HND国际市场营销-OUTCOME.doc

Contents I. Introduction 2 II. Discussion 2 1 Why is the company comsidering entering international markets 2 2 Secondary sources of information 3 3 The key opportunities and threats 4 4 The process of Spain market assessment 5 5 The modes of market 10 6 Why select this mode 11 III. Conclusion 11 IV. References 11 Report on PK Electrics Introduction PK Electrics was set up in 1987 in Ningbo, Zhejiang province, China. The company products cables, sockets, switches and light fittings and currently operating three factories all based in Zhejiang province. Over the years the organisation has developed a good reputation for quality and customer service. But over the last two years the rate of growth has begun to decline with sales rising 5% and profits by 2% last year. The management team are aware of big changes in international trading that have occurred over the last 10-15 years with the Chinese economy becoming more market-based and the more recent impact of China joining the World Trade Organisation in December 2001. Discussion 1 Why is the company comsidering entering international markets Market saturation Market-related factors Production-related factors Personnel-related factors Risk-related factors Cost-related factors Product life cycle In the case, PK Electrics is part of market saturation. With rising economic growth and the rising disposable incomes, especially of the urban population PK Electrics has seen demand for its products grow as people seek improvements to their homes and living standards. 2 Secondary sources of information PK Electrics enter Spain market. But the company need to consult information about Spain market. The company could consult from the following professional organization: The World Trade Organisation PK Electrics could get commercial information about Spain: Goods schedules and tariff data Services schedules and MFN exemptions Trade Policy Reviews of Spain Dispute cases involving Spain DDA negotiating documents from or mentionin