Economics and Ethical Issues

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Assignment 2 Market Entry Strategy By: Jeffrey W. Eldridge International Marketing – MKT505 Section 003016*201005 8/1/2010 Instructor: Dr. Deborah Hill School: Strayer University The Product The Chevrolet Volt is a plug-in hybrid electric vehicle to be produced by the Chevrolet division of General Motors and expected to be launched in November 2010 as a 2011 model. For up to the first 40 miles, the Volt is powered by electrical energy stored in its on-board lithium-ion batteries, which are charged by connection to an electrical outlet. The car's battery pack can be fully charged by plugging the car into a 120-240VAC residential electrical outlet using the provided charging…show more content…
Europe is reeling from the crippling hi gas prices and under great pressure to curb CO2 emissions. Australia also has significantly high fuel costs and is an environmentally aware nation. The Entry Methods The UK is a ready-made market full of environmentally minded, liberal thinking young adults. Using trade shows to unveil the new environmentally friendly and economically friendly product line can forge the groundwork of marketing. Advertising in local prime time and premium television and cable shows is the next step to introduce the product. Also advertising on the radio, magazines, and with billboards is necessary for added exposure. The franchise method is the preferred method to enter the UK market. This would get local businessman fired up about the product. Corporate will undoubtedly continue with national advertising campaigns, however, the franchises will need to supplement advertising with local commercials and other promotions. Opening up franchised dealerships is necessary in the high population areas. Franchising is a well-known business and commerce procedure that brings together the title-holder of recognized merchandise with another business or products. This system is readily used by small businesses and companies to provide as a mean to provide authentication and support for their business by having a brand name of a well-known company associated with it. However like most business entry strategies franchising to has some
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