Pure-n-Clean Water Filtration: International Marketing Plan and ObjectivesPure-n-Clean is a company that specializes in the manufacturing of water filters for under-developed and third-world countries. The company is currently seeking to expand business to Mexico based on the growing tourist areas throughout the country. The filters will allow local water sources to be used for drinking water for locals and tourists. The first step in any international venture is gathering information on the intended country. The marketing team at Pure-n-Clean has gathered necessary information and developed a mission statement for the venture. The team has also developed objectives for the internatio ...view middle of the document...
Quarterly reviews will determine if Pure-n-Clean's market development plan is successful. These reviews will include random telephone surveys to tourist resorts, local contests, and surveys mailed to specifically targeted areas. Pure-n-Clean will adjust the market development strategy as needed in order to maximize advertising dollars. In five years, Pure-n-Clean will become a household and resort brand; the number one source for safe water consumption in Mexico.Pricing Strategy. As previously mentioned, the position is to target 1% of the market share, creating a return of 1.1 million items sold. Pure-n-Clean plans to offer a variety of low end filtration products, which cost less than newer products in the U.S. The initial angle is to establish if a demand exists within the targeted audience. The asking price for the Pure-n-Clean classic filtration products ranges from $20-$30 in the U.S. Calculating the fixed and variable costs, $25-$35 per system will maximize the profit margin if unexpected foreign taxes are not encountered. Pure-n-Clean will conduct continuous research during the first quarter to evaluate the success of the product. If the rate of return shows a substantial gain in profit, the company will target 2% of the targeted audience during the second quarter.Market Share. A common objective for companies engaged in international trade is to expand global market share. This goal is accomplished by earning market position within individual nations using various strategies. Pure-n-Clean will conduct marketing research to determine demand levels for water filtration products within the country of Mexico, targeting a 1% gain of the available market for water filtration products. The marketing team will use a combination of methods for conducting the market size assessment, including analogy, trade audit, and chain ratio methods (Kotabe & Helsen, 2008).The necessity to conduct in-depth research using the most reliable primary and secondary data should not...
