S & K Farming developed an export marketing plan to launch citrus fruits from Southern
California into China. Their product line consists of oranges, lemons, tangerines, limes, and
grapefruit aimed at health-conscious Chinese consumers. Their target market is Shandong
Province due to its agricultural industry. They will use various promotional strategies like
internet ads and samples. To succeed, they must ensure food safety and meet China's strict
import rules. Pricing will be competitive while maintaining quality and freshness.
ROLE OF EXPORT MARKETING IN INTERNATIONAL TRADEsushmitha7
1) Export marketing is a systematic process of developing and distributing goods and services in overseas markets and involves undertaking various marketing activities such as research, product design, branding, packaging, pricing, and promotion.
2) Export marketing brings valuable foreign exchange to exporting countries and helps balance payments but faces challenges like technological differences between countries and trade barriers.
3) Organizations benefit from export marketing through increased sales and profits, enhanced competitiveness, gaining global market share, and risk diversification.
International marketing involves the buying and selling of goods and services across national borders. It entails larger scale operations than domestic marketing due to factors like intense global competition, the dominance of multinational corporations in world trade, and the need to consider cultural and economic differences between countries. There are both push factors that compel companies to expand internationally like market saturation at home as well as pull factors like opportunities for growth and lower costs abroad that attract companies to foreign markets. However, international marketing also presents challenges such as political and legal differences between countries, trade restrictions, and high costs associated with distance.
International Marketing explores the history of trade and marketing between countries. In the year 1970, with the onset of progressive trade liberalization there was a tremendous expansion of the world trade. An organization’s way of marketing in a given country is termed “International marketing”. This comes into play when an organization is part of or associated with an enterprise which also operates in other countries and there is some degree of influence or control of the organization’s marketing activities from outside the country in which it sells and or produces.
To know more about Welingkar School’s Distance Learning Program and courses offered, visit:
http://www.welingkaronline.org/distance-learning/online-mba.html
This Slideshare is the sole Property of the Welingkar School of Distance Learning – Reproduction of this material , without prior consent, either wholly or partially will be treated as a violation of copyright.
The document discusses export marketing and factors that affect it. Export marketing involves exporting goods to other countries and following lengthy procedures and formalities of both the exporting and importing countries. While complex, export marketing also provides opportunities for large profits and earning foreign exchange. It promotes a country's economic, business, and industrial development. Key factors that affect export marketing include the demographic/physical environment, political environment, economic environment, and social/cultural environment of both the exporting and importing countries. These factors relate to issues like population, climate, government policies, economic conditions, income levels, and culture.
International Marketing Management - Recent trends in India's Foreign tradeSOMASUNDARAM T
Institutional infrastructure for exports promotions in India; India's trade policy; exports assistance; exports documentation and procedures including different stages of documentation; Globalization in India, opportunities, constraints and Initiatives in India; major globalization Initiatives from Indian Companies; Government Initiatives needed to foster globalization; the future of Indian global marketing.
This document provides information about an international business textbook. It includes the preface, which thanks various people for their contributions. It also outlines the scope and importance of international business, including how it differs from domestic business. Specifically, it notes that international business involves cross-border trade, the exchange of goods and services between countries, and can include exports, imports and foreign direct investment. Domestic business only operates within one country.
The cultural environment includes factors such as customs, traditions, religion, language, and attitudes that influence consumer behavior in foreign markets. Understanding differences in cultural values is important for international marketers to effectively adapt marketing strategies for different cultures. Failure to account for cultural differences can negatively impact acceptance of products and services in foreign markets.
ROLE OF EXPORT MARKETING IN INTERNATIONAL TRADEsushmitha7
1) Export marketing is a systematic process of developing and distributing goods and services in overseas markets and involves undertaking various marketing activities such as research, product design, branding, packaging, pricing, and promotion.
2) Export marketing brings valuable foreign exchange to exporting countries and helps balance payments but faces challenges like technological differences between countries and trade barriers.
3) Organizations benefit from export marketing through increased sales and profits, enhanced competitiveness, gaining global market share, and risk diversification.
International marketing involves the buying and selling of goods and services across national borders. It entails larger scale operations than domestic marketing due to factors like intense global competition, the dominance of multinational corporations in world trade, and the need to consider cultural and economic differences between countries. There are both push factors that compel companies to expand internationally like market saturation at home as well as pull factors like opportunities for growth and lower costs abroad that attract companies to foreign markets. However, international marketing also presents challenges such as political and legal differences between countries, trade restrictions, and high costs associated with distance.
International Marketing explores the history of trade and marketing between countries. In the year 1970, with the onset of progressive trade liberalization there was a tremendous expansion of the world trade. An organization’s way of marketing in a given country is termed “International marketing”. This comes into play when an organization is part of or associated with an enterprise which also operates in other countries and there is some degree of influence or control of the organization’s marketing activities from outside the country in which it sells and or produces.
To know more about Welingkar School’s Distance Learning Program and courses offered, visit:
http://www.welingkaronline.org/distance-learning/online-mba.html
This Slideshare is the sole Property of the Welingkar School of Distance Learning – Reproduction of this material , without prior consent, either wholly or partially will be treated as a violation of copyright.
The document discusses export marketing and factors that affect it. Export marketing involves exporting goods to other countries and following lengthy procedures and formalities of both the exporting and importing countries. While complex, export marketing also provides opportunities for large profits and earning foreign exchange. It promotes a country's economic, business, and industrial development. Key factors that affect export marketing include the demographic/physical environment, political environment, economic environment, and social/cultural environment of both the exporting and importing countries. These factors relate to issues like population, climate, government policies, economic conditions, income levels, and culture.
International Marketing Management - Recent trends in India's Foreign tradeSOMASUNDARAM T
Institutional infrastructure for exports promotions in India; India's trade policy; exports assistance; exports documentation and procedures including different stages of documentation; Globalization in India, opportunities, constraints and Initiatives in India; major globalization Initiatives from Indian Companies; Government Initiatives needed to foster globalization; the future of Indian global marketing.
This document provides information about an international business textbook. It includes the preface, which thanks various people for their contributions. It also outlines the scope and importance of international business, including how it differs from domestic business. Specifically, it notes that international business involves cross-border trade, the exchange of goods and services between countries, and can include exports, imports and foreign direct investment. Domestic business only operates within one country.
The cultural environment includes factors such as customs, traditions, religion, language, and attitudes that influence consumer behavior in foreign markets. Understanding differences in cultural values is important for international marketers to effectively adapt marketing strategies for different cultures. Failure to account for cultural differences can negatively impact acceptance of products and services in foreign markets.
International Business (BBA MBA) advantages & disadvantages of international busine, approaches of international business, entry strategy, imf, international business (bba mba) entry policy, international organization, nature & scope & feature of international business, need for international business, reasons for recent growth in international busines, what is international business ?university of solapur
The document discusses export marketing and international trade. It covers key topics such as the definition and features of export marketing, the importance and motivations for export marketing, trade barriers faced by exporters, and strategies and considerations for Indian exporters. In particular, it notes that export marketing involves managing marketing activities for cross-border trade, there are large scale operations and a focus on customers, and the goals include earning foreign exchange and promoting economic development.
Concept of international business environmentPinki Verma
This document defines and compares international business and international business environment. It outlines the key differences between domestic and international business. It then discusses the various entry modes for international business, including import/export, licensing, joint ventures, and foreign direct investment. Finally, it analyzes the different components of the international business environment, such as political, legal, economic, technological, socio-cultural, and demographic factors.
This document provides an overview of key concepts related to product decisions in marketing and international business. It discusses factors that influence whether products should be standardized globally or adapted locally, including cultural differences, usage conditions, and government regulations. Product design, production decisions, branding, packaging, and quality standards are also examined. The challenges developing countries face in competing internationally with manufactured goods are noted.
Unit 5 international business 6th semester bbm notes pdfIndependent
This document provides an overview of foreign direct investment (FDI) trends and government policy towards FDI in India. It discusses that FDI in India has steadily increased since economic liberalization began in 1991. Key points include:
- India has become an attractive destination for FDI due to its large market size and cheaper labor.
- Major investing countries include Mauritius, Singapore, Netherlands, Japan, and the US.
- Major sectors receiving FDI are infrastructure, automotive, pharmaceuticals, services, railways, chemicals, and textiles.
- Government policies like "Make in India" have liberalized FDI rules and increased India's global FDI ranking from 15th in 2013 to 9th
1. International trade involves cross-border transactions of goods, services, and resources between nations for commercial purposes.
2. There are several reasons why companies enter international markets, including accessing new markets and resources, reducing costs, and gaining competitive advantages.
3. While international trade provides benefits like increased specialization and access to cheaper goods, it also faces challenges such as political risks, trade barriers, and cultural differences between countries.
International business; competitive advantages; evolution; nature of international business; reasons and stages of internationalisation; approaches and theories of international business; comparative cost advantage and problems of international business.
E:\Notes Of M Com 2\Converted Pdf Notes\International Businessguesta42743
This document provides an overview of international business. It defines international business as commercial transactions between two countries. It discusses why companies engage in international business, including expanding sales, acquiring resources, diversifying sources of sales/supplies, and minimizing competitive risk. Recent growth in international business is due to expansion of technology, liberalization of trade barriers, development of supporting services, and increased global competition. There are various modes of international business, including merchandise exports/imports, service exports/imports, foreign direct investment, and portfolio investment.
This document provides an overview of key concepts in global marketing and international business. It discusses factors driving globalization, different economic systems, country classifications, trade blocs like the EU and OECD, cultural factors influencing global marketing, and challenges in the international political and legal environment. It also summarizes global marketing strategies, strategic planning processes, organizational structures for international businesses, and considerations for implementing and controlling global marketing activities.
This document discusses export and import strategies. It outlines the key elements of developing an export strategy, including assessing export potential, selecting markets, and setting goals. Companies may directly sell exports or use intermediaries like agents or distributors. Importantly, the document covers financial considerations like pricing, payment methods, financing receivables, and countertrade arrangements used when countries face foreign exchange shortages.
This document provides an overview of export management. It aims to gain knowledge about international trade and the import/export process. It defines key terms like exports and importers. It discusses the scope and functions of exports, including improving standards of living and opportunities for economic growth. Factors that influence export marketing are explored, including controllable factors like resources and uncontrollable factors like policies and exchange rates. Market analysis, intelligence, research and selection processes are outlined. Finally, it discusses export planning, marketing, development and various entry strategies into foreign markets.
INTERNATIONAL BUSINESS - MG UNIVERSITY 3RD SEMESTER - FULL NOTESSooraj Krishnakumar
This document provides an overview of the modules covered in an International Business course. It discusses key topics such as the nature and dimensions of international business, the globalization process, international economic institutions, export/import procedures, foreign investment, and social and environmental issues in international business. The modules cover the international business environment, entry strategies, factors driving globalization, and challenges that companies face when operating globally.
International business involves commercial transactions between two or more countries, including the exchange of goods, services, capital, technology, and other resources. It provides opportunities for companies to expand into new markets, utilize resources efficiently across borders, and diversify risks. However, international business also faces challenges such as cultural and regulatory barriers between countries, volatility in exchange rates, and increased costs. Recent growth in international business has been driven by advances in technology that reduce communication and transportation costs, as well as decreasing trade barriers globally.
International business mumbai university solved paper 2008shrund
This document provides information about an international business exam from Mumbai University in 2008. It includes sample exam questions and answers about topics like globalization, reasons for entering international business, and foreign exchange risks and trade barriers.
The first question is about defining globalization and how global organizations emerge to enjoy global leadership. The second question asks why companies enter international business when domestic opportunities exist. The third question requires short notes on foreign exchange risks and trade barriers. Sample answers are provided that discuss topics like stages of becoming a global organization, reasons for internationalization, and types of foreign exchange and trade barriers.
Unit 4 international business 6th semester bbm notes pdfIndependent
This document provides an overview of key concepts related to international business, including multinational corporations, foreign collaborations, joint ventures, and franchising. It defines multinational corporations as companies that have operations in multiple countries. Foreign collaborations are strategic alliances between resident and non-resident entities, often requiring government approval. Joint ventures involve two or more companies partnering on a specific project by sharing resources and profits. Franchising grants a franchisee the legal right to use a brand's trademarks and business model in exchange for fees and adherence to the franchiser's operating methods.
This document outlines key concepts related to foreign trade for Malaysian SMEs. It defines SME categories based on annual sales turnover or number of employees. Foreign trade involves the import and export of goods and services between countries. The benefits of exports include cost reduction, increased profits from larger markets, and gaining new market information and reputation. Imports allow for cheaper supplies and new market sources. Managing foreign trade requires consideration of objectives, regulations, delegation of authority, documentation, financial plans, marketing research, and cultural factors in target markets.
Global market place, discuss barriers in marketing,
1. Looking at the Global Marketing Environment
2. Deciding Whether to Go Global:-
3. Deciding Which Markets to Enter
4. Deciding How to Enter the Market
5. Deciding on the Global Marketing Organization
In this presentation we will discuss all the methods by which we can be able to inter in the global market.........
The document outlines the key elements and purpose of an Export Marketing Plan (EMP). The EMP brings together relevant marketing instruments into a mix to guide export activities and inform internal stakeholders. It should be a maximum of 4 pages and include sections on background, market research, segmentation, objectives, marketing mix implementation, and a 1-year action plan. The purpose of the EMP is to direct export activities, facilitate decision making, and justify costs to company directors.
presentation on marketing of fruits , vegetables and flowersSharath Galagali
This document summarizes marketing strategies for fruits, vegetables, and flowers in India. It discusses that India is the top global producer of many fruits and vegetables. It then outlines strategies for local markets and branded supermarkets, including maintaining quality, developing customer loyalty, and using various promotional activities. Local flower markets aim to build trust while boutiques offer discounts and advertising to attract regular customers. Overall, the document covers different approaches to marketing agricultural products in India.
The document discusses various concepts related to export marketing promotion and communication. It covers topics such as the importance of communication in export marketing, different communication techniques like personal selling, sales promotion, publicity, and advertising. It also discusses factors that affect promotion strategies for export marketing and the need to consider standardization versus adaptation of promotion strategies for different international markets.
International Business (BBA MBA) advantages & disadvantages of international busine, approaches of international business, entry strategy, imf, international business (bba mba) entry policy, international organization, nature & scope & feature of international business, need for international business, reasons for recent growth in international busines, what is international business ?university of solapur
The document discusses export marketing and international trade. It covers key topics such as the definition and features of export marketing, the importance and motivations for export marketing, trade barriers faced by exporters, and strategies and considerations for Indian exporters. In particular, it notes that export marketing involves managing marketing activities for cross-border trade, there are large scale operations and a focus on customers, and the goals include earning foreign exchange and promoting economic development.
Concept of international business environmentPinki Verma
This document defines and compares international business and international business environment. It outlines the key differences between domestic and international business. It then discusses the various entry modes for international business, including import/export, licensing, joint ventures, and foreign direct investment. Finally, it analyzes the different components of the international business environment, such as political, legal, economic, technological, socio-cultural, and demographic factors.
This document provides an overview of key concepts related to product decisions in marketing and international business. It discusses factors that influence whether products should be standardized globally or adapted locally, including cultural differences, usage conditions, and government regulations. Product design, production decisions, branding, packaging, and quality standards are also examined. The challenges developing countries face in competing internationally with manufactured goods are noted.
Unit 5 international business 6th semester bbm notes pdfIndependent
This document provides an overview of foreign direct investment (FDI) trends and government policy towards FDI in India. It discusses that FDI in India has steadily increased since economic liberalization began in 1991. Key points include:
- India has become an attractive destination for FDI due to its large market size and cheaper labor.
- Major investing countries include Mauritius, Singapore, Netherlands, Japan, and the US.
- Major sectors receiving FDI are infrastructure, automotive, pharmaceuticals, services, railways, chemicals, and textiles.
- Government policies like "Make in India" have liberalized FDI rules and increased India's global FDI ranking from 15th in 2013 to 9th
1. International trade involves cross-border transactions of goods, services, and resources between nations for commercial purposes.
2. There are several reasons why companies enter international markets, including accessing new markets and resources, reducing costs, and gaining competitive advantages.
3. While international trade provides benefits like increased specialization and access to cheaper goods, it also faces challenges such as political risks, trade barriers, and cultural differences between countries.
International business; competitive advantages; evolution; nature of international business; reasons and stages of internationalisation; approaches and theories of international business; comparative cost advantage and problems of international business.
E:\Notes Of M Com 2\Converted Pdf Notes\International Businessguesta42743
This document provides an overview of international business. It defines international business as commercial transactions between two countries. It discusses why companies engage in international business, including expanding sales, acquiring resources, diversifying sources of sales/supplies, and minimizing competitive risk. Recent growth in international business is due to expansion of technology, liberalization of trade barriers, development of supporting services, and increased global competition. There are various modes of international business, including merchandise exports/imports, service exports/imports, foreign direct investment, and portfolio investment.
This document provides an overview of key concepts in global marketing and international business. It discusses factors driving globalization, different economic systems, country classifications, trade blocs like the EU and OECD, cultural factors influencing global marketing, and challenges in the international political and legal environment. It also summarizes global marketing strategies, strategic planning processes, organizational structures for international businesses, and considerations for implementing and controlling global marketing activities.
This document discusses export and import strategies. It outlines the key elements of developing an export strategy, including assessing export potential, selecting markets, and setting goals. Companies may directly sell exports or use intermediaries like agents or distributors. Importantly, the document covers financial considerations like pricing, payment methods, financing receivables, and countertrade arrangements used when countries face foreign exchange shortages.
This document provides an overview of export management. It aims to gain knowledge about international trade and the import/export process. It defines key terms like exports and importers. It discusses the scope and functions of exports, including improving standards of living and opportunities for economic growth. Factors that influence export marketing are explored, including controllable factors like resources and uncontrollable factors like policies and exchange rates. Market analysis, intelligence, research and selection processes are outlined. Finally, it discusses export planning, marketing, development and various entry strategies into foreign markets.
INTERNATIONAL BUSINESS - MG UNIVERSITY 3RD SEMESTER - FULL NOTESSooraj Krishnakumar
This document provides an overview of the modules covered in an International Business course. It discusses key topics such as the nature and dimensions of international business, the globalization process, international economic institutions, export/import procedures, foreign investment, and social and environmental issues in international business. The modules cover the international business environment, entry strategies, factors driving globalization, and challenges that companies face when operating globally.
International business involves commercial transactions between two or more countries, including the exchange of goods, services, capital, technology, and other resources. It provides opportunities for companies to expand into new markets, utilize resources efficiently across borders, and diversify risks. However, international business also faces challenges such as cultural and regulatory barriers between countries, volatility in exchange rates, and increased costs. Recent growth in international business has been driven by advances in technology that reduce communication and transportation costs, as well as decreasing trade barriers globally.
International business mumbai university solved paper 2008shrund
This document provides information about an international business exam from Mumbai University in 2008. It includes sample exam questions and answers about topics like globalization, reasons for entering international business, and foreign exchange risks and trade barriers.
The first question is about defining globalization and how global organizations emerge to enjoy global leadership. The second question asks why companies enter international business when domestic opportunities exist. The third question requires short notes on foreign exchange risks and trade barriers. Sample answers are provided that discuss topics like stages of becoming a global organization, reasons for internationalization, and types of foreign exchange and trade barriers.
Unit 4 international business 6th semester bbm notes pdfIndependent
This document provides an overview of key concepts related to international business, including multinational corporations, foreign collaborations, joint ventures, and franchising. It defines multinational corporations as companies that have operations in multiple countries. Foreign collaborations are strategic alliances between resident and non-resident entities, often requiring government approval. Joint ventures involve two or more companies partnering on a specific project by sharing resources and profits. Franchising grants a franchisee the legal right to use a brand's trademarks and business model in exchange for fees and adherence to the franchiser's operating methods.
This document outlines key concepts related to foreign trade for Malaysian SMEs. It defines SME categories based on annual sales turnover or number of employees. Foreign trade involves the import and export of goods and services between countries. The benefits of exports include cost reduction, increased profits from larger markets, and gaining new market information and reputation. Imports allow for cheaper supplies and new market sources. Managing foreign trade requires consideration of objectives, regulations, delegation of authority, documentation, financial plans, marketing research, and cultural factors in target markets.
Global market place, discuss barriers in marketing,
1. Looking at the Global Marketing Environment
2. Deciding Whether to Go Global:-
3. Deciding Which Markets to Enter
4. Deciding How to Enter the Market
5. Deciding on the Global Marketing Organization
In this presentation we will discuss all the methods by which we can be able to inter in the global market.........
The document outlines the key elements and purpose of an Export Marketing Plan (EMP). The EMP brings together relevant marketing instruments into a mix to guide export activities and inform internal stakeholders. It should be a maximum of 4 pages and include sections on background, market research, segmentation, objectives, marketing mix implementation, and a 1-year action plan. The purpose of the EMP is to direct export activities, facilitate decision making, and justify costs to company directors.
presentation on marketing of fruits , vegetables and flowersSharath Galagali
This document summarizes marketing strategies for fruits, vegetables, and flowers in India. It discusses that India is the top global producer of many fruits and vegetables. It then outlines strategies for local markets and branded supermarkets, including maintaining quality, developing customer loyalty, and using various promotional activities. Local flower markets aim to build trust while boutiques offer discounts and advertising to attract regular customers. Overall, the document covers different approaches to marketing agricultural products in India.
The document discusses various concepts related to export marketing promotion and communication. It covers topics such as the importance of communication in export marketing, different communication techniques like personal selling, sales promotion, publicity, and advertising. It also discusses factors that affect promotion strategies for export marketing and the need to consider standardization versus adaptation of promotion strategies for different international markets.
U.S. Analytical Laboratory Instrument Market. Analysis And Forecast to 2020IndexBox Marketing
IndexBox Marketing has just published its report: “U.S. Analytical Laboratory Instrument Market. Analysis And Forecast to 2020”.
The report provides an in-depth analysis of the U.S. analytical laboratory instrument market. It presents the latest data of the market size and volume, domestic production, exports and imports, price dynamics and turnover in the industry. In addition, the report contains insightful information about the industry, including industry life cycle, business locations, productivity, employment and many other crucial aspects. The Company Profiles section contains relevant data on the major players in the industry.
This document provides information about Chenab Group, a leading textile company in Pakistan. It discusses the group's founding in 1974, key people, headquarters, areas served, and product offerings. Chenab has divisions for spinning, weaving, processing, and stitching textiles. It produces a wide range of products including fabrics, home textiles, garments, and more. The company exports globally and has received several awards for its business success and technologies.
NATO is an intergovernmental military alliance formed in 1949 by the North Atlantic Treaty. During the Cold War, NATO standardized allied military procedures and technology, primarily adopting U.S. practices. NATO's first military operations were in 1990 and 1991 in response to Iraq's invasion of Kuwait. NATO has members and partner programs to build relationships with non-member countries. The NATO Parliamentary Assembly generates policy for the NATO Council through reports from its five committees covering security, defense, economics, politics, and science/technology.
O documento descreve a formação e objetivos da Organização do Tratado do Atlântico Norte (NATO). A NATO foi criada em 1949 como uma aliança militar entre países europeus e a América do Norte para defender a liberdade e a segurança mútua de seus membros contra a ameaça soviética durante a Guerra Fria.
The document discusses diversity in religion in the Jamaican society. It outlines that the main religions in Jamaica are Christianity, Hinduism, Judaism, and Islam. It emphasizes the importance of respecting religious diversity in the classroom and treating all students equally regardless of their religious backgrounds. For managing religious diversity, it suggests promoting respect for differences, eliminating bias, and tolerance for various religious practices and beliefs.
Study of recruitment & selection process in aviva life insurance by saumya mehtaAnirudha Kelkar
The document is a project report submitted to the University of Pune on the topic of recruitment and selection at Aviva Life Insurance. It includes an introduction, objectives, research methodology, company profile of Aviva Life Insurance, literature review on recruitment and selection, data analysis from a survey conducted at Aviva, findings, conclusions and suggestions. The report aims to study the recruitment and selection process at Aviva Life Insurance.
NATO is an intergovernmental military alliance between 28 European and North American countries. It operates on the principle of consensus decision-making between member states. Key structures that facilitate NATO's work include the North Atlantic Council, Nuclear Planning Group, Military Committee, International Staff, International Military Staff, and two strategic military commands. Specialized agencies also support functions like logistics, communications, and standardization. Member states fund NATO through both direct civil and military budgets, as well as indirect defense contributions.
NATO (North Atlantic Treaty Organization)Soya Odut
Dokumen tersebut membahas tentang NATO (North Atlantic Treaty Organization) yang didirikan pada tahun 1949 oleh 12 negara untuk tujuan pertahanan bersama melawan ancaman Uni Soviet. NATO kini telah berkembang menjadi aliansi militer internasional yang terdiri atas 28 negara anggota. Struktur kepemimpinan NATO terdiri atas Dewan Atlantik Utara dan Komite Militer.
Gourmet is a leading provider of bakery and confectionary products in Lahore with a mission to provide quality products at low prices. Its objectives are to build profitable customer relationships, provide products to increase its markets, and become a leader in its industry. A strength is its strong brand name in Lahore, though it lacks proper promotion and parking. Opportunities include expanding to new cities and markets through home delivery and e-shopping. Threats include changing consumer preferences and lack of new technology and products.
The document is a corporate briefing presentation by Nishat Mills Limited to the Lahore Stock Exchange on March 24, 2011. It provides an overview of Nishat Mills, including its mission, management, business segments, investments, growth plans, and financial performance highlights over the past 10 years. Nishat Mills is a large Pakistani textile company with over 15,000 employees and manufacturing facilities across Pakistan. It produces yarn, fabric, home textiles, garments, and generates power. The presentation shows Nishat Mills has grown its revenue over 270% in the last decade while maintaining profitability and increasing assets and shareholder equity.
NATO is a political and military alliance between 26 North American and European countries formed in 1949. It was originally formed as a response to the threat of Soviet aggression and aimed to establish collective security. NATO is headquartered in Brussels and led by the Secretary General and Chairman of the Military Committee. Key functions include collective defense if a member country is attacked and stabilization of security conditions through economic and political cooperation. NATO has been involved in military operations in Bosnia, Kosovo, Afghanistan and elsewhere.
The document is a project report submitted to the chairman of the commerce department at the University of Karachi analyzing K&N's, a frozen food company in Pakistan. It includes an acknowledgements section, executive summary, introduction, background on the company, description of the research process conducted by K&N's, data collection and analysis sections, conclusions and recommendations. The research aimed to understand reasons for decreasing sales and identified that high prices compared to competitors was a key factor affecting demand. It was recommended that K&N's work on their pricing strategy.
This document discusses international marketing and export marketing. It defines international marketing as activities analyzing, planning, implementing, coordinating and controlling market-oriented activities across multiple countries. It also discusses the orientation of firms towards domestic, export or global markets. Export marketing provides opportunities for greater profits but also potential problems like additional costs, regulations and exchange rate fluctuations that must be considered.
Khaadi is considering expanding into the Turkish market. As a Pakistani brand, Khaadi's strengths include its tradition-inspired designs and focus on modest Muslim fashion. However, entering Turkey also presents challenges as Khaadi does not currently have supply chain or brand recognition established in that market. It is recommended that Khaadi focus on high-value, furnished products from Pakistan to sell through a few flagship stores in major Turkish cities like Istanbul, Ankara, and Izmir, while maintaining Pakistan as its production headquarters. This approach would allow Khaadi to leverage its design expertise while minimizing risks as it introduces the brand to Turkish consumers.
This document provides an overview of recent trends in India's foreign trade since 2000. It discusses India's foreign trade policy, the importance of foreign trade, documents used in foreign trade transactions, key features of India's foreign trade, benefits and limitations of foreign trade, and India's export and import performance by key commodities and countries. The conclusion is that India's foreign trade has undergone positive changes since implementing its foreign trade policy in 2000, with exports and imports among foreign countries increasing and becoming more secure, helped by the establishment of special economic zones.
This document provides a market entry strategy for introducing Vietnamese dragonfruit and dragonfruit products to Canada. The target market is Toronto, Canada, focusing on women ages 30-54. Dragonfruit and dragonfruit juice and wine will be offered. Dragonfruits will be grown in Vietnam according to VietGap standards for safety and quality. The strategy involves research on the Canadian fruit market, positioning based on resources, services, and reasonable pricing, and considers strengths such as Vietnam's suitable growing conditions and experience as well as quality control processes.
The document summarizes a report on the consumer foodservice industry in China. It finds that the industry saw dynamic growth supported by rising incomes and urbanization. Young consumers were particularly important as they were attracted to western brands and concepts. While independents dominated the market, leading chains like Yum! Restaurants benefited from early investment. The report forecasts continued strong growth for chains as consumers' incomes rise further.
The marketing plan summary is as follows:
1) The FLO marketing team aims to increase FLO's market share in Egypt from 7% to 12% by the end of 2020 through an integrated marketing communication plan.
2) FLO is introducing an alkaline water product in Egypt and the Middle East that is purified using Japanese technology and has a pH level of 8 to balance acidity in the human body.
3) The marketing plan will focus on increasing distribution channels, assigning wholesale distributors, and a fully integrated marketing communication plan to achieve sales targets and objectives.
(1) PepsiCo entered the Pakistani market in 1967 and is now the sixth largest global beverage market and leader in potato chips. (2) Macroenvironmental factors like demographics, economics, technology, and sociocultural norms influence PepsiCo's strategies and sales. (3) Key factors are Pakistan's large youth population, urbanization, hot climate suiting soft drinks, and increasing incomes boosting consumption.
Pickle Manufacturing Industry. Commercial Pickle Production. Opportunities in Food Processing Sector
Production of Mango Pickle, Cabbage Pickle, Onion Pickle, Apple Pickle, Walnut Pickle, Turnip Pickle, Jack Fruit Pickle, Cauliflower Pickle, Lime Pickle (Sour), Lime Pickle (Sweet), Chilli Pickle and Mushroom Pickle
Pickle is form of a relish that is made up of either vegetables or fruits that is preserved in brine or vinegar. Pickles are made my immersing the fruits or vegetables in the brine or vinegar solution and stored for a period of time during which the ingredients goes through the pickling process and acquire the desired taste. Pickles are usually sweet or sour in taste and are often spicy. They acquire the taste of the key ingredient which is the vegetable or fruit of which the pickle is made.
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PURITY is launching a new coconut water product in the urban market. Coconut water meets consumers' demands for natural, additive-free beverages. PURITY's target markets are health conscious individuals (32%), sick people (43%), tourists (3%), and the general public (22%). Marketing will emphasize the product's quality, price, and taste. The objectives are to increase market share and sales while achieving profitability within 15 months. The marketing mix includes competitive pricing, nationwide distribution, television and print advertising, and good customer service. Research shows the product has potential for success due to its innovation and ability to meet consumer needs.
Fruit concentrate is high in sugars. It undergoes a process to reduce the water content of fruit which increases the sugar content. While fruit contains natural sugars, fruit concentrate contains significantly more sugars due to the concentration process. Manufactured fruit juices containing high amounts of fruit concentrate provide a large dose of sugar without the fiber found in whole fruit. Homemade fruit juice or whole fruit are healthier options as they contain more natural nutrients and less concentrated sugars compared to fruit juice made from concentrate.
This document provides an overview of the Indian food processing industry and grain processing sector. It then discusses plans to establish a new grain processing company called Heritage Foods near Pune. The company will initially produce premium wheat flour and semolina, with plans for future diversification. A market research study was conducted among 100 respondents in Hyderabad to understand consumer preferences for atta brands. Elite Atta was found to be the top brand based on affordability, availability, quality, color, and advertising. The document outlines Heritage Foods' vision, product strategy, pricing, distribution channels, and promotional plans involving a brand ambassador. It emphasizes positioning the new brand as providing high quality nutrition at an affordable price.
Disciples Escoffier is a non-profit association created in 1954 dedicated to culinary arts and knowledge transmission. It has over 25,000 members across 26 countries, including renowned chefs. The organization holds cooking competitions and operates culinary schools and programs across Asia in partnership with local institutions. The Chinese restaurant industry is large and growing, with trends including growth of fast casual concepts, expansion of traditional brands, and increasing popularity of online delivery services and healthy, organic options.
The document summarizes information about the food and beverage industry in Canada and Ontario. It discusses family day in Ontario and its impact on small businesses. It also discusses the billion dollar food and beverage cluster in Ontario, with Toronto generating over $17 billion annually. Hamilton is described as a key player in the industry. Occupations and wages in the food service industry are also summarized.
The document summarizes information about the food and beverage industry in Canada and Ontario. It discusses family day in Ontario and its impact on small businesses. It also discusses the billion dollar food and beverage cluster in Ontario, with Toronto generating over $17 billion annually. Hamilton is described as a key player in the industry.
This document provides information about an assignment comparing the marketing strategies of Coca-Cola and Pepsi. It includes profiles of both companies, discussing their histories, products, missions, visions, and marketing mixes. Coca-Cola began in 1886 and returned to India in 1993 after a 16-year absence. Pepsi was created in 1893 under the name "Brad's Drink" and entered India in 1989 through a joint venture. Both companies have grown significantly in India and compete directly in various product categories and strategies.
AN ANALYSIS ON CONFECTIONERIES IN RURAL MARKETS (1)tittybenjamin2189
The document analyzes the confectionery market in rural areas of India, noting that rural markets represent significant growth potential given the large population and increasing consumerism in rural regions. It discusses the strategies used by major confectionery brands like Cadbury and Nestle to tap into rural markets through advertising and targeting purchasing behaviors. The key purchasing behaviors identified are brand loyalty, impulse buying, and viewing certain confectionery brands as status symbols.
Queen's Port Tea is proposing to open a British-themed tea house in Portland, Maine. They have developed a business concept that includes establishing a brand identity and trade dress for the tea store. They have also selected business management software to track customers, memberships, and sales. The feasibility report includes demand scenarios, a marketing plan, and 5-year financial projections to determine if opening Queen's Port Tea would be financially viable.
The document discusses the fruit beverage market in India and a company called Fruit Bar Inc. that aims to produce organic fruit juices. It provides details on the market size and growth, Fruit Bar's product offerings and target markets, and financial projections that estimate profits will increase from 11 lakhs in the first year to over 35 lakhs in the third year as sales grow.
The participant recommends three strategies for a food retailer entering the African market: 1) Launch breakfast cereals targeting the growing urban middle class in countries with high GDP per capita and foreign investment. Advertise using mobile marketing. Partner with retailers like Shoprite for distribution. 2) Sell fortified micronutrient powders targeting poor, rural populations in lower GDP countries. Partner with NGOs, schools, and micro-distributors. 3) Invest in internal research capabilities to understand diverse African consumer behaviors and identify new opportunities, partnering with informal retailers, census data, and mobile payment firms.
The café market in India is expected to grow threefold to Rs. 5,600 Crore by 2017. Over 1200 cafes have opened, including international brands like Starbucks and domestic brands like Café Coffee Day. A comparative analysis of CCD, Barista, Costa Coffee and Starbucks shows they differ in number of stores, locations, promotions, products, and pricing. The business overview proposes opening a coffee kiosk in Hinjewadi, Pune catering to people aged 22-35 by serving quality coffee and affordable Indian cuisine. The conclusion states that India's young population and growing coffee culture could make it a million-dollar industry since India produces coffee beans domestically.
The document provides an analysis of the Chinese market for Juan Valdez Premium Colombian Coffee. A team was hired to create a marketing plan to bring the coffee into China. China's coffee consumption has grown at 15% annually, much higher than the global average of 2%, and its population of 1.3 billion people represents a huge potential market. The analysis covers political, legal, economic, cultural, social and technological factors in China relevant to marketing Juan Valdez coffee.
The document provides an analysis of the Indian consumer packaged goods (CPG) market. It finds that while the market grew at 12% annually from 2005-2015, growth has slowed to around 9.3% in recent years. However, future growth is expected to come from rural and semi-urban areas, as well as new digitally influenced consumers. Several new startups have also entered the food, beverages and personal care segments, implementing differentiated business models focused on direct-to-consumer marketing and e-commerce. The document identifies Bombay Shaving Company as a potential investment target due to its focus on an underserved market need through a unique digital and subscription-based model.
Trust Element Assessment: How Your Online Presence Affects Outbound Lead Gene...Martal Group
Learn how your business's online presence affects outbound lead generation and what you can do to improve it with a complimentary 13-Point Trust Element Assessment.
We’ve entered a new era in digital. Search and AI are colliding, in more ways than one. And they all have major implications for marketers.
• SEOs now use AI to optimize content.
• Google now uses AI to generate answers.
• Users are skipping search completely. They can now use AI to get answers. So AI has changed everything …or maybe not. Our audience hasn’t changed. Their information needs haven’t changed. Their perception of quality hasn’t changed. In reality, the most important things haven’t changed at all. In this session, you’ll learn the impact of AI. And you’ll learn ways that AI can make us better at the classic challenges: getting discovered, connecting through content and staying top of mind with the people who matter most. We’ll use timely tools to rebuild timeless foundations. We’ll do better basics, but with the most advanced techniques. Andy will share a set of frameworks, prompts and techniques for better digital basics, using the latest tools of today. And in the end, Andy will consider - in a brief glimpse - what might be the biggest change of all, and how to expand your footprint in the new digital landscape.
Key Takeaways:
How to use AI to optimize your content
How to find topics that algorithms love
How to get AI to mention your content and your brand
As 2023 proved, the next few years may be shaped by market volatility and artificial intelligence services such as OpenAI's ChatGPT and Perplexity.ai. Your brand will increasingly compete for attention with Google, Apple, OpenAI, and Amazon, and customers will expect a hyper-relevant and individualized experience from every business at any moment. New state-legislated data privacy laws and several FTC rules may challenge marketers to deliver contextually relevant customer experiences, much less reach unknown prospective buyers. Are you ready?Let's discuss the critical need for data governance and applied AI for your business rather than relying on public AI models. As AI permeates society and all industries, learn how to be future-ready, compliant, and confidentlyscaling growth.
Key Takeaways:
Primary Learning Objective
1: Grasp when artificial general intelligence (""AGI"") will arrive, and how your brand can navigate the consequences. Primary Learning Objective
2: Gain an accurate analysis of the continuously developing customer journey and business intelligence. Primary Learning Objective
3: Grow revenue at lower costs with more efficient marketing and business operations.
The Strategic Impact of Storytelling in the Age of AI
In the grand tapestry of marketing, where algorithms analyze data and artificial intelligence predicts trends, one essential thread remains constant — the timeless art of storytelling. As we stand on the precipice of a new era driven by AI, join me in unraveling the narrative alchemy that transforms brands from mere entities into captivating tales that resonate across the digital landscape. In this exploration, we will discover how, in the face of advancing technology, the human touch of a well-crafted story becomes not just a marketing tool but the very essence that breathes life into brands and forges lasting connections with our audience.
Mastering Local SEO for Service Businesses in the AI Era"" is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
What’s “In” and “Out” for ABM in 2024: Plays That Help You Grow and Ones to L...Demandbase
Delve into essential ABM ‘plays' that propel success while identifying and leaving behind tactics that no longer yield results. Led by ABM Experts, Jon Barcellos, Head of Solutions at Postal and Tom Keefe, Principal GTM Expert at Demandbase.
Unlock the secrets to creating a standout trade show booth with our comprehensive guide from Blue Atlas Marketing! This presentation is packed with essential tips and innovative strategies to ensure your booth attracts attention, engages visitors, and drives business success. Whether you're a seasoned exhibitor or a first-timer, these expert insights will help you maximize your impact and make a memorable impression in a crowded exhibition hall. Learn how to:
Design an eye-catching and inviting booth
Incorporate interactive elements that engage visitors
Use effective branding and visuals to reinforce your message
Plan your booth layout for maximum traffic flow
Implement technology to enhance the visitor experience
Create memorable experiences that leave a lasting impression
Transform your trade show presence with these proven tactics and ensure your booth stands out from the competition. Download the PDF now and start planning your next successful exhibit!
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Breaking Silos To Break Bank: Shattering The Divide Between Search And SocialNavah Hopkins
At Mozcon 2024 I shared this deck on bridging the divide between search and social. We began by acknowledging that search-first marketers are used to different rules of engagement than social marketers. We also looked at how both channels treat creative, audiences, bidding/budgeting, and AI. We finished by going through how they can win together including UTM audits, harvesting comments from both to inform creative, and allowing for non-login forums to be part of your marketing strategy.
I themed this deck using Baldur's Gate 3 characters: Gale as Search and Astarion as Social
Google Ads Vs Social Media Ads-A comparative analysisakashrawdot
Explore the differences, advantages, and strategies of using Google Ads vs Social Media Ads for online advertising. This presentation will provide insights into how each platform operates, their unique features, and how they can be leveraged to achieve marketing goals.
Can you kickstart content marketing when you have a small team or even a team of one? Why yes, you can! Dennis Shiao, founder of marketing agency Attention Retention will detail how to draw insights from subject matter experts (SMEs) and turn them into articles, bylines, blog posts, social media posts and more. He’ll also share tips on content licensing and how to establish a webinar program. Attend this session to learn how to make an impact with content marketing even when you have a small team and limited resources.
Key Takeaways:
- You don't need a large team to start a content marketing program
- A webinar program yields a "one-to-many" approach to content creation
- Use partnerships and licensing to create new content assets
From Hope to Despair The Top 10 Reasons Businesses Ditch SEO Tactics.pptxBoston SEO Services
From Hope to Despair: The Top 10 Reasons Businesses Ditch SEO Tactics
Are you tired of seeing your business's online visibility plummet from hope to despair? When it comes to SEO tactics, many businesses find themselves grappling with challenges that lead them to abandon their strategies altogether. In a digital landscape that's constantly evolving, staying on top of SEO best practices is crucial to maintaining a competitive edge.
In this blog, we delve deep into the top 10 reasons why businesses ditch SEO tactics, uncovering the pain points that may resonate with you:
1. Algorithm Changes: The ever-changing algorithms can leave businesses feeling like they're chasing a moving target. Search engines like Google frequently update their algorithms to improve user experience and provide more relevant search results. However, these updates can significantly impact your website's visibility and ranking if you're not prepared.
2. Lack of Results: Investing time and resources without seeing tangible results can be disheartening. The absence of immediate results often leads businesses to lose faith in their SEO strategies. It's important to remember that SEO is a long-term game that requires patience and consistent effort.
3. Technical Challenges: From site speed issues to complex metadata implementation, technical hurdles can be daunting. Overcoming these challenges is crucial for SEO success, as technical issues can hinder your website's performance and user experience.
4. Keyword Competition: Fierce competition for top keywords can make it hard to rank effectively. Businesses often struggle to find the right balance between targeting high-traffic keywords and finding less competitive, niche keywords that can still drive significant traffic.
5. Lack of Understanding of SEO Basics: Many businesses dive into the complex world of SEO without fully grasping the fundamental principles. This lack of understanding can lead to several issues:
Keyword Awareness: Failing to recognize the importance of keyword research and targeting the right keywords in content.
On-Page Optimization: Ignorance regarding crucial on-page elements such as meta tags, headers, and content structure.
Technical SEO Best Practices: Overlooking essential aspects like site speed, mobile responsiveness, and crawlability.
Backlinks: Not understanding the value of high-quality backlinks from reputable sources.
Analytics: Failing to track and analyze data prevents businesses from optimizing their SEO efforts effectively.
6. Unrealistic Expectations and Timeframe: Entrepreneurs often fall prey to the allure of quick fixes and overnight success. Unrealistic expectations can overshadow the reality of the time and effort needed to see tangible results in the highly competitive digital landscape. SEO is a long-term strategy, and setting realistic goals is crucial for success.
#SEO #DigitalMarketing #BusinessGrowth #OnlineVisibility #SEOChallenges #BostonSEO
Unlock the secrets to enhancing your digital presence with our masterclass on mastering online visibility. Learn actionable strategies to boost your brand, optimize your social media, and leverage SEO. Transform your online footprint into a powerful tool for growth and engagement.
Key Takeaways:
1. Effective techniques to increase your brand's visibility across various online platforms.
2. Strategies for optimizing social media profiles and content to maximize reach and engagement.
3. Insights into leveraging SEO best practices to improve search engine rankings and drive organic traffic.
Are you struggling to differentiate yourself in a saturated market? Do you find it challenging to attract and retain buyers? Learn how to effectively communicate your expertise using a Free Book Funnel designed to address these challenges and attract premium clients. This session will explore how a well-crafted book can be your most effective marketing tool, enhancing your credibility while significantly increasing your leads and sales while decreasing overall lead cost. Unpacking practical steps to create a magnetic book funnel that not only draws in your ideal customers, but also keeps them engaged. Break through the noise in the marketing world and leave with a blueprint that will transform your sales strategy.
Conferences like DigiMarCon provide ample opportunities to improve our own marketing programs by learning from others. But just because everyone is jumping on board with the latest idea/tool/metric doesn’t mean it works – or does it? This session will examine the value of today’s hottest digital marketing topics – including AI, paid ads, and social metrics – and the truth about what these shiny objects might be distracting you from.
Key Takeaways:
- How NOT to shoot your digital program in the foot by using flashy but ineffective resources
- The best ways to think about AI in connection with digital marketing
- How to cut through self-serving marketing advice and engage in channels that truly grow your business
This session will aim to comprehensively review the current state of artificial intelligence techniques for emotional recognition and their potential applications in optimizing digital advertising strategies. Key studies developing AI models for multimodal emotion recognition from videos, images, and neurophysiological signals were analyzed to build content for this session. The session delves deeper into the current challenges, opportunities to help realize the full benefits of emotion AI for personalized digital marketing.
AI Driven Emotional Recognition in Digital Ads - Tarun Gupta
Export Marketing Plan
1. Export Marketing Plan:
S & K Farming
Kristen Bak
Stephanie Vincie
Andrez Guillen
Vay Nim
MKTG 475 Monday 7pm
2. 2
Executive Summary
The goal of this project was to develop an export marketing plan to launch products into China
from Southern California. The name of the company we created was called S & K Farming and
the industry that we planned to pursue was agricultural, particularly the exportation of citrus
fruits. Our product line consisted of oranges, lemons, tangerines, limes and grapefruit. The
products are geared to Chinese consumers who are seeking a health conscious lifestyle.
The project tasks were divided into six sections: market segment, size of market, product mix,
market entry/promotional mix, localization requirements, and pricing/logistics.
1. Market Segment- After identifying our business, we had to research the best market
segment in China to export the citrus fruits. The country of Shandong was chosen due to
the large agricultural influence and prosperous citizen income.
2. Size of Market- With the population of China over one billion people and counting, S &
K Farming has the opportunity to solidify its place in this growing economy. S & K
Farming will be focusing on middle and upper income ranges.
3. Product Mix- S & K Farming will be exporting oranges, lemons, tangerines, limes and
grapefruit year round. We decided that the product line will consist of bulk and pre-
packaged fruit. Once S & K Farming becomes successful with its current product line in
China, the addition of fruit juices will be added in the future.
4. Market Entry/Promotional Mix- In this section, the market entry approach chosen was the
waterfall strategy. We also implemented various promotional mixes to reach our target
market segment which included internet and mobile marketing. Advertising, public
relations, and sales promotions were also included in the promotional mix.
5. Localization Requirements- The main focus for Chinese consumers is health and safety.
S & K Farming will have to continue to follow food safety procedures to remain a
reputable exporting fruit company.
6. Pricing/Logistics- S & K Farming will keep its price as low and fresh as possible. After-
sale support will be provided so that the retailers and/or consumers can contact them
whenever they have any questions or concerns.
3. 3
I. Target Market
Due to China’s ever-growing population, their government is constantly looking for ways
to make ensure that there is enough food in circulation to feed the population. To make sure that
there in fact is and will be enough food for the entire population China not only grows and
produces their own food, but they have to import certain foods as well, especially produce. This
opportunity alone gives S & K Farming a way into their consumer market through exporting
oranges and other citrus fruits to China.
In order to get business with China, the S & K Farming company will highlight to China
the important elements that they bring to the table on their end of the deal. They will focus on the
fact that they will always produce and export enough oranges to meet China’s minimum quotas,
and that they will always deliver on-time to eliminate the worry of leaving the Chinese people
without fresh produce. As far as locations of exportation, S & K Farming will not necessarily
limit itself on where the oranges are exported to in China, but they will ultimately hone in on the
areas that will surely bring in the highest traffic, hence revealing their target market.
The markets showing most potential for S & K Farming are the southern province of
Guangdog, Hong Kong, and the country of Shandong. The transportation of U.S. fruit through
Hong Kong now accounts for the majority of all U.S. fruit consumed in China. Although Hong
Kong was named the number one U.S. fruit importer, S & K farming have identified Shandong
as the idea target market with the most potential due to the fact that it is an agricultural industry
with room to blossom. Geographically, Shandong is a coastal province of the East China region.
S & K farming will select Shandong as part of their target market because of the country’s focus
on agricultural production. Some of the other industries in Shandong include oil and foodstuffs
4. 4
and pharmaceutical products. Being one of the wealthier provinces of China, Shandong’s
economic development focuses on large enterprises and they are also the top industrial producer
in China. Another part of S & K Farming’s target market will be Chinese consumers who are
seeking a health-conscious lifestyle.
Surveys show that consumers in China have a high level of awareness of food safety
incidents. S & K farming will target these health conscious people and attempt to create a bond
where the consumers can trust that they are getting a healthy and safe product. S & K Farming
will have success in exporting oranges to this consumer market in China especially since the
country has seen several scares involving disease ridden food. S & K Farming will highlight the
importance of being able to eat their oranges and not have to worry about getting sick from them.
S & K will have to invest heavily in quality control in order to avoid this crisis and be able to
guarantee the safety of their consumers.
II. Market Size
With a population of over one billion people and counting, S & K Farming has the
opportunity to solidify its place in this growing economy. With a middle class rapidly emerging
in China, our market size will be focused towards that growing market along with an emphasis
on citizens in the upper income range. In addition, we will also focus on selling our citrus fruits
to different regions within China. We plan to sell navel oranges in Northern China, in the
countries of Henan and Shanxi, since the navel oranges produced there are considered low grade
compared to those from Southern California. Dissecting the country by different types of
oranges, prices and packaging sizes will also allow us to expand our market size. Our major rival
to the market is only Florida, which leads the nation in orange production with a 63% market
5. 5
share and California is second with a 34% market share. In 2011, the state of California exported
$155 million worth of oranges to China, according to California agricultural production statistics.
Since our products will be produced from California, we feel that this is the market that we need
to dominate to become successful.
Even though the exporting amount dropped 14% in 2011 (California Agriculture
Statistics Review), California was still able to export 10.9 million dollars’ worth of lemons to
China. In the United States, California is the largest producer of lemons, producing more than
92% of the nation’s lemon production (Agriculture Marketing Center). Just like with lemons, we
have a region in China that we would specifically want to market our lemons. The City of
Beijing is known as one of the most unique and dynamic cities in the world, however, China’s
domestic lemons have been known to resemble an orange more than a lemon. With a vibrant city
life and increasing residual income, this would be a great place to market our high quality
lemons. We will market towards 4 and 5 star hotels and restaurants that use them as garnishes for
food and drinks.
Even though China is the world leader in grapefruits, they still need to import from other
countries to meet the demand. With California ranking number two in the United States in
grapefruit production (approx. $50,000,000 worth), we have the supply. With 12,000 metric tons
of grapefruit imported in 2012, China seems to have the demand. Unlike our previous citrus
fruits, the S & K Farming’s grapefruit is not going to be marketed for taste benefits but rather its
health benefits. China’s growing middle and upper classes have become aware and attracted
toward these health benefits. In addition, we want to focus on selling our products to juice
factories, grapefruit accounts for 30 percent of Beijing’s juice market. Targeting wealthier cities
such as Beijing, Hangzhou or Chongqing should be ideal for this exotic citrus fruit.
6. 6
By exporting our product mix to different regions within the country, we successfully
placed the product where it should be. Our market size is made up of demand and supply. High
income cities such as, Beijing and Hangzhou, provide us with our supply for high end
grapefruits, while northern China cities Henan and Shanxi are more susceptible for S & K
Farming’s quality oranges. In each case, Florida remains our greatest competition for market
share, but S & K Farming have set sights on a market size that stable and growing.
III. Product Mix
Along with launching of oranges into China, a few more products will be entered as well.
The product mix, also known as product assortment, refers to the total number of product lines
that a company offers to its customers. The product mix consists of four dimensions which
include width, length, depth and consistency. The width of a company’s product mix pertains to
the number of product lines that a company sells. Product mix length pertains to the number of
total products or items in a company's product mix. Depth of a product mix pertains to the total
number of variations for each product. Product mix consistency pertains to how closely related
product lines are to one another in terms of use, production and distribution.
S & K Farming will be exporting oranges year round. The width of the product line will
consist of oranges, both Navel and Valencia’s. Navel oranges will be available for exporting
from the months of November until May. Valencia oranges will be available for exporting from
the months of February until October. Included in the product line will be lemons, tangerines,
limes and grapefruit. Lemons, tangerines, limes and grapefruit will be available for exporting
year round. The width of the product line is five and the length of the product mix is seven. All
7. 7
of these product lines can be marketed to the health conscious consumer who is looking to find a
guilt-free and healthy treat to eat.
The product line will consist of bulk and pre-packaged fruit. The oranges, lemons and
limes will have the option of the bulk fruit, where consumers can choose which fruit they want to
purchase based on size and color, and pre-bagged in quantities of six. The grapefruit and
tangerines will be sold only in bulk. The farmers at S & K Farming will ensure consistency in
fruit production by using soils from sand and adobe clay. The farmers will also protect fruit trees
against frost, wind and sunlight to ensure all fruits taste great and have consistent quality. The
farmers will also take in consideration the importance of water quality and use exact nutrients
measurements to grow the sweetest and juiciest fruits in all of Southern California. Once S & K
Farming becomes successful with its current product line in China, the addition of fruit juices
will be added in the future.
IV. Marketing and Promotional Mix
S & K Farming will use the waterfall strategy when entering the Chinese market. The
waterfall strategy is used when a product is launched in one country at a time and new markets
are entered only after sales are established in the previous market. S & K Farming is already
successful in Southern California and will be broadening into China. In China, there is changing
demographics, rising incomes and increased consumer spending which helps to make the
Chinese market look more attractive. The first objective for S & K Farming’s market entry
strategy will be doing some extensive background research on the sale of oranges and other
citrus fruits in the Chinese market. Next, S & K Farming will determine the best channel partners
for selling the fruits through an agent and register trademarks in China prior to any exporting.
8. 8
Finally, S & K Farming will carry out due diligence on prospective partners and employees for
their market entry strategy. An indirect channel will be used that consists of the manufacturer, a
wholesaler, supermarkets, and the finally the consumer who will receive the product. S & K
Farming will sell all fruit to a selling agent who will sell to wholesalers. An indirect channel is
ideal for S & K Farming because it will relieve the company from worrying about problems of
distribution and shift focus to concentrating fully on production.
S & K Farming will use an intensive distribution channel where the major supermarkets
in Shandong will carry the fruits. An intensive distribution channel will be an effective
marketing strategy because the supermarkets in the area will carry all the products and
consumers will encounter the product in every supermarket they go to. The promotional mix for
S & K Farming will consist of advertising, public relations, and sales promotions. For the public
relations promotional mix, S & K Farming will be posting on Chinese language portals and
online websites. This will be an effective function because most Western news websites are
blocked in China therefore posting on Chinese websites is imperative to get the most exposure. S
& K Farming will also have language options on their website in English or simplified Chinese.
S & K Farming will also localize their website by using About Us and Contact Us pages, making
it easier for journalists to write stories about the fruit being imported into the country. For the
advertising promotional mix, S & K Farming will be using internet and mobile ads. The ads will
be created to involve appealing to the Chinese population’s public life because Chinese
individuals like to take a break from their mundane lives and socialize in the community
together. By appealing to Chinese public life, trust will be established. This in turn will allow the
fruit from S & K Farming to be portrayed as a global brand. S & K Farming will be using sales
promotion as a short-run tool to stimulate immediate increases in demand. Free samples and
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coupons will be the main types of sales promotion that will be used. A table will be placed in the
entrance of every supermarket with an individual passing out free samples of the fruits along
with coupons to get discounted prices. The types of sales promotions that will be use include
informing, persuading and reminding the target audience of the products S & K Farming is
selling.
V. Product Modification or Localization Requirements
Since S & K Farming will be exporting a fruit into China, there are no localization
requirements that will be needed. The oranges will simply be exported in shipping boxes “as is”.
The only product modification that S & K Farming will face is the health implication that the
Chinese government stresses on all food imports. The Chinese government has had a long-time
ban on U.S. fruit imports due to their fear of diseases and pests. Thus, the main area of focus for
the Chinese consumers will be the health factor. Due to the past health scares the issue of food
safety is critical. S & K Farming will go to great measures with product checking and labeling to
ensure food safety to the Chinese consumers. To keep the consumers safe, the Chinese
government has placed strict rules regarding management of the food supply chain. The ability
of S & K Farming to build a reputation for food safety and quality for their citrus fruits is critical
to its success. Due to these new laws and regulations, S & K Farming will continue to adhere to
all food safety protocols and procedures to remain a reputable food exporting company.
VI. Pricing, Logistics and After-Sales Support Policies
Pricing is one of the most critical issues for our project. The price of oranges is $.99 cents
for five pounds of oranges, according to Superior Grocers. We can use that price for our
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estimated average price. After in-depth calculation based on the estimated average price, figure 1
below describes the prices that will be charged.
Figure 1 represents calculations based on average costs to export citrus fruits to China from
Irvine, California.
(Per Pound) Domestic Influence
Domestic Selling Price $ 0.198 $ 0.198
Insurance and Shipping $ - $ 0.016
=CIF Cost $ - $ 0.214
+ Tariff (6%) $ - $ 0.01
= Landed Cost $ - $ 0.227
Imported Margin (25%) $ - $ 0.06
+ VAT 10% on full cost plus margin $ - $ 0.03
= Wholesale Cost $ - $ 0.312
Wholesale Margin 33.3% $ - $ 0.104
VAT 10% on Margin $ - $ 0.01
Retailer cost $ - $ 0.426
+ Retailer Margin (50%) $ - $ 0.21
+ VAT 10% Margin $ - $ -
= Retail (Consumer Price) $ 0.198 $ 0.639
Due to the fact we got the price from a domestic retailer, it is reasonable to expect a
reduction on the cost for the oranges up to 10% for the direct costs when we can get the products
from the farmers. OSHA indicates that "studies show that the ratio of indirect cost to direct costs
varies widely, from a high of 20:1 to a low of 1:1." (Manuele 2011). In order to reduce the risk
from currency exchange, we have decided to use the forward rate exchange rate even though we
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know that Yen, Chinese currency, can be seen as a fixed rate currency. Payment will need to be
made by cash in advance for the 50% and/or open account of 45 day terms or following the
contracts. Another important issue is how we can transport our products from America to China.
Because this is our first move to the global market, it is necessary for us to select the best method
to move transport our products. After doing researches on logistics, we decided to cooperate with
Beijing Hezhong Inc. We decided to choose Beijing Hezhong Inc because during the past several
years it has attained significant performance in the logistic service field. It has over 100 transport
vehicles and two storehouses totaling 20,000 square meters. In order to provide better service to
its customers, Beijing Hezhong Inc. has built a national system of logistic networks and a private
logistic information system. In 2003, the Committee of China Food Industry awarded Beijing
Hezhong Inc. with recognition as a model base station of food logistic in China and model
training base station of food logistic in China. Next, we will need to have customer service
offices in both China and Irvine, California so that customers can reach us whenever they want.
Moreover, the agents in China will be responsible for not only the information but also the
payments from customers.
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Manuele, F. A. “Accident Costs Rethinking Ratios of Indirect to Direct Costs.” Professional
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