国际市场营销报告111.doc

1.0 Products Product is based on the market. From the perspective of product categories, products are divided into consumer products and industrial products. From the case, The Shanghai Trading company has been making a range of quality children and ladiesweat.So we can know that the company products consumer products. As a consumer products company exports its products to make adjustments is necessary. If the product does not meet the customers needs that the company will fail in the market. Therefore, the adjustment of the product is very important. In the case, the company has built a reputation for producing good quality products using a wide range of colors, fabrics and designs. The has experience in the products Changes.Technical:The technical requirements, different countries have different requirements. According to each region to change the status of the consumer. For example, in size, the larger size of European countries and Asian countries, size small. Type version in the clothes, the United States and Europe version of type is too large, too small type version of Asian countries. Products in the clothing category, unit of measure for each region are differences, so different regions should be selected units of measure.Culture:Each country has different cultural backgrounds, in order to better meet the needs of the target country markets. In the design, pattern and color of the area should make different choices. The maximum extent possible to meet local cultural background. For example, as the fashion capital of Milan, their products tend to be more the trend, while the U.S. has a very long-standing hip-hop culture. In short, the background of the target countrys culture to make the best choice to meet the needs of local consumersLegal:Products into the market the most important target country is in line with the target countrys legal and regulatory requirements. Products to meet safety standards, attention to the residual chemical composition, while tag to meet the target language, mark the production components, and washing instructions. In the brand registration and infringement issues cannot be ambiguous. Box warning to indicate the choice of materials cannot go against animal protectionist.Pricing Market pricing in the international is a difficult issue, marketing decision-makers have to be mindful of the surrounding environment in which the company is placed and works in order to determine the correct price strategy.Ethnocentric pricingIn the ethnocentric policy, the price has to be set the same around the world. That means the company to set prices according to the target country market conditions. The pricing policy has the advantages of simple structure, and dont need to target market competition worry.But the price policy also has disadvantages that it overlooks the needs of different target markets and competition and cannot maximize its profits.From case studies, ethnocentrism is priced products trading company in Shanghai the most suitable to Malaysia, Thailand and Indonesias neighbors to enter. There are some differences in different parts of the economy. They are all developing countries. Compared with developed countries, their economic situation is not good; consumption average and the cost of clothes may not be too high. They prefer the brand and price rather than quality. Therefore, the information consumption needs of clothing and do not really need. In these developing markets, it lacks some competition. Therefore, the Shanghai trading company does not face competitive challenges. Thus, ethnocentric pricing will not only help companies more easily control the price of developing countries, and low cost, make more profit.Polycentric pricingThe polycentric policy allows each subsidiary to set a price that is considered the most appropriate for local conditions. If the enterprise carries out the polycentric pricing policy, then it must allow the pricing of the target market to local subsidiaries, but it still need to be responsible for the pricing and make coordination between them. Otherwise, it is likely to reflect badly on the image of the multinational and may favor the grey market. This pricing policy has the advantage of comparing prices on the target market, but it is difficult to coordinate with the local subsidiary. In the case, the polycentric pricing is the most suitable methods for pricing in the Shanghai Trading company enter into European and American market. They are the developed countries, high levels of economic development, peoples spending level is higher . Most of them prefer fashionable and comfortable clothes. Besides, there are many competitors all around the world and meet some challenges. Thus, companies should have their competitive pricing. (The Shanghai Trading companys prices are viewed as highly competitive averaging 25% below European competitors from the case.) Set the price less than other competitors is one of the way to make the products become more competitive. It can also make a promotion and increase the sales in order to maximize the profits.In addition, prices for consumer goods must be considered the local income levels. In a high-income market, e.g. America and European, if prices are much higher than the cost, then the price of the product will have a larger space.PromotionPromotion is an enterprise using a variety of effective ways and means to enable consumers to understand and pay attention to the companys products to stimulate consumer desire to buy, and to promote the realization of the final purchase. The essence of marketing communication. Enterprises in order to promote sales, to general principles of information transmission used in the promotion of enterprises in the enterprise with brokers and consumers in a stable and effective information contact, to achieve effective communication.Promotion covers the four main areas of promotion for international markets: advertising; personal selling; public relations; sales promotion.End consumers:For the end consumers, the company can go through the ads to promote their products. Advertising include TV, radio, newspapers, magazines, trade magazines and the internet. And advertising in different markets has many areas to be considered. In some developing countries, such as: Malaysia, Thailand and Indonesia from the case. Their technology level and standard of living are much worse than developed countries. Perhaps radio and newspapers might be a better choice. Instead, the U.S and the European science, technologies developed and live in a high standard. And U.S is specially one of largest number of televisions in the world, so they would prefer television and internet. It may choose the television and internet.According to the case, its products are children and ladies wear. Most of the end consumers are housewife or young ladies. They would like watching soap operas or suffering on the internet. Choose Television and Internet as the medium is the correct way to advertise its products.On the other hand, the companys products can use demonstrations and sponsorship for promote themselves to end consumer. Demonstrations are a company shows its product in some occasion. Such as the clothes dressed in model or fashion show. The company can shows the end consumer the real information above the products and with a decision whether to buy it. Sponsorship is the company supports the target countrys favorite thing in order to promote their products. For example, Carlsberg and Liverpool Football Club, Adidas and NBA. From the case, its products are children and ladies wear. It can support the childrens show and fashion-show host, because it conforms to the product image.Trade consumerFor the trade consumer, it can use the trade magazines and the websites of business to business (B2B) because of their advantages. They spared a wide range and professional, easy to let trade consumer understand its products strength and weakness in order to get better sales of the down level.Exhibitions and catalogues are the successful marketing activities for promote their products to trade consumer. Exhibitions is a comprehensive use of various media of communication, it convey information about their products and build image through on-site displays and demonstrations. Exhibition also provides an excellent opportunity to conduct a market survey and the trade consumer can learn more about the products including their strength and weakness. They would easier to select and compared with other companys products. Catalogues are a useful way tool provided from the company. It not only help the company test the views of overseas buyers, the trade consumer but also can understand the design and description of all products. From the case, the trade consumer can know the clothes design and style through the catalogues.DistributionWhen a company to expand overseas, the products to overseas market entry, the company must select a distribution channel for export. Through constant practice and gain a lot of business experience, they usually summed up the distribution channels of their products to the most appropriate target market. From the case, the Shanghai Trading company resisted the pressure to use agents to gain a foothold in the developed country at the beginning, but after the company received an enquiry from a French catalogue retailer for a small range of children swear, it changes its distribution channels to a large mult