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International Product Launch

P/B/279. The foreign market entry strategy: fast way ticketing in Canadian market

WORDS:

8000

DATE:

2003

PRICE:

89.99 GBP

In this paper a foreign market entry strategy is developed for fast way ticketing in Canada. It is made through the following stages: the entry feasibility was considered from the perspective of the product specification. To assess the value of the product, perceived by the customers, the ?FAB (Features, Advantages, Benefits) analysis and the ?BCG Matrix (Boston Consulting Growth-share) techniques were used. Next, the potential entry market was researched from the points of view of internal and external factors: the internal analysis is performed through the company and the product examination, the external analysis is made by the aim of the marketing frameworks, such as ?PEST, ?3Cs and ?SWOT. After defining of the entry strategys assumptions and objectives, and analysis of the benefits and the cost economy, the potential marketing strategies were selected with the use of the ?marketing mix tools, such as ?market segmentation and ?market positioning. Finally, a step-by-step action program and a budgeting were developed for the chosen strategys implication, and the potential risks analysis as well as control plans were proposed to apply to the whole marketing plan.

KEYWORDS: foreign, market, entry, strategy, fast, ticketing, canadian, market,