Entering the International Market

June 26, 2009Marketing Research PracticesMKT350-0902B-01Phase III Individual ProjectProfessor: Kay GreenBy: Irvin Fitzgerald

Introduction

Welcome

Objective:

To develop a marketing research proposal to determine if the company should pursue development of products for the consumer market.

To create a position for JavaJoy in the consumer coffee brewer market.

Situation Analysis

Market needs

Market trends

Market potential & growth

Market characteristics

Market segment

S.W.A.T. Analysis

Strengths Weaknesses

Threats Opportunities

High quality product

Distance Competition International market

Low cost production

Import costs International laws

Partnerships

Holds ten cups more than the competitive brands

Distribution Product turnaround for defective products

Exponentially increase B2B sales.

Business Environment

Political

Economic

Social

Technological

Competition

Market Entry Strategy

Marketing objectives

Financial objectives

Target marketing

Positioning strategy

Marketing Mix

Products

Pricing

Promotion

Place (Distribution)

Continuous research

FY '09

FY '10

FY '11

FY '12

0

1

2

3

4

5

ContributionExpensesSales

Budgeting

Sales forecast

Expense forecast

Contribution margin

Implementation

Restaurant Chains

Small business owners

Franchises

Milestones

Time schedules

Control System

Action plan

Benchmarking and measurement systems

References

The Marketing Mix. (2007), The Four P’s of Marketing. QuickMBA. Retrieved June 24, 2009, from http://www.quickmba.com/marketing/mix/

The Times 100. (2009). Marketing and the Business Environment. Retrieved June 24, 2009, from http://www.thetimes100.co.uk/theory/theory--marketing-business-environment--184.php