International Business Assignment

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Cardiff Metropolitan University International Marketing Management Individual Assignment Lecturer: Mr. Paul Reynolds Tutor: Dr. Syed Kadir Student: Norida Hamzah ID: 0004VMVM0112 IMM: Norida Page 1 ASSIGNMENT QUESTION a) Outline and discuss the main factors a marketing firm would have to take into account when planning international pricing decisions. b) Discuss the causes of and solution for parallel imports and their effect and price. IMM: Norida Page 2 PART (A) Discuss that international pricing is a fundamental and intrinsic part of any international marketing syllabus and so students should be well prepared to answer a questions in this area. The factors influencing the international pricing decision of firms are often legion and it is not expected that students will address very possibility. The question asks for the main factors to be listed and discussed. Q1. Cover the pricing objectives of the firm which are of course related to the marketing objective of the company. The company first decides where it wants to position its market offering. The clearer a firm’s objectives, the easier it is to set the price. For instance, IKEA is using market penetration pricing to get a lock on China’s surging market for home furnishings. When the Swedish home furnishings giant opened its first store in Beijing 2002, shoppers would come in mainly to take advantage of air-conditioning and the decorating ideas on display. Outside the store, shops were selling copies of IKEA’s furniture designs at a fraction of IKEA’s prices. The only way frugal customers was to drastically slash its Chinese stores with Chinese-made products, IKEA has been able to slash the prices as low as 70 percent below its own prices outside China. The move has worked. Customers are taking their low-priced goods to the check-out counters in droves, and

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