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I require a dissertation proposal drafting based around Global marketing strategies within the travel retail industry. The student is employed by Dufry International a leading travel retailer. Airport Tax & Duty free sales, in over 45 countries worldwide. The proposal must center a research question around how Global Marketing startegies are challenged and over come challenges in local markets, local cultures and differening passenger demographics. A Global approach to local thinking. The author is employed by Dufry AG. Dufry is one of the world’s leading global travel retailers, serving travellers in 45 countries with over 1200 shops. The duty free and duty paid shops are located within 157 airports, but also in travel retail channels such as seaports, on-board cruise liners. The Company has its global head office in Basel, Switzerland. My aim is to explore how a global organization like Dufry AG leverages marketing competencies given the critical success factor of alignment and local execution. I will be using business intelligence gathering techniques used with in the retail industry (POS purchase statistics, basket mix comparisons, brand trends, purchase behaviors of consumers) to identify key indicators and findings to aid the Marketing strategies. I want to Analyse and compare the findings of consumer surveys conducted on behalf of Dufry to obtain an insight into the mindset, concerns and behavior of travelers. The surveys consist of 400 men and women aged between 18 and 59 in several airport environments. These surveys use both qualitative and quantitative methodologies to describe their experience shopping when travelling specifically within Airports. Research the use of technology and how it now affects retailers & marketing – Example: FlightView, the company behind mobile apps that track real-time flight information, polled 2,600 travelers on what they want on-the-go while shopping. Comparing sales and growth performance of the company against these findings my objective is to highlight the marketing strategies used and provide areas where opportunities can be identified. While planning to enter global marketing, following factors are to be considered: Capacity: every company which wants to enter into a global market should consider whether it has the market potentiality. They must recheck, whether they are established enough to enter global marketing. Marketing mix: A detailed examination of the components of the marketing mix and selecting target markets is essential. It also means adjusting to cultural constraints imposed by uncontrollable elements of the environment Developing specific programme: An analysis has to be made with regard to company’s strengths and weakness and other constraints and specific action programme has to be developed which includes expected profit, sales target and budget. Competition: competitive moves are particularly important as a variable in the international market planning because many companies are moving from strong competitive position in the domestic market to foreign market in which they have minor position. Control: All marketing plans require coordination and control. Continuous monitoring and control can increase the success of company’s performance in the global market. Domestic and global and marketing must differ • People on every country differ • Habits and purchasing power differ • Psychographic characteristics are influenced by culture • Demographic characteristics vary by nations Reading & Research topics: STRATEGIC MARKETING CUSTOMER FOCUSED ORGANIZATIONS INTERNATIONAL & GLOBAL RETALING What is needed? Introduction Literature review Research question and methodology – why selected, how it will answer the question as asked, what access to people/organisations is required Foreseen limitations Research schedule/Timeline Bibliography Suggested readings. Lee, K., & Carter, S., (2006) “Global marketing management” Cateora, P.R., & Graham, J. L., (2005) “International marketing” Dufry International 2013 financial report Johansson, J.K., (2003) “Global marketing, Foreign Entry, Local Marketing, and Global Management”. Fourth edition, published by McGraw Hill C. Samuel Craig and Susan P. Douglas (1996) "Developing Strategy for Global Markets: An Evolutionary Perspective" Columbia Journal of World Business

I require a dissertation proposal drafting based around Global marketing strategies within the travel retail industry. The student is employed by Dufry International a leading travel retailer. Airport Tax & Duty free sales, in over 45 countries worldwide.
The proposal must center a research question around how Global Marketing startegies are challenged and over come challenges in local markets, local cultures and differening passenger demographics.
A Global approach to local thinking.

The author is employed by Dufry AG. Dufry is one of the world’s leading global travel retailers, serving travellers in 45 countries with over 1200 shops. The duty free and duty paid shops are located within 157 airports, but also in travel retail channels such as seaports, on-board cruise liners. The Company has its global head office in Basel, Switzerland.

My aim is to explore how a global organization like Dufry AG leverages marketing competencies given the critical success factor of alignment and local execution.

I will be using business intelligence gathering techniques used with in the retail industry (POS purchase statistics, basket mix comparisons, brand trends, purchase behaviors of consumers) to identify key indicators and findings to aid the Marketing strategies.

I want to Analyse and compare the findings of consumer surveys conducted on behalf of Dufry to obtain an insight into the mindset, concerns and behavior of travelers. The surveys consist of 400 men and women aged between 18 and 59 in several airport environments. These surveys use both qualitative and quantitative methodologies to describe their experience shopping when travelling specifically within Airports.

Research the use of technology and how it now affects retailers & marketing – Example: FlightView, the company behind mobile apps that track real-time flight information, polled 2,600 travelers on what they want on-the-go while shopping.

Comparing sales and growth performance of the company against these findings my objective is to highlight the marketing strategies used and provide areas where opportunities can be identified.

While planning to enter global marketing, following factors are to be considered:

Capacity: every company which wants to enter into a global market should consider whether it has the market potentiality. They must recheck, whether they are established enough to enter global marketing.

Marketing mix: A detailed examination of the components of the marketing mix and selecting target markets is essential. It also means adjusting to cultural constraints imposed by uncontrollable elements of the environment
Developing specific programme: An analysis has to be made with regard to company’s strengths and weakness and other constraints and specific action programme has to be developed which includes expected profit, sales target and budget.

Competition: competitive moves are particularly important as a variable in the international market planning because many companies are moving from strong competitive position in the domestic market to foreign market in which they have minor position.

Control: All marketing plans require coordination and control. Continuous monitoring and control can increase the success of company’s performance in the global market.

Domestic and global and marketing must differ
• People on every country differ
• Habits and purchasing power differ
• Psychographic characteristics are influenced by culture
• Demographic characteristics vary by nations

Reading & Research topics:

STRATEGIC MARKETING
CUSTOMER FOCUSED ORGANIZATIONS
INTERNATIONAL & GLOBAL RETALING

What is needed?
Introduction

Literature review

Research question and methodology – why selected, how it will answer the question as asked, what access to people/organisations is required

Foreseen limitations

Research schedule/Timeline

Bibliography

Suggested readings.

Lee, K., & Carter, S., (2006) “Global marketing management”

Cateora, P.R., & Graham, J. L., (2005) “International marketing”

Dufry International 2013 financial report

Johansson, J.K., (2003) “Global marketing, Foreign Entry, Local Marketing, and Global Management”. Fourth edition, published by McGraw Hill

C. Samuel Craig and Susan P. Douglas (1996) "Developing Strategy for Global Markets: An Evolutionary Perspective" Columbia Journal of World Business

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