2024年HND国际营销导论

IndividualReport

InternationalMarketing:Anintroduction

Outcome1and2

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Tableofcontents

1Introduction.........................................................................................................................................3

2Findings................................................................................................................................................3

2.1ExplainWildhorseAutomobileenteringinternationalmarketsreasons.............................3

2.2TwosourcesofinformationthatWildhorseAutomobile.........................................................4

2.3Keyopportunitiesandthreatsassociatedwithentryinternationalmarket........................6

2.4VVildhorseAutomobilewouldusetoselectwhichmarketstoenter......................................8

2.5ThemodesofmarketentryavailabletoWildhoresAutomobile...........................................9

2.6ThemostappropriatemethodforWildhorseAutomobiletoentrymarket错误！未定义书

签。

3Conclusion........................................................................................................................................13

4Reference...........................................................................................................................................14

1Introduction

ThisreportdescribestheWildhorseAutomcbiletoentertheoverseas

market.Thisreportconsistsofsixparts.Reportedthecontentsofthe

packagewildhorsewhyentertheinternationalmarket.Wildhorsecompany

identifiedtwomarketstoenterthesourceofinformation.Ofthewild

horses.Whatmethodsofautomobilecompanies:oentertheoverseasmarket.

Selecttheappropriatemethodstoentertheoverseasmarketandevaluate

thecriteriayouuseinmarketing.Wildhorsecarcompanieschoosethe

rightwaytoentertheoverseasmarket.Thewildhorseofthecartoassess

thestandardofyourmarketinginthemarket.

2Findings

2.1ExplainWildhorseAutomobileenteringinternationalmarketsreasons

Internationalmarketingistheapplicationofmarketingprinciplesin

morethanonecountry,bycompaniesoverseasoracrossnationalborders.

InternationalmarketingisbasedonanextensionofacompanyJslocal

marketingstrategy,withspecialattentionpaidtomarketing

identification,targeting,anddecisionsinternationally.

China1sproductioncostsrise,thepriceoftheWildhorseAutomobileys

carpriceswillleadtoadeclineinsales.Therefore,thewildhorsecar

companiesshouldlookfortheproductionoflow-costoverseascountries.

Nationalpolicyrestrictionsonthecountry'sresources.Companyresponds

tothegovernment,spolicy.SoWildhorseAutomobilecompanytobuild

factoriesinoverseascountries.

TheWildhorseAutomobilecompanyproductsduetoecologicalcausesofpoor

sales.Ecologicalfactorsinfluencetheproductionefficiencyofthe

company.Socompany'sproductsaresoldoverseas.

TheWildhorseAutomobileCompanyinordertocompetewithrivals.

WildhorseAutomobileCompanytoincreasetheshareofoverseasmarkets

andenhancethecompany'sinfluence.WildhorseAutomobileCompanyto

expandoverseasmarkets.

2.2TwosourcesofinformationthatWildhorseAutomobile

Companyresearchmethodsincludeprimaryresearchandsecondaryresearch.

Companiescanusesecondaryresearchwaystogatherinformation.The

advantagesofsecondaryresearchincludesconvenientsavemoneyand

researchstaffdonotneedtohavetoomuchexperience.Butsecondly

researchinformationwithuncertainty.

Companiescanbeusedthroughtwointernationalorganizationstodo

secondaryresearch.

TheEuropeanUnionwasfoundedinNovember1,1993.EUtosetupBrussels.

EUofficialwebsite:Europa,euTheEU，saimistheestablishmentof

internalbordersbyaspace,strengthencoordinationtodevelopand

establishtheeventualintroductionofaunifiedcurrencyEconomicand

MonetaryUnioneconomic,social,andpromotebalancedeconomicandsocial

developmentofMemberStatesthroughtheimplementationoftheCommon

ForeignandSecurityPolicy.EUcaremissionshasstrictcriteria.

EuropeanEmissionsDirectivecertificationstandsfornon-roadmobile

machineryemissionscertification,theEnglishtranslationof〃Emissions

FromNon-roadMobileMachinery”,referredtoasChina'sauto

exportstoEuropeneedtoreduceautomobileexhaustemissions.China,s

autoexportsemissionsmustcomplywithEUvehicleemissionstandards

InternationalOrganizationforStandardizationbecalledforshortisISO.

ISOwasfoundedin1946.TSOofficialwebsite:www.iso.org/iso/home.html.

TSO'spurposeis:topromoteworldwidedevelopmentofstandardizationto

facilitateinternationalexchangeofgoodsandmutualassistanceandto

expandcooperationinintellectual,scientific,technologicaland

pconomicaspects.ISO'shpadquart.prsinGenova,Swit.zerland.TSO/

TSI6949-2002theInternationalAutomotiveTaskGroup(1ATF)inIS09001:

2000qualitymanagementsystembasedonthecombinationofthe

requirementsoftheinternationalautomotiveindustry,automotive

production,enactedin2002,theservicememberorganizationof

internationalqualitysystemrequirementsstandard.China'sautomobile

companiessupportingplantrequirementsmorestringent,requiringhigh

quality,butalsorequiresthesuppliertostrictlycontrolcostsand

improveefficiency.TS16949providesaunifiedcandevelopquality

managementsystemmodelfortheautomotiveindustry.Chineseauto

companiescontinuetodeepentheimplementationofcontinuousimprovement,

strengthendefectprevention,reductionofvariationandwaste,willmake

theinaiidgciiiculyyslcniinureopliniized,sollialauluuoiiipaiiicsinthemaxket

competitioncontinuedtomaintainacompetitiveadvantage.

TheoverseascarwebsiteincludesCarmax.com.Theoverseasmagazines

includes<Automotorandsport〉isfromGermanyandAutomotiveNews>is

fromAmerica.WiIdhorseAutomobileCompanycanincludeinformationfrom

foreignwebsiteandmagazines.

2.3Keyopportunitiesandthreatsassociatedwithentryinternational

market

Primaryresearchshouldpayattentionincludes:

Primaryresearchincludeslocalpolicylocaleconomyandlocalculture,

Companiesshouldbefami1iarwiththecultureofthetargetcountryis

conducivetotheacquisitionofthetargetcountryinformation.Itis

convenientforthecompanytounderstandthelocalcultureandcommunicate

withthelocalpeople.Thegovernmentpolicyofthetargetcountrycan

affectthedevelopmentoftheenterprise.Tounderstandlocalpolicies

canavoidthelossofenterprises.Thetargetcountry1seconomywill

directlyaffecttheincomeoftheresidentsofthetargetcountry.The

companyproducesthecarthatissuitableforthetargetcountrythrough

thelocaleconomiclevel.Thecompany'scarsgomoresmoothlyintothe

targetcountry.

Thewildhorseautomobilecompanycanobtaintheinformationinthese3

publicplaces.Forexample,theofficeoftheparkinglot,carwashshops,

tollstations.Companiesfromtheofficeoftheparkinglottoget

information,thecompanycanunderstandthepopularcarmodelsandthe

useof.Getinformationfromthecarwashshop,thecompanycangetthe

popularcarpriceinformationtorecord.Companiesproducethemost

attractivecarsthroughtheacquisitionofinformation.Companiescan

collectinformationfromthetollstation,thecompanycanknowthe

differentcarcharges,speedandperformanceofacarrunning,youcan

findalong-distancecarrunningmodels,whichisconducivetothe

company，scarsales.

Externalenvironmentincludessixfactors,divideintopolitical,legal,

social,natural,technologicalandeconomic.

Politics,includingthegovernment'senergyconservationandemission

reductionpolicies,foreignpolicyandvehiclecontrolpolicy.

Economyincludespercapitaincome,unemployment,consumptionlevel.

Society,includingpopulation,localeducationlevelandtheproportion

oflocalpopulationage.

Technologyincludestechnicalworkers,technicaloptimizat/ionand

updatingoftraditionaltechnologies.

Nature,includingairpollution,naturaldisastersandwasteof

resources.

Thelawincludeslocallawstoprotectlocalcarcompanies.

TheopportunityofWildhorseAutomobileCompanyintheoverseasmarket

includes:

Technological:TargetcountryJsgovernmentrequiresimportedcarsmeet

theslandaidsofenergyuunticxvalion.Sotargetcounlryhashighdeuiciiid

fornewenergyvehicles.Chineseautocompanieshavegreatdevelopment

inthenewenergy.China,sautocanexportstotargetcountries.

TechnologycanhelpWildhorseAutomobilecompanyincreasesales.

Economy:thetargetcountry5seconomicrecovery,thetargetcountry's

employmentraterises,thetargetcountry'spublicdemandforthecar

increases.Sothepublicdemandforcarsisworkinginthetargetcountry.

Chinesecarshavepriceadvantage,whichisconducivetothesaleofthe

targetcountry.

ThetechnicalthreatofWildhorseAutomobileCompanytoentertheoverseas

marketincludes:

Social:Developedcountriescarbrandisgoodintargetcountrypublic's

heart.But,Chinesecarbrandhasbadimpressionintargetcountry

public,sheart.BadimpressionofbrandcaninfluenceChineseautomobile

efficiencyintargetcountry."MadeinChina“inapartoft.hpforeign

marketimpressionisinferior,Chinaneedstochangetheimpressionof

thebrand.PromotionofbrandimagecanpromotethesalesofChinese

automobilebrand.

2.4WildhorseAutomobilewouldusetoselectwhichmarketstoenter

1.Whenacompanytooverseasmarketneeddomarketresearch.Theresearch

includesprimaryresearchandsecondaryresearch.Secondary

researchJswayincludescollectinformationfromavarietyof

reliablesources.Atthisstagesuchtechniquescanbeused.

2.Screenthecollectedinformationusingsetcriteria,e.g.asinthe

BusinessEnvironncntalRiskIntelligence(BERI)index.

3.Selecttop-scoringcountriesorregion

4.Applysecondaryscreeningcriteriausingdatafrommarketsandthe

business,e.g.marketattractiveness/competitiveadvantage(GE

matrix)

5.Selectbestcountry(ies)andregion(s)toenter.

6.Prepareaninternationalmarketingplan/strategy

6.1Theselectionofthemostappropriateentrymode

6.2Theselectionofthemostappropriatetargetmarkets

6.3Theselectionofanappropriatemarketingmixsuitedtothecountry

andtargetmarket.

2.5ThemodesofmarketentryavailabletoWildhoresAutomobile

1)TheInternet

ThepopularityofInternetcomputersandmobilephoneshasshortenedthe

distancebetweenpeopleandimprovepeople*sworkingefficiency,which

isgoodforinternationalmarketing.Internetmakesinternational

paymentsmoreconvenient.Theadvantagesoftheinternationalnetworkof

thebuyerandthesellerincludingsecurityandfast.TheInternetcan

monitorlogistics,makelogisticsmoresecure,andpromotetradebetween

countries.

2)Exporting(DirectandIndirect)

Directexportscanenableenterprisestoquicklyselltheirproductsin

theinternationalmarketataverysmal1start-upcost,intermsoffixed

assetsdoesnotrequireorrequiresonlyasmallamountofinvestment,

sothereislittlerisk.Intheinitialexploratoryexport,onthebasis

ofprevioussuccess,theenterprisebyincreasingtheexportvolumeof

exportlinesandenterthenewinternationalmarket,soastogradually

increasetheexportvolume.Directexportcanenableenterprisesto

accumulatealotofinternationalexperience,sothatenterprisesinthe

processofinternationalizationofthemorefaraway.

Indirectexportmaybeagoodwayforenterprisestoenterthe

internationalmarketforthefirsttime.Manufacturersneedonlyalittle

knowledgeofforeignorforeignmarkets,butalsobecauseofthis,ithas

separatedthemanufacturersfromforeignmarkets.Indirectexportsreduce

therisk.

3)ContractualAgreement

Contractmodeisanon-equitycontractsignedbetweentheenterpriseand

thetargetcountry,theformerpatent,technology,experience,management,

humanrpsourcesandotherintangih1passpt.sforthp1att.prtoUSA,and

fromthelattertoobtaineconomicbenefitstoshare.Contractisaway

toentertheforeignmarketthroughtheoutputofknowledgeandtechnology.

Contractmodemainlyincludes:licensemode,franchisemodeandproject

contractingmode,etc.

Entrymodesofinternationalmarketing

Waystoentertheinternationalmarketincludeinternationalagent,

licensing,franchising,jointventure,turnkeyprojects,andstrategic

alliance.Detailedthreewaystoentertheoverseasmarket.Threeways

includesinternationalagent,1icensing,andfranchising.

Iiileriialioiictlagent:Inleiiialionulcxpoilagencyisamuthudfoxacompciiiy

toemployoverseasagentstopromoteinternationalsales.Agentshaveno

titletothegoods.Agentsonlychargeacommission.Internationalagent

takelessinvestmentandgetlessmoney.

Theadvantagesofinternationalagentincludesinternationalagenthave

expensiveknowledgeandexperienceofmarket.Littleinvestmentrequired

andlowpoliticalrisk.Thedisadvantageofinternationalagentincludes

internationalagentmaylackcommitmentandmotivation.International

agentmaybetoosmalltoexploitthewholemarket.Andthismethodmay

beinefficientforlargemarkets.

Franchising:Franchisingistheownerofthefranchiseisintheformof

contractualagreement,whichallowsthefranchiseetouseitsname,

trademark,proprietarytechnology,produc:andoperationmanagement

experiencetoengageinbusinessactivities.FranchisingTakeless

capitalinvestment,andgettheamountofnoneyearnedmoderate.

Theadvantagesoffranchisingincludeshighlevelofcontrol,highly

motivatedbusinesscontactwithmarketknowledge,money.Andfranchising

cangiveprotectionofpatents.Thedisadvantageoffranchisingincludes

problemswithlocallegislation,highcostofmarketingpackagetosupport

franchisees.Costandtimeinvolvedinfindinggoodfranchisees.

Licensing:Licensingisauthorizedtooperate,chargetoallowothersto

usetheirownbrand3fcommercialoperationmodeinthespecifiedtime.

Licensingininternationalmarkettakelessinvestmentandgetless

return.

Theadvantagesoflicensingincludesaprolongeddepxeuialionofalaxget

country,scurrencymayalsoswingamanufacturerfromexporttolicensing.

Licensingovercomestheproblemofhightransportationcost,whichmake

theexportofsomeproductsnon-competitiveintargetmarkets.Political

riskis1owerthanwithequityinvestments.Manyhostgovernmentfavour

licensingoverforeigninvestmentasawaytogettechnology.The

disadvantageoflicensingincludeslackofcontrolbythelicensorover

themarketingplanandprogrammeinthetargetcountry.Riskofcreating

acompetitorinthirdmarketsoreveninthemanfacturer,shomemarket.

Armedwiththelicensorstechnology,thelicensesmaybecomeaformidable

competitorinworldmarkets.Absolutesizeofincomefromalicensing

arrangementascomparedtothatfromexportingto,orinvestingin,the

targetcountry.

2.6ThemostappropriatemethodforWildhorseAutomobiletoentrymarket

WildhorseAutomobileCompanyhavechosentheMalaysianmarket.Wildhorsc

canchoseIndiamarket.India'spoliticalstabilityleadstosocial

stability.IndiaisAsia?sanchorpconomy.India'spconomyis

developingveryfast.India，spercapitaincomeincreased.Indian

em