Marketing Strategy for Entering Hungary

D.Chromec, E.Tsoy

International marketing strategy plan for HTP on Hungary market

Information about the firm

KlaraCO is an Hungarian company, which doesn’t have any experience in international marketing. It’s a new company on the Hungarian HTP market. The firm products meet the international pharmaceutical standards and its price based on costs may bring high profits when sold on a larger market. The firm would like to take the advantage of scale efficiency by entering foreign markets.

The characteristics of the product

We have two variations of our home pregnancy tests:

1) Klara Classic Strip, and the name quite speaks for itself. This product is just a basic and cheap solution to the given problem – am I pregnant or not? It is offered in a compact package, while each package will contain only one strip.

2) Klara Comfort Line: advanced features, such as number of weeks a person is pregnant and so on. This product is focused more on women who want to get pregnant and therefore is offered as well in a convenient retail package of 5 or 10 pieces. A language adaptation of the results shown on the display has to be made.

For the medium market we have suited the Klara Comfort Line, with the price around 1100 HUF, which is approximately 3.5 EUR. In the Economy segment we want to compete with the price around 550 HUF (circa 2 EUR), which seems a reasonable price for our quality product. In the future (perhaps with some new technologies developed) we also might focus on the premium segment, with the prices above 1200 HUF per one test.

Plan:

Introduction

1. Macro environment analysis

2.1 Economic environment

2.2 Demographic environment

2.3 Social and cultural environment

2.4 Political and legal environment

2. Micro environment analysis

3.5 Customers

3.6 Competitors

3.7 Distributors

3. SWOT analysis and strategic recommendations

4. The international marketing strategy

5.8 Segmentation,...