You are expected to write an analytical report on the internationalization of a company of your choice. Reports incorporating data drawn from secondary sources are advised. The key requirement of this report is that it contains analytical content. You must prepare a written analysis on the international marketing strategy of a small or medium size company in manufacturing or services.
The companies can either be based in Singapore or home countries of students (for example HK/China/Malaysia). The choice of companies must be approved by the tutor.
In your role as the international marketing manager of the selected company, write a report for the following two tasks:
1. Evaluate international marketing situations that may affect the company's strategies.
2. Construct an international marketing plan for the company.
Established in 1995, Mr. Bean is the foremost chain soya bean food & beverage retailer in Singapore today. The company owns 50 stores throughout the country offering to consumers of all ages, a wide array of soya bean based drinks and snacks – including soya based ice blended flavoured drinks, pastries, ice-creams etc. Mr. Bean is founded on a strong corporate philosophy, a commitment to bring creative, healthy products through constant research. Mr. Bean has combined the goodness of nutrition with the efficiency of fast food concepts. Thus, the company has expanded so successfully throughout the island and is now foraying into other international markets like UK.
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