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I. Executive summary Elba Group intends to expand their operations into the foreign markets in order to satisfy their overriding objective: to become the manufacturer and retailer of quality products of world repute. Three countries, United States, United Kingdom and Australia were identified for the expansion project. Australia has been selected as the host country and justification for this decision has been discussed. Elba will form a strategic alliance with Giordano who has a chain of retail outlets in Australia to enter the market. This report outlines the blend of marketing mix components used to position the products. The implementation method adopted to ensure effective product and service delivery and the control mechanisms utilised to make sure that objectives are achieved. II. Content page No: Subject Page 1.0 Introduction 3 1.1 The Company 3 1.2 The Product 4 1.3 Report Objectives 4 2.0 Research Methodology 5 3.0 Country Analysis 5 3.1 Political Factors 6 3.2 Economical Factors 7 3.3 Social Factors 8 3.4 Technological Factors 9 4.0 Country Selection 9 5.0 Entry Mode 10 6.0 Selection Partner 12 7.0 Mission Statement 13 8.0 SWOT Analysis 13 8.1 Strengths 13 8.2 Weaknesses 14 8.3 Opportunities 14 8.4 Threats 15 9.0 Strategic Approach 15 9.1 Short Term Objectives 15 9.2 Long Term Objectives 16 10.0 Tactical Goals 17 10.1 Finance 17 10.2 Marketing 18 10.2.1 Product 18 10.2.2 Price 18 10.2.3 Place 19 10.2.4 Promotion 19 10.3 Human Resources 20 11.0 Controls 21 12.0 Uncertainties 22 13.0 Contingencies 22 14.0 Conclusion 23 Appendixes 24 References 27 1.0 Introduction Elba Group...

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