国际市场营销计划(大学论文).docx

International MarketingFeasibility StudyBring H?vding Into SingaporeAlan 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 YeowTutorial Time: Wednesday 1200-1330Executive SummaryH?vding is a Sweden company that provide bicycle airbag helmet. H?vding has decided to expand into Singapore and the aim of this report will be discussing the feasibility of the Singapore and give some recommendations for H?vding to enter into Singapore Bicycle Gadget Industry.First of all, the report will discuss the product descriptions of H?vding and indicating the corporate missions, visions, and goals. This is to ensure that the consumers are aware of the product and what the company is planning to achieve.The report examines the Porter’s strategy, Ansoff’s matrix, BCG matrix and niche player profile in order to understand the market profile of H?vding. The report will examine the situation analysis by exploring the externalenvironment (PESTEL) and internal environment (SWOT). The strengths, weaknesses, opportunities, and threats will be examined to determine the problems H?vding may face while it enters the Singapore market. In addition, the report will also discuss about the marketing objective of H?vding to enter Singapore market. The marketing objectives are Devoting at least 10% of gross profit between 2016 and 2018 in product design, resulting in airbag helmets for motorcyclists by the end of 2018, devoting at least 10% of gross profit between 2016 and 2018 in product development, resulting in comfortable in tropical wealth by the end of 2018, to generate 50% of awareness among cyclists between 2016 and 2018, and to generate at least 5% brand loyal customers between 2016 and 2018. Furthermore, the report analyses the market segment by analyzing different factors, which are Geographic, Psychographics, Demographics, Socioeconomics, Behavioral, and Benefits. The recommen