LAUNCHING NEW PRODUCTS IN UK BISCUIT MARKET

Launching New Products in UK Biscuit Market

Table of Content

INTRODUCTION3

CHOOSING FROM ALL EUROPEAN COUNTRIES4

MACRO-ENVIRONMENTAL FACTORS5

MICRO-ENVIRONMENTAL FACTORS6

ENTRY MODES8

INDIRECT EXPORTING8

EXPORTING9

LICENSING AND FRANCHISING10

JOINT VENTURE10

EXPORT MARKETING MIX STRATEGIES13

PRODUCTS13

PROMOTION13

PRICE14

PLACE (DISTRIBUTION)15

THE THEORETICAL AND APPLIED RELEVANCE OF VARIED BEHAVIOUR16

A THEORY OF VARIED CONSUMER BEHAVIOUR18

INDIRECT VARIED BEHAVIOUR20

DIRECT VARIED BEHAVIOUR21

THE UNIFIED THEORY24

SOME KEY MEASUREMENT ISSUES24

IMPLICATION OF VARIED CONSUMER BEHAVIOUR26

CONCLUSION27

REFERENCES29

Introduction

For decades, scholars and practitioners have been frustrated by the very limited capacity of either psychological or marketing models to predict individual choices on particular occasions. This paper discusses a theory which explains the degree to which the extant models omit important influences that produce varied individual choice behaviour. The focus of this paper is on the sequences of product purchases. Discretionary actions and activities are also covered.

With the development of communication & transportation technology and declining trade barriers, the world trade activities become more internationally. And the exports act an important role in the world trade. But how to start and manage the export marketing is going to be the main problem now. As the normal business, firms must have a plan when they start the export marketing. The Launch a new lower fat biscuit in the UK biscuit market can help the firm to bring all relevant marketing instruments together in a productive "mix". And it will give direction to all your planned activities for optimal effect. That direction is outlined in the objectives. Also, it will estimate when the activities should take place. This timing will clarify the logical sequence. The same applies to the very moment results can be expected. That facilitates good management and sound decision-making.

In this essay, we am trying to make Launch a new lower fat biscuit in the UK biscuit market for a new lower fat biscuit in the UK biscuit market. The firm is well known in Scotland, but it does not have any foreign activity before. So we will critical justify some important part of starting exports activities, such as countries and market segment selection, entry modes, and the appropriate export marketing strategies of this new lower fat biscuit manufacturer's biscuits firm.

Choosing From All European countries

As this biscuits firm want to expand its goods to the rest of Europe, we will initially find out the "best" foreign markets of Europe. Firstly, the "best" foreign markets offer a combination of high comfort for your company and high potential for your products.

At the first stage, we just consider the high comfort markets. The high comfort markets are those this firm is personally close to in some way, such as closely relatives or friendly countries, ease with the language and culture, and former exporting countries. In this biscuits firm, it does not have any export activities before, so we focus on the closely relative countries and similar language & culture countries. Most of western and northern European countries have similar culture. Therefore, we initially target the "best" foreign markets as western and northern European countries. However, some of the high comfort countries do not offer the highest potential returns for ...