Marketing international : le cas de Golf Groups Direct

This report proposes an understanding of the issues tied to the international marketing. From this understanding, it is analyzed the case of golf groups direct, an online golf tour operator company. This firm, originally working in the UK market, wants to introduce the German market. Thus, it is firstly provided a deep research of the cultural differences between UK and Germany towards this special product. And then, more information about the German customers' characteristics are carried out. Through these two sections emerge some crucial differences which have to be taken into account by golf groups direct for a successful internationalization. In this sense, in the recommendation, it is bring out the marketing mix adjustment. Also, the important point of the mode of entry is questioned. It will be seen, according to the golf groups direct specificity, that the best entry mode is the export.
I introduce myself, I am Jonathan B., marketing Manager of golf groups direct, a UK online golf tour operator. I am to provide the Managing Director, Nathalie Ormrod a business analysis highlighting the issues involved in entering foreign markets. Our company is actually one of the sponsors of the English football team competing for the World Cup this summer. Our organisation is hoping to benefit from associated advertising and publicity when it enters the German market.
Nowadays, with the formation of the Europe Union, the marketing international is making easier. In this way, even the little company can now work internationally. It is clear that internationalization have lot of points which make this development mode attractive. However, it requires certain points and has to be strongly thought before engaging. Then, through the case study of golf groups direct (online golf tour operator) it will be shown the different point to take into account and how to proceed.
Thus, in the first part, it will be displayed the different issues to be considered when entering international markets. In the second part, the cultural differences between the UK and Germany towards the specific product. In the third part, the German customers' characteristic will be analysed. Then, in the recommendation part, the suitable mode of entry and the adjustment to proceed towards the marketing mix will be carried out.