Strategic Marketing for Desklib's Expansion in China with UHT Milk

Strategic marketing

Executive summary
This project reports summarise analysation of products for company and country in which they
can expand their operation. It also includes macro environment analysis in order to identify
factors that are present outside and create threats to the business. It also summarises different
modes of entry in order to enter the international market. This report consists of the marketing
segment to this firm can target. Moreover, it consists application of Porter’s generic strategies in
order to analyse competitive factors in the industry.

Contents
Executive summary.........................................................................................................................2
Contents...........................................................................................................................................3
INTRODUCTION...........................................................................................................................1
MAIN BODY..................................................................................................................................1
1. Recommendation of products or service and a country along with providing macro
environment analysis which explains different opportunities as well threat face by client
within market...............................................................................................................................1
2. Critical assessment of three modes of market entry which can be suitable for client along
with recommendation for most suitable option with justification...............................................4
3. Application of market segmentation and targeting to critically evaluate potential target
market of client............................................................................................................................5
4. Application of porters generic strategy and explanation of how a client can gain competitive
advantage by using this generic strategies in recommended market...........................................6
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9