Rituals: Strategic Marketing Plan Into Asia
08
Fall
Rituals:
Strategic Marketing Plan
Exporting Rituals to India
Table of Contents 1 Introduction 4 1.1 Background 4 1.2 Problem statement 4 1.3 Main research question 5 1.4 Sub questions 5 1.5 Missions and Goals 5 2 (Current) External analysis 6 2.1 Market Analysis 6 2.1.1 Total market 6 2.1.2 Market segmentation 7 2.1.3 Target group 7 2.1.4 Customer characteristics and behavior 7 2.1.5 Positioning 7 2.2 Environmental / Trend Analysis 7 2.2.1 DESTEP analysis European Union 7 2.2.2 Industry Analysis (5 competitive forces of Porter) 9 2.3 Competitor analysis 11 2.4 Distribution analysis 11 2.5 Vendor analysis 12 3 Internal analysis 13 3.1 7 S-model 13 3.2 Abell model 14 3.3 Value chain analysis 15 3.3.1 Support Activities: 16 3.3.2 Primary Activities 17 3.4 18 3.5 Marketing Mix 18 3.5.1 Product 18 3.5.2 Price 20 3.5.3 Place 20 3.5.4 Promotion 21 3.6 Financial analysis 21 4 SWOT 25 4.1 Confrontation matrix 27 4.2 The most relevant confrontations 29 5 Marketing Goals 30 5.1 (Future) International Environment analysis: Sales Funnel model 30 5.2 (Prospect) Country Analysis 31 5.2.1 DESTEP analysis 31 6 Strategic plan 33 6.1 Country Selection 33 6.2 External market analysis India 35 6.2.1 Total market 35 6.2.2 Market segmentation 36 6.2.3 Target group 37 6.2.4 Customer characteristics and behavior 37 6.2.5 Positioning 37 6.3 Expansion Strategy 38 6.3.1 Sprinkler strategy 38 6.3.2 Waterfall strategy 39 6.4 Market entry strategy 39 6.4.1 INDIRECT EXPORT 39 6.4.2 DIRECT EXPORT 39 7 Operational Marketing Mix plan 41 7.1 International Product Mix: 41 7.1.1 Goals 41 7.1.2 International Price Mix: 41 7.2 International Price Mix: 41 7.2.1 Goals 41 7.3 International Distribution Mix: 42 7.3.1 Goals 42 7.3.2 Strategies 42 7.4 International Promotion Mix: 43 7.4.1 Goals 43
Fall
Rituals:
Strategic Marketing Plan
Exporting Rituals to India
Table of Contents 1 Introduction 4 1.1 Background 4 1.2 Problem statement 4 1.3 Main research question 5 1.4 Sub questions 5 1.5 Missions and Goals 5 2 (Current) External analysis 6 2.1 Market Analysis 6 2.1.1 Total market 6 2.1.2 Market segmentation 7 2.1.3 Target group 7 2.1.4 Customer characteristics and behavior 7 2.1.5 Positioning 7 2.2 Environmental / Trend Analysis 7 2.2.1 DESTEP analysis European Union 7 2.2.2 Industry Analysis (5 competitive forces of Porter) 9 2.3 Competitor analysis 11 2.4 Distribution analysis 11 2.5 Vendor analysis 12 3 Internal analysis 13 3.1 7 S-model 13 3.2 Abell model 14 3.3 Value chain analysis 15 3.3.1 Support Activities: 16 3.3.2 Primary Activities 17 3.4 18 3.5 Marketing Mix 18 3.5.1 Product 18 3.5.2 Price 20 3.5.3 Place 20 3.5.4 Promotion 21 3.6 Financial analysis 21 4 SWOT 25 4.1 Confrontation matrix 27 4.2 The most relevant confrontations 29 5 Marketing Goals 30 5.1 (Future) International Environment analysis: Sales Funnel model 30 5.2 (Prospect) Country Analysis 31 5.2.1 DESTEP analysis 31 6 Strategic plan 33 6.1 Country Selection 33 6.2 External market analysis India 35 6.2.1 Total market 35 6.2.2 Market segmentation 36 6.2.3 Target group 37 6.2.4 Customer characteristics and behavior 37 6.2.5 Positioning 37 6.3 Expansion Strategy 38 6.3.1 Sprinkler strategy 38 6.3.2 Waterfall strategy 39 6.4 Market entry strategy 39 6.4.1 INDIRECT EXPORT 39 6.4.2 DIRECT EXPORT 39 7 Operational Marketing Mix plan 41 7.1 International Product Mix: 41 7.1.1 Goals 41 7.1.2 International Price Mix: 41 7.2 International Price Mix: 41 7.2.1 Goals 41 7.3 International Distribution Mix: 42 7.3.1 Goals 42 7.3.2 Strategies 42 7.4 International Promotion Mix: 43 7.4.1 Goals 43