International Marketing Assignment (Doc)
Added on 2020-05-16
11 Pages2365 Words68 Views
Higher Education
|
|
|
Running Head: International Marketing 1International Marketing of E-Bike Brands
International Marketing 2Executive Summary This report discusses about the international marketing practices of two different brands of E-Bikes. The report will basically compare and contrast the positioning strategies of both the brand. For the discussion, Australian company Dillenger and German company Bosch will be selected. Customers in different country have different taste and preferences. Both the companieshave to adopt various types of strategies and tactics in order to stay competitive in the market. The report will compare both the brands based on market segmentation, market diversification; positioning and market fit requirements and various segmentation variables. Based on the analysis, segmentation and positioning responses based on the market fit process for both e-bikesbrands will be developed.
International Marketing 3ContentsIntroduction......................................................................................................................................4Comparison......................................................................................................................................5Market opportunity analysis.........................................................................................................5Market segmentation....................................................................................................................6Market diversification..................................................................................................................6Positioning and market fit requirements..........................................................................................7Target customers..........................................................................................................................7Marketing mix..............................................................................................................................7Consumption and purchasing patterns.........................................................................................8Segmentation requirements.............................................................................................................8Demographic variables................................................................................................................8Lifestyle segmentation.................................................................................................................9Conclusion.......................................................................................................................................9References......................................................................................................................................10
International Marketing 4Introduction This report compares and contrasts two E-Bikes brands based on their effective marketing segmentation and product positioning techniques in the international market. International market is the process of doing business across the national borders by the companies. In the global marketing, it is crucial to understand how the products are perceived by the customers in the new market (Laker, 2017). For the discussion, Australian E-Bike brand Dillenger and German E-Bike brand Bosch is selected. Both the companies have expanded their businesses in the overseas market. Key objective of the report is to develop the segmentation andpositioning responses based on the marketing fit design process for these two brands of E-Bikes. The comparison in the report will be done based on market opportunity analysis for both the companies in the different countries including market segmentation and market diversification. Along with this, positioning and market fit requirements i.e. target customers, marketing mix andconsumption and buying patterns will be considered. At last, segmentation requirements will alsobe considered for both the companies. The brief description of both e-bike brands is as follows:Dillenger Pty Ltd -Dillenger Pty Ltd started its operations in 2007 as a company in Queensland, Australia. With the quickly developed production models, company has sustainable growth in the Australian market. New technologies in the electric bikes and intelligent motor controllers are the reason of huge improvements in the quality and reliability of electric bikes. Due to the reduction in the cost of electric bike components, the sales of e-bikes have enhanced. The marketof Dillenger has improved in the last 3 years and its products are now sold in all over the world (Dillenger Pty Ltd, 2017). Bosch E-Bikes Systems-Famous e-bike company Bosch started its operations in 1951 in Germany and now it has a strong presence in the market. In current time, company has over 70 leading bike brands in all over the world. Company provides high quality, powerful and reliability drive units along with durable batteries that make e-bike successful. Bosch E-Bikes Systems is working on the future ofmobility and economic and ecologic sustainability. The company has around 10,108 associates
End of preview
Want to access all the pages? Upload your documents or become a member.
Related Documents
Report on International Marketing of Dellinger Australialg...
|14
|2679
|53
The Marketing of the Ebikeslg...
|17
|3079
|62
Report on International Marketing of TEBCOlg...
|14
|2505
|46
Financial Information for Decision Makinglg...
|8
|1422
|79
Principles of Marketing: A Comparison of Nissan and Volkswagenlg...
|8
|1976
|97
Marketing Strategies for Mercedes-Benzlg...
|11
|3436
|78