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Global Marketing - BHP Billiton

   

Added on  2020-10-04

18 Pages4707 Words36 Views
GLOBAL MARKETING

TABLE OF CONTENTS1.0 Introduction to report........................................................................................................22.1 Summaries from assignment 2........................................................................................23.0 Screening of selected markets .........................................................................................23.1 Stages of Process of Market Selection ............................................................................33.1.1 Reason Behind Market Selection .................................................................................43.2 Objectives.........................................................................................................................44.0 Appropriate market strategies as new organization..........................................................54.1 Alternative selection of target market and positioning.....................................................74.2 Process used for market selection.....................................................................................94.3Positioning for selected markets as manufacturing industry ..........................................104.5 Alternative generic strategies ........................................................................................105. Recommendations ...........................................................................................................115.1 Mode of Entry in Market ...............................................................................................125.2 Targeting the market.......................................................................................................125.3 Strategy of positioning...................................................................................................125.4 Generic strategy..............................................................................................................12CONCLUSION..............................................................................................................................12REFERENCES..............................................................................................................................141

1.0 Introduction to reportGlobal marketing is wide term that describes the promotion of business at internationallevel and also includes the expansion of products (Douglas and Craig, 2011). In this scenario,Analysis of BHP Billiton is to determine opportunities for firm to expand its business ininternational market. Screening of markets is taken in to consideration for the selection ofappropriate market. Various strategies of market selection are considered which helps the firm todetermine the target customers. At last, market segmentation, targeting, positioning, strategiesare also defined which are suitable for firm to expand its business operations.TASK 2 2.1 Summaries from assignment 2From analysis of report, it has been summarized that it focuses on analysing theopportunity for the company to enter new foreign market. In this, BHP Billiton company is takenin to consideration, which is dealer of coal in Melbourne, Australia. Market analysis of coalindustry of Thailand determines that coal power energy is a significant source and its demandwill continuous rise in demand in the future. Data analysis has determined in year 2036 ascompared to year 2014 (Matanda and Ewing, 2012). There is a continuous rise in market size andrates of growth in Thailand.Reports of United nations and foreign trade barriers has determined that there is acontinuous rise in population and it influences demand of coal power energy in Thailand.Analysis of BHP organization provides an understanding that it is market leader of commodityitems like iron ore, LPG, Coal and diamonds. Prices of coal is determined by the tariff and dutieswhich are imposed by ministry of petroleum and energy in country. Analysis of internal andexternal environment has determined the situation of BHP in international market. Application ofmodels has provided a completed understanding of stakeholder that provides impact on theoperations of BHP Billiton such as competitors, consumers, government and suppliers. It isconsidered that the company has the threat with its competitors, which they will resolve throughintroduction of new strategies.3.0 Screening of selected markets Marketing at global level involves various activities, which determines the opportunitiesfor the firms to enter in to new market. It is considered significant for the firms to targetsappropriate markets by considering market constraints- demand and supply that are in the2

market. For the expansion of marketing and business operations, BHP Billiton has to analyse thecharacteristics of market (Cheng, Kotler and Lee, 2011.). Analysis of competitive situation iswhich determines that the entity can expand its business in Thailand as there is continuous rise indemand and it has threat of only two competitors. Various approaches are considered by thefirm, which determines the application of selected market in which it will introduce the products.In the coal industry, USA is considered as biggest exporter of coal energy to Thailand but dataare considered which defines that there is a continuous rise in the demand of coal as it will beused as a major resource for the development of energy. BHP will have to incremental approachfor the selection of market in which it requires fewer resources. It is also suitable for entity as itprovides an experience of entering in to different markets.3.1 Stages of Process of Market Selection From the analysis, it has been determined that firm has to use an appropriate process of selectionof appropriate market. There are five steps of process which are mentioned belowStagesDescriptionStage 1Domestic legislations andpreferences of managementIt mainly involves the recognition of basic legislations of government andshould understand the preference of management for selection of appropriate market. Stage 2 Assessment of initial entryIt involves the identification ofchallenges which are to befaced in new market. BHPBilliton at this stage willanalyse the market threats andchallenges such as threat ofcompetitors, High bargainingpower of suppliers etc. It willselect the market in which3

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