ABSTRACT
The concentration of the study is on the international marketing strategy of marketing mix for jewelry industry. The enduring existence and growth of an enterprise rely upon the persistent pursuit of above-average return. Before invading the market, an elaborate strategic plan is essential in which marketing is the drafting of a well-knit and competitive strategic ¡uplanning¡vbefore action; Sales is the ¡uexecution¡vof selling. With this manner, an enterprise is able to maintain the competitive advantage and create the satisfactory profit that marketing is a science that is to be applied in this arena.
In a case study of a company called ¡§S¡¨, they moved operations to Mainland China, prior to entering the Asian Pacific¡ÐAustralian Markets. How will this move help the company become competitive by their manufacturing advantages, develop overseas channels and the setup of an effective marketing strategy which can be implemented into the practical work, will be the motivation of the research.
As the outset, the study focused on the marketing mix before entering the market. A questionnaire was carried out to investigate the marketing mix Australian exemplary companies and it will be based on the current situation in the industry to match the theoretical application on the market. The interview was also employed to complement and intensify the practical experience. In order to build up a constructive marketing strategy for ¡uS¡vcompany¡¦s reference.
The out come from the research are:
1. By price¡Ðquality as the segmentation variables, the market segments will be high price & high quality, middle price & middle quality and high price & high quality for the market segment of consumers.
2. By the data analysis of demographic variables indicated that the best buying
power consumer who with higher income.
3. The most concerning factors¡Bmotivating factors¡Bthe product type are significant related. And the product design preferences and brand name has significant differences.
4. The places for companies and consumer shows a significant related which the companies are mainly have their own outlets/stores for distribution channels¡Fconsumers are direct buying from the stores.
5. The advertising and the way of promotion are significant differences between companies and consumers. The companies are participate international trade show or sponsorship activities as the promotion¡Fconsumer received advertising and promotion are mainly by radio or TV media.
In conclusion, based on the result of this research the suggestions are: use¡uhigh value strategy¡v to enter the market at beginning¡F product type in basic design and classic design as the leading products by the short term in OEM, mid term policy in ODM markets and the version for long term will be OBM¡Fthe distribution channel will be constructively large chain stores as the retailer in the middle¡Freferring to product promotion, taking part in trade shows, and for information exchange and develop product technical ability. By centering on the target market & position and marketing mix (4P, product, price, place and promotion) respectively, the out come of the research could be the guideline of international marketing strategy to ¡uS¡vcompany for entering Australian market.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0626102-152403 |
| Date | 26 June 2002 |
| Creators | Heh, Dong-Meei |
| Contributors | Tai-hwa Chow, Albert Wenben Lai, Ming-rea Kao |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0626102-152403 |
| Rights | unrestricted, Copyright information available at source archive |
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