1.0 Executive Summary

Saturation of Walkers Snack Foods home market in the UK has encouraged the company's Executive Directors to examine the option of launching internationally. After analysing the internal and external environment, the decision was taken to launch the Walkers' brand into East China. China was identified as a significant growth market for foreign branded snack foods. Walkers has put in place a plan to enter the market through Foreign Direct Investment with the establishment of a wholly owned subsidiary. In order to coordinate Walkers' operations in China, a series of marketing objectives have been established. These objectives will be achieved through the implementation of a tactical Marketing Mix, which has been adapted for local market conditions. Implementation of set marketing objectives will be monitored by control mechanisms, with adjustments initiated where necessary. Walkers' investment into the Chinese market provides good short-term......

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Title: International Marketing
Approximate Word Count: 8376
Approximate Pages: 34 (250 words per double-spaced page)

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