Benjamin Buchwald

Internationalisation of the Hess AG: A suitable strategy for German sophisticated outdoor lighting concepts going global Benjamin Buchwald

Project Report from the year 2011 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,0, Anglia Ruskin University (Ashcroft International Business School, Cambridge), course: International Marketing Strategies, language: English, comment: Aufgabe: "You are to introduce a B2B brand sold in one named country into another named country in which it is currently not available. Produce the analysis for market entry and an international marketing plan that will achieve the objectives that you define." Nach einer fundierten und ausgedehnten Länderanalyse konzentriert sich die Arbeit auf den Markteintritt in Australien, inklusive ausgearbeiteter Marktsegmentierung und Konzeption des Marketing Plans. , abstract: The Hess AG (further called Hess) is a medium-sized company, located in Villingen-Schwenningen, Germany. It was founded in 1948 with only eight employees by Willi Hess as a small metal foundry. Throughout the years the company has grown continuously and began producing street lighting in the seventies. In cooperation with architects and industrial designers the company oriented toward creation and production of sophisticated lighting concepts and developed to one of the world's leading manufacturers of decorative and architectural street and outdoor lighting. Hess makes his mark with outperforming technological and sustainable products and reference projects like the lighting concept of the Olympia Park in Beijing (Hess AG, 2010a). Following Hess' growth and expansion strategy (Hess, 2010) this paper is going to analyse the Hess company internationalising into another country market. Possible markets will be detected and evaluated. Moreover, an appropriate entry method and a marketing strategy to penetrate the chosen market will be developed. ... (part of conclusion): To meet drivers of internationalisation such as economies of scale, managerial urge and high demand of innovative and sustainable lig