarctica e as cervejas Xingu e Palma Louca. Busca identificar também o peso do efeito país de origem na escolha de produtos brasileiros por parte de consumidores estrangeiros. Este trabalho, de caráter descritivo e baseado em estudo de casos, procurou avaliar o lançamento de produtos genuinamente brasileiros em mercados externos, à luz da literatura existente. Os estudos de casos se basearam em documentos e entrevistas realizadas em profundidade com executivos das empresas e com seus distribuidores/importadores. De forma complementar, foi realizado um levantamento por meio de um questionário a estudantes estrangeiros residentes no Brasil, para avaliar a percepção destes aos produtos made in Brazil. Os resultados apontam que a gestão da marca possibilita a diferenciação da empresa no mercado internacional. Todavia, viu-se que o maior desafio no processo de internacionalização ainda reside na correta escolha do modo de entrada no novo mercado. No caso do Guaraná Antarctica, verificou-se que o efeito país de origem foi positivo para este produto, sugerindo uma maior propensão ao consumo pelo fato de ser um produto tipicamente brasileiro. / [en] The movement of Brazilian companies seeking for new markets abroad has increased in the latest years. Some companies stand out by selling products with aggregate value and their brand represent a relevant competitive force. Before making this move, these enterprises need to adopt a marketing strategy with a brand focus in the internationalization process. This study is looking for verifying the international marketing strategy adopted by two Brazilian companies and their respective products - Guaraná Antarctica and the beers Xingu and Palma Louca. This work also seeks to identify the relevance of brand origin effect in the search of Brazilian products by some foreign consumers. This descriptive job based on case studies, intended to evaluate the launch of genuine Brazilian products in external markets, in light of the existing literature. The case studies were based on documents and detailed interviews with companies’ executives and with their distributors/ importers. A survey through a questionnaire has been also conducted with foreign students living in Brazil, to evaluate their perceptions in relation to products made in Brazil. The results show that brand management permits the differentiation of company in the international market. Nevertheless, the major challenge in the internationalization process is still the right choice of the entering way in each new market. In the case of Guaraná Antarctica, the brand origin effect was positive for this product, suggesting a greater inclination for consumption by the fact that it is a typical Brazilian product.

The purpose of this thesis is to provide a deeper understanding of the reasons why ecommerce companies work with influencer marketing in order to create brand awareness in international markets. In order to conduct this research, relevant aspects of the phenomenon have been identified and consequently analysed in relation to traditional marketing strategies and international markets. By following a qualitative research method, a deeper understanding of the phenomenon and how companies use influencer marketing vs traditional marketing strategies can thereby be acquired. This was done by acquiring primary data from four different e-commerce companies that works with influencer marketing. The companies are all located in Sweden and active in international markets. The thesis has followed a deductive research approach, due to that the research area was considered to be rather unexplored, and thus a better pre understanding of the research area seemed warranted. Furthermore, the literature review that has been done includes theories related to international marketing, social media, word of mouth, brand awareness and influencer marketing. The literature review has resulted in a conceptual framework, which demonstrates the relations between the different theories. The conceptual framework has thereafter been used in order to analyse the empirical data, which has been derived from the interviews with representatives from four companies. The empirical findings are then presented together with analysis and discussion in the following chapter. Moreover, the empirical findings/analysis chapter visualizes the similarities and the dissimilarities between the theory and the findings. The analysis chapter additionally involves a discussion and is structured in accordance with the conceptual framework and the questions asked. The following and final chapter of the thesis presents the conclusions that have been derived from the analysis. The main theoretical implications that this thesis has resulted in, involves filling the research gap as well as providing a definition of the phenomenon of influencer marketing in a context of international business. The main practical implication is that an understanding of influencer marketing creates word of mouth and brand awareness. This in a combination with being active on social media can consequently help e-commerce companies to internationalize into new markets. As this thesis introduces the phenomenon of influencer marketing in a new context, it provides new information about the topic. Furthermore, the research can be valuable for e-commerce companies that have entered, or plan to enter an international market. The authors furthermore present the theoretical and practical implications and provide recommendations and suggestions for future research.

This thesis presents 2N Telekomunikace a.s. company and describes its strategy when entering chosen countries of European Union with lift communicator. Part of this work provides theoretical view, which focuses on steps that are usual when companies enter international markets. Knowledge from this part of thesis is used in practical approach of 2N company that entered these foreign markets.

The thesis deals with marketing strategy of SAP, important software company in B2B market. Goal of this thesis is to use theoretical knowledge to describe and analyse marketing strategy of SAP and at the same time to analyse efectivity of database marketing team. Database marketing team is one of the most important things that lead to successful marketing strategy and this thesis will propose possible solutions to discovered shortcomings of this team. The thesis contains not only theoretical information about international marketing strategy but it shows real marketing strategy of SAP and its evaluation. It also describes and analyses meaning of the database marketing team and makes suggestions to improve its functioning.

This Diploma thesis deals with chain of fast food restaurants named Chipotle, which is predominantly known in the United States of America, and its potential entry into the Czech market. The thesis analyzes the marketing strategy of the company and applies its adaptation for the Czech market. The competitive advantage of the company is using local organic raw ingredients of high quality; therefore, the thesis examines the Czech people´s interest in Mexican cuisine as well as issues of sustainable development. The aim of the thesis is to analyze the marketing strategy of the chain of restaurants with Mexican fast food and subsequently to apply the adaptation of the marketing mix to the conditions at the Czech market.

Background: The world becomes more connected as technology advances and with the internet as a distribution channel more companies internationalises. However, there are still cultural differences around the world that marketers must take into consideration. The marketing industry faces difficult challenges in adaptation to international marketing, as collaboration between local marketing agencies could be a solution.   Purpose: The purpose of the study is to contribute with understanding of how local marketing agencies can work together for global clients, and how these agencies can adapt local marketing for these clients. In order to understand how marketing agencies can work together, this study will contribute with understanding of this collaboration between local marketing agencies and how they can help each other grow their businesses.   Method: This study uses a qualitative method with unstructured interviews of five people operational within a network of local marketing agencies.     Theory: The theoretical framework for this study consists of theories in international marketing, collaboration and learning.   Results and conclusions: By collaborating in a network, local marketing agencies get access to international markets and can support global clients. By having multiple local agencies working together for global clients, these agencies all provide local knowledge and create local communication. The collaboration in a network is most effective if the competition is eliminated, which can be done through shared ownership and personal connection within the network.

The diploma thesis deals with the proposal for the improvement of the communication mix in a selected company. The thesis is divided into three parts. The first part focuses on theoretical knowledge about marketing and definitions of selected analyzes. The second part consists of analysis of environment of the selected company and marketing research concerning the satisfaction of the company's existing foreign customers. The final part contains the proposals for improving the communication mix, which were created based on the analysis.