International Marketing Essay Example | Topics and Well Written Essays - 1000 words - 8

International Marketing - Essay Example In this research paper the author examines the marketing company of Smirnoff Ice in the concept of Alcopop, the term used in describing flavoured alcoholic beverages. Because of the fruit flavour added to alcoholic drinks, alcopops became more appealing to teenage and underage drinkers (Marine Institute, 2009). A good example of alcopop produced in UK is the Smirnoff Ice. Because of improvements in technology, Smirnoff is able to introduce the first malt beverage that contains pure spring water and a malt-based alcohol (redOrbit, 2007). The use of new alcohol beverage technology enabled the company to offer light and crisp alcoholic drink with refreshing taste. Since Smirnoff cannot sell alcopops to individuals below the age of 18 years old, the company should focused on marketing the product to men and women 18 years old and above. In line with this, the company should tie up with existing clubs, pubs, and large-scale supermarkets who could sell Smirnoff products in domestic market. Expanding Smirnoff products in international market is good since it can open a lot of business opportunities for the company. As part of expanding the business in Germany, Smirnoff should design a core marketing strategy which includes defining the market segmentation and analysing the 4Ps in marketing mix. Once the market analysis has been conducted, the company should start identifying potential market distribution network for Smirnoff products. Germany is one of the most populated countries around the world.