Health food new market entry

Level: Undergraduate | Grade: 2:1 | Approx. Word Count: 1,700

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Overview

The aim of the current essay is to analyse and assess the key elements of strategy required for the purpose of entry into a new national market segment by an international corporation. For this purpose, the food product retailing segment of Weight Watchers International has been used as a case study.

The mode of entry selected for a new national environment for any corporation is reliant on the successful conclusion of a number of key and strategic questions and planning processes and, more importantly, the adoption of an appropriate and robust marketing strategy to aid growth of market share (Leahy and Grete 2003).