International Marketing of The Luton Development Agency

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Recommended: Factors contributed to international marketing

International Marketing of The Luton Development Agency

The object of this report is to relate theories and principles of

international marketing to the specific characteristics of the Luton

business environment. Using the example of the Luton Development

agency, relevant theories and issues can be applied in a realistic

context. In order to do this a detailed analysis of the Luton business

environment is required using a PEST (political, economic, social and

technological forces) analysis among other techniques to identify and

evaluate the environmental forces that may affect a business.

Once these forces have been identified and analysed it will then be

possible to determine what opportunities exist and any factors that

may prove to be obstacles for the business in question. The prospects

of Luton as an investment location can then be considered and

evaluated.

There are many factors and variables that determine the ability of a

company to operate internationally by shaping the market and climate

in which it operates. Organisations wishing to operate internationally

must therefore carry out a detailed scan of the business environment,

they will then be able to identify the nature of its markets,

competition and resources available to it. In Luton the environment

may be scanned most effectively with a PEST analysis to identify key

threats and opportunities.

The political environment in Luton and the United Kingdom as a whole

will have an enormous effect on any operations of The Luton

Development Agency and any foreign firms who wish to operate within

Luton. When considering the political ideology of the UK, it is

appare...

... middle of paper ...

...cation for an international

business to operate. On completion of a STEP analysis it is clear that

the UK is at the forefront of society anywhere in the world. Luton in

particular is suitable because it is in the most affluent region of

the UK with international transport and communication links. There may

also be an opportunity to open new niche markets because of the high

levels of disposable income.

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1 Robert Wesson, Modern Government-Democracy and Authoritarianism, 2nd

ed. (Englewood Cliffs, N.J.: Prentice-Hall, 1985), pp. 41-42.

2 Czinkota et. Al.

3 Albert J. Radler, “Taxation Policy in Multinational Companies,” in

The Multinational Enterprise in transition, A. Kapoor and Philip D.

Grub, eds. (Princeton: Darwin Press, 1972), p.30.

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