International Marketing Plan - Khind Holdings Berhad Report

Added on - 22 Sep 2019

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INTERNATIONALMARKETING PLANKhind Holdings Berhad
Table of ContentsIntroduction......................................................................................................................................1Current Situation Analysis...............................................................................................................12.1 Competitor Analysis..............................................................................................................12.2 Customer Analysis.................................................................................................................12.3 Government Regulations........................................................................................................1Export Capacity...............................................................................................................................2SWOT Analysis...............................................................................................................................2Critical Success Factors...................................................................................................................3Objectives........................................................................................................................................36.1 Mission Statement..................................................................................................................36.2 Company Objective................................................................................................................3Target Markets.................................................................................................................................4Positioning.......................................................................................................................................4Marketing Strategies........................................................................................................................49.1 Product Strategies..................................................................................................................49.2 Pricing Strategies...................................................................................................................59.3 Place/Distribution Strategies..................................................................................................69.4 Promotion Strategies..............................................................................................................6Relationship Management with Distributor.....................................................................................6Advertising and Promotional Budget..............................................................................................6Sales Forecast..................................................................................................................................7Implementation................................................................................................................................7Recommendation and Conclusion...................................................................................................7References........................................................................................................................................81
IntroductionKhind Holdings Berhad is considered as an investment holding company which engages in theproduction, assembly, and trading of different home appliances. It is situated in Malaysia whichperforms its business operations internationally. It deals in different ranges of products like fanseries, beauty appliances, ironing appliances, water heaters, washing machines, kitchenappliances, water products, and refrigerator (Paliwoda, 2013). In this report, we will study theinternational market plan of Khind for penetrating the market of Thailand.Current Situation Analysis2.1 Competitor AnalysisThe nearest competitors of the Khind organization are Phillips, Toshiba and White DoveEnterprise. All these competitors are struggling more to achieve the no.1 rank in the market.They are following the different marketing strategies for attracting a large number of customerslike Product Differentiation (Radville, 2014). These strategies enable them to gain thecompetitive advantage in the market.2.2 Customer AnalysisThe potential customers for the Khind are those customers who are more concerned about theirlifestyle. It offers such products which enhance the lifestyle of the customers. Their product isspecially designed to satisfy the upper and mid class individuals who provide them highlysatisfaction and enhance their living standards.2.3 Government RegulationsThe government of Malaysia plays an important role in the marketing of the products.Government formulates various regulations for regulating the trade circle. It operates a system ofimport licensing and export licensing which helps in the organization in regulating the import2
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