王老吉出口计划书

西南财经大学Southwestern University of Finance and Economics本科学期论文论文题目： Export Plan for WangLoKAT|WLJ to Singapore 学生姓名： * 学 号： * 教学班级： * Export Plan for WangLoKAT|WLJ to SingaporeExport Plan for WangLoKAT|WLJ to SingaporeAbstract: With deepening development of the Chinese market and the high-speed improvement of market economy, the brand has crossed national boundaries, in the world economy and the rapid rise of the knowledge economy era becoming integrated into the international bond market. Creating a strong brand can make national enterprises never gain a foothold in the world economy and win the initiative in the market competition of globalization. I choose WangLoKAT to make the export plan. This paper will discuss in WLJs corporate culture, development advantages, product features. Then Singapore is chosen as the exporter. I will develop a proper marketing program, select the appropriate mode of transport and exchange earnings, and the financial accounting system according to the Singapore market economy, social environment, trade policy and other factors carefully analyzed, combined the characteristics of the product itself, specifications and target market needs, preparing for entering the Singapore market firstly Key words：export， Singapore， corporate culture , marketingExport Plan for WangLoKAT|WLJ to Singapore摘要：在中国市场化进程日益深化和市场经济高速发展的今天，在这个世界经济一体化和知识经济迅速崛起的时代，品牌已经跨越国界，成为企业融入国际市场的纽带。创建强势的品牌，可以让民族企业永远立足于世界经济之林，在全球化的市场竞争中赢得主动权。本文选择王老吉企业策划出口计划，文中详细介绍了王老吉的企业文化、发展优势、产品特点，并选择了新加坡作为出口国，根据对新加坡市场的经济、社会环境、贸易政策等因素的仔细分析，结合产品自身的特点、规格及目标市场的需求，制定了恰当的营销方案，选择合适的运输方式和收汇方式，并进行了系统的财务核算，为进军新加坡市场做了初步的准备。关键词：出口 新加坡 企业文化 营销 Export Plan for WangLoKAT|WLJ to SingaporeCONTENT1. Introduction-12. The Production status of Export products-23. The Current Market Situation-43.1 The Analyze of the Economic Condition in Singapore-43.2 The Current Market Condition in Singapore-54. Marketing Plan-54.1 The Objectives of WongLoKat Group and Export Plan-54.2 Marketing Objectives -64.3 Marketing Strategy-64.4 Descriptions of Sales Teams -75. Carriage of Freights-95.1 Mode of transport: transportation by sea-95.2 Port Selection-95.3 Exporting Cargo Transportation Insurance-96. Foreign Exchange Earnings from Export-107. Financial Accounting-107.1 Export Rebates-107.2 The rate of profit and loss -117.3 The cost of currency exchange -11Export Plan for WangLoKAT|WLJ to Singapore7.4 Terminology of Trade Price -118. Conclusion-12Reference-12Export Plan for WangLoKAT|WLJ to Singapore11. IntroductionWongLoKat herbal tea, founded in 1828, has nearly two hundred years of history。 It is recognized as the ancestor of herbal tea. Herbal tea is made using plant material, which is called “the king of herbal tea”. Among many herbal teas which are old and famous, WongLoKat is the most famous.Product forms experienced water bowl herbal tea - herbal tea bag - pink herbal tea - herbal tea beverage carrier change. In addition, there also have the red cans of and green box of WongLoKat. But in October 2012 500 ml and 1.5 liter bottle of WongLoKat herbal tea was put into market successfully. On 2012 December 27 “lucky Sambo“ were added to WongLoKat herbal tea family: solid herbal tea, herbal tea, sugar and sugar-free herbal tea, so herbal tea products to create a new form. In 2006, WongLoKat herbal tea joined in the “national precious intangible cultural heritage“, Guangzhou Pharmaceutical Group won WongLoKat herbal tea recipe, original technology has the sole right, protected by the State; 2006 WongLoKat by the state Department of Commerce as “old“; in 2007 WongLoKat herbal tea joined in the municipal intangible cultural heritage; in 2009 it was identified as Chinese famous brand; in 2010, WongLoKat herbal tea appeared in the “national 863 program“; in 2010, WongLoKat become the first Chinese brand at the value of 108 billion yuan. According to national member federation users “2013 Annual food industry (tea) customer satisfaction survey analysis report“ displayed by the China Quality Association, WongLoKat not only won the first in satisfaction, brand image, perceived quality, safety confidence four indicators overwhelmingly, but also subject to various regions of the country recognized by consumers. WongLoKat overwhelmingly won the first award of the whole industry, becoming the tea beverage brands that consumers are most satisfied with. This represents the full range of consumer WongLoKat recognition demonstrates industry leadership position WongLoKat authentic herbal tea.Competitive market environment and positioning itself determine the Master WongLoKat objectives are: to promote the brand image of the featured products, to Export Plan for WangLoKAT|WLJ to Singapore2enhance product features, to improve and promote the purchase of gradually into the international market.2. The Production status of Export productsWongLoKat Groups corporate image is the high-quality traditional Chinese family and the standard management of modern enterprises.Between the mid-1980s and the early 1990s, Guangzhou Pharmaceutical (WangLaoKats predecessor) has ranked th50th as a one of strong medicine group in the whole country, which created a brilliant performance and the output value of 100 million and profits of 10 million. This brilliant performance thanks to the reform of Guangdong forefront of the country and entering the era of market economy early. But after five years, WongLoKat made lots of innovations and changes in positioning, services, products and marketing. WongLoKat determined to expand the Southeast Asian markets including Hong Kong and Macao, even in Japan, France and Canada and other markets. November 9, 2004, Wang Lao Ji Pharmaceutical Co., Ltd. announced changes to the joint venture. By a joint venture with Hong Kong-Pharmaceutical Co., Ltd. invested (capital increase) 168.88 million yuan, accounting for 48.0465% of the shares; shares WongLoKat Guangzhou Pharmaceutical held the original parent company decreased from 92.48% to 48.0465%, the remaining shares to the ESOP. And down to extend the industrial chain. According to WongLoKat brand development strategy, in the bigger brand, it will extend its tentacles into the upstream and downstream industry chain. According WongLoKat official said, WongLoKat has plans to enter the medical device, biopharmaceutical, pharmaceutical distribution and other areas. It has taken full advantages of WongLoKat brand has been established. We believe that through this brand extension, WongLoKat can really break their development constraints, standing in the world pharmaceutical strong forest.In the first half of 2008, WongLoKat sales reached 1.8 billion yuan. Within a few years, WongLoKat sales surged 400 times, swallowing massive Chinese market, which cause panic in the ability of the international beverage giant. As a household Export Plan for WangLoKAT|WLJ to Singapore3bland in China, after years of hard work and accumulation, WongLoKat is loved and supported by Chinese consumers.WongLoKat always been committed to strict quality management, is the first batch of Australian TGA certified pharmaceutical companies. In 2003, the company adopted a comprehensive SFDA GMP certification. In 2007, by the State Administration of Quality Supervision, Inspection and Quarantine issued a “national industrial production permit.“ Meanwhile, the company was rated as food hygiene rating of A-level units of the Guangzhou Municipal Health Bureau.Major products of WongLoKat are food and medicines. Single-product sales of herbal boxed tea of WongLoKat became the countrys leading product sales; at the same time it was the product that had the largest sales of Guangzhou Pharmaceutical. Economic benefits of the companys continued rapid growth in recent years become the Guangzhou Bai Yun District, the focus of the top taxpayer.WongLoKat Company takes “save the world, scientific and patriotic“ as their corporate philosophy, conscientiously fulfilling corporate social responsibility, actively supporting the construction of peoples livelihood. Its Vision for the future development of the enterprise is: “does Chinese food beverage plant leader, OTC proprietary Chinese medicines do leader, and put WongLoKat products to the global market. WongLoKat will run healthcare information technology to promote industrialization, the company building high technological content, good economic returns, low resources consumption, little environmental pollution and human resource advantages into full play of the modern enterprise.WongLoKat will put more focus on construction, management and maintenance of the terminal, but also do a lot of innovation on the access road construction and management. In the specific channel strategy, WongLoKat took intensive distribution. By operation of the terminal, WongLoKat covers almost all the sales terminals which are suitable for sale. The terminal network of WongLoKat spread the whole China, comprehensive coverage of supermarkets and other modern terminal, all of the food terminal, as well as through special channels and terminal roadside store terminals. It can be said, as long as someones place; it is WongLoKat sales.Export Plan for WangLoKAT|WLJ to Singapore43. The Current Market Situation3.1 The Analyze of the Economic Condition in Singapore(1)The Introduction of SingaporeSince Republic of Singapore founded in 1965, Singapore turned into one of Asias four little dragons after a rapid transformation within 40 years. Singapore is a multiracial nation of immigrants; it is one of the most international. Singapore is one of the richest countries in the world, whose economic model is referred to as “state capitalism“, and its political stability, a clean and efficient government is famous. Singapore is one of Asias leading financial services and shipping center. According to Global Financial Centres Index ranking, Singapore is fourth largest international financial center, which followed after London, New York and Hong Kongs(2) The Economic Environment in SingaporeSingapores economy has been in place among developed countries, and per capita GDP in excess of $ 20,000, second only to Japan in Asia. Singapore is the largest shipping and trading center in Southeast Asia. It also has the strong ability to re-export trade, and directly affect ASEAN countries about 500 million people in the market.Singapores economy has gone through labor-intensive industries from the early days of independence, a gradual transition to high value-added capital and technology-intensive industries and high-tech industry, and then to the current information industry and other knowledge-intensive economy. From the 1970s, Singapore began to gradually get rid of relying solely on subsistence entrecote trade situation, the growing trend of rich countries, and gradually developed into emerging countries, and thus one of the “Asian Tigers“ known.Good national credit, improve the regulatory mechanism of government and a sound legal system in Singapore, make it be the worlds leading international financial center. Singapore is currently the Asia-Pacific region is one of the most mature capital markets.Singapore is a country with a highly developed economy with dominant private sector. Singapores economy suffers from high degree of freedom, minimal government intervention in the economy. According to the US Heritage Foundation Export Plan for WangLoKAT|WLJ to Singapore5and “Wall Street Journal“ 2013 “Index of Economic Freedom“ Report rankings, Singapore ranked world No. 2, second only to Hong Kong.(3)The Investment Trade Policy in SingaporeSince August 1, 1992, the following seven items of merchandise designated by the Government of Singapore of its trading range object (processed foods, beverages; clothing, clothing, etc.; furniture; daily necessities; machinery, mechanical; various appliances; transport machinery). The vast majority of raw materials, production equipment imported can be exempted from import duties; but if the raw material belongs to taxable items of merchandise, import duties will be refunded at the time of its manufactured exports.3.2 The Current Market Condition in SingaporeCurrently, the Singapore tea market brand centralization trend is more ob