Global marketing management Essay Example | Topics and Well Written Essays - 3000 words

Global marketing management - Essay Example The researcher states that in the era of globalization, a company with a good financial and non-financial base will certainly think about the expansion of the company overseas. If they can expand their customer base, it would be more profitable for them, when the long run of the business is concerned. The companies have to design efficient strategies to ensure that their new venture in overseas country is generate a good return for them in a long-term basis. Hilton food group Plc is in the retail meat packing business in Europe. They are the supplier of the major food retailers of Europe who have global presence. The group has presence in the United Kingdom, Ireland, Netherlands, Central Europe, Sweden and Denmark. The group wants to expand its business in more countries and subsequently wants to broaden their customer base. Internationalization mainly occurs when a firm decides to expand its R&D, selling production and other related business activities in the international markets. A company expands the operation globally if the management feel it is viable for them financially or non-financially. If the management finds opportunity in a country then they opt for expanding its business there. At first, they identify the customer needs in the new country. If the company has the ability to meet the customer needs then they take the decision to expand their operations in that country. If they identify that, the labour cost is less in the new country is lower than the country where they are currently operating then they would like to expand their business in the country. ... If they identify that, the labour cost is less in the new country is lower than the country where they are currently operating then they would like to expand their business in the country (Tan and Mahoney, 2002, pp.20-24). When a company is trying to moving towards to some lower development country, then there is the chance to expand the product life cycle. The company will also get the chance to expand the customer base and as a result, the economies of scale of the company will improve. The vision of Hilton food group plc is continuing their global expansion as it is their strategic goal. They have done the expansion in the recent years also. In the year 2010, they have expanded their operations in Estonia (Hilton Group Food Plc, 2010, p.5). The company has subsidiaries in Ireland, Holland (Financial Analysis Made Easy-1, 2012). The idea of international expansion is as per the vision of the company. Their purpose of going global is increasing the customer base of the company so th at they can gain the economies of scale. Market Opportunities For analyzing their market opportunities, the researcher has to go through their products, which they offer. They are the suppliers of packaged foods to the retailers of Europe. The clients of Hilton food group includes Tesco Plc, Albert Hejin, Ahold etc (Hilton Food Group Plc, 2012), who are among the top players of the retail sector. They are specialist in non-vegetarian foods like meat products, fish products including the provisions of freezer (Financial Analysis Made Easy-2, 2012). They have no branded product, which means that they manufacture the products when they have not any recognition to the retail customers. It is concluded by the researcher that the clients of the