Detailed International Marketing Plan Outline: Part II

Essay by gophergirlUniversity, Bachelor'sA, June 2008

download word file, 6 pages 5.0

As General Electric (GE) moves closer toward their goal of selling air conditioners in India, a more thorough analysis needs to be done in order to eliminate any potential mishaps in achieving success in the global marketplace. The different elements of the international venture need to work together seamlessly. The following paper outlines GE's venture. The market segment GE is targeting and positioning of the product line are both described in detail. The international marketing strategy is outlined with respect to the product, promotional strategy, pricing strategy, and distribution. A marketing budget is designed to incorporate promotions for the air conditioners and deals with all the support needed to implement air conditioners in the market. Implementation and control of the marketing plan is looked at with focus on the timeline and milestones, the monitoring process, and the review process. Finally, a comparison of challenges GE may face when trying to sell air conditioners in India versus domestically is provided.

Market SegmentWhen making a product more appealing to consumers, companies look towards market segmentation. Market segmentation looks at specific consumer characteristics of interest in the specific product. According to the Center for Business Planning Web site (2008),The purpose for segmenting a market is to allow your marketing/sales program to focus on the subset of prospects that are most likely to purchase your offering. If done properly, this will help to insure the highest return for your marketing/sales expenditures (¶ 1).

Marketing segmentation for air conditioners seems obvious, market to individuals desiring to be cooler. Since the target market is located in India, research needs to pin point exactly where the air conditioners are most likely needed. For example, the climate is not the same throughout the entire country of India. The hottest weather experienced in India during the summer is within...