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International Marketing TABLE OF CONTENTS Executive Summary

   

Added on  2020-06-04

12 Pages3455 Words103 Views
Business DevelopmentLanguages and CulturePolitical Science
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International marketing
International Marketing TABLE OF CONTENTS Executive Summary_1

TABLE OF CONTENTSExecutive summary..........................................................................................................................1MARKETING ENVIRONMENT...................................................................................................11) PEST..................................................................................................................................12. SWOT analysis...................................................................................................................3Competitive review..........................................................................................................................5Market entry strategy ......................................................................................................................5Positioning.......................................................................................................................................6Marketing objectives........................................................................................................................6Marketing strategies.........................................................................................................................7Target market..........................................................................................................................7Marketing mix........................................................................................................................7RFEFERENCES..............................................................................................................................9
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Executive summaryInternational marketing of business in very crucial aspect that requires lot efforts toincrease the products' recognition among customers.Present reports is based on analysisinternational marketing opportunities for Global soft drink company which has its operations indifferent countries. Increase in economic growth of China has increased the per capita income ofpeople and provide them ability to buy products in market. Economic growth in different partsover recent years have served to exacerbate many of economic and social difference that alreadyexists between the different provinces. Findings of research has provided an understanding thatorganisation needs to target middle class, youngsters and health conscious people for selling theirproducts. MARKETING ENVIRONMENT1) PESTSignificance of marketing has been increased over the last several decades as a result ofincrease in competition which is caused by globalization, advancement of technology, increasingrole of internet and other reasons (Terpstra, Foley and Sarathy, 2012). In the present context,Global soft drink has recently acquired a small business enterprise which is a producer ofsmoothies and yoghurt based beverages. Company needs to expand its business in Chinesemarket because their products are currently marketed only in the UK. For assessing theattractiveness of global increase of this product in Chinese market, various factors are analysedwhich affect the expansion of business in international market.Political and legal forcesEconomic forcesPolitical condition in China Changes in nature of businessIntroduction of new laws andlegislationReforms in rights of consumers Increase in economic growth of China Economic growth in different partsover recent years Increasing standards of livingInflation rate in China Socio cultural forcesTechnological forcesChanging perception of consumersIncreasing busy lifestyle of consumersChanging work patternsMore discriminating attitudes of Moderate investments of R&D in food and beverage industryIntroduction of new communication channels1
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consumers towards product qualityContinuously improving the knowledgemanagement systemPolitical condition in China provides major influence on the marketing of new product.Non-alcoholic drinks mainly fall in the category of Introduction of new communication channelsby technological advancement such as social media application, messages, e-commerce websiteand digital marketing that have provided a great opportunity for organisation to improve itsmarketing (Berthon and et.al., 2012). It helps in providing information to numerous people aboutnew beverage products in less time duration. FDA and the government play an important role inmanufacturing of these products. Introduction of new rules related to accounting, taxes,international marketing and changes in labour law within China will also provide a huge impacton company. Further, reforms in rights of consumers within China also provide influence on themarketing of products in China. Apart from this, increase in economic growth of China has increased the per capitaincome of people and provide them ability to buy products in market. Economic growth indifferent parts over recent years have served to exacerbate many of economic and socialdifference that already exists between the different provinces (Papadopoulos and Heslop, 2014).Increasing standards of living of people will also provide influence on the sale of this productbecause people concentrate more towards purchase of quality products and services. Further,inflation rate in China is also increased with economic growth which has provided impact on thecost of material and increased the prices of products in market.Continuous changing perception of youngsters towards purchase and consumption ofhealthy products has created a huge demand of health products. Thus, company will tend toachieve its desired sale of new Yogurt beverage in the Chinese market. Company can also takeadvantage of increasing in engaged lifestyle of consumers in china (Czinkota and Ronkainen,2013). People with this lifestyle are more likely to purchase ready to eat food products like thoseof company such as smoothies, yogurt beverages and soft drink, etc. Moreover, company alsohas an opportunity to continues enhancing its products quality to achieve high revenue in relationwith continuously discriminating attitudes of customers in China about the product’s qualityIn addition to this, on the basis of moderate research and development investments,global soft drink company has an opportunity to boost its own R&D in order to improve its2
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