target to increase international revenue by 30% over the next five years. As part of this global expansion, CleanTech is prioritizing one new international market to debut the CleanPhone and establish a footprint for further growth. Your group will act as CleanTech's strategic consultants, responsible for researching, analyzing, and proposing the best approach to introduce the CleanPhone to this market. Your group is responsible for developing a detailed market entry strategy for launching the CleanPhone in that market. STEP 1: Choose one international market (with the countries bracketed) outside North America where you believe the CleanPhone can succeed as noted below. Target Market Selection: Each group will select one of the following markets (with the countries bracketed) for the CleanPhone's expansion with focus on the countries in that market as highlighted: ⚫ Europe (e.g., Germany, France, Italy): Highly developed market with a growing interest in sustainable technology, but strong competition and rigorous regulations. ⚫ Asia (e.g., Japan, South Korea, India): Diverse market with high demand for technology, but challenges in adapting to local competition, regulations, and cultural expectations. • Latin America (e.g., Brazil, Mexico, Colombia): Emerging market with increasing interest in technology and sustainability, but political and economic risks that could impact business stability. STEP 2: Analyze the Chosen Market: Assess the economic, social, and competitive environment in the target market and associated countries, evaluating the potential for a successful product launch. Develop a Market Entry Strategy: Recommend the most suitable entry mode for CleanTech in this market and associated countries, considering factors like risk, cost, and local market knowledge. Localize the Marketing Approach: Create a tailored marketing strategy that appeals to local consumer preferences and cultural norms considering the strategic choice. Address Corporate Social Responsibility and Sustainability: Identify and prepare for corporate social responsibility. Company Background: CleanTech Innovations Inc. was founded in the United States with a mission to revolutionize the consumer electronics industry through eco-friendly technology. Known for its innovative, sustainable designs, CleanTech's core values emphasize environmental responsibility, ethical sourcing, and minimal waste. The company's product portfolio includes sustainable laptops, solar-powered gadgets, and energy- efficient appliances, all aimed at reducing environmental impact while delivering high- quality tech solutions. CleanTech's latest product, the CleanPhone, is a next-generation smartphone that combines top-tier technology with eco-friendly materials. The CleanPhone is made with biodegradable components, a modular design for easy repairs and upgrades, and a solar-charging option. It's marketed as a sustainable alternative to traditional smartphones, appealing to environmentally-conscious consumers who want technology with minimal environmental impact. The CleanPhone is unique in its combination of high-tech features, energy efficiency, and recyclable materials. Product Features of the CleanPhone: ⚫ Biodegradable Materials: Uses recyclable and compostable materials in the phone casing and packaging. • Energy Efficiency: Enhanced energy-saving features with a solar-charging option. ⚫ Modular Design: Allows users to replace and upgrade parts, extending the phone's lifespan and reducing waste. ⚫ Advanced Features: Includes high-performance specifications comparable to leading smartphones, including a powerful camera, fast processing, and robust security features. Expansion Goal: CleanTech has a strong presence in North America but has limited reach beyond the U.S. and Canada. To achieve sustainable growth and tap into emerging markets, CleanTech's executive team has decided to launch the CleanPhone internationally. They have set a

target to increase international revenue by 30% over the next five years. As part of this global expansion, CleanTech is prioritizing one new international market to debut the CleanPhone and establish a footprint for further growth. Your group will act as CleanTech's strategic consultants, responsible for researching, analyzing, and proposing the best approach to introduce the CleanPhone to this market. Your group is responsible for developing a detailed market entry strategy for launching the CleanPhone in that market. STEP 1: Choose one international market (with the countries bracketed) outside North America where you believe the CleanPhone can succeed as noted below. Target Market Selection: Each group will select one of the following markets (with the countries bracketed) for the CleanPhone's expansion with focus on the countries in that market as highlighted: ⚫ Europe (e.g., Germany, France, Italy): Highly developed market with a growing interest in sustainable technology, but strong competition and rigorous regulations. ⚫ Asia (e.g., Japan, South Korea, India): Diverse market with high demand for technology, but challenges in adapting to local competition, regulations, and cultural expectations. • Latin America (e.g., Brazil, Mexico, Colombia): Emerging market with increasing interest in technology and sustainability, but political and economic risks that could impact business stability. STEP 2: Analyze the Chosen Market: Assess the economic, social, and competitive environment in the target market and associated countries, evaluating the potential for a successful product launch. Develop a Market Entry Strategy: Recommend the most suitable entry mode for CleanTech in this market and associated countries, considering factors like risk, cost, and local market knowledge. Localize the Marketing Approach: Create a tailored marketing strategy that appeals to local consumer preferences and cultural norms considering the strategic choice. Address Corporate Social Responsibility and Sustainability: Identify and prepare for corporate social responsibility. Company Background: CleanTech Innovations Inc. was founded in the United States with a mission to revolutionize the consumer electronics industry through eco-friendly technology. Known for its innovative, sustainable designs, CleanTech's core values emphasize environmental responsibility, ethical sourcing, and minimal waste. The company's product portfolio includes sustainable laptops, solar-powered gadgets, and energy- efficient appliances, all aimed at reducing environmental impact while delivering high- quality tech solutions. CleanTech's latest product, the CleanPhone, is a next-generation smartphone that combines top-tier technology with eco-friendly materials. The CleanPhone is made with biodegradable components, a modular design for easy repairs and upgrades, and a solar-charging option. It's marketed as a sustainable alternative to traditional smartphones, appealing to environmentally-conscious consumers who want technology with minimal environmental impact. The CleanPhone is unique in its combination of high-tech features, energy efficiency, and recyclable materials. Product Features of the CleanPhone: ⚫ Biodegradable Materials: Uses recyclable and compostable materials in the phone casing and packaging. • Energy Efficiency: Enhanced energy-saving features with a solar-charging option. ⚫ Modular Design: Allows users to replace and upgrade parts, extending the phone's lifespan and reducing waste. ⚫ Advanced Features: Includes high-performance specifications comparable to leading smartphones, including a powerful camera, fast processing, and robust security features. Expansion Goal: CleanTech has a strong presence in North America but has limited reach beyond the U.S. and Canada. To achieve sustainable growth and tap into emerging markets, CleanTech's executive team has decided to launch the CleanPhone internationally. They have set a

MARKETING 2018

19th Edition

ISBN:9780357033753

Author:Pride

Publisher:Pride

Chapter17: Advertising And Public Relations

Section17.2: Greenwashing Harms Companies And Consumers

Problem 1C

See similar textbooks