国际营销“儿童基金会的营销计划”

Exclusive Summary执行摘要

中小企业在经济发展中起着关键作用。然而，由于缺乏资金，资源，经验等，营销一直是中小企业面临的挑战。本报告的目的是帮助中小企业实施营销计划。该报告以儿童基金会为例，提供了儿童日托儿所。
本文基于七个方面制定了儿童基金会合作伙伴关系的营销计划。它们是进行国际化，客户分析，SWOT分析，国家选择，国外市场进入模式，营销组合和社交媒体的原因。以下是本报告的主要发现：为了寻求更大的市场和增加利润，报告建议儿童基金会通过分析其自身的能力以及宏观和微观环境因素，选择中国作为目标市场。然后它决定全面使用许可，合资和外国直接投资进入模式。选择合理的营销组合是获得成功的有效途径。社交媒体可以帮助孩子建立伙伴关系。
SMEs represent plays a key role in the economic development. However, marketing has always been a challenge for SMEs due to the lack of capital, resources, experience and so on. The aim of this report is to help SMEs to implement marketing plan. This report takes The Childbase Partnership as an example which provides children’s day nurseries. 

This paper formulate a marketing plan for The Childbase Partnership based on seven aspects. They are reasons for going international, customer analysis, SWOT analysis, country selection, foreign market entry mode, marketing mix and social media. The following are main findings in this report: In order to seek larger market and increase profit, the report suggests The Childbase Partnership to choose China as the target market by analysing its own capability and macro and micro environment factors. Then it determines to comprehensively use licensing, joint venture and foreign direct investment entry mode. Selecting reasonable marketing mix is effective access to success. And social media could assist The Childbase Partnership. 

Table of Content

1. Introduction 1
2. About company 1
3. Reasons for Going International 2
4. Customer Analysis 3
5. SWOT Analysis 4
6. Country Selection 5
6.1 Consideration Set 5
6.2 Preliminary Screening 5
6.3 Market Potential Assessment 6
6.4 Markets Ranking 7
7. Foreign Market Entry Mode 7
8. Marketing Mix 8
8.1 Product strategies 8
8.2 Pricing strategies 9
8.3 Promotion strategies 9
8.4 Distribution strategies 10
9. Digital/Social Media Supported Internationalisation 10
10. Conclusion 12
11. Reference 14

1. Introduction介绍

According to European Commission, ‘small and medium-sized enterprises (SMEs) refer to companies which have fewer than 250 employees. SMEs also can be defined based on financial assets. Either the annual turnover of SMEs has not exceeding€50 million or an annual balance-sheet total has not exceeding €43 million.’ The development of small and medium-sized enterprises (SMEs) is essential for the growth of the world economy. SMEs play a significant role in job creation, creating entrepreneurial spirit, stimulating innovation and fostering competitiveness. 

At present, any enterprise's survival and development would take part in international competition due to the acceleration of economic globalization. Consequently, the internationalization is no longer considered by big companies. For SMEs, international expansion is also an inevitable trend in order to survive and win in the fiercer and fiercer competition and seek bigger markets. Meanwhile, the internationalization is a significant development opportunity for SMEs. Nevertheless, compared to big companies, SMEs have to face more challenges when implementing internationalization strategy due to the lack of capital, resources and internationalization experience. 

10. Conclusion总计

In summary, this report firstly introduced the background of The Childbase Partnership, briefly understanding the features of this company and industry. Then it identified the international opportunities and the capability of The Childbase Partnership. The major reasons for international expansion are saturation domestic market, wide prospect of foreign markets, product life circle and improvement of early education recognition. It then conduct customer analysis. After that, this report use the root model to select a target country. It found out that the best country to enter is China based on the total score. In terms of foreign market entry mode, this report recommended adopting licensing and joint venture to open the market and then using foreign direct investment. In the aspect of marketing mix, it discussed