Sunbrella In Greece

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Sunbrella In Greece Sunbrella In Greece Presented By: Sriharsh Singha Dated on:-15.01

description

A project prepared as a mandatory part of the module "GLobal Marketing" as a MBA student in James Cook University.

Transcript of Sunbrella In Greece

Page 1: Sunbrella In Greece

Sunbrella In GreeceSunbrella In Greece

Presented By:Sriharsh SinghaniaDated on:-15.01.09

Page 2: Sunbrella In Greece

Company backgroundCompany background

It was founded and established in 1880 by John Q Gant.

Headquartered in North Carolina USAOwned and managed by Gant FamilyIn 2006 it was awarded as best Sun

protective performance fabric.Tied up with Astrup Company and John

Boyle & company

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Product – ‘Sunbrella’ By Glen Product – ‘Sunbrella’ By Glen RavenRavenFamous for its colors and Brand ImageLeader in fabrics for owning and

marine applications in the world.Source of energy and also an outlet to

power small appliances.Can be beneficial to multiple users.Has become more popular consumer

choice for both outside and inside applications

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Country of Origin USACountry of Origin USAAffirmative Global ImageRenowned in TechnologyFree trade relations with Greece, since

long timeUS$2.14 billion exports to Greece in 2007

“Greece” – A Favorable Destination

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Country Profile GreeceCountry Profile Greece

Capital – AthensPopulation – 11.1 millionReligion – ChristianityMajor Language – GreekMain Exports – Textile, clothing, oil

productsGNI Per capita- 29,630$USD

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PEST ANALYSISPEST ANALYSIS

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Political AnalysisPolitical AnalysisParliamentary republic with the

president as the head of the country.

Stable and extremely business friendly government.

Strengthening ties between U.S and Greece.

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Economical AnalysisEconomical AnalysisCountry of developed economyPositive Approach for foreign

goodsFree trade agreement between

USA and Greece

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Social Cultural AnalysisSocial Cultural AnalysisRich cultural backgroundCommanding history covering

almost 3000 yearsGrowing demand for fashion

goodsGlobal social and cultural

awareness and assistance

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Technological AnalysisTechnological AnalysisMore opportunities for research

and development activity

Technology always changes quickly

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Economic DataEconomic DataGross Domestic

product of purchasing power parity is $342.8 billion

GDP per capita is $30,500

Tourism contributes 15% of GDP

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Pros & Cons of the Product

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Opportunities & ThreatsIn Greek Markets

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Theory of Competitive Theory of Competitive AdvantageAdvantageMichael PorterMichael Porter

Factor Endowments

Demand Conditions

Relating & Supporting Industries

Firm Strategy, Structure & Rivalry

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Marketing ObjectivesMarketing ObjectivesTo build up brand awareness in

Greek market in a YearGet the market share in several

Greek major cities such as Athens, Attica, and Alexandroupolis

Set up its on own manufacturing unit in Greece within 2 years

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Market segmentation & Market segmentation & TargetingTargetingOur main target markets will be the

most popular cities, in means of tourist attractions and high standard of living

Athens, Attica, Piraeus, Attica, Alexandroupolis Ionian Islands, Milos Islands, KOS, Crete, Rhodes Islands, and Volos

Distribution and promotion will be in super markets, cafeterias, hotels, and cruises.

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Barriers To EntryBarriers To EntryImport Rules & Regulations

Low Brand Loyalty

High Promotional Costs

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Mode Of EntryMode Of EntryStage 1:

- Direct Exporting- Strategic Alliances- Establish Foreign Sales Subsidiary

Stage 2:- Foreign Production

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Marketing TacticsMarketing TacticsProduct Policies

- Various Models and Designs- High Quality Fabric- New & Innovative Technology

Pricing- Discounts on “First 50 Sunbrellas” sold, from each outlet- Different shapes & sizes for different Prices- Hellenic Govt. provide Subsidy to new

Know-how products

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Marketing TacticsMarketing TacticsDistributions & Alliances

- Get into an existing Distribution Channel- Research on various existing Distributors- Screening and refining- Selecting “One” favorable Distributor for each city- Create Alliance with Solar Energy Organizations i.e. Hellas Solar, Intersolar, Ecosys, Avent Services, etc.- Open Outlets in Popular Shopping Malls and markets

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Marketing TacticsMarketing TacticsPromotion

- Send Brochures to Cafes, Restaurants, & Resorts- Greek Advertise in Televisions, Radios & Newspapers- Hoardings and Postures on Popular Tourist Destinations & Markets- Stalls on Beaches- Invite News Agencies to do research on the product and publish articles about its new technology in magazines & newspapers

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Future PlansFuture PlansTo Open A Production Unit in Greece in 2

Years Time

Thank You

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