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International Marketing Report. Garden Furniture "Paradise"
|2.1||Social & Cultural & Demographic environment||6|
|3.1||Target customer profile||13|
|3.2||Layers of the product concentrated on concrete details||13|
|3.4||The brand name||15|
|3.5||Affectation of potential sales from the country of origin Finland||16|
|3.6||The packaging of the product||16|
|3.7||Product development concerning this market||17|
|3.8||The diffusion of the product in the market||18|
|4.1||Stages in chair “Paradise Promotional Campaign Planning||20|
|4.1.1||Determine the target audience||20|
|4.1.2||Determine campaign objectives||20|
|4.1.3||Determine the budget||21|
|4.1.4||Determine media strategy||21|
|4.1.5||Determine the message||23|
|4.1.6||Determine campaign approach||23|
|4.1.7||Determine campaign effectiveness||24|
|4.2.5||A rough draft of a chair “Paradise” advertisement||27|
|5.1||Factors influencing price strategy||28|
|5.1.3||Company internal factors||29|
|6.1||Importance of internal distribution||33|
|6.2||Structure of international channel||34|
In today’s competitive business environment every company seeks ways to produce their products internationally. The objective of this report is to show how manufacturer can make managerial decisions for selling their product in foreign market through the marketing mix 4P’s: product, promotion, price and place. Moreover to recognize the environmental factors and understand their effect on the marketing decisions of a company who wants produce internationally. In this case manufacturing market is Finland and main foreign target market is Spain.
Nowadays furniture business is very competitive. There are many furniture companies through the all world, because furniture are one of the main products for people to satisfied their needs and wants. In addition for companies it is new question what to do with their products: sell in domestic market or go abroad? This report will show decision making process for selling garden furniture Paradise abroad in Spanish market.
Our product is garden furniture: a garden chair for people who have a reasonable level of income and who likes untraditional and simple style for furniture. Garden furniture Paradise is product from the company Ottotuote Oy in Valkeala, Finland. This furniture is suitable for different kind of interiors including conservatories, halls, balconies, offices, public areas and gardens. The brand name Paradise reinforces the image of the product used in a pleasant surrounding. The name can also be considered suitable for international markets. Paradise furniture is a designer product and during the years it has received a lot of attention in furniture exhibitions at home and abroad. According to export specialists the European markets also looked profitable.
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