Italy is a complex market, different in many ways from the ordered calm of Northern Europe. With a rapidly developing distribution infrastructure – particularly at the retail level – the market for paints is changing quickly. Examines the threats and opportunities this presents as they apply...

Based on a large UK paint manufacturer′s experiences in the late 1980s, presents a proposal for market entry into Germany. Gives reasons why entry into this market is a challenging proposition. Local requirements make a market research‐based adaptation of the marketing mix elements ecessary....

Addresses the question of how the Marketing Mix framework can be used to analyse the competitive standing of a business organization and how the outcome of this analysis can then be translated into practical tactics which capitalize on the organization′s strengths. The MIXMAP model developed...

Focuses on Dancall A/S, a Danish telecommunications equipment manufacturer, which was acquired by Amstrad UK in September 1993 for £6.4 million. As an independent subsidiary of Amstrad UK, Dancall is in a position to develop its marketing strategy to a mass UK market. Suggests that heuristic...

Underlines that the development of a new European market for a UK company has to be strategically planned. Examines the introduction to the Dutch market of a particular northern UK beer product, suggesting that the use of strategic tools and a traditional marketing plan is essential while the...