Question

An Ethiopian company decides to launch some of its fashion accessories into the European market. Its marketing director is about to begin the process of creating a marketing plan for this new initiative. Which of the following is the first step the director should take before beginning to plan the marketing mix details?

A. First the director must define the company's target markets and understand which of its products fit with each market's businesses and consumers.
B. First the director needs to research, develop, and create various products to launch into the international market.
C. First the director must decide which promotional tactics to use in particular markets to launch products to consumers and businesses.

Answer 1

A. First the director must define the company's target markets and understand which of its products fit with each market's businesses and consumers.

Step-by-step explanation:

After taking the decision of entering the European Market, the Ethiopian company marketing director should first determine which of the company's products could be commercialized in Europe, and after, the marketing director should narrow the market even more: determining the target customer demographics of the European Market, for example: old people, young people, women, men, college-educated people, non-college educated people, northern Europeans, Southern Europeans, etc.