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12Marketingplan:AppropriateHappycompany●ExecutivesummaryThisisappropriatemusicplushtoysintoNewYorkmarketexportmarketingplan.AppropriatemusiccompanyislocatedinDalian,specializinginChinesetoycompany.Throughtheskillandsecond-handinvestigation,companythinkNewYorkimportplushtoysmarketprospect.Since2008,NewYorktoChinesetoyssincedemandanaverageannualincrease50%,othereconomicindicators,suchastheaverageannualGDPgrowth,andNewYorkcityisAmerica1.4%domesticdisposablepersonalincomeofthehighestin.Therefore,appropriatelecompanyusethisopportunetimeintoNewYorkthemostrepresentative--macy'sdepartmentstore,andsurroundingareasforthecompanyimplementedbottom-upstrategyprovidedagoodopportunity,thismarketsuccesswillgivethecompanyproductbringsstrongbrandreputation,soastofacilitatetheappropriatemusicplushtoysintootherAmericanmarket.AppropriatelecompanyconservativegoalistoachieveAmericatoChinatoydemandrevaluation0.5%.InNewYorkthedemandgrowthrateofChinesetoys(currentlyateveryyear50%)bereckonedintoNewYorkfirstyear,appropriatemusicplushtoysdemandisabout8,000pieces.Advisethecompanysignasoledistributionagreement,canusethisopportunitytodependonsoleagentselected.Macy'sisagoodchoice.Theinspectionabroad,appropriatelecompanyisthefirstproductofcompanyofthehighestqualityblendedinJapanofrobottechnologyintelligentdoll,locatedinthedisposableincomeofhigherwhite-collar,attheageof22to35seniorworkplacepersonage.Productdistributionadoptthefollowingways:(1)fordistributorsgivethemsubstantialprofits,(2)forendusermainlyadoptsthebusbodyprintedoncompanyproduct3advertisingimages,forsomeactivitiessponsoredinactivities.Embeddedadvertising,andcontactthelocalmagazine,insertadvertisementinmagazines.Onceestablishedthismarket,willhelpthecompanyintoWashingtonmarket.Todifferentmarketexpansionhelpstoreducetheeconomicrisks.Appropriatelecompanytodistributorpricelocatedbetween$8~10CIF,estimatethemarketpriceforbetween$13~26.Thepricecanguaranteethecompany35%profitmargins,dealersandendusersoperateapproximatelybetween3~18dollars,thisprogramincludestoenterthemarketandinthefirstyearofactivitiesandforecasttheresult.这是宜乐毛绒玩具进入纽约市场的出口营销计划。宜乐公司是一家位于大连的，集生产销售于一体的中国玩具公司。通过一手和二手的调研，公司认为纽约进口毛绒玩具市场的前景广阔。自2008年以来，纽约对中国玩具的需求平均每年增加50%，其他经济指标，如国内生产总值平均每年增长1.4%，而纽约是美国国内个人可支配收入最高的地区。因此，宜乐公司利用这有利时机进入纽约最具代表性的百货公司—梅西百货，及其周围地区，为公司实施自下而上的策略提供了良好的机遇，这一市场的成功将会给公司产品带来强大的品牌声誉，从而有利于宜乐毛绒玩具进入美国的其他市场。宜乐公司的保守目标是取得美国对中国玩具需求增加额的0.5%。以纽约对中国玩具的需求增长率（目前是每年50%）计算，估计进入纽约的第一年，宜乐毛绒玩具的需求约为8000件。建议公司签署一份分销协议，能否利用这次机会取决于独家代理的选取。梅西百货就是一个很好的选择。经出国考察，宜乐公司的第一个产品是公司最高质量的融入了日本机器人技术的智能娃娃，定位于可支配收入较高的白领阶级，年龄在22～35岁之间的高级职场人士。产品的经销采取如下方式：（1）对于分销商给予他们可观的利润；（2）对于终端用户主要采用在公交车车身印上公司产品的广告图片，对某些活动提供赞助，在活动中嵌入广告，以及联系当地的杂志社，在杂志中插入广告。一旦建立起了这一市场，将有助于公司进入华盛顿市场。向不同市场扩张有助于减少经济风险。宜乐公司分给经销商的价格位于12～18美元之间（CIF），估计市场价格为13～26美元之间。4这个价格可以保证公司35%的利润率，经销商和终端用户之间的加价大约为4～8美元，本计划包括进入市场和第一年的活动和结果预测。●Themarketingenvironmentalanalysis●Marketanalysis市场分析AppropriatemusicplushtoycompanyreviewingAmericantheentiretoymarket,belowisthegeneralideaofthetoymarketandplushtoysmarketanalysisofthespecific:●Chinaisnowtheworld'slargeststateofplushtoysproduction.40%ofplushtoysinUSAaremadeinChina.●Relativetoothercountries,theaverageAmericantoysconsumptionisonthehighside，theaverageconsumptionoftoysinsomedevelopedcitiesis12dollarsperperson.Itis8dollarsinthedevelopingcitiesand5dollarsinthelessdevelopedcities.●Determinedaccordingtothesurvey,urbanareasintheUSA，childrenpercapitahas10to15toys.●ThetoysproductsChinasellstotheUSAincludeplushtoys,plastictoys,electronictoys,woodentoys,metaltoys,leathertoys,children'scarsandothermiscellaneoustoys,whichplushtoysandchildren'scarmostpopular.Accordingtothesurvey,34%consumerswillbuyelectronictoys,31%willchooseintelligenttoysbut35%islovehigh-gradewool,clothadornmenttoys.●Second-rankingatpresentUSAdomestictoyvarietiesaboutthreemillionmany,butmajorityissuitablefor4-8yearschildren'stoys,suitableforlives-infancy,childrenandinfantsduringtheperiodofearlyareless.America’stoymarketisemergingacharacter,that’stoyssalesobjectisextendedfromchildrentoadultmarket,thiswillbecomeanewhotspottoymarket.5●IntheUnitedStates,havealreadysecond-rankingadulttoysrawproductenterprise,itsmorethan40%ofthetoyisspeciallydesignedforadultdesignandmanufacture.Suchasweaponstoyincludesairplanes,warships,tanks,pistol,simulationpistol,simulationofbrand-namecars,eveninrecentyearsintheJapanesemarketverypopularelectronicpetsareverywelcomebyadults.Accordingtothesurvey,entertainmentandeducation,decorativethreefunctionsoftoysrespectivelyproportionof40%,35%and20%.●IntheUnitedStatesinlow-gradetoysthoughpricehasanabsoluteadvantage,buttheseproductsaremostqualitybad,verylowsafetydegree,andviolationoftheoriginalproductpatent.Mostofthemediumandlargeshoppingmallsareprohibitedsellingsuchproducts.●宜乐毛绒玩具公司考察了美国整个玩具市场，下面是对玩具市场的总体概括以及对毛绒玩具市场的具体分析：●中国目前是全球最大的毛绒玩具生产国家，美国有40％的毛绒玩具是中国生产的。●相对其他国家，美国的人均玩具消费偏高，一些发达城市的的人均玩具消费达到12美元，中等消费城市为8美元，经济水平落后的城市为5美元。●据调查，美国城市地区的孩子平均每人拥有10至15件玩具。●中国销往美国的玩具产品包括毛绒玩具、塑胶玩具、电子玩具、木制玩具、金属玩具、皮制玩具、儿童汽车及其他杂项玩具，其中又以毛绒玩具和儿童汽车最为畅销。据调查，34%消费者会选购电子型玩具，31%会选择智能型玩具，而35%则喜爱高档的毛绒、布制装饰类玩具。