International Marketing Strategy

Strategic Marketing High Definition Television Manufacturer

[Name of the University]

Contents

Strategic Marketing High Definition Television Manufacturer3

Introduction3

Environmental analysis of television market of India3

Marketing tools and techniques for new region4

Cultural aspects and buying behavior4

Marketing mix strategy for the new Mitsubishi HD TVs5

Product5

Place5

Price5

Promotion6

Foreign entry market strategy6

Scanning of the global environment6

Knowledge about the competitors7

Cultural aspects and buying behavior of consumers7

Political and legal conditions7

Use of social media network8

Conclusion9

Strategic Marketing High Definition Television Manufacturer

Introduction

The objective of this essay is to develop an international marketing strategy for high definition television launched by Mitsubishi Electric. Mitsubishi Electric Corporation is a Japanese based multinational which deals in electronics and electrical equipments such as televisions, music systems and DVD players. The head quarter of Mitsubishi is in Japan. It was founded on January 1921. It operates in many countries of the world.

. The Mitsubishi is launching a new high definition television which it would be taking to the markets of India. This report will identify the factors which forced the Mitsubishi to choose India as its destination market. It will analyze the technology market environment of India and discuss the positive factors for its selection of India as destination market. The Mitsubishi will follow the standards of international Marketing Strategy to develop and maintain a competitive edge over its rivals in the specific region. Various marketing tools and techniques will be adopted to make the new high definition TV of Mitsubishi a big success in India. It would also take in consideration the environmental factors of the new market and any ethical issues which Mitsubishi may face in the new market. The marketing mix strategy for India is also included in this report which will validate the selection of Indian technology markets and explain the strategy of entering foreign markets which would keep the Mitsubishi aware about any hindrances and dangers involved in this process. In the following sections critical discussion has been made on the International Marketing Strategy which would be followed by the Mitsubishi Electric in India.

Environmental analysis of television market of India

The Mitsubishi Electric has opted India as the destination market for their new high definition TV. According to the latest figures, India, in the few years, has achieved great technological advancement. Many Multi-nationals have started to operate in this region and have considered it the hub of business activity. According to the figures, the market size of television is estimated at 15.2 million units where LG and Samsung currently holds more than 44% share of the Television market The Mitsubishi sees a big potential in this industry and hope to successfully launch its new HD TV with a big success. The Mitsubishi will take advantage of latest trends of marketing in order to capture the market. It will use all latest means of advertising to promote their brand in the market such as social media, surveys and promotions to penetrate the market of India. The Mitsubishi initially aims to set a competitive price for its new TV sets in order penetrate the ...