Global Marketing-Strategy and Practice 1 Assignment

Global Marketing-Strategy and Practice 1 - Assignment Example chilis Grill and Bar offers its customers with exotic Mexican and Texan food through a chain of eating place outlets all over America. The business development strategies consider exploring the UK merchandises in future. While the restaurant chain has been happy in establishing a strong market presence in the States, the UK market presents untried disputes in the corpse of food culture and consumer habits. The report analyzes the market strategies of the retailer and recommends fresh strategic moves that can help Chilis explore the UK markets with specific focus on the city of London.Organizations constantly sample new market opportunities for pursuing its growth objectives. However, international marketing strategies face the primary challenge of entering new markets and this challenge involves the vital decision of where, how, and when to enter. Decisions related to global marketing strategies are often complex c onsidering the wide vagabond of social, economic, political, and technology based factors that impact market viability and approach. Doole and Lowe (2008) in their works on international marketing schema observed that globalization for firms should be the route to maximizing performance by introducing, where possible, standardized marketing programmes and processes, only if at the same time, adapting certain operational activities to local needs in order to maximize little term revenue generation (p187). The vital strategic consideration while entering a new market is deciding on how and where to adapt as per the needs of the local market segments.London presents a lucrative market for those in the food business owing to its demand for fast food and restaurant services (Horizon News, 2011). London is a vital business destination attracting large numbers of tourists every day. harmonize to recent reports by PWC (2013) the UK bars and restaurants business is worth over 40 billion since consumers constantly seek new tastes