HND国际市场营销 OUTCOME
HND客户服务outcome1
SQA-HND-客户服务-OUTCOME1《客户关系文化构建》英文案例中文提示Alice Hendry最近受聘成为高山酒店集团的总经理。
这是她首次受聘成为这个层次的管理者，她非常渴望能成功地做好自己的工作。
她意识到她的任务将是非常艰巨的。
但她自信：凭着从以前数次的类似经历中所获得的经验，她能迅速调动她得员工，把他们整合成一支忠于所做工作的统一团队。
酒店集团的董事会要求她提交一份报告，就她将怎样在传统的春秋淡季提升经营业绩做出详细说明。
该酒店集团有一系列的独特资源：它有150间客房，两个餐馆，两个酒吧和一个夜总会。
除此之外，它还有一个健身中心和一个游泳馆。
集团还经营有自己的运动品商店，在冬季提供滑雪用品的租售和滑雪培训课程，在夏季提供山地自行车运动设备的租售和导游。
集团还经营有高山缆车。
缆车除了冬季供滑雪者上山使用夏季供山地自行车运动者使用外，平时也向风景观光者开放。
酒店在冬夏两季的顾客通常是年轻运动爱好者。
尽管如此，Alice意识到酒店以前也尝试过吸引其他类型的顾客，尤其是在滑雪和山地自行车运动冷淡的春秋两季。
很明显，酒店以前的这种努力没有获得任何成功，虽然酒店的设备能毫无疑问的能满足更多成年顾客的需求。
Alice已经对酒店以前的这种经营失败做了一些调查，她不无担心地发现：酒店以前努力在淡季吸引更多中年顾客方面获得了一些成功，但是顾客的回头率太低，不能留住顾客。
在Alice到任第一个月末她召集了酒店集团的所有中高层管理会议。
会议讨论她对本年度淡季提高经营业绩的计划。
她建议：集团需要开展一系列拓展市场的行动来吸引更多中老年顾客；集团的员工对工作要采取更灵活的办法。
例如：有些人更喜欢比较安静的郊外散步，而不是剧烈的滑雪和山地车。
集团的健身中心为了吸引这类顾客可以相应的开展这类安静的运动项目；运动品商店可以为不具有强烈冒险精神的顾客或者在天气不好的时候提供低谷徒步团体游；Alice还觉得春季观鸟游在这里很有市场，因为她注意只要知道观察的地点，高山酒店集团所处的区域有很多罕见的夏季候鸟出现；夜总会很容易在淡季改造成舞厅，用作排排舞等健身舞活动（吸引中老年顾客），而不是仅仅局限在受年轻人喜欢的劲爆舞。
HND市场学导论outcome2(仅供参考)(20200628092305)
Q1A) Market marketing is the plan and the execution of the commodity, the service and the creativity idea, the fixed price, the promotion and retailing, create conforms to the individual and the organizational goal exchange one kind of process. that is Human activity is wants through for exchangesto directed at satisfying needs, and business activity is concerned with providing goods and services to satisfy human wants and needs at a profit.B) Market marketing concept requirements planning and strategies should be all the businesses to consumers at the center, correctly determine the needs of the target market and lust, more effectively than competitors of provision required to meet the target market.The product concept is to show the enterprise is not through the development of the corresponding product market analysis and variety, but to improve quality, reduce cost as all activity centers, and thus expand sales, profits made such a management guiding ideology. Product not only pay attention to production quantity concept, but also pay attention to product quality, but it production center, don't pay attention to the market demand, don't pay attention to product sales, is the production of the concept of the later performance. The customary channel sales, when customer think of their good quality of product will seek to come.Q2A) The Marketing Mix is an important part of corporate marketing strategy, Controlled enterprise marketing measures to form a holistic activity. The main purpose of marketing is to meet the needs of consumers. Usually divided into 4P (product, price, promotion, place)B) the explanation of the Marketing mix of product: in 1986, Landed a company of wooden toys products target customer is pre-school market, wooden building bricks and jigsaws. Its products could only be sold to small toys shops that have very big limitation. However, with booming business and brighter prospect, its range of products has quickly enlarged. But for its formerproducts, it not on- ly added with dollshouses and wooded train sets,baronudght in “ CountryCousins ”books and a new range of pre -school books. its products are characterized by various types, complete specifications and best quality. All its products enjoys high celebrity made thiscompany bigger and bigger.The explanation of the Marketing mix of price: success stems from the reasonable pricing and good price control strategy, a reasonable price is very import in the market competition. In the case, on the early 1990s, Landed company rapidly flourished, and the Cousins ”b“ooCkosuntrywere sold at a premium. But and the “ Country Cousins ” books were sold at a premium. Besides,badly demand and high profit attract more and more cooperation entering this market, competition becomes much drastic. To gain a competitive edge, the company had to reduce its high price to a competitive level.The explanation of the marketing mix of promotion: the promotion has many methods, such as advertising, sales promotion, public relations, personal selling and direct marketing. In the case, Landed Company' s advertising department must be use the best promotion policy. The Landed Company and TV channel SC4 to keep the friendly relationship. The TV proposed a national airing and national launch Introduce company products and the popularity of the series. That make rise for the company's brand image and customers' awareness, Sales Have Rapid Growth.Place - refers to provide the product at a place which is convenient for consumers to access. Place is synonymous with distribution. Can be various strategies such as intensive distribution, selective distribution, exclusive distribution. In the case, the company uses selective distribution. This involves one intermediary the retailer. This is probably most favoured by larger retailers such as supermarkets that have the power and resources to buy in larger quantities and enjoy the benefits that come with that, such as being able to offer lower prices. But now this company has a big problem, intermediary the retailer compels price drop. I think only through production-marketing integration can solve the problem.Q3For a privately owned beauty salon, its elements of the marketing mix refer to the followings: product, price, promotion, place, people, process and physical evidence.First, the product of privately owned beauty salon is its service, which opposes to a common product. Services, unlike physical products, happen "on the spot" and customers like to know what to expect. The privately owned beauty salon offers service to customers, which is essentially intangible and does not result in ownership of anything. The Landed Toy Company products are goods.Second, price, as we know, price is one of the most flexible elements of the marketing mix. It will be affected by consumers, the trade and the competition. For example, if customers feel the price of the beauty salon is lower than others, most of them may choose this beauty salon, while the price of Landed Toys Company products changes with the situation they have in the market: set premium price (previous) cut the price (now) reducing price (future).Third, promotion is what a company say and do concerning products and services in order to persuade customersand markets to try them. The privately owned beauty salon not only uses advertising but communicates with customers to help them have a better understanding of the company. Landed Toys Company Landed did very little advertise at first, but now they use newspaper to promote its products originally.The next is place, which not only includes retail store, online shop but also the movement of goods. If you want to book the ticket of the beauty salon, you can buy in the salon or online. Landed Toy Company sells its products through a number of intermediates, nowadays it carries out with the idea of mail order selling.Fifth, people are part of the offering service. If the customers are satisfied with your service, it may have a positive effect on the development of your company. Sixth, processes mean caring about the quality, reducing the queuing systems and service delivery to ensure consistency of service. At last, physical evidence is the “ tangible pa”rt of the service, like the facilities in the beauty salon.Different from a Landed company, which distributes its products to its customers, beauty salon always has to get its customers to come to it. Those who come to the beauty salon are pursuing high quality services, although its price is higher. Therefore, beauty salon usually has relatively affluent target market and local promotions meeting the local demands. In this way, it is principal for a beauty salon to choose a right location.Q4 because for the environment in which an organization exits can affect industry or the individual organizations. An internal environment is the systems of the company, the effectiveness of which to a great degree rests with its culture, including micro and macro environment, competition intermediaries, and suppliers stakeholders. A micro environment is all those factors which lie beyond the organization, and a successful organization is contributed by those in the microenvironment, for example, the company, the distributors, customers, competitors and public, however, the macro environment indicates the larger forces which affect the way in which an organization operates and over which the organization has little or no control. These can be known acronym PEST.With the changing environment, PEST is also changing: the political aspect: as the global communication developing, it is not simply domestic politics which will have influence on marketing strategy. Second, economically, suppliers have become more and more, as a result, competition has become more and more fierce, this will impact costs, prices and demand. Third, changes and trends in the sociocultural environment bring forth significant challenges. People's basic beliefs, attitudes and values are shaped by the society in which they grow up.Following factors may affect landed: the declining birth rate, growing demand for more technological toys, increased affluence, growth in competition from larger competitors, growing dominance of larger retailers.For the sake of getting over these risks, altering the marketing mix, the company introduced some new products to satisfy different market meets, drew into added value products at higher prices, developed higher profile promotions to compete with rivals, and used sales team to develop a good relationship with retailers.。
(完整word版)HND市场学导论outcome2
The report of marketing about Trusty-Land FoodCandidate Name:Candidate Class:Candidate SCN:World count:Table of contents Introduction: (3)Findings: (3)Product: (3)Price (5)Promotion (6)Place (7)Services Marketing (8)People (8)Processes (8)Physical Evidence (9)Change of marketing environment (9)Conclusion: (10)Reference: (10)Introduction:This report uses Service Marketing Mix to analysis of the Trusty-Land Food Company. Service Marketing Mix is composes of 7 Ps. I uses product, price, promotion, place to analyze the Trusty-Land Food Company. I uses people, process, and physical evidence to analyze the barber shop. Assuming Trusty-Land Food Company’s marketing environment be change.Findings:Product:Product can be offered to a market for attention, acquisition and use or consumption that might satisfy a want or need. The product includes physical objects, services, persons, places, organizations and ideas.The Trusty-Land Food Company’s products is tangible product. The channels of tangible product.Three different levels of product, the three levels includes core product tangible product. Meet is the core product of Trusty-Land Food Company. Meet provides protein to person and meet also improve quality of life.Product lineProducts are closely related and they function in a similar manager so the product needs a product line. Product line is benefit for sold to the same types of outlet or fall within given price ranges. Trusty-Land Food Company can take the red meet and white meet divided into two kinds of production line. The two kinds of production line can improve the production efficiency.Trusty-Land Company’s product line from less to more. The product become more thereasons includes the enterprise competiveness and to attract more customer and increase sales.Product MixProduct mix is the total sum of all the products and variants offered by an organization. The production line’s width is two, because the product lines products two kinds of meets. The meets include white meet and red meet.Product life cycle“Kitty Doggy” product life cycle“Kitty Doggy” in the growth period. During this period, this brand of pet food is increase sales, launch new products and opponents appear. I suggests that “Kitty Doggy” keep pet food quality and “Kitty Doggy” mast focuses on the opponent to find ways to increases market share.PriceThe smart pricing is amount of many charged a product or service or sum of the values that consumers exchange for the benefits of having or using the product or service. The advantage of smart pricing is ensure sales but inaccurate pricing to harm the company such as underpriced close not back to the cost so the Trusty-Land Food Company mast take the smart pricing in product.Government policy, Organization objective, Channels of Distribution, Cost, and Weather is factors that affect pricing.Government policy: Government policy affects the pricing. Government’s new dietary guidelines is recommend people to eat white meat so red meat sales will be decline and white meat sales rise. Trusty-Land Food Company in order to maintain sales of red meat so red meat be suitable reduced price. Red meat sales rise so red meat be take a appropriate price.Cost: Trusty-Land Food Company has a lot of distributors throughout the country. Meat products need fresh so meat in the process of transportation need keep fresh that increase the cost. The company in order to profit so meet rise in price.General Pricing ApproachPenetration Pricing: Trusty-Land Food company’s “Kitty Doggy’’ in the growth period so penetration pricing for pet food can attracts more customer that can increase sales. Penetration pricing can help “Kitty Doggy’’ gain more market share and to promote “Kitty Doggy’’Competitive pricing: Trusty-Land Food Company focuses of the opponents that can help Trusty-land upon them opponents. Trusty-Land Company focuses on opponents that can help company win the price war and keep Trusty-Land Food Company’s dominancePromotionPromotion is kinds of a activities. Promotes product or service and its merits to target customers and persuade them to buy.The main promotional tools available to market have five types that is advertising sales promotion, public relations, personal selling and direct marketing.AdvertisingAdvertising can highlight the product features and improve visibility. Trusty-land Food company through newspaper and street poster to attention customer to know company’s name. Trusty-Land Food Company through TV commercials to position the company. This tuned is success, TV commercial bring sales revue increased by 34% that can expand market share.Direct Marketing: Trusty-Land Food Company has its own retail groups so Trusty-Land Food Company can reduce the middleman. The middleman is getting less the company make a good price and good supplier for company’s customers that can help company improve market share.Personal Selling：Trusty-Land Food Company has a sales team the sales team to persuade customer to purchases and stock company’s product. Personal selling can improve product and increase customer purchases and contacts. Sales team can help company improve the product sales.Identification of target audience, Legal political factor. Technology factor and budget setting this four types influence the setting of the promotional mix.Identification of target audience：Customers has different demand and tastes differ with people so Trusty-Land Food Company mast identification of target audience to promotes differed products. The “Health Meat” is a good example “Health Meat” lies in their convenience and fast time. “Health Meat” suitable for fast rhythm of life that can increase salesBudget Setting: The amount of the budget effect promotion. If the Trough-Land Food have more bridge the advertising coverage is broad. The appropriate budget setting to improves the company reputation.PlacePlaces means all the company activities that make the product or services available to target customers.Tangible product’s place is distribution partner. Intangible product’s place is enterprise located or provides the service place.Wholesalers: Trusty-Land Food Company’s Products were sold to regional grocery chains and national and regional gory, wholesalers that is Wholesalers.Retailers: Seven Eleven is a retailer, Seven Eleven sales food-branded of Trusty-Land food Company. Large grocery stores and supermarkets purchase from Trusty-Land Food Company and that grocery market meat products under Trusty-Land Food Company’s Logo.The benefits of distributors to Trusty-Land Food Company Distributors for the company to reduce inventory and accelerate product circulation speed. Distribution business enterprise to increase visibility and to increase market share. Distributors to help business increase sales reduce the pressure distribution, increase profits bring convenience to clientsBuying behavior, Budget Product itself and Organizational Objective are affect choose marketers.Organizational Objective: Trusty-Land Food take “Kitty Doggy” become the leader brand. Intensive distribution consider revising the market share so organizational objective good for distributors.Buying behavior: Marketers to adopt to the consumer habits. Marketers cooperate with supermarkets or markets and impossible and book stores and flower of cooperationServices MarketingA service is any act or performance that one party can offer to anther that is essentially intangible and does not result in the ownership of anything. Its production may or may not be tied to a physical product. Characteristics of services is variability, perishability, inseparability and intangibility.Barbershop is three more than Trusty-Land Food Company. The three types is people, processes and physical evidence.PeoplePeople: People at services marketing is service provider. For example, people in the barber shop’s hairdresser and cashier. Hairdresser giving a haircut to customer and wash hair, cashier responsible for the money. The hairdressers and cashier given the customer’s service is in tangibility and inseparability. Hairdresser and cashier should have better attitude and high service qualityProcessesProcesses: Process involves looking at the quality controls that need to be in place to ensure consistency of service. Customers into the barber shop. Barber to customers shampoo, haircut, and the barber to meet customer requirements, shampoo, cashier money, and finally the customer away. Process services emphasize consistency and effectiveness of the service. Different customers in the same service get the same levelof service is uniform. Within a period of time to complete the service.Physical EvidencePhysical Evidence: Physical evidence is the “tangible” part of the service. Barbershop’s wardrobe and shampoo are all belong to the physical evidence. Physical evidence to help hairdressers to complete the service. Physical evidence also help customers evaluate service. If the customer is not satisfied with the physical evidence. Good physical evidence to make customer satisfaction increases.Change of marketing environmentSuppose company supplies meat to a city, but the city's Muslim believer’s population increases. The company can uses 4P’s product so company printed on product packaging halal logo and Muslim followers of the urban population accounted for the ratio becomes large. So the company provides a small amount of pork to the city and the company offers other types of meat to the city, to meet the needs of Muslim believers.Suppose an increase in the elderly population in the community. The company can use 4P’s price from company to resolve. Because elderly people are concerned about the price. The company and retailers cooperate elderly to buy meat the retailers gave elderly seven fold. Improve the company reputation and boost sales.Suppose the emergence of bird flu in society. The company uses 4P’s product. The company mast pay attention to product quality and the company to do a good job of inspection and quarantine. Using the media to promote our products are safe and maintain our company's sales.Conclusion:The Trusty-Land Food Company encountered different changes in environment in the development process. I hope my countermeasures can help Trusty-Land Food Company. Finally wish Trusty-Land Food Company gets long-term development.Reference:Wang Huihong, WANG Jing, 2013, SQA Unit Student Guide on Marketing: An Introduction, China Modern Economic Publishing House.Kotler Philip, Wong Veronica, Saunders John, Armstrong Gary, 2005, Principles of Marketing 4th European Edition, Prentice Hall.。
HND出口学outcome4
1. IntroductionIn both the consumer and trade market, Zen plastics are a manufacturer of moulded plastic products. Recently, they are concentrate on domestic market but now they are looking for a new international market. There are advices that given to them on decision making and strategy before they enter the international market, this is the purpose of the report.2. The selection of suitable product requirementsMeet customer needsThey must know the Australia customers’needs well while entering the Australia market, such as the color, size, style and the goods. Zen plastics will avoid unlucky logo so that can suit customers flavor.Meet legal requirementsWhile entering the Australia market, Zen plastics should know the low of Australia and observe it. Therefore they have to meet the legal requirements of Australia. After this, Zen plastics can trade and make business well in their range. The international trade agreements will be negotiated. While negotiating, Zen plastics must obey the rules that accord with Australia low. Australian are pay attention to what Zen plastics’influences to them, such as the risk of trade between them and the environment polluted issues. When Zen plastics exporting, they must avoid these issues so that promoting business trade.3. Evaluate the types of promotion required for success in the Australian marketThere are four type of promotion required for success in the Australia market that Zen plastics would choose to promotion, they are advertising, personal selling, public relations, sales promotion.As for the advertising, it success or not depend on its words, sometimes words are translate to other language that lose its meaning. The message must be translated in such a way to keep the meaning intact. Except this, the other is the medium, different countries with different level of prosperous should choose different medium which are suitable for the situation of the country.As for the personal selling, as the name suggests this involves the use of sales people in the international market. To the exporter, there are four potions, appoint a team of sales people who are based at the company headquarters, appoint sales people abroad, open up a branch office in the selected market and appoint a sales force to work from that branch and appoint an agent.While using personal selling, there are some point should be considered. The size of the market to be covered, the extent of effective of personal selling in the market, the number of potential customers.Public relations are press coverage in the overseas market. The definition of PR is usually given as: the deliberate planned and sustained effort to establish and maintain mutual understanding between an organization and its public. The strategies are normally long term and take account of problems that may befall the company. The PR function is both damage limitation and to try and put a positive spin on events. Additional information about overseas countries can be obtained from the Department of Trade and Industry, which has oversea desk for every country in the world.Sales promotion generally covers marketing activities, but not the personal selling or public relations. The basic points are: Demonstrations, exhibitions, catalogues, special offer stamps, buy three for the price two or buy one get one free (BOGOF), special offers, competitions , coupons , free samples and sponsorship.For Zen plastics, making advertisement is the best choice. Also, Zen plastics can put the advertising board on the streets, buildings, or even on the buses and subways which are the most common places of a person’s normal life. This is a effective way for promotion.4. Identify and evaluate the factors that would affect pricing decisions.The price strategy is a very important part when exporting. Zen plastics have to consider the cost of producing the product. The sale price of the product must be higher than the total cost of the product, or the company won’t get any profit.The customers’ buying ability also be considered by Zen plastics. The company has to know the average income and also the disposable income of the consumers. The company will lose money and market share if the price of the product is higher than their ability to pay, then no one will buy the product.Zen plastics also have to consider the competition, The price of Zen plastics shouldn’t be too much higher than the competitors, it is the best choice if the price is the samewith the competitors or much cheaper than the competitors, which can attract the consumers.The exchange rate, , there must be the exchange of the money, so the company has to consider the rate, the selling price must include the extra money of the exchange rate when exporting to another country5. Select suitable distribution channels to be used in the Australian market.The distribution channels to be used by Zen plastics in the Australia market are appoint an agent and wholesalers.AgentThere are advantages of it, the agent will be familiar with the language, customs and market in that country, the agent will already be established in that country with similar products, the export can test the market without incurring high capital investments, the initial investment cost is low and results may be immediate.There are also disadvantages of it, if the exporter dose not support the agent with time and money, the agent may become dissatisfied and may not give the product the amount of time it deserves. This will lead to falling sales, most agents offer a number of product line and can not give their undivided attention to just one product. WholesalersAdvantages of wholesalers are: relatively inexpensive way for an exporter to test out a foreign market, low financial investment required, wholesaler ensures good market coverage.Disadvantages of it: if you have to appoint an intermediary such as a wholesaler they will add a percentage onto the producer’s price to ensure they make a profit, there is reduced profit for the producer, you may need to offer incentives for the wholesaler which may include promotional material, special offers and you may need to offer support in the form of in store demonstrations, training and merchandising.The agents are more suitable than the wholesaler for Zen Plastics. Since the profit is the most important thing for Zen plastics, so they have to pay attention to getting as more profit as they can.。
HND国际市场营销OUTCOME
HND国际市场营销OUTCOMEContentsI.Introduction (2)II.Discussion (2)1 Why is the company comsidering entering internationalmarkets (2)2 Secondary sources of information (3)3 The key opportunities and threats (4)4 The process of Spain market assessment (5)5 The modes of market (10)6 Why select this mode (11)III.Conclusion (11)IV.References (11)Report on PK ElectricsI.IntroductionPK Electrics was set up in 1987 in Ningbo, Zhejiang province, China. The company products cables, sockets, switches and light fittings and currently operating three factories all based in Zhejiang province. Over the years the organisation has developed a good reputation for quality and customer service. But over the last two years the rate of growth has begun to decline with sales rising 5% and profits by 2% last year. The management team are aware of big changes in international trading that have occurred over the last 10-15 years with the Chinese economy becoming more market-based and the more recent impact of China joining the World Trade Organisation in December 2001.II.Discussion1 Why is the company comsidering entering international marketsMarket saturationMarket-related factorsProduction-related factorsPersonnel-related factorsRisk-related factorsCost-related factorsProduct life cycleIn the case, PK Electrics is part of market saturation. With rising economic growthand the rising disposable incomes, especially of the urban population PK Electrics has seen demand for its products grow as people seek improvements to their homes and living standards.2 Secondary sources of informationPK Electrics enter Spain market. But the company need to consult information about Spain market. The company could consult from the following professional organization:The World Trade OrganisationPK Electrics could get commercial information about Spain:Goods schedules and tariff dataServices schedules and MFN exemptionsTrade Policy Reviews of SpainDispute cases involving SpainDDA negotiating documents from or mentioning Spain(WORLD TRADE ORGANISATION, 06/18/2011)The World BankPK Electrics could get commercial information about Spain:Income levelEconomic policy and external debtInfrastructureLabor & social protectionPrivate sector – merchandise trade(THE WORLD BANK, 06/18/2011)3 The key opportunities and threatsPK Electrics has to understand PEST if it enter Spain market.Political:Spain is a higher score signifies a less violent and politically more stable society.the government introduced austerity reforms aimed at reducing the fiscal deficit to sustainable levels that reduced government employees' salaries,froze pension funds, and suspended public works.Economic:interest rate stands at 1.00 percentSpain Gross Domestic Product is worth 1460 billion dollars or 2.35% of the world economy, according to the World Bank. From 1960 until 2009,Spain's average Gross Domestic Product was 402.19 billion dollars reachingan historical high of 1604.24 billion dollars in December of 2008 and arecord low of 12.07 billion dollars in December of 1960.Sociocultural:There are few elderlyies and they have small pensions in Sapin.In daily consumption, Spanish larger demand.Technological:Spain has defines its scientific and technological priorities focusing on not only its domestic needs but also the Community's ones.Spain's technology enters the information age.(TRADING ECONOMIC, 06/19/2011)Then, PK Electrics may meet opportunity and threaten.Opportunity:In daily consumption, Spanish larger demand. PK Electrics product all kinds of electrical items. The company can meetSpanish larger demand.Spain is a higher score signifies a less violent and politically more stable society. It could offer PK Electrics a stable market. Threaten:In the Spain, there are a lot of such PK Electrics. There are many competitors.Spainish life habits have different from Chinese. PK Electrics spend much time on marketing research.4 The process of Spain market assessmentThis is PK Electrics the process of Spain market assessment:(Source: Mulbacher et al, International Marketing1999 International Thomson Business Press, London.)Stage 1: Corporate policyThe organisation had focused predominantly on the trade market. The management team are aware of big changes in international trading that have occurred over the last 10-15 years with the Chinese economy becoming more market-based and the more recent impact of China joining the World Trade Organisation in December 2001. They have recently met with Trade delegations from several different countries and are now looking outside China for new markets to enhance their growth and business performance.Stage 2: Market assessment criteriaThe measure of the market with customers and national policy related. Market criterias:Income levelGDPPopulationPoverty headcount ratio at national poverty lineStage 3: Potential country marketsIn the beginning, there are two countries market: Spain and South Africa. In the Question 3, Spain PEST have been analysed. Next, South Africa PEST analysis:Political:The political arena has a huge influence upon the regulation of health care, the money available, the priorities for disease management. The market is not stable. PK Electrics consider issues such as:ecological/environmental issuescurrent legislation home marketfuture legislationSADC/international legislationregulatory bodies and processesEconomic:Marketers need to consider the state of a trading economy in the short and long-terms. This is especially true when planning for international marketing. PK Electrics need to look at:home economy situationhome economy trendsoverseas economies and trendsgeneral taxation issuestaxation specific to product/servicesmarket and trade cyclesSociocultural:The social and cultural influences on business vary from country to country. It is very important that such factors are considered. Factors include:lifestyle trendsdemographicsconsumer attitudes and opinionsmedia viewslaw changes affecting social factorsbrand, company, technology imageTechnological:Technology is vital for competitive advantage, and is a major driver of globalization. Consider the following points: competing technology developmentresearch fundingassociated/dependent technologiesreplacement technology/solutionsmaturity of technologymanufacturing maturity and capacity(Wiki dot, 06/19/2011)Market criterias:Income level: High income(Spain), Upper middle income(South Africa)GDP: $1,460,250,360,148 in 2009(Spain), $285,365,879,676 in 2009(South Africa)Population: 45,957,671 in 2009(Spain), 49,320,150 in 2009(South Africa)(THE WORLD BANK, 06/19/2011)Stage 4: Conditions (not) fulfilledThrough market criterias and PEST analyse, Spain’s conditions are fulfilled because Spain could offer a stable market. South Africa could not.Stage 5: Local products and Stop assessmentsAt first, stop South Africa assessments. The company must know local products. Local products has FAGOR, BERONOR, MATHIUS, ect.Stage 6: Success factorsTechnologyThe company want to take in Spain market, and it have the strong technical support.Customer CareCustomers are god. The organisation have to develop a good reputation for customer service. This way of the enterprise for a long time.PromotionBecause the company is a foreign enterprise, it must increase the strength of promotion. Although initial cost greatly, it could bring long-term interests to the company.Stage 7: Distinctive competenciesPK’s products are selectively distributed using specialist electrical retailers, department stores and more recently DIY outlets.5 The modes of market(SQA, August 2005, International Marketing: An Introduction)PK Electrics should entry the mode is direct exports.6 Why select this modeTotal controlDirect export of its products offers a company greater control over the entire export transaction and entitles them to greater benefits.Direct contact with customersDirect export could face to face customers. PK Electrics can better understand the needs of customers.A sales representative plays the role of the manufacturer's representativeHe works on a commission basis. He uses the product manual and samples of the product, which he presents to the prospective buyers and entices them to purchase it. However, unlike an agent, who is entitled to take decisions on behalf of his company, a representative has no authority, and he takes no risk or responsibility of the product.III.C onclusionPK Electrics entry Spain market, which could increase profit.IV.References“Spain and the WTO”, (11/30/2009), (WORLD TRADE ORGANIZATION), Available:/doc/3a106a0979563c1ec5da71aa.html /english/thewto_e/countries_e/spain_e.htm(Accessed:06/18/2011).“Data of Spain”, (12/31/2009), (THE WORLD BANK), Available:/doc/3a106a0979563c1ec5da71aa.html /country/Spain (Accessed: 06/18/2011).“SPAIN GROSS DOMESTIC PRODUCT”, (12/31/2010), (THE WORLD BANK), Available:/doc/3a106a0979563c1ec5da71aa.html /spain/gdp (Accessed: 06/19/2011).“PEST Analysis”, (05/12/2007 at 20:19), (Wiki dot), Available: /doc/3a106a0979563c1ec5da71aa.html /pest-analysis (Accessed: 06/19/2011).“Data of South Africa”, (12/31/2009), (THE WORLD BANK), Available:/doc/3a106a0979563c1ec5da71aa.html /country/Spain (Accessed: 06/19/2011).Scottish Qualifications Authority (August 2005), International Marketing: An Introduction, China Modern Economic Publishing House, Beijing.。
【实用资料】HND国际营销导论.doc
Individual ReportInternational Marketing: An introductionOutcome 1 and 2Candidate Name:Candidate Class:Candidate SCN:Table of contents1 Introduction (3)2 Findings (3)2.1 Explain Wildhorse Automobile entering international markets reasons (3)2.2 Two sources of information that Wildhorse Automobile (4)2.3 Key opportunities and threats associated with entry international market (5)2.4 Wildhorse Automobile would use to select which markets to enter (7)2.5 The modes of market entry available to Wildhores Automobile (8)2.6 The most appropriate method for Wildhorse Automobile to entry market错误!未定义书签。
3 Conclusion (12)4 Reference (13)1 IntroductionThis report describes the Wildhorse Automobile to enter the overseas market. This report consists of six parts. Reported the contents of the package wild horse why enter the international market. Wild horse company identified two markets to enter the source of information. Of the wild horses. What methods of automobile companies to enter the overseas market. Select the appropriate methods to enter the overseas market and evaluate the criteria you use in marketing. Wild horse car companies choose the right way to enter the overseas market. The wild horse of the car to assess the standard of your marketing in the market.2 Findings2.1 Explain Wildhorse Automobile entering international markets reasonsInternational marketing is the application of marketing principles in more than one country, by companies overseas or across national borders. International marketing is based on an extension of a company’s local marketing strategy, with special attention paid to marketing identification, targeting, and decisions internationally.China's production costs rise, the price of the Wildhorse Automobile’s car prices will lead to a decline in sales. Therefore, the wild horse car companies should look for the production of low-cost overseas countries.National policy restrictions on the country's resources. Company responds to the government's policy. So Wildhorse Automobile company to build factories in overseas countries.The Wildhorse Automobile company products due to ecological causes of poor sales.Ecological factors influence the production efficiency of the company. So company's products are sold overseas.The Wildhorse Automobile Company in order to compete with rivals. Wildhorse Automobile Company to increase the share of overseas markets and enhance the company's influence. Wildhorse Automobile Company to expand overseas markets.2.2 Two sources of information that Wildhorse AutomobileCompany research methods include primary research and secondary research. Companies can use secondary research ways to gather information. The advantages of secondary research includes convenient save money and research staff do not need to have too much experience. But secondly research information with uncertainty.Companies can be used through two international organizations to do secondary research.The European Union was founded in November 1, 1993. EU to set up Brussels. EU official website: Europa.eu The EU's aim is the establishment of internal borders by a space, strengthen coordination to develop and establish the eventual introduction of a unified currency Economic and Monetary Union economic, social, and promote balanced economic and social development of Member States through the implementation of the Common Foreign and Security Policy. EU car emissions has strict criteria. European Emissions Directive certification stands for non-road mobile machinery emissions certification, the English translation of "Emissions From Non-road Mobile Machinery", referred to as "NRMM". China's auto exports to Europe need to reduce automobile exhaust emissions. China's auto exports emissions must comply with EU vehicle emission standardsInternational Organization for Standardization be called for short is ISO. ISO was founded in 1946. ISO official website: /iso/home.html. ISO's purpose is: to promote worldwide development of standardization to facilitate international exchange of goods and mutual assistance and to expand cooperation in intellectual, scientific, technological and economic aspects. ISO's headquarters in Geneva, Switzerland. ISO / TS16949-2002 the International Automotive Task Group (IATF) in ISO9001: 2000 quality management system based on the combination of the requirements of the international automotive industry, automotive production, enacted in 2002, the service member organization of international quality system requirements standard. China's automobile companies supporting plant requirements more stringent, requiring high quality, but also requires the supplier to strictly control costs and improve efficiency. TS16949 provides a unified can develop quality management system model for the automotive industry. Chinese auto companies continue to deepen the implementation of continuous improvement, strengthen defect prevention, reduction of variation and waste, will make the management system more optimized, so that auto companies in the market competition continued to maintain a competitive advantage.The overseas car website includes . The overseas magazines includes <Auto motor and sport> is from Germany and <Automotive News> is from America. Wildhorse Automobile Company can include information from foreign website and magazines.2.3 Key opportunities and threats associated with entry international market Primary research should pay attention includes:Primary research includes local policy local economy and local culture, Companies should be familiar with the culture of the target country is conducive to the acquisition of the target country information. It is convenient for the company to understand the local culture and communicate with the local people. The government policy of thetarget country can affect the development of the enterprise. To understand local policies can avoid the loss of enterprises. The target country's economy will directly affect the income of the residents of the target country. The company produces the car that is suitable for the target country through the local economic level. The company's cars go more smoothly into the target country.The wildhorse automobile company can obtain the information in these 3 public places. For example, the office of the parking lot, car wash shops, toll stations. Companies from the office of the parking lot to get information, the company can understand the popular car models and the use of. Get information from the car wash shop, the company can get the popular car price information to record. Companies produce the most attractive cars through the acquisition of information. Companies can collect information from the toll station, the company can know the different car charges, speed and performance of a car running, you can find a long-distance car running models, which is conducive to the company's car sales.External environment includes six factors, divide into political, legal, social, natural, technological and economic.Politics, including the government's energy conservation and emission reduction policies, foreign policy and vehicle control policy.Economy includes per capita income, unemployment, consumption level.Society, including population, local education level and the proportion of local population age.Technology includes technical workers, technical optimization and updating of traditional technologies.Nature, including air pollution, natural disasters and waste of resources.The law includes local laws to protect local car companies.The opportunity of Wildhorse Automobile Company in the overseas market includes:Technological: Target country’s government requires imported cars meet the standards of energy conservation. So target country has high demand for new energy vehicles. Chinese auto companies have great development in the new energy. China's auto can exports to target countries. Technology can help Wildhorse Automobile company increase sales.Economy: the target country's economic recovery, the target country's employment rate rises, the target country's public demand for the car increases. So the public demand for cars is working in the target country. Chinese cars have price advantage, which is conducive to the sale of the target country.The technical threat of Wildhorse Automobile Company to enter the overseas market includes:Social: Developed countries car brand is good in target country public’s heart. But, Chinese car brand has bad impression in target country public’s heart. Bad impression of brand can influence Chinese automobile efficiency in target country. "Made in China" in a part of the foreign market impression is inferior, China needs to change the impression of the brand. Promotion of brand image can promote the sales of Chinese automobile brand.2.4 Wildhorse Automobile would use to select which markets to enter1.When a company to overseas market need do market research. The researchincludes primary research and secondary research. Secondary research’s way includes collect information from a variety of reliable sources. At this stage such techniques can be used.2.Screen the collected information using set criteria, e.g. as in the BusinessEnvironmental Risk Intelligence (BERI) index.3.Select top-scoring countries or region4.Apply secondary screening criteria using data from markets and the business, e.g.market attractiveness/competitive advantage(GE matrix)5.Select best country (ies) and region(s) to enter.6.Prepare an international marketing plan/strategy6.1 The selection of the most appropriate entry mode6.2 The selection of the most appropriate target markets6.3 The selection of an appropriate marketing mix suited to the country and targetmarket.2.5 The modes of market entry available to Wildhores Automobile1)The InternetThe popularity of Internet computers and mobile phones has shortened the distance between people and improve people's working efficiency, which is good for international marketing. Internet makes international payments more convenient. The advantages of the international network of the buyer and the seller including security and fast. The Internet can monitor logistics, make logistics more secure, and promote trade between countries.2)Exporting (Direct and Indirect)Direct exports can enable enterprises to quickly sell their products in the international market at a very small start-up cost, in terms of fixed assets does not require or requires only a small amount of investment, so there is little risk. In the initial exploratory export, on the basis of previous success, the enterprise by increasing the export volume of export lines and enter the new international market, so as to gradually increase the export volume. Direct export can enable enterprises to accumulate a lot of international experience, so that enterprises in the process of internationalization of the more far away.Indirect export may be a good way for enterprises to enter the international market for the first time. Manufacturers need only a little knowledge of foreign or foreign markets, but also because of this, it has separated the manufacturers from foreign markets. Indirect exports reduce the risk.3)Contractual AgreementContract mode is a non-equity contract signed between the enterprise and the target country, the former patent, technology, experience, management, human resources and other intangible assets for the latter to use, and from the latter to obtain economic benefits to share. Contract is a way to enter the foreign market through the output of knowledge and technology. Contract mode mainly includes: license mode, franchise mode and project contracting mode, etc.Entry modes of international marketingWays to enter the international market include international agent, licensing, franchising, joint venture, turnkey projects, and strategic alliance. Detailed three ways to enter the overseas market. Three ways includes international agent, licensing, and franchising.International agent: International export agency is a method for a company to employoverseas agents to promote international sales. Agents have no title to the goods. Agents only charge a commission. International agent take less investment and get less money.The advantages of international agent includes international agent have expensive knowledge and experience of market. Little investment required and low political risk. The disadvantage of international agent includes international agent may lack commitment and motivation. International agent may be too small to exploit the whole market. And this method may be inefficient for large markets.Franchising: Franchising is the owner of the franchise is in the form of contractual agreement, which allows the franchisee to use its name, trademark, proprietary technology, product and operation management experience to engage in business activities. Franchising Take less capital investment, and get the amount of money earned moderate.The advantages of franchising includes high level of control, highly motivated business contact with market knowledge, money. And franchising can give protection of patents. The disadvantage of franchising includes problems with local legislation, high cost of marketing package to support franchisees. Cost and time involved in finding good franchisees.Licensing: Licensing is authorized to operate, charge to allow others to use their own brand of commercial operation mode in the specified time. Licensing in international market take less investment and get less return.The advantages of licensing includes a prolonged depreciation of a target country’s currency may also swing a manufacturer from export to licensing. Licensing overcomes the problem of high transportation cost, which make the export of some products non-competitive in target markets. Political risk is lower than with equity investments. Many host government favour licensing over foreign investment as a way to get technology.The disadvantage of licensing includes lack of control by the licensor over the marketing plan and programme in the target country. Risk of creating a competitor in third markets or even in the manfacturer’s home market. Armed with the licensors technology, the licenses may become a formidable competitor in world markets. Absolute size of income from a licensing arrangement as compared to that from exporting to, or investing in, the target country.2.6 The most appropriate method for Wildhorse Automobile to entry market Wildhorse Automobile Company have chosen the Malaysian market. Wildhorse can chose India market. India's political stability leads to social stability. India is Asia's anchor economy. India's economy is developing very fast. India's per capita income increased. Indian employment is rising, and the demand for cars is increasing. Due to the economic development of India, the road becomes better. More Indians are willing to drive.Wildhorse Automobile Company can choose an international agent in India. India's automotive industry has a great degree of development. Wildhorse Automobile Company can choose an international agent in India. India's automotive industry has a great degree of development. Wildhorse Automobile Company looking for international agents to sell the car is relatively low cost. Agents have shop facilities and sales of car service personnel so wild horse car companies can save costs. Wildhorse Company's human involvement is low in India market. The company needs to pay for the international agent to sell cars. The company has limited control for international agent. India local agents to understand the political economy and culture of India. Wild horse car companies through the agents can accelerate the sales of cars, agents to help the wild horse car companies to improve the speed of the occupation of overseas markets. So India agents can help companies reduce risk. But the Wildhorse Automobile Company's profits are low. Wildhorse Automobile Company need to bear the costs including agency fees, customs duties, transportation costs, and production and management costs. Wildhorse Automobile Company can reduce the profit toincrease sales. Increase in profits by increasing sales.3 ConclusionIn addition to the overseas market in Malaysia, I suggest the Wildhorse company to enter the overseas market in India by international dealers. Wildhorse automobile company through the investigation into the more successful entry into the overseas market, I hopes Wildhorse Company have a better future.4 Reference。
HND市场学outcome2
1Marketing is defined as a process of planning and implementing ideas, products, price and services, promoting and distributing products, in order to meet customers‟demand and make profits.The marketing concept consists of five import parts: production, product, selling, marking and societal marketing. It‟s an outside-in approach, while the product philosophy is an inside-out approach. Although they have something in common—both of them aim at making benefits for the business, their focuses are different.To the marketing concept, organizations must try their best to know well the needs, desires and wants of their customers, for their principle is “customer is god”. What‟more, they should more effectively integrate the marketing mix ,including product, place, promotion and price, than their competitors, so as to make their products and services better and better to satisfy these interests, then by promoting and advertising introduce goods to them, in returns consumers will be attracted to buy their goods to meet the interests of organizations.But product philosophy is most concerned about internal capacity, not customers. The definition of internal capacity is the ability to handle raw materials and the number of products that all permanent assets of the organization produce, which involves in the production in the planned period and in a given technical condition. To improve the internal capacity, produce goods of the highest quality at the lowest cost and make the largest profit is its purpose.2.The marketing mix includes four elements: product, price, promotion and place.The explanation of the product element of the marketing mix: in 1986 the range of products of Landed—a company of wooden toys aimed at the pre-school market, was greatly limited to wooden building bricks and jigsaws. Its products could only be sold to small toys shops. However, as the company developed, its range of products has quickly enlarged. But for its former products, it not on-ly added with dolls‟houses and wooded train sets, but also brought in “Country Cousins” books and a new range of pre-school books. The enrichment and diversity of its range of products made this company bigger and bigger.The explanation of the price element of the marketing mix: a correct pric ing policy, a reasonable price is very import in the market competition. For example, on the early 1990s, Landed was rapidly flourished, and the “Country Cousins”books were sold at a premium. But then in order to occupy the favorable position in the competition, the company had to reduce its high price to a competitive level. Now more and more competitors have attended to this market, so in order that it can ensure continued distribution, the company is setting about reducing the price lower.The explanation of the promotion element of the marketing mix: the promotion has many aspects, such as advertising, sales promotions, personal selling and direct marketing. The promotional team must come up with the best promotion policy. The “Country Cousins”books were not well sold by bookshops, so the company sold them to toy retailers.The explanation of the place element of the marketing mix: Landed met with a big opportunity and challenge—the Welsh language TV channel SC4 introduced an animated program describing an assortment of animal characters collectively known as the …Country Cousins‟.Fortunately, the company won the contract to make a limited range of merchandise featuring the characters, and the popularity of the series, and it gave it a considerable sale. Then the TV proposed a national airing and national launch. In order to continue the patronage, Landed‟s sales team decided to keep the friendly relationship with existing outlets. They concentrated at retailers and middlemen, connected with established clients for personal selling. Now they very value the advertisement among children.3..For a privately owned Sports Club, its elements of the marketing mix refer to the followings: product, price, promotion, place, people, process and physical evidence.First, the product of privately owned Sports Club is its service, which opposes to a common product. Services, unlike physical products, happen "on the spot" and customers like to know what to expect. The privately owned Sports Club offers service to customers, which is essentially intangible and does not result in ownership of anything. The Landed Toy Company products are goods.Second, price, as we know, price is one of the most flexible elements of the marketing mix. It will be affected by consumers, the trade and the competition. For example, if customers feel the price of the Sports Club is lower than others, most of them may choose this club, while the price of Landed Toys Company products changes with the situation they have in the market: set premium price (previous) ------cut the price (now) -----reducing price (future).Third, promotion is what a company say and do concerning products and services in order to persuade customers and markets to try them. The privately owned Sports Club not only uses advertising but communicates with customers to help them have a better understanding of the company. Landed Toys Company Landed did very little advertise at first, but now they use newspaper to promote its products originally.The next is place, which not only includes retail store, online shop but also the movement of goods. If you want to book the ticket of the club, you can buy in the club or online. Landed Toy Company sells its products through a number of intermediates, nowadays it carries out with the idea of mail order selling.Fifth, people are part of the offering service. If the customers are satisfied with your service, it may have a positive effect on the development of your company. Sixth, processes mean caring about the quality, reducing the queuing systems and service delivery to ensure consistency of service. At last, p hysical evidence is the “tangible” part of the service, like the facilities in the club.Different from a Landed company, which distributes its products to its customers,Sports Club always has to get its customers to come to it. Those who come to the sports club are pursuing high quality services, although its price is higher. Therefore, Sports Club usually has relatively affluent target market and local promotions meeting the local demands. In this way, it is principal for a sports club to choose a right location.4.The environment in which an organization exits can affect industry or the individual organizations. An internal environment is the systems of the company, the effectiveness of which to a great degree rests with its culture, including micro and macro environment, competition intermediaries, and suppliers stakeholders. A micro environment is all those factors which lie beyond the organization, and a successful organization is contributed by those in the microenvironment, for example, the company, the distributors, customers, competitors and public, however, the macro environment indicates the lager forces which affect the way in which an organization operates and over which the organization has little or no control. These can be known acronym PEST.With the changing environment, PEST is also changing: first, in the political aspect: as the international communication developing, it is not simply domestic politics which will have influence on marketing strategy. Second, economically, suppliers have become more and more, as a result, competition has become more and more fierce, this will influence costs, prices and demand. Third, changes and trends in the sociocultural environment bring forth significant challenges. People's basic beliefs, attitudes and values are shaped by the society in which they grow up. Forth, developments and breakthroughs in technology give birth to new products and sometimes new industries.Following factors may affect Landed: the declining birth rate, growing demand for more technological toys, increased affluence, growth in competition from larger competitors, growing dominance of larger retailers.For the sake of getting over these risks, altering marketing mix, the company introduced some new products to satisfy different market meets, drew into added value products at higher prices, developed higher profile promotions to compete with rivals, and used sales team to develop good relationship with retailers.。
HND市场学outcome_1_考题及参考答案
1 please describe the purpose and importance of marketing research to organisations.(expected response:approximately 200 words)Answering this question you'll be asked to interpret the meaning of marketing research first, then explain the importance of marketing research.An explaination of the importance of marketing research to include points such as: Definition of marketing researchReferenceMarketing research is a systematic, objective collection and analysis of data about a particular target market, competition, and other environment inluding internal and external environment. It always incorporates some form of data collection whether it be secondary research or primary research which is collected direct from a respondent.The marketing research aims at meeting the needs of its market where a company needs to understand its customers. With the change or development internal and external environment of company, the product market will varies from many factors such as customers' wants or demands.Since meeting consumers' needs is the basic commercial laws, and important for the company's survival and profits making, the company can do some efforts to create more customers' utilities (satisfaction) by marketing research. With the coming of the products' market growing and mature, the quantity of competitors increases, there is no more space available of prodcts' profits making. In order to survive, to keep the existing profit, or to increase the profit, company have motions to explore the potential markets by marketing reseach.2 expected response: approximately 300 words.(a)describe and distinguish between primary and secondary data.Reference :Primary data is the information collected for particular(specfic) purpose at hand. Secondary data exists somwhere, gathered for another purpose.The difference between the primary data and the secondary data can be listed as follows:Just as its name implies, primary data is the first hand information, while secondary data is the seond hand information. That is to say, primary data is field research which is gathered by an organisation for its own specific purpose. Seondary data is desk or library research which is gathered from the library and internal organisation, etc. So we can conclude that secondary data is started first, the more expensive, time-consuming primary research will be used only when missing information has to be collected by marketing research.Secondary data comes from both the internal database and information publicly available(marketing intelligence). While primary data can gathered from outside the organisation.There is the difference in the instrument of the two data. Primary data can gathered through survey . We can survey the targeting by mail, phone, or internet. It can collected through observation by ethnographic research, or sending its staff to observe. It also can gaghered information by focus group interivewing and by experimental research. While the secondary data can be sorted from public available information and internal information. the public available information may include government's report of industry, the news of competitors' website, the references form library, free industry research database, public limited company's information, etc.(b)idetify the advantages and disadvantages of using secondary data.AdvantagesReference:There are five main (key) advantages of secondary data. The fist, it is cheaper and can be obtained more quickly. The seond, Vast quantities of information covering a wide range of subjects are available. The third, since secondary data exists somewhere, it has already been analysed and processed. The fourth, organisations have gathered information over many years and trends and patterns can be identified so that the data is used because public receive it undoubtedly. The last, Governments produce statistics about markets and consumer habits, so if the change of environment can be neglected, the resources about markets can be used.The disadvantages of secondary data includes as follows:it is provided to pulic, so it can not provide specific information for a particular organisation, that is to say , the rivals possibly have the same accesses to gain the similiar information. It ages easily , so it is possibly out of date. Secondary data is not specially prepared for the specific problem of marketing, so the outcome maybe be biased.(c)identify different secondary soures which the organisation in the case study might use.Government statistics about social trends from the Annual Abstact ofStatistics.The financial accounts of rival company.Sales records from within the company to identify growing/declining areas.Newspaper articles about the latest toy crazes in America.Census figures which highlight population changes.Government statistics about the state of the economy.3 explain how the organisation in the case study might use different types of marketing research. Provide realistic and relevant examples of types of marketing research which the organisation could use to improve its current business situation.(expected 400 words)The company could carry out questionnaires in retail outlets, such as retailers and other middlemen by telephone, personal talk or online.the company could visit parent and toddler groups to observe how children play with toys.The company could invite pre-school children to play in the observation room exlusively bulit for research, the marketing managers could watch or observe the children's behavior by scanners or through the window outside the observation room.The company hire an well trained person who was good at marketing research to observe the parent and children's buying behaviors.The company could organise focus groups to discuss new products with groups of 10-12year olds. The company could create a flexbile and comfortabletalk/chat environment, start from an interesting topic so as to calm down the groups, then induct them to speak their true views on the exploration of the new product.The company could carry out the quesitonnaires to make sure the customers' buying preference and their habbits of buying toys , by this process, the company can gain some resources about the development of the new products for added customer market which can be described with 10-12year olds.The company could send out questionnaires to the toy buyers for exsitingproducts in different retail stores such as toy stores , super markets, etc. The contact methods are available which are mail, phone, personal talk, and online. Ifthe outlay for marketing research is enough , the suggested method is personal talk. Because this method is easy to control the quality of research.The company could organise focus groups to discuss exsiting products with groups of pre-school year olds. Since the customers' characteristic, the form of research maybe variable and flexible. Maybe playing games with them is available while carrying out research. By chatting with them, marketing managers or marketing researchers can know their needs for the toys.Since the industry is becoming even more competitive, gathering more secondary data of rival company's marketing activities is a quite right choice. We can analyse the rival companys' sales figures to see how they had adapted their product ranges. We can go to library for basic reference of rival company, we can gain the free data from the government statistics of industry, we can also gain the information of rival company on the internet ,especially on the rival company's website which includes formal information and informal information like BBS' news.For gathering more information of rival company, we can use the ethnographic research.we can hire a person specially trained for marketing research. The person will observe the buying behavior of their own consumers and rival companys' consumer, then analysis the difference between the two kinds of consumers. Finally give the different marketing strategy .The company could use secondary sources such as government statistics to identify changes in the market place.The company could gather information of book order of government for the primary scholar or pre-school children through the report of government 's work which can be received freely and through government authoritative website.。
- 1、下载文档前请自行甄别文档内容的完整性，平台不提供额外的编辑、内容补充、找答案等附加服务。
- 2、"仅部分预览"的文档,不可在线预览部分如存在完整性等问题,可反馈申请退款(可完整预览的文档不适用该条件!)。
- 3、如文档侵犯您的权益，请联系客服反馈,我们会尽快为您处理(人工客服工作时间：9:00-18:30)。
ContentsI.Introduction (2)II.Discussion (2)1 Why is the company comsidering entering internationalmarkets (2)2 Secondary sources of information (3)3 The key opportunities and threats (4)4 The process of Spain market assessment (5)5 The modes of market (10)6 Why select this mode (11)III.Conclusion (11)IV.References (11)Report on PK ElectricsI.IntroductionPK Electrics was set up in 1987 in Ningbo, Zhejiang province, China. The company products cables, sockets, switches and light fittings and currently operating three factories all based in Zhejiang province. Over the years the organisation has developed a good reputation for quality and customer service. But over the last two years the rate of growth has begun to decline with sales rising 5% and profits by 2% last year. The management team are aware of big changes in international trading that have occurred over the last 10-15 years with the Chinese economy becoming more market-based and the more recent impact of China joining the World Trade Organisation in December 2001.II.Discussion1 Why is the company comsidering entering international markets•Market saturation•Market-related factors•Production-related factors•Personnel-related factors•Risk-related factors•Cost-related factors•Product life cycleIn the case, PK Electrics is part of market saturation. With rising economic growthand the rising disposable incomes, especially of the urban population PK Electrics has seen demand for its products grow as people seek improvements to their homes and living standards.2 Secondary sources of informationPK Electrics enter Spain market. But the company need to consult information about Spain market. The company could consult from the following professional organization:♦The World Trade OrganisationPK Electrics could get commercial information about Spain:•Goods schedules and tariff data•Services schedules and MFN exemptions•Trade Policy Reviews of Spain•Dispute cases involving Spain•DDA negotiating documents from or mentioning Spain(WORLD TRADE ORGANISATION, 06/18/2011)♦The World BankPK Electrics could get commercial information about Spain:•Income level•Economic policy and external debt•Infrastructure•Labor & social protection•Private sector – merchandise trade(THE WORLD BANK, 06/18/2011)3 The key opportunities and threatsPK Electrics has to understand PEST if it enter Spain market.♦Political:•Spain is a higher score signifies a less violent and politically more stable society.•the government introduced austerity reforms aimed at reducing the fiscal deficit to sustainable levels that reduced government employees' salaries,froze pension funds, and suspended public works.♦Economic:•interest rate stands at 1.00 percent•Spain Gross Domestic Product is worth 1460 billion dollars or 2.35% of the world economy, according to the World Bank. From 1960 until 2009,Spain's average Gross Domestic Product was 402.19 billion dollars reachingan historical high of 1604.24 billion dollars in December of 2008 and arecord low of 12.07 billion dollars in December of 1960.♦Sociocultural:•There are few elderlyies and they have small pensions in Sapin.•In daily consumption, Spanish larger demand.♦Technological:•Spain has defines its scientific and technological priorities focusing on not only its domestic needs but also the Community's ones.•Spain's technology enters the information age.(TRADING ECONOMIC, 06/19/2011)Then, PK Electrics may meet opportunity and threaten.♦Opportunity:•In daily consumption, Spanish larger demand. PK Electrics product all kinds of electrical items. The company can meet Spanish larger demand.•Spain is a higher score signifies a less violent and politically more stable society. It could offer PK Electrics a stable market.♦Threaten:•In the Spain, there are a lot of such PK Electrics. There are many competitors.•Spainish life habits have different from Chinese. PK Electrics spend much time on marketing research.4 The process of Spain market assessmentThis is PK Electrics the process of Spain market assessment:(Source: Mulbacher et al, International Marketing1999 International Thomson Business Press, London.)Stage 1: Corporate policyThe organisation had focused predominantly on the trade market. The management team are aware of big changes in international trading that have occurred over the last 10-15 years with the Chinese economy becoming more market-based and the more recent impact of China joining the World Trade Organisation in December 2001. They have recently met with Trade delegations from several different countries and are now looking outside China for new markets to enhance their growth and business performance.Stage 2: Market assessment criteriaThe measure of the market with customers and national policy related. Market criterias:•Income level•GDP•Population•Poverty headcount ratio at national poverty lineStage 3: Potential country marketsIn the beginning, there are two countries market: Spain and South Africa. In the Question 3, Spain PEST have been analysed. Next, South Africa PEST analysis:♦Political:The political arena has a huge influence upon the regulation of health care, the money available, the priorities for disease management. The market is not stable. PK Electrics consider issues such as:•ecological/environmental issues•current legislation home market•future legislation•SADC/international legislation•regulatory bodies and processes♦Economic:Marketers need to consider the state of a trading economy in the short and long-terms. This is especially true when planning for international marketing. PK Electrics need to look at:•home economy situation•home economy trends•overseas economies and trends•general taxation issues•taxation specific to product/services•market and trade cycles♦Sociocultural:The social and cultural influences on business vary from country to country. It is very important that such factors are considered. Factors include:•lifestyle trends•demographics•consumer attitudes and opinions•media views•law changes affecting social factors•brand, company, technology image♦Technological:Technology is vital for competitive advantage, and is a major driver of globalization. Consider the following points:•competing technology development•research funding•associated/dependent technologies•replacement technology/solutions•maturity of technology•manufacturing maturity and capacity(Wiki dot, 06/19/2011)Market criterias:•Income level: High income(Spain), Upper middle income(South Africa)•GDP: $1,460,250,360,148 in 2009(Spain), $285,365,879,676 in 2009(South Africa)•Population: 45,957,671 in 2009(Spain), 49,320,150 in 2009(South Africa)(THE WORLD BANK, 06/19/2011)Stage 4: Conditions (not) fulfilledThrough market criterias and PEST analyse, Spain’s conditions are fulfilled because Spain could offer a stable market. South Africa could not.Stage 5: Local products and Stop assessmentsAt first, stop South Africa assessments. The company must know local products. Local products has FAGOR, BERONOR, MATHIUS, ect.Stage 6: Success factors♦TechnologyThe company want to take in Spain market, and it have the strong technical support.♦Customer CareCustomers are god. The organisation have to develop a good reputation for customer service. This way of the enterprise for a long time.♦PromotionBecause the company is a foreign enterprise, it must increase the strength of promotion. Although initial cost greatly, it could bring long-term interests to the company.Stage 7: Distinctive competenciesPK’s products are selectively distributed using specialist electrical retailers, department stores and more recently DIY outlets.5 The modes of market(SQA, August 2005, International Marketing: An Introduction)PK Electrics should entry the mode is direct exports.6 Why select this mode♦Total controlDirect export of its products offers a company greater control over the entire export transaction and entitles them to greater benefits.♦Direct contact with customersDirect export could face to face customers. PK Electrics can better understand the needs of customers.♦ A sales representative plays the role of the manufacturer's representativeHe works on a commission basis. He uses the product manual and samples of the product, which he presents to the prospective buyers and entices them to purchase it. However, unlike an agent, who is entitled to take decisions on behalf of his company, a representative has no authority, and he takes no risk or responsibility of the product.III.C onclusionPK Electrics entry Spain market, which could increase profit.IV.References“Spain and the WTO”, (11/30/2009), (WORLD TRADE ORGANIZATION), Available: /english/thewto_e/countries_e/spain_e.htm(Accessed: 06/18/2011).“Data of Spain”, (12/31/2009), (THE WORLD BANK), Available: /country/Spain (Accessed: 06/18/2011).“SPAIN GROSS DOMESTIC PRODUCT”, (12/31/2010), (THE WORLD BANK), Available: /spain/gdp (Accessed: 06/19/2011).“PEST Analysis”, (05/12/2007 at 20:19), (Wiki dot), Available: /pest-analysis (Accessed: 06/19/2011).“Data of South Africa”, (12/31/2009), (THE WORLD BANK), Available: /country/Spain (Accessed: 06/19/2011).Scottish Qualifications Authority (August 2005), International Marketing: An Introduction, China Modern Economic Publishing House, Beijing.。