International Marketing Plan Assignment (GC01702)

Executive Summary

A marketing plan is very important to launch a new product in a new area. This paper is used to develop a marketing plan for a proposed company that will start a new business in China. This company is a food company. It produces protein-based that appearance, taste, and texture, appear exactly like beef or pork. This report will be focused that the proposed company can be increased its market in China with additional gross profit and net profits. The market share of the proposed company can be also increased through this new marketing activity.  Firstly, this paper will be focused on the Marketing environment analysis of the proposed company in China. The macro-environment factors including political and legal, economical and technological environmental factors are described in this paper. Secondly, this paper will be pointed out the SWOT factors of the company in the UK market as well as China market. Thirdly, this paper will be pointed out the system of segmentation, targeting and positioning system of the company in China market. Fourthly, this paper will be presented the competitive position of the proposed company in China market. Then, the market entry strategy of the proposed company in China market will be also identified and described with marketing objectives. Finally, the marketing mix system of the proposed company in China market will be also identified and described in this marketing plan.

Table of Contents

Executive Summary.

1.0 Introduction.

2.0 Marketing Environment analysis of the proposed company.

3.0 Segmentation/Targeting/Positioning of the proposed company. 7

4.0 Competitive advantages of Proposed Company.

5.0 Market Entry Strategy of Proposed Company.

6.0 Marketing Objectives of the proposed company.

7.0 Marketing Mix of the proposed company.

8.0 Conclusion.

References.

1.0 Introduction

This report is made for developing a marketing plan for a UK-based company that wants to start a business in a new market call China. This company is a food company. It produces protein-based products that appearance, taste, and texture, appear exactly like beef or pork. The main foods of this company may include salads, wraps, fruits, hamburgers, cheeseburgers, breakfast foods, and chicken items. At present, this firm is trying to enter into China market and establishing its brand image in China. Therefore, the marketing environment analysis is a very vital question for the marketing manager to take accurate decisions. Firstly, this paper explains the macro-environment factors including political and legal, economical and technological factors. Secondly, this paper identifies the SWOT factors of the proposed company in the UK market as well as China market. Thirdly, this paper analyses the segmentation, targeting and positioning system of the proposed company in China market. Fourthly, this paper also presents the competitive position and market entry strategy of the proposed company in China market. Finally, the report consists of the marketing mix system of the proposed company.

2.0 Marketing Environment analysis of the proposed company

2.1 PEST analysis

The marketing manager needs to analyze the macro-environment factors for generating the ultimate decisions on the new marketing policy.  Root (2014) stated that the PEST analysis is a good tool to evaluate the environment that includes political, economic, socio-cultural and technological forces.

2.1.1 Political Forces

Political factors include the government’s nature, rules, business regulations, the tax policy of the government and other legal issues imposed by the government (Johanson, 2017). Every business firm needs to analyze the political factors to run business activities smoothly. Since the proposed company is a food industry and want to start a business in China; therefore, China government has several laws and regulations along with tax issue that need to be followed by the proposed business.

2.1.2 Economic Forces

The economic factors include the domestic and global economic situation, the amount of GDP, the growth rate of GDP, economic policy, monetary policy, fiscal policy and earning capabilities of people (Davidsson, 2015). Every business firm needs to analyze the economic factors to run business activities smoothly in the domestic and global area. This company needs to consider the domestic and global economic situation, the amount of GDP, the growth rate of GDP, economic policy, monetary policy, fiscal policy and earning capabilities of the people of China.

2.1.3 Socio-cultural forces

Social forces also influence the new marketing policy of businesses including the proposed company. These forces include social connection, condition of living, taste, choice, structures, and other community conditions (Davidsson, 2015). The proposed company is the food industry and wants to start a business in China. That is why; this company needs to consider the social condition of China

2.1.4 Technological forces

Technological forces include technological advancement in every sector like R&D, production, management and distribution (Johanson, 2017).  Technological changes bring a great impact on business functions.

The overviews of PEST analysis for the proposed company are summarized below:

2.2 SWOT Analysis of the proposed company

Kotler et al. (2014) stated that SWOT indicates the analysis of the internal position of a business firm by evaluating its Strengths, Weaknesses, Opportunities and Threats. In the case of the proposed company, the SWOT analysis is shown below:

2.2.1 Strengths

The company is the world’s largest restaurant and huge brand image globally. In the case of social media marketing, this firm has huge followers. The foods quality is better than the competitor. The Chinese are known as the brand name of the proposed company. The all-ages people like the foods of the proposed company. This Firm has a strong website and online business platform. The staffs of the proposed company are more qualified and consumer-oriented. The price is the moderate level that accepts by the customers in all ranges……….

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