Oroton International Strategy

3972 Words Nov 17th, 2013 16 Pages
OROTON
International Marketing Report
Student: Erin Burgess Student: Kellie Burmeister Student: Mark Bell Lecturer: Suzanna Mahinder Due date: 25th August 2013

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TABLE OF CONTENTS
INTRODUCTION ................................................................................................. 3 THE OROTON BRAND ....................................................................................... 3 OROTON PRODUCTS........................................................................................ 3 THE CHINESE MARKET .................................................................................... 4 OBJECTIVES ......................................................................................................
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OBJECTIVES
The objectives of the marketing plan is to create a presence of the brand Oroton in the Chinese market and to obtain life time value consumers. The plan will increase visibility and memorability of the Australian brand in China and to also increase the customer satisfaction for existing international customers; both online and travelers. The history and richness of the product will be endorsed to sustain the foundation of the existing Australian success story, with a Chinese edge. Below are the 5 objectives for this marketing plan:
1. Increase visibility and memorability of the Australian brand through mass marketing, direct

marketing and customarily social media, building a large online presence in China.
2. Increase customer satisfaction for existing international customers but offering more customised

ranges suited to the Chinese market.
3. Sustain the foundation of the existing Australian success story and the luxury brand. 4. Enter the Chinese market using a mixture of International Joint Venture (IJV) and Wholly

Foreign Owed Enterprises (WFOE).
5. Distribution focus on physical distribution, including inventory control, warehousing and

transportation of goods to customers and online shipping.

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TARGET MARKET
The consumption of luxury goods in China is mounting sharply. Not only those born to elite families, but also many common people are greedy for luxury brands (China, a Booming
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