International Marketing Plan – TIB4M1R
Student Number: 4587 002 0
Contact No: 076 195 3539
October / November 2009
Lecturer: R. Ojo
Purpose of Marketing Plan – Page 3
Introduction – Page 4
Elements of Marketing Mix – Page 5
SWOT Analysis – Page 8
Target Market & Competition – Page 9
Country Overview – Page 10
International Mission Statement – Page 14
Marketing Mix Strategies – Page 15
Price Budget & Considerations – Page 20
Marketing Budget – Page 21
Conclusion – Page 23
References – Page 24
Purpose of Marketing Plan:
This plan is being structured for the use of exporting Aluminium ...view middle of the document...
The company's GreatWhite design was selected by the South African Coastguard for its fleet. The company strives on customer satisfaction and quality; therefore it has never built a boat that did not meet or exceed customer specifications and requirements and has also won several awards for design and construction of its magnificent craftsmanship.
Currently the GreatWhite range is manufactured and built for any offshore operations with the latest marine and law enforcement electronics and shock mitigating seats. Powered by twin inboard diesel engines and water jets this boat can achieve speeds of up to 45 kts. Vessels can be customized to include any extra features that clients may require.
Elements of the Marketing Mix:
Main component of JS1801 boats is aluminium; reason for using aluminium is because it has great toughness and light weight. It can survive impacts that neither steel nor fibreglass can survive. Aluminum has considerable ductility; this is the ability to withstand permanent deformation without rupture. Fiberglas is extremely brittle and is most likely to crack and fracture on impact. Aluminum boats are much easier to repair; dents can often be pounded out with a hammer, but if necessary, sections of a plate can be cut out with a saw and simply replaced.
Unlike fibreglass aluminium cannot burn. Fibreglass is flammable because the resin contains petrol and despite petrol retardants use to depress this factor, although it is not eliminated altogether.
Aluminum boats are not built from moulds like fibreglass boats, therefore modifications to designs of various elements are easy to make and can be achieved faster than with fibreglass are all accomplished much more readily than with fibreglass. Aluminum also has an excellent resistance to salt water corrosion.
Standard Features of GreatWhite model
• MCM 10-year hull warranty
• Proven PowerLift hull
• 1/4” marine grade aluminum hull plate
• Welded aluminum handrails forward
• Watertight below-deck bulkheads
• Full instrumentation and controls
• Hydraulic steering
• Dual deluxe helm seats
• Forward cabin with seats/berths
• Aluminum windows
• Opening hatch in cuddy
• Weathertight aft cabin door
• 12volt/110 volt electrical panels
• 300 gallon fuel tank
• Navigation lights
• Custom bow/stern railing
• Aft flushdesk cargio bay
The GreatWhite range is usually mass produced & sold directly to other companies via a sales force.
The company & its products is still in the growth phase of the product life cycle and therefore extensive advertising and personal selling is required to inform and enhance sales. The company sales people approach prospective clients with a catalogue of the products along with stating the benefits of using aluminium to build it.
With the plans to expand into foreign markets, a basic standard model with optional extras that can be added has to be...