Marketing plan Essay Example | Topics and Well Written Essays - 2000 words - 2

Marketing plan - Essay Example The company background is provided describing how it has emerged to being a multinational company and its consideration in expanding into New Zealand markets. The New Zealand market situational analysis is provided describing the various industry aspects and the country in general. The significance of the situational analysis is to determine the viability of the market if it is worth to invest in it. This marketing plan also comprises of the company analysis which examines the various aspects of the company mainly the internal environment and determines the capability of the company to enter the underlying market, this entails the SWOT analysis. The provided market and company analysis provides the basis on how the company will carry out its marketing activities focusing on the set marketing objectives. ... INTRODUCTION C. and J. Clark International Ltd is an international shoe manufacturing company which engages mainly in the manufacturing and distribution of footwear for all the gender. The key major product is the production of shoes in which it has expanded into the various markets globally. C. and J. Clark International Ltd Company is one of the notable rapidly expanding multinational private companies in UK. The company has about 1000 stores located in more than 160 countries globally. Since its advent in 1825 the company has expanded its operations globally to becoming on of the company with a recognized global shoe brand. The company has expanded its operations mainly in Europe, Far East and United States (Coade, p. 25). The Past From its inception as a wool stapling and tanning business, the company has expanded to being a multinational company. After becoming a full partner business it has continued to introduce various lines of shoes and acquiring other related business and c ompanies as it continue to expand. In the past the company marketing strategy has been launching various types of shoes, notably is in 1965 when the company launched its first Clark Wallabee model (Doole, p. 26). By 1978 the company having acquired several shoe manufacturing companies in UK went internationally acquiring Hanover Shoe manufacturing company and retail business in United States. Other countries in which the company has entered are across Europe and Far East. With all these developments the company greatly considered restructuring and transforming itself (Westwood, p. 36). The company achieved this in the past by focusing on introducing