Assignment

On
International Marketing

Prepare for: Md. Moniruzzaman Sharkar Lecturer Faculty of Business & Economics Daffodil International University

Prepare by:
Md. aki!ul "asan Md. Masud ana Md. +!u "oraira Md. Del.ar "ossain /u.el 0hokro!arty Id# $%&'(('&)( Id# $%&'(('&*& Id# $%,'(('-,( Id# $%('(('&($ Id#

Last Date of Submission: December 07, 2011

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07 December, 2011 To Md. Moniruzzaman Sharker Lecturer Department of Business Studies Daffodi !nternationa "ni#ersit$ Dhaka % 1207 Sub& Submission of an assi'nment on (!nternationa Marketin' ) an*. Dear Sir, +e be' most respectfu $ to state that, ,e ha#e comp eted our assi'nment about (!nternationa Marketin' ) an*. -o, ,e ,ou d ike to submit our assi'nment to $ou. +e therefore pra$ and hope that $ou ,ou d be permit us to submit our assi'nment and ,e re.uest that if there is an$ mistake on our assi'nment p ease consider it. /our Sincere $ Department of Business 0dministration "ni#ersit$ name

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Assignment ON International Marketing Plan

Explore Electronic Company

Acknowledgement !n preparin' this report a considerab e amount of thinkin' and informationa inputs from #arious sources ,ere in#o #ed. +e e1press our sincere 'ratitude to e#er$one ,ho contributed to,ards makin' this assi'nment. 2irst of a ,e ,ou d ike to thank our honorab e teacher Md. 3mdadu !s am the prized opportunit$ to do our assi'nment at her presti'ious 'uidance. The e1perience and kno, ed'e 'ained he ped us immense $ to address and understand a the e ements re ated to our report, ,hich ,e other,ise ,ou d not ha#e understood so ,e . 4ur sincere 'ratitude 'oes to our assi'nment super#isor Md. 3mdadu !s am for encoura'in' us at the #er$ first p ace, to undertake such a re ationa stud$ to fu fi our paper re.uirements. 5e 'a#e a the time and attention, ,hich ,e needed to comp ete our research and compi e our report in as much order $ ,a$ as possib e.

Executive Summary This assi'nment sheds on the products and ser#ices of 31p ore 6ompan$ Limited. The action research demonstrated its stren'th in e ectronics business durin' 2011. The rapid de#e opment of our compan$ is .uite #isib e. This report hi'h i'hts about the current products and ser#ices the$ are offerin' to the compan$ and indi#idua s. The report ,i sho, ,hether the compan$7s ser#ices and products matches ,ith the rea ,or d situation. The report ,i ' ance to match the bookish kno, ed'e ,ith the practica condition of the compan$. The report a so ana $zes different cu tura , po itica and en#ironmenta situation from ,hich ,e can determine the o#era condition of 31p ore 6ompan$ Limited. The companies7 financia condition is de#e opin' da$ b$ da$. The 'ro,th rate of the compan$ is a so #er$ much attracti#e. So ,e are 'oin' to enter into in the internationa market ,ith a #er$ attracti#e and uncommon product.

Introduction
Name o t!e "usiness
31p ore 3 ectronic 6ompan$

Nature o "usiness
!t7s a read$ e1istin' business in Ban' adesh. !t is an e ectronics compan$. !t is aunchin' a ne, product in Ma a$sia.

Product Name
#IN$

Product %eview
The product is ookin' ike a 8efri'erator at first si'ht. But that7s not a . There are man$ other features are inc udin' in it. The features are !t7s a frid'e main $ !ts door act as a te e#ision 9ust be o, the T:, there is a D:D p a$er There is an o#en at the top of the frid'e. !t a so has a ,ater fi ter inside the frid'e.

#IN$ product 'i#es ;oint $ a p ace.

necessar$ thin'. !t can perform easi $

indi#idua $ as a resu t it sa#e customer mone$ and easi $ set in house in an$

O*+ectives
Mission&
3ach of our acti#ities must benefit and add #a ue to the 6ommon ,ea th of our societ$.

'ision&
Bui din' a true marketin' ed enterprise ,ith moti#ate #ision b$ earnin' customer satisfaction.

&(ocus
+e be ie#e in creatin' re ationship ,ith more tar'et customer. !n that sense .,e tar'eted hi'her midd e c ass and abo#e it

:P!iloso)!y
+e firm $ be ie#e that in the fina ana $sis ,e are accountab e to our customers, our emp o$ees, our supp iers and fe o, citizens. So ,e ,ant to

.make sure that ,e are a,are of our responsibi ities

&,ong term o*+ective

Become a reno,ned e ectronics compan$ ,ithin 2 $ears and e1pand the .business ,ith inno#ati#e product <Market -e inition < #IN$ is the combination of = products. There are man$ #arieties in this product. 4ur tar'et market or customers are those ,ho o#e #ariation. 2or this ,e ha#e se ected the hi'her>midd e c ass of our product. The features ha#e been inc uded in the product b$ keepin' mind that ,hat functions the peop e of this c ass needs. So ,e ha#e se ected our tar'et customer is the ne, 'eneration coup e ,ho ha#e ;ob. The$ are #er$ bus$ ,ith their ;ob. 4ur .product ,i he p them a 'reat dea <Market Si.e < To choose more se ecti#e market ,e ha#e tar'eted a certain customer. 2or the sake of our product ,e ha#e se ected the hi'her midd e c ass of the countr$. The size of our market is #er$ narro,. !nitia $ ,e ha#e on $ se ected .Ma a$sia cit$ &The

scope and cha en'es

There are so man$ scopes and cha en'es for our product. !t is tota $ ne, product in the market, so there is no competitor in the market and their cu ture and our countr$ cu ture are a most same. 0s a resu t it is our 'reat opportunit$ .to capture the market easi $. Their market en#ironment is so much friend $ 0s a ne, entrant of internationa market ,e ha#e ots of barriers to face such as ta1, tariff etc. but it is not too much hi'h than other countries. Transportation cost is another barrier for our business. But ,e can reduce our .distribution cost b$ reducin' midd eman

/urrent Situation Analysis

There are t,o en#ironments ,hich affects our compan$ to de#e op a ne, product. The$ are a? Micro 3n#ironment % interna resources b? Macro 3n#ironment % e1terna factors

Micro Environment 0 Internal %esources

!nterna resources are #er$ important factor for de#e opin' a ne, product. !n this case ,e ha#e faced fe, ad#anta'es and prob ems. Internal resources .are consists of financial, people, time, skill (inancial resources 0s a ne, business ,ith a ne, product ,e are facin' fe, prob ems ,ith .financin'. !nade.uate fund one our main prob em Peo)le +e ha#e taken efficient ,orkin' force to carr$ the acti#ities of the .business smooth $ 1ime Time mana'ement is #er$ important to e#er$ business especia $ for .ne, business Skill To bui d our product ,e ha#e taken e1pert en'ineers

Macro Environment 0 External (actors

Macro en#ironment or the e1terna factors of e#er$ business p a$s a #ita ro e on product de#e opment. The e1terna factors are 'i#en be o, Demo'raphic 2actors 3conomic 2actors -atura 2actors Techno o'ica 2actors )o itica 2actors 6u tura 2actors .1 .2 .@ .A .= .B

-emogra)!ic (actors +e ha#e kept in our mind the demo'raphica factors ike fami $, occupation, .'eneration etc 4ur product is for the ne, 'eneration coup e 2or those coup e ,ho ha#e ;ob 2or those ,ho o#es inno#ati#e product

Economic (actors Thou'h ,e are a de#e opin' countr$, ,e ha#e se ected our tar'et customerC .is the hi'her>midd e c ass of our countr$ There are t,o factors that ha#e inf uenced us. Those are Income ,evel> !f ,e compare hi'her>midd e c ass ,ith our poor peop e than ,e ,i find that their income is increasin' ,ith a 'ood rate. So the$ can afford .our product easi $ S)ending Pattern2 0s ,e ha#e se ected our tar'et customer is the ne, 'eneration coup e ,ho ha#e ;ob. The$ are #er$ bus$ ,ith their ;ob so our product ,i he p them 'reat $ specia $ the o#en and freeze. !t is a so ess .e1pensi#e in comparison ,ith indi#idua product Natural (actors .0s Ma a$sia7s c imate is 'ettin' hot the use of freeze increased .+ater fi ter is #er$ important in toda$7s Ma a$sia

1ec!nological (actors -e, techno o'ies has been used +e assure 'reat performance of our product Life become easier )eop e are 'ettin' interested about inno#ati#e product

Political (actors The ru es and re'u ation affects 'reat $ ($

+e are a,are of our responsibi it$ +e ha#e 'i#en 'reat emphasis on ethics and socia responsibi it$

/ultural (actors This t$pe of product is 'ettin' common in there cu ture !t ensures entertainment </ause

related marketing<

-o, a da$s cause re ated marketin' is 'ettin' popu arit$ ,hich considers .socia responsibi it$ +e kno, e#er$ one ikes to ser#e their societ$ ,ith their abi it$. 2or this ,e .ha#e taken a 'reat step to ensure socia responsibi it$ 0s our product is an e ectronics product, it ,i need e ectricit$. But our .from the pri#ate sector For this, 2% of the products retail price ill !e donated to "#$ %"o er

e ectricit$ or po,er 'rid is not that sufficient and it re.uires he p or in#estment

.#e&elopment $oard' for the !etterment of our society .+e think it ,i ha#e a 'reat impact in the sa e

S3O1 Analysis

S+4T ana $sis is the process of ana $zin' the stren'th, ,eakness, opportunities and threat of a compan$ or its product in the market. !t he ps to e#a uate the product ,ith the competitor7s product. !n this case thou'h ,e don7t ha#e an$ competitor ,e ha#e to use S+4T ana $sis to make sure of our o,n abi it$. ((

Strengt!&
-e, )roduct Stren'th& 8easonab e price 8e.uires itt e space to fit )ro#ide ,arrant$ faci ities !nno#ati#e product

3eakness&
6ompanies imited shop

O))ortunities&
/oun' sin' e i#in' out side of the fami $ Dbache or? the$ can easi $ use it Married coup es ,ho ha#e ;ob can easi $ bu$ this product 5i'her midd e c ass peop e of our countr$ can easi $ bu$ #IN$ and it sa#es ots of mone$

1!reat&
Lack of Brand name Lack of financia fundin'

Market Segmentation

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Market se'mentation is di#idin' a market into sma er 'roups ,ith distinct .needs, characteristics or beha#ior ,ho mi'ht re.uire separate products 6onsumer market can be se'mented Eeo'raphic se'mentation Demo'raphic se'mentation )s$cho'raphic se'mentation Beha#iora se'mentation .1 .2 .@ .A

4eogra)!ic segmentation +e ha#e se'mented our product 'eo'raphica $ b$ se ectin' the customer of .Ma a$sia cit$ for our product -emogra)!ic segmentation +e ha#e se ected our tar'et customer b$ ana $zin' their income, occupation .so that the$ can afford our product Psyc!ogra)!ic segmentation +e ha#e se ected our tar'et customer b$ ana $zin' their ife st$ e, socia c ass and persona it$ characteristics. !n this case the hi'her midd e c ass a ,a$s .prefer e1c usi#e product "e!avioral segmentation +e ha#e se ected our tar'et customer b$ ana $zin' consumer kno, ed'e, attitude, use or response to our product. 0s ,e ha#e se ected our tar'et customer the hi'her midd e c ass of our countr$ ,ants inno#ati#e product ,ith .specia features so that the$ can en;o$ it

/om)etitor and t!eir market s!are 0s a ne, product in the market ,e ,i not face an$ competition from the start but in near future there ,i be competitor. 2or future ,e ha#e to carr$ a 'ood ,i so that ,e can increase our market share and ,e can dominate in the

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.future ,ith our competitor Partici)ants )articipant means actua $ ,ho ,i come to see our product or ,i be re ated to our product. 0s ,e ha#e se ected our tar'et customer the hi'her midd e c ass of the countr$ ,ho ha#e ;ob. The$ ,i come to our shop or to our retai er shop to 'et information about the features or functions of our product. B$ .e#a uatin' the e1pected performance u timate $ the$ ,i bu$ our product

Nature o consumer *uying decision

-ature of bu$in' decision is inf uenced b$ 6u tura 2actors Socia 2actors )ersona 2actors )s$cho o'ica 2actors .1 .2 .@ .A

/ultural (actors !n cu tura factor ,e ha#e considered socia c ass as ,e ha#e tar'eted the .hi'her midd e c ass of Ma a$sia Social (actors .!n socia factor ,e ha#e considered the fami $, the coup e ,ho ha#e ;ob Personal (actors !n persona factor ,e ha#e considered ife st$ e, economic situation, .occupation of our tar'et customer Psyc!ological (actors !n ps$cho o'ica factor ,e ha#e considered the moti#ation of our tar'et customer. +e ha#e added a the necessar$ features to satisf$ our tar'et customers need.

Marketing Strategy2 Product

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#IN$5 inc udin' a the features described ear ier in the product re#ie, section, ,i be so d ,ith = $ears ,arrant$. +e ,i introduce a more compact and modified mode in our ne1t product aunch. The brand and o'o %in our reports front pa(e' ,i be disp a$ed on the product and its packa'in' and .reinforced in the introductor$ marketin' campai'n Product li e cycle management There are fi#e sta'e of a product ife. To face a this sta'es successfu $ ,e need to mana'e it accordin' to the product position in the market. The fi#e sta'es are )roduct de#e opment sta'e !ntroduction sta'e A. Maturit$ sta'e =. Dec ine sta'e Ero,th sta'e .1 .2 .@

&Product develo)ment stage +e are in the product de#e opment sta'e. !t7s the main critica sta'e of a ne, product de#e opment sta'e. 0 the p annin', efforts are main $ conducted b$ keepin' a this in our mind. +e ha#e screened a a ternati#es in this sta'e. .0 the success depends on this sta'e Introduction stage !n the introduction sta'e ,e ,ant to ad#ertise a ot and ,e ,ant to take hu'e promotiona acti#ities b$ this ,e think ,i be ab e to attract our tar'et .customer 4rowt! stage !n 'ro,th sta'e usua $ a product becomes fami iar to the customer. The sa e increase rapid $. +e are a so hopin' to be ,e kno,n product in the market in .this sta'e Maturity stage !n this sta'e the 'ro,th rate 'ets s o,ed. !n this sta'e the product is #er$ ,e .kno,n in the market. +e ,ant to carr$ this period for a on' period -ecline stage !t is ine#itab e. So ,e need to p an to o#ercome this sta'e. The best ,a$ to o#ercome this sta'e is b$ startin' to find out a ternati#e to in#est as soon as .possib e or b$ takin' 'reat modification acti#ities of o#era p annin'

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Marketing Strategy2 Pricing

&Pricing o*+ective 0s a ne, product in market, our main ob;ecti#e is to pro#ide our tar'et customer a combined product ,ith reasonab e price so that the$ don7t ha#e to .spend mone$ for indi#idua product. So ,e keep these in our mind a ,a$s

&Pricing met!od There are man$ ,a$s of pricin'. !n be o, ,e ha#e 'i#en the main methods of &pricin' 6ost based pricin' 6ompetition based pricin' :a ued based pricin' .1 .2 .@ .pricin' &/ost *ased )ricing 6ost based pricin' consider main $ the cost of product. #IN$ is a product of the combination of = products. +e ha#e combined freeze, t#, o#en, d#d p a$er .F ,ater fi ter ,5ere :ariab e costG ==000 2i1ed costG 20000000 31pected unit sa eG =000 Desired return on sa eG 1=.=H D"nit priceG :ariab e cost I D2i1ed costJ 31pected unit sa e D=000 J20000000? I ==000 G =K000 G DMarkup priceG "nit price J D1 % Desired return on sa e D1==.>1? J =K000 G (-

0s a ne, product ,e don7t ha#e an$ competitor so ,e choose cost based

70000 G &"reak2even Analysis D"reak2even volumeG 2i1ed 6ostJ D)rice % :ariab e 6ost D==000 % 70000? J20000000 G 1@@@ G "reak2even salesG Break>e#en #o ume L )rice 70000 L 1@@@ G K@@@@@@1 G /ontri*ution MarginG D)rice > :ariab e 6ost? J )rice 70000 J D==000 % 70000? G 21H G 21. G "reak2even salesG 2i1ed 6ost J 6ontribution Mar'in 21. J 20000000 G K@@@=M22 G &Pricing strategy There are main $ t,o strate'$ of pricin'. The$ are Market Skimmin' )ricin' Market )enetration )ricin' .1 .2

&Market Penetration Pricing !t in#o #es the settin' of o,er rather than hi'her price in order to achie#e a ar'e share of the tar'et customer. But it doesn7t mean ,e didn7t consider .profit at a . !n this pricin' ,e ,ant to earn minimum profit So considerin' the definition, ,e ha#e taken market penetration pricin'. 0s ,e are enterin' a ne, market ,e ,ant to capture ma1imum number of customer and the market penetration sa$s that ,e are 'oin' to se the .product ,ith esser price to capture the hi'hest portion of our tar'et customer 4ur on' term p an is in 2 nd $ear ,e are 'oin' to aunch another product ,ith s i'ht modification. Then ,e ,i increase our desired return on sa e 1=.=H to .20H to co#er our ear ier profit mar'in &-iscount +e ha#e a read$ decided to 'i#e 10H discount for our customer for the first

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month so that ,e can attract a ar'e portion of our tar'et customer ,ith this .offer

Marketing Strategy2 Promotion

Promotion 4oal& De#e opin' a strate'$ to achie#e the ob;ecti#es of our compan$ ,hich re.uires the consideration to be 'i#en to both the NMessa'e7 ,hich ,i be communicated and the NMedia7 throu'h ,hich it ,i be sent. 0 promotion 'oa is a specific communication task to be achie#ed ,ith a specific tar'et audience durin' a specified period of time. )romotion 'oa fa into three main cate'ories& Da? To in orm > Te customers about our product Db? To )ersuade > 3ncoura'e customers to s,itch to a our product or brand Dc? To remind % To remind bu$ers ,here to find our product (actors in luencing t!e setting u) )romotion Product li e cycle stage -e, products in the OLaunchO sta'e of their )roduct Life 6$c e, norma $ re.uires 'reater e1penditure on ad#ertisin' than sa es promotion, to create product a,areness, and encoura'e consumers to tria the product. Product -i erentiation 4ur product is the combination of = fami iar product of market. Thou'h it is #er$ different than to the other e1istin' products of the market it re.uires 'reater e1penditure on ad#ertisin' to differentiate it from the competitors as because it is ne, in market. Promotional Mix )romotiona mi1 consists of A parts. 1. 0d#ertisin' (%

2. Sa es promotion @. )ersona se in' A. )ub ic re ation 0s the product in ne, sta'e ,e ha#e 'i#en more emphasize on ad#ertisin' than the other parts.

Advertisement
)d&ertisin( *essa(e 0n ad#ertisin' campai'n, no matter ho, much mone$ is spent, no matter ,hat media is used, ,i on $ be successfu if the Messa'e appea s to the tar'et audience. Thus marketin' professiona s are re.uired to be creati#e, ima'inati#e and inno#ati#e in de#e opin' the ad#ertisin' messa'e, both in terms of ,hat is said, and ho, it is said. 3!at is said in t!e advertisement 0d#ertisin' messa'e must be carefu $ tar'eted to impact the tar'et customer audience. 0s the product name is #IN$. !n the ad#ertisement ,e are main $ sa$in' that our product is the combination of = important products ,hich is #er$ eas$ to use. These 0d#ertisin' Messa'e ha#e some characteristics&

Meanin'fu > customers shou d find the messa'e re e#ant. +e tr$ to focus a features of #IN$. Distincti#e > capture the customerOs attention because #IN$ consider man$ thin's. !t can be used in #arious ,a$s such as it is used for preser#ationC it a so pro#ides entertainment. So it can be used for a a'es.

Be ie#ab e > most consumer trust the ad#ertisin' messa'e. #IN$ consider the on'er astin' of the product. !t a so pro#ides ,arrant$ faci ities for = $ears.

)d&ertisin( *edia +se:

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!n addition to decidin' upon the content, st$ e and tone of the ad#ertisin' messa'e, the media throu'h ,hich the messa'e ,i be communicated to the tar'et audience must a so be se ected, is it in te e#ision, ne,spaper and outdoor bi board.

8easons behind #arious media are 'i#en be o,& 1elevision D$namic attention 'ettin' media, combinin' #isua , sound and animated stimu us Stron' potentia !mpact F 5i'h market co#era'e Eood at demonstratin' products 3nab in' tar'etin' throu'h se ection of #ie,in' channe s and s ots bet,een specific pro'rammers News)a)ers 0d#ertisement can be referred back to se#era times Tar'etin' is possib e throu'h profi in' readership Eood e#e of market co#era'e

Outdoor "ill "oard !t has a 'reat success ,hen the product is e ectronics based 5i'h repeat e1posure to ad#ertisement 8e ati#e $ hi'h cost

Sales )romotion
0s a ne, product and itt e bit e1pensi#e so it7s not possib e to 'i#e samp e of the product. But to increase in the sa e ,e ha#e decided to se the product ,ith a discount. ,e ill sell ith -.% discount for the first month only.

Personal selling
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+e are a so considerin' persona se in' in our mind. +e ha#e decided to 'o to our tar'et customer area to ad#ertise our product. 2or this ,e ha#e di#ided the Ma a$sia cit$ accordin' to the c ass>,ise. +e are sendin' our emp o$ees to con#ince the customer of the hi'her midd e c ass area .

Electronic Promotion
0s an e ectronic product ,e ha#e 'i#en 'reat emphasis on e ectronic promotion such as ,eb site. 4ur ,eb site is ,,,.eec.com. !n e#er$ ad#ertisement ,e are a so 'i#in' our ,eb site address.

Marketing Strategy2 -istri*ution

4ne of the main Marketin' Mi1 is the distribution of the product. !n it the success depends 'reat $ because if the product does not distribute to the tar'et customer time $ and easi $ than it7s #er$ difficu t for to earn desired .profit There are man$ factors behind choosin' the ri'ht distribution channe . The$ are Eeo'raphica co#era'e Distribution channe 3 ectronic distribution

4eogra)!ical coverage 0s our tar'et market is the hi'her midd e c ass so initia $ ,e are usin' se ecti#e distribution throu'h our o,n shop. +e a so distribute our product ,ith the he p of ,e kno,n retai ers. +e ha#e tar'eted Pua a ampur cit$ and .,ithin one $ear in the di#isiona cities

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-istri*ution c!annel 0 set of interdependent or'anizations that he p make a product a#ai ab e for .use or consumption b$ the consumer To distribute ,e need channe e#e . !n that case ,e are usin' indirect .marketin' channe ,here ,e are ha#in' one intermediar$ e#e

(actory 4ur factor$ ies in 6hitta'on'. +e ha#e se ected 6hitta'on' to bui d our .factor$ because it is #er$ near to 6hitta'on' sea port ,ess 1rans)ortation Ex)ense 0s our factor$ ies #er$ near to 6hitta'on' sea port e#entua $ it he ps us to transport .uite easi $. 2or this our transportation e1pense remains ess. !t a so .he ps us to ensure our retai er and customer to ha#e the product in ri'ht time Su))ort )rovided to c!annel )artner To support of our distribution channe partners ,e ,i pro#ide Demonstration products Detai ed specification handouts

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2u co or photos Disp a$s featurin' the product

Electronic distri*ution 0s an e ectronic product ,e ha#e 'i#en 'reat emphasis on e ectronic distribution such as our ,eb site. 4ur ,eb site is ,,,.eec.com. Thou'h it7s an e ectronics product it is #er$ eas$ if ,e can distribute it ,ith the he p of .!nternet

Action Program

Personnel re6uirement
&Assign res)onsi*ilities To carr$ the marketin' p annin' ,e need to assi'n the responsibi ities amon' the mana'ement structure. The mana'ement structure is 'i#en be o,

ChiefMarketing MarketingOfficer Officer Chief

SalesManager Manager Sales

AdvertisingManager Manager Advertising

PromotionManager Manager Promotion

RegionalSales SalesManager Manager Regional

AdvertisingAnalyst Analyst Advertising

PromotionAnalyst Analyst Promotion

Training on selling met!ods

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Marketin' is art. So trainin' is #er$ important to capture the ma1imum #a ue. B$ trainin' ,e can capture our tar'et customer. So ,e ha#e taken ar'e sca e .trainin' pro'ram for our emp o$ees (und distri*ution 0s a ne, business to make our product fami iar ,ith our tar'et customer, ,e ha#e used our fund main $ to increase the .ua it$ of our product and ,e ha#e .used our fund for ad#ertisin'

(uture Scenarios 8 Plan o Actions

!n this part ,e are 'oin' to forecast the future. There can be raised three .different situations. +e are 'oin' to discuss those in brief $ 5i'h customer satisfaction @. Lo, customer participation Moderate customer participation .1 .2

&7ig! customer satis action !n this situation, ots of customer ,i bu$ the product and the$ ,i be hi'h $ .satisfied ,ith the performance of the product &Moderate customer )artici)ation !n this situation, the number of customer ,i increase 'radua $. !t ,i take a .certain time to be a fami iar product in the market &,ow customer )artici)ation !n this situation, the product ,i be re;ected b$ most of the customer. So there .is 'reat a possibi it$ it ,i ose a the customers

Plan o action or eac! scenario<

2or different situation ,e need to take different actions. !n be o, ,e ha#e &'i#en fe, actions brief $ &(or !ig! customer satis action

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Modif$ and add ne, features to e1istin' product 31tend the product ine or brand e1tension

&(or moderate customer )artici)ation !ncrease distribution co#era'e !ncrease promotiona acti#ities !ncrease ad#ertisin' e1penditures Decrease price

&(or low customer )artici)ation 8e#ie, the ,ho e p annin' Tr$ to find out ,here the mistake ies !mp ement hi'h modification !mp ement hi'h impro#ement

/onclusion
0t the end ,e ,ant to sa$ that the kno, ed'e ,e ha#e 'athered from our te1t book, ,e tried to imp ement it in our report. !t enab es us to 'ather e1perience so that ,e ,i be ab e to use creati#e idea in our professiona ife.

"I",IO4%AP79
"rinciples of *arketin( P!ili) :otler 4ray Arm

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