RCF公司市场拓展沟通计划--澳洲代写Assignment范文

澳洲代写Assignment范文:“RCF公司市场拓展沟通计划”，这篇论文主要描述的是ECF国际公司是一件具有中等规模的国际B2B、B2C公司，公司的业务主要以销售小型家电为主，咖啡机为公司销售的重点，该公司想要拓展在中国地区的业务，希望能够为上海和深圳的客户提供高质量的咖啡机和售后服务，但其咖啡机的销售价格远远高于中国市场的价格，因此他们需要与用户进行沟通，并调整好相应的销售策略。

1.Introduction

1.1.Company information

ECF International BV is a medium-sized company that is mainly engaged in the sale of small household electrical appliances, particularly coffee machines. As a B2B and B2C trade company, its products are suited to sophisticated consumer needs. In the following aspects, the project will be given on the base of the marketing theory of 4Ps, which including ECF’s product, price, place and promotion strategy.

The main categories of products they sell are:

● Espresso and Illy coffee machines

● Premium coffee capsules, beans and pads

● Vacuum cleaners

● Home steam irons

● Other small electrical products

ECF International mainly offers advanced level coffee machines to customers in the Chinese cities of Shanghai and Shenzhen. They also work to provide high-quality service so as to achieve customer satisfaction to the greatest extent possible. So the price of the products is higher than the average one in China. The organization regularly makes adjustments to its communication strategies based upon customers’ particular requirements, talking with customers to obtain their opinions and arranging after sales return visits to listen to their concerns. Despite all the difficulties it has faced in its operations, ECF International BV has never ceased to make continuous progress. The staffs of ECF International BV are making great efforts to expand their market share, to improve the company’s influence within the market and grow ever stronger. Owing to its small scale, however, its development is to a certain degree limited, which also posts a difficulty on their promotion strategy. In the previous three years, the number of employees has risen from 7 to 30, and the company intends to continue recruiting more in future. Contact me with tencent one seven one zero four nine two nine seven seven. For the target to extend its influence in China, the company now searches for a new platform, which is the prospect e-commerce platform. The platform can help ECV to cover a large amount of hotels all around China (Warren & Gideon, 2000).

1.2.The environmental context of the problem

1.2.1.Technical

As one of the earliest inventions in Europe, coffee pot is simple and crude and time-consuming, the output of it also tastes bad. And when it comes to the nineteenth century, vacuum brewers became popular. However as time goes by, while percolators remain in old styles, vacuum brewers go through many technical innovations. Various metals like aluminum and chromium were used to produce percolators from the Second World War. And the Nestle machine which ECF sells starts with an innovative understanding of the culture of coffee rooted in the world. Its approach is to make a high quality machine which reduces its commitment to the highest quality beans (Andrea & Rinantonio, 1995).

Nestle coffee machine is a very competitive brand in the world, with the high-tech and high evaluation of Nescafe. All capsule coffee machine works with the same path, the only difference is the brewing system technology (Isabel, Paz& Concepción, 2007). The technology is to ensure that the capsules fall. Nestle capsule coffee machine’s brewing system is well developed; technically ensure the stability of product quality. The company's capsule coffee machine will have a great advantage, especially in China.

1.2.2.Political

Current policy in China encourages the import and export trade, and the government enacted a number of policies to expand it in these years. The "Guiding Foreign Investment regulations" adapted to market demand can improve product quality, develop new markets and increase the international trade. With the rapid economic development, the government will promulgate more preferential policies to encourage the import and export trade. When entering in the Chinese market, the company will face with some difficulties which are quite different from other countries, and these policies

Meanwhile, the government has enacted quantities of acts to build a solid basis of the e-commerce platform. As the government inspires the development of e-commerce, ECV can penetrate into the online coffee machine market and enlarge its market. It’s also easier for ECF to promote its products on the Internet. According to a study, the B2B relationship performance scale obviously relate to the customer loyalty (Luis, Andrew & Carmen, 2008).

1.2.3.Demographical

It is said that there are only 3% of minor enterprises make profit from e-commerce, which means that the B2B market in China is full of potentialities (Zhou, 2009). And the lack of Intermediary website makes it difficult to communicate, search for goods and match online for both buyers and sellers (Ma, 2011). Recently, the government has found its way to inspire the development of the B2B market. For instance, professional distribution companies have been organized in several metropolises, such as Beijing, Shanghai and so on (Xu, 2001). And it will be form into a distribution center cover the whole country, which make it possible for companies like ECF to reach as most place as it can. And a large number of funds also invested into the B2B market. So it would be an opportunity for ECF to stretch its influence in Chinese market and extend its transaction sites (Xu & Liu, 2010).

2.Objectives of the research

2.1.The management decision problem

The company aims to expand its influence in the advanced coffee machine market in China, particularly in Beijing. The company’s long-term goal is to become a preferred purchasing partner in China for E-shops trading in small household electrical appliances. It is reported that e-commerce market in China size of 7.85 trillion yuan, and increase by 30.83% over the previous year and the B2B market contributes to 6.25 trillion yuan, which are according to the Report of China Electronics Business in 2012. As has been shown in a research, the success or failure of a B2B company significantly related to its management (Caroline & Paula, 2003). In order to be success in the e-market, it is necessary to catch up with the trend, and to stay one step ahead (Warren and Gideon, 2000). So it would be important for ECF to connect with the E-shop in China (Wise & Morrison, 2000).

Currently, four and five star hotels are ECF’s primary target group. The organization wants to communicate with high level Beijing hotels, determining what they demand in terms of coffee machine products as well as finding the most effective way to establish relationships with such hotels. By catching up with the executives in the hotels, ECF will earn its business in the coffee machine market (Mark & Arch, 2009).

2.2.The research project objective

I will deliver a marketing communication report to ECF International BV aim to increase the brand awareness among advanced coffee machine buyers by 15% before July 1st, 2015 base on the marketing theory of 4Ps.

3.Research problem

3.1.Central research question

How and with what strategy can ECF International BV penetrate the coffee machine market and build its influence and reputation among coffee machine buyers (especially hotel purchasers) in Beijing, China before the 1st of December, 2015?

3.2.Research questions

1. What is the current market position of ECF?

a) Which products and services does ECF provide?

b) How does ECF currently perform?

c) What are ECF’s current market strategies?

d) What are ECF’s current marketing communication activities?

e)  What is the financial position of ECF?

f) What are the opportunities for ECF?

g)  What is the current situation of the Beijing hotel market?

h) Who are ECF’s main competitors in their current market?

i)  What are the strengths and weaknesses of the Beijing market?

2. Why choose Beijing as the new market?

a) What is the market size of the Beijing coffee machine market?

b)  How does the market growth in the Beijing coffee machine market?

c)  What is the nature and size of the competition in the Beijing coffee machine market？

d） What are the current suppliers that sell coffee machines in the Beijing area?

e） What is the competitors’ market position?

f)   What are the opportunities and threats within the Beijing market??

g)  What are the advantages to choose the four and five star hotels in Beijing as the target group of ECF?

3. What is the nature of the market environment of the coffee machine industry in Beijing?

a) How many brands are there in the coffee machine market in the Beijing area?

b) What is the best-selling brand?

c) What is the most popular coffee machine in the Beijing market?

d) Who are the main competitors in the Beijing market?

e) What kind of communication strategies do these competitors use?

4. How to build company awareness in the hotel industry?

a) How many hotels are there in Beijing?

b) How many hotels want to upgrade into higher-level hotels in the next two years?

c) Who makes the purchasing decisions for hotels?

d) What kind of media the decision makers used to know a coffee machine brand currently?

e) What kinds of communication instruments are available?

f) How do the hotels purchase products currently?

g) From where are hotels currently obtaining coffee machine information?

h) What kind of coffee machines do the hotels need most?

i) What kind of after-sales service do the hotels need most from coffee machine suppliers?

j) How best to maintain long-term relationships with the hotels?

5. What is the financial budget of ECF for the communication plan?

6. How to control and evaluate this marketing communication plan?

a) What central message is ECF going to deliver?

4.Research method

Considering my research goals, I will use qualitative research methods to collect data for my survey. Both primary and secondary research will used in my survey. The following methodology will be employed:

4.1.Desk Research

This part plays an important role in studying the influence of the ECF in both E-shop and B2B market in China. In order to get a comprehensive research, the economic statistics are necessary for the report. The data are also the best evidence to prove the significant role of ECF’s decision of participate in e-commerce.

Secondary data will be collected from website, newspapers, magazines and books. Internal data from ECF yearbook and annul report. Policy sources, for example, will be obtained from government websites.

a)General Administration of Quality Supervision, Inspection and Quarantine of the People’s Republic of China

b)China quality certification centre:                 

c)Coffee Branch of China Fruit Marketing Association

d)Beijing International coffee Industry Exhibition

There will be a large amount of work have to be done to collect the data, not only the data attaches to politics, but also including the data attach to marketing, technology, competition and so on. The data would be recorded by Excel and analysis by comparison and relevant analysis by use of SPSS. Tables and graphs which show the current situation and tendency in the future will be presented in the paper.

In order to ensure the validity and reliability of the second-hand data, a comparison among the data collected will be conducted. And if there is a big difference among the data collected, the data from the government would be chosen as a trusted one.

4.2.Field Research

Interview is the best way to get the most qualitative data of research. It is also the best way to get realistic data and information. It would be helpful to conduct a plan to interview the supervisor in ECF, the hotel managers in Beijing and entrepreneurs from coffee machine industry and hotel industry.

First of all, face-to-face interview will be carried out with company supervisors by the time of 3th, April. As the manager of ECF who knows well than anyone about the situation the company encounters, it would be of most help to identify the objective of the companies in question. The interview will be conducted in ECF and recorded by audio. After that, the answers to the questions will be written down and presented as a research paper.

Secondly, face to face interview will be carried out with Chinese hotel managers. As the company’s target groups are four and five star hotels, it would be useful to collect the ideas of the buyers of the coffee machine. Those hotels also post a important influence upon the future development of ECF. The interview will be conducted among the hotels rating 1 to 20 according to the List of the Most Profitable Hotel (2010). After contact with the managers’ secretaries and obtain of their permission, the face to face interview will be conducted in 10 to 15 minutes when it’s convenience for them and recorded by the smartphone. And there is only one manager accepted the invitation, who is Mr.Ming Fang, the manager of Pangu 7 star hotel about ten open questions.  In the International Hospitality Equipment & Supplies Exhibition in Beijing (CIHS, 2014) from 8th April to 10th April an interview has been conducted with Mr.Ming. After that, the content of the interview will be sorted and presented into a statistics table. And other managers have been interviewed randomly in the exhibition. These interviews will address sub-questions 4.

Thirdly, Telephone interview will be carried out with entrepreneur from coffee machine industry. As the competitors of ECF, they may provide me with some information in another point of view because they encounter to the similar situation as ECF does, and struggle to survive in the competition come from abroad. With the help of Beijing Coffee Association, it would be easier to get approach to the managers of those companies. And after the interview, the data collected will be compared to what ECF provided.

And to ensure the validity and reliability of the data collected, there would be a comparison between the answers given to the questions and the data collected from the websites, newspapers and magazines.

5.Project setup

5.1.Time planning

Weeks  1 2 3 4 5-6 7-8 9-10 11-12 13-14 15-16 17 18 19-20

Actives

Official start implementation of the assignment after approval of the plan of approach by the 1st supervisor.

Submission POA to the 1st supervisor

Review POA

Meeting with supervisor 

Desk research Sub-research Question 2 and 3.

Attend the Exhibition in Beijing. Face to face interview. Record interviews

Record and collect interview data

Analysis data

Meeting with supervisor

Organize the information from filed desk

Evaluation the work

Submission of the draft report

Submitting the final report

Presentation and defense

5.2.Budget and other constraints

5.2.1. Budget

ECF is a young company; it is possible that they could not afford to spend a significant amount on early-stage research. They would also need to consider the price of air tickets, transportation and accommodation within the country when planning to fly to China to invest, and if the prices of this was too expensive then they might cancel the trip. Including the price tickets and hotel fee, at least we need €1300 per person. Controlling the budget is necessary.

5.2.2. Constraints

Because the funds for data collection are limited, the research data collected may be less accurate than if more funds were available to spend on research.

Within 6 months the entire project will be completed, including data collection, data analysis, communication with suppliers, and preparing a plan for the Chinese market. Sufficient time must be made available for this.

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