MARKETINGPLAN.docx
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MARKETINGPLAN.docx
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MARKETINGPLAN
INTERNATIONALMARKETING
INTERNATIONALBUSINESSCLASS
ExecutiveSummary
ThisresearchconductedbyauthoristohelpthecompanytodecidewhichinternationalmarkettheArtkaclothesshouldbesold.Afteranalysingthethreemarkets,theauthordrawsaconclusionthatifthecompanyaimsatthecorrecttargetmarketandusespropermarketingmix,theirobjectivescanbeachieved.
Tableofcontent
Executivesummary-----------------------2
Artkaoverview---------------------------4
PartA:
Environmentalanalysis
Japan-----------------------------------4-6
TheUnitedStates------------------------7-9
Singpore---------------------------------10-13
PartB:
Marketingmix--------------------14-15
Bibliography------------------------------16
Artkaoverview
ThebrandofArtkawassetupin2006byacompanyMokathatwasspecializedindesigningandsellingArtkaclothes.ThespiritofthebrandArtkaistodesignwhatyouwantandwhatyoulikewithoutlimitation,toignorwhatiscalled“fashion”andtofirmlyinsistonyourownway.Justforitsfreeandchangeablestyle,nowArtkahasbecomethebiggestandthemostpopularoriginalclothesbrandonTaobaoonlineshoppingcenter,enjoyingthousandsofpageviewclickingeverydayandpossesingalargeamountofloyalcustmers.
Thecompanyownsaclothingfactorymorethanthreehandredsquaremeters,soitcanensurethesupplyofclotheswhenevertheyareneeded.Uptopresent,therearemanyspecilitystoreshavingbeensetupinBeijing,Shanghaiandotherbigcities.Andthiscompanydoesn’tstopitsstepandisstillkeepingexpanding.
EnvironmentalAnalysis
Japan
Amajoreconomicpower,Japanhastheworld'sthird-largesteconomybynominalGDPandbypurchasingpowerparity.Itisalsotheworld'sfourthlargestexporterandfourthlargestimporter.AlthoughJapanhasofficiallyrenounceditsrighttodeclarewar,itmaintainsamodernmilitaryforceinself-defenseandpeacekeepingroles.AfterSingapore,Japanhasthelowesthomicide(includingattemptedhomicide)rateintheworld.AccordingtobothUNandWHOestimates,Japanhasthelongestlifeexpectancyofanycountryintheworld.AccordingtotheUN,ithasthethirdlowestinfantmortalityrate.
Economy
TheeconomyofJapanisthethirdlargestintheworldaftertheUnitedStatesandthePeople'sRepublicofChinabutaheadofGermanyat4th.AccordingtotheInternationalMonetaryFund,thecountry'spercapitaGDPwasat$32,608orthe23rdhighestin2009.In2010GDPGrowthinthefinalthreemonthswas-1.5%butinallthetotalGDPGrowthfor2010was3.9%itwasoneofthehighestGDPGrowthforabout20years.ButJapan'seconomywasdisruptedinMarch2011duetothetheearthquakeandtheeffectofthetsunami.TheGDPGrowthhadcontractedby3.7%inQ1of2011aftera2010growthof3.9%.
Policy(abouteconomy)
Japanranks15thof183countriesintheEaseofDoingBusinessIndex2010.Japanhasoneofthesmallesttaxratesinthedevelopedworld.Afterdeductions,themajorityofworkersarefreefrompersonalincometaxes.Value-addedtaxrateisonly5%,whilecorporatetaxratesarehigh.Thegovernment'sliabilitiesincludethesecondlargestpublicdebtofanynation.CurrentPrimeMinisterNaotoKanhascalledthesituation'urgent'.Japan'scentralbankhasthesecondlargestforeign-exchangereservesafterPeople'sRepublicofChina
Culture
Japaneseculturehasevolvedgreatlyfromitsorigins.ContemporaryculturecombinesinfluencesfromAsia,EuropeandNorthAmerica.TraditionalJapaneseartsincludecraftssuchasceramics,textiles,lacquerware,swordsanddolls;performancesofbunraku,kabuki,noh,dance,andrakugo;andotherpractices,theteaceremony,ikebana,martialarts,calligraphy,origami,onsen,Geishaandgames.JapanhasadevelopedsystemfortheprotectionandpromotionofbothtangibleandintangibleCulturalPropertiesandNationalTreasures.
Demographics
Japan'spopulationisestimatedataround127.3million.Japanesesocietyislinguisticallyandculturallyhomogeneouswithsmallpopulationsofforeignworkers.ZainichiKoreans,ZainichiChinese,Filipinos,JapaneseBrazilians,andJapanesePeruviansareamongthesmallminoritygroupsinJapan.In2003,therewereabout136,000Westernexpatriates.ThemostdominantnativeethnicgroupistheYamatopeople;primaryminoritygroupsincludetheindigenousAinuandRyukyuanpeoples,aswellassocialminoritygroupsliketheburakumin.
Labor
TheclaimedunemploymentrateforJune2009is5.2%(5.4%male(up0.1%fromMay2009),4.9%female(up0.3%fromMay2009)).Thisisregardedasanunder-estimate.Evenpart-timeworkerswithextremelylowhoursareclassifiedasemployed.
TheUnitedStates
Economy
TheeconomyoftheUnitedStatesistheworld'slargestnationaleconomy.ItsnominalGDPwasestimatedtobenearly$14.7trillionin2010,approximatelyaquarterofnominalglobalGDP.ItsGDPatpurchasingpowerparitywasalsothelargestintheworld,approximatelyafifthofglobalGDPatpurchasingpowerparity.[1]TheU.S.economyalsomaintainsaveryhighlevelofoutputpercapita.In2009,itwasestimatedtohaveapercapitaGDP(PPP)of$46,381,the6thhighestintheworld.TheU.Sisthelargesttradingnationintheworld.Itsthreelargesttradingpartnersasof2010areCanada,ChinaandMexico.
Culture
AccordingtoGeertHofstede'sculturaldimensionsanalysis,theUnitedStateshasthehighestindividualismscoreofanycountrystudied.WhilethemainstreamcultureholdsthattheUnitedStatesisaclasslesssociety,scholarsidentifysignificantdifferencesbetweenthecountry'ssocialclasses,affectingsocialization,language,andvalues.TheAmericanmiddleandprofessionalclasshasinitiatedmanycontemporarysocialtrendssuchasmodernfeminism,environmentalism,andmulticulturalism.[191]Americans'self-images,socialviewpoints,andculturalexpectationsareassociatedwiththeiroccupationstoanunusuallyclosedegree.WhileAmericanstendgreatlytovaluesocioeconomicachievement,beingordinaryoraverageisgenerallyseenasapositiveattribute.ThoughtheAmericanDream,ortheperceptionthatAmericansenjoyhighsocialmobility,playsakeyroleinattractingimmigrants,variousstudiesindicatethattheUnitedStateshaslesssocialmobilitythanCanadaandtheNordiccountries
Demographics
The2010U.S.Censusreported308,745,538residents;theU.S.CensusBureau'sPopulationClockprojectsthecountry'spopulationnowtobe311,487,000,includinganestimated11.2millionillegalimmigrants.
About82%ofAmericansliveinurbanareas(asdefinedbytheCensusBureau,suchareasincludethesuburbs);abouthalfofthoseresideincitieswithpopulationsover50,000.In2008,273incorporatedplaceshadpopulationsover100,000,ninecitieshadmorethan1millionresidents,andfourglobalcitieshadover2million(NewYorkCity,LosAngeles,Chicago,andHouston).Therearefifty-twometropolitanareaswithpopulationsgreaterthan1million.Ofthefiftyfastest-growingmetroareas,forty-sevenareintheWestorSouth.ThemetroareasofDallas,Houston,Atlanta,andPhoenixallgrewbymorethanamillionpeoplebetween2000and2008.
PolicyandTaxation
TheU.S.federalgovernmentregulatesprivateenterpriseinnumerousways.Regulationfallsintotwogeneralcategories
Someeffortsseek,eitherdirectlyorindirectly,tocontrolprices.Traditionally,thegovernmenthassoughttocreatestate-regulatedmonopoliessuchaselectricutilitiesfromwhileallowingpricesinthelevelthatwouldensurethemnormalprofits.Anotherformofeconomicregulation,antitrustlaw,seekstostrengthenmarketforcessothatdirectregulationisunnecessary.Thegovernment—and,sometimes,privateparties—haveusedantitrustlawtoprohibitpracticesormergersthatwouldundulylimitcompetition.
BankregulationintheUnitedStatesishighlyfragmentedcomparedtootherG10countrieswheremostcountrieshaveonlyonebankregulator.IntheU.S.,bankingisregulatedatboththefederalandstatelevel.TheU.Salsohasoneofthemosthighlyregulatedbankingenvironmentsintheworld;however,manyoftheregulationsarenotsafetyandsoundnessrelated,butareinsteadfocusedonprivacy,disclosure,fraudprevention,anti-moneylaundering,anti-terrorism,anti-usurylending,andpromotinglendingtolower-incomesegments.
TaxationintheUnitedStatesisacomplexsystemwhichmayinvolvepaymenttoatleastfourdifferentlevelsofgovernmentandmanymethodsoftaxation.Taxesareleviedbythefederalgovernment,bythestategovernments,andoftenbylocalgovernments,whichmayincludecounties,municipalities,township,schooldistricts,andotherspecial-purposedistricts,whichincludefire,utility,andtransitdistricts.
Income
AccordingtotheUnitedStatesCensusBureau,thepretaxmedianhouseholdincomein2007was$49,777.Themedianrangedfrom$65,469amongAsianAmericanhouseholdsto$32,584amongAfricanAmericanhouseholds.Usingpurchasingpowerparityexchangerates,theoverallmedianissimilartothemostaffluentclusterofdevelopednations.Afterdecliningsharplyduringthemiddleofthe20thcentury,povertyrateshaveplateauedsincetheearly1970s,with11–15%ofAmericansbelowthepovertylineeveryyear,and58.5%spendingatleastoneyearinpovertybetweentheagesof25and75.In2009,43.6millionAmericanslivedinpoverty.
Labor(Employment)
InAugust2010,theAmericanlaborforcecomprised154.1millionpeople.With21.2millionpeople,governmentistheleadingfieldofemployment.Thelargestprivateemploymentsectorishealthcareandsocialassistance,with16.4millionpeople.About12%ofworkersareunionized
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