international marketing strategy options for


3000 words
Begin with a brief introduction to the profile of the organisation.
-An environmental analysis of the potential markets with recommendations as to which of the following markets would be the most appropriate market for Bettys and Taylors of Harrogate Limited
-Your choice covers New Zealand, China, USA and Germany (I am more concerned about the effective justification of your country choice than the choice of country itself)
-Your environmental analysis would benefit from your consideration of social, economic, political, legal and technological aspects of EACH potential market.
-In addition there are other IM tools that may be helpful to you for this task
-The options Bettys and Taylors of Harrogate Limited need to consider in developing a market entry strategy with a justified recommendation as to which is the most appropriate
-Try to establish linkages between the analysis of the internal environment and the resulting and associated strategic recommendations
-How Bettys and Taylors of Harrogate Limited might implement its International Marketing strategy, including the marketing mix and organisational considerations through the use of a marketing plan?
-Prepare a marketing plan for Bettys and Taylors of Harrogate Limited for your selected option.
Include a short conclusion to summarise your recommendations
Of great importance is a fully referenced bibliography using the Harvard Referencing System. The majority of references should come from text books and journals (theory should be referenced from text books and journals)

A key element of the assignment will be the ability to give justified recommendations that are appropriate to the organisations circumstances in the following areas:
-Choice of market
-Market entry
-Organisational strategies
-Marketing strategies


Bettys and Taylors of Harrogate Limited is a family business that has been around for numerous years. Having its headquarter in the heart of  North Yorkshire, Bettys and Taylors of Harrogate Limited deals specifically in things like handmade cakes, chocolates and cafes selling teas and coffees. For all the years the company has been in business, it has demonstrated great care for communities with which it trades. Similarly, the company is keen at developing its human resource to achieve their maximum capacity and offers cooking classes besides selling its confections online. The teas and coffees sold by this company are branded as Yorkshire Tea and Taylors of Harrogate (International Directory of Company Histories, 2005).