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1、An International Marketing Plan for Master KongI affirm that this assignment is my own work, that it has not been previously submitted for assessment, that all material which is quoted is accurately indicated as such, and that I have acknowledged all sources used fully and accurately according to th

2、e requirements. I am fully aware that failure to comply with these requirements is a form ofcheating and could lesult in iesubmission, loss of marks, failure and/or disciplinary action.Contents1.0 EXECUTIVE SUMMARY12. INTRODUCTION13.0 SITUATION ANALYSIS13.1 Business environment1Market Analysis33.2 C

3、ompetitor Analysis4create its absolutely advantage in terms of expense. With the analysis of the competitors, we notice that Master Kongs competitors sell their products at a higher price. In fact, consumers like buying products at a lower price. Take B&G for example, it is a German company who prod

4、uces and sells tea drinks in the Germany. According to the research, we observe the prices of the B&G products are relatively higher than Master Kong. If Master Kong enters German market, selling products at a lower price could be the relative competitive advantage to Master Kong. Finally, with the

5、analysis of the Master Kongs business culture, Master Kong has an advanced management and control system. This would be significant to one specific company, because it can reflect its attitude and value. Every employees and stakeholders of Master Kong believe this faith and use it into the daily wor

6、k, which leads them to be successful.4.1.2 Analysis of weaknessesIf Master Kong enters German market, it must build its own factory. The costs of production are higher than local competitors, and some materials used in the production also needed to be imported from China. It would increase the cost

7、of the production. Compared to Master Kong, some local companies in German, has the competitive advantage. When looked at the strategy that Mater Kong carried before, Mater Kong has small differences in the marketing policy of regionalization. In other words, Master Kong has not clearly strategies w

8、hen it conducts business in different areas. It could be a weakness for Mater Kong if it enters German market. When Mater Kong enters German market, we also need to consider the political and legal system in Germany. Although, Germany conducts international businesses very well around the world, it

9、also has some limitations. In fact, there has bilateral agreements between Germany and China, there also exists some tariff /tax barriers between those two countries.4.1.3 Analysis of opportunitiesMost of Germans have drinking habits and hobbies, it could be an opportunity for Master Kong to enter t

10、he German market. If Master Kong enters German market, it could satisfy parts of consumers9 needs to some extent. With the analysis of demographic trends in Germany, higher living standard of Germans are stands out. More and more people would like to select tea drinks instead of carbonated drinks, b

11、ecause they think tea drinks are healthier than carbonated drinks. Finally, as we mentioned before, there is a existing potential market in Germany. When Master Kong enters German market, it may face less barriers.4.1.4 Analysis of ThreatsWith the analysis of the social and cultural environment in G

12、ermany, we observe that there exits cultural differences between Chinese and German customers. For example, in Germany, it also has a long history of tea culture. However, the materials used into the production are different from China. They do not use 第10页，共33页jasmine, magnolia or Milan flowers sce

13、nting tea leaves. To the contrary, they would like to add apples and other dried fruit made from a variety of flower petals. If Master Kongs tea drinks could not satisfy consumers9 taste, it could be a weakness for Master Kong. With the analysis of competitors, Mater Kong faces strong local competit

14、ion and various international competitors if it starts to conduct international business. Those competitors could be threat to Mater Kong due to the fierce competition. Economic development lead to the constant change of consumer preference, as a result, it could be a threat to Mater Kong. We cannot

15、 confirm the consumers9 taste and the loyalty of products could also be a big problem. If the Germans find out another new brand, they may change their preference to some extent. As we all know, products of Mater Kong are at a lower price than other brands products. A price war will result in the de

16、crease of profits and it is not good for the long-term strategy. Although, Mater Kong could gain mostly market share in the short-run, it may face problems in the future.4.2 Implications of SWOT analysisBased on the analysis of SWOT of Master Kong, it also has the ability to enter the German market.

17、 The following aspects are the implications of SWOT analysis. SO StrategyBy considering the strengths and opportunities, Master Kong could make optimal use of its huge advantage in terms of brand and capital power for entering and expanding the German market in short term. In addition, it could use

18、its advanced technology to minimize production, transportation and other major expenses continuously. WO StrategyAs a foreign product, Master Kong need to focus on its production and make a difference in the marketing policy of regionalization. It must observe the cultural differences between the tw

19、o countries. ST StrategyWith the analysis of strengths and threats, we find that our relatively strong brand recognition and capital advantages can be used to our strengthen our competition in some ways. Furthermore, we could make full use of advanced technology to creating and producing high-qualit

20、y, more various products, for meeting consumers higher demand. WT StrategyWe need to formulate our specific international marketing strategies to minimize cultural differences between China and Germany, and meet consumers higher demand in the German market. Additionally, expand our influence and rem

21、ain competitive for the long-term strategy.5.1 Evaluation of Alternative Marketing StrategiesIn recent years, the development of international investment is rapid and the global economic integration trend第11页，共33页is increasingly enhanced, there are more and more multinational trading and enterprises

22、. By 20xx, the growth rate of exporting drinks has increased 11.1% in China, which involves in 3.382 billion dollars() .However, the products of Master Kong merely exists in the Asian supermarket in Germany at present. To change this situation and expand abroad, Master Kong figures out 4 kinds of mo

23、del as alternative market entry strategies.The selection of alternative market entry strategies mainly depend on the business position of Master Kong. On one hand, it is about competitiveness and opportunities. As it said in SWOT analysis, Master Kong have high reputation and advanced technology, so

24、 it has certain capability on occupying a certain part of beverage market of Germany. On the other hand, its strong capital power and high reputation urge Master Kong to have an ambition on penetrating Germany deeply. Thus, our group excludes some strategies for small and mediumsized enterprises and

25、 non-employee model, such as direct exporting and licensing. The follow paragraphs would introduce and evaluate 3 main entry strategies.5.2 Alternative Market Entry StrategyIndirect ExportIndirect export means sell products to Chinese exporter or authorize agent to replace Master Kong managing expor

26、t, it consist of the export-based entry. On one hand, the rich experience and exiting interpersonal connection of agent would increase the success rate of grabbing market share, and this strategy could save the cost of renting sales office and employing. However, it has to be denied that agency prob

27、lem cannot be avoided. Agency problem may happen when the profit of agent and consignor is different; agent may sacrifice the profit of Master Kong to face self-interest because of the inferior position of consignor on obtaining information.5.2.1 Establishing a sales office in the international mark

28、etEstablishing a sales office refers to construct sales office, sales department and subsidiaries in Germany. It is helpful for Master Kong to research local market deeply with practice. Because there are many differences among various business areas, the effect of investigate is significant when a

29、company enter into a new market. If only the company learned about and effective utilize the characters of the new region, the region will not be a limitation and lead to failure. Therefore, the material sales activities would find the consuming habits and preference of local consumers, which will p

30、oint out the main competitive elements of tea beverages market of Germany and improve the potential capability to capture the opportunities. For instance, the taste and the packaging may not be appropriate enough to face the Germany customers, Master Kong could conclude the demand and main consuming

31、 group rapidly, and perfect their products in a certain way to satisfy the market demand. After capturing the specifications of RTD drinks industry in Germany, Master Kong is likely to readjust the product resource and market management, which is essential to use location advantages with using lower

32、 cost to produce more prevailing products.Nevertheless, this model also has its disadvantages. Firstly, even though Master Kong is a giant of RTD drinks第12页，共33页 industry of China, its brand development is really difficult in Germany. And the number of potential customers is not optimal caused by th

33、e low population of Chinese in Germany, so it has low possibility to promote sales revenue by Chinese in Germany. According to professor Feng Zhiwei(20xx), the population of Chinese in Germany is 87960 in 20xx and the number is increasing. The rate is just 2.1% of aggregate foreign population of Ger

34、many. Thirdly, the transportation cost would impact the profit. Moreover, there are manyrisks in multinational export, including legal risk, policy risk and finance risk. Germany is strict on the security of food, whereas news exposing the unhealthy of food additives emerges in endlessly in China. A

35、nd the floating exchange rate would cause risk on the gross profit of Master Kong.5.2.2 Strategic AlliancesStrategic alliance is a representative form of relationship-based entry, which means that two or more independence enterprises cooperate for capture a joint competitiveness and mutual gain. The

36、 shared resource of strategic alliances involves in R&D, manufacturing and the distribution channels or other activities on value chain, except financial contribution.The advantages of strategic alliance are obvious, there are five special elements defined as either benefit or underlying driven forc

37、e. The first one is strategic alliances, it refers to companies use alliances to make costs and risks minimize by internalize possible process and control them. The second one is strategic behavior, it involves in improving the comprehensive competitiveness of firms in foreign market, because of the

38、 communication between different companies on various resource. And another three points can be bond together, which are organizational learning, resource dependence and relationship marketing. They emphasize the integration and interflow exclusive knowledge and resources of each sides in alliances.

39、 Thus, we have reason believe that strategic alliance would be benefit for enterprises to entry and expand international markets. However, the strategic alliance has 3 main disadvantages. Firstly, the communication of resource of enteiprises may cause the leakage of core technology, which would redu

40、ce the internal competitiveness of films. Secondly, this relationship is likely to be instability. Research indicates that 33% of strategic alliances are failure finally driven by serious issues on financial and management. (Brie, 1993) Thirdly, the reputation would be ruined once the alliances brok

41、en. It has negative effects to company in long term, and it will be difficult for them to searching new partner.5.2.3 Joint VentureJoint venture is a most common of manufacturing-based entry, which means an agreement that two companies contributive, operate jointly. Almost 40% of Fortune 500 firm ha

42、ve one or more international joint ventures (Cateora et al.20xx, p. 333)”. They undertake profit and loss together, including relative risk. When it comes to advantages of joint venture, it focuses on resource sharing and reducing risk.For one thing, it can reduce the capital and resource on expandi

43、ng market with assistant from partner. For instance, when one company in joint venture is local, then the foreign company could go approach to local market with the maturity distribution network of local one. And the foreign one can provide advance technology and production element to local company.

44、 The development of joint venture will form win-win model as long第13页，共33页 as both sides respect each other and the distribution of interest is reasonable. For another, the policy risk can be reduce by joint venture when a foreign company go access to local market. In fact, most of governments have

45、specific system and law on anti-dumping for protecting local brands, which aims to boycott foreign goods selling in domestic. It is worth to be said that the western countries regards China as non-market economic country, so the anti-dumping to China is particularly strict in Germany. Therefore, joi

46、nt venture is a good way to reduce this risk by sharing financial profit with local company. Local company can help foreign company to make contracts with external business group, and provide legal guarantee to government, and the dividend would be given by foreign company in accordance with the ini

47、tial agreement.However, there are also dark sides of joint venture. Firstly, issues will happen if either side does not expose the essential information of themselves while this information is vital for successful cooperation. For example, the one side hide some of their debt and negative finance si

48、tuation to another, then the credit risk would affect their future loan from bank when they need capital urgently. Secondly, the profit of Cooperative Corporation maybe distributes unfair and both sides feel dissatisfied, however, the standard of distribution is really difficult to be judged. Thirdl

49、y, the ineffective communication also can cause problems. Different understand on one certain situation would cause contradictions, whereas the sight of both sides are always exclusive in consideration of the background of them.For Master Kong, the possible joint venture partner involves in the domestic film in Germany or another multinational company.On one hand, Master Kong can search a partner in Germany, such as EdeKa Zentrale, the largest food retailers and wholesalers. Their main RTD d