Research Project - International Marketing

AnimeInternational .com

Market and Export Analysis Contents

TOC \o "1-3 " \h \z \u

HYPERLINK \l "_Toc3 " Executive Summary PAGEREF _Toc3 \h 3

HYPERLINK \l "_Toc4 " The Product And The Firm PAGEREF _Toc4 \h 4

HYPERLINK \l "_Toc5 " Animeinterational .com of the Product PAGEREF _Toc5 \h 4

HYPERLINK \l "_Toc6 " Animeinterational .com Influence in the Market PAGEREF _Toc6 \h 5

HYPERLINK \l "_Toc7 " Animeinterational .com Export and Internationalisation PAGEREF _Toc7 \h 5

HYPERLINK \l "_Toc8 " Market Analysis Decisions PAGEREF _Toc8 \h 6

HYPERLINK \l "_Toc9

" Market Selection Criteria and Analysis PAGEREF _Toc9 \h 6

HYPERLINK \l "_Toc0 " Market Opportunities PAGEREF _Toc0 \h 7

HYPERLINK \l "_Toc1 " Export Objectives PAGEREF _Toc1 \h 8

HYPERLINK \l "_Toc2 " Market Research Undertaken Prior To Market Entry PAGEREF _Toc2 \h 9

HYPERLINK \l "_Toc3 " Evaluation of The Market Environment PAGEREF _Toc3 \h 10

HYPERLINK \l "_Toc4 " Economic PAGEREF _Toc4 \h 11 HYPERLINK \l "_Toc5 " Political /legal PAGEREF _Toc5 \h 12

HYPERLINK \l "_Toc6 " Market Entry and Marketing Mix PAGEREF _Toc6 \h 12

HYPERLINK \l "_Toc7 " International Competitive Marketing Strategy PAGEREF _Toc7 \h 14

HYPERLINK \l "_Toc8 " Marketing Viability PAGEREF _Toc8 \h 14

HYPERLINK \l "_Toc9 " Conclusions and Recommendations PAGEREF _Toc9 \h 15

HYPERLINK \l "_Toc0 " References PAGEREF _Toc0 \h 16 Executive Summary

Animeinternational .com has a strong market orientation towards established customer demographics and geographics . Animeinternational marketing utilizes several online methods including blogging , online community , and `fan fiction ' Animeinternational .com also offers online `chat ' customer service , telephone service and specialized anime resources , such as an encyclopaedia . By continuously interacting with the customer base through communication , animeinterational .com exhibits strong consumer relationship management

The major issue of concern is that Animeinternational 's international export focus is lacking in two main dimensions , primarily a strong understanding of new export markets based on secondary research and the influence of establishing a broader customer demographic for increasing export market potential . Traditionally , Animeinternational has utilised direct to the customer shipping in the Americas , European , and Asian geographic locations . The concern is that Animeinternational is lacking in market segmentation to newer demographics and regions

However , it is important to establish that there is a strong and established marketing export increase that improves the viability of anime-menga to untraditional entertainment regions . With Animeinternational 's collaborations between manufacturers and shippers the logistics support entering new markets . However , Animeinternational has done little secondary research in this regard , focusing primarily on already established customer bases . It is noted in the following that focusing only on already established customer base is an ineffective marketing strategy . Animeinternational must increase its product export chain to develop new customer bases and establish organizational growth .The Product And The Firm

Anime is a term generally used within pop culture to describe Japanese animation and Manga graphic comics . This definition extends to the secondary product lines , such as dolls and trading cards . The anime industry and secondary lines representing nearly 20 billion dollars in sales with DVD sales reaching 5 .2 billion dollars globally (Rowley 2005 . According to Pixar animation studio...