BA (Hons) Business Management
Module Code & Title: MG628 International Marketing
Management
Report Title
‘International Marketing Report: Expansion of Central Furniture
Manufacturing (CFM) Ltd into the Business Market of Germany’
Student Name:
Student ID:
Module Leader:
Date of Submission:
1|Page
,Contents
Introduction......................................................................................................................................3
Company Overview (CFM Ltd.)......................................................................................................4
Scenario Overview...........................................................................................................................5
Task One: Market Strategy..............................................................................................................6
Market Entry................................................................................................................................7
Economic Stability.......................................................................................................................8
Market Size and Growth..............................................................................................................9
Task Two.......................................................................................................................................10
Analysis of Trends.....................................................................................................................11
Recommendation.......................................................................................................................12
Task Three.....................................................................................................................................13
Quantitative Data.......................................................................................................................14
Task Four.......................................................................................................................................15
Conclusion.....................................................................................................................................16
Recommendations..........................................................................................................................17
References......................................................................................................................................18
2|Page
, Introduction
In this report, the researcher is going to play the role of an International Marketing Consultant
for the UK based furniture organisation CFM Ltd refers to as a leading furniture brand based in
the UK. CFM is facing high competition in the UK so to get competitive advantage and foster
business growth the organisation is planning to expand the business in the European markets.
The aim of the report is to find two possible European markets for growth so that market entry of
CFM can be ensured into the European market and expansion of the organisational business can
be ensured. The researcher will take a closer look at four candidates: Belgium, Germany, France
and The Netherlands. The researcher will determine which of these markets is best suited for the
growth of CFM Ltd. The findings of the report will enable CFM to make a data-based
recommendation as to which markets Germany and The Netherlands are the most attractive for
their products.
3|Page
Module Code & Title: MG628 International Marketing
Management
Report Title
‘International Marketing Report: Expansion of Central Furniture
Manufacturing (CFM) Ltd into the Business Market of Germany’
Student Name:
Student ID:
Module Leader:
Date of Submission:
1|Page
,Contents
Introduction......................................................................................................................................3
Company Overview (CFM Ltd.)......................................................................................................4
Scenario Overview...........................................................................................................................5
Task One: Market Strategy..............................................................................................................6
Market Entry................................................................................................................................7
Economic Stability.......................................................................................................................8
Market Size and Growth..............................................................................................................9
Task Two.......................................................................................................................................10
Analysis of Trends.....................................................................................................................11
Recommendation.......................................................................................................................12
Task Three.....................................................................................................................................13
Quantitative Data.......................................................................................................................14
Task Four.......................................................................................................................................15
Conclusion.....................................................................................................................................16
Recommendations..........................................................................................................................17
References......................................................................................................................................18
2|Page
, Introduction
In this report, the researcher is going to play the role of an International Marketing Consultant
for the UK based furniture organisation CFM Ltd refers to as a leading furniture brand based in
the UK. CFM is facing high competition in the UK so to get competitive advantage and foster
business growth the organisation is planning to expand the business in the European markets.
The aim of the report is to find two possible European markets for growth so that market entry of
CFM can be ensured into the European market and expansion of the organisational business can
be ensured. The researcher will take a closer look at four candidates: Belgium, Germany, France
and The Netherlands. The researcher will determine which of these markets is best suited for the
growth of CFM Ltd. The findings of the report will enable CFM to make a data-based
recommendation as to which markets Germany and The Netherlands are the most attractive for
their products.
3|Page
