mix 答案

1. The Luckie Corporation must change present product design in order to enhance competitive power. And base on present product such as purse, wallets and handbags to innovate product category. The Luckie Corporation may produce leather belt, billfold as a new product lead to make attention to male market of 25-40 year-old in the EU countries. In point at different EU countries, the Luckie Corporation must realize that culture in EU countries will be a standard, which is a basic for innovation product. So the Luckie Corporation must set down the different product design in according to know different culture in EU countries. For example: the number of 13 is a wicked symbol in Spain, so the Luckie corporation should not make this number to be a logo on their product. Others, the invisible green always make English to feel sick. So the Luckie Corporation should not use invisible green to be their dominant hue in product.2. Brand is the personality that identifies a product, service or company (name, term, sign, symbol, or design, or combination of them) and how it relates to key constituencies: customers, staff, partners, investors etc. and The brand name is quite often used interchangeably with "brand", although it is more correctly used to specifically denote written or spoken linguistic elements of any product. The advantage of branding is that provide multiple sensory stimuli to enhance customer recognition. And others are that Customers who are frequent and enthusiastic purchasers of a particular brand are likely to become Brand Loyal. Even Well-developed and promoted brands make product positioning efforts more effective. And Strong brands can lead to financial advantages through the concept of Brand Equity in which the brand itself becomes valuable. In term of attention to branding, the brand is clear symbol that customer could identify easily, and it could be easily remembered by customer. Even the brand must comply with rule of brand in local law. The most important point is that could not infringe trademarks and brand in other company. For labeling, there are some information on the product. For example: the product description and manufacturer should be clearly on the product in order to make customer know information they want to know. Even the instructions for use and warning of product also should be stickup on the product. Finally, the date ofmanufacture is most important information that the customer care about on the product. In term of attention to labels, the languages must be suitable to target countries, and labels must abide rules of label law in local. Others, the labels must give correct product information to local customer.3. there are 5 pricing strategies that Luckie could choose--- price skimming, penetration pricing, cost-plus pricing, other acceptable, everyday low pricing. Penetration pricing is the reverse of skimming and involves the manufacturer setting a low price to gain market share. The price skimming is the introductory price that is used when a product is a new to a market place. It is often used with innovative products that are the first of a new design on the market. The penetration pricing strategy is the best choice to Luckie. Because if the Luckie desire to stand market share in EU lead to they must find out a suitable pricing to go into EU market. The Luckie could use a relatively low entry price as compared with competitive offerings. Through use this pricing, the Luckie creates cost control and cost reduction pressures from the start, leading to greater efficiency. And it creates high stock turnover throughout the distribution channel. This can create critically important enthusiasm and support in the channel. Even it discourages the entry of competitors. Low prices act as a barrier to entry target market.4. in according to market information such as age of customer, sex of customer and geography to help company to find out target market. in the case, Luckie identified the male market of 25-40 year-old as the one with the greatest potential in EU. There are 5 categories of promotion for international market: advertising, personal selling, public relations, sales promotion, direct marketing. For marke market of 25-40 year-old in EU, the Luckie could choose the advertising as a promotion tool in order to company must select the medium, such as television, radio, newspapers, magazines, internet. In my opinion, because local in EU is used to read newspaper and internet, the Luckic could take the product information on the front page of a newspaper, and that could more clearly pat attention to target customer. and this cost is very low. Evenalso could take product information into major websites on internet in EU. For sales promotion, the Luckie could use the exhibitions, coupons, sponsorship to act as promotion method. For example, the Luckie could hold a fashion fairs ready for promotional activates and new products designing. And even could give target customer some small gifts and Luckie-VIP free experiences of new product to attract them.5. There are three main methods of entry into an overseas market: selective distribution, exclusive distribution, intensive distribution. The selective distribution means appointing more than a few intermediaries but not all available intermediaries. The exclusive distribution is a situation in which only certain dealers are authorized to sell a specific product within a particular territory. The intensive distribution is A marketing strategy under which a company sells through as many outlets as possible, so that the consumers encounter the product virtually everywhere they go: supermarkets, drug stores, gas stations, and the like. Soft drinks are generally made available through intensive distribution. In my opinion, the intensive distribution is a best choice to Luckie. Because the Luckie impossibly obtain value of market in first when Luckie go into EU market. they should decision how to hold market share in value. And that leads to be everywhere the end customer might be and possibly buy your product offering. Such as supermarket, shopping centers, canteen. It could help Luckie to attract customer in everywhere, and even make their produce to be necessary in market in order to gain market share and great demand. But this method could not be continued in the future. In according to the different market condition, the Luckie may change different the distribution strategy.。