Posted: May 9th, 2015

GLOBAL MARKETING

Market audit and competitive market analysis
The Japanese clothing company, UNIQLO (see the attached Assignment Case Study “UNIQLO Case Study.docx”) plans to establish itself in various parts of the global market. In a preliminary survey three countries in South and North America are identified as the potential markets for expansion: Argentina, Brazil and Mexico.
Your tasks are:
a) to choose a market (country) or countries from the list,
b) to conduct a market audit and competitive analysis in the selected market (s).
Your analysis will provide an estimate of the market potential and an evaluation of the strengths and weaknesses of competitive marketing efforts. Your analysis also will be used to determine the extent of adaptation of the company’s marketing mix necessary for successful market entry.
In conducting the ‘market audit and competitive market analysis’ for the company use the following guidelines as a check-list to help you identify the correct questions to ask in undertaking the task.Market audit and competitive market analysis for the company.
The company plans to penetrate and establish itself in various parts of the global market. In a preliminary survey the regions of the European Union (other than the UK) and South America are identified as the key markets for the company’s expansion. Your tasks are a) to choose a market (country) or countries from one of the two regions, and b) to conduct a market audit and competitive analysis in the selected market (s).
Your analysis will provide an estimate of the market potential and an evaluation of the strengths and weaknesses of competitive marketing efforts. Your analysis also will be used to determine the extent of adaptation of the company’s marketing mix necessary for successful market entry and to develop the final step – the action plan.
However, at this stage the group will not develop a marketing mix plan.
In conducting the ‘market audit and competitive market analysis’ for the company use the following guidelines as a check-list to help you identify the correct questions to ask in undertaking the task.
Guidelines
1. Introduction
2. The company (Internal analysis, its competitive advantage ⇒ international competitiveness)
3. The Product
1. Evaluate the product(s) as it is perceived by the intended market (Relative advantage, Compatibility, Complexity)
2. Major problems and resistances to product acceptance
4. The Market
1. Describe the market(s) in which the product is to be sold (Geographical region(s), Population (growth rate, age, sex}, GNP {rate of growth, income per capita}, Forms of transportation and communication available in that/those region(s), Consumer buying habits {Product-use patterns, Product feature preferences, Shopping habits} etc.)
2. Distribution of the product
3. Advertising and promotion (Media usually used to reach your target market(s), Sales promotions customarily used {sampling, coupons, etc.})
4. Pricing strategy
5. Compare and contrast your product and the competition’s product (s) (Competitors’ product(s) {Brand Name, Features, Package}, Competitors’ prices, Competitors’ promotion and advertising methods, Competitors’ distribution channels)
6. Market Size. (Estimate industry sales for the planning year; Estimate sales for your company for the planning year)
7. Government participation in the marketplace (Agencies that can help you, Regulations you must follow)
5. Entry mode strategy (choosing the best way to enter the market) or if the company exists in the market already propose an expansion strategy
6. Conclusion
Based on your analysis briefly summarise the strengths, weaknesses, opportunities and threats requiring attention in the development of the marketing strategy and marketing mix.
Executive summary: Prepare a summary (two pages maximum) of the major points of your market audit and competitive analysis and place it at the front of the Power Point slides report.
7. Sources of information