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INTERNATIONAL MARKETING STRATEGY: ANALYSIS, DEVELOPMENT AND IMPLEMENTATION

The relative distribution of market value across the sectors is shown in Figure 3. Six of the 23 products and services ‐ Alternative Fuels (17.3%), Building Technologies (12.1%), Alternative Fuels for Vehicles (11.8%), Wind (10.7%), Geothermal (8.7%) and Waste Water Treatment (7.4%) ‐ together account for 60% of total market value. Other activities, while currently relatively low in market value, have within them the potential for new technologies to be developed and brought to market in full‐scale commercialisation. Activities in this sector include Wave and Tidal Power and Additional Energy sources such as hydrogen fuel cells. Of the 2490 individual products and services analysed in this report, 11 were worth over £1 billion, 100 were worth more than £200 million and 260 worth over £100 million. . | ILftjftefliJo ote ancj Robin Lowe International Marketing Strategy Analysis development and implementation 5th Edition www.cengage.co.uk doole5 Licensed to iChapters User 4 SOUTH-WESTERN CENGAGE Learning International Marketing strategy 5th Edition Isobel Doole and Robin Lowe Publishing Director John Yates Publisher Jennifer Pegg Development Editor Lucy Mills Production Editor Leonora Dawson-Bowling Manufacturing Manager Helen Mason Senior Production Controller Maeve Healy Marketing Manager Angela Lewis Typesetter Newgen India Cover design Adam Renvoize Text design Design Deluxe Bath UK 2008 Cengage Learning EMEA ALL RIGHTS RESERVED. No part of this work covered by the copyright herein may be reproduced transmitted stored or used in any form or by any means graphic electronic or mechanical including but not limited to photocopying recording scanning digitizing taping Web distribution information networks or information storage and retrieval systems except as permitted under Section 107 or 108 of the 1976 United States Copyright Act or applicable copyright law of another jurisdiction without the prior written permission of the publisher. While the publisher has taken all reasonable care in the preparation of this book the publisher makes no representation express or implied with regard to the accuracy of the information contained in this book and cannot accept any legal responsibility or liability for any errors or omissions from the book or the consequences thereof. For product information and technology assistance contact emea.info@cengage.com. For permission to use material from this text or product and for permission queries email clsuk.permissions@cengage.com Products and services that are referred to in this book may be either trademarks and or registered trademarks of their respective owners. The publishers and author s make no claim to these trademarks. British Library Cataloguing-in-Publication Data A catalogue record for this book is available from the .