Antler Company

Table of Contents

1. Introduction 2

2. Five Year Marketing Plan 3

2.1 Market Entry Model 3

2.2 Situation Analysis 3

2.3 Markets Needs and Wants 4

2.4 SWOT Analysis 4

2.5 Marketing Strategies 5

2.5.1 Marketing Objective 5

2.5.2 Product Strategy 5

2.5.3 Pricing Strategy 6

2.5.4 Promotion Strategy 7

2.5.5 Distribution Channel Strategy 8

2.6 Implementation and Control 8

3. Recommendations 9

4. Conclusion 9

References 10

Appendix 13

1. Introduction

In order to significantly increase Antler’s international sales in the future, we suggest Antler to deeper develop its Asian market. As a start, Antler may focus on Chinese market. Although Antler already has distributor shops in China, we recommend Antler to take wholly-owned subsidiary manufacturing strategy to develop its market in China.

Why China? China has the largest population in the world of 1.33 billion (Euromonitor2, 2010). Income level has increased significantly in China in the last three decades since China introduced the open door policy (Pedroni; Yao, 2006). According to the figure in 2006, China had a growth rate of 6.3%. And it would be doubled in eleven years (Freivalds, 2006). According to Roger Yu‘s report (2010), the purchasing power has increased significantly pushing its domestic demand to a higher level.

Nowadays the average payback time for foreign firms is down from 7.4 years to about 4.6 years (Business China Group Probability Survey 1996 cited by Hall et al, 2004). And the labour cost in China is only about one-third comparing to other Asia countries (See table 1). Therefore it will take Antler shorter time than before to get pay back and can reduce the level of its labour cost.

China has...