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Global marketing: Case Study on Market Entry Strategy of AVASS in Germany

   

Added on  2019-11-26

14 Pages4385 Words211 Views
RUNNING HEAD: GLOBAL MARKETING1Global Marketing AVASS, Germany Submitted by:

AVASS Germany 2Executive Summary The report is based on the market entry strategy of AVASS in Germany. The company plans to manufacture automobiles in segments of busses, cars, vans motorcycles and trucks. AVASS can use its effective marketing strategy to increase the Demand of battery vehicles. It derives the core strength and global marketing process that can enable the company in gaining competitiveness. The report provides the STP analysis and focus on every key element related to global expansion.Contents

AVASS Germany 3Introduction to report...............................................................................................................................................4Summaries from assignment 2.................................................................................................................................5Screening of market selection..................................................................................................................................5Reason to choose country........................................................................................................................................7Objectives................................................................................................................................................................8Mission....................................................................................................................................................................8Alternative market entry strategies as a new company............................................................................................:9•Market entry options...........................................................................................................................................9Greenfield Investments.....................................................................................................................................9•Target market selection, positioning and marketing mix options..........................................................................9•Generic strategic options for targeted segments...................................................................................................10Alternative target market selection, positioning....................................................................................................10Market selection process........................................................................................................................................10Outline possible positioning for each of target markets in manufacturing based entry mode..............................11Alternative generic strategies................................................................................................................................11Recommendations for preferred strategy for Country...........................................................................................12Market entry mode.............................................................................................................................................12Target market.....................................................................................................................................................12Positioning strategy............................................................................................................................................12Generic strategy.................................................................................................................................................12Conclusion.............................................................................................................................................................12References..............................................................................................................................................................13

AVASS Germany 4Introduction to reportGlobalization has led to multiple opportunities for the international brand to make an investment abroad. The Australian Brand AVASS has ample of opportunities to conquer the German Market. The German Government has made concrete steps toward replacing and reducing coal and nuclear products. The international market provide with opportunities to grow and expand business overseas. The developing technologies act as an important factor in Dealing with the organizational development (Debord, 2016). With advancement of Globalization, International trade and business opportunities have grown eventually. As a new brand they look out for different opportunities for market entry to introduce their product. The changes in the business model have created a major challenge for growing business internationally (DVD, 2017). The German Brands like BMW is penetrating in the Asian market is an example of global market strategy. Germany is known across the world as a leading exporter of luxury cars. In such a situation, it is suggested to gain competency in the German market as an electric car model (Abb, 2016). Summaries from assignment 2The ever-growing German Market is creating ample of opportunities for the international brand in term of electric buses and cars. The reduction in the tax on the electric bus acts as a motivational factor to seek business opportunities in Germany. Among all the European countries, Germany has an effective safety laws regarding free emission car. Most of the countries advocates clean and green environment. The sustainability initiative is an important factor in current market condition. The gap in the public transportation over the years has developed opportunities for the International companies to make advancement. The Australian Electric Bus manufacturer has many reasons to invest in the German market. By supplying fuel efficient cars, the company can gain a competitive advantage over the years (Amcthebest, 2015). The brand has years of Experience in the market and it very well understood the needs of the customers in the international market. This will allow in managing the potential changes taking place in the external environment. Screening of market selectionThe business in this industry includes both benefits and challenges. One of the major challenges is related to thecustomer perception and brand equity. Germany provides with multiple benefits regarding the tax benefit on

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