Supervisor
Tracy Gallagher
Programme
MA in International Business
Keywords
Global Marketing, Country of Origin, Integrated Marketing Strategy.
Abstract
This research examines global marketing challenges faced by Bord Bia, an Irish agency in the food, drink, and horticulture sector, as it seeks to increase market share in the European Union (EU). The study combines primary and secondary research, utilising a case study approach to analyse Bord Bia’s branding, marketing strategies, and digital transformation efforts. Key areas of focus include leveraging sustainable production as a unique selling point, enhancing the Country of Origin (COO) effect, and addressing cultural diversity in marketing activities. Findings highlight the value of a blended marketing strategy, integrating traditional and digital methods, and recommend adopting AI-driven analytics to support business expansion. This research provides actionable insights for Bord Bia and similar organisations navigating competitive foreign markets.
Date of Award
2024
Full Publication Date
2024
Access Rights
open access
Document Type
Thesis
Resource Type
thesis
Recommended Citation
Khabibullina, Guzel, "Bord Bia: Global marketing challenges" (2024). Business ETD Collections. 43.
https://arc.cct.ie/business/43