International Marketing Swot Analysis free essay sample

In year two, we could get back the full amount of investment and gain more than 10% of the investment. In year three, due to the familiarity of the Philippine environment, the increase of market shares and cut down of advertising cost, return on investment will be more than 30%. Returns are expected to grow year by year. However, the future is hardly predicted. There are two other scenarios which are â€Å"Best-Case† scenario and â€Å"Worst-Case Scenario†. â€Å"Best-Case† scenario reflects the change of future that benefits our company. On the other hand, the â€Å"Worst-Case† scenario reflects the change of future which brings negative effects to our company. 2. 0 Introduction Our group has chosen Lam Soon Edible Oils Sdn. Bhd for our international marketing assignment. With four decades of experience and expertise in the area of soap manufacturing has made Lam Soon a key player in the Malaysia soap market. Today, their product range caters to the different requirements and preferences of today’s consumers, which includes beauty soap, fruity-scented soap, medicated soap, sports soap and even soap manufactured specifically for our Muslim consumers. We will write a custom essay sample on International Marketing Swot Analysis or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page With a history of over half century and a reputation for integrity, Lam Soon value long-term business partnership with their highly esteemed export customers. Lam Soon will utilise its experience as one of the most respected marketers and distributors of Fast Moving Consumer Goods (FCMG) to effectively communicate the product’s benefits to consumers and enhance merchandizing with the trade customers. Out of the range of products of Lam Soon, we have decided to concern on May beauty soap. May is a classic beauty soap made from natural ingredients and mood enhancing fragrances for today’s modern consumer. It pampers not just the skin, but the sense as well, offering outer beauty combined with inner-well being. The export destination will be Philippine. Philippine has more than 80,000,000 populations and within the Asia-Pacific. As Lam Soon has not explored and export into the Philippine market, it is strongly recommended that Lam Soon choose Philippine as the next target market. The purpose of this marketing plan is to analyze the Philippine market and the conditions of Lam Soon before entering into the market. Moreover, this marketing plan provides different marketing entry modes and strategies. Nevertheless, the later part of this marketing plan will include expected outcomes and the descriptions of the specific actions that are to be taken. 3. 0 Situation Analysis 3. 1 Business Environment In order to enter the international marketing, a company should consider all the factors of business environment such as the economic conditions, social and cultural factors, political or legal factors, infrastructure, information technology environment, demographic trends and bilateral agreements with Australia. 3. 1. 1 Economic Conditions Firstly, the most important factor is the economic conditions. Since the global economic environment is unpredictable, such events like Asian Financial crisis that affected most Asian countries somehow will decrease the consumer’s expectations and favours in spending. The economic growth in Philippines has been on a rising path since 2001: GDP growth increased to 6. 1 percent in 2004 and GNP growth also reached 6. 1% in 2004. On the demand side, personal consumption continued to grow at a robust 5. 8% pace aided by double-digit growth of remittances. Thus, people tend to spend more on consumption goods because there is a rise in their income. 3. 1. 2 Social and Cultural Factors The Philippines’ culture is a mixture of Western and Eastern influences as the foundation of the culture is based primarily on the Pre-Hispanic, native cultures of the various Austronesian-speaking ethnic groups, mixed with many foreign influences from Spanish, Mexican, Chinese, Islamic, Hinduism and Anglo-Saxon. There are more than 170 languages spoken in the Philippines and most of them belong to the Western Malayo-Polynesian language group of the Austronesian language family. Most of the Filipinos are Christians (95%), with 83% of it belongs to the Roman Catholic Church and other 12% belongs to various Protestant denominations. As the Philippines are improving in different types of industry, a change in trend and favours will take place. So, to keep in track with the changes in trend, a company should never neglect consumer’s new expectations on inferior goods and services. 3. 1. 3 Technological Factors Besides these factors, technological influence plays an important part in the external environment factors. This is because new technology has invented new and superior goods in order to favour consumer’s taste and expectation in the new era of technology. They assumed new innovations positioned on existing products. Therefore, there will be more choices for them to consume and purchase. 3. 1. 4 Infrastructure The gateways to enter to Philippines are through the sea which is in Port of Manila and the Eva Macapagal Port Terminal, both located in Manila. Other cities with ports and piers include Batangas City, Cagayan de Oro, Cebu City and more. Moreover, there are Philippines Airlines, Air Philippines, Cebu Spirit, Asian Spirit and South East Asian Pacific (SEAIR) that plays a role in the airlines in Philippines. These infrastructures allow the businesses to go smoothly and avoid any possible difficulties while traveling and transporting goods especially export and import activities (Internet 3). 3. 1. 5 Telecommunications The telecommunications systems in the Philippines are well maintained as their telephones have 7. 3 million (1997) main lines are in use and 28 million mobile cellular are in use during year 2004.