INTERNATIONAL AND STRATEGIC MARKETING

International and Strategic Marketing

Executive Summary

This report provides an in depth analysis of Sheffield cutlery's international strategic management, which is a UK based organization. It presents a comprehensive insight into Sheffield cutlery's business structure, its operations, marketing and risk management and competitors. The report is a detailed strategic and international marketing analysis of Sheffield cutlery Ltd.

The designs are based on the needs of customer. The typical customers are people who are purchasing handmade gifts for their friends or relatives. Apart from that, as low production is offered, as well as custom designs, Sheffield cutlery is capable of winning over consumers because of the great deal of flexibility. Sheffield cutlery is bound to gain loyal customers through a customer-centric business model.

International and Strategic Marketing

Introduction

Cutlery is a tool or set of tools for manipulating the food directly to the table, made ??of plastic , wood , aluminum , stainless steel, nickel silver or silverware.

In our cutlery should have at least: spoons, forks, knives and cutlery for dessert. A bucket and ladle for serving. If we want something more sophisticated, or need to have it by the commitments that come to our house, could do with: cutlery for fish, ice cream or sorbet spoons, spoon salsa (to the accompaniment of salsa) and some other parts. If the degree of sophistication is very high, you can complete your cutlery with many different "gadgets" that will delight the more "snob", but surely not that of some of your guests. (Sheffield Cutlery Official Website, 2011)

Marketing Audit

According to specialists, the main advantages is that the Russian market has strong growth potential and can still present many opportunities for Sheffield Cutlery, and also the Spanish presence in this market is very low compared with some of our major competitors the EU.

Before deciding to approach the Russian market, however, is indispensable to carry out a thorough study to date information. The Russian market, although interesting is only for serious companies, strong in terms of determination to work for economic and social conditions very different from their surroundings, even willing to take risks, at times, sometimes at facilitating conditions payment. (Gummesson, 2007, 20)

Since the 1998 economic crisis, many exporters have left this market, freeing up a market share that has been occupied by companies that chose to stay. This decision will pay off when the political and economic situation stabilizes, when you increase the purchasing power of Russian consumers will inevitably buy the products they know and who for long have desired.

The best way to access the complex market for cutlery and other houeshold items of the eastern countries in Russia in particular is by employing effective international marketing strategies. With an effective strategy, which is especially essential for organizations that are thinking of entering the market with a challenging style, the organization can effectively participate in market in Russia. (Gronroos, 2004, 22).

Market Analysis

 

2001

2002

2003

2004

2005

Potential Customers

Growth

Gift purchasers

8.5%

22,475

22,171

24,025

26,027

28,188

End consumers

9.5%

18,865

22,675

24,627

25,753

29,073

Other

0%

0

0

0

0

0

Total

8.5%

41,340

44,846

48,652

51,780

57,261

The trends in marketing are in relation to the possible capacities of various organizations regarding the integration of different elements ...