Business to business marketing management

INTERNATIONAL
MARKETING
STUDENT DETAILS
STUDENT DETAILS

MARKET ENTRY PLAN 1
Table of Contents
Introduction................................................................................................................................2
The profile of Sydney and Melbourne market in relation with the purchase and consumption
of stylish bags and fond of leather goods...................................................................................3
Market Segmentation.............................................................................................................3
Market entry strategy.................................................................................................................5
Frameworks for pricing, distribution and promotional strategies..............................................6
Pros and Cons of collaboration market entry mode...................................................................6
Pros.........................................................................................................................................6
Cons of the collaboration entry level strategy........................................................................8
Conclusion................................................................................................................................10
References................................................................................................................................11

MARKET ENTRY PLAN 2
Introduction
Market entry strategy is the planned and delivery method so that an organization can
deliver their specific goods or services to a new targeted market. In terms of import and
export, market entry refers to the creation and establishment of contracts in a foreign country
(Zimmerman & Blythe, 2017). For this report, selected company is the Java Pty Ltd. The
headquarter of the company is situated in China. In 2010, Java Pty Ltd. was established and
the company makes stylish bags. Now, the management of the organization is planning to
establish their operations in the Australia. In Australia, Java Pty Ltd is mainly targeting
Sydney and Melbourne city. In this report, there will be discussion about the profile of the
targeted market with the operations of the company because it is important to study the
behaviour of the targeted audience in the targeted market. Apart from this, effective market
entry mode will be identified in this report. Later on, the pros and cons of the chosen market
entry mode will be discussed.

MARKET ENTRY PLAN 3
The profile of Sydney and Melbourne market in relation with the purchase and
consumption of stylish bags and fond of leather goods
The company wants to establish their business of stylish bags and fond of leather
goods in the market of Sydney and Melbourne. Before establishing their business, it is
required that management should conduct a check on the profile of the market for judging the
psychological parameters of the targeted audience in relation with the products that the
company is going to launch (Abdullah & Safari, 2018). The people of Melbourne and Sydney
consider stylish bags and fond of leather goods at priority while thinking about their fashion
accessories. Traditionally, the designer fashion business has traditionally dominated by ready
to accept accessories but since 2012, it has been noticed that social media has transformed the
fashion accessories business in Australia from ready to accept cycle to the lucrative
accessories market. Thus, the company have to work accordingly the current market cycle in
order to fascinate buyers towards. As it is also analysed that the company may face intense
competition from the Coach Handbags, Marc Jacobs, Gucci, Chanel, Source, Louis Vuitton,
etc. Apart from this, according to the statistics by Australian Fashion Council it is analysed
that in 2018, Australian fashion industry stood at the net worth of $11.7billion (Aguelakakis
& Yankelevich, 2019).
Market Segmentation
In this part, market research will be done on the bases to divide a market potential into
groups and segments based on different characteristics. This segmentation will be done on 4
bases such as demographic segmentation, psychographic segmentation, behavioural
segmentation and geographic segmentation.