Thursday, April 4, 2013

Marketing management: Quality Kraft Carpets Ltd.


Quality Kraft Carpets Ltd is a British federation specialising in replete(p) quality woven Axminister carpets. It was founded in 1989 by William Jackson and crapper Turner. The party has not got high production capacity and they elect to sale their products the contract customers such as hotels, restaurants, offices, large stores and firm customers. After the changing merchandise conditions they decided to enter outside markets. However they hadnt got any experience in international business.

In this assignment, scratch it will be generally discussed how Quality Kraft Carpets enkindle enter the US market and which strategies it should be choose. Second, it will be tried to answer the question after the initial succeeder in the US Market what would need to be do to realize business in the Middle East and in Japan? Finally, it will be given recommendations further market media.

2.Short/Medium/Long Term Issues

2.1 Short-Term Issue

The company doesnt loss to venture too much money in the bare-ass market. In the short term strategy, the company needs to press experience in the market which might be face-saving to obtain the target markets size structure, behaviour and profit goals seek in the first few years.

2.2 Medium-Term Issue

The company should obtain their marketing budget and try to enhance their market share.

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3 Long-Term Issue

The company should commit much resources to get stronger in the market and appoint long-run sales and profit goals.

3. Representation Issues

Once a company decide to target a particular country, it has to determine the take up mode of entry. Its broad choices are indirect trade, direct exporting licensing, joint ventures and direct investment. Each succeeding strategy involves more commitment, risk, control and profit potential.

According to the P. Kotler, indirect export has two advantages. First, it involves slight investment; the firm does not...

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