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International Marketing

International Marketing

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Published by vishalumbarkar

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Published by: vishalumbarkar on Feb 13, 2010
Copyright:Attribution Non-commercial


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International marketing in simple words is marketing carried on across nationalboundaries.
According to
 American Marketing Association
: “ International marketing isthe multinational process of planning and executing the conception, pricing,
 promotion and distribution of ideas, goods and services to create exchangesto satisfy individual and organizational objectives.
TONY Electronics1
TONY Electronics
Company Profile
 NameTony ElectronicsBusiness TypeCamerasYear of Establishment1992Export MarketsSrilanka and SingaporeProductDigital CamerasAddressBKC, MumbaiTony Electronics manufactures a varied variety of cameras. We have our manufacturing plant in Mumbai, India. Tony Electronics’ mission is toapply our unique digital imaging technologies to advance the ability of  people to communicate with images at affordable costs. Our strategy isto incorporate our imaging technologies into Tony’s products and provide path breaking solutions in imaging field. We will also strive toadapt our technologies to serve the consumer photo imaging mass market by developing image correction and enhancement software utilities thatcan be used in consumer imaging applications.The first thing that comes to minds of the people for the company and products of Tony is its high-technology-innovative gadgets withreasonable rates. The current Tony Corporation has its unique culturefirmly rooted under the guidance of its two founders, Suresh Shah andRajesh Kulkarni, both dedicated engineers and geniuses above their  business talents. Their strong business acumen has helped Tony become astrong player in the Indian market.Tony‘s financial difficulties are tied with it right from the start up as thefounders have accumulated loans to enable research and development and business expansion. Thus Tony is somewhat a cash starved organizationwith huge growth potential.
Market SummaryTONY Electronics2
The market for digital cameras is highly competitive with upgraded products entering the market at a rapid pace the first mover advantagehas to be capitalized as fast as possible. Tony has its competitiveadvantage in developing innovative products but due to limited reach ithas been unable to commercialize the innovations. The conclusion is thatTony Electronics needs to enter the markets and expand its reach tomaximize its revenue and profits. However, even with strategic change,the spirit of innovation will remain intact because that is what has madeTony Electronics grow and would make it stay strong. Asian marketshave attracted world attention in recent times due to increasing purchasing power and consumption of developing nations thusconsidering the market potential for sales, demographics, geographicaladvantage and regulations it has been found that Srilanka and Singaporeare good latent markets for Tony.
Factors to be considered while selection of a market:
TONY Electronics3

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