International Marketing Plan to Sell Yankee Candles (Essay Sample)
This paper is based on an american company: Yankee Candles that intends to enter THE european market. It entails internal and external environments analysis to determine whether the organization should expand internationally . It uses various tools, including pestle analysis, Porter's 5 forces, and swot analysis to predict possible PERFORMANCE in europe. It also presents a projection of the brand's financial outcomes in the targeted market over the past year. The essay concludes that it is a good idea for Yankee Candles to enter the european market.
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International Marketing Plan to Sell Yankee Candles
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International Marketing Plan to Sell Yankee Candles
1 Situational Analysis
Yankee Candles is a US producer and seller of scented candles. It also sells candleholders, dinnerware, and accessories. The products are sold in various retail stores in various parts of the country. It also sells online to local and international customers. Currently, the company primarily relies on the US market (Wilson, 2005). The brand's primary benefits include aromatherapy, non-toxic air consumption, and long burning periods.
2 Market Analysis
Entering the European market is often a consideration for many US organizations intending to expand internationally. However, Yankee Candles need to consider the environment on the continent to formulate the most appropriate strategy of entry and operations.
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