Executive Summary
Australia offers good opportunity for investment because of the stable political environment, economic environment and social environment. The consumer purchasing power in the country is high and this has made it easy for consumers to purchase products. The country also has adequate technology and strong legal environment. Most of the firms have invested in the country due to its good macro environment. The strong macro environment presents an opportunity for Innocent drinks to invest. Innocent drinks has numerous strengths that will make it easy to export smoothie to Australia.
First, the company has a strong brand and adequate resources. The company also offers quality products in a good packaging and this will enable the company to attract customers. However, the company has various weaknesses like difficulties to lower prices and poor segmentation and positioning strategies. The position strategies like user and product features will enable the company position its products. The niche targeting strategies and undifferentiated strategy will help target customers and increase sales. The 7ps of marketing will help market the product. The contingence and control plan will help the company overcome challenges that might affect implementation of the plan like financial constraints.
Introduction
Most companies find it hard to market their products and services because they do not have a marketing plan. A marketing plan is important as it helps the company in determining where to sell its products and services. A marketing plan provides information about the company internal environment and external environment. Like other companies innocent drinks plans to export its products to Australia. Innocent drinks is a company that manufactures smoothies and spring water that is flavored. The company is located in United Kingdom. The company was developed in 1999 to offer smoothies and other products. The company has various outlets in different parts of the country and other countries.
Currently, the company exports its products to different countries like Ireland, Netherlands and Germany. Some of the products are exported to Belgium and Denmark. The company has not established an outlet in Australia. The company occupies 72% of the smoothie market in the United Kingdom. Like other countries, Australia offers a good opportunity for the company to export its products. Most people in the country have changed their eating habits and lifestyles due to increase in chronic diseases like heart diseases. This provides a ready market for the product. The smoothie market in Australia is growing fast due to the high demand of smoothie and change in lifestyle. This paper is aimed at preparing a marketing plan for Innocent drinks by analyzing the smoothie market in Australia.
Company and marketing objectives
Innocent drinks has a wide range of objectives. The company is planning to diversify its product line. The company offers various products. For instance, the company offers smoothies and spring water. The major product in the company is smoothies. The company offers different types of smoothies like seasonal smoothies and guest smoothies. The seasonal smoothies are designed for particular seasons. Currently the company targets young children and adults. The company is planning to diversify its product line so as to meet the needs of other people in the society like elderly people. Another objective is achieving competitive advantage. The company wants to enhance its brands so as to be able to compete with other firms in the industry (Aaker &McLoughin, 2010).
Moreover, innocent drinks is planning to export some of its products to other parts of the world. The company targets various countries like Australia. This will make it easy for the company to increase its sales and also improve its production by 60% in the next three years. The company is aimed at exporting 50% of its products to Australia within 3 years. Apart from the company objectives, there company also has marketing objectives. The marketing objectives are inline with the company objective. The marketing objectives include making the customers aware of company brand by 50% within three years. In addition, the company plans to increase its sales by 60% within three years by educating the consumers on the advantages associated with the product (Aaker &McLoughin, 2010).
Marketing audit
The marketing audit will involve internal market audit and external market audit using SWOT analysis and PEST analysis.
Internal market audit
SWOT analysis
Innocent drinks financial details
Innocent drinks have the biggest market share in the smoothie industry in United Kingdom. There are various factors that have contributed to the market share. First, the change in eating habits among the citizens in United Kingdom has led to high demand of the company product. The large market share is as a result of strong marketing strategies and brand awareness in the company. The company uses various strategies to market its products like internet marketing and traditional marketing. This has made it easy for many people to know more about the company and its products.
The company has put a lot of effort in marketing its products so as to maintain its market share. The profit in the company in 2010 was almost £128 million. The high profit is associated to good marketing strategies in the company and quality products. Most people prefer to buy smoothies instead of other products and this has made it easy to increase the company’s profits. In 2007 the revenue in the company was almost £134 million. However, the revenues in the company dropped in 2008 due to the economic crisis in the country. The economic crisis in the country affected the demand of smoothies in the country and other parts of the world and this resulted to low sales (Aaker &McLoughin, 2010).
Strengths
Innocent drinks has various capabilities that have made it survive in the smoothie industry. First, the way the company packages its products has made it easy for the company to compete with other companies in the industry. The company products are packaged well and this has made it easy for the company to avoid environmental issues. The products are packaged in bottles that are clear. Moreover, the bottles have brief information about the company product. In addition, the bottles are made up of one color. Most of the customers have been able to identify the company product in the restaurants and supermarkets as they are unique. The company has used the unique packaging v as a differentiation strategy to differentiate its products from products offered by other companies. The bottles used to package the products can be recycled.
Apart from having a good packaging, the company has enough resources. For instance, the company has adequate human resources and financial resources. The company has more than 220 employees who have a wide range of skills and capabilities. This has made it easy for the firm to be more creative and innovative. The human resource gives the company a competitive advantage. The financial resources in the company have enabled the company to achieve competitive advantage as it is able to invest in latest technology. The employees in the company have been able to develop various marketing strategies that have proved effect. Thus, they are able to implement the marketing plan being developed well (Leeman, 2010).
Further, the company has a strong brand that makes it easy for the company to compete with other firms in the industry. The company brand has been developed well to create brand awareness. Like other companies, innocent drinks offers quality products that are unique. The smoothies are made of natural fruits instead of chemicals. Moreover, other products in the company like spring water are not carbonated. This has led to high demand of the products as they do not have any harmful chemicals. In addition, the unique products have made it easy for the company to target a wide range of consumers like young children and the elderly. Thus, this has enabled the company to maintain its market share and increase its profit (Leeman, 2010).
Weakness
Like other companies in the smoothie industry, innocent drinks faces problems related to prices. The company finds it hard to adjust its prices to meet the changing consumer needs. For instance, the company can not lower its prices incase of low demand. This is because lowering the prices affects the company brand and leads to loose of customers. This has affected sales in the company during recession time as the company is not able to adjust its price. Moreover, innocent drinks lacks targeting strategies. Currently, the company targets the entire market as it does not have proper strategies to split its market according to the customer needs. For instance, it is not able to split its market according to the needs of elderly consumers. This has made it dificuty for the company to concentrate its efforts and resources on a single market segment. The company needs to change its targeting strategies and marketing segmentation strategies so as to be able to meet the customer expectation. This has also made the company prone to competition. Most of the firms in the industry have segmented their markets and only target a single market (Westwood, 2002).
Threats
There are many companies that offer smoothies and soft drinks in the market like innocent drinks. The companies have developed unique brands to achieve competitive advantage. Some of the brands offered by the company are related to innocent drink brand. This has made it hard for customers to differentiate the company brand from competitor brands though the brand is packaged clearly and labeled correctly. The companies have also tried to package their products in a similar manner. They also offer their products in places where innocent drinks offers its products including restaurants and supermarkets. This has affected sales in the company as some of the customers confuse the brands and end up buying brands offered by other firms (Westwood, 2002).
Opportunities
There is vast range of opportunities that are available to the company. First, the rapid growth of smoothie market in Australia offers the company an opportunity to market its products in Australia. The market in Australia has grown greatly for the last few years due to increase in demand of smoothies. The country is also experiencing strong economic growth and this will make it easy for the company to market its products. The home market is also good as it has made it easy for the company to grow for the last ten years. The Australian market is promising for any company that wishes to invest in the country (Westwood, 2002).
Also, the social demographic changes in the country offer the firm an opportunity to expand. The increase in chronic diseases in Australia has forced citizens to change their lifestyles. Most people have been forced to quit drinking alcohol and eating fatty foods and sugary foods. This is to improve the quality of life and prevent the incidence of chronic diseases in the population. They have opted to take foods that are natural like fruits and vegetables. Most people eat smoothies and non carbonated drinks as they are less harmful to the body compared to fast foods (Westwood, 2002).
External market audit
The external market audit is aimed at examining the macro environment and the Australian market.
Macro environment
Analyzing the macro environment is important as it helps the company understand the external company environment. It makes it easy for the company to understand how various policies and social changes affect the company and make it to achieve its objectives. It also helps the company plan well so as to be able to achieve its goals. Like other firms in the industry innocent drinks should analyze the macro environment so as to make the right export decisions. There are various things that will be analyzed under the macro environment. That is the political environment, legal environment and the economic environment. Other things include technology and the social factors.The PEST will be used to analyze the macro environment (Westwood, 2002).
Political environment
Australia is considered a safe destination for investors. The political environment and legal environment is stable. It is also open for investors and promising. Additionally, the political environment is certain and has a high level of confidence. This makes it easy for investors to invest in the country. Australia has various strengths that are result from the economic environment and political environment. The political system in the country is able to respond to changes in economic environment and policies. The Australian government has been committed to change the economy in the country for the last few years. The country has been ranked the second best country in implementing economic reforms. The government is also transparent and effective. Thus, offering an opportunity for the company to invest in the country (McDonald, 2007).
Economic environment
The economic conditions in United Kingdom have not been favorable for many businesses for the last few years. This is because of economic recession in the country. The economic recession in the country affected the growth of many businesses and the gross domestic product in the country. The recession in the country affected the consumer purchasing power in the country as most of the consumers were not able to buy goods and services thus lowering the demand of products and services. Though the consumer purchasing power fell in United Kingdom, the purchasing power has improved greatly for the last few decades in Australia.
The income per capita in the country increased by 50% between 1991 and 1992. In addition, the capita increased by 3% each year between 1992 and 2006.The improvement in purchasing power in the country is as a result of good economic growth. The increase in purchasing power has affected the prices and products of goods positively. Most of the consumers in the country have been able to purchase goods and services. The change in purchasing power will have positive impact on innocent drinks. This is because most of the consumers will be able to purchase the company product and hence improve the company profits by the amount stated above (McDonald, 2007).
Social environment
The social environment in Australia is favorable for investment. A large percentage of the population in Australia is aging. A large section of the aging population is found in rural areas, but not in the cities. The aged population is found in south Sydney and New South Wales. Most of the people in these areas are aged 65 years and above. In addition, 17% of the population in Victorian city well in 1991 was young. The aged population in the country has tripled. This is according to statistics reports released in the country. The number of people aged 45 years and above has increased due to aging baby boomers. Most of the people aged 45 years and above have been diagnosed with health related illness. For instance, 64% of men in 1995 were diagnosed with obesity and heart diseases.49% of the women was also diagnosed with chronic diseases. This is according to Australian bureau of statistics.
The increase in chronic diseases is due to poor eating habits. Most of the health care facilities and the government have advised the citizens to change their eating habits. The citizens have been advised to eat foods that have low sugar content and fat like smoothies. Many firms in the country have changed their products and services to meet the needs of the elderly population. For instance, the companies offer foods that are natural and have less fat and sugar. Innocent drinks should also change its products so as to meet the needs of the population. The company should devise new market segmentation strategies and positioning strategies so as to be able to target elderly people in the society. Currently, the company offers smoothies and soft drinks to children and adults aged below 45 years (McDonald, 2007).
Technological factors
The country has well developed Information communication infrastructure. Most of the industries in the country have integrated information communication technology. This has improved productivity in the industries. It has also attracted various investors from other countries. The country ranks fourth worldwide in terms of internet use. It also ranks eighth in terms of per capital computer use. The e- readiness score for the country is 8.83.E- readiness is used to measure information and communication technology and the ability of companies and customers in the country to use ICT (Croft, 1994).
Marketing strategies
This section analyzes different types of marketing strategies that companies can use to define their market segments and also target their customers.
Segmentation strategies
There are various segmentation strategies that can be used by the firm to segment its market. A market segment is a market that is made up of people who have similar qualities. For insurance, the customers in a market segment might demand a similar product and services. The demand of the products or services is always based on the price and functions of the products and services. A true market segment should have the following qualities. First, the market segment should be different from other market segments. It should be reached using various market interventions. Innocent drinks targets young children and adults in the market. The company has not established strategies to target customers who are old. The company needs to segment its market according to age so as to be able to offer effective services. For instance, the company should be able to offer adults aged 45 years and above smoothie’s products and soft drinks.
Currently, the company does not have a specific market segment and this has made it dificuty for the company to meet the client’s needs. The market segmentation strategy will enable the firm to segment its market into different section. The firm will in turn be able to develop products that meet the needs of customers in the segment as it will be aware of the customer needs. Elderly customers need products that are different from the products offered to young customers. So, the company should be able to align the company product line with the expectation of elderly customers. Thus, the company should adapt the right segmentation strategies (Dunbar &McDonald, 2004).
Targeting strategies
Apart from market segmentation strategies, targeting strategies can also be used to improve competitive advantage and also meet the needs of the customers. After identifying the market segment the company intends to target, the next step is developing targeting strategy to use. The targeting strategy enables firms to target the market segments with products that meet the needs of the consumers. There are many strategies that firms can use to target their market segments. That is concentration marketing strategy, undifferentiated marketing strategy and selective marketing strategy. Innocent drinks can use concentration marketing strategy to target its customers. Niche strategy allows the company to target one group of customers in the market. For instance, the company can target the elderly if it chooses to.
The niche strategy has various benefits. For instance, the strategy helps increases sales in the company. The mass marketing strategy allows the company to sell one product to customers in the entire market. The company assumes that the needs of customers in the market are similar. However, the strategy can affect sales and customer satisfaction as most customers do not need standardized products, but products that meet their specific needs. The company currently uses undifferentiated strategy and it has made it hard for the company to meet the needs of different consumers in the market. The best strategy for innocent drinks is niche strategy and differentiated strategy. The differentiated strategy will allow the company to target a particular niche .The company will be able to design the products to meet customer expectation. Thus, increased sales and retain customers (Luther, 2001).
Positioning strategy
The company needs to use different positioning strategies to target its products. First, the company can use product features to position its products. A company is supposed to select the best feature of a product and use it to position its product. In this case, the company should select the nutritional features of smoothies to sell the products. The company should educate the public on health benefits of smoothies so as to be able to position its product. Smoothies have a wide range of health benefits compared to other products sold in the market.
First, they are free from sugar and high fat content as they are made from fruits. This makes the product fit for people having chronic diseases like elderly people. The smoothies are not carbonated and they are made up of 100% fruits. Moreover, the company can use the consumer to position its products. In this case, the company should design products for particular users. For example, the company can make smoothies for elderly people. In addition, the company can make smoothie for children and young people. This will ensure the company is able to meet the needs of the customers. Currently, the company is using the user strategy to position its products in United Kingdom. This is because the company makes products for young kids and adults. The same strategy can be used in Australia to position its product (Luther, 2001).
Market entry
Different companies have used different strategies to enter various markets. The kind of market entry strategy used determines the success of a company. Market entry involves delivering various products to the target market and distributing the product. Market entry is important for companies investing in foreign countries as it determines how they will target the consumers and distribute products. Companies can use mergers or acquisition to venture into a foreign market. In this case, companies are supposed to merger with a company in the country of export. The two companies create a new company after merging. In acquisition, the company exporting takes over another company in the foreign market. The domestic firm is allowed t6o trade using the company name, but the company exporting the products controls it. Mergers and acquisition has various benefits and disadvantages.
First, mergers and acquisition reduces the time needed to penetrate the target market. This is because the company always has a product line and distribution channels. This makes it easy for the company to enter the marketing addition, mergers and acquisitions helps reduce the number of competitors in the market. Also, mergers and acquisitions help eliminate barriers to entry like skills, technology and patents. It also helps overcome material supply issues. Thus, this enables the foreign firm to venture the market easily. On the other hand, mergers and acquisitions have various disadvantages. First, the company faces numerous risks like political and market risks. In addition, the integration of the two companies can be slow hence affecting the sales and productivity of the new company. It can also lead to overestimation of the market capabilities and affect sales. Also, the corporate culture of the two companies can be incompatible (Sengupta, 2005).
Innocent drinks will use the mergers and acquisition strategy to enter the Australian market. The company will merge with an existing company in the country. This will make it easy for the company to overcome barriers to market entry. For example, the company will be able to get materials, skills and resources needed. In addition, the company will also overcome financial constraints that might slow the company from entering the market. This is because the companies will be able to contribute capital that is needed to establish the new firm. Hence, this will ensure the company does not face financial challenges. Also, the company will be able to enter the market easily and increase sales. Most firms find it hard to enter new markets because they do not use the right strategies and face financial problems. This in turn affects productivity in such companies. The companies find it hard top realize their goals. Moreover, the merger will help innocent drinks be able to develop a product line and distribute its product easily. This is because the company will merge with another company that has a similar product line and distribution outlets (Sengupta, 2005).
Implementation
Marketing Mix
Marketing mix is vital in an organization. The marketing mix help companies market their products and services. The kind of marketing mix used in an organization determines the productivity of the firm and customer satisfaction. Firms that are able to utilize marketing mix elements well find it easy to attract customers and retain customers. On the other hand, companies that do not utilize the marketing mix elements well find it hard to attract customers and improve productivity levels. Most companies like innocent drinks find it dificuty to integrate the marketing mix in their activities. Thus, the firms find it hard to deliver products, improve their products and retain consumers. Innocent drinks only uses one of the 7ps of marketing mix. The company only uses the product. The company has always ensured the products offered to consumers are of high quality and are unique. The company has developed a unique selling proposition by enhancing the manufacturing of the product and packaging. The product made by the company is made using fresh fruits and it is always 100% fruits. The smoothies are packaged in a clear package that is different from competitors (Sengupta, 2005).
The 7ps of marketing can be used to improve products offered in the company and ensure the company achieves its marketing objectives. The 7ps of marketing are product, price, process and physical evidence. Other marketing elements include promotion, place and people. Most organizations have used product, price, place and promotion in their business and they have given positive results .The ps have helped improve marketing strategies and positioning strategies in the organizations. The first marketing element is people. Organizations are supposed to recruit the right employees so as to be able to offer quality products and effective services. In addition, organizations should offer their employees with the right training so as to improve their competence and experience.
Recruiting the right employees and providing training helps organizations achieve competitive advantage. This is because the employees are creative and innovation. Hence, they are able to develop the right promotion strategies and positioning strategies. Customers judge the quality of services and products being offered according to the employee. So, the staff in the organization should have the right skills and attitude so as to boost customer satisfaction. Innocent drinks should hire the right employees so as to enhance creativity and innovation. This will add value to the products offered and ensure quality services. It will also help improve sales in the company.
Apart from people, an organization should have the right process. Process is used to identify systems that are used to offer services in the organization. Innocent drinks like other organizations has systems that are used to provide smoothie and soft drinks to customers. The company should improve its processes so as to be able to offer quality products and services. Improving the processes in the organization will make it easy for the firm to realize its corporate objects like increasing the sales in the company and also creating brand awareness. The company should be able to offer prompt services in various outlets where its products are being distributed. For instance, incase of a restaurant, the customers should be able to get smoothies at the right time. This will ensure customer satisfaction (Sengupta, 2005).
Another marketing element is physical evidence. Physical evidence is used to refer to where the product or service is being offered. Consumers use physical evidence to judge an organization. Organizations that have the right physical evidence find it easy to attract customers as the customers value the organizations. On the other hand, organizations that lack good physical evidence find it to attract customers as customers do not like purchasing products from them. This in turn affects the productivity of the organizations. Most customers expect the places where services or products are being offered to be clean and friendly.
For instance, customers expect a restaurant to be clean and friendly so as to be able to purchase the products. Innocent drinks should improve its physical evidence so as to be able to attract consumers. The company products are offered in many places like restaurants and supermarkets. The restaurants and supermarkets should be neat and have a conducive environment so as to attract customers to buy the product. Making the restaurants clean will help improve the positioning strategy used by the firm as it will be able to position its products well. Also, the company will be able to increase sales. It will also improve the perception of the company as customers will be able to judge the company positively (Weisten, 2004).
Further, pricing is also a vital element of the marketing mix. Pricing is the only element of marketing mix that generates profits in an organization. Price is supposed to support various elements of the marketing mix like promoting the product, designing the product etc. Determining the price of a product is not easy and it should always show the relation between demand and supply. Pricing should take into account the following factors. First, pricing should consider the objectives of the company and positioning strategy being used. It should also consider the customers being targeted and if they are willing to buy. Lastly, pricing should consider competition in the market. The pricing strategy in the company is not effective as it affect the products offered by the company. The company is not able to adjust the price of the product to meet the expectation of the customers to avoid influencing the product and customers. The new pricing strategy developed should ensure the company is able to lower the cost of smoothies when there is low demand and vice versa (Lamb, Hair &McDaniel, 2008).
Improving the product in the company will help the company meet the needs of the customers in the market segment. The company will target different kind of consumers in the market. For example, the company will target elderly people aged 45 years and above. It will also target children and people who are 45 years and below. The company should offer products for kids to children customers. It should also offer the current smoothie products to adult customers who are aged 45 years and below. For instance, it can offer cocktails for people aged 45 years and below. However, the company should devise a new product that is fit for elderly people. The smoothies designed for elderly people should not have any alcohol as alcohol is a risk factor for many diseases like heart Diseases.The Company should also package the product according to the various market segments. In case, of elderly people, the company should use a packaging method that is fit for old people. It should also a pack aging that is fit for children and adults.
Apart from improving the product, it should devise new ways to market its products. The company can use supermarkets and restaurants to promote its services. The smoothie products should be placed a visible place when sold in the supermarkets. This will ensure customers are able to see the product. Thus, this will ensure the company makes the customers aware of their brand. The restaurant menu can help the company market its products. The best way to market the smoothies in a restaurant is to use meal offers. For instance, the company should give customers smoothies at a cheaper if they purchase a meal. Place is important in marketing of products.
Companies are supposed to ensure products and services are available to customers at the right place and time. The company should place its products in the supermarkets and restaurants. For instance, the company should target supermarkets where the target customers visit. That is where children, adults and old people shop. This will make it easy for customers to get the product. Placing the products at the right place helps the company improve its positioning strategy. It ensures the company uses various things to position its products. That is user, product quality and attributes (Weisten, 2004).
Contingencies and controls
There are various factors that might influence the implementation of the marketing plan negatively. The factors also make it hard to realize company objective and marketing objectives listed above. First, lack of adequate resources in the organization can affect rhe implementation of the plan. The organization might find it hard to meet the budget needs due to lack of financial resources in the organization. This might in turn influence the outcome of the marketing plan as the organization is unable to implement the plan as expected. For example, it can make it dificuty to enter into another market segment or invest in a foreign firm.
Most companies prefer to merge with other companies in the foreign countries so as to reduce the financial risks associated with investing in foreign countries or investing generally. Merging with other firms makes it easy for the company to venture into other market segments without facing financial difficulties. This ensures the marketing plan is implemented well. Though the company can get financial help from other firms forming the merger, it should have alternative sources of money. First, the company should have a vast range of investment. Investments are a source of income for any company. It should be in a position to get loans from the bank.
The implementation can also be affected by lack of adequate human resources like skilled workers and expertise. Designing marketing strategies and positioning g strategies needs enough skills. So, the workers involved in the implementation of the plan should be competent. Most companies have benefited from mergers and acquisitions as they have been able to get competent workers. This has made it easy to export the products to foreign countries. The company should employ a diverse workforce so as to be able to overcome challenges resulting from shortage of staff or lack of innovation.
Another factor that might affect the implementation of the plan is lack of technology. The company needs technology to be able to develop the right product. The company should invest heavily in technology to overcome such effect (Weisten, 2004).
Financial information
| activity | amount |
| Enhancing the product line | $700 |
| Promotion activities | $600 |
| Improving the restaurants and the supermarkets where the customers get the smoothies | $600 |
| Enhancing company brand to meet the needs of new customers and market | $1000 |
| total | $2900 |
Timeline
| Marketing activity | Start date – finishing date |
| Developing new products line and enhancing the packaging | 12/05/2011-9/12/2011 |
| Improving the company brand | 10/11/2011-12/03/2012 |
| Enhancing restaurants and supermarkets | 13/03/2012-23/09/2012 |
| designing a pricing strategy | 24/09/2012-10/07/2013 |
Conclusion
The macro environment analysis above has proved that Australia is a good place for investment. This is because of good economic environment, political environment, social environment and technological advances. Most firms have invested in the country as it is fit for investment. Innocent drinks should also export its products to Australia as the macro environment is good. The marketing plan above will help the company position its products well using user and product attributes. It will also help the company develop various market segments and meet the needs of the customers using the 7ps.The company has various strengths like human resource and financial resources. Other strengths include quality products, good packaging and brand. The company should utilize its strengths to export products to Australia.
Reference
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Dunbar,I.,&McDonald,M.(2004).Market segmentation. How to do it, how to profit from it. Butterworth-Heinemann
McDonald,M.(2007).Marketing plans.How to prepare them, how to use them. Butterworth-Heinemann
Lamb,C.W.,Hair,J.F.,&McDaniel,C.(2008).Marketing. Cengage Learning
Luther,W.M.(2001).The marketing plan. How to prepare and implement it. AMACOM Div American Mgmt Assn
Sengupta,S.(2005).Brand positioning: strategies for competitive advantage. Tata McGraw-Hill Education
Leeman,.J.J.(2010).Export Planning. BoD – Books on Demand
Ferell,O.C.,&Hartline,M.D.(2008).Marketing Strategy. Cengage Learning
Westwood,J.(2002).The marketing plan.A step-by-step guide. Kogan Page Publishers
Weisten,A.(2004).Handbook of market segmentation.Strategic targeting for business and technology firms. Routledge
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