Analytic and Strategic Approaches to the Development of International (European) Markets

Diploma Thesis from the year 2000 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,0, University of Applied Sciences Neu-Ulm (Betriebswirtschaftslehre), language: English, abstract: Inhaltsangabe:Abstract:§The objective of this thesis comprises the analytic and strategic approach to develop new and international markets based on the specific interest for the medium-sized US software company Pixel Magic Imaging, Inc. (PMI). §PMI was in its infancy in terms of going international . In other words, PMI had neither an organized and international marketing conception nor a regular business to foreign customers and markets so far. Aim and object of this project was analyzing marketing opportunities for their product portfolio within different international markets and to approach adequate marketing strategies. Therefore data of international markets must be collected, evaluated and analyzed to put these results in a strategic order. This thesis deals with the development of foreign markets and how market entry could be realized. It focuses on explaining ways how to get there. The aim of this thesis is to prove which strategies are possible and to explain them in a general approach.§The market research and defining the appropriate strategies where focused on the company s product portfolio. The products are digital imaging software and equipment and are placed in the segment for professional photographers, photographic entrepreneurs and retail outlets.§The scope of duties in this thesis consisted in gathering data and compiling reports for international sales opportunities in so far unknown international markets. The study combines the theoretical approach with the know-how of working expierence and expatiated the methodology of international marketing research, designing of an international marketing concept and the implementation of market strategies in describing the theoretical disciplines and to implement these results into the company s strategy focus and product portfolio.§This thesis benefits from the empirical data gained and its success based on an intensive exchange of ideas from theory and practical work experience.§Inhaltsverzeichnis:Table of Contents:§PrefaceIII§Table of ContentsIV§List of AbbreviationsVII§List of IllustrationsIX§List of AppendicesX§1.Representation of Pixel Magic Imaging, Inc.1§1.1History1§1.1.1EPS Photographic1§1.1.2Pixel Magic Imaging, Inc.1§1.2Explanations4§1.2.1Range of products4§1.2.2Technical and branch specific expressions6§1.3Objective8§2.International Marketing Research10§2.1The General Term of Marketing Research10§2.2The Definition of International Marketing Research10§2.3Context with Research and the Decision-MakingProcess11§2.3.1Position in the Decision-Making Process11§2.3.2The Role of Secondary and Primary Data13§3.Methodology of the International Marketing Research Project15§3.1Determining Research Project and Objectives15§3.2Secondary Data Collection17§3.2.1Filter of the Appropriate Data17§3.2.2Compiling Data18§3.2.3Data Interpretation and Analysis20§3.3Primary Data Collection22§3.3.1The Nature of Primary Research22§3.3.2Determining Research Objectives24§3.3.3Research Technique24§3.3.4Interpreting and Analyzing Data25§3.4Competitor Research27§3.4.1Secondary Competitor Research27§3.4.2Pre-Results and Effects of the Competitor Research28§3.4.3Primary Competitor Research29§3.4.4Pre-Results and Effects of the Primary Competitor Research30§4.Designing of an International Marketing Concept33§4.1Market Attractiveness33§4.1.1Market Analysis33§4.1.2Market and Customer Segmentation35§4.1.3Product Segmentation Matrix36...