소개글
MBA과정시 Assignment로 제출한 것입니다.
목차
1.Introduction
2.Current Situation of European Union
2.1 The European business environment
2.2 Enlargement of the European Union
2.3 Economic Structures and Macro-economic
Performance
2.4 Economic Advantages of Enlargement
3. Export Plan
3.1 Situation/Background Analysis
3.2 Marketing Strategy
3.2.1 Market entry Strategy
3.2.2 Market development Strategy
3.2.3 Market Segmentation
3.2.4 Cluster approach
3.2.5 Pricing decision, distribution and sales
in Europe
4.Conclusion
본문내용
1.Introduction
At a summit in Copenhagen in December 2002, leaders from the 15 EU member states agreed on the accession of 10 countries: Cyprus, the Czech Republic, Estonia, Hungary, Latvia, Lithuania, Malta, Poland, Slovakia, and Slovenia.
EU market will be a single include central Europe but it will become more complex market. As large as it will be, and as wealthy, the EU market only begins to make sense to marketers as a single and unified concept if we can assume that sufficient numbers of Euro Consumers will be reasonably homogeneous in their purchasing behaviour. It is almost impossible to make a blanket statement about this behaviour, as so much will depend on the product and market segment. But what we can say is that, like every other group in the world, Euro Consumers are likely to become more similar in their needs for products and services. The blending of tastes, lifestyles, and purchasing behaviour will inevitably accelerate, especially if we consider trends in electronic media and information technology.
참고 자료
Ali M. El-Agraa, The European Union, Prentice hall Europe, 1998.
Evan Davis et al., 1992: Myths and Realities, London Centre for Business Strategy, London Business School, 1989.
Jurgen Reichel, How can Marketing be Successfully standardised for the European Market?, European Journal of Marketing 23.
McLauchlin, James E, Communicating to a diverse Europe, Business Horizons, Jan/Feb93, Vol. 36 Issue 1
Neil Harris, European Business, Macmillan Press Ltd, 1999.
Robert Crane, European Business Culture, Financial Times, 2000.
Sandra Vandermerwe and Marc-Andre L’Huillier, Euro-Consumers in1992, Business Horizons/ January-February 1989.
www.bbc.com
www.economist.com
www.export.gov