Contents

• Introduction 3
• Background 3
• Environmental Analysis 4
• Target Market and Competitive Analysis 5
• Identification and Justification of Target Segment 5
• Analysis of Target Market Segment Conditions 7
• Analyse key competitors 9
• Target Market Entry Strategy 9
• Recommendations 12
• Marketing Mix 12
• Product 12
• Pricing 13
• Promotion 13
• Place/Distribution 14
• Conclusion 15
• References 16

Description

Organizations today are adopting internationalization strategy due to ease of business, greater scope of wider customer segments, which would help in generating more revenues and profits. But organizations have to identify the customer segments, mode of entry and implement effective marketing strategies to effectively establish their business in the foreign market. International segmentation is gaining significant importance with increase in globalization. Organizations adopting internationalization strategy need to reorganize their marketing strategies to effectively target international customer segments as it varies from one country to the other (West et al., 2010). Organizations also have to choose the right mode of entry, which will enable it to establish itself effectively and invest in the business and function effectively in the foreign market. The identification of target segment and mode of entry depends on the various factors such as political, economic and social. This report identifies the target segment in Italy where Beltic aims to expand its business to. The report provides the conditions of the target segment, identifies the mode of entry, analyses key competitors and identify marketing strategies, which will enable it to establish its business effectively.