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This report provides information for a company that intends to go global regarding the matter of products, country of expansion, target segment of the market, and marketing mix strategy.
Member rating: No Rating | Words: | Submitted: Mon Jun 19 2006
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TABLE OF CONTENTS EXECUTIVE SUMMARY 1 INTRODUCTION 2 ENVIRONMENTAL ANALYSIS 3 MARKET SEGMENTATION AND TARGET MARKET 6 MARKETING MIX STRATEGIES 8 PRODUCT 8 Positioning 8 Country of Origin Attitude 9 Modification 10 DISTRIBUTION 11 Marketing Channels 11 Physical Distribution 12 PRICING 13 Objectives 13 Strategies 14 Environmental Influences 15 PROMOTION 16 Communication Objectives 16 Communication Message 16 Communication Channels 17 Promotional Mix and Media Preferences 17 Other Issues 19 CONCLUSION 20 BIBLIOGRAPHY 22 APPENDIX 1 25 APPENDIX 2 26 EXECUTIVE SUMMARY This report provides information for a company that intends to go global regarding the matter of products, country of expansion, target segment of the market, and marketing mix strategy. The first part of the report discusses the S.L.E.P.T+C factors and S.W.O.T analysis of target countries and the company itself. Meanwhile, the second part of the report describes more about the market segment of the products and the marketing mix strategies to reach the targeted segment. The target segment identified for the company is the Baby Boomers/Third Agers/Grey power, which comprises of the people in their 50's, retired from their professions, and have a high disposable income with time on the hand To reach the segment, the company can position its product by using...
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