留学英国写的一篇marketing方面dissertation

为了做这个研究计划，我们必须知道公司得实现每一个与市场相关的理论。我们需要看看四个理论来帮助分析市场：企业对企业、销售策略、市场策略和国际化。根据这些理论，研究小组将总结出一些基本问题，在我们生成实际问卷调查之前，使我们明白那些一直在找寻的问题的确切答案。
 

市场策略
 

市场策略是一个细致的市场分析结果。市场分析迫使企业家熟悉市场的所有方面，这样就可以明白目标市场的定义，公司可以定位以获得其销售的份额。市场分析还允许企业家建立定价，分销和促销策略，使公司在竞争激烈的环境中实现盈利。此外，它提供了行业内的增长潜力的指示，这将使你能在未来发展你自己的事业。(Entrepreneur 2006)
 

开发市场战略是在产品或产品于产品之间这三个选项之间做出选择。一个战略：大规模生产和经销该产品达到市场支配地位的一个阈值。一个差异化战略创新：提出一个新的产品在市场上的价格差异创新（最好的技术解决方案，更好的服务，等）。差异化的战略细分：选出产品特定的客户，例如选择利基战略。(Entrepreneur 2006)
 

In order to do this research plan, it’s necessary to know every theory that is related to market where the company wants to implement. We need to look at four theories to help analyse the market: Business to business, Sales Strategy, Market Strategy and Internationalisation. According to these theories, the research team will form some basic questions to know exactly what answers we are looking for before generating actual questionnaires for survey.
 

市场策略———Market Strategy
 

Market strategies are the result of a meticulous market analysis. A market analysis forces the entrepreneur to become familiar with all aspects of the market so that the target market can be defined and the company can be positioned in order to garner its share of sales. A market analysis also enables the entrepreneur to establish pricing, distribution, and promotional strategies that will allow the company to become profitable within a competitive environment. In addition, it provides an indication of the growth potential within the industry, and this will allow you to develop your own estimates for the future of your business. (Entrepreneur 2006)
 

Develop a strategy for the market is for a product or range of products to choose between three options. A Strategy volume: mass production and distribution of the product to reach a threshold of market dominance. A strategy of differentiation through innovation: a proposal for a product whose price difference on the market amounts to innovation (best technical solution, better service, etc.). A strategy of differentiation by segmentation: a proposed product for a particular segment of customers, for example by choosing a niche strategy (Declicdesign 2012)#p#分页标题#e#
 

According to the different possibilities of market strategy can be seen in the theoretical part above, the research team has decided to generate some necessary questions to search for answers from clients about products they need and the effective way to distribute these products (in large volume).
 

Penetration of the global market requires the entrepreneur to a change in how the perception of customer needs in new markets, maintaining a referral capacity competitiveness, maintaining a high level of quality and care for its steady rise, adopting an attitude of respect for habits customers in other countries, using a personal knowledge of several languages and to maintain constant desire to continuously learn from what happens on the world market. Among the main ways of penetrating the global market can be listed as follows: creating a Web site, using specialized companies, joint venture, licensing, franchising, barter and export. The easier way to enter the world market is the creation of a Web site, as the international network, its access is made immediately and ensure a permanent presence on the market. To use this method it is necessary first to ensure an Internet connection for the entrepreneur to be able to use e-mail, then use it for global market intelligence and finally creating a Web site to be provided products and / or services entrepreneur. (Burdus 2010)
 

Companies must make a choice on suppliers, in order to help to locate Schunk Finland, we need to know what are the criteria of choice for businesses. How do they usually make this choice, by what means? website, ad…We need to formulate right questionnaites to find answers from companies according to the following questions: How Schunk website affect clients’ decision ? How much do they know about Schunk ? From where do clients know Schunk (fanchise, website, products, competitors)?Where do clients usually get info about graphite and carbon products ? Loyality about providers?
 

Market penetration can be achieved with a relatively low risk and cost even less appealing to companies specialized in distribution of products in foreign markets national companies. These intermediaries have sufficient information about markets in other countries that have developed some links, be granted only to assist small businesses to market their products. (Burdus 2010)
 

Before to set up in Finland, Schunk must define a competitive advantage on which it can win easily build market share. Graphite products requires a high level of expertise and technology and Schunk is one of the world leader, it can help its expertise and innovation.
 

B到B———B to B
 

B to B marketing is the marketing companies that sell to professionals: business, government, artisans, professionals, associations, etc. as opposed to the marketing of consumer (B to C = Business to Consumers) where buyers and consumers are individuals. (Lendrevie Lindon & Lévy 2006)#p#分页标题#e#
 

The basic principles of marketing are the same in B to B and B to C: market analysis, segmentation, positioning, marketing mix, planning etc., But the techniques are different for both the study of markets for the definition and implementation of the marketing strategy. (Lendrevie Lindon & Lévy 2006)
 

The volume of B to B transactions is much higher than the volume of B to C transactions. The primary reason for this is that in a typical supply chain there will be many B to B transactions involving sub components or raw materials, and only one B to C transaction, specifically sale of the finished product to the end customer. For example, an automobile manufacturer makes several B to B transactions such as buying tires, glass for windscreens, and rubber hoses for its vehicles. The final transaction, a finished vehicle sold to the consumer, is a single (B to C) transaction. The distinction between B-to-B and B-to-C brands is no longer relevant. Companies that deal indirectly with consumers must now evolve their mindsets from B-to-C. While this change in approach must begin within marketing departments, it should also be ingrained into the larger company culture to create a brand experience that encompasses products, services and employees (Lendrevie Lindon & Lévy 2006, 20)
 

Schunk sells its products only to companies, that’s why it is essential to take into consideration differences between business to business market and business to consumer market.

Business to Business market is important in term of quantity, the question we must ask is their business volume needs to forecast demand. We have to interest of the large volume sells and distribute and transport.
 

B to B营销组合———Marketing mix of B to B
 

The analysis of the marketing mix is important in the B to B, since it allows setting priorities on which to focus the action.
 

产品———Product
 

The main goal of the product is to offer something of value to the client. Business buyers invest in something which would yield higher profits. The products must have right features and should stand out. The client will definitely find out what your competitors are offering. (Management-Study-Guide 2012)
 

Schunk markets a wide range of products, the key question is what products might interested Finnish companies. We must get the idea of kinds of products clients want.
 

定价———Price
 

Business buyers generally pay less prices than individual consumers because they buy in mass. The total of the order is higher than a normal consumer. Business marketers must know how to structure their pricing, provided their brand is strong. (Management-Study-Guide 2012)#p#分页标题#e#
 

Our questionnaire requires us to talk about the price that companies are willing to pay. We must know whether the Finnish companies buy their products in the same price range as the products Schunk. The question could be based on to create questionnaire is: How much are clients willing to buy in term of price and quantity?
 

推广———Promotion
 

Promotion refers to methods of communication that a business marketer uses to promote his brand among his clients. Remember the brand must stand apart from the rest. A company really need to interact with their clients well. Promoting one’s brand successfully increases the sales and eventually earns profits for the organization. Brands can be promoted through business meetings, web meetings, e-mails, circulating newsletters, brochures, pamphlets and so on. (Management-Study-Guide 2012)
 

To quickly locate and target the right marketing methods, we must base on this question to find out where companies learn about new products in order to focus on this method : From where clients learn how to choose which mechanical products to buy and from which companies they should buy ?
 

地位———Place
 

It always pays to provide the products and services at the right place which is convenient and easily accessible for the client. (Management-Study-Guide 2012)
 

We must be interested if the location where the product to a real influence on the choice of supplier for business. Is it important to have a firm in Finland or that it doesn’t change for companies that either Finland or Sweden ? The question could be :Do clients prefer buying products from Distributor, agency  in Finland or it’s fine to buy from international?The company wants to expand into a new market, Finland, that is why it’s interesting to understand each point of the marketing mix, in order to define a strategy, or develop targets and priorities.

 

销售战略———Sales strategy
 

A sales strategy consists of a plan that positions a company’s brand or product to gain a competitive advantage. Successful strategies help the sales force focus on target market customers and communicate with them in relevant, meaningful ways. Sales representatives need to know how their products or services can solve customer problems. A successful sales strategy conveys this so that the sales force spends time targeting the correct customers at the right time. (Samantha Gluck 2012)
 

According Schunk’s reputation in the world, our team want to ask to the customer if they know this company and what do they think about it with this question : How popular Schunk is in Finland ?How do clients think about schunk ? In addition, Schunk has a wide product range and adapts to the needs of the country. Thus,it is necessary to consider what products are good to be profitable in Finland.#p#分页标题#e#
 

Sales Strategy services are designed to help businesses Target and penetrate the most promising and profitable markets and sectors and to go to market in the most effective manner. Sales strategy also help to refine and maximize your competitive advantage and product/service differentiation to increase market share and margins and to increase sales win ratios and shorten sales cycles by refining and aligning sales and marketing messaging to capitalise on your value proposition and your competitor's weaknesses. (Sales-Efficiency 2012)
 

In order to have a competitive advantage through service differentiation, it is necessary to question the potential client about their preferences on different ways to order. The question is as follows: Do they prefer Order online? If not, why and what are other ways that they prefer?
 

Define the most efficient and cost-effective tactics and methods to sell your company's products and services and to establish a specific plan to strengthen and enhance lead generation. Establish comprehensive success metrics and quantitative targets at every critical level from the number of impressions made to the number of customers gained. (Sales-Efficiency 2012)

According to the theory, we must determine the best way to reach the customer, we must ask the customer about the different channels and ways to buy the product.

Schunk is an international company can rely on its previous implementations to find the best way to enter the market. It already has a competitive advantage, its reputation.

Figure 1.Elements of the sales strategy (Eng Koh 2012)
 

国际化———Internationalization
 

Internationalization is the process of increasing the connectivity and interdependence of the world's markets and businesses. This process has speeded up dramatically in the last two decades as technological advances make it easier for people to travel, communicate, and do business internationally. Two major recent driving forces are advances in telecommunications infrastructure and the rise of the internet. In general, as economies become more connected to other economies, they have increased opportunity but also increased competition. (Investwords 2012)
 

The option for conducting business abroad is not reserved to large companies, but became accessible to small enterprises, particularly through access to information to those small and medium enterprises. World market of goods and services continues to expand as a result of globalization, the increasing interdependence of national economies. (Burdus 2010)
 

Option for internationalization business entrepreneur bring a number of advantages, but it is necessary that the enterprise be an ongoing concern for innovation, to maintain a high level of quality, to adapt to the demands of customers from different cultures. Among the advantages of internationalization of business can be a higher volume sales, a increase of the life cycle. (Burdus 2010)#p#分页标题#e#
 

The internationalization of business requires the managers the ability to think globally, to be able to appreciate, understand and respect different beliefs, values, behaviors and management practices of companies and individuals from different cultures and countries. In fact, "optimal solution in the sense of the best way to drive, is a cultural preference as how to act depends on the individuals and organizations that give it meaning cultural environment”. (Burduş 2006)
 

Although the internationalization of business has numerous advantages, this process is not proceeding without some obstacles that the entrepreneur should avoid. These barriers to the free development of international business comes mainly from the desire of governments of various countries to protect their own national affairs. The main types of problems they may face an entrepreneur can come from sources: national, international, political, business and culture. (Zimmer 2005)
 

Adopt a business internationalization options can often be hindered by the attitude of the entrepreneur, that business is too small to think of foreign markets, which should be reserved for large companies. Then, another obstacle to internationalization is the lack of information about how they were able to achieve this internationalization. Finding a target customer, a strategy that occupy a given market requires possession of information not always reach the entrepreneur. (Burdus 2010)
 

International sources of obstacles to internationalization by business entrepreneurs are: tariff barriers imposed by governments of some countries for certain products or services and non-tarifare barriers specific to other countries wishing to protect their own products or services. I could also be the embargo that some countries prohibit the importation of products not necessarily economic reasons, and the dumping which is the sale of products in large quantities in a market below their cost of production. Although in each country there are certain regulations imposed by government, where the entrepreneur enters the market of a foreign country, face additional risks. Among those dangers which we must deal with are those concerning government attitude towards private property of that country, the changes of government, the security company's employees in that political context. (Burdus 2010)
 

Schunk is a company already international, which facilitates its integration into a new country. Schunk knowledge of the global market allows them to make the right choices to expand internationally but be careful to pay attention to political and economic aspects of the country.
 

Schunk is already installed in Sweden and doing business with some Finnish companies, our team need to find the answer of whether clients will like to do more purchases if Schunk moved to Finland or if it will have no influence on their choice of suppliers.#p#分页标题#e#