Leerdammer Launching in South Africa
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International Marketing in emerging countries
Leerdammer Launching in South Africa
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International Marketing in emerging countries
Summar
Executive summury……………………………………………………………………………………………………………..…3
I) Cultural analysis4
1) Product and Company4
2) South Africa4
a) General Facts4
b) Demographic Facts5
c) Social Facts6
d) Political and juridical systems7
II) Economic analysis8
1) Distribution of the population8
2) Economic statistics and activity9
a) The country infrastructures9
b) The South African industry11
c) The trade environment12
III) Market audit and competitive market analysis13
1) Product perceptions in South Africa13
a) Positives aspects13
b) Negatives aspects14
2) The market14
a) Geographical regions14
b) The retailers15
c) Wholesale middlemen16
d) Transportation16
e) Customers buying habits17
f) Advertising and promotion18
g) Pricing strategy18
3) Competition18
4) Market size19
a) Estimated industry sales for the planning year 18
b) Estimated sales for Leerdammer18
5) Government participation in the marketplace 19
IV) Marketing Plan……………………………………………………………………..…...22
1) Marketing objectives……………………………………………………………….22
a) Target market………………………………………………………………22
b) Expected sales forecasts ………………………………………………...…23
c) Market penetration and coverage…………………………………………..24
2) Product adaptation …………………………………………………………...……25
3) Promotion mix…………………………………………………………………......25
4) Distribution…………………………………………………………………...……26
a) Port selection……………………………………………………………….26
b) Mode selection……………………………………………………………..27
c) Packing……………………………………………………………………..28
5) Channels of distribution……………………………………………………………28
a) Retailers………………………………………………………………….…28
b) Wholesale middlemen…………………………………………………...…30
c) Import...