International Marketing Page 1 of 7

Note this is an assignment for International Marketing module, based on a case study given.
A Country Notebook

A Country Notebook is based on information collected as part of a preliminary country analysis which is
the first step to the international marketing planning process. It contains vital information about a country
that marketers see as a potential market, aspects of the country's environment that is Cultural and
Economic situation and an extensive Market Audit and Competitive Market Analysis.

I. Cultural Analysis

Are a sum total of knowledge, beliefs, arts, morals, laws, and customs and any other capabilities and
habits acquired by humans as members of a particular country. This should be more than just information
it should be well interpreted as to how it helps in understanding the effect on market of the product to be
exported and the country in which you wish to trade.

Introduction
Brief discussion of the countries relevant history
Geographical Setting
Social Institutions
Religion and aesthetics
Living Conditions
Language
Executive summary
Sources of information
Appendixes

II. Economic Analysis

Introduction
Population
Distribution of population
Economic statistics and activity
Developments in science and technology
Channels of Distribution (macro analysis)
Media
Executive Summary
Sources of info
Appendixes

III. Market Audit and Competitive market Analysis

The data in this step are used to determine the extent of adaptation of the company's marketing mix
necessary for successful market entry and to develop the action plan. This is the most product or brand
specific and info contained in this section is available by conducting thorough marketing research
investigation.

Introduction
The Product
The market
Executive summary
Sources of information
Appendixes

IV. Preliminary Marketing Plan

This reflects the actions that need to be taken in order to exploit available opportunities to achieve
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Note this is an assignment for International Marketing module, based on a case study given.
maximum sales and enhance brand equity. The most effective marketing efforts to win over consumers in
a country market. From the budgets, expected profits and losses to additional resources necessary to
implement the proposed plan are also featured.

The marketing plan

Pro forma annual profit and loss statement (first year and fifth year)
Resource requirements
Executive summary
Sources of information
Appendixes

Strategy to Market white appliances

I. Executive Summary
The purpose of this plan is to outline a strategy for marketing White Appliances' microwaves in India. It
outlines both short and long term plans. White Appliances Inc. has focused primarily on serving the high-
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Note this is an assignment for International Marketing module, based on a case study given.
income segment but now aims to serve customers at all other price levels. Our positioning strategies are
those that aim to differentiate us from our competitors, our pricing strategy is one that allows us to
introduce ourselves whilst building relationships with our consumers. We will use the push strategy that
maximises the use of all available channels of distribution to push the offering into the market place offer
distributor’s generous discounts to achieve objective of giving the channels incentive to promote the
offering minimising the need to advertise.

II. The Challenge

To successfully market White Appliance's microwave ovens in India.

Product description.
Microwave oven is a device used to cook and reheat food by passing electromagnetic radiations through
the food from all directions.

Available in Stainless steel, black, white

III. Situation Analysis

Company Analysis

• Goals
1. To penetrate microwave oven market at all price levels
2. To increase overall market share
3. Change consumer conceptions of microwave ovens

• Focus

Penetrating market at all price levels through: shifting consumer mindset of microwave ovens and
educating the consumer on product usage.

• Culture

We are committed to producing superior product; consumer driven innovation is in our fiber, we are
excellence, quality and reliability is our middle name.

• Strengths

Familiar with the Indian market (have several high end models in India)
Strategically positioned as high -end brand (consumer perceptions: associate high price with
quality therefore when penetrating other price levels, will be viewed as high quality at low price)

• Weakness

Failing to impact and influence Indian consumers' views of microwave ovens

Limited presence in the Indian market

Customer Analysis

• Potential market size: 561 million individuals

• Type: Middle class and "aspirers"
• Value driver: convenience; competitive pricing; styling
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Note this is an assignment for International Marketing module, based on a case study given.
• Concentration of consumers: Urban areas, highest: Delhi and Mumbai (Bombay)

Competitor Analysis

LG electronics are market leaders

Market share : 41.5 %
Strengths:
- Have 8 models in the Indian market giving consumers options at all price levels
- Indian consumers believe in their brand promise
Weakness:
- Failure to influence mindset and educate Indian consumers on product usage.

Climate/Macro Environment Analysis

Political stability
India gained its independence in 1950.
Economy: India has embarked on a transformation with the aims of:
1. Improving the investment climate
2. Developing a comprehensive WTO Strategy
3. Reforming agriculture, food processing and small scale industry
4. Eliminating red tape
5. Instituting better corporate governance

Social: Lifestyles are fast changing with some Indians are taking their American spending habits and
expectations back to India. Also there has been a rise in consumer income altering social class standing.
Family is the most important social institution in the Indian community

Technology: There has been a large improvement in India's technological efforts over the past few years
in other Industries yet the microwave oven technology has not been fully exploited due to poor usage
knowledge; failure of microwave oven producers/suppliers to provide technical services and after sale
service as well due to lack of knowledgeable technicians.

IV. Alternative Marketing Strategy

To reach the chosen strategy the below strategies were also considered.

• Strategy 1: Use low cost product to attract consumers.

Tactic: Establish relationship with consumers via low cost product, once established our company will sell
additional, higher-margin products and services that will enhance the consumer’s interaction with the low
cost microwave.

Reason for not using strategy1: White Appliances' Inc started in India supplying high end using above
would be contradictory.

• Strategy 2: Market dominance

Tactic: Follower strategy, use typical follower strategies learn from leading competitors in the market.

Reason for not using strategy 2: Market leaders have failed to significantly influence consumer mindset in
India.

V. Market Segmentation

Segment 1: Home makers

Largest segment comprises of family orientated house holds, "the conventional Indian family", with the
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Note this is an assignment for International Marketing module, based on a case study given.
women running the household and believes that the microwave is as essential as the fridge. Mostly
middle-income earners
Seek: Durability, value for money

Segment 2: Yuppies
"Young Urban Professionals" slowly growing segment comprises of both male and female professionals,
who've just started their first jobs and are driven. Live in urban areas outside of their homes in bachelor
apartments, flats. These are value driven and empowered consumers.
Seek: Sleek, modern, competitive pricing

Segment 3: Early Adopters

This are the first in line, trend setters, comprises of both youthful and slightly matured individuals, just got
married or single and immersed in the dating seen, live fast paced life and have unconventional social
lives.
Seek: Innovative product that delivers, price not an issue, more status shoppers.

VI. Selected Marketing Strategy

We have chosen the Differentiation & low cost leadership strategy

Tactic: Product differentiation (broad focus)
Cost leadership (broad focus)
Market segmentation (narrow focus)

After much consideration of the Indian market

Our Marketing Mix

Product

Microwave oven is a device used to cook and reheat food by passing electromagnetic radiations through
the food from all directions.

Product line
Offer an assortment of products a variety that will suit our targeted audience needs.

Brand Name: White Appliances'

Features: 2 models
• Basic model: cooking and reheating; defrosting
• Advanced model/combination model: includes both oven and grill facilities which will
help speed up cooking process suitable for Indian style of cooking.
Top of the range microwave option will have additional features like auto temperature setup; automatic
time calculating devices and child lock.

Packaging:Cardboard box packaging with handles, with picture of microwave oven, features and
brief description

Service: Offer after purchase service assistance on product usage and repairs.

Warranty: Offer a 1year warranty plan as part of our commitment to quality.

Style: Offer a variety of microwave to suit the different lifestyles of our targeted audience:
Counter top microwaves, Over the range Microwaves, Built in Microwaves,

Standards: High quality standards in our manufacturing process.

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Note this is an assignment for International Marketing module, based on a case study given.
Price

Our main aim is to market White Appliances' Microwave Ovens at all price levels.

We will use a comparable Pricing Strategy since we are not market leaders in India.

Price range: Rupees (Rs) 7,000- 20,000

Promotion

Advertising: utilize mass media as a vehicle of informing consumers about our brand:
• Billboards;
• Magazine Ads

Sales promotion: to spark brand awareness

• Offer introductory prices
• Price off Discounts

Personal selling: direct selling catalog with product info and usage instructions
• Direct mail
• Door to door sales personnel

Distribution

Channel: Major Retailers, department stores, electronic dealerships

Motivating the Channels: Offering them trade discounts
Criteria for evaluating distributors: Within reach of targeted audience, with sound values an practices

VII. Short term & Long Term projections

Way of preparing food is different from the western ways and until that change, microwave manufactures
have to alter microwave technology innovation.

Values and customs, most Indians are traditionalist and believe in doing things a conventional way but
this is fast changing due to globalization and the countries economic boom.

Competition in the market is fierce as most manufactures are realizing the market growth this could result
in the market being flooded.

VIII. Conclusion

White Appliances microwave combine versatility and style to create the perfect microwave for the
convenience of our customers. White Appliances microwaves have been altered to suit Indian style of
cooking so that the essence of the dish is not altered. We believe that by harnessing our resources and
expertise we can shift consumer mindset in India and become market leaders.

Bibliography of references

1. Cateora, P.R ..Gilly, MC and Graham, J.L. 2009. Internationam Marketing. 13th Edition. McGraw-Hill
2. Microwave Oven reviews article source: http:EzineArticles.com?expert=Victor_Thomas
3. Consumer reports. org/cro/appliances, Key features in Microwave oven
4. www.homedepot.com/webpage/wc/stores/servlet/Contentview?pn=Microwaves Microwaves
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Note this is an assignment for International Marketing module, based on a case study given.