InternationalMarketing GroupProjectReport OSIM 11July2014

Topics: Marketing, Brand, European Union Pages: 25 (7470 words) Published: May 31, 2015
ELECTRONIC ASSIGNMENT COVERSHEET

Student Number
32014365
Given name
CHARISSA POON YUN ZHI 32014365, EILLY TAN SHUANG LI 32023334, LIM HUI YING LYNETTE 32190901, RACHEL SIM SIM YEE 31323868 Email
32014365@sma.edu.sg

Unit Code
BUS 321
Unit name
International Marketing
Enrolment mode
Internal
Date
7 July 2014
Assignment number
3
Assignment name
Group Project Report
Tutor
Mr. Jeffrey Quak

Student’s Declaration:

Except where indicated, the work I am submitting in this assignment is my own work and has not been submitted for assessment in another unit.

This submission complies with Murdoch University's academic integrity commitments. I am aware that information about plagiarism and associated penalties can be found at http://www.murdoch.edu.au/teach/plagiarism/. If I have any doubts or queries about this, I am further aware that I can contact my Unit Coordinator prior to submitting the assignment.

I acknowledge that the assessor of this assignment may, for the purpose of assessing this assignment: reproduce this assignment and provide a copy to another academic staff member; and/or submit a copy of this assignment to a plagiarism-checking service. This web-based service may retain a copy of this work for the sole purpose of subsequent plagiarism checking, but has a legal agreement with the University that it will not share or reproduce it in any form.

I have retained a copy of this assignment.

I will retain a copy of the notification of receipt of this assignment. If you have not received a receipt within three days, please check with your Unit Coordinator.

I am aware that I am making this declaration by submitting this document electronically and by using my Murdoch ID and password it is deemed equivalent to executing this declaration with my written signature. Optional Comments to Tutor:

E.g. If this is a group assignment, list group members here

TABLE OF CONTENT

EXECUTIVE SUMMARY3
1.INTERNATIONAL ENVIRONMENT5
1.1SWOT Analysis5
1.2Mode of Entry9
2.SELECTED MARKETING STRATEGY10
2.1Marketing Objectives to be achieved by 31 December 201510 2.2Target Market11
2.3Marketing Mix11
2.3.1Product11
2.3.2Pricing13
2.3.3Place13
2.3.4Promotion15
3.PLANNING ASSUMPTIONS17
3.1Projected Sales and Costs17
3.2Sensitivity17
3.3Contingency Plans18
4.IMPLEMENTATION AND CONTROL MECHANISMS19
5.BUSINESS CONCLUSION21
REFERENCES23

EXECUTIVE SUMMARY

Described as a haven in the euro crisis, Berlin has potential for OSIM to grow and expand its operations in Europe. Having achieved consistent growth for 20 consecutive quarters and establishing strong brand equity, the profits earned will be re-invested to execute the expansion plans. Low levels of brand awareness in the European markets mean that OSIM has to invest in marketing campaigns and activities to increase and establish brand presence. Demand for OSIM’s massage chairs is vulnerable to economic downturn because OSIM’s products are deemed to be luxury goods. Germany is the only European country that is experiencing rising economic growth, with a rise in domestic demand. The existence of the European Union-Singapore Free Trade Agreement (EUSFTA) is a huge advantage for OSIM because it can get to enjoy the elimination of import duties and taxes for its products in Germany. However, one threat to note is the lack of labor supply in Germany - its birth rate is below the replacement rate which could potentially affect productivity growth and thus economic growth.

The OSIM brand will remain as part of the standardization strategy to allow higher chances of brand recall. The designs and concept of the products, technologies and high quality of materials used will also be retained. However, product adaptation will be applied with respect to the elements of Culture and Legal. OSIM will re-engineer the massage chairs to fit the Germans who are considerably bigger size. The language used for...

References: Alibaba. 2014. Alibaba Group. Accessed July 6, http://alibaba.com/trade
Advantages and Challenges of Franchising
Basu, Chirantan. 2014. “The Advantages & Disadvantages of a Wholly Owned Subsidiary.” Ehow. http://www.ehow.com/info_8627934_advantages-disadvantages-wholly-owned-subsidiary.html
Bengtsson, Lars and Mandar Dabhilkar
Beurer, 2014. “Beurer - Specialist for health & well-being.” Beurer Medical. http://www.beurer.com/web/en/beurer/about_us/beurer.php
Bonomelli, Mindy
CET 2014. “German businesses fret over profit threat from Russia Ukraine sanctions”. EuroNews. http://www.euronews.com/2014/03/25/german-businesses-fret-over-profit-threat-from-russia-ukraine-sanctions
Credit Suisse, 2012
EUSFTA. 2011. Ministry of Trade and Industry Singapore. http://www.mti.gov.sg/MTIInsights/Pages/EUSFTA.aspx
European Union – Singapore Free Trade Agreement (EUSFTA) concluded
Economist. 2014 “Recent vigour hides underlying weaknesses in Europe’s leading economy.” The Economist. http://www.economist.com/news/finance-and-economics/21603439-recent-vigour-hides-underlying-weaknesses-europes-leading-economy-clouds-ahead
Economist
Geert Hofstede. 2014. “Applications to global branding and advertising strategy and Research.” The Hofstede Centre. http://geert-hofstede.com/germany.html
Hartman, Dennis
Hussainl, Akmal. 2013. “International Marketing Strategy: Standardization versus Adaptation.”
Management and Administrative Sciences Review
Kinsella, Stephen. 2012. “Selective distribution: An overview of EU and National case law.” Institute of Competition Law. http://awa2012.concurrences.com/academic/article/selective-distribution-an-overview
Languages Across Europe
Laxly. 2014. Laxly Massage Chairs Series. Accessed July 6, http://www.laxly.com/en/
Levine, Michele
Monger, Brian. 2012. “Advertising- Creative Implementation.” Smartamarketing. http://smartamarketing.wordpress.com/2012/02/01/advertising-creative-implementation/
Mooij, Marieke and Geert Hofstede
NHS. 2014. “What’s Your BMI?” NHS Choices. Accessed July 6, http://www.nhs.uk/Livewell/loseweight/Pages/BodyMassIndex.aspx
Orwig, Ken
OSIM. 2013. "Annual Report 2013 - Advantages and Challenges of Franchising." OSIM International Ltd Franchising World 39 (6): 43-44.
OECD Better Life Index
Phillip Capital. 2014. “OSIM International Limited, Growth in the Power of uInfinity”. Phillip Capital Pte Ltd. http://internetfileserver.phillip.com.sg/POEMS/Stocks/Research/ResearchCoverage/SG/OSIM20140507.pdf
Rivas, Anthony
Reuters, Thomson. 2014. “Political risk drags down German industrial orders in May.” MSN News. http://money.msn.com/businessnews/article.aspx?feed=OBR&date=20140704&id=17752341
Reuters, Thomson
Salary Explorer. 2014. “Salary Survey in Berlin.” Salary Explorer. http://www.salaryexplorer.com/salary-survey.php?loc=980&loctype=3
Viegas, Jennifer
Wong, Andy. 2014. "OSIM International: Soothing success." OCBC Investment Research. http://www.ocbcresearch.com/Article.aspx?type=research&id=20140505101538_83095
Whang, Rennie
World Guides, 2014. “Berlin Life and Travel Tips.” TravelSmart Ltd. http://www.world-guides.com/europe/germany/berlin-brandenburg/berlin/life.html
Continue Reading

Please join StudyMode to read the full document

You May Also Find These Documents Helpful

  • InternationalMarketing Research Paper
  • Osim Essay
  • Essay on Osim
  • Essay on osim
  • Osim Marketing Essay
  • Osim International Essay
  • Osim Marketing Communication Essay
  • Osim: Building a Global Brand Essay

Become a StudyMode Member

Sign Up - It's Free