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论文作者:英语硕士论文论文属性:作业 Assignment登出时间:2012-05-29编辑:tinkle点击率:6540
论文字数:6028论文编号:org201205291352216467语种:英语 English地区:英国价格:$ 22
关键词:international marketingPEST analysisSWOT analysisentry modemarket positioningSTPmarketing mix4Ps4Cs
摘要:The purpose of this report was to develop an international marketing plan for Lowbake Australia. This report was divided into three parts: the first part was the situation analysis.
1.0 Introduction
Lowbake Australia (Lowbake for short) is an Australian company which has been established for 20 years and dealt with producing spray booths of high quality. Its services cover all business types, which including the automotive industry, aircraft industry, etc. The companies are BMW, Ford Australia, Nissan, General Motors Holden and many other companies (Company Profile, 2011). Entering into 2011, Lowbake hopes to further expand its revenue through international marketing, the country it has chosen for entry is India, and it intends to begin its marketing activities from Delhi and Mumbai. India has an area of about 316 million square kilometers which ranks seventh in the world. India is located in southern Asia, it is the largest country in the subcontinent of South Asian, it has a population of 1,210,200,000. Delhi is India's political, economic and cultural center and it is also an important transportation hub. It covers an area of 1485 square kilometer, it has a population of more than 10 million. Mumbai is one of the big cities in the west bank of India, it is also the largest port and cotton textile center, it is the capital of Maharashtra in India (India, 2011). The purpose of this report was to help Lowbake to develop its international marketing plans in India. Firstly, it was through PEST analysis on the Indian market and SWOT analysis on Lowbake to justify the choosing to enter India market. Secondly, according to Inter-relationship model to determine the entry mode, finally, it brought forward the marketing mix strategy based on STP model, 4P model and 4C model.
2.0 Situation analysis
2.1 PEST analysis about the Indian market
2.2 SWOT analysis about the company
3.0 Entry mode selection
4.0 Marketing mix strategy
5.0 Conclusion
Firstly, India is a market which has huge potential, it has good prospects for development of the industry and excellent political and economic conditions. To select India as the target of international marketing is correct for Lowbake. Secondly, through the exploration of the market environment in India, the analysis on Lowbake’s own conditions, products and strategies, the study proposed that the contract manufacturing model was appropriate for it to enter into the Indian market. This report defined Lowbake’s target customers as India's small car manufacturers, because small cars are sold best in India, small car manufacturers’ demands for spray booths are also the largest. This report figured that, according to the consumption demands of small car manufacturers’, Lowbake's products should be practical and cost-effective. Finally, in this report, it is believed that the relationship be本论文由英语论文网提供整理,提供论文代写,英语论文代写,代写论文,代写英语论文,代写留学生论文,代写英文论文,留学生论文代写相关核心关键词搜索。