HND國際營銷導論

IndividualReportInternationalMarketing:AnintroductionOutcome1and2CandidateName:CandidateClass:CandidateSCN:

Tableofcontents1Introduction 32Findings 32.1ExplainWildhorseAutomobileenteringinternationalmarketsreasons 32.2TwosourcesofinformationthatWildhorseAutomobile 42.3Keyopportunitiesandthreatsassociatedwithentryinternationalmarket 52.4WildhorseAutomobilewouldusetoselectwhichmarketstoenter 72.5ThemodesofmarketentryavailabletoWildhoresAutomobile 82.6ThemostappropriatemethodforWildhorseAutomobiletoentrymarket 113Conclusion 124Reference 13

1IntroductionThisreportdescribestheWildhorseAutomobiletoentertheoverseasmarket.Thisreportconsistsofsixparts.Reportedthecontentsofthepackagewildhorsewhyentertheinternationalmarket.Wildhorsecompanyidentifiedtwomarketstoenterthesourceofinformation.Ofthewildhorses.Whatmethodsofautomobilecompaniestoentertheoverseasmarket.Selecttheappropriatemethodstoentertheoverseasmarketandevaluatethecriteriayouuseinmarketing.Wildhorsecarcompanieschoosetherightwaytoentertheoverseasmarket.Thewildhorseofthecartoassessthestandardofyourmarketinginthemarket.2Findings2.1ExplainWildhorseAutomobileenteringinternationalmarketsreasonsInternationalmarketingistheapplicationofmarketingprinciplesinmorethanonecountry,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.2.2TwosourcesofinformationthatWildhorseAutomobileCompanyresearchmethodsincludeprimaryresearchandsecondaryresearch.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'sautoexportsemissionsmustcomplywithEUvehicleemissionstandardsInternationalOrganizationforStandardizationbecalledforshortisISO.ISOwasfoundedin1946.ISOofficialwebsite:/iso/home.html.ISO'spurposeis:topromoteworldwidedevelopmentofstandardizationtofacilitateinternationalexchangeofgoodsandmutualassistanceandtoexpandcooperationinintellectual,scientific,technologicalandeconomicaspects.ISO'sheadquartersinGeneva,Switzerland.ISO/TS16949-2021theInternationalAutomotiveTaskGroup(IATF)inISO9001:2021qualitymanagementsystembasedonthecombinationoftherequirementsoftheinternationalautomotiveindustry,automotiveproduction,enactedin2021,theservicememberorganizationofinternationalqualitysystemrequirementsstandard.China'sautomobilecompaniessupportingplantrequirementsmorestringent,requiringhighquality,butalsorequiresthesuppliertostrictlycontrolcostsandimproveefficiency.TS16949providesaunifiedcandevelopqualitymanagementsystemmodelfortheautomotiveindustry.Chineseautocompaniescontinuetodeepentheimplementationofcontinuousimprovement,strengthendefectprevention,reductionofvariationandwaste,willmakethemanagementsystemmoreoptimized,sothatautocompaniesinthemarketcompetitioncontinuedtomaintainacompetitiveadvantage.TheoverseascarwebsiteincludesC.Theoverseasmagazinesincludes<Automotorandsport>isfromGermanyand<AutomotiveNews>isfromAmerica.WildhorseAutomobileCompanycanincludeinformationfromforeignwebsiteandmagazines.2.3KeyopportunitiesandthreatsassociatedwithentryinternationalmarketPrimaryresearchshouldpayattentionincludes: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.2.4WildhorseAutomobilewouldusetoselectwhichmarketstoenterWhenacompanytooverseasmarketneeddomarketresearch.Theresearchincludesprimaryresearchandsecondaryresearch.Secondaryresearch’swayincludescollectinformationfromavarietyofreliablesources.Atthisstagesuchtechniquescanbeused.Screenthecollectedinformationusingsetcriteria,e.g.asintheBusinessEnvironmentalRiskIntelligence(BERI)index.Selecttop-scoringcountriesorregionApplysecondaryscreeningcriteriausingdatafrommarketsandthebusiness,e.g.marketattractiveness/competitiveadvantage(GEmatrix)Selectbestcountry(ies)andregion(s)toenter.Prepareaninternationalmarketingplan/strategy6.1Theselectionofthemostappropriateentrymode6.2Theselectionofthemostappropriatetargetmarkets6.3Theselectionofanappropriatemarketingmixsuitedtothecountryandtargetmarket.2.5ThemodesofmarketentryavailabletoWildhoresAutomobileTheInternetThepopularityofInternetcomputersandmobilephoneshasshortenedthedistancebetweenpeopleandimprovepeople'sworkingefficiency,whichisgoodforinternationalmarketing.Internetmakesinternationalpaymentsmoreconvenient.Theadvantagesoftheinternationalnetworkofthebuyerandthesellerincludingsecurityandfast.TheInternetcanmonitorlogistics,makelogisticsmoresecure,andpromotetradebetweencountries.Exporting(DirectandIndirect)Directexportscanenableenterprisestoquicklyselltheirproductsintheinternationalmarketataverysmallstart-upcost,intermsoffixedassetsdoesnotrequireorrequiresonlyasmallamountofinvestment,sothereislittlerisk.Intheinitialexploratoryexport,onthebasisofprevioussuccess,theenterprisebyincreasingtheexportvolumeofexportlinesandenterthenewinternationalmarket,soastograduallyincreasetheexportvolume.Directexportcanenableenterprisestoaccumulatealotofinternationalexperience,sothatenterprisesintheprocessofinternationalizationofthemorefaraway.Indirectexportmaybeagoodwayforenterprisestoentertheinternationalmarketforthefirsttime.Manufacturersneedonlyalittleknowledgeofforeignorforeignmarkets,butalsobecauseofthis,ithasseparatedthemanufacturersfromforeignmarkets.Indirectexportsreducetherisk.ContractualAgreementContractmodeisanon-equitycontractsignedbetweentheenterpriseandthetargetcountry,theformerpatent,technology,experience,management,humanresourcesandotherintangibleassetsforthelattertouse,andfromthelattertoobtaineconomicbenefitstoshare.Contractisawaytoentertheforeignmarketthroughtheoutputofknowledgeandtechnology.Contractmodemainlyincludes:licensemode,franchisemodeandprojectcontractingmode,etc.EntrymodesofinternationalmarketingWaystoentertheinternationalmarketincludeinternationalagent,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.2.6ThemostappropriatemethodforWildhorseAutomobiletoentrymarketWildhorseAutomobileCompanyhavechosentheMalaysianmarket.WildhorsecanchoseIndiamarket.India'spoliticalstabilityleadstosocialstability.India

is

Asia's

anchor

economy.India'seconomyisdevelopingveryfast.India'spercapitaincomeincreased.Indianemploymentisrising,andthedemandforcarsisincreasing.DuetotheeconomicdevelopmentofIndia,theroadbecomesbetter.MoreIndiansarewillingtodrive.WildhorseAutomobileCompanycanchooseaninternationalagentinIndia.India'sautomotiveindustryhasagreatdegreeofdevelopment.WildhorseAutomobileCompanycanchooseaninternationalagentinIndia.India'sautomotiveindustryhasagreatdegreeofdevelopment.WildhorseAutomobileCompanylookingforinternationalagentstosellthecarisrelativelylowcost.Agentshaveshopfacilitiesandsalesofcarservicepersonnelsowildhorsecarcompaniescansavecosts.WildhorseCompany'shumaninvolvementislowinIndiamarket.Thecompanyneedstopayfortheinternationalagenttosellcars.Thecompanyhaslimitedcontrolforinternationalagent.IndialocalagentstounderstandthepoliticaleconomyandcultureofIndia.Wildhorsecarcompaniesthroughtheagentscanacceleratethesalesofcars,agentstohelpthewildhorsecarcompaniestoimprovethespeedoftheoccupationofoverseasmarkets.SoIndiaagentscanhelpcompaniesreducerisk.ButtheWildhorseAutomobileCompany'sprofitsarelow.WildhorseAutomobileCompanyneedtobearthecostsincludingagencyfees,customsduties,transportationcosts,andproductionandmanagementcosts.WildhorseAutomobileCompanycanreducetheprofittoincreasesales.Increaseinprofitsbyincreasingsales.3ConclusionInadditiontotheoverseasmarketinMalaysia,IsuggesttheWildhorsecompanytoentertheoverseasmarketinIndiabyinternationaldealers.Wildhorseautomobilecompanythroughtheinvestigationintothemoresuccessfulentryintotheoverseasmarket,IhopesWildhorseCompanyhaveabetterfuture.

4Reference

論大學生寫作能力寫作能力是對自己所積累的信息進行選擇、提取、加工、改造并將之形成為書面文字的能力。積累是寫作的基礎(chǔ)，積累越厚實，寫作就越有基礎(chǔ)，文章就能根深葉茂開奇葩。沒有積累，胸無點墨，怎么也不會寫出作文來的。寫作能力是每個大學生必須具備的能力。從目前高校整體情況上看，大學生的寫作能力較為欠缺。一、大學生應用文寫作能力的定義那么，大學生的寫作能力究竟是指什么呢？葉圣陶先生曾經(jīng)說過，“大學畢業(yè)生不一定能寫小說詩歌，但是一定要寫工作和生活中實用的文章，而且非寫得既通順又扎實不可?！睂τ诖髮W生的寫作能力應包含什么，可能有多種理解，但從葉圣陶先生的談話中，我認為：大學生寫作能力應包括應用寫作能力和文學寫作能力，而前者是必須的，后者是“不一定”要具備，能具備則更好。眾所周知，對于大學生來說，是要寫畢業(yè)論文的，我認為寫作論文的能力可以包含在應用寫作能力之中。大學生寫作能力的體現(xiàn)，也往往是在撰寫畢業(yè)論文中集中體現(xiàn)出來的。本科畢業(yè)論文無論是對于學生個人還是對于院系和學校來說，都是十分重要的。如何提高本科畢業(yè)論文的質(zhì)量和水平，就