國際營(yíng)銷報(bào)告

1、PAGE PAGE 13International Marketing: An IntroductionOutcome 1, 2 The Outlook of PK ElectricsCandidate Name: Xiong FengGrade and Class: Business 4Return date: 21/06/2011Introduction:The report will analyze things; including PK Electric factory involves the knowledge and skills of the international ma

2、rketing. PK electric was founded in 1987 Ningbo, Zhejiang province, China.This is a country suppliers scope of supply includes: cable extensively, socks, switch, and electrical, light fittings. The aim is to provide a report that will explain and identify why PK electric to enter the international m

3、arket. Know what information source to help PK electric factory select appropriate international market entry. The report describes enter the international market opportunities and risks. Explain the process and mode, namely the PK will use chosen market access, and what a way to enter the market wi

4、ll be the most suitable for PK electric products.Why PK electric is considering entering international markets?First, along with the development of the domestic market economy, similar product competition between more fierce， domestic market risk increase，the enterprise need to expand market.And, PK

5、 Electrics over the last two years the rate of growth has begun to decline with sales rising 5% and profits by 2% last year.PK Electrics in domestic demand market without apparent growth prospectsAt the same time, December 2001 the china joining the World Trade Organization. For the Chinese enterpri

6、ses to enter the world market has the international institutional safeguard.Two sources of information PK should access before to deciding which international markets to enter.In PK decided to enter the international market, it will make some information such as the international trade environment,

7、clear, government policy, the situation of the country development, etc. There are some international system to provide some information sources such as the WTO, foreign investment consulting services, the international trade centre (ITC), the Asian source online, the association of southeast Asian

8、nations (asana), and so on.PK can obtain the primary data by using the method of interviewing consumers. PK should prepare some questionnaire and deliver to the people in order to know the view from consumers. Quality than analysis, the competitors products production, marketing environment PK advan

9、tage. And set a time to enter the international market.PK can also get secondary data by using the Internet search method.PK needs to access the information of WTO, because it exist regulation of international trade. The main principle is non-discrimination, which take the products from different co

10、untries equal treatment. PK can know trade and industry department, and the trade countries including the WTO information. Its suits PK to know more about the international market.Opportunities and threatsBecause PEST stands for political, economic, social and technological and is the simplest of th

11、e three analyses, concentrating on only four main factorsThis classification distinguishes between:Political factors. These refer to government policy such as the degree of intervention in the economy. What goods and services does a government want to provide? To what extent does it believe in subsi

12、dising firms? What are its priorities in terms of business support? Political decisions can impact on many vital areas for business such as the education of the workforce, the health of the nation and the quality of the infrastructure of the economy such as the road and rail system.Economic factors.

13、 These include interest rates, taxation changes, economic growth, inflation and exchange rates. As you will see throughout the Foundations of Economics book economic change can have a major impact on a firms behaviour.Social factors. Changes in social trends can impact on the demand for a firms prod

14、ucts and the availability and willingness of individuals to work. In the UK, for example, the population has been ageing. This has increased the costs for firms who are committed to pension payments for their employees because their staffs are living longer. It also means some firms such as Asia hav

15、e started to recruit older employees to tap into this growing labour pool. The ageing population also has impact on demand: for example, demand for sheltered accommodation and medicines have increased whereas demand for toys is falling. Technological factors: new technologies create new products and

16、 new processes. MP3 players, computer games, online gambling and high definition TVs are all new markets created by technological advances. Online shopping, bar coding and computer aided design are all improvements to the way we do business as a result of better technology. Technology can reduce cos

17、ts, improve quality and lead to innovation. These developments can benefit consumers as well as the organisations providing the products.So, I think, PEST analysis, suitable for analysis of PK of opportunities and threats.The PKs opportunities include:The commodity of PK product isnt sensitive commo

18、dity,and then china government encourages foreign trade.so, the some commodity of the company will obtain some preferential policy, for example, the government will improve some service, simplify working process and the china may make good relationship with the other country obtain some benefit requ

19、est that is helpful the company enter the market.Emerging network service will help the company directly find the customer, the customer will be easy to find the company, and the market will expand.Enter to the new appropriate market will increase the profit. PKs product have price competitive and h

20、ave developed a good reputation for quality and customer service .so PK enter a right market will increase his profit.The PKs threats include:When the PK enter a new market, it will suffer the host companys compete, or PK may be havent a free competition environment. For example the people of Japan

21、have a very strong consciously protect the domestic industry and cultural. So the foreign industry is difficult enter its market. Some countries have the different technological standard. For example the UKs electric socket is different from the china. So if the PK enters UK, they will spend some mo

22、ney on change the products standard. And the countrys political, economic and social is stable, laws and policies is sound.Enter foreign market, whether can be get reasonable protection.Select process enters a new marketA company wants to enter an international market need a process to analysis, the

23、 process is included:Setp1：PK Company wants to enter a new international market. It must give some reasons that why our organization need it enter a new market, And whether fit the companys mission and objective.Sept2：PK Companyare needs collect some information and source to know the market situati

24、on that may be selected. At the same time,understand their culture, the country economic development level and the peoples consume level and so on.Sept3：PK Company needs to provide some source and evidence， testify to the company have chance and strength to enter these international market.Setp4：The

25、 PK Company has selected some country that may enter, then we need to analysis the country will bring what opportunity, treat, the companys strength and weakness. According to analysis, discussion or on the spot investigations result, we chose a most appropriate market that we will enter.Sept5：We ne

26、ed to analysis which entry mode fit for our companys power, source and capital. And use a good and fit for companys method enter. Finally，PK company through the market selected, determining direction, get through implement the fit mode enter the market.Market entry modesThe PK have many available en

27、try methods for international market, that be include direct exporting, indirect exporting, joint venture, Overseas production and foreign direct investment.Exporting:Exporting is any kind of goods or consumer goods, to shipping, road transport or by air from production to leave and transported to t

28、he world.In economics, an export is any good or commodity, from one country to another country in a legitimate fashion, typically for use in trade. Export goods or services are provided to foreign consumers by domestic producers.Direct exporting: The direct exports is an enterprise not through domes

29、tic intermediaries, enterprise products are directly sold the products to foreign customers. Strictly speaking, adopt the way to direct exports, the enterprise is truly began entry into the international marketing. The difference of direct exports and indirect exports is that enterprises should comp

30、lete the export management tasks independently; this means that companies have to spend some money and energy to engage in export user,Agents,Distributors,Company branches abroad.Indirect exporting: Indirect export is the company sold its product to foreign intermediaries, to be responsible for prod

31、ucts to enter the host market.The channel of indirect export has Export houses, Manufacturers export agents,buying offices,piggybacking.Joint venture:Joint venture entry takes place when an international company shares in the ownership of an enterprise in a target country with local private or publi

32、c interests.” It means two or more parent companies agree to share capital, technology, human resources, risks and rewards in a new entity like a company.Overseas production:Franchise owners to contract by the form allow the operation mode of operation.In the marketing process, if marketing proper c

33、an be have business to PK to join or investment, in the performance of the franchise to perform somerules.Direct foreign investment:It can take form of joint international acquisitions. In the direct access to foreign markets later, PK can also named in some foreign enterprise to invest, so can expa

34、nd the size of the market.Moat appropriate method to enter marketIf PK Electric use country (condition) outside direct export, it will use of the existing equipment, land and other resources. So the product cost is low, then PK Company wont spend a lot of time, they just use some time to reach the g

35、oal of national standards. Its lower risk. If the entry modes have wrong, they can correct it quickly. Because the company is their own, so they can perform some flexible project. Because of the direct export their companys control process, the more closely linked export to overseas, so its net prof

36、it will be high. But it will be one department and hiring employees, know how to carry out the work. This will add some cost of products. And product export will be affected currency.If the entry modes have wrong, they can correct it quickly. Because the company is their own, so they can perform som

37、e flexible project. Because of the direct export their companys control process, the more closely linked export to overseas, so its net profit will be high. But it will be one department and hiring employees, know how to carry out the work. This will add some cost of products. There are many factors of indirect exports direct ex