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business report范文首都瓷器公司主要生产瓷器和陶器，公司在一个著名的地方——英国特伦特河畔斯托克地区生产。然而，高质量的瓷器和陶器在英国的需求逐渐下降。随着英国市场的消失，发生了一系列关于国际贸易和商业的潜在机会的讨论。这样的讨论目前已经达到了一个阶段，为了发展国际业务，需要制定各种形式的战略和计划。此商业报告的目的是制定国际营销的发展计划和首都瓷器公司的发展战略。
任务1
你会建议采取什么样的市场研究，使首都瓷器公司能够洞察欧洲国家的国际市场潜力，并在非欧洲国家中选择四个企业产品？你会如何建议首都瓷器公司搜集这方面的研究？你认为什么研究仪器能为他们提供他们所需要的帮助，帮他们做出正确的国际业务决策？他们尝试着把市场调查定义为解决困惑的方式。
尽管“市场研究”这个词现在主要用作替代词“市场营销研究”上，它们所涉及的活动范围还是存在明显差异的。市场研究的职责范围更为广泛，而市场营销研究就仅限于了解某一特定产品的市场信息。
The Capital China Company was formed from several china and pottery producing companies in a famous area, the Stoke-on-Trent region of England. However, the demand for high quality china and pottery in UK has fallen.With the demise of the UK market, discussion has been taking place regarding the potential opportunities for international trade and business. The discussions have now reached a stage where some form of a strategy and plan needs to be formulated to develop international business.The purpose of this business report is to formulate the development of the international marketing plan and strategy for the Capital China Company.
任务1———Task 1
What market research would you advice is undertaken to enable The Capital China Company to gain an insight into the international market potential of ONE European country of your choice, and ONE non-European country for the four businesses products? How would you advice The Capital China Company to collect this research? What‘s research instrument’s do you think would offer them the collection of the data they require to help them make the correct international business decisions? There have been several attempts to define market research taking into account the confusion that has been caused by the term ‘marketing research’.
Although the term ‘market research’ is now largely used as an alternative word for ‘marketing research’, there is a distinct difference between the scopes of the activities they covered. The responsibilities of market research extend widely, whereas marketing research is limited to finding out information about the market for a particular product (Chasmal, 1997).
Market research can therefore be defined as the systematic design, collection, analysis and reporting of data and findings relevant to a specific marketing situation facing the company (Kotler & Keller, 2006), or simply a matter of finding out as much as you can about the target market and what drives them to buy.
According to Wikipedia, market research is often divided into two sets of categorical pairs, either by target market:Consumer market research and Business-to-Business (B2B) market research Or, alternatively, by methodological approach: Qualitative market research, and Quantitative market research.I would advise The Capital China Company to undertake the quantitative market research in order to gain an insight into the international market potential since this method of market research deals with the application of quantitative research techniques to the field of marketing.
研究工具———Research Instruments
A research instrument is what you use to collect the information in a field study or observation. It helps you keep track of what you observe and how to report it. It must be both valid and precise .
I would therefore advice The Capital China Company to collect this research by using structured questionnaires and structured interviews. According to the NCC Lecture Slides, these techniques apply the type of a research instrument called the closed-end questioning.
This research instrument is favorable for The Capital China Company because it specifies all the possible answers and provides answers that are easier to interpret and tabulate. By doing so, this research technique measures how many people think a certain way as opossed to open-end questioning research technique found in Qualitativemarket research (Kotler & Keller, 2006).
任务2———Task 2
How might you evaluate and consider the right countries to enter for the four businesses that operate under the Capital China Company? Which market entry methods are available to The Capital China Company? Recommend and justify which particular market entry methods you believe would be most suitable?
A market entry strategy can be defined as the planned method of delivering goods or services to a target market and distributing them there. When importing or exporting services, it refers to establishing and managing contracts in a foreign country.The market entry methods that are available to The Capital China Company include joint venturing, licensing and exporting which involves direct and indirect exporting.
合资企业———Joint Ventures
Joint ventures involve collaborating with a same-nationality firm that is already in the target market, or with a foreign firm in its own country (Blythe, 2005). Generally, joint venturing involves Business activities undertaken by two or more firms acting in partnership. In our case, The Capital China Company should find another company in foreign market to do business with.This type of agreement gives the international firm better control over operations and also access to local market knowledge. The international firm has access to the network of relationships of the franchisee and is less exposed to the risk expropriation thanks to the partnership with the local firm.
This type of agreement is very popular in international management. Its popularity pauses from the fact that it permits the evasion of control problems of the other types of foreign market entry strategies. In addition, the presence of the local firm facilitates the integration of the international firm in a foreign environment.
间接出口———Indirect Export
This is the market-entry strategy that offers the lowest level of risk and involves least market control where by products are carried abroad by others. The firm is not engaging in international marketing and no special activity is carried on within the firm; the sale is handled like domestic sales.
According to Terpstra & Sarathy in their book International Marketing (2001), there are several different methods of indirect exporting:
• The simplest method is to deal with foreign sales through the domestic sales organisation. For example, if a firm receives an unsolicited order from a customer in Spain and responds to the request on a one-off basis, it is engaging in casual exporting. Alternatively, a foreign buyer may approach to the firm. Products are sold in the domestic market but used or resold abroad. This type of arrangement may arise if a foreign department store has a buying office in the firm’s home country. If the exporting firm does not follow up the contact with a sustained marketing effort, it is unlikely to gain future sales.
• A second form of indirect exporting is the use of international trading companies with local offices all over the world. The size and market coverage of these trading companies make them attractive distributors, especially with their credit reliability and their information network. The trading companies of European origin are important mainly in trade with former European colonies, mostly Africa and Southeast Asia.
• A third form of indirect exporting is the export management company located in the same country as the producing firm and which plays the role of an export department. That is the firm has the performance of an export department without establishing one in the firm. The economic advantage arises because the export company performs the export function for several firms at the same time. The producer can establish closer relationships and gains instant foreign market contacts and knowledge. The firm is freed the burden of developing in-house expertise in exporting. The method of payment is the commission and the costs are variable.
Indirect export can open up new markets without requiring special expertise or investment. Although, by this method both the international know-how and the sales achieved by these indirect approaches are generally limited
直接出口———Direct Export
Direct export can be defined as a sale by an exporter directly to a buyer in a foreign country.The Capital China Company can also use the direct export method to enter into international business although this approach to export requires more corporate resources and also entails greater risks.The risks with the Capital China Company and the level of resources required is minimum because the all four of the businesses forming the Capital China Company have already engaged with and delivered export orders both to European countries and to a number of the Gulf States.
According to Terpstra & Sarathy in their book International Marketing (2001), in order to implement a direct exporting strategy, the firm must have representation in the foreign markets. This can be achieved in a number of ways:
• Sending international sales representatives into the foreign market to establish contacts and to directly negotiate sales contracts.
• Selecting local representatives or agents to prospect the market, to contact potential customers and to negotiate on behalf of the exporting firm.
• Using independent local distributors who will buy the products to resell them in the local market (with or without exclusivity).
• Creating a fully owned commercial subsidiary to have a greater control over foreign operations. (In most cases, the commercial subsidiary will be a joint venture created with a local firm to gain access to local relationships.)
Again this is not necessary since the Capital China Company has already established a connection with the outside world.
执照———License
Another way The Capital China Company can enter a foreign market is to license a local company to use one or several components of its business concept.The advantage of licensing for The Capital China Company (licensor) is that it can enter a new market at little risk. For the licensee the advantage is that it can gain production expertise or a well-known product or brand name. But licensing also has its disadvantages in that some control is lost, and that a potential competitor may have appeared when the license terminates (Kotler & Keller, 2006)
The Capital China Company can license through management contracts, contract manufacturing and franchising. In a management contract, The Capital China Company can charge a fee to manage a foreign business. In contract manufacturing, The Capital China Company can hire local manufacturers to produce a product in a foreign market. In franchising, The Capital China Company will have to offer the complete brand concept and operating system to the franchisee.
The market entry that would be most suitable for The Capital China Company is exporting which involves direct and indirect exporting methods because indirect exporting offers the lowest level of risk and the least market control, in which products are carried abroad by others.
Also in direct exporting, although the firm becomes directly involved in marketing its products in foreign markets, this won’t be a problem for The Capital China Company since it had already established the connection with foreign markets. |
