MARKETING PLAN

Marketing plan



Table Of Content

Table Of Content1

Introduction3

MARKETS OF Computer PRODUCTS IN UK5

Position of Computer PRODUCTS in international markets5

Situational analysis6

Internal Analysis:6

SWOT Analysis7

Strengths7

Global Presence7

Company Image8

Fine Quality8

Weaknesses8

Low Returns8

Less Promotional Activities8

Opportunities9

New Platform9

Market/Industry Growth9

Threats9

High Competition9

Law Suits10

PEST Analysis11

Political11

Economic11

Social12

Technological12

Computer Product's External Factors13

Managing sustainable Computer productsin international markets14

Enhancing brand quality14

Overseeing manufacturers14

Marketing Strategy15

Marketing Objectives16

Financial Objectives17

Margin on product will not exceed 10%17

Product scrutiny17

Value for money (price flexibility)18

Shelf space management18

Focused advertising19

Implementation & Control20

Customer satisfaction20

Customer perception20

Customer needs and expectations21

Generating income or profit21

Challenges21

The rationale for faster NPD23

The imperative of shorter PLCs24

The opportunity for cost reductions24

Gaining a price premium25

More frequent/fresher innovations26

Better product quality27

Greater product-line variety27

Improved market feedback28

Caveats regarding speed28

The benefits from an earlier launch into home and overseas markets29

The advantages of market pioneering30

The contribution of overseas sales to success32

Consequent hypotheses34

The wider implications of the research hypotheses/findings34

Measuring the benefits of early internationalization36

The significance of overseas markets to successful NPD launches39

New product launch decisions41

Product launch decisions41

Pricing launch decisions43

Communication launch decisions45

Distribution launch decisions46

Conclusion46

References48

Introduction

In this paper we produced an international marketing plan for Tsing Hua Tong Fang,Chinese company who is going to introduce its computer product in UK Market.Business to Business (B2B) marketing is currently one of the fastest growing areas of marketing and has emerged as a discipline in its own right. The skills and techniques required to market in B2B are quite distinct and therefore need to be understood at length. Unlike its sister discipline Consumer marketing, marketing in the B2B environment is a complex and demanding process that has evolved its own dynamics, processes and systems though based on the same basic marketing fundamentals.

TSINGHUATONGFANG is Chinese leading integrated processor/distributor/seller of computer products, TSINGHUATONGFANG specializes in information industry and energy and environmental industry. For its information business, the Company is principally engaged in computer business, application information business and digital television (TV) system business. The Company's application information business provides digital urban and industrial information systems, as well as security systems, while its digital TV system business provides digital TV systems, digital communication and equipment manufacturing, as well as Internet application. For its energy and environmental business, the Company offers environment protection and building energy saving services. Through the years of development and experience, Tsinghua Tongfang Co., ltd set its main objective as “serving the society with science and technology”. With the significant support from Tsinghua university, Tongfang not only carries out its “Technology & Capitalization”, “Development & Collaboration”, “Brand & Globalization” strategies; but also carries forward its main theory, “Responsible, Explore, Exceed and Loyal equals Value”; to keep on improving in both Information Technology (I.T) and Environmental Energy fields.

With decades of effort, Tongfang Co., ltd has been constructed into ten core divisions. They are “Computer Digital City, The Internet of Things Application, Micro-electronics & Radio Frequency Technology, Multi-media,Semi Conductor & Illuminating, Knowledge Network, Military Application, Digital TV, and Environment Technology Industry Divisions.  By the end of 2009, Tongfang's total assets reached to 20 billion Yuan, annual operational income topped to 15billion Yuan, and the total filed patents and software authorizations increased to 1341. Our brand value exceeded to ...