HND国际营销导论report.doc

Contents 1.0 Introduction 2.0 Findings 2.1 Why is PK Electrics Entering International markets? 2.2 Sources of Information 2.3 Opportunities and Threats 2.3.1 Opportunities 2.3.2 Threats 2.3.3Opportunities and threats PK Electrics faced 2.4 the Process to Select a Market to Enter 2.5 the Modes of Market Entry 2.6 Why Select This Mode 3.0 Conclusion 4.0 Reference 1.0 Introduction PK Electrics has grown from a local supplier producing a limited range of electrical cabling and switches to national supplier. It is considering entering the international market. This report is aimed to show the reasons why it need to enter the market and how to select a mode which suitable to it. 2.0 Findings 2.1 Why is PK Electrics Entering International markets? International marketing is the multinational process of planning and executing the conception, pricing, promotion and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives. According to the case, we could know that over last two years the rate of growth has begun to decline with sales rising 5% profits by 2% last year (/terms/m/marketsaturation.asp). So entering international market is good way to improve the current situation. There are five reasons why the PK Electrics should enter the international market. The first is excess capacity and home market saturation. In an attempt to minimize its fixed costs per unit the firm may undertake foreign orders. And if the domestic market is fully occupied, there is no or little potential market, no or little profits, the international marketing seems to be the prior choice to make more profits. The next reason is the intense competition. Intense competition in price and market share may occur in home market, and may cause low growth and profits. PK Electrics, the firms may choose to be internationalized, to avoid such competition. The third one is there will be more opportunities in international market. In a highly fle