An International Marketing Report for Original Source
09BSP040
International Marketing
An International Marketing Report for Original Source
Contents page List of Tables | | Abbreviations | | Executive Summary | | 1.1 Introduction | | 2.1 Internationalisation | | 3.1 Foreign Market Segmentation and Targeting | | 4.1 Environmental Analysis | | 5.1 International Marketing Objectives | | 6.1 Foreign Market Entry Strategy | | 7.1 Product/Service Mix Preparation | | 8.1 ConclusionReferences | | AppendicesAppendix A: Why choose Eastern AustraliaAppendix B: Population Structure of Australia 1989 and 2009Appendix C: Percentage Profits within the UK Personal Healthcare MarketAppendix D: Brand Attitudes Towards Original SourceAppendix E: Existing Original Source Products Appendix F: Indigenous Natural Products Appendix G: Australian ClimateAppendix H: Mode Choice FrameworkAppendix I: Competition | |
List of Tables Table 1 | Original Source 5 Year International Objectives | |
Abbreviations GDP – Gross Domestic ProductIMF – International Monetary FundOECD – Organisation for Economic Co-operation and DevelopmentR&D – Research and Development | ROI – Return on InvestmentTIEV - Total Inbound Economic Value UK – United Kingdom USA – United States of America |
Executive Summary
Original Source founded in 1997 now has a big market share of the UK personal healthcare market. Due to the increasing trend of cosmetic demand worldwide, Original Source should expand its brand and product portfolio internationally in order to gain higher profits and competitive advantage. Australia is one of the countries that can offer suitable market conditions, In particular Eastern Australia and the coastline target market. There are many proactive motives for Original Source to enter the foreign market incrementally using a specific concentration strategy. These are to increase their market size and in turn their profitability, increase their competiveness within the global market and also
International Marketing
An International Marketing Report for Original Source
Contents page List of Tables | | Abbreviations | | Executive Summary | | 1.1 Introduction | | 2.1 Internationalisation | | 3.1 Foreign Market Segmentation and Targeting | | 4.1 Environmental Analysis | | 5.1 International Marketing Objectives | | 6.1 Foreign Market Entry Strategy | | 7.1 Product/Service Mix Preparation | | 8.1 ConclusionReferences | | AppendicesAppendix A: Why choose Eastern AustraliaAppendix B: Population Structure of Australia 1989 and 2009Appendix C: Percentage Profits within the UK Personal Healthcare MarketAppendix D: Brand Attitudes Towards Original SourceAppendix E: Existing Original Source Products Appendix F: Indigenous Natural Products Appendix G: Australian ClimateAppendix H: Mode Choice FrameworkAppendix I: Competition | |
List of Tables Table 1 | Original Source 5 Year International Objectives | |
Abbreviations GDP – Gross Domestic ProductIMF – International Monetary FundOECD – Organisation for Economic Co-operation and DevelopmentR&D – Research and Development | ROI – Return on InvestmentTIEV - Total Inbound Economic Value UK – United Kingdom USA – United States of America |
Executive Summary
Original Source founded in 1997 now has a big market share of the UK personal healthcare market. Due to the increasing trend of cosmetic demand worldwide, Original Source should expand its brand and product portfolio internationally in order to gain higher profits and competitive advantage. Australia is one of the countries that can offer suitable market conditions, In particular Eastern Australia and the coastline target market. There are many proactive motives for Original Source to enter the foreign market incrementally using a specific concentration strategy. These are to increase their market size and in turn their profitability, increase their competiveness within the global market and also
References: Hollensen, S. (2004) Global Marketing, 3rd Ed, Prentice Hall, England Staples M, Elwood M, Burton R, Williams J, Marks R, Giles G ONLINE Australian Bureau of Statistics, 2009 Australian Demographic Statistics [Online] at: http://www.abs.gov.au/Ausstats/abs@.nsf/mf/3101.0 [Accessed 17 April 2010] Original Source, (2008) About Original Source [Online] at: http://www.originalsource.co.uk/ [Accessed 20 March 2010] Australian Bureau of Statistics, 2009 [Online] at: http://www.abs.gov.au/AUSSTATS/abs@.nsf/Lookup/4705.0Main+Features12006?OpenDocument [Accessed 17 April 2010] Pz Cussons, 2003. Annual Report and Accounts 2002-2003 [Online] Available at: http://www.pzcussons.com/pzc/ir/reports/rep2003/ar2003/ar2003.pdf (Accessed on 19/04/10) Mintel International Group Ltd, 2009 Product Review, Australia’s No. 1 product review site. 2010. (Online) Available at : http://www.productreview.com.au/showitem.php?item_id=67159#) (Accessed on 20/04/10) (CBC. 2001. [Online]. Available at: http://www.cbc.ca/world/story/2008/11/05/ozone . (Accessed 15 April 2010) Mintel Oxygen http://academic.mintel.com/sinatra/oxygen_academic/search_results/show&/display/id=479959/display/id=521042?select_section=479959(Accessed 15 April 2010) Intulogy Reference for Business. 2010 (Online) Available at: http://www.referenceforbusiness.com/small/Inc-Mail/International-Marketing.html(Accessed 15 April 2010) PZ Cussons IMD World Competitiveness (Online) 1995-2009 (Updated: May 2009).Available at: http://www.imd.ch/research/publications/wcy/World-Competitiveness-Yearbook-Results.cfm(Accessed 15 April 2010) OECD Structural Policy Indicators PZ Cussons Ltd. 2010. Interim Management Statement of PZ Cussons 15 April, p4-8, (Online) Available at: http://www.pzcussons.com/pzc/ir/news_pres/pre2010/2010-04-15/2010-14-15.pdf (Accessed 15 April 2010) KPMG, Competitive Alternatives, 2008) (Mintel 2010) Appendix C: Percentage Profits within the UK Personal Healthcare Market Total | 639 | 100 | 650 | 100 | 680 | 100 | +6.4 | (Mintel 2010) Appendix D: Brand Attitudes Towards Original Source (Mintel 2010)