The purpose of this thesis is to describe how the factors influence the level of adaptation and standardization of a marketing strategy and subsequently analyze how the factors influence the level of adaptation and standardization of Swedish MNCs’ in the German market. The relevant factors for the decision towards standardization and adaptation are found out using a framework composed by Viswanathan & Dickson (2007). The factors chosen are homogeneity of customer response to the marketing-mix, transferability of competitive advantage, homogeneity of economic freedom and decision variables.   This thesis does so in a deductive and qualitative approach using Swedish retailer Clas Ohlson as a case study. Underlying this is a contextualized and interpretivist point of view. Data was collected through focus group interviews with German and Swedish students and complemented through data mining.   An analysis of the empirical data shows a high homogeneity of customer response to the marketing-mix, the possibility of transferring the competitive advantage and a high homogeneity of economic freedom was discovered. When applying the frame of reference on the empirical data, Swedish MNCs, especially Swedish retailers, are recommended to choose a high degree of standardization for their IMS in the German market. It was discovered that the used framework does to some extent not cover a wish proposed by the German participants calling for a partial adaptation of the international marketing strategy. This disproves the assumption underlying the frame of reference as the majority of factors suggest standardization, yet from a consumer perspective, there is the wish to partially adapt. In the conclusion managerial implications, limitations and research implications are mentioned as well.

Made available in DSpace on 2016-04-25T16:45:17Z (GMT). No. of bitstreams: 1 Daniel Rodrigues Pires Bezerra.pdf: 988901 bytes, checksum: 81a0295bb3ecc423e0e100ad77f93071 (MD5) Previous issue date: 2009-06-10 / The musical instrument industry in Brazil has developed considerably in the last years. The opening of the national trade frontiers in the early 90 s has forced the national industry to search for development in order to survive, and nowadays several Brazilian companies participate in the international market through regular exports. The majority of these companies are located in the state of São Paulo, and even facing eventual economic crisis, companies of this sector have increased their international participation, with signs of a good acceptance of Brazilian products abroad. The objective of this Dissertation is to analyze the decision making to implement international marketing strategies in the musical instrument industry of the state of São Paulo during its initial steps of internationalization. A profile of the Brazilian musical instrument sector was drawn from a research about competitiveness that consolidates the relevance of the study object, and afterwards, a profiles of the studied companies is presented, with the following analysis of data obtained through interviews and documental research, together with the work s generated conclusions. The study shows that generally the companies analyzed developed differentiated products, and presented communication and product lines extension strategies, with differences only in the promotion media choice / A indústria brasileira de instrumentos musicais desenvolveu-se consideravelmente nos últimos anos. A abertura das barreiras comerciais no início da década de 90 forçou a indústria nacional a buscar o desenvolvimento em busca da sobrevivência, e atualmente diversas empresas brasileiras participam do mercado internacional através de exportações regulares. A maior parte destas empresas encontra-se no estado de São Paulo, e mesmo com as eventuais crises econômicas, as empresas do setor têm aumentado sua atuação internacional, e há indícios de uma boa aceitação dos produtos brasileiros no exterior. Esta Dissertação tem por objetivo analisar a tomada de decisão para a implementação das estratégias de marketing internacional da indústria de instrumentos musicais no Estado de São Paulo durante os estágios iniciais de internacionalização destas empresas. Traçou-se um perfil do setor de instrumentos musicais brasileiro, obtido através de um estudo de competitividade que consolida a relevância do objeto de estudo. Em seguida, foram apresentados os perfis das empresas estudadas e a conseqüente análise dos dados obtidos junto a elas através de entrevistas e pesquisa documental, com as decorrentes reflexões geradas pelo estudo. O estudo conclui que as empresas estudadas em geral desenvolveram produtos diferenciados, e apresentam estratégias de extensão de linhas de produtos e de comunicação, com diferenças apenas na escolha dos meios de promoção

Background: This study will be beneficial for Swedish companies that wish to enter the French market and will also benefit companies in France that have something to do with Sweden or that are playing on the Swedish origin. The outcome of this study will give a perspective on Swedishness in Swedish companies, brands and products with French consumers.References to places and countries such as French wine, Hollywood movies, and Russian roulette are examples of how the origin of countries can create associations influencing consumers' product evaluation and buying behaviour. In the process of understanding French consumers' product country image in relation to Sweden, it is important to map their buying behaviour and associations to Swedish companies, brands and products. The consumer perception of the country of origin can together with other attributes add brand equity to a company, brand or a product. Purpose: The purpose of this study is to understand how Swedishness in Swedish brands and products influences the perception of quality and to assist companies in their decision making on how to market in France. Conclusion: French consumers are influenced by global and national perceptions of countries of origin. Swedishness and Scandinavia have a particularly good reputation with French consumers. This influence is high and influences the consumers' quality-perception process through various influencers. Presentation of figures that can be used as generic figures when considering the influencers of your country's image when marketing cross-nationally.

<p><strong>Background: </strong>This study will be beneficial for Swedish companies that wish to enter the French market and will also benefit companies in France that have something to do with Sweden or that are playing on the Swedish origin. The outcome of this study will give a perspective on Swedishness in Swedish companies, brands and products with French consumers.References to places and countries such as French wine, Hollywood movies, and Russian roulette are examples of how the origin of countries can create associations influencing consumers' product evaluation and buying behaviour. In the process of understanding French consumers' product country image in relation to Sweden, it is important to map their buying behaviour and associations to Swedish companies, brands and products. The consumer perception of the country of origin can together with other attributes add brand equity to a company, brand or a product.</p><p><strong>Purpose</strong>: The purpose of this study is to understand how Swedishness in Swedish brands and products influences the perception of quality and to assist companies in their decision making on how to market in France.</p><p><strong>Conclusion</strong>: French consumers are influenced by global and national perceptions of countries of origin. Swedishness and Scandinavia have a particularly good reputation with French consumers. This influence is high and influences the consumers' quality-perception process through various influencers. Presentation of figures that can be used as generic figures when considering the influencers of your country's image when marketing cross-nationally.</p>

Baigiamajame magistro darbe nagrinėjamos tarptautinės prekybos pramonine įranga verslo plėtojimo galimybės. Teorinėje dalyje apibūdintos tarptautinio marketingo strategijų teorinės nuostatos, pateikti inovatyvaus produkto kūrimo strategijų principai, aprašyta santykių marketingo reikšmė verslas verslui rinkoje, apibūdintos verslas verslui rinkos vartotojų elgsenos formavimo ypatybės; išanalizuota ir susisteminta mokslinė metodinė literatūra, skirta verslas verslui marketingo tematikai. Darbe pagrįsti marketingo sprendimai, taikytini kuriant integruotą tarptautinę inovatyvaus produkto marketingo strategiją, skirtą tarptautinio prekybos pramonine įranga verslo plėtrai. Praktinėje dalyje atlikti prekybos pramonine įranga verslo tyrimai siekiant nustatyti veiksnius, lemiančius prekybos pramoninės energetikos įranga ir įrengimais verslo plėtrą; atlikti pagrindinių tarptautinės prekybos pramonine įranga verslo šakos charakteristikų tarpusavio priklausomybės tyrimai, sudarytos tipinės bendrovės, veikiančios tarptautinės prekybos pramonine įranga verslo šakoje pelno ir pardavimo pajamų prognozės, įvertinti didžiausią įtaką tarptautinio prekybos pramonine įranga verslo plėtrai ilgalaikėje perspektyvoje turintys veiksniai. Išnagrinėti praktiniai verslo verslui marketingo tobulinimo aspektai leido patikslinti teorines marketingo nuostatas ir principus. Remiantis empirinių tyrimų rezultatais pateikiamas integruotas tarptautinio inovatyvaus produkto marketingo strategijos modelis... [toliau žr. visą tekstą] / The master thesis analyzes the possibilities of international trade of industrial equipment. The theoretical part defines conception of international marketing strategies, emphasizes on innovative product development strategies, describes significance of relationship marketing in business-to-business market, describes the internals of business to business buying behavior; analyzes and systemizes scientific methodical literature dedicated to the topic of business-to-business marketing. Marketing decisions that can be applied in developing international trade of industrial equipment are substantiated in the paper. The practical part deals with international trade of industrial equipment research that was conducted to identify factors influencing development of international trade of industrial equipment. Investigation of main characteristics of interdependence of international trade of industrial equipment business branch, profit and sales revenue forecast, the greatest influence on the long-term international trade of industrial equipment development factors was conducted as well. Practical business-to-business marketing improvement aspects were examined that allowed correcting theoretical marketing decisions. According to results of empirical research, the paper provides final integrated international innovative product marketing strategy that can be applied in development of international trade of industrial equipment. The paper is divided into 7 parts: introduction... [to full text]

Master thesis ExxonMobil International Marketing Strategy deals mainly with brand management and communication strategy of ExxonMobil Corporation and its selected competitors (Royal Dutch Shell plc, BP p.l.c.). Elements of these strategies are compared and based on the SWOT analysis strengths, weakness, opportunities and threats of ExxonMobil strategy are identified. In conclusion, the thesis introduces recommendations for possible changes in ExxonMobil marketing strategy. The work itself is divided into 4 chapters. The first chapter introduces the corporation, its structure and strategy. Second part describes ExxonMobil's brand management and communication strategy. The following part is focused on the description of the selected aspects of marketing strategy within the competitors - Royal Dutch Shell plc and BP p.l.c. The final chapter presents comparison of the competitors' strategies, SWOT analysis for ExxonMobil marketing strategy and offers recommendations for possible changes in the corporation strategy.