Deciding which markets to enter
Part ii Deciding which markets to enter
Part video case study embraer business Jets www.embraer.com
Brazil World ✓
Case study II.1 bajaj auto The Indian motorcycle manufacturer internationalizes its business www.bajajauto.com
India Emerging countries
✓ ✓
Case study II.2 the female Health Company (fHC) The female condom is seeking a foothold in the world market for contraceptive products www.femalehealth.com
US World (governmental organizations)
✓ ✓
Case study II.3 Gerolsteiner A German bottled water manufacturer is trying to increase its global market share www.gerolsteiner.com
Tyskland Europe ✓ ✓
Case study II.4 Porsche International market selection (IMS) for the exclusive sports car brand www.porsche.com
US (Denmark)
World ✓ ✓
Part iii market entry strategies
Part video case study müller Yogurts www.muellergroup.com; www.mullerquaker.com
Germany USA ✓ ✓
Case study III.1 raleigh bicycles Does the iconic bicycle brand still have a chance on the world market? www.raleigh.co.uk
UK World ✓ ✓
Case study III.2 ikea Expanding through franchising to the South American market? www.ikea.com
Sweden, Holland
South America (Brazil)
✓
table 2 Part case studies: overview
PREFACE xxix
Part Case study title, subtitle and related websites
Country/area of company headquarters
Geographical target area
target market
b2b b2C
Case study III.3 autoliv airbags Transforming Autoliv into a global company www.autoliv.com
Sweden, US
World ✓
Case study III.4 imaX Corporation Globalization of the film business www.imax.com
Canada World ✓ ✓
Part iV Designing the global marketing programme
Part video case study tequila avion www.tequilaavion.com
USA World ✓
Case study IV.1 absolut Vodka Defending and attacking for a better position in the global vodka market www.absolut.com www.pernod.net
France, Sweden
World, Eastern Europe
✓
Case study IV.2 Guinness How can the iconic Irish beer brand compensate for declining sales in the home market? www.diageo.com www.guinness.com
UK, Ireland World ✓ ✓
Case study IV.3 Dyson Vacuum Cleaner Shifting from domestic to international marketing with the famous bagless vacuum cleaner www.dyson.co.uk www.dysonairblade.co.uk
UK US, the rest of the world
✓ ✓
Case study IV.4 triumph motorcycles ltd Rising from the ashes in the international motorcycle business www.triumph.co.uk
UK World ✓
Part V implementing and coordinating the global marketing programme
Part video case study Stella & Dot www.stelladot.com
USA World ✓ ✓
Case study V.1 Sony music entertainment New worldwide organizational structure and the marketing, planning and budgeting of Pink’s new album www.sonymusic.com
US, Japan World ✓ ✓
Case study V.2 red bull The global market leader in energy drinks is considering further market expansion www.redbull.com
Austria World ✓ ✓
Case study V.3 tetra Pak How to create B2B relationships with the food industry on a global level www.tetrapak.com
Holland World ✓
Case study V.4 Polaroid eyewear Can the iconic brand achieve a comeback in the global sunglasses industry? www.polaroideyewear.com
Switzerland, Italy
World ✓
table 2 Continued