| Issue |
SHS Web Conf.
Volume 135, 2022
International Conference on Entrepreneurial Competencies in a Changing World (ECCW 2021)
|
|
|---|---|---|
| Article Number | 01014 | |
| Number of page(s) | 12 | |
| Section | Stabilization and Development of SMEs in Rural Areas | |
| DOI | https://doi.org/10.1051/shsconf/202213501014 | |
| Published online | 10 February 2022 | |
Adaption of Marketing Mix for Selected Country
Institute of Technology and Business, Faculty of Corporate Strategy, Okružní 517/10, České Budějovice, Czech Republic
* Corresponding author: 16477@mail.vstecb.cz
Using the SWOT analysis, it was found that Kofola Plc. is in a sufficiently strong position to enter the foreign market, specifically the Austrian market, and the competition in the Austrian market was further analysed. It showed that there are three major competitors in the market. Using the PEST analysis, information concerning the exchange of goods and exports, or the financial situation of Austrian citizens was found. The company’s marketing mix on the Czech market and its subsequent adaptation to the Austrian market were described. The greatest need for adaptation was identified in the marketing communication and also in the product itself, specifically packaging, which will require a language mutation in the composition. Also, some change in appearance to match the marketing communication will be needed. The marketing communication will focus mainly on the unique taste of Kofola, which could be an attraction for potential customers, mainly because Austrians already like the herbal drink made by Almdudler, which is also one of the company’s competitors, together with Coca Cola Austria and PepciCo.
Key words: adaption of marketing mix / marketing mix / international marketing / marketing strategy / analysis / marketing
© The Authors, published by EDP Sciences, 2022
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