Beruflich Dokumente
Kultur Dokumente
PROJECT ON
TABLE OF CONTENT
1. INTRODUCTION
2. ABOUT NORTH AMERICAN MARKET
3. INTERNATIONAL MARKETING PLAN
4. SCORE CARD
5. EXCEL SHEET-RESPONSES
6. GOOGLE SURVEY FORM
INTRODUCTION
Creating an effective international marketing plan requires details about each country in which
your company wants to sell products or services. Many of the sections in an international
marketing plan look similar to a local marketing plan, but thats where the similarities end. For
instance, the objectives section might include marketing penetration goals or building brand
awareness, but they need to be tempered with a careful look at each countrys local situation.
The objectives may include reaching a certain return on investment or introducing your product
to help buyers in the new market become familiar with your brand. Your company also may want
to gain a share of the market due to increasing competition in that country from other companies
selling similar products.
Situational Analysis
Outline the opportunities your company sees in selling products and services in other countries.
Your plan should present an analysis of the culture of the country and the political and economic
conditions that indicates the country supports foreign companies. Include research about the
target market, such as the income level required for consumers to afford your offering. Examine
each countrys unemployment and inflation rates, and explain how they may affect sales.
Operations
The operations section of the marketing plan explains how your company will work with other
departments, such as manufacturing and distribution, to get your product into the hands of
buyers. Explain how you plan to handle logistics, transportation and warehousing challenges
unique to each country in getting your product to market, and outline how you will deliver the
product to retailers to sell in their shops.
Localization
Explain your promotional efforts, and indicate whether you plan to stick with one message for
your product no matter what countries you sell it in or how you plan to localize your message to
fit each country. You may need to break the message down further by using specific messages
that apply to each region within a country. Outline any new branding needed to meet the cultural
or economic expectations of each localized area in which you plan to sell your companys
offerings.
Pricing
Your plan should provide details about your pricing structure and explain how it differs from
country to country if thats your strategy. Note factors that influence the pricing, such as import
tariffs and shipping requirements. This section also covers how you set your prices based on
what the market can bear in that country. Describe your competition's pricing as well as how the
product value is perceived by your target market.
Tracking
Include a method for frequently reviewing your plan to identify changes in the political or
economic environment. That way, you can swiftly make adjustments to stay on track with your
companys marketing objectives and get the product to end users with as little interference as
possible.
Doing business is increasingly global in extent today. There are several reasons for this. One
significant
reason
is
technological
because
of
improved
transportation
and
MSCI
World
Index.
North America is a market with high penetration in most product categories. The average living
space of households is above that of other regions, which means space is available for both many
and large household appliances.
The North American market is more uniform than most markets, which has led to a relatively
high level of consolidation among producers and retailers. The three largest appliance
manufacturers in the US account for a major part of the market and around70 % of appliances
are sold via the four major retailers: Best Buy, Home Depot, Lowes and Sears.
The four largest manufacturers of vacuum cleaners represent more than 50% of the market.
Vacuum cleaners are sold mainly through supermarkets, discount stores and department stores,
such as Walmart, Target and Sears.
The degree of consolidation is also high among manufacturers and retailers of professional foodservice and laundry equipment.
Strengths
-experienced business units
-high growth rate
-reduced labor costs
Weaknesses
-investments in research and development
Opportunities
-venture capital
-growing economy
Threats
-growing competition and lower profitability
-price changes
-external business risks
products that promote a message of nail/skin health and natural ingredients. The Body Shops November
2014 launch of its Colour Crush line claims to be 100% vegan while also containing Community Fair
Trade marula oil. Zoya emphasizes a free from approach with its line of nail polishes.
A prominent theme among more niche nail brands in the past year has been natural and reduced-chemical
nail polishes. Natural/low-chemical nail polishes generate the highest level of interest among nail product
users, with 67% of respondents reporting interest. Similarly, 56% of nail product users report interest in
gentle nail care products. Concern about nail damage from frequent polishing as well as a broader
consumer concern about product ingredients is fueling interest in natural and gentle products.
Interest in natural nail care also extends to the salon market, as eco-friendly nail salons are becoming
more prevalent. While still a relatively niche concept, concerns about skin and nail health and the
chemicals used in nail products have led more salons to offer eco-friendly products and organic nail
treatments.
UNDERSTAND 4PS
SWOT ANALYSIS
STRENGTHS
Successful foray into all lifestyle product lines: fragrances, skincare, make-up
Vertical integration
OPPORTUNITIES
Counterfeiting
MARKET STRATEGY
Maintain relationships with a few key people who can help you inexpensively promote your
business. (i.e., bloggers, beauty editors,friends and family) Return the favor to them bu also
promoting their business and efforts. Meet, Greet, seek and find your audience. exhibiting at
trade shows and conferences helps your potential customer get to know you and your business.
Help someone else. You will attract aspiring entrepreneurs, people who are trying to reach your
level of success. Be a mentor to them and help them along the way however you can. By helping
others you help yourself The most important factor in a customers decision to buy a bath and
body care item is fragrance. So you need to make sure it is possible for the customer to smell the
product. For bar soaps, this just means a permeable package, but for liquids it means that you
have to be willing to supply product testers. Make your products unique and eye catching along
with having an overall cohesive brand so that they stand out among all the other products you are
competing with on store shelves and online. Pointing out the uniqueness of the products on the
packaging is equally important. For instance, some of our products are vegan and all are
vegetarian so we say that on every box, label, and catalog.
RANK(1-5)
2.76
3.2
3.14
2.88
2.9
2.78
2.84
3.04
2.88
3.1
NOTE: The data was collected through survey on 50 respondents and accordingly ranks
have been provided.