出口学outcome4.doc

Unit assessment: candidates assessment recordA4W2 34 ExportingClassGroupCandidate NameCandidate IDOutcome 4Evidence RequirementsRecord of PerformanceSatisfactory/UnsatisfactoryCommentsAssessment task 4 Product meets customer needs Product meets legal requirements Suitable promotion mix selected Factors affecting pricing evaluated Suitable distribution channel selected Report format with evidence of additional research correctly referenced(Enter S or U in the box to indicate whether performance in the relevant aspect of the assessment is satisfactory or unsatisfactory. The comment column can be used to highlight any re-assessment that may be needed.)Overall comments:Assessors signature:Date:International CollegeCentral South University of Forestry and Technology ASSIGNMENT COVER SHEET Assessment Task: _Course Name: _ Outcome: _ Prepared by: _ (English name) _ (Chinese name) _ (Candidate Number)Class: _ Name of Tutor: _Due Date: _ Date Submitted: _Your report/essay should meet the following requirements. Please confirm this before submitting your assignment.oAssignment is presented on A4 size paper and is tidily typed and well presented. oPages have been firmly stapled.oA copy has been retained by me.oDeclaration below is completed.DeclarationAll forms of plagiarism, cheating and unauthorized collusion are regarded seriously by the University and could result in penalties including failure in the unit and possible exclusion from the University. If you are in doubt, please contact the Unit Coordinator.Expect where I have indicated, the work I am submitting in this assignment is my own work._ (Signature)This section is completed by tutors Marked byDate markedGrade Contents1.0 Introduction.12.0 The selection of suitable product requirements.13.0 The types of promotion required for success in the Australian market.14.0 The factors that would affect pricing decisions. 25.0 Suitable distribution channels to be used in the Australian market.46.0 Conclusion.4References.51.0 Introduction.This report mainly focuses on advises to Zen plastics when this company decides to expansion. In this report, the selection of suitable product requirements, the types of promotion required for success in the Australian market, the factors that would affect pricing decisions and the most suitable distribution channels to be used in the Australian market would be mentioned.2.0 The selection of suitable product requirements.Customers need and legal requirement are the selection of suitable product requirements.Customers need contains three parts. First is size. Different kinds of customers like different size. So it is important to meet customers need. Second is color. As the same like size, customers have different favor in color. And the third is product tailored to the needs of Australian market. This means some special strategies should exist aim to Australian market. Like voltage and so on. Meet customer needs could enhance the sale.Legal requirement like product safety standard should be noticed as well. For example, product safety standard and environment polluted issues and some others. If Zen could meet legal requirement, it could avoid some unnecessary problems. Besides, meet legal requirement also could make trade and business well in Zens range.Meet customers need and legal requirement could help Zen entering into Australian market successfully. 3.0 The types of promotion required for success in the Australian market.There are 4 types of promotion required for success in the Australian market for Zen plastics.Consumer and trade advertising. Advertising is any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor. This type of promotion could save the cost and increase the sales, integrated communication programs and creating awareness. And in the ability to deliver. According to PLC, company could make different advertisements like information advertising, persuasive advertising and suggestive advertising. Besides, this type has large budget because of high fees in advertising. But its per contact cost is very low because many people could receive the message. And its budget in advertising should rely on PLC, marketing share, competition, frequency and differentials. And in availability of the chosen media, adverting has lots of choices. Like television, radio, Internet and so on.Sale promotion. This method means stimulate consumer purchasing and dealer effectiveness. And then attracting more consumers and increasing the needs of consumers. Besides, this method also could increase the sales obviously and promote a brand in advertising. This methods ability to deliver on time should based on PLC. This is because different sale promotion should be used in specialized PLC. Moreover, sale promotion has budgets in discount coupon, gifts and some other preferential. In the availability of the chosen media, this method could choose trade show or exhibitions and games, special-offer stamp, demonstration and so on.Personal selling. This means determines client needs and responds through planned, personalized communication that influences purchase decisions and enhances future business opportunities. This type of promotion could make customers understand the product clearly. And it could achieve the objective of getting awareness. And about the ability to deliver on time. Personal selling is used in persuasive period according to PLC. About budget, there is some budgets in business trip and so on. But its media is very little. It only has the media that rely on person.Public relations. This could achieve building good relations with the companys various publics, obtaining favourable publicity, building up a good corporate image and handling or heading off unfavourable rumours, stories and events. When there are some public relations problems, company should handle them as quick as possible. And the budget like the money in handling problems and promotion would have. The medium like sponsorships, launch events, news, speeches, mobile marketing and public service activities are all available to Zen plastics.(./wikipersonalselling,Access date: Nov.14,2010)4.0 The factors that would affect pricing decisions. There are 7 factors that would affect pricing decisions.Company costs. Company must consider company costs. The cost has a great influence on pricing. This is because the final pricing should be higher than the costs, or the company should suffer the loss.Customer ability to pay. Customers disposal income would decide the customers buy the product or not. If the pricing is over than customers disposal income, they would not buy this product. So it is extremely important for Zen to research the target markets customers disposal income and average income.Competition. Zen should notice the amount of competitors and know competitors pricing. If Zens pricing is higher than competitors, customers would prefer to buying competitors products. The same pricing as competitors, or lower than others pricing would benefit Zen to attract more customers and get larger market share.Distributor choice. Choosing distributor also could influence the pricing decisions. For example, agent would not buy goods from Zen plastics. Agent only sale the goods, so the pricing would be lower because agents revenue depends heavily on high sale volume. But, distributor would make higher pricing. This is because distributor would buy the goods from Zens at first. And then sale to customers. Distributor may wants to get the larger profits. So enhancing the pricing would be exists. Therefore, distributor choice would affect the pricing decisions as well.Currency fluctuation. It is very normal to see currency fluctuation in international market. So it is significant to Zen plastics to notice the rate. Once currency fluctuation happened, there would have some profit and loss. And the profit and loss would influence the pricing decisions. So company may chose to quote in other currencies if currency stability is a problem.Legal factors. Some countries have laws in pricing decisions to protect local economy. For example, some countries may have recommendation retail price. In this situation, Zens pricing may consult with the recommendation retail price. And some countries may rule the allowable discount. So Zen should obey these laws. For these reasons, pricing decisions would be affected.Environment factors. This contains political environment factor, culture environment factor and market environment factor. For political environment factor, whether a countrys political stability or not would influence the pricing decisions. For culture environment factor, religious beliefs and customs and some other culture factors also could affect the pricing decisions. For market environment factor, there are four forms: perfect competition and completely monopoly market, monopoly and oligopoly market competition market. Under the different forms of the market, its price have significant differences.(Scottish Qualifications Authority, Exporting, China Economic Publishing House, 2009)5.0 Suitable distribution channels to be used in the Australian market.The most suitable distribution channels to be used in the Australian market for Zen plastics is that producer to agent or distributor to wholesaler and retailers and then sell to consumer. There are some reasons why this is the most suitable distribution channels for Zen plastics. First, The chosen mode of entry is cooperate with agency. And this distribution channel suits the chosen mode of entry. Second, Zens objective mainly focuses on earning more profit and get larger market share in short time. This distribution channel could get more profit for Zen plastics than other distribution channels. Moreover, this channel could get market share quickly. And the last is environmental conditions like competition. Australian markets competition is fierce. And this is the first time Ze