Assignment Chapter 9
Please identify about rendang goes to europe based on Wall and Rees (2004). You can find out other sources to make your analysis more comprehensive.
in Chapter 9, Wall and Rees (2004) separate out marketing activities as follows:
1. Market analysis with at least three elements: environment analysis : this involves making an inventory of the risks and opportunities in the company’s environment; buyer behaviour : the company needs to establish the profile of its (potential) customers and to know how and why they buy; market research : this is the way information concerning the company’s customers and environment is collected.
2. Marketing strategy. Once a market has been scanned using the above tools, the company has to develop a strategy to give a meaning and direction to its marketing activities. Th e following strategies are often used: market segmentation : taking a group of (potential) customers who share certain characteristics (such as age or income range or occupational profile); marketing mix : comprising, apart from the product itself, price, promotional activities and place.
# Identify based on market analysis and marketing strategy
# So, rendang goes to europe is part of global marketing or intercultural marketing?