Korean Kitchen Furniture (a Class Project)

| 2011 |

| Kutchenhaus’s Expansion into Korean MarketSandy Thanh Sasha Rachel Imam

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Special Topics in Marketing

Group Project Final Report

Table of contents:

Introduction 3

Company background and brief analysis 3

Macro Environment - PEST analysis 4

SWOT analysis 7

Marketing Objective 8

Strategies 8

1. Market Entry Method: Joint venture - doing business in Korea 8

2. Product development and adaptation 10

4. Promotion strategies 14

5. Places strategies: 15

6. Control and Management 16

Conclusion 19

Bibliography 19

Introduction

German Modular Kitchen Company “Kutchenhaus” has been operating its business since 2004. After getting success in the European market, where only in UK market they own the seven (7) largest kitchen furniture showrooms, they are planning to expand their business in Asian Market, starting from Korea. Considering Korea as the target market for their Asian market expansion seems to be a nice choice since the geographical location of this country brings the potentiality for “Kutchenhaus” to expand their business, in long run, into Japanese and Chinese market. For further expansion a guideline is very important to be followed, and to do so a marketing plan has been developed what has been described throughout the paper.

The marketing plan for Kutchenhaus’s international expansion starts with focusing slightly the company background, SWOT and PEST analysis. Those have been done to understand the internal and external environment and the market attractiveness. Followed by that, different marketing strategy elements have been described with an intention of achieving the specific marketing objective of Kutchenhaus.

Company background and brief analysis

* Kutchenhaus Kitchens &...