International Marketing Plan 国际营销.doc

2006学年第一学期期末论文International Marketing PlanHisense Group 课程名称：国际营销任课教师：韩 广 义学生姓名：许 康I Company Profit: Hisense brand was recognized as a Famous Trademark in China by the State Administration of Industry and Commerce on January 5, 1999. Founded as Qingdao No.2 Radio Factory in 1969.Hisense in Chinese connotes an ocean-like broad vision and credibility that Hisense always values. The English name Hisense is composed of “high” and “sense”, which connote Hisenses persistent pursuit of high technology, high quality and high taste.Hisense has now developed into a multibillion dollar global conglomerate, which has two listed companies (Hisense Electric Co., Ltd. (600060), on the Shanghai Stock Exchange, and Hisense Kelon Electrical Holdings Company Ltd. (000921), on the Shenzhen and Hong Kong Stock Exchanges); owns three famous trademarks (Hisense, Kelon and Ronshen); and provides a wide range of products and services including “multimedia”, “home appliances”, “telecommunications” and ”information technology”. Adhering to its development strategies stressing sound technological foundation and robust operation, Hisense expands its business into high-end industries and also into the top tiers of those industries through continuous technological research and development. It is making unremitting efforts and developing successive innovations together with its 60,000 employees around the world for the same dream-developing Hisense into an enduring enterprise and global brand. Around the world,Hisense has production bases in South Africa, Algeria, Egypt and sales offices in USA, Europe, Australia and the Middle East. The products are exported to over 100 countries and regions throughout the world. Marketing Mix Marketing mix consists of 4P, price,product(or service),place(distribution),promotion,.The marketing mix describes the specific combination of marketing elements used to achieve objectives and satisfy the target market.1.Price Price is one of the marketing mix.For different pricing objectives,pricing polices and methods will be carried out to achieve companies, set goals.There are three types of pricing polices or methods:cost based pricing methods,market orientated pricing methods and competition based pricing methods.so price has become an strategy and methods to enter the market of Hisense.Hisense proposed the slogan of technology go further, the price for a step,in TVs and air conditionings.Summed up the success of Hisense price strategy is mainly determined by three factors: First, the rate of price reduction is fast.Second, the selling point is excellent. Third,provide adequate material to media.Hisense is very good at using the media to advertise.2.Product(or service) In the marketing mix, the product is the most important factor, other factors, such as price, promotion, etc., must be based on it. so that the product strategy is the cornerstone of the marketing mix strategy.Hisense adheres to the development strategy of high-tech, high-quality, high level of service, and creating an internationally famous brand. From the overall planning of the brand in 1999, the Hisenses new products are created more and more.The company constructed the 3C framework led by home appliances, communication, and information, with its leading products in TVs、air conditioners、refrigerators、mobile phones、moulding、fiber optical transceivers and intelligent traffic management systems. 3.Place(distribution) When a product is purchased by a consumer,it may have been bought directly from the business,or it may have through a number of intermediaries,such as,wholesaler,retailer,these are known as distribution channels. The channels are divided into different types:direct sale,direct mail,telemarketing,Internet,and so on.the products of Hisense not only sold in the Domestic market but also in the international market. The international market including the North American market, the Latin American market, the Western Europe, the Eastern Europe, the Australian market and the African markets.4. Promotion Once a product is developed to meet target market needs and is properly priced and distributed,the intended customer must be informed of the products availability and value.advertising and promotion are basic activities in an international companys mix.Advertise plays a important role in the Hisenses brand building. All the enterprise of household electrical appliances, Hisense is not the best one, but through advertising and other publicity means, Hisense was the most prominent one in the market . because of the frequent advertise , Hisense became the fastest rising company in home appliance industry, which has been great concerned by the consumers.III Swot Analysis SWOT including Strengths ,Weaknesses ,Opportunities,Threats.Through analysis,we can combinate the business strategy of the internal resources and external environment. 1.Strength Firstly, Hisense as a household electrical appliance manufacturing companies has a mature product and service capabilities.It can be used as a solid foundation for developing the international market.Secondly,Hisense has the biggest cost advantage compared to the foreign household electrical appliances industry, household electrical appliances enterprises in China has cost advantage mostly due to Chinas cheap labour.Thirdly,Accumulate and formate a sale team familiar with the international marketing. 2 .Weakness Hisense has the competitive advantage in the international market, but also has particularly competitive disadvantage.Firstly,the Hisense is not a prevalent brand in the international market.Hisense needs to focus on the value of brand,develop scientific marketing strategies to expand the effect of brand.Secondly,Products lack the core competitiveness.Hisense should pay more attention to technological innovation, only with the worlds leading core technologies and independent intellectual property rights, Hisense brand will be a powerful competitive advantage.Thirdly, Chinese goods have poor reputation in history,it also influence of Hisense.3.Opportunity With more and more cooperation in the political, economic and cultural fields, it will provide a favorable external environment for Hisense to develop the international market. Secondly,The national income has been increased rapidly,so the purchasing power also has been enhanced.Thirdly, economic structure is not balance,some country need to import the the household electrical appliance. 4.Threat There are also some threats.firstly,The threat of the strong brand.Secondly, the real threat of financial crisis in the world,Thirdly,some market is not mature, there is a higher business risk and information costs.IV Foreign Markets AnalysisBecause of various differences,international marketing seems difficult ,especially when a company enters a new market ,it is very hard to choose the right market segments without considering the various factors set among different nations.such as, population,religion,culture, climate,and so on.Take South Africa as an example,In South Africa, the impact of Hisense products are everywhere, along the highway to the international Airport in the famous city of South Africa Johannesburg, standing one particularly eye-catching billboards,The characters on it that every Chinese will feel proud: HISENSE - CHINAS FAMOUS BRAND.In fact, in the major cities in South Africa, we can see huge advertising of influence.Many local dealers said the success of Hisense products, is danue to the good name of Hisense in some way, HISENSE can be regared from the word meing as