Market Audit of Handy Craft in Germany - Final Draft

Market Audit & Preliminary Plan for Majivuno African Art and Handicraft

Name: Pamela & Maher

Subject: International Marketing

Instructor: Edward Owino

Table of Contents

Part One 4

I. Executive Summary 4

II. Introduction 4

III. Economic Analysis 6

IV. Social Cultural Analysis 6

V. The product 7

A. Perceived Product innovation 8

1. Compatibility 8

2. Complexity 8

3. Trial ability 9

4. Observability 9

B. Major problems and resistance to product acceptance based on the preceding evaluation 9

VI. The Market 10

A. Market Description 10

VII. Geographical region(s) 11

VIII. SWOT ANALYSIS 13

IX. Transport and Communication of the Region (s) 14

A. Consumer buying habits 14

1. Product-use patterns 14

2. Product Feature preferences 15

3. Shopping Habits 15

B. Distribution of the Products 15

1. Typical retail outlets 15

2. Wholesalers 16

3. Commission agents 16

4. Mail Order 17

5. Internet Sales 17

C. Sales Promotion and Advertising 17

1. Advertisement 17

2. Sales promotion 18

D. Pricing Strategy 18

E. Compare and Contrast Product and Competition’s Products 19

X. Competitor’s Products 21

1. Competitor’s Promotion and Advertising methods 21

2. Competitor’s Distribution channels 21

3. Market size 23

Part Two 25

I. Preliminary Marketing Plan 25

A. The marketing plan 25

B. Marketing objectives 25

C. Target Markets 26

II. Market Penetration and Coverage 30

A. Product adoption 30

III. Promotion mix 31

1. Advertising 31

2. Sales Promotion 31

IV. Distribution: from origin to destination 32

A. Port selection 32

B. Channels of Distribution (Micro analysis) 32

1. Retailers 32

C. Price determination 33

D. Terms of sale 34

E. Method of payments 34

V. Pro forma financial statements and budget 35

VI. Resource requirements 36

A. Finances 36

B. Personnel 36

C. Source of information 36

VII. Appendix 37

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Part One

Executive Summary...