International Marketing Strategy for JBX Pty Ltd
Table of Contents
Key words:Marketing Strategy; Marketing; International
JBX Pty Ltd is planning to step into Chinese market, whose potential defies imagination. JBX Pty Ltd has decided develop Bio Island as high-end brand in health care products market. The brand Bio Island in indigenous market, as its name implies, supplies both children and adults with ecological and healthy products. The brand is prospective enough to keep abreast with the other two giants, Blackmores and Swisse. In 2012, its competitor, Blackmore, has squeezed into Chinese market. So there would pose greater difficulties for Bio Island to participating in the intense competition. As a result, it is urgent for the company to formulate a series of specific international marketing strategies to prepare for its further expansion in
This report intends to come up with international marketing strategies though analyzing the four marketing variables, containing product, price, place (also referred as distribution or channels), and promotion. Questions are as follows. What kinds of products should be provided to the niche market to meet those consumers’ needs? Which level of the price should be defined to make consumers willing to purchase and to fight against major competitors? How to choose channels to sell their product? And what promotion strategies should the company apply to appeal more consumers? All these questions will be interpreted clearly in next section. Following, it will give some recommendation on market feasibility.
Establishment of international marketing mixed strategy is defined to formulating marketing strategies of a combination of product strategy, price strategy, place strategy, and promotion strategy. Following are analysis of these strategies.
To implement the expansion into Chinese market, JBX Pty Ltd ought to decide what kinds of products should convey to the niche market. This decision making involves two options: standardization or adaptation.
Pricing policy is also one critical component of international marketing mix. Generally speaking, pricing depends on a variety of factors, cost of the product, price of competitors, customers’ purchasing power, the economic development in local area, and so on. Considering these factors, the company can employ cost-plus pricing strategy or market-based pricing strategy. Actually, from the perspective of establishing Bio Island brand, pricing strategies would be recommended as follows:
Properly speaking, place strategy means deciding how to distribute products to
Marketing rules are being refined today, and marketing strategy would create a whole new set of Wienners and losers (Fielding, 2007). To become Wienner, the company needs to make efforts to unique promotion strategic. First, appealing advertisements are necessary. And advertisement can be presented with a wide variety of media, such as TV, mobile TV, Internet, and billboard outside. Second, it should launch large-scale marketing campaigns, including sending out pamphlets.
To be sure, the
A. The product should tailor the requirement of Chinese consumers
B. To operate well in
C. Before enter into
This report has given a calculation of the international marketing mix strategy of JBX Pty Ltd. To begin with, it proposes that the company should apply adaptation strategy when developing products to meet the expectations and specific requirements of
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