Market Export Strategy

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International Marketing

Table of Contents
1Introduction5
2Methodology6
3Executive Summary7
3.1Marketing plan7
3.2Market segmentation7
3.3Positioning7
3.4Market mix7
3.5Product adaptation7
3.6Promotional mix8
3.7Distribution/distribution channels8
3.8Pricing8
3.9Financial statements and budgets8
4Mission Statement9
5The Marketing Plan9
5.1Marketing Objectives9
5.1.1Target Market10
5.1.2Positioning12
5.1.3Market Penetration and Coverage12
5.1.4Expected Sales15
5.1.5Profit Expectations15
5.2Product Adaptation16
5.2.1Core component description16
5.2.2Packaging16
5.2.3Services17
6Promotion mix19
6.1Advertising19
6.1.1Objectives19
6.1.2Promotional Goal20
6.1.3Detailed promotional strategy for our test market21
6.1.4Conclusion31
7Distribution from Ireland to the USA32
7.1Mode selection32
7.1.1Transportation within Ireland32
7.1.2Transportation to the USA32
7.1.3Transportation within the USA32
7.2Selection of ports33
7.2.1Port in Ireland33
7.2.2Port in the USA33
7.3Packing33
7.3.1Coding and labeling regulations33
7.3.2Packaging of our product34
7.4Documentation required35
7.4.1Transportation documents:35
7.4.2Commercial documents:36
7.4.3Government documents:37
7.4.4Other important documents:38
8Channels of Distribution40
8.1Introduction40
8.2Foreign market entry40
8.3Foreign Manufacturing40
8.3.1Production and exporting40
8.3.2Bottling in the US40
8.4Joint Venture41
8.4.1Explanation41
8.4.2Diageo41
8.4.3Implications & Benefits41
8.5Wholesalers42
8.5.1Functions42
8.5.2Mark-up43
8.5.3Methods of operation43
8.5.4Scale of operation43
8.6Retailers43
8.6.1Type & number43
8.6.2Retail mark-up44
8.6.3Methods of operation44
8.6.4Scale of operation44
8.7Conclusion45
9PRICING46
9.1Cost Determinants46
9.2Conclusion48
10Budgets50
11Conclusion51
12Bibliography52
12.1Books52
12.2Internet52
13Appendices56
13.1Certificate of Origin56
13.2APPLICATION FOR EXPORT CERTIFICATE59
13.3Importers/ Exporters packing declaration61
13.4Example of an Acceptable Combined FCL/LCL Annual Packing Declaration62
13.5PACKING LIST63

Introduction
Several hundreds of years ago our company was founded by a purely Irish man who was keen on Irish whiskey. He named the company Green Valley Distillery because the distillery was situated in one of the most beautiful valleys of Mayo. For many years the company was famous for producing high quality, real Irish whiskey called Green Heritage. For its pure, unique taste the whiskey was known far beyond Ireland.

Years passed. Hundred of years ago the company decided to capture Europe. In the first years of going abroad, Green Heritage discovered many people who liked the taste of the pure Irish drink. Years later, Green Heritage won many awards, including The highest quality whiskey and The favourite trademark.

Nowadays it is not enough for the company to be known merely in Europe. Therefore the team of six people - Thomas van Helvoort, Konstantin Ignatov, Rosemary Landeweerd, Irena Lityanska, Daniela Naydenova and Hannah van der Stok were chosen to participate in a venture of penetrating the American market.

Succeeding and bringing to every American the image of Ireland and the finest taste, as well as the high quality, which can be experienced with every sip of Green Heritage, became the major priority for Green valley distillery.

Methodology

Our methodology is simple, yet effective. When we first joined together as a group, we realized that the best way to start working together was by getting to know one another. A group dinner was an informal setting to discuss ideas, different opinions and...
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