發(fā)布時間：2016-10-23 08:25

本文是留學生作業(yè)范文，主要內(nèi)容是對中國市場潛力進行探索。

1. introduction to the Topic:

China has made remarkable progress during the recent past and due to this reason hundreds of multinational corporations are not only exploiting the low cost labor advantage of the  country, but also thousands of multinationals are also exploiting  the market potential by marketing their products in the country (BBC, 2011). Alliance-Boots, a multinational fast moving consumer goods company that was formed as a result of merger between Alliance UniChem and Boots on 31st July 2006 offer different products through various distributors as well as through its own retail outlets in various parts of the world (Boots Learning Store, 2011). The organization has truly emerged as multinational company, actively exploiting market potentials in various parts of the world (Boots Review of Operation, 2011). Realizing the tremendous growth potential of the Chinese market as the disposable income and the GDP growth in the country is quite high than other parts of the world (CIA, 2011), this paper will essentially explore how Alliance-Boots could exploit the market potential by devising an international marketing plan that will enable the organization to effectively launch the “No.7” cosmetics brands in the market and explore the market potential.  

Table of Contents

Task I: International Marketing Plan: 3
1. Introduction to the Topic: 3
2. Marketing Audit: 4
2.1. PESTLE Analysis 4
2.1.1. Political Factors: 4
2.1.2. Economic Factors: 4
2.1.3. Socio-Cultural Factors: 5
2.1.4. Technological Environment: 5
2.1.5. Environmental Factors: 6
2.1.6. Legal Factors: 6
2.2. SWOT Analysis: 6
2.2.1. Strengths: 6
2.2.2. Weaknesses: 6
2.2.3. Opportunities: 7
2.2.4. Threats: 7
3. Marketing Strategy: 7
3.1. Marketing Objectives: 7
3.2. Segmentation Targeting and Positioning Strategy: 8
4. Market Entry Strategy: 10
4.1. Export Marketing Strategy: 10
4.2. Contract Manufacturing: 11
4.3. Franchising and Licensing: 12
4.4. Joint Venture: 12
4.5. Wholly Owned Subsidiary: 13
4.6. Entry Mode for Alliance-Boots: 13
5. Implementation: 14
5.1. Product Strategy: 14
5.2. Pricing Strategy: 14
5.3. Place Strategy: 15
5.4. Promotion Strategy: 15
5.5. Process: 16
5.6. Physical Evidence: 17
5.7. People: 17
6. Control Evaluation and Contingencies: 17
Task II: Personal Reflection: 20
Works Cited 25

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本文編號：150159