牙膏产品亚洲市场营销计划书(英文)Word文件下载.doc

牙膏产品亚洲市场营销计划书(英文)Word文件下载.doc

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•Situation

Fromtheperspectiveofthemarketdevelopment,oralhygieneproductsinAsiamarkethasenteredintothematureperiod.Thedegreeofmarketsegmentationishigh,brandloyaltyplaysamainrole,andpricecompetitionisveryfierce.Asforthemarketsupplyfield,thesizeoftheAsianmarketisrelativelystableandthemarketgrowthrateislow.Seeingfromthemarketdemandangle,personalizedneedsgetintensedaybyday.Thepursuitofnewfeeling,health,whitening,natural,fulleffectarestillthemainstreamoftoothpasteproducts.Intermsofthebrandstructure,marketconcentrationisveryhigh,severalmulti-nationaltoothpastebrandsoccupythemostmarketsallaroundtheworld.Lookingfromtheproductstructure,marketsegmentationbecomesmoreobvious,manynewproductsexist,andtheproductswithspecialfeelinganddiversefunctionsarewidelyacceptedbythemarket.Asfortheregionandpricestructure,toothpasteproductsinurbanmarketstendtoachievefurthervocationaldevelopmentwhileinruralmarkets,thesalesoflowpriceproductsriserapidly.（Berger,2011）Lastbutnotleast,intermsofthemarketshareofsomemajorbrands.ThemainbrandgroupinAsiantoothpastemarketroughlyincludeBritesmileBancav,Clean&

WhiteCaregate,DentacareandEversmile.（Feicketal,2003）

2.GoalsforAsia

•Whattoachieveandwhy（bespecific,givesomemetrics）

ThemainmarketterminalsinAsiawillbeChina,Japan,India,SouthKorea,thePhilippinesandThailand.

TotalSalesofthecurrentyear:

$0.6billion;

Grossprofit:

$0.2billion;

Grossmargin:

30%;

Netprofit:

$0.18billion

Marketshare:

15%

ThemarketinggoalisdecidedasthetoothpasteproductsdevelopsrapidlyandtheAsianmarketpotentialistremendous.FromstatisticsofthemanufacturertoothpastesalesbyCountryMarketinthelastsixyears,allofthesixAsiancountriesmentionedaboveincreasedyearbyyear.Forinstance,thesalesinIndiafiveyearsagowas$398million,whileinthecurrentyear,thenumberisaslargeas$694million.InChina,thesaleshasraisedfrom$1409millionto$2094millionwithinsixyears.Asaresult,thetoothpastemarketinAsiastillhasgreatspacefordevelopment.CurrentlyAsia'

spercapitatoothpasteconsumptionhasnotreachedtheinternationalaveragelevel,sothepotentialmarketishuge.Thepotentialsourceisnotjusttheconservative4billionpopulationtill2050,butalsothethegrowingrateofbrushingteethamongAsianpeopleandtheirgrowingoralhealthawareness.（Feicketal,2003）

•Risksinvolvedandlikelihoodofaccomplishinggoals

WhilethemarketinggoalofAllsmiletoothpastesbeingexecutedbythemarketingstaff,severalothertoothpastewithlargesharemaytakerelevantmeasures.Ifseveralbrandstakethemeasuresofthepromotions,discountsorprice-cuttingcompetition,itislikelytocauseeverybodyhavenoprofitorevenloss.Howeveringeneral,thiskindofphenomenonisunlikelytoappear.Inaddition,whenimprovingsaleschannels,atthesametime,Allsmilemaylosetheshareofseveraloriginalmarketingchannels,thuswillresultinapyrrhicvictory.Lastbutnotleast,therearesomerisksinpersonalsellingandbusinesspromotionawwell.Withoutlargecapitalinvestment,thesemeasuremaynotreachthedesignatedeffects.（Kotabe&

Helsen,2010）

3.OverallCompetitiveStrategyforAsia（coreoftheplan）

•SituationanalysisandSWOT

Strengths

AllstarBrandisaworld-leadingconsumergoodscompanywithalonghistory

Abundantcapital

Maturemarketingcapabilities

Advancedtechnologiesandequipment

Clearbrandandstrategicpositioning

Strongproductcompetence

Highqualityproducts

Accuratemarketsegmentation

Soundsupplychainmanagementsystem

Diversemarketingchannels

Weakness

Globa