Lifeker+, key to growth: an international marketing plan of Keraben Group
Treball Final de Màster Universitari en Llengua Anglesa per al Comerç Internacional. Codi: SAR016. Curs: 2018/2019 “To prosper in a world of abrupt changes and discontinuities, of newly emerging forces and dangers, of unforeseen influences from abroad, firms need to prepare themselves, as well as re...
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ftunivjaumeirep:oai:repositori.uji.es:10234/183737 2023-05-15T16:49:39+02:00 Lifeker+, key to growth: an international marketing plan of Keraben Group Almir Mer, Faikah Saorín Iborra, Ana María Universitat Jaume I. Departament d'Estudis Anglesos. 2019-09-12T10:42:25Z application/pdf http://hdl.handle.net/10234/183737 eng eng Universitat Jaume I http://hdl.handle.net/10234/183737 http://rightsstatements.org/vocab/CNE/1.0/ info:eu-repo/semantics/restrictedAccess Màster Universitari en Llengua Anglesa per al Comerç Internacional Máster Universitario en Lengua Inglesa para el Comercio Internacional Master's Degree in English Language for International Trade International marketing New product development Keraben Group Lifeker+ Ceramic industry info:eu-repo/semantics/masterThesis info:eu-repo/semantics/publishedVersion 2019 ftunivjaumeirep 2021-08-11T19:50:03Z Treball Final de Màster Universitari en Llengua Anglesa per al Comerç Internacional. Codi: SAR016. Curs: 2018/2019 “To prosper in a world of abrupt changes and discontinuities, of newly emerging forces and dangers, of unforeseen influences from abroad, firms need to prepare themselves, as well as re-evaluate and innovate their products and services” (Czinkota and Ronkainen, 2007: 10). The Spanish ceramic industry, specifically in the province of Castellón, has always been in turnover and is one of the most competitive on the international scene. Therefore, companies always have the urge to develop new strategies and products in order to stand out amongst their competitors. Taking into consideration these aspects, Keraben Group has decided to develop a new product called Lifeker+, which is an antimicrobial ceramic tile that will help the company to enter into a new foreign market and increase its sales. Hence, this leads to the aim of this paper, which is to prepare an international marketing plan in order to expand the company to Iceland by means of the new product Lifeker+. To achieve this goal, a theoretical framework on the international marketing concept, as well as new product development have been included as a starting point. To continue, the situation analysis divided into internal and external has been portrayed. Then, once Keraben Group has been assessed both externally and internally, a SWOT analysi has been conducted in order to help establishing the correct strategies. Moving on, after the marketing objectives have been stated, the target, as well as the country selection and entry mode, have been presented. Afterwards, the marketing strategy with the product, pricing, distribution, and communication decisions for Lifeker+ have been planned. The results of the analysis are expected to show the possibility to expand the company to Iceland. Finally, a brief conclusion has been provided. Master Thesis Iceland Repositori Universitat Jaume I (Repositorio UJI) Lengua ENVELOPE(-59.788,-59.788,-62.526,-62.526) Ronkainen ENVELOPE(29.183,29.183,65.700,65.700) |
institution |
Open Polar |
collection |
Repositori Universitat Jaume I (Repositorio UJI) |
op_collection_id |
ftunivjaumeirep |
language |
English |
topic |
Màster Universitari en Llengua Anglesa per al Comerç Internacional Máster Universitario en Lengua Inglesa para el Comercio Internacional Master's Degree in English Language for International Trade International marketing New product development Keraben Group Lifeker+ Ceramic industry |
spellingShingle |
Màster Universitari en Llengua Anglesa per al Comerç Internacional Máster Universitario en Lengua Inglesa para el Comercio Internacional Master's Degree in English Language for International Trade International marketing New product development Keraben Group Lifeker+ Ceramic industry Almir Mer, Faikah Lifeker+, key to growth: an international marketing plan of Keraben Group |
topic_facet |
Màster Universitari en Llengua Anglesa per al Comerç Internacional Máster Universitario en Lengua Inglesa para el Comercio Internacional Master's Degree in English Language for International Trade International marketing New product development Keraben Group Lifeker+ Ceramic industry |
description |
Treball Final de Màster Universitari en Llengua Anglesa per al Comerç Internacional. Codi: SAR016. Curs: 2018/2019 “To prosper in a world of abrupt changes and discontinuities, of newly emerging forces and dangers, of unforeseen influences from abroad, firms need to prepare themselves, as well as re-evaluate and innovate their products and services” (Czinkota and Ronkainen, 2007: 10). The Spanish ceramic industry, specifically in the province of Castellón, has always been in turnover and is one of the most competitive on the international scene. Therefore, companies always have the urge to develop new strategies and products in order to stand out amongst their competitors. Taking into consideration these aspects, Keraben Group has decided to develop a new product called Lifeker+, which is an antimicrobial ceramic tile that will help the company to enter into a new foreign market and increase its sales. Hence, this leads to the aim of this paper, which is to prepare an international marketing plan in order to expand the company to Iceland by means of the new product Lifeker+. To achieve this goal, a theoretical framework on the international marketing concept, as well as new product development have been included as a starting point. To continue, the situation analysis divided into internal and external has been portrayed. Then, once Keraben Group has been assessed both externally and internally, a SWOT analysi has been conducted in order to help establishing the correct strategies. Moving on, after the marketing objectives have been stated, the target, as well as the country selection and entry mode, have been presented. Afterwards, the marketing strategy with the product, pricing, distribution, and communication decisions for Lifeker+ have been planned. The results of the analysis are expected to show the possibility to expand the company to Iceland. Finally, a brief conclusion has been provided. |
author2 |
Saorín Iborra, Ana María Universitat Jaume I. Departament d'Estudis Anglesos. |
format |
Master Thesis |
author |
Almir Mer, Faikah |
author_facet |
Almir Mer, Faikah |
author_sort |
Almir Mer, Faikah |
title |
Lifeker+, key to growth: an international marketing plan of Keraben Group |
title_short |
Lifeker+, key to growth: an international marketing plan of Keraben Group |
title_full |
Lifeker+, key to growth: an international marketing plan of Keraben Group |
title_fullStr |
Lifeker+, key to growth: an international marketing plan of Keraben Group |
title_full_unstemmed |
Lifeker+, key to growth: an international marketing plan of Keraben Group |
title_sort |
lifeker+, key to growth: an international marketing plan of keraben group |
publisher |
Universitat Jaume I |
publishDate |
2019 |
url |
http://hdl.handle.net/10234/183737 |
long_lat |
ENVELOPE(-59.788,-59.788,-62.526,-62.526) ENVELOPE(29.183,29.183,65.700,65.700) |
geographic |
Lengua Ronkainen |
geographic_facet |
Lengua Ronkainen |
genre |
Iceland |
genre_facet |
Iceland |
op_relation |
http://hdl.handle.net/10234/183737 |
op_rights |
http://rightsstatements.org/vocab/CNE/1.0/ info:eu-repo/semantics/restrictedAccess |
_version_ |
1766039787136876544 |