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澳洲代写paper:市场营销策略,澳洲代写essay,悉尼代写

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更新时间 : 2018-04-01 19:05:18

 

澳洲代写paper:市场营销策略

本文是一篇关于Marketing的文章,要求分析case:JBX公司,JBX公司计划进军中国市场。公司迫切需要制定一系列具体的国际营销策略,在制定营销策略的过程中,作者认为应该考虑四个营销变量4P(产品,价格,渠道和促销),因为它们是整个营销计划的核心。

 

       International Marketing Strategy for JBX Pty Ltd

 

Table of Contents

Executive summary. 3

1.0  Introduction. 4

2.0 International marketing mixed strategy. 4

2.1  Product strategies 4

2.2 Price strategy. 5

2.3 Place strategy. 6

2.4 Promotion strategy. 6

3.0 Recommendation of market feasibility. 7

4.0  Conclusions 7

5.0 References: 8

 

 Key words:Marketing Strategy; Marketing;  International 

 

Executive summary

 

JBX Pty Ltd is planning to step into Chinese market, whose potential defies imagination. JBX Pty Ltd has decided develop Bio Island as high-end brand in health care products market. The brand Bio Island in indigenous market, as its name implies, supplies both children and adults with ecological and healthy products. The brand is prospective enough to keep abreast with the other two giants, Blackmores and Swisse. In 2012, its competitor, Blackmore, has squeezed into Chinese market. So there would pose greater difficulties for Bio  Island to participating in the intense competition. As a result, it is urgent for the company to formulate a series of specific international marketing strategies to prepare for its further expansion inChina. In the process of making scheme for marketing strategies, four marketing variables (4P, product, price, place, and promotion) definitely are supposed to be taken into consideration, because they are the core of the whole marketing plan.

1.0  Introduction

This report intends to come up with international marketing strategies though analyzing the four marketing variables, containing product, price, place (also referred as distribution or channels), and promotion. Questions are as follows. What kinds of products should be provided to the niche market to meet those consumers’ needs? Which level of the price should be defined to make consumers willing to purchase and to fight against major competitors? How to choose channels to sell their product? And what promotion strategies should the company apply to appeal more consumers? All these questions will be interpreted clearly in next section. Following, it will give some recommendation on market feasibility.

 

2.0 International marketing mixed strategy

Establishment of international marketing mixed strategy is defined to formulating marketing strategies of a combination of product strategy, price strategy, place strategy, and promotion strategy. Following are analysis of these strategies.

2.1  Product strategies

To implement the expansion into Chinese market, JBX Pty Ltd ought to decide what kinds of products should convey to the niche market. This decision making involves two options: standardization or adaptation.

2.2 Price strategy

Pricing policy is also one critical component of international marketing mix. Generally speaking, pricing depends on a variety of factors, cost of the product, price of competitors, customers’ purchasing power, the economic development in local area, and so on. Considering these factors, the company can employ cost-plus pricing strategy or market-based pricing strategy. Actually, from the perspective of establishing Bio Island brand, pricing strategies would be recommended as follows:

 

2.3 Place strategy

Properly speaking, place strategy means deciding how to distribute products toChina’s market or which channels to convey products outside the company. Actually, the distribution channel structure is under the impact of the Orienntated country’s economic development, which generates more effective channels (Mallen, 1996). Fortunately,China’s prosperous economic growth guarantees effective channel structures. According to a recent study on Chinese market,China’s channel structure is well influenced by government’s “open policy” (Olsen & Grazin, 1990). The opportunity is that foreign firms have easy access toChina’s market. What’s more, theChinagovernment allows manufacturers to sell products to retailers. Therefore, for JBX Pty Ltd, some intermediaries are redundant. In such circumstance, the company has two alternatives to sell its Bio Island products.

2.4 Promotion strategy

Marketing rules are being refined today, and marketing strategy would create a whole new set of Wienners and losers (Fielding, 2007). To become Wienner, the company needs to make efforts to unique promotion strategic. First, appealing advertisements are necessary. And advertisement can be presented with a wide variety of media, such as TV, mobile TV, Internet, and billboard outside. Second, it should launch large-scale marketing campaigns, including sending out pamphlets.

 

3.0 Recommendation of market feasibility

To be sure, theChina’s market promises huge opportunity for JBX Pty Ltd. Here are some recommendations on how to make its expansion successful and feasible.

A.    The product should tailor the requirement of Chinese consumers

B.    To operate well inChina, it is necessary to develop constant relationship with   government at every level.

C.    Before enter intoChina’s market, it is important to build top-notch teams to run the multinational organization.

 

4.0  Conclusions

This report has given a calculation of the international marketing mix strategy of JBX Pty Ltd. To begin with, it proposes that the company should apply adaptation strategy when developing products to meet the expectations and specific requirements ofChina’s consumers. Then, it holds that skimming strategy fits well in Bio  Island, a high-end brand in health care products. Ensuingly, it declares that the companies should launch marketing campaign in deep length to establish its brand in newChinamarket. As for distribution, it advises opening chain stores or selling directly to retailers, which could help to bypass many needless middlemen.

 

 

 

 

5.0 References:

 

Anderson, C.R, & Zeithamal, C.P. 1984, Stage of product life cycle, business strategy and business performance,  Academy of Management Journal, vol.27, no.1,  pp.5-24.

 

Fielding, M., 2007, Eliminate waste: Determine which media channels truly engage customers. Marketing News,  pp.10-12.

 

Mallen, B. 1996, "Marketing channels and economic development: a literature overview", International Journal of Physical Distribution & Logistics Management, vol. 26, no. 5, pp. 42-48.

 

Olsen, J.E, & Granzin, K.L, 1990, Economic development and channel structure: A multinational study. Journal of Marketing, vol.10, no.2, pp.61-77.

 

 

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