Marketing a Local Brand Overseas

GAC022 Assessment Event 2: Written Report

Marketing a Local Brand Overseas

Student’s Name: Qu Shengdi (Sandy)

Student ID: NFLS17927

Teacher: Chunhong Qi

Due Date: 10 Feb. 2012 

Word Count: 1013

Executive Summary

The purpose of the research was to determine whether to market textiles in Russia or Brazil. All the information and data was collected online and by interviews. The textiles should be promoted in Russia since it has more advantages there.

1.0 Introduction

1.1 The objectives of the research

The purpose of the research is to determine which country is more suitable for promotion of Fuanna Textiles.

1.2 The local brand which will be marketed overseas

The brand I will market in foreign countries is Fuanna Textiles. Originally, it was a textiles shop in Shenzhen. Nowadays, it is popular in many province of China. The brand only sells the beddings. I choose this brand since I think the development of Russia in heavy industry is very high while the textile industry is weak, so the Russians would like to have more chooses of bedding. In addition, China is near Russia, which makes it easy to sell the brand and do market researches there.

1.3 Background knowledge

Two business concepts will be applied in the research process and evaluation of results: foreign market entry modes and PEST analysis. Market entry modes are approaches companies use to enter a new international market, including exporting, licensing, joint venture, foreign direct investment and the Internet. PEST analysis is a tool to examine four aspects of international market, including political, economic, social-cultural, and technological factors. In mainland China, Yonghe soybean milk’s distribution mode is licensing. The brand is most likely to be marketed in Russia. The technological factors should be most essential in decision-making since soybean milk’s freshness needed to be retained with technology.

2.0 Methods

2.1 Data collection methods

All data can be collected by...