International Marketing Management

2002 Words9 Pages
Marketing is one of the significant aspects, which is considered by every organisation for global expansion. It is important for the business to manage its marketing structure to promote the products to the new market. Moreover, the concept of marketing is vital as it is based on the targeted market and the type of the product to be promoted. In this regard, it is stated that, one of the marketing agencies has been requested by a global chocolate manufacturer to work with them for the launch of a chocolate bar. The chocolate manufactured by the company is dark in nature and is of good quality with 150gm of weight. The objective of the company is to launch the chocolate in South America for a prosperous venture. The target market for the dark chocolate is the ageing population over the age of 65 years. The aim of the company is to launch the chocolate bar in South America targeting at the over 65’s market (Cant & et. al., 2009).
The aim of the paper is to market the chocolate in the global market focusing on the ageing population of over 65 years.

2. Changing Global Market for the over 65’s Market

The global market is showing changing trend in the market due to the demographic factors, specially the ageing population. It is observed that the trend of market is focusing more on the people above the age group of 65 years. This is a long term change and a lasting trend which is taking place in both the developed as well as developing countries. This change is observed in several countries which include the United Kingdom, the United States of America and others with increasing aging population. It is evidential that in the past few years the life expectancy rate has increased to a considerable extent as compared to the 1970’s by 5...

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