Market Export Strategy

International Marketing Table of Contents 1 Introduction 5 2 Methodology 6 3 Executive Summary 7 3.1 Marketing plan 7 3.2 Market segmentation 7 3.3 Positioning 7 3.4 Market mix 7 3.5 Product adaptation 7 3.6 Promotional mix 8 3.7 Distribution/distribution channels 8 3.8 Pricing 8 3.9 Financial statements and budgets 8 4 Mission Statement 9 5 The Marketing Plan 9 5.1 Marketing Objectives 9 5.1.1 Target Market 10 5.1.2 Positioning 12 5.1.3 Market Penetration and Coverage 12 5.1.4 Expected Sales 15 5.1.5 Profit Expectations 15 5.2 Product Adaptation 16 5.2.1 Core component description 16 5.2.2 Packaging 16 5.2.3 Services 17 6 Promotion mix 19 6.1 Advertising 19 6.1.1 Objectives 19 6.1.2 Promotional Goal 20 6.1.3 Detailed promotional strategy for our test market 21 6.1.4 Conclusion 31 7 Distribution from Ireland to the USA 32 7.1 Mode selection 32 7.1.1 Transportation within Ireland 32 7.1.2 Transportation to the USA 32 7.1.3 Transportation within the USA 32 7.2 Selection of ports 33 7.2.1 Port in Ireland 33 7.2.2 Port in the USA 33 7.3 Packing 33 7.3.1 Coding and labeling regulations 33 7.3.2 Packaging of our product 34 7.4 Documentation required 35 7.4.1 Transportation documents: 35 7.4.2 Commercial documents: 36 7.4.3 Government documents: 37 7.4.4 Other important documents: 38 8 Channels of Distribution 40 8.1 Introduction 40 8.2 Foreign market entry 40 8.3 Foreign Manufacturing 40 8.3.1 Production and exporting 40 8.3.2 Bottling in the US 40 8.4 Joint Venture 41 8.4.1 Explanation 41 8.4.2 Diageo 41 8.4.3 Implications & Benefits 41 8.5 Wholesalers 42 8.5.1 Functions 42 8.5.2 Mark-up 43 8.5.3 Methods of operation 43 8.5.4 Scale of operation 43 8.6 Retailers 43 8.6.1 Type & number 43 8.6.2 Retail mark-up 44 8.6.3 Methods of operation 44 8.6.4 Scale of