Marketing

Running Head: PRODUCT LAUNCH

Product Launch Plan

Week 6

University of Phoenix

MKT/GM571

Abstract

Introduction

Country Analysis

Consumer Marketing and Branding Strategies

Product Modification and Pricing Strategy

Market-Entry and Channel Strategies

The primary marketing strategy through licensing to a selection of retailers with existing franchisees will help accelerate the market entry. The second market entry strategy will be to focus on establishing a joint venture with an existing UK automotive manufacturer. Under this approach, the Dhaava will fill out the partnering company’s portfolio of products and at the same time gaining a pre-existing market network. The partnering company gains access to the Indian market through the market channels established by the company there (Korey, 1989). Moreover, a joint venture relationship will leverage the broader available portfolio of vehicles to initiate a modern, e-commerce based distribution network in both India and the UK. Thus, through the greater resources of the joint venture, additional marketing channels developed in modern digital and commercial technologies will provide additional operations opportunities (Currimbhoy, 2004).

In the existing channel between the end user and the produces, the distributor main role includes handling the delivery of the goods and doing the marketing activity on behalf of the producer. Through these intermediaries the consumers have ready, local access to the product. In addition, the market channel intermediaries assure product delivery and payment acceptance on behalf of the producer, as well as provide knowledge of local economic, cultural, political, and social conditions for a foreign manufacturer.

The franchise arrangements with pre-existing or new franchisees will be controlled through explicit contracts to avoid market channel conflict, especially when considering the possibility of an e-commerce channel. Because of the...