Individual Report

IndividualReportIndividualReportPAGE/NUMPAGESPAGE\*MERGEFORMAT14IndividualReportIndividualReportInternationalMarketing:AnintroductionOutcome1and2CandidateName:CandidateClass:CandidateSCN:TableofcontentsTOC\o"1-3"\h\z\uHYPERLINK\l"_Toc454751996"1IntroductionPAGEREF_Toc454751996\h3HYPERLINK\l"_Toc454751997"2FindingsPAGEREF_Toc454751997\h3HYPERLINK\l"_Toc454751998"2.1ExplainWildhorseAutomobileenteringinternationalmarketsreasonsPAGEREF_Toc454751998\h3HYPERLINK\l"_Toc454751999"2.2TwosourcesofinformationthatWildhorseAutomobilePAGEREF_Toc454751999\h4HYPERLINK\l"_Toc454752000"2.3KeyopportunitiesandthreatsassociatedwithentryinternationalmarketPAGEREF_Toc454752000\h5HYPERLINK\l"_Toc454752001"2.4WildhorseAutomobilewouldusetoselectwhichmarketstoenterPAGEREF_Toc454752001\h7HYPERLINK\l"_Toc454752002"2.5ThemodesofmarketentryavailabletoWildhoresAutomobilePAGEREF_Toc454752002\h8HYPERLINK\l"_Toc454752003"2.6ThemostappropriatemethodforWildhorseAutomobiletoentrymarketPAGEREF_Toc454752003\h11HYPERLINK\l"_Toc454752004"3ConclusionPAGEREF_Toc454752004\h12HYPERLINK\l"_Toc454752005"4ReferencePAGEREF_Toc454752005\h131IntroductionThisreportdescribestheWildhorseAutomobiletoentertheoverseasmarket.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:HYPERLINK"http://www.iso.org/iso/home.html"www.iso.org/iso/home.html.ISO'spurposeis:topromoteworldwidedevelopmentofstandardizationtofacilitateinternationalexchangeofgoodsandmutualassistanceandtoexpandcooperationinintellectual,scientific,technologicalandeconomicaspects.ISO'sheadquartersinGeneva,Switzerland.ISO/TS16949-2002theInternationalAutomotiveTaskGroup(IATF)inISO9001:2000qualitymanagementsystembasedonthecombinationoftherequirementsoftheinternationalautomotiveindustry,automotiveproduction,enactedin2002,theservicememberorganizationofinternationalqualitysystemrequirementsstandard.China'sautomobilecompaniessupportingplantrequirementsmorestringent,requiringhighquality,butalsorequiresthesuppliertostrictlycontrolcostsandimproveefficiency.TS16949providesaunifiedcandevelopqualitymanagementsystemmodelfortheautomotiveindustry.Chineseautocompaniescontinuetodeepentheimplementationofcontinuousimprovement,strengthendefectprevention,reductionofvariationandwaste,willmakethemanagementsystemmoreoptimized,sothatautocompaniesinthemarketcompetitioncontinuedtomaintainacompetitiveadvantage.TheoverseascarwebsiteincludesCarmax.com.TheoverseasmagazinesincludesisfromGermanyandisfromAmerica.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