国际营销报告

InternationalMarketing:AnIntroductionOutcome1,2TheOutlookofPKElectricsCandidateName:XiongFengGradeandClass:Business4Returndate:21/06/20112Introduction:Thereportwillanalyzethings;includingPKElectricfactoryinvolvestheknowledgeandskillsoftheinternationalmarketing.PKelectricwasfoundedin1987Ningbo,Zhejiangprovince,China.Thisisacountrysuppliers’scopeofsupplyincludes:cableextensively,socks,switch,andelectrical,lightfittings.TheaimistoprovideareportthatwillexplainandidentifywhyPKelectrictoentertheinternationalmarket.KnowwhatinformationsourcetohelpPKelectricfactoryselectappropriateinternationalmarketentry.Thereportdescribesentertheinternationalmarketopportunitiesandrisks.Explaintheprocessandmode,namelythePKwillusechosenmarketaccess,andwhatawaytoenterthemarketwillbethemostsuitableforPKelectricproducts.WhyPKelectricisconsideringenteringinternationalmarkets?First,alongwiththedevelopmentofthedomesticmarketeconomy,similarproductcompetitionbetweenmorefierce，domesticmarketriskincrease，theenterpriseneedtoexpandmarket.And,PKElectricsoverthelasttwoyearstherateofgrowthhasbeguntodeclinewithsalesrising5%andprofitsby2%lastyear.PKElectricsindomesticdemandmarketwithoutapparentgrowthprospectsAtthesametime,December2001thechinajoiningtheWorldTradeOrganization.FortheChineseenterprisestoentertheworldmarkethastheinternationalinstitutionalsafeguard.TwosourcesofinformationPKshouldaccessbeforetodecidingwhichinternationalmarketstoenter.InPKdecidedtoentertheinternationalmarket,itwillmakesomeinformationsuchastheinternationaltradeenvironment,clear,governmentpolicy,thesituationofthecountrydevelopment,etc.TherearesomeinternationalsystemtoprovidesomeinformationsourcessuchastheWTO,foreigninvestmentconsultingservices,the3internationaltradecentre(ITC),theAsiansourceonline,theassociationofsoutheastAsiannations(asana),andsoon.PKcanobtaintheprimarydatabyusingthemethodofinterviewingconsumers.PKshouldpreparesomequestionnaireanddelivertothepeopleinordertoknowtheviewfromconsumers.Qualitythananalysis,thecompetitor'sproductsproduction,marketingenvironmentPKadvantage.Andsetatimetoentertheinternationalmarket.PKcanalsogetsecondarydatabyusingtheInternetsearchmethod.PKneedstoaccesstheinformationofWTO,becauseitexistregulationofinternationaltrade.Themainprincipleisnon-discrimination,whichtaketheproductsfromdifferentcountriesequaltreatment.PKcanknowtradeandindustrydepartment,andthetradecountriesincludingtheWTOinformation.ItssuitsPKtoknowmoreabouttheinternationalmarket.OpportunitiesandthreatsBecausePESTstandsforpolitical,economic,socialandtechnologicalandisthesimplestofthethreeanalyses,concentratingononlyfourmainfactorsThisclassificationdistinguishesbetween:Politicalfactors.Theserefertogovernmentpolicysuchasthedegreeofinterventionintheeconomy.Whatgoodsandservicesdoesagovernmentwanttoprovide?Towhatextentdoesitbelieveinsubsidisingfirms?Whatareitsprioritiesintermsofbusinesssupport?Politicaldecisionscanimpactonmanyvitalareasforbusinesssuchastheeducationoftheworkforce,thehealthofthenationandthequalityoftheinfrastructureoftheeconomysuchastheroadandrailsystem.Economicfactors.Theseincludeinterestrates,taxationchanges,economicgrowth,inflationandexchangerates.AsyouwillseethroughouttheFoundationsofEconomicsbookeconomicchangecanhaveamajorimpactonafirm'sbehaviour.4Socialfactors.Changesinsocialtrendscanimpactonthedemandforafirm'sproductsandtheavailabilityandwillingnessofindividualstowork.IntheUK,forexample,thepopulationhasbeenageing.Thishasincreasedthecostsforfirmswhoarecommittedtopensionpaymentsfortheiremployeesbecausetheirstaffsarelivinglonger.ItalsomeanssomefirmssuchasAsiahavestartedtorecruitolderemployeestotapintothisgrowinglabourpool.Theageingpopulationalsohasimpactondemand:forexample,demandforshelteredaccommodationandmedicineshaveincreasedwhereasdemandfortoysisfalling.Technologicalfactors:newtechnologiescreatenewproductsandnewprocesses.MP3players,computergames,onlinegamblingandhighdefinitionTVsareallnewmarketscreatedbytechnologicaladvances.Onlineshopping,barcodingandcomputeraideddesignareallimprovementstothewaywedobusinessasaresultofbettertechnology.Technologycanreducecosts,improvequalityandleadtoinnovation.Thesedevelopmentscanbenefitconsumersaswellastheorganisationsprovidingtheproducts.So,Ithink,PESTanalysis,suitableforanalysisofPKofopportunitiesandthreats.ThePK’sopportunitiesinclude:ThecommodityofPKproductisn’tsensitivecommodity,andthenchinagovernmentencouragesforeigntrade.so,thesomecommodityofthecompanywillobtainsomepreferentialpolicy,forexample,thegovernmentwillimprovesomeservice,simplifyworkingprocessandthechinamaymakegoodrelationshipwiththeothercountryobtainsomebenefitrequestthatishelpfulthecompanyenterthemarket.Emergingnetworkservicewillhelpthecompanydirectlyfindthecustomer,thecustomerwillbeeasytofindthecompany,andthemarketwillexpand.Entertothenewappropriatemarketwillincreasetheprofit.PK‘sproducthavepricecompetitiveandhavedevelopedagoodreputationforqualityandcustomerservice.soPKenterarightmarketwillincreasehisprofit.ThePK’sthreatsinclude:5WhenthePKenteranewmarket