HND国际营销导论

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IndividualReport

InternationalMarketing:Anintroduction

Outcome1and2

CandidateName:

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Tableofcontents

1Introduction

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2Findings

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2.1ExplainWildhorseAutomobileenteringinternationalmarketsreasons

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2.2TwosourcesofinformationthatWildhorseAutomobile

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2.3Keyopportunitiesandthreatsassociatedwithentryinternationalmarket

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2.4WildhorseAutomobilewouldusetoselectwhichmarketstoenter

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2.5ThemodesofmarketentryavailabletoWildhoresAutomobile

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2.6ThemostappropriatemethodforWildhorseAutomobiletoentrymarket

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3Conclusion

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4Reference

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1Introduction

ThisreportdescribestheWildhorseAutomobiletoentertheoverseasmarket.Thisreportconsistsofsixparts.Reportedthecontentsofthepackagewildhorsewhyentertheinternationalmarket.Wildhorsecompanyidentifiedtwomarketstoenterthesourceofinformation.Ofthewildhorses.Whatmethodsofautomobilecompaniestoentertheoverseasmarket.Selecttheappropriatemethodstoentertheoverseasmarketandevaluatethecriteriayouuseinmarketing.Wildhorsecarcompanieschoosetherightwaytoentertheoverseasmarket.Thewildhorseofthecartoassessthestandardofyourmarketinginthemarket.

2Findings

2.1ExplainWildhorseAutomobileenteringinternationalmarketsreasons

Internationalmarketingistheapplicationofmarketingprinciplesinmorethanonecountry,bycompaniesoverseasoracrossnationalborders.Internationalmarketingisbasedonanextensionofacompany’slocalmarketingstrategy,withspecialattentionpaidtomarketingidentification,targeting,anddecisionsinternationally.

China'sproductioncostsrise,thepriceoftheWildhorseAutomobile’scarpriceswillleadtoadeclineinsales.Therefore,thewildhorsecarcompaniesshouldlookfortheproductionoflow-costoverseascountries.

Nationalpolicyrestrictionsonthecountry'sresources.Companyrespondstothegovernment'spolicy.SoWildhorseAutomobilecompanytobuildfactoriesinoverseascountries.

TheWildhorseAutomobilecompanyproductsduetoecologicalcausesofpoorsales.Ecologicalfactorsinfluencetheproductionefficiencyofthecompany.Socompany'sproductsaresoldoverseas.

TheWildhorseAutomobileCompanyinordertocompetewithrivals.WildhorseAutomobileCompanytoincreasetheshareofoverseasmarketsandenhancethecompany'sinfluence.WildhorseAutomobileCompanytoexpandoverseasmarkets.

2.2TwosourcesofinformationthatWildhorseAutomobile

Companyresearchmethodsincludeprimaryresearchandsecondaryresearch.Companiescanusesecondaryresearchwaystogatherinformation.Theadvantagesofsecondaryresearchincludesconvenientsavemoneyandresearchstaffdonotneedtohavetoomuchexperience.Butsecondlyresearchinformationwithuncertainty.

Companiescanbeusedthroughtwointernationalorganizationstodosecondaryresearch.

TheEuropeanUnionwasfoundedinNovember1,1993.EUtosetupBrussels.EUofficialwebsite:Europa.euTheEU'saimistheestablishmentofinternalbordersbyaspace,strengthencoordinationtodevelopandestablishtheeventualintroductionofaunifiedcurrencyEconomicandMonetaryUnioneconomic,social,andpromotebalancedeconomicandsocialdevelopmentofMemberStatesthroughtheimplementationoftheCommonForeignandSecurityPolicy.EUcaremissionshasstrictcriteria.EuropeanEmissionsDirectivecertificationstandsfornon-roadmobilemachineryemissionscertification,theEnglishtranslationof"EmissionsFromNon-roadMobileMachinery",referredtoas"NRMM".China'sautoexportstoEuropeneedtoreduceautomobileexhaustemissions.China'sautoexportsemissionsmustcomplywithEUvehicleemissionstandards

InternationalOrganizationforStandardizationbecalledforshortisISO.ISOwasfoundedin1946.ISOofficialwebsite:

/iso/home.html

.ISO'spurposeis:topromoteworldwidedevelopmentofstandardizationtofacilitateinternationalexchangeofgoodsandmutualassistanceandtoexpandcooperationinintellectual,scientific,technologicalandeconomicaspects.ISO'sheadquartersinGeneva,Switzerland.ISO/TS16949-2002theInternationalAutomotiveTaskGroup(IATF)inISO9001:2000qualitymanagementsystembasedonthecombinationoftherequirementsoftheinternationalautomotiveindustry,automotiveproduction,enactedin2002,theservicememberorganizationofinternationalqualitysystemrequirementsstandard.China'sautomobilecompaniessupportingplantrequirementsmorestringent,requiringhighquality,butalsorequiresthesuppliertostrictlycontrolcostsandimproveefficiency.TS16949providesaunifiedcandevelopqualitymanagementsystemmodelfortheautomotiveindustry.Chineseautocompaniescontinuetodeepentheimplementationofcontinuousimprovement,strengthendefectprevention,reductionofvariationandwaste,willmakethemanagementsystemmoreoptimized,sothatautocompaniesinthemarketcompetitioncontinuedtomaintainacompetitiveadvantage.

TheoverseascarwebsiteincludesCarmax.Theoverseasmagazinesincludes<Automotorandsport>isfromGermanyand<AutomotiveNews>isfromAmerica.WildhorseAutomobileCompanycanincludeinformationfromforeignwebsiteandmagazines.

2.3Keyopportunitiesandthreatsassociatedwithentryinternationalmarket

Primaryresearchshouldpayattentionincludes:

Primaryresearchincludeslocalpolicylocaleconomyandlocalculture,Companiesshouldbefamiliarwiththecultureofthetargetcountryisconducivetotheacquisitionofthetargetcountryinformation.Itisconvenientforthecompanytounderstandthelocalcultureandcommunicatewiththelocalpeople.Thegovernmentpolicyofthetargetcountrycanaffectthedevelopmentoftheenterprise.Tounderstandlocalpoliciescanavoidthelossofenterprises.Thetargetcountry'seconomywilldirectlyaffecttheincomeoftheresidentsofthetargetcountry.Thecompanyproducesthecarthatissuitableforthetargetcountrythroughthelocaleconomiclevel.Thecompany'scarsgomoresmoothlyintothetargetcountry.

Thewildhorseautomobilecompanycanobtaintheinformationinthese3publicplaces.Forexample,theofficeoftheparkinglot,carwashshops,tollstations.Companiesfromtheofficeoftheparkinglottogetinformation,thecompanycanunderstandthepopularcarmodelsandtheuseof.Getinformationfromthecarwashshop,thecompanycangetthepopularcarpriceinformationtorecord.Companiesproducethemostattractivecarsthroughtheacquisitionofinformation.Companiescancollectinformationfromthetollstation,thecompanycanknowthedifferentcarcharges,speedandperformanceofacarrunning,youcanfindalong-distancecarrunningmodels,whichisconducivetothecompany'scarsales.

Externalenvironmentincludessixfactors,divideintopolitical,legal,social,natural,technologicalandeconomic.

Politics,includingthegovernment'senergyconservationandemissionreductionpolicies,foreignpolicyandvehiclecontrolpolicy.

Economyincludespercapitaincome,unemployment,consumptionlevel.

Society,includingpopulation,localeducationlevelandtheproportionoflocalpopulationage.

Technologyincludestechnicalworkers,technicaloptimizationandupdatingoftraditionaltechnologies.

Nature,includingairpollution,naturaldisastersandwasteofresources.

Thelawincludeslocallawstoprotectlocalcarcompanies.

TheopportunityofWildhorseAutomobileCompanyintheoverseasmarketincludes:

Technological:Targetcountry’sgovernmentrequiresimportedcarsmeetthestandardsofenergyconservation.Sotargetcountryhashighdemandfornewenergyvehicles.Chineseautocompanieshavegreatdevelopmentinthenewenergy.China'sautocanexportstotargetcountries.TechnologycanhelpWildhorseAutomobilecompanyincreasesales.

Economy:thetargetcountry'seconomicrecovery,thetargetcountry'semploymentraterises,thetargetcountry'spublicdemandforthecarincreases.Sothepublicdemandforcarsisworkinginthetargetcountry.Chinesecarshavepriceadvantage,whichisconducivetothesaleofthetargetcountry.

ThetechnicalthreatofWildhorseAutomobileCompanytoentertheoverseasmarketincludes:

Social:Developedcountriescarbrandisgoodintargetcountrypublic’sheart.But,Chinesecarbrandhasbadimpressionintargetcountrypublic’sheart.BadimpressionofbrandcaninfluenceChineseautomobileefficiencyintargetcountry."MadeinChina"inapartoftheforeignmarketimpressionisinferior,Chinaneedstochangetheimpressionofthebrand.PromotionofbrandimagecanpromotethesalesofChineseautomobilebrand.

2.4WildhorseAutomobilewouldusetoselectwhichmarketstoenter

Whenacompanytooverseasmarketneeddomarketresearch.Theresearchincludesprimaryresearchandsecondaryresearch.Secondaryresearch’swayincludescollectinformationfromavarietyofreliablesources.Atthisstagesuchtechniquescanbeused.

Screenthecollectedinformationusingsetcriteria,e.g.asintheBusinessEnvironmentalRiskIntelligence(BERI)index.

Selecttop-scoringcountriesorregion

Applysecondaryscreeningcriteriausingdatafrommarketsandthebusiness,e.g.marketattractiveness/competitiveadvantage(GEmatrix)

Selectbestcountry(ies)andregion(s)toenter.

Prepareaninternationalmarketingplan/strategy

6.1Theselectionofthemostappropriateentrymode

6.2Theselectionofthemostappropriatetargetmarkets

6.3Theselectionofanappropriatemarketingmixsuitedtothecountryandtargetmarket.

2.5ThemodesofmarketentryavailabletoWildhoresAutomobile

TheInternet

ThepopularityofInternetcomputersandmobilephoneshasshortenedthedistancebetweenpeopleandimprovepeople'sworkingefficiency,whichisgoodforinternationalmarketing.Internetmakesinternationalpaymentsmoreconvenient.Theadvantagesoftheinternationalnetworkofthebuyerandthesellerincludingsecurityandfast.TheInternetcanmonitorlogistics,makelogisticsmoresecure,andpromotetradebetweencountries.

Exporting(DirectandIndirect)

Directexportscanenableenterprisestoquicklyselltheirproductsintheinternationalmarketataverysmallstart-upcost,intermsoffixedassetsdoesnotrequireorrequiresonlyasmallamountofinvestment,sothereislittlerisk.Intheinitialexploratoryexport,onthebasisofprevioussuccess,theenterprisebyincreasingtheexportvolumeofexportlinesandenterthenewinternationalmarket,soastograduallyincreasetheexportvolume.Directexportcanenableenterprisestoaccumulatealotofinternationalexperience,sothatenterprisesintheprocessofinternationalizationofthemorefaraway.

Indirectexportmaybeagoodwayforenterprisestoentertheinternationalmarketforthefirsttime.Manufacturersneedonlyalittleknowledgeofforeignorforeignmarkets,butalsobecauseofthis,ithasseparatedthemanufacturersfromforeignmarkets.Indirectexportsreducetherisk.

ContractualAgreement

Contractmodeisanon-equitycontractsignedbetweentheenterpriseandthetargetcountry,theformerpatent,technology,experience,management,humanresourcesandotherintangibleassetsforthelattertouse,andfromthelattertoobtaineconomicbenefitstoshare.Contractisawaytoentertheforeignmarketthroughtheoutputofknowledgeandtechnology.Contractmodemainlyincludes:licensemode,franchisemodeandprojectcontractingmode,etc.

Entrymodesofinternationalmarketing

Waystoentertheinternationalmarketincludeinternationalagent,licensing,franchising,jointventure,turnkeyprojects,andstrategicalliance.Detailedthreewaystoentertheoverseasmarket.Threewaysincludesinternationalagent,licensing,andfranchising.

Internationalagent:Internationalexportagencyisamethodforacompanytoemployoverseasagentstopromoteinternationalsales.Agentshavenotitletothegoods.Agentsonlychargeacommission.Internationalagenttakelessinvestmentandgetlessmoney.

Theadvantagesofinternationalagentincludesinternationalagenthaveexpensiveknowledgeandexperienceofmarket.Littleinvestmentrequiredandlowpoliticalrisk.Thedisadvantageofinternationalagentincludesinternationalagentmaylackcommitmentandmotivation.Internationalagentmaybetoosmalltoexploitthewholemarket.Andthismethodmaybeinefficientforlargemarkets.

Franchising:Franchisingistheownerofthefranchiseisintheformofcontractualagreement,whichallowsthefranchiseetouseitsname,trademark,proprietarytechnology,productandoperationmanagementexperiencetoengageinbusinessactivities.FranchisingTakelesscapitalinvestment,andgettheamountofmoneyearnedmoderate.

Theadvantagesoffranchisingincludeshighlevelofcontrol,highlymotivatedbusinesscontactwithmarketknowledge,money.Andfranchisingcangiveprotectionofpatents.Thedisadvantageoffranchisingincludesproblemswithlocallegislation,highcostofmarketingpackagetosupportfranchisees.Costandtimeinvolvedinfindinggoodfranchisees.

Licensing:Licensingisauthorizedtooperate,chargetoallowotherstousetheirownbrandofcommercialoperationmodeinthespecifiedtime.Licensingininternationalmarkettakelessinvestmentandgetlessreturn.

Theadvantagesoflicensingincludesaprolongeddepreciationofatargetcountry’scurrencymayalsoswingamanufacturerfromexporttolicensing.Licensingovercomestheproblemofhightransportationcost,whichmaketheexportofsomeproductsnon-competitiveintargetmarkets.Politicalriskislowerthanwithequityinvestments.Manyhostgovernmentfavourlicensingoverforeigninvestmentasawaytogettechnology.Thedisadvantageoflicensingincludeslackofcontrolbythelicensoroverthemarketingplanandprogrammeinthetargetcountry.Riskofcreatingacompetitorinthirdmarketsoreveninthemanfacturer’shomemarket.Armedwiththelicensorstechnology,thelicensesmaybecomeaformidablecompetitorinworldmarkets.Absolutesizeofincomefromalicensingarrangementascomparedtothatfromexportingto,orinvestingin,thetargetcountry.

2.6ThemostappropriatemethodforWildhorseAutomobiletoentrymarket

WildhorseAutomobileCompanyhavechosentheMalaysianmarket.WildhorsecanchoseIndiamarket.India'spoliticalstabilityleadstosocialstability.India

is

Asia's

anchor

economy.India'seconomyisdevelopingveryfast.India'spercapitaincomeincreased.Indianemploymentisrising,andthedemandforcarsisincreasing.Duetotheeconomicdevelopmentof