International Marketing Management. The example of the Lemonaid Beverages GmbH

Seminar paper from the year 2021 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,0, University of Applied Sciences Köln RFH, language: English, abstract: The goal of this thesis is to find out if Lemonaid should take the opportunity to expand internationally and which market could be entered. Furthermore, it will be established how to approach and position Lemonaid in the market and deciding which market entry mode should be used to promises the best possible success. This leads to the central question of this paper: How could a best practice strategy for an international market entry of Lemonaid Beverages GmbH look like? To answer this question, firstly the current situation of Lemonaid is assessed in terms of company resources and size as well as preparedness for internationalisation by using the Nine-Strategic Window framework. A potential market will be selected after it. In the third chapter, the market environment, the competition in the market and Lemonaid's competitive advantages in the market are analysed. For this purpose, Porter's Diamond, Porter's five forces and the competitive Triangle are used. After the assessment and the result of the analysis, the 4 P's (Product, Price, Place, Promotion) are determined based on a comprehensive SWOT analysis. Finally, the market entry mode is derived in chapter 5 in respective of all the information, analyses and data obtained. In recent years, consumer behaviour in terms of sustainability, environmental awareness and social responsibility has changed significantly. Consumers become gradually more aware of the consequences of their purchasing behaviour and pay more attention to environmental, political and social responsibility. It is assumed that this trend will continue even more in the future. Based on this development, it is expected that consumers demand for sustainable products and especially for products from companies in compliance with these mentioned values will increase strongly. One company whose strategy and vision are based on the sale of sustainable, eco-friendly and fair-trade soft drinks is the Lemonaid Beverages GmbH located in Germany. The enterprise achieved strong growth rates in sales in the last years and distributes already in some countries outside of Germany. The continuing increase in demand of sustainable products offers Lemonaid Beverages GmbH opportunities to enhance their success by expanding into new markets.