international marketing.docx

international marketing.docx

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internationalmarketing

组长：

0081491黄志娟

组员：

0081480刘小芳

0081481曾翠英

0081483葛维婷

0081493邹颖婷

Introduction1

GeographyandEnvironment1

Location1

Climate1

Topography2

Hydrology2

PopulationandDemographics3

DistributionofPopulation3

TotalPopulationSizeandGrowthrateandbirthrates4

RacesorEthnicities4

EconomicStatisticsandDescriptions5

DescriptionofDailyLifeandLifestyles6

Family6

Marriage7

Animals7

Cuisine8

CompetitionandMarketinwhichtheproductistobesold9

Geographicregion9

Climate10

Transportation11

Population11

Consumerbuyinghabits12

Competition13

Competitivepower14

SWOTAnalysisofWang's14

Strength14

Weakness15

Opportunity15

Threat16

Product16

BrandName16

MarketingObjectives17

Targetmarket17

Expectedmarketpenetration17

Packing17

PositioningStrategy19

PromotionStrategy20

Methodsofsalespromotion21

DistributionStrategy21

Wholesaler21

Retailers22

PricingStrategy22

PricingMethods22

PriceDiscounts22

ReferencesofInformation23

Introduction

Wang'sBeeParkCo.,Ltd.wasfoundedin1985,Sichuan.AfterthatitwenttoZhuhaiandfoundedWang'sBeeParkCo.,Ltd.in1992.In1998itlocatedinJiangxiProvince,thecreationofWang'sBeeParkCo.,Ltd.ofJiangxi,2004troopsonthenorth,establishofJilinWang'sBeeParkCo.,Ltd.,nowitisheadquarteredinNanchang.OurmarketingplanisabouttolaunchitintotheIndianmarket.

GeographyandEnvironment

Location

India,acountryinSouthAsia,liesentirelyontheIndianPlateinthenorthernportionoftheIndo-AustralianPlate.Thecountryliestothenorthoftheequatorbetween8°4'and37°6'northlatitudeand68°7'and97°25'eastlongitude.IndiaisboundedtothesouthwestbytheArabianSea,tothesoutheastbytheBayofBengal,andtothesouthbytheIndianOcean.KanyakumariisthesoutherntipoftheIndianpeninsula.ThesouthernmostpointinIndiaisIndiraPoint,intheAndamanandNicobarIslands.TheMaldives,SriLankaandIndonesiaareislandnationstothesouthofIndia.SriLankaisseparatedfromIndiabytheGulfofMannarandthenarrowchannelofPalkStrait.TheterritorialwatersofIndiaextendintotheseatoadistanceof12nauticalmiles（13.8 mi;22.2 km）measuredfromtheappropriatebaseline.

Climate

India'sclimateisstronglyinfluencedbytheHimalayasandtheTharDesert,bothofwhichdrivethemonsoons.TheHimalayaspreventcoldCentralAsiankatabaticwindsfromblowingin,keepingthebulkoftheIndiansubcontinentwarmerthanmostlocationsatsimilarlatitudes.TheTharDesertplaysacrucialroleinattractingthemoisture-ladensouthwestsummermonsoonwindsthat,betweenJuneandOctober,providethemajorityofIndia'srainfall.FourmajorclimaticgroupingspredominateinIndia:

tropicalwet,tropicaldry,subtropicalhumid,andmontane.

Topography

TheoriginalIndianplatenowsurvivesaspeninsularIndia,theoldestandgeologicallymoststablepartofIndia,andextendsasfarnorthastheSatpuraandVindhyarangesincentralIndia.TheseparallelrangesrunfromtheArabianSeacoastinGujaratinthewesttothecoal-richChotaNagpurPlateauinJharkhandintheeast.Totheirsouth,theremainingpeninsularlandmass,theDeccanPlateau,isflankedontheleftandrightbythecoastalranges,WesternGhatsandEasternGhatsrespectively;[48]theplateaucontainstheoldestrockformationsinIndia,someoveronebillionyearsold.Constitutedinsuchfashion,Indialiestothenorthoftheequatorbetween6°44'and35°30'northlatitudeand68°7'and97°25'eastlongitude.

Hydrology

India'scoastis7,517 kilometers（4,700 mi）long;ofthisdistance,5,423 kilometers（3,400 mi）belongtopeninsularIndia,and2,094 kilometers（1,300 mi）totheAndaman,Nicobar,andLakshadweepIslands.AccordingtotheIndiannavalhydrographiccharts,themainlandcoastconsistsofthefollowing:

43%sandybeaches,11%rockycoastincludingcliffs,and46%mudflatsormarshycoast.

Language（s）/Dialects

Withitsoldestcoredatingbacktoasearlyas1500BC,theRigvedicSanskritisoneoftheoldestattestationsofanyIndo-Iranianlanguage,andoneoftheearliestattestedmembersoftheIndo-Europeanlanguagefamily,thefamilywhichincludesEnglishandmostEuropeanlanguages.SanskrithashadaprofoundimpactonthelanguagesandliteratureofIndia.Hindi,India'smostspokenlanguage,isa"Sanskritizedregister"oftheKharibolidialect.Inaddition,allmodernIndo-Aryanlanguages,MundalanguagesandDravidianlanguages,haveborrowedmanywordseitherdirectlyfromSanskrit（tatsamawords）,orindirectlyviamiddleIndo-Aryanlanguages（tadbhavawords）.WordsoriginatinginSanskritareestimatedtoconstituteroughlyfiftypercentofthevocabularyofmodernIndo-Aryanlanguages,andtheliteraryformsof（Dravidian）Telugu,MalayalamandKannada.PartoftheEasternIndo-Aryanlanguages,theBengalilanguagearosefromtheeasternMiddleIndiclanguagesanditsrootsaretracedtothe5thcenturyBCArdhamagadhilanguage.

Tamil,oneofIndia'smajorclassicallanguages,descendsfromProto-DravidianlanguageswhichwerespokenaroundthethirdmillenniumBCinpeninsularIndia.TamilliteraturehasexistedforovertwothousandyearsandtheearliestepigraphicrecordsfounddatefromaroundthethirdcenturyBC.AnothermajorDravidianlanguage,Kannadaisattestedepigraphicallyfromthemid-1stmillenniumAD,andliteraryOldKannadaflourishedinthe9thto10thcenturyRashtrakutaDynasty.Pre-oldKannada（orPuravaHaleGranada）wasthelanguageofBanavasiintheearlyCommonEra,theSatavahanaandKadambaperiodsandhencehasahistoryofover2000years.TheAshokarockedictfoundatBrahmagiri（datedto230BC）hasbeensuggestedtocontainawordinidentifiableKannada.

Accordingto2001Indiacensus,HindiisthemostspokenlanguageinIndia,followedbyBengali,Telugu,MarathiandTamil.IncontemporaryIndianliterature,therearetwomajorliteraryawards;thesearetheSahityaAkademiFellowshipandtheJnanpithAward.SevenJnanpithawardseachhavebeenawardedinKannada,sixinHindi,fiveinBengali,fourinMalayalam,threeeachinMarathi,Gujarati,UrduandOriyaandtwoeachinTeluguandTamil,.

PopulationandDemographics

DistributionofPopulation

AlthoughIndiaoccupiesonly2.4%oftheworld'slandarea,itsupportsover15%oftheworld'spopulation.OnlyChinahasalargerpopulation.India'smedianageis25,oneoftheyoungestamonglargeeconomies.About70%liveinmorethan550,000villages,andtheremainderinmorethan200townsandcities.Overthethousandsofyearsofitshistory,IndiahasbeeninvadedfromtheIranianplateau,CentralAsia,Arabia,Afghanistan,andtheWest;Indianpeopleandculturehaveabsorbedandmodifiedtheseinfluencestoproducearemarkableracialandculturalsynthesis.

TotalPopulationSizeandGrowthrateandbirthrates

With1,210,193,422citizensreportedinthe2011provisionalCensus,Indiaistheworld'ssecondmostpopulouscountry.India'spopulationgrewat1.76%perannumduringthelastdecade,downfrom2.201%perannuminthepreviousdecade.ThehumansexratioinIndia,accordingtothe2011census,is940femalesper1,000males,thelowestsinceindependence.India'smedianagewas24.9inthe2001census.Medicaladvancesofthelast50years,aswellincreasedagriculturalproductivitybroughtaboutbythe"greenrevolution"havecausedIndia'spopulationtogrowrapidly.ThepercentageofIndianpopulationlivinginurbanareashasgrownaswell,increasingby31.2%from1991to2001.Despitethis,in2001,over70%ofIndia'spopulationcontinuedtoliveinruralareas.Accordingtothe2001census,therearetwentysevenmillion-pluscitiesinthecountry,withMumbai,DelhiandKolkatabeingthelargest.

RacesorEthnicities

TheIndianConstitutionrecognizes212scheduledtribalgroupswhichtogetherconstituteabout7.5%ofthecountry'spopulation.The2001censusreportedthereligioninIndiawiththelargestnumberoffollowerswasHinduism,withover800million（80.5%）ofthepopulationrecordingitastheirreligion.OtherreligiousgroupsincludeMuslims（13.4%）,Christians（2.3%）,Sikhs（1.9%）,Buddhists（0.8%）,Jains（0.4%）,Jews,ZoroastriansandBahá'ís.Indiahastheworld'sthird-largestMuslimpopulationandthelargestMuslimpopulationforanon-Muslimmajoritycountry.

Indiaishometotwomajorlinguisticfamilies:

Indo-Aryan（spokenbyabout74%ofthepopulation）andDravidian（spokenbyabout24%）.OtherlanguagesspokeninIndiacomefromtheAustro-AsiaticandTibeto-Burmanlinguisticfamilies.NeithertheConstitutionofIndia,noranyIndianlawdefinesanynationallanguage.Hindi,withthelargestnumberofspeakers,istheofficiallanguageoftheunion.Englishisusedextensivelyinbusinessandadministrationandhasthestatusofa'subsidiaryofficiallanguage;'itisalsoimportantineducation,especiallyasamediumofhighereducation.Inaddition,everystateandunionterritoryhasitsownofficiallanguages,andtheconstitutionalsorecognizesinparticular21"scheduledlanguages".

EconomicStatisticsandDescriptions

SocialdemocraticpoliciesgovernedIndia'seconomyfrom1947to1991.Theeconomywascharacterizedbyextensiveregulation,protectionism,publicownership,pervasivecorruptionandslowgrowth.Since1991,continuingeconomicliberalisationhasmovedthecountrytowardsamarket-basedeconomy.Arevivalofeconomicreformsandbettereconomicpolicyinfirstdecadeofthe21stcenturyacceleratedIndia'seconomicgrowthrate.Inrecentyears,Indiancitieshavecontinuedtoliberalizebusinessregulations.By2008,Indiahadestablisheditselfasthewo