[国际市场营销计划(大学论文)]国际市场营销论文.docVIP

PAGE  PAGE 28 [国际市场营销计划(大学论文)]国际市场营销论文 国际市场营销计划(大学论文) International Marketing Feasibility Study Bring H?vding Into Singapore Alan Lau Yin Ho 1712 7475, hoing.lau@ Jason Vicario Dinta 1833 0486, jasondinata@ Jung Hun Kim 1822 9725, qscqsccsq1@ Ye Wint Aung 1581 5396, ultraviolet555@ Tutor: Lim Boon Yeow Tutorial Time: Wednesday 1200-1330 Table of Contents Executive Summary 4 1.0 Introduction 5 2.0 Product Description 5 3.0 Corporate Missions, Visions, and Goals 5 3.1 Mission Statement 5 3.2 Corporate Goals 5 3.2.1 Porter’s Strategy 6 3.2.2 Ansoff’s Matrix 6 3.2.3 BCG Matrix 6 3.2.4 Niche Player 6 4.0 Situation Analysis 7 4.1 External Environment: Macro Environment - PESTEL 7 4.1.1 Political Factors 7 4.1.2 Legal Factors 8 4.1.3 Economic Factors 9 4.1.4 Financial Factors 9 4.1.5 Cultural Factors 9 4.1.6 Technology Factors 10 4.1.7 Environmental Factors 11 4.1.8 Competitive Audit 12 4.2 Micro Environment - Porter’s Five forces 13 4.2.1 Rivalry among existing firms 13 4.2.2 Threat of new Entrants 13 4.2.3 Threat of Substitutes 13 4.2.4 Bargaining Power of Customers 13 4.2.5 Bargaining Power of Suppliers 14 4.2.6 Identified Customers 14 4.2.7 External Factor Analysis Summary 14 4.3 Internal Environment: Resource Based View Framework 15 4.3.1 Tangible Assets 15 4.3.2 Intangible Assets 15 4.3.3 Heterogeneous 15 4.3.4 Immobile 16 4.3.5 Question of Value 16 4.3.6 Question of Rarity 16 4.3.7 Question of Imitability 16 4.3.8 Question of Organization 16 4.3.9 Internal Factor Analysis Summary 17 5.0 SWOT Analysis 18 5.0.1 Strengths 18 5.0.2 Weakness 18 5.0.3 Opportunities 18 5.0.4 Threats 18 5.1 TOWS Matrix 19 6.0 Marketing Objectives 19 7.0 Target Market 20 7.1 Segment Bases 20 7.1.1 Geographic 20 7.1.2 Demographics 20 7.1.3 Socioeconomics 20 7.1.4 Psychographics 20 7.1.5 Behavior 21 7.1.6 Benefits 21 7.1.7 Market Segment 21 8.0 Marketing Mix Strategies 2