Blue Hills Honey

Blue Hills Honey

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                                       Destination: South Korea

                            Presented by:

                                       Chen hanqin    (157597)

                                       Zhengbang Chen (137042)

Yuhao Li      （134587）

Table of content

Executive Summery……………………………………………………………….3

Situation Analysis

1. Internal Environment………………………..……………………………4
2. Current Customer Environment…………………….……………………5
3. Competition Environment…………………………………………………6
4. Economic and Financial Trends…………………….……………………6~7
5. Legal Trends…………………………………………….…………………..7
6. Political Trends……………………………………….……………………7~8
7. Social and cultural Trends…………………………………………………8
8. Technology-related trends………………………….………………………9

Target Market………………………………………….………………………..9~10

SWOT analysis

1. Strengths…………………………………………………………………….10
2. Weaknesses………………………………………………………………10~11
3. Opportunities…………………………………..……………………………11
4. Threats……………………………………………………………………….12

  Goal and Objectives………………………………………………………….12~13

  Entry mode……………………………………………………………………13~14

  Marketing Mix strategies

1. Product strategy……………………………...……………………………15
2. Price strategy…………………………….……..………..…………….16~17
3. Place strategy………………………..….………………………….………17
4. Promotion strategy………………………….……………………………..18

Implementation……………………………...…………………………….18~20

Control………………………………………………………………………….21

  Reference....................................................................................................….........22

Executive Summery

In this report, It describes the Blue Hills Honey own product advantages, the assessment of the target market and the target market export strategy. Blue Hills Honey in Australia occupies a considerable part of the market share with sales objective. Meanwhile, its high-quality products enjoy an excellent reputation in the world. In addition, the right price so that it can meet different levels of consumer groups. Although New Zealand honey competed to them, the Blue Hills Honey rely geographical advantage, good product quality, as well as most consumers agree that dominate the competition. Moreover, Blue Hills honey still in constant innovation in order to better development. In this report, the South Korea as target market, it has a stable economic growth trends, a lot of high-income groups, a stable political environment and a combination of Chinese and Western cultural models of education, it is an appropriate target market. In addition, with respect to the European countries, Australia Blue Hills Honey has convenient transportation and good reputation which will help it rapidly pass complex product requirements and occupied a large market share in South Korea. It is believed that the potential weaknesses and threats can be minimized by identifying the strengths and opportunities of our products. In this report, long term goals and current objectives are listed as we entering the new destination market. Furthermore, the most ideal entry mode is discussed in this report as it gives a clear image of different advantages by implementing the method. We also specific explain the marketing mix of our product, and what competitive advantage we have, how to apply it, the implementation of marketing mix, and finally what resources we need to control implementation key activities.