国际市场营销计划书定版

1、International marketing planInternational marketing plan phone to enter the Brazil Market phone to enter the Brazil MarketTenth team membersTenth team members：我是国国我是销销我是无无我是敌敌我是舰队舰队李璐付美燕王梦圆李友辉高浩铖MI phone to enter the Brazil MarketMI phone to enter the Brazil MarketInternationInternational al Marketi

2、ngMarketing plan planwhatwhatwherewhereWhen When ：20162016whywhyhowhowMillet companyMillet companyProductProductChina marketChina marketBrazil MarketBrazil MarketpestpestswotswotPoliticsPoliticsEconomicsEconomicsSocietySocietyTechnologyTechnologyStrengthStrengthWeaknessesWeaknessesOpportunityOpportu

3、nityThreatThreatStrategy Strategy （战略）（战略）Internet technologyInternet technology2MI phone to enter the Brazil MarketMI phone to enter the Brazil MarketMillet companyMillet company1 .millet company is a focus on smart products independent research and development of mobile Internet companies.2 .for t

4、he fever and the birth of is the product concept of millet.3.The first use of the Internet model developed mobile phone operating system, fancier millet company involved in the development of improved model.小米公司是一家专注于智能产品自主研发的移动互联网企业，“为发烧而生”是小米的产品理念，小米公司首创用互联网模式开发手机操作系统、发烧友参与开发改进的模式。3Tenth Group Rep

5、ortMI phone to enter the Brazil MarketMI phone to enter the Brazil MarketMI phoneMI phoneMillet mobile phone products mainly include: millet mobile phone 1, millet mobile youth version, millet mobile 1s, millet mobile youth version 1s, millet mobile phone 2, millet mobile phone 2S, millet mobile pho

6、ne 2a, red cell phone 1, millet mobile phone 3, millet mobile phone 4, millet note.小米手机的主要产品有：小米手机1、小米手机青春版、小米手机1S、小米手机1S青春版、小米手机2、小米手机2S、小米手机2A、红米手机1、小米手机3、小米手机4、小米note4Tenth Group ReportMI phone to enter the Brazil MarketMI phone to enter the Brazil MarketInternationInternational al MarketingMarke

7、ting plan planwhatwhatwherewhereWhen When ：20162016whywhyhowhowMillet companyMillet companyProductProductChina marketChina marketBrazil MarketBrazil MarketpestpestswotswotPoliticsPoliticsEconomicsEconomicsSocietySocietyTechnologyTechnologyStrengthStrengthWeaknessesWeaknessesOpportunityOpportunityThr

8、eatThreatStrategy Strategy （战略）（战略）Internet technologyInternet technology5MI phone to enter the Brazil MarketMI phone to enter the Brazil MarketPest-PoliticsPest-Politics1.Brazil is Chinas largest trading partner in Latin America.2.the process of the modernization of Brazil to accelerate the develop

9、ment of a global power.3.Brazil local laws and regulations, such as millet company must be assembled in the local products.巴西禁止或限制外国资本进入的领域包括：核能开发、医疗卫生、养老基金、海洋捕捞、邮政、报纸、电视、无线电通信网络、国内特许航空服务以及航天工业等。手机行业没有政策限制。6Tenth Group ReportMI phone to enter the Brazil MarketMI phone to enter the Brazil MarketPest-

10、EconomicPest-Economic1.todays Brazil and China, Russia and India are known as the bric.2.Brazil believes that East Asia and Southeast Asia is one of the worlds most economic vitality of the region, attaches great importance to developing relations with Asian countries, especially political, economic

11、 and trade relations with China, Japan, India, South Korea and ASEAN countries.3. Brazil has a population of 210000000, per capita GDP more than 11000 U.S. dollars, is currently the worlds fourth largest single country intelligent machine market, more than 60000000 annual sales of intelligent machin

12、es.当今巴西与中国，俄罗斯和印度共称为“金砖四国”，巴西认为东亚和东南亚是当今世界最具经济活力的地区，重视发展同亚洲国家，尤其是与中国、日本、印度、韩国和东盟国家的政治和经贸关系。7Tenth Group ReportMI phone to enter the Brazil MarketMI phone to enter the Brazil MarketPest-societyPest-society1 .Brazil customers generally believe that the quality of Chinese products is very poor, this is

13、 an old concept.2. people can accept foreigners of different customs, and friendly, exclusive small.3. the polarization of the rich and the poor, the countrys wealth by 10% of all 75% of the rich.4.Brazil customer base for millet phone do not understand, the new things to accept the ability to accep

14、t less.5.Brazils cottage market and the smuggling market is very large, millet mobile phone may face the risk of being copied after the phone.贫富分化严重，全国75的财富由10的富人所有。8Tenth Group ReportMI phone to enter the Brazil MarketMI phone to enter the Brazil MarketPest-technologyPest-technology1. millet is a v

15、ery short time to create an innovative company, which has a number of patents is still less.2 .millet mobile phone running MIUI system based on Android system, in China Disabled Google related services, once the millet entered the Brazilian market and need to for Google services on its own system ma

16、de the corresponding adjustment.3.the rapid development of Brazils new technology, not only to encourage the country to vigorously develop the high-tech industry also encourages the introduction of advanced products and technology.小米手机运行基于Android系统的MIUI系统，在中国地区禁用了谷歌的相关服务，一旦小米进入巴西市场，需要针对谷歌服务对其自身系统作出相

17、应的调整。巴西高新技术发展迅速，不仅鼓励本国大力发展高新技术产业还鼓励引进他国的先进产品及技术。9Tenth Group ReportMI phone to enter the Brazil MarketMI phone to enter the Brazil MarketInternationInternational al MarketingMarketing plan planwhatwhatwherewhereWhen When ：20162016whywhyhowhowMillet companyMillet companyProductProductChina marketChin

18、a marketBrazil MarketBrazil MarketpestpestswotswotPoliticsPoliticsEconomicsEconomicsSocietySocietyTechnologyTechnologyStrengthStrengthWeaknessesWeaknessesOpportunityOpportunityThreatThreatStrategy Strategy （战略）（战略）Internet technologyInternet technology10MI phone to enter the Brazil MarketMI phone to

19、 enter the Brazil MarketSwotSwot-strength-strength1 .millet phone although the price is cheap, but the performance is good.2. millet phone using the network marketing approach, is very attractive to attract a lot of young consumers love fashion.3.Brazil region is vast, rich in resources.4.the politi

20、cal risk is low, the Brazil economy is stable, economic policy is mature.5. Brazil has a large population, and have different levels of consumption and habits, domestic demand6.people can accept different customs of foreigners and can get along with each other, small.小米手机极高的性价比。11Tenth Group ReportM

21、I phone to enter the Brazil MarketMI phone to enter the Brazil MarketSwotSwot-weaknesses-weaknesses1 .millet phone in the local has a lower visibility, and by the Brazil consumers for the poor quality of Chinas manufacturing misunderstanding.2 .due to the high cost of logistics, tax and warehousing

22、in Brazil.3.Brazil tax types, tax rate is high, tax as many as 58 kinds of.4.laws and regulations are numerous and complex.5.capital costs are too high, Brazil is one of the worlds four highest rates of interest rates.6.foreign personnel is difficult to obtain a work visa.小米手机在当地拥有较低的知名度，并受到巴西消费者对于中

23、国制造质量较差的误解。12Tenth Group ReportMI phone to enter the Brazil MarketMI phone to enter the Brazil MarketSwotSwot-opportunity-opportunity1 .Brazil rapid economic development, with a huge mobile phone market elligent machines in Brazil, the development of more and more promising, and preferen

24、tial policies.3. Brazil assembly industry is very strong, zero component industry is very weak, the Brazil government to strengthen the introduction of foreign zero component industry, the introduction of preferential policies.巴西组装工业十分强，零组件工业十分弱，巴西政府加强引进外国零组件工业，实行优惠政策。13Tenth Group ReportMI phone to

25、 enter the Brazil MarketMI phone to enter the Brazil MarketSwotSwot-threat-threatpotential entrants (weaker)1.non smart phone production enterprises, production has a great advantage, but the lack of support for high-end technology, may occupy the low-end market.2. mobile operators, this kind of com

26、petition is strong, scientific research funds, technical support3. to provide the operating system for the smart phone operators, such as Microsofts phone windows operating system, Android Google operating system.潜在进入者（较弱）14Tenth Group ReportMI phone to enter the Brazil MarketMI phone to enter the B

27、razil MarketSwotSwot-threat-threatAlternatives: ordinary mobile phones, tablet PCs and new products (weak)1.ordinary mobile phone and tablet prices generally lower than the smart phone.2.ordinary mobile phone can not provide more advanced features, such as the Internet, tablet PC communication funct

28、ion is weak.3.new product development speed, product replacement speed.替代品：普通手机、平板电脑和新产品（较弱）15Tenth Group ReportMI phone to enter the Brazil MarketMI phone to enter the Brazil MarketSwotSwotthreatthreatBuyers (weaker)1.Brazilians have different levels of consumption levels and habits, the polarizati

29、on of the rich and the poor, the countrys wealth by 10% of all the rich, the bargaining power of the high and low.2.customers are more sensitive to the market price of smart phones, but less understanding of production costs.购买者（较弱）16Tenth Group ReportMI phone to enter the Brazil MarketMI phone to e

30、nter the Brazil MarketSwotSwotthreatthreatSupplier (general)1.suppliers more, and the size of the larger, it is difficult to control the market, the concentration is lower than the buyers.2. smart phones on the parts of the suppliers dependence is very strong, especially the key parts, such as CPU c

31、hip.供应商（一般）17Tenth Group ReportMI phone to enter the Brazil MarketMI phone to enter the Brazil MarketswotswotthreatthreatExisting industry competition analysis (strong)1.the Brazilian market smartphone sales mainly concentrated in six major international brands, apple, Samsung, Motorola, LG, Microso

32、ft, Nokia and Sony, millet to occupy an important place in the Brazilian market, we must and the well-known brand competition.2 industry development speed: the smart phone market is developing rapidly, the existing competitors are competing to improve the delivery volume to meet the consumers consum

33、ption.现有行业竞争分析（较强）18Tenth Group ReportMI phone to enter the Brazil MarketMI phone to enter the Brazil MarketInternationInternational al MarketingMarketing plan planwhatwhatwherewhereWhen When ：20162016whywhyhowhowMillet companyMillet companyProductProductChina marketChina marketBrazil MarketBrazil M

34、arketpestpestswotswotPoliticsPoliticsEconomicsEconomicsSocietySocietyTechnologyTechnologyStrengthStrengthWeaknessesWeaknessesOpportunityOpportunityThreatThreatStrategy Strategy （战略）（战略）Internet technologyInternet technology19MI phone to enter the Brazil MarketMI phone to enter the Brazil MarketCompe

35、titive strategy analysisCompetitive strategy analysisDifferentiation strategyDifferentiation strategy1. Product differentiation（1）Good phone quality, cost-effective（2）Specially optimized MIUI system2. Marketing differentiation(1) Dont rely on advertising(2) Hunger marketing, word of mouth marketing,

36、 event marketing, social platform marketing3. Service differentiation Internet sales model20Tenth Group ReportMI phone to enter the Brazil MarketMI phone to enter the Brazil Market4. Personnel differentiation(1) From Microsoft, Google, Motorola and other IT companies of outstanding software engineer(2) Experienced and dynamic team5Image differentiation(1) The positioning of the mobile phone fancier(2) Depth customization system6. Competitor differentiation(1) Friendly, convenient and more practical operation experience21Tenth Group ReportMI phone to enter the