Development of a Marketing Information System.
Appendix 1: Explanation of components MIS.
Appendix 2: Techniques for analysing market potential.
Appendix 3: Ford and the global marketing plan.
Appendix 4: Junk food advert ban to lead crackdown on child obesity.
Appendix 4: Nestlé to move into healthier foods.
1. Introduction.
The chosen country for evaluation and perhaps for international expansion is Luxemburg. As the domestic company "FreshFood- has been very successful in the UK with their innovative approach to fast food shops, management has decided to analyse the opportunities that may arise in other countries, turning "FreshFood- into a global player. The concept includes selling a variety of salads, individually prepared sandwiches on either white or whole wheat bread, fresh fruit, fruit salad and a large assortment of fruit shakes and smoothies. The focus is directed mainly at the working population, 20-50 years of age, who want a healthy and nutritious meal at lunchtime without returning to work feeling tired from too much food and who want to keep their diet in balance. Some of the reasons for choosing Luxemburg as the first possible alternative are the general wealth of the country, its geographical closeness to the U.K. and a range of different nationalities that can pose a threat but at the same time may turn into a lucrative opportunity for the company. These and other issues regarding the macro environment are will be discussed in more detail in Chapter 2. In Chapter 3 the development and the usefulness of a marketing information system in relation to the target country will be introduced. Chapter 4 shows the opportunities arising in the chosen country by using certain techniques to identify the market potential. In the last chapter, advantages and disadvantages of a global marketing plan are discussed with reference to a global company.
2. The Global Macro Environment.
It's useless to tell a river to stop running; the best thing is to learn how to swim in the direction it is flowing .