Situation analysis and drafting of international marketing plan for the expansion of interno doors by alumil to international markets.

Abstract

INTERNO DOORS by ALUMIL, a business unit of ALUMIL GROUP, specializing in the design and production of interior and entrance doors, suffered a major colapse in its sales and production volumes, as a result of the global financial crisis of 2008 and the dependency of the unit, solely, on the domestic market of Greece. The company decided in the late 2010 to expand its operations in the international arena, as this decision constituted the only viable option for the return to growth. The Group’s management was inspired by a new vision and strategy about how to transform the unit to a luxury door manufacturer that could target the high-end market segments and set the foundation for sustainable profitability and development. Following this vision, the unit formed a new marketing strategy that was considered suitable for the realization of the above mission. The objectives of this thesis are, first, to evaluate the present status of the unit by conducting a situational analysis and, consequently, to provide an international marketing planning guide that may be implemented for the current global presence and further expansion of the unit to foreign markets. In addition, a cross-examination of the unit’s marketing and entry strategy with the imperatives of international marketing will be attempted, aiming to reveal all necessary actions that should be implemented from now on.