全球营销管理期末论文

1、1-装-订 -线-班级 姓名 学号 - 广 东 财 经 大 学 答 题 纸（格式二）课程 全球营销管理 20 13 20 14 学年第 一 学期成绩 评阅人 评语：How the Galanzs Electrical Products enter ArgentinaNow I am the marketing manager of Galanz Company and I plan to enter a new national market. Our company is going to sell the microwave oven of Galanz to the Argentina market. Galanz microwave oven market share is the first in China. At the same time,in2009, the GfK market research institutions to galanz company issued No. 1 and thought that Galanz is the first bran

2、d in 2008 Chinas microwave oven market sales. From the output value of nearly three years of the microwave oven, we can know that the microwave oven market is with unlimited potential. With the development of the company, we cant limit in our native market, so we need to enter to the global market and compete with other countries in order to capture larger market and own a larger market share.21. Environmental analysis of the Argentina market.Firms desiring to enter international business face s

3、everal obstacles, some much more severe than others. The most common barriers to effective business are cultural, social, and political barriers, and tariffs and trade restrictions. So before entering to Argentina market, we need to analyze the environment of Argentina, such as economic environment, political environment, culture and social environment.1.1 Culture EnvironmentArgentineans cultural symbols are mostly the result of hybridization. Football (soccer in the United States) and tango (wh

4、ich encompasses more than just the dance itself) are probably the two strongest symbols of a common national identity. Besides music and sports, food is also a powerful cultural symbol. Mate drinking is also seen as a feature of the cultural rioplatense. 1.2 Social EnvironmentIn comparison to other Latin American nations, Argentinas income distribution has been fairly equitable throughout most of the twentieth century. Together with Uruguay, it had a very large middle class until quite recently,

5、 but that situation changed with the economic crisis of the 1980s and 1990s. Social sciences literature refers to the new poor, which is made up of former middle class citizens who experienced downward mobility.1.3 Economic EnvironmentSince the late nineteenth century, Argentina had been mainly food self-sufficient. With the elimination of trade barriers, some food producers are finding it very difficult to compete with the price of some imports, causing a crisis in the agricultural sector. The

6、majority of the population is urban and there are very few individuals who produce food for self-consumption. Large agribusinesses are mainly in charge of food production. Argentinas gross domestic product (GDP) is US$338.2 billion and the per capita GDP is US$9,520.Agriculture and livestock continue to be important economic activities, even though only a small number of Argentines live in rural areas. Argentina produces grains (wheat, corn, barley), soybeans, sunflower seeds, lemons, grapes, to

7、bacco, peanuts, tea, apples, and peaches.Argentine exports in 1997 amounted to approximately US$26 million while imports amounted to 3approximately US$30 million. Exports include farming and livestock manufactures, 34 percent; industrial manufactures, 31.3 percent; primary products (nonprocessed agrarian and mineral resources), 21.6 percent; and fuel and energy,12.41 percent. Major exports are cereals, animal feed, motor vehicles (trucks, buses, and tractors), crude petroleum, steel, and manufac

8、tured goods. Major imports are motor vehicles (automobiles), organic chemicals, telecommunications equipment, electronics, plastics, and papers.1.4 Political EnvironmentA police and judicial system is in place to deal with crime. The population is quite skeptical about the power of the police and the judicial system to control crime. There is a great concern about police corruption and police brutality. These issues are hotly debated in the platforms of political parties. The population is ambiv

9、alent about the role of the police. Concerned with the increase in violent crimes in the last decades of the twentieth century, many people are demanding a stricter police control and reforms in the penal system which would extend the time of incarceration. However, many people are not willing to grant more powers to the police force because they believe they are part of the problem. Insecurity and violence are closely associated with staggering unemployment, social anomie, and corruption at higher levels of government. There had been some cases of citizens killing criminals in robbery attempts, causing controversy and public debate on the role of common citizens in law enforcement.2. Marketing strateg

《全球营销管理期末论文》由会员第***分享，可在线阅读，更多相关《全球营销管理期末论文》请在金锄头文库上搜索。