国际营销导论1.docx

国际营销导论1.docx

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国际营销导论1

1.0Introduction

ThefollowingreportwilldiscusssomethingofPKelectrics,whichincludesknowledgeandskillsinvolvedintheinternationalmarket.Forthepurposeofprovidingareport,itwillexplainwhyPKElectricsisconsideringenteringinternationalmarkets.ToknowwhichsourcesofinformationwouldhelpPK,thePKElectricsshouldselectappropriateinternationalmarkettoenter.Thenthereportdescribeskeyopportunitiesandthreatsofentryintointernationalmarket.ItalsoexplainstheprocessPKElectricswouldusetoselectwhichmarkettoenter.Furthermore,themodesofmarketentryavailabletoPKElectricsareidentified.Last,itevaluateswhichmethodofmarketentrywouldbemostappropriateforPKElectrics.

2.0Findings

2.1Enteringinternationalmarket

TherearesomefactorsforPKelectricstoconsiderenteringinternationalmarkets.

Fortheproductlifecycle,therearemanymarketingmistakesbecausefirmfailstoacknowledgethefactthattherearedifferentcountiesandaproductmaybeondifferentstagesinitsPLC.

Fortheproduction-relatedfactors,beclosetorawmaterials,availabilityofresources,advancedtechnology,beabletoforcefulattractandencouragefirmtoinvestabroad.

Forthepersonnel-relatedfactors,highunemploymentratesandweaktradeunionsinthetargetareascouldbeagoodreasonforforeigndirectinvestment.

FortheMarket-relatedfactors,manyfirmsmakedecisionstogetintointernationalmarketbecausethecompanyisplanningtogotherealreadyandtheydonotwanttobeatadisadvantageliketherushentryofmanycompaniesfromthecapitalistworldtotheex-communistcountriesinEasternEurope.

Fortheexternal,marketsaturationshouldbeconsidered.Fiercecompetitionfromdomesticandforeigncompanies,highcostofproductionandshortageoftherequiredmanagerialandtechnicalskillsaresomereasonswhyfirmsmightfindfurtherinvestmentsinhomemarketslessattractivethenforeignmarkets.Overall,domesticmarketisfacingthemarket’sintensecompetitionandnotenoughrawmaterials

2.2Sourcesofinformation

EconomistIntelligenceUnit:

AlthoughsomesectionsoftheEconomistIntelligenceUnitwebsitearerestrictedtosubscribers,thissiteprovidesalargenumberofusefularticlesonthelatestcountryanalysis.Allregionsarecoveredandtopicsincludeglobalfinance,economicoutlook,venturecapital,politicalstability,industrysectors,businessculture,tourism,ande-commerce.Thissiteisamustforcountryresearch.

ForeignInvestmentAdvisoryService:

FIASworksonlyattherequestofgovernments,ontopicsidentifiedbythatgovernmentandagreedtobybothparties.Thisensurestherelevanceoftheassistanceandlaysthebasisforactivepartnership.Theserviceoffersmuchmorethanone-wayadviceandwrittenreports:

throughinteractiveworkshopsandroundtablemeetingsthatoftenincludebusinessexecutivesandotherstakeholdersithelpsgovernmentscharttechnicallyandpoliticallypracticalpathstochange.

TheEuropeanUnion:

TheEUcurrentlyhas27members.Itbeganlifeasanorganizationwithsixmembersandsinceitsinceptionin1957hasgrownnotonlymembershipbutalsointermsofeconomicwealth,beingthelargesttradingblocintheworld,inco-operationmovingfromafreetradeareatocustomsunionwithanincreasingconvergenceoflegal,socialandeconomicfactors.Thereisalsoacommoncurrencyinuse,theeuro,whichhascurrentlybeenadoptedby12oftheEUmembers.Thereisrevisedinterestinacommonconstitutionforallmembercountries.

PKElectricsneedstofindoutsomeinformationonthisway,whichisgoodforthecompanytoentertheinternationalmarkets.Beforethecompanywantstoentersomecountries,thecompanymustknowaboutalltheinformationofthemarketinthecountry.

2.3Keyopportunitiesandthreats

PKElectrics’keyopportunitiesandthreatsareassociatedwithfourreasons.That’sPEST.

Politicalfactors:

Atsometime,mostcompaniesengagedininternationalmarketingsufferbecauseofthepoliticalorlegalstructureofacountry.Acountry’spoliticalsystemparticularlyimportantwhenthefirm’sbusinessrequiresbiginvestments,suchasintheoilindustry,whichcouldbeseverelycompromisedbypoliticalunrestorwhenbusinessisdonedirectwithgovernmentdepartments.

Economicfactor:

theeconomicwealthofacountryisbasedonitshuman,naturalandtechnicalresource.Theseresourcesaffectacountry’sabilitytoproducegloballycompetitivegoodsandservicesandtoofferaviablemarketforsuchproducts.

Technologicalfactor:

nowhereistheregreaterchangethanintheenvironmentofinformationandcommunicationtechnologies（ICTs）.ICTsincludethevarioustypesofcomputers（mainframes,desktops,laptopsandworkstations）,localandwideareanetworks,intranetsandtheinternet,mobiletelephonesandthevarioussoftwareapplications.

Socio-Culturalfactor:

culturemaybedefinedasthestandardsorbeliefs,perception,evaluationandbehaviorsharedbythemembersofasocialgroup.Someauthorsevendefinecultureasthecollectiveprogrammingoftheminds’thatdistinguishesthemembersofongroupofpeoplefromanother.

PKElectricswouldfacethekeyopportunitiesandthreatsassociatedwithentryintointernationalmarkets.

Forthekeyopportunities:

thecompanywillhavenewcustomerforthenewmarket.Theyshouldbeabletounderstandwhatthenewcustomerneedsto,andwhichisgoodforthecompanytorapidlyexpandthemarket.

Forthethreatsassociated:

thecompanyenterstothenewcountrythatwillhavethenewenvironment.Thecompanymustbeabletoadapttothenewenvironment.Thatisoneofthreatsassociatedwithinthecompany.Secondlythenewcustomerwillhavenewrequestwhichisthecompany’schallenge.Thirdly,thecustomersaredemandinghigh-qualityproducts.

PKElectricsshouldmakegooduseofthekeyopportunitiesanddaretofacethethreatsassociatedwith.

2.4Processtoselecttheinternationalmarket

Step1:

PKElectricsneedscollectsomeinformationandsourcetoknowallthemarketsituationthatmaybeselected,theirculture,countryeconomicdevelopmentlevelandpeople’sconsumelevelandsoon.

Step2:

ThePKCompanyhastosieveouttheinappropriatemarkets.

Step3:

PKCompanyhasselectedsomecountriesthatmayenter,then,weneedtoanalyzeallthecountrieswhichwillbringwhatopportunity,threatsandthecompany’sstrengthandweakness.Baseonanalysis,discussionoronthespotinvestigation’sresults,wechoseamostappropriatemarketthatwewillenter.

Step4:

Siftouttheinappropriatemarketssecondtime.

Step5:

Makesurewhichcountrytochoose.Thatisveryimportant.Thecompanyshouldre-affirmwhichcountryfitsthecompanytoenterandwhetheritisconducivetothedevelopment.Finally,thecompanyshoulddeterminethechoice.

Step6:

Decidewhichentrymodeisuseful,andmakedecisiononthemarketingmix:

thecompanymustchoosethebestconsortoftheentrymodewhichdeterminesthecompanytomakeprofitinthemarket.

2.5Marketentrymodes

ThePKElectricshasmanyavailableentrymethodsforinternationalmarket,includingdirectexporting,indirectexporting,jointventureandfranchising.

Directexportingoccurswheretheproducingorganizationitselfperformstheexporttasksratherusinganintermediary.Itmeansthecompanycandirectlysellsomethingtotheoverseascustomer.Thecustomermayberetailers,usersandwholesalers.ThePKcansetsomeforeigndistribution.Itcanmorecontrolovertheexportprocess,potentiallyhigherprofitsandcloserrelationshiptotheoverseasmarket.ButthePKwillspendmanycostsontheinitiallyenteringnewmarket.

Indirectexportingresultsinthecompany’sproductsbeingsoldoverseasbuttheexportingcompaniesarenotparticipatingintheexportprocess.ItmeansthePKCompanyisnotinvolvedintheactualexportprocess.ItismadebythethirdpartsuchasExportManagementCompany,exporttradingcompany,exporthouseandsoon.Itwillsavesomecostsonthepart,butthePKmaynotknowsomeinformationoftheforeignmarket,andcannotmakecloserelationshipwiththeoverseamarket.

Jointventureentrytakesplacewhenaninternationalcompanysharesintheownershipofanenterpriseinatargetcountrywithlocalprivateorpublicinterests.Itmeanstwoormoreparentcompaniesagreetosharecapital,technology,humanresources,risksandrewardsinanewentitylakeacompany,sometimestherewillbemanyconflictsoccurred.

Franchisingisaformofmarketapproachinwhichacompany,thefranchisor,grantsanotherindependentorganizationtherighttodobusinessinaparticularway.Thisrightcaninvolvethesellingofthefranchisor’sproductorserviceusingitsname,productionanmarketingtechniquesorgeneralbusinessapproach,oracombinationofthese.

2.6ThemostappropriatemethodforPKElectrics

Thesuitabilityoftheentrymodeisdeterminedbaseonthefollowingconditions:

Investment,Sales,Costs,ProfitContribution,MarketShare,Reversibility,ControlandRisk

Theindirectexportinghasmanyfactorssameasthedirectexport,thedifferenceisthat,duetothethirdpartjoiningintheexportprocess,thenetprofitwillbelowerthandirectexport,andthePKCompanycannotgainadequateinformationfromtheforeignmarket,soitwillinfluencethePKtoplantheirproduction..

Jointventureentrycansharecapital,technology,humanresources,andrisksofthehostcompany.Thecompanywillnotinvestinallsources.Itwilldecreasethecompany’spressureanddecreasethecompany’srisk.Thecompanywouldn’tbeinfluencedbythemonetaryexchangerates.However,initiallythecompanywillspendsomuchtime