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A project prepared as a mandatory part of the module "GLobal Marketing" as a MBA student in James Cook University.
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Sunbrella In GreeceSunbrella In Greece
Presented By:Sriharsh SinghaniaDated on:-15.01.09
Company backgroundCompany background
It was founded and established in 1880 by John Q Gant.
Headquartered in North Carolina USAOwned and managed by Gant FamilyIn 2006 it was awarded as best Sun
protective performance fabric.Tied up with Astrup Company and John
Boyle & company
Product – ‘Sunbrella’ By Glen Product – ‘Sunbrella’ By Glen RavenRavenFamous for its colors and Brand ImageLeader in fabrics for owning and
marine applications in the world.Source of energy and also an outlet to
power small appliances.Can be beneficial to multiple users.Has become more popular consumer
choice for both outside and inside applications
Country of Origin USACountry of Origin USAAffirmative Global ImageRenowned in TechnologyFree trade relations with Greece, since
long timeUS$2.14 billion exports to Greece in 2007
“Greece” – A Favorable Destination
Country Profile GreeceCountry Profile Greece
Capital – AthensPopulation – 11.1 millionReligion – ChristianityMajor Language – GreekMain Exports – Textile, clothing, oil
productsGNI Per capita- 29,630$USD
PEST ANALYSISPEST ANALYSIS
Political AnalysisPolitical AnalysisParliamentary republic with the
president as the head of the country.
Stable and extremely business friendly government.
Strengthening ties between U.S and Greece.
Economical AnalysisEconomical AnalysisCountry of developed economyPositive Approach for foreign
goodsFree trade agreement between
USA and Greece
Social Cultural AnalysisSocial Cultural AnalysisRich cultural backgroundCommanding history covering
almost 3000 yearsGrowing demand for fashion
goodsGlobal social and cultural
awareness and assistance
Technological AnalysisTechnological AnalysisMore opportunities for research
and development activity
Technology always changes quickly
Economic DataEconomic DataGross Domestic
product of purchasing power parity is $342.8 billion
GDP per capita is $30,500
Tourism contributes 15% of GDP
Pros & Cons of the Product
Opportunities & ThreatsIn Greek Markets
Theory of Competitive Theory of Competitive AdvantageAdvantageMichael PorterMichael Porter
Factor Endowments
Demand Conditions
Relating & Supporting Industries
Firm Strategy, Structure & Rivalry
Marketing ObjectivesMarketing ObjectivesTo build up brand awareness in
Greek market in a YearGet the market share in several
Greek major cities such as Athens, Attica, and Alexandroupolis
Set up its on own manufacturing unit in Greece within 2 years
Market segmentation & Market segmentation & TargetingTargetingOur main target markets will be the
most popular cities, in means of tourist attractions and high standard of living
Athens, Attica, Piraeus, Attica, Alexandroupolis Ionian Islands, Milos Islands, KOS, Crete, Rhodes Islands, and Volos
Distribution and promotion will be in super markets, cafeterias, hotels, and cruises.
Barriers To EntryBarriers To EntryImport Rules & Regulations
Low Brand Loyalty
High Promotional Costs
Mode Of EntryMode Of EntryStage 1:
- Direct Exporting- Strategic Alliances- Establish Foreign Sales Subsidiary
Stage 2:- Foreign Production
Marketing TacticsMarketing TacticsProduct Policies
- Various Models and Designs- High Quality Fabric- New & Innovative Technology
Pricing- Discounts on “First 50 Sunbrellas” sold, from each outlet- Different shapes & sizes for different Prices- Hellenic Govt. provide Subsidy to new
Know-how products
Marketing TacticsMarketing TacticsDistributions & Alliances
- Get into an existing Distribution Channel- Research on various existing Distributors- Screening and refining- Selecting “One” favorable Distributor for each city- Create Alliance with Solar Energy Organizations i.e. Hellas Solar, Intersolar, Ecosys, Avent Services, etc.- Open Outlets in Popular Shopping Malls and markets
Marketing TacticsMarketing TacticsPromotion
- Send Brochures to Cafes, Restaurants, & Resorts- Greek Advertise in Televisions, Radios & Newspapers- Hoardings and Postures on Popular Tourist Destinations & Markets- Stalls on Beaches- Invite News Agencies to do research on the product and publish articles about its new technology in magazines & newspapers
Future PlansFuture PlansTo Open A Production Unit in Greece in 2
Years Time
Thank You