International marketing strategy - Meccano

Level: Undergraduate | Grade: 2.2 | Approx. Word Count: 1,250

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Overview

While built upon similar theoretical constructs to any marketing strategy there are inherent differences of approach required when marketing in the international environment. This essay examines these challenges as they have impacted on the development of the Meccano toy brand.

There are numerous brands that have failed or come close to failure due to flaws in the international marketing strategies that have been used to promote and support the brand, and this is particularly the case in the retailing sector (Doole and Lowe 2009). Meccano toys, once a traditional UK corporation, is one brand that has experienced difficulties with its international marketing strategies over the years (Litchfield 2010).