MARKETING IN ITALY
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Companies enter international markets because they believe that those markets offer attractive opportunities for a specific product or service. However, before companies make the decision to commit significant resources--including money and time--to entering a market, they must take several different considerations into account. Some products, for example, are not appropriate to certain countries for cultural reasons while other products may fail due to economic conditions. Selling pork in Islamic countries would likely fail, for example, because of the Islamic prohibition against pork products; this is an example of a cultural issue preventing success. Similarly, selling luxury cars such as Mercedes-Benz in a developing country would also have a low possibility for success due to economic conditions. Once a company has determined that a particular nation offers an attractive market opportunity from a cultural and economic standpoint, it must still determine how to enter the country--whether to enter using distributors, develop its own distribution network, use a joint venture, or develop some other arrangement that will result in the best possibility for success. This research considers three products being considered for export to Italy, the selection criteria associated with these products, and the best way for the selected product to be introduced.There are three products under consideration for export to I
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are of the way in which their diet affects their nursing infants. From this point of view, a product such as LactAbond, which enhances the quality of breast milk, could well be popular among pregnant and nursing women (Millar 11).
The issue of adding any type of supplement to the diet of nursing mothers causes some concern among many healthcare professionals as well as mothers. In the United States, where supplements are not regulated in the same way that other drugs are, supplements can be eagerly embraced by some in the market while their efficacy and safety can be questioned by others. The lack of standardization associated with dietary supplements makes this a possibly problematic product line since considerable consumer education will need to be introduced to assure mothers that the supplement is safe for themselves as well as for their nursing children (Kaminis n.p.).
Disposable diapers have long enjoyed a strong market presence in Italy. In 2001, Kimberly-Clark, a leading American manufacturer of diapers, acquired Linostar, the second-largest Italian manufacturer of diapers sold under the brand name Lines. Kimberly-Clark entered the Italian market in June 2000 with the same brands that it uses elsewhere in the world,
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Some common words found in the essay are:
SlipOns PainAway, Europe Millar, INTRODUCTION Companies, Swimmers Acquire, LactAbond Italians, MARKET ENTRY, Italy Economy, Culturally LactAbond, ANALYSIS Breast-feeding, CONCLUSION Entering, italian market, disposable diapers, birth rate, entering market, training pants, nursing mothers, enter italian market, italy aging, diapers require, arthritis pain, pull-ups training, pull-ups training pants, due economic conditions,
Approximate Word count = 1785
Approximate Pages = 7 (250 words per page)
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