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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:6513
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.
论文题目:international Marketing Plan
论文语种:英文
您的研究方向:international Marketing
是否有数据处理要求:否
您的国家:英国
您的学校背景:
要求字数:5500
论文用途:mba毕业论文
是否需要盲审(博士或硕士生有这个需要):否
补充要求和说明:保证在我收到论文后再传到turnitin后的相似度小于5%
International Marketing Plan
Executive Summary
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. It made use of PEST analysis to analyze the Indian market, it used SWOT analysis to explore the competition Lowbake faced in the market. Based of the results of analysis, it drew a conclusion that, to select India as an international marketing object was correct, Lowbake should use SO strategy to rely on its own advantages in technology, services and other areas, making use of India's huge https://www.51lunwen.org/marketing/ market potential and good opportunity for the development of the industry to gain market share in India's market of spray booth. The second part proposed that what mode the company should choose to enter into the Indian market. This part first briefly introduced the characteristics of the three kinds of models: exporting entry mode was characterized by low control, low-risk, low investment; the characteristics of contract manufacturing model included control of moderate levels, middle-level investment and risks; joint venture entry mode has high control, high risk and high investment. Then this report was in accordance with inter-relationship model to analyze the characteristics of the Indian market, Lowbake’s management features, product characteristics and strategy characteristics. Based on the characteristics, this report put forward that the entry mode chosen by the company should have the characteristics of high control, low risk, low investment. Considering the characteristics of exporting mode, contract manufacturing mode and joint venture mode, the report believed that Lowbake could make use of contract manufacturing model to enter into the Indian market. The third part was to make recommendations for Lowbake’s marketing mix strategy in India. This part first used STP model to analyze that Lowbake should take A-level car manufacturers as its target customers, because India's A-level cars were sold best in India, the car manufacturers have a high demand for spray booths. In addition, Lowbake’s spray booths have the technical, practical and cost-effective characteristics, which was in line with consumption demands of these enterprises’. Then, this report was based on 4Ps and 4Cs to put forward the marketing mix strategy from four aspects, it proposed that Lowbake should combine 4Ps and 4Cs strategies together to play their strengths and avoid their weaknesses.
In other words, after selecting its valuable customers, Lowbake was through its product mix, price mix, marketing strategy and channel strategy and innovation to provide its customers with convenient and efficient service. When enhances its interactive marketing and communication with customers, Lowbake may reduce its costs of products, services and marketing as much as possible.
Keywords: international marketing; PEST analysis; SWOT analysis; entry mode; market positioning; STP; marketing mix; 4Ps ;4Cs
Table of Content
1.0 Introduction…………………………………………………4
2.0 Situation analysis……………………………………………...4
2.1 PEST analysis about the Indian market……………………………………...4
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