HND-国际营销导论-report

Contents1.0Introduction2.0Findings2.1WhyisPKElectricsEnteringInternationalmarkets?2.2SourcesofInformation2.3OpportunitiesandThreats2.3.1Opportunities2.3.2Threats2.3.3OpportunitiesandthreatsPKElectricsfaced2.4theProcesstoSelectaMarkettoEnter2.5theModesofMarketEntry2.6WhySelectThisMode3.0Conclusion4.0Reference1.0IntroductionPKElectricshasgrownfromalocalsupplierproducingalimitedrangeofelectricalcablingandswitchestonationalsupplier.Itisconsideringenteringtheinternationalmarket.Thisreportisaimedtoshowthereasonswhyitneedtoenterthemarketandhowtoselectamodewhichsuitabletoit.2.0Findings2.1WhyisPKElectricsEnteringInternationalmarkets?Internationalmarketingisthemultinationalprocessofplanningandexecutingtheconception,pricing,promotionanddistributionofideas,goods,andservicestocreateexchangesthatsatisfyindividualandorganizationalobjectives.Accordingtothecase,wecouldknowthatoverlasttwoyearstherateofgrowthhasbeguntodeclinewithsalesrising5%profitsby2%lastyear().Soenteringinternationalmarketisgoodwaytoimprovethecurrentsituation.TherearefivereasonswhythePKElectricsshouldentertheinternationalmarket.Thefirstisexcesscapacityandhomemarketsaturation.Inanattempttominimizeitsfixedcostsperunitthefirmmayundertakeforeignorders.Andifthedomesticmarketisfullyoccupied,thereisnoorlittlepotentialmarket,noorlittleprofits,theinternationalmarketingseemstobethepriorchoicetomakemoreprofits.Thenextreasonistheintensecompetition.Intensecompetitioninpriceandmarketsharemayoccurinhomemarket,andmaycauselowgrowthandprofits.PKElectrics,thefirmsmaychoosetobeinternationalized,toavoidsuchcompetition.Thethirdoneistherewillbemoreopportunitiesininternationalmarket.Inahighlyflexibleandchangeableinternationalmarket,newopportunitiesandchanceswillfrequentlyoccur.Normally,Internationalmarketing,withmorerisky,couldalsobringmorechances.ThereforeitwillbeaopportunitytorealizethelongtermgoalprofitmaximizationforPKElectricagain.Thefourthoneiscompetitiveadvantages.Somecountriespossessuniquenaturalorhumanresourcesthatcouldgivethemcomparativeadvantages,suchaspriceorqualitywhenitcomestoproducingparticularproducts.Forexample,PKElectriccouldenterthecountrywithenoughmetalandplastics.ThelastreasonisthatenteringinternationalmarketcouldrewardemployeesofPKElectricsexperienceInternationalmarketingisanopportunitytoletbothemployeesandmanagerslearndifferentwaysofthinkingandlookingatthings.Itincreasesproblemsolvingskillsasitforcesyoutolookataproblemfromdifferentangles.ThiswaywouldhelpPKElectricsdevelopbetter.2.2SourcesofInformationInternationalmarketingmanagersmustpaygreatattentiontothequality,quantityandrelevanceoftheinformationthattheyseek.SodoesPKElectricsmanagers.Theyshouldcollectsufficientinformationtohelptheydecidewhichinternationalmarkettoenter.Ontheonehandweshouldcollecttheprimaryinformation.Ontheotherhand,secondaryinformationisneeded.Primaryinformationisinformationgatheredfirsthandbytheorganizationforaspecificpurpose,suchasfromtherepresentativeoftheorganizationinperson,commissioningresearchtobeundertakenonbehalfoftheorganization.PKElectricsshallgetsomeeffectiveinformationfromthetradefairs.Atradefairisanexhibitionorganizedsothatcompaniesinaspecificindustrycanshowcaseanddemonstratetheirnewproductsandservices.Generallyspeaking,atradefairisnotopentothepublicandcanonlybeattendedbycompanyrepresentativesandmembersofthepress.IfPKElectriccouldattendorevenholdsometradefairs,theywouldgetmuchinformationtheywanted.Secondaryinformationisinformationthatalreadyexistsandshouldalwaysbecheckedfirstasitisreadilyaccessibleandsavestimeandeffortbeingusedincollectingprimaryinformation.Youcouldachievethisinformationfromtheworldchambersnetwork,regionaltradeorganizationslikeAPEC,EUandcommercialorganizations.TheOrganizationforEconomicCo-operationandDevelopment(OECD)isaninternationaleconomicorganizationof34countriesfoundedin1961tostimulateeconomicprogressandworldtrade.Itisaforumofcountriescommittedtodemocracyandthefree-marketeconomy,providingaplatformtocomparepolicyexperiences,seekanswerstocommonproblems,identifygoodpractices,andco-ordinatedomesticandinternationalpoliciesofitsmembers.ThusPKElectriccouldknowwhichcountry’smarketdeservesentering.2.3OpportunitiesandThreats2.3.1OpportunitiesPoliticalFactorsIthassomesignificantinfluencestoenterprisesupervision,spendingpowerandotherrelevantactivitieswithenterpriseproduced.Politicalfactorsincludetaxpolicy,laborlaw,environmentallaw,traderestrictions,tariffs,etc.Thepolicymayhelptheorganizationavoidthebankruptcyinthecompetition.Ifgovernmentssupportcompaniesenterintointernationalmarkets,itmustprovidealotofopportunities.Chinaisplayingasignificantroleinworldtrade,whichisalsotheopportunityforPKElectricstoenterinternationalmarkets.EconomicFactorsItreferstothetotalnationaleconomydevelopment,theformofinternationalanddomesticeconomyandEconomicdevelopmenttendency,theenterprisefacesindustryenvironmentandcompetitiveenvironment,etc.TheweakcurrencycouldmakePK’sexporteasierbecausepriceofgoodscanbereducedintheforeignmarkets.SocialFact