An Ethiopian company decides to launch some of its fashion accessories into the European market. Its marketing director is about to begin the process of creating a marketing plan for this new initiative. Which of the following is the first step the director should take before beginning to plan the marketing mix details? A. First the director must define the company's target markets and understand which of its products fit with each market's businesses and consumers.
B. First the director needs to research, develop, and create various products to launch into the international market.
C. First the director must decide which promotional tactics to use in particular markets to launch products to consumers and businesses.