国际市场选择研究

国际市场选择研究

考虑进军国际进出口市场时，公司或企业必须详细地评估其优势和劣势。评估优势和劣势为企业提供了一个出发点。主管必须评估公司或其产品是否已经做好出口准备。公司需要查看是否有可用的资源来助其推销产品和服务。其资料包括富有经验的市场营销人员、财务资源；而产品应该适合出口并配有不同市场所需的必要资格证书(Kliendl, 2007)。

 

与其他产品相比，此产品应该有竞争优势，方可获得更大的市场份额。由于包装是将产品推销国外的好方法，因此包装应该符合国际标准以便更好地适应市场。因为标准产品更够在国际市场上获得更大的市场份额，所以产品标准化也很重要。为了得到标准的产品，质量控制必须符合国际标准。公司或企业必须获得ISO证明。由于产品正被引进市场，企业还需决定其产品是否被国外代理处认证为准入产品(Kliendl, 2007)。

 

企业需要有生产、制造产品的生产能力。企业需要有足够的空间和设备，为不同国家不同市场生产特定的产品。因为企业的生产能力应该与其处理和储备追加订货相适应。拓展全球市场会增加生产部门的数量，而组织需要考察其是否会影响产出质量(Kliendl, 2007)。

 

When considering to venture into the international market of imports and exports the company or a business must assess its strengths and weaknesses in detail. Assessing the strengths and weaknesses provides a start point for the company. The directors must assess whether the company and the product itself are ready to export. The company has to look at the resources available at its disposal to help in marketing its products and services. Resources include skilled marketing staff, financial resources. The product should be suited for export and should have the necessary qualifications for different markets (Kliendl, 2007).

 

The products should have a competitive advantage over the other products in the markets so has to occupy a larger market share. Packaging should meet the international standards so as they can easily fit in the market since packaging can be a good way to market the products abroad. Product standardization is also important since standard products gain a high market share in the international markets. To obtain standard products quality control must be up to international standards. The company or the business organization should be ISO certified. As the product is being introduced in the market, the business organization has to determine whether the product has to be certified by a foreign agency to be allowed into the market (Kliendl, 2007).

 

The business organization has to have a production capability such that it is able to produce or manufacture the product. The company should have enough space and equipment for the production of the specific products for the different markets in different countries. For it to handle and store additional orders the company’s production capacity should be fit. The expansion of markets into the global markets will increase the number of units produced and the organization should determine whether it affects the quality of its outputs (Kliendl, 2007).#p#分页标题#e#

 

Potential International Markets for Smoke Detectors

 

Construction sites

 

Kitchens

 

Storage areas

 

Functional areas

 

Offices

 

Schools

 

Hospitals

 

Households

 

Government agencies

 

Information Sources

 

Information sources give information or provide knowledge about something. In selecting international markets, various sources can be used. There are primary sources and secondary sources. The primary sources includes conducting a research. The secondary sources include books, newspapers, magazines, internet sites, statistics, and specialist information (Kliendl, 2007).

 

Selection of International Markets

 

First identify how the product sells in the domestic market before venturing into the international market. Products and services that do well in the domestic market also do well in the when introduced in the global market. Once the smoke detectors do well in the home market they will definitely do well in the international markets since they serve the same purpose. The products also should cater for the universal needs. Since the smoke alarm detectors are used for detecting fire accidents and fires are the same then they are suitable and can do well once introduced in the foreign markets. Products to be introduced in the global market should address a need that is not well catered for in the international market. A product should be able to address a new and emergent need in the foreign market. Introducing a smoke detector in an area prone to fires can do well in that market (Kliendl, 2007).

 

Use of Information Sources to Determine Suitability of International Markets for Products and Services.

 

Research can be conducted on the emerging needs of the product and come up with results that enable the marketers to venture in that foreign market. The research can be done using questionnaires and help to know the new and emerging needs in the markets. Research can also be used to determine the needs that are not well catered for in the market, for example a smoke alarm detector that has only an alarm but doesn’t have a blinking light. This cannot help the deaf because they cannot hear the sound. It should be accompanied by light which can help them know when there is a danger in fire or carbon monoxide. Literature review can also be done i.e. by reading books, magazines, journals and newspapers. This can help the marketers in identifying the number of sales made in different markets in the past years. This can help the marketers in making a good strategy when venturing into the markets. Newspapers can help marketers identify places prone to fires and this can be their potential markets for their products-smoke alarm detectors (Kliendl, 2007).#p#分页标题#e#

 

International markets for profiling

 

Construction sites are good markets for the smoke alarm detectors. They have many workers working on them and the workers have to be protected. Many construction sites are not fitted with firefighting equipment hence require the detectors that will alert the workers. Construction sites have unfinished structures hence there should be a way to alert in case of fire for easier evacuation of the workers. There are many valuable and expensive machinery that must be protected in case of a fire in the site. Construction sites are many hence will provide a large market for selling the detectors. Construction sites have a lot of noses and a smoke alarm detector can be fit to alert the workers in case of a fire in the site (Kliendl, 2007).

 

2.识别目标市场---2. Identify the target market

 

Approaches to determining and describing total markets within selected countries for a product or service.

 

Market approach which uses information derived by market transactions and prices. Here the focus is on how the values are obtained from transactions made in the market to the information of the business that requires the valuation multiples obtained from the same transactions. Income approach makes use valuation methods used in converting future values to single present values basing it on the value of the present market expectations about those future values. The main aim is on the future benefits that are obtained by the subject business after the tax cash flow. These benefits are discounted based to the present value using the discount rate. Cost approach bases its argument on the amount that is currently required to replace the service capacity of an asset. The main aim is on the cost of replacing the asset. The current value of an asset should not go beyond the cost to obtain a substitute asset (Rugimbana, 2003).

 

Define a target market based on prospective consumers, market segment and cultural appropriateness.

 

A target market is that specific group of consumers in which marketers target to sell their products to and they are in different market segment and with different cultural beliefs but they have the same needs to satisfy. For each target market the marketer has to tailor make products that satisfy the consumer in all aspects from the culture to their market segment. These are customers that are more likely to buy from you (Rugimbana, 2003).

 

Segment descriptors to describe target market

 

A segment is a section of a market that contains homogeneous groups of consumers who have similar characteristics wants and needs and also react the same in a particular market mix. The consumers can be in the same age, geographic location, religion, race, and income and same education level (Boone & Kurtz, 2006).#p#分页标题#e#

 

Marketing strategic options and select targeting strategy that best meets the requirement of the marketing plan.

 

Selling existing products to the already existing consumers, developing new products and selling to the existing customers, Expanding existing products to new markets, Introducing new products to new markets. Expanding the existing products into new markets meets the requirements since the goods are going global and they already existed in the domestic market (Boone & Kurtz, 2006).

 

Cultural appropriateness of the chosen targeting strategy

 

When expanding the products to new markets one must consider the cultural effects in the new markets. Cultures in different markets are also different and the products have to be tailor made to suit the different cultures since they use the products differently. Each culture has its dos and don’ts and therefore the marketer has to identify them and understand the culture before venturing into that market (Boone & Kurtz, 2006).

 

3.关注目标客户---3. Profile the target audience

 

Describe the total and selected market and the selected market segment/s in the form of a consumer profile

 

A consumer profile is a way of describing consumers in groups for the purposes of marketing and advertising products. It’s easier to advertise to a specific market segment of consumers since it is cheaper. This is represented by a consumer profile.

 

Total market - Fire prone places

 

Selected market - Construction sites

 

Market segment – contractors (Boone & Kurtz, 2006).

 

4.定位策略---4. Positioning strategy

 

Identify available positioning strategies are and choose a strategy to meet marketing requirements and the consumer profile including the culture of profiled groups

 

Relevance of the business to target customers, the competitive advantage of the business organization over its competitors, the level of product quality, the price of the product, the benefits of the product, the target consumer and the benefits of the product to the consumer (Summers, 2005).

 

Cultural appropriateness of chosen positioning strategies using available information sources

 

To gain a competitive advantage the business organization must ensure that its products are in line with the culture of the consumer. Failure of this will lead to the product competing unfairly in the international market. For the product to benefit the consumer it has to have the cultural advantage. The target consumer will use a product that is in line with the consumer’s culture (Summers, 2005).#p#分页标题#e#

 

Positioning implementation plan in accordance with organizational requirements

 

Positioning implementation plan is the process in which the marketers create an image of a product that they intend to sell into the international market. The implementation plan has to incorporate all the needed features to enable the product to be introduced well in the global market (Boone & Kurtz, 2006).