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Global marketing
[Type the document subtitle]
9/23/2019
student name

Global marketing 1

Global marketing 2
Contents
Introduction......................................................................................................................................3
Market entry options........................................................................................................................4
Franchising..................................................................................................................................4
Advantages of franchising.......................................................................................................5
Disadvantages of franchising...................................................................................................5
Direct exporting...........................................................................................................................5
Advantages of direct exporting................................................................................................6
Disadvantages of direct export................................................................................................7
Indirect exporting mode...............................................................................................................7
Advantages of indirect exporting.............................................................................................8
Disadvantages of indirect exporting........................................................................................8
Selection of market entry strategy...................................................................................................9
Target market and segmentation......................................................................................................9
Geography basis.........................................................................................................................10
Demographic basis.....................................................................................................................10
Psychographic basis...................................................................................................................10
Behavioral basis.........................................................................................................................10
Positioning strategies.....................................................................................................................11
Conclusion.....................................................................................................................................12
References......................................................................................................................................13

Global marketing 3
Introduction
From the analysis of the previous assignment, the key findings and conclusion included
promotional tactics that have been playing significant role as the company is seeing opportunity
in Chinese market to enter and target the customer from the new market identified. The basic
target consumer behavior reflect that the customers that were interested in the purchase of
Arnott’s biscuit reflect the women consumers are large in number and young consumers are
interested in better flavors like chocolate. However one of the threats for the company while
entering into the Chinese market would be the cost of the production and competitions in the
industry. However, it was identified that the Asian market, specifically Chinese market can be
good opportunity for the company the company to invest and enter (arnotts, 2019).
The purpose of this report is to assess the suitable mode of entry for Arnott’s biscuit in China,
this may include various options, among which one of et most appropriate one will be
recommended to the company after analyzing key pros and cons of each mode. Moreover, the
target market segmentation would be done on the basis of various types of segmentation base.
The report will also discuss the brand position strategies for the company in Chinese market
(Adam & Kotler, 2014).