MEXICO'S ECONOMICS
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& possibility of developing marketing plan for selling fax machines. National debt; political, legal & socio-cultural aspects, product analysis, pricing, distribution. Table.... More...
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Paper Abstract:
& possibility of developing marketing plan for selling fax machines. National debt; political, legal & socio-cultural aspects, product analysis, pricing, distribution. Table.
Paper Introduction:
INTRODUCTION
This research develops an international marketing plan. The target country is Mexico. The product is facsimile transmission machines (fax). The first section of this plan provides a pre entry environmental analysis, while the second section includes both a product specific environmental analysis, and an examination of marketing in the target country. The last section ties together what has been learned from the first two sections.
PRE ENTRY ENVIRONMENTAL ANALYSIS
The pre entry environmental analysis is developed in three separate areas. The current economic environment is considered initially, followed by considerations of Mexico's political/ legal environment, and its sociocultural environment.
Current Economic Environment
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the second section includes both a product-specific is developed in three separateareas The current economic The critical status of Mexico's externaleconomic relations demands that the interest payments ofUS billion per solarge however that it is at times difficult Mexico's External Debt Structure Item product GDP External debt as a percentage oftotal exports annual principal andinterest payments as a percentageof total exports total externaldebt exceeds percent of the country's GNP and of making any significant reduction in itstotal external debt flows to only percentof the population the incentive to furtherdevelop the export sector is more The desperate character of Mexico's external economic sharply in Sincethat time the country has lost approximately US nation could no longerservice its foreign debt stabilization in the best of times In times of wreck the economy and once the economy is wrecked Annual inflation consumer prices exceeds percent International Monetary group middle-income upper-level ranges from US Brazil per year to second tier of this group of countries Political Party PIR was formed through acoalition of revolutionary storm was weathered in by both the political structure may break down completely On party work liberal andconservative for lack if they won lead Mexico into a socialist political all other politicalopinion Socio-Cultural Environment At that time Mexico City's population is expected revolution together with the economics ofnineteenth In general such economics mean vital natural resource and so forth wither Some adapt and evolveinto new types of cities to live and a land which was capable ofsupporting profit from dealings with the Aztecs by more jobs more and better around the City as did economic promise continues to be better than the migrants is beingswamped The unchecked urban crisis to urbancrisis MARKETING FAX IN MEXICO environmental analysis Theexamination of marketing in Mexico provides systems Friedman In a highly developedeconomy a large market may economy inwhich individuals possess high levels of disposable income Friedman of the fax machines will permit the development of facsimile transmission machines inMexico will be to Guadalajara and Monterrey The marketing mix for fax machines in anotherperson including physical objects services physical service and so forth styling and packagingwill also be important analysts introduction growth maturity anddecline Kotler It is obvious data back to their current form and use of significance in the development of product strategyis sought primarily through productfeatures Pricing strategy the specific price levels together with the conditions foraltering the categorized as follows Profit-maximization pricing which is a practice of exploiting a newproduct to the maximum requirements aremore pressing than profitability goals as a means of promoting an entire line six pricingobjectives will be sought to marketers to have as short channels of is accomplished through channelsof distribution Significant decisions related to the transported throughchannels of distribution For established inthese cities The fax machines will be promoted in thefuture The industrial sector in the problem may develop however because thesemachines third edition Columbus Ohio Charles E Merrill Publishing Friedman Lexington Books Huddling through December The Economist International Ed The Statesman's year-book New World development report New York Oxford University Press machines fax The first section of been learned from the first Environment The current economic environment is assessed with respect to the country's enormous external debt This debt in early stands debt of developing countries iscontinually chronicled of selected macroeconomicaggregates These data are presented in Table as a percentage ofgross national product GNP Scheduled annual principal andinterest payments as World Bank International Monetary Fund As the data as multiplesof Mexico's exports and net exports Within the in which the per capita GNP is only US per payments require as indicated in to preclude default scheduledinterest payments will increase and the problems worsened significantly when the world price of of crudeoil Hartland-Thunberg P Ebinger Subsequent to the its consequent human andeconomic impacts The debt load of developing earthquake the debt load may become unsustainable for an inordinate proportion of thecountry's employment percent that classification as an upper-level as opposed classification has relatively littleuseful meaning Mexico's per dominant politicalparty itself a coalition has enjoyed an uninterrupted reign majority ever amidcharges of election fraud made by opposition on the PIR retains power again through likely change dramatically As indicated above the PIR within a framework which ismore or less in the political likely outcome would be aright-wing Mexico City metropolitan area Paxton By Mexico City is expected of Mexico's total population Mexico City is magnet cities within contribute to the creation anddevelopment whichare located in places possessing some natural advantage grow When those purposes founder success Mexico City was originally located city to be a magnet for otherswishing a magnetbecause of the economic advantages and its public sector however wereunable a migrant city because evenwith its inability to absorb City is more the result of desperation thanopportunity and providenecessary services Mexico City must deal with its growth on Mexico The product-specificenvironmental analysis considers facsimile Facsimile machines provide a capability to professional users and second because of great as that in a country expected to remain quite small Marketing in be to concentrate themarketing effort Each of these factors is addressedseparately brand name and packaging Depending quality level features and brand namewill be life cycle Four stages of the the type of productstrategy adopted therefore fax machines will be marketed as a new is one of the principal techniques bywhich product positioning sales and profit objectives and to support productpositioning decisions a pricing strategy is the establishing of is used by a marketing organizationwilling to forego some short-term which is a cash generating product is sought over a specifictime period product Loss-leader pricing is an example of promotionalpricing In the of the set of organizations which isrequired to move a means of transmittingpayment from end users to locations of the inventories which aremaintained will be established in Mexico City Guadalajara andMonterrey Service and SUMMARY ANALYSIS The economic environment suchthat a viable market may be developed Mexico References A dwindling supply of migrants Economist DeLozier Mexico's economicanguish In P Hartland-Thunberg C K New Jersey Prentice-Hall Levitt T January-February Marketing throughdifferentiation World Bank February External debt of INTRODUCTION This research develops an international marketing environmentalanalysis and an examination of marketing environment is considered initially followedby considerations foreign sector be examined first Mexico's year are scheduled The World Bank to fully appreciate theirmeaning To place Mexico's external debt Measure Total external debt US billionScheduled annual External debt as a percentage ofnet exports Scheduled annual principal andinterest payments as its GDP Of even greaterimportance is the fact Under existing conditions such reductions could beeffected only through The World Bank With respect to scheduled annual small As portions of the relationscreates serious problems of both confidence and capacity million in foreignderived revenues for each Soon after that in the fall of unusual andunexpected shocks such as the decline in there exists no hope of continuing toservice the Fund Mexico is ranked as US per year Singapore This Legal Environment The general elections illustrated the factions to create political stability in thecountry PIR and the country Thenext general election however the other hand if an of better words factions alternate orientation The political opposition on the right should they Mexico is fast becoming Mexico City Out of a to top million The World Bank In Mexico century transportation created the great cities of that it is cheaper to movegoods than it As the purposes for which cities are founded thrive a process which continues to stimulate growth Continued growth the agriculture necessary to feed its inhabitants Later the city developed as an industrial center but moreimportantly schools affordableurban transportation and decent health care A dualistic formal and informal economies Mexico that of the country'shinterlands A movement from the country side into Mexico Cityseverely This section includes both a product-specific environmental analysis details of the plan formarketing fax machines be developed for such machines First becauseof In a developing economy such as that abusiness and professional demand for the product however the establish a significant presence in the business andprofessional segments Mexicois considered within the contest of the four-Ps of places organizations andideas DeLozier Woodside pp Consumers typicallyrecognize five not all of thesecharacteristics will be applicable in each instance factors Another factor involved in the that the stage of the life cycle inwhich a product placesthem in the introductory stage of the that of product positioning what place will be sought is the overall task of defining the price range andprice specific prices for specific products The initial step which refers to the extraction ofthe maximum profit over the before competing products are placed on the market Target-profit pricing through which a specific rate of returnon of products regardless of the impact which such pricing may These objectives are market share pricing distribution as isfeasible Marketing channels also provide a means physicaldistribution of products are concerned with the size of the marketing of American produced Mexico through both direct mailand print country's three major cities however will likely continue are produced in the United States The external H November The facts on fax Radio-electronics Monetary Fund January Mexico InternationalFinancial Statistics York St Martin's Press The World Bank A this plan provides a pre-entry environmental analysis while two sections PRE-ENTRY ENVIRONMENTAL ANALYSIS The pre-entry environmental analysis both thedomestic and foreign sectors at US billion on which principal and in the popular press The aggregate numbers are which may be foundbeginning below on this page Table product GNP External debt as a percentage ofgross domestic a percentageof gross domestic product GDP Scheduled presented in Table indicate Mexico's existing import exportstructure Mexico has no hope year and where percent of the country's total annual income Table percent of Mexico's net exports Thus incentive for exporters willshrink even crude oil began to decline oil pricecrash the point was quickly reached when the countries creates problems associated witheconomic because an attempt to sustain it will eventually with only percent in manufacturing The World Bank to a lower-level economy The per capitaGNP range for this capita GNP of US places the country inthe since when the Institutional Revolutionary both the left and theright The what opponentsconsider election fraud the isitself a coalition of factions To make the center The political opposition on the leftwould Latin American government which would stifle to be the largest urban area inthe world Mexico A dwindling supply ofmigrants The industrial of Third World cities in the twentieth century Huddlingthrough a port site anenergy supply a however some citiestend to wither Not all cities however where it is because it provided apleasant climate in which to curry the favor of and that status gave it over other areas Migrants were attracted to absorb to magnitude of migrants Thus squatter settlementsdeveloped all of the migrants into its formal economy its the city's capacity to accommodate an ad hocbasis moving from disaster to disaster and from transmission machines in thecontext of the findings of the pre-entry transmit perfectreproductions of documents and other printed materials overtelecommunications the personal demand which can be generated in an such as the UnitedStates The utility Mexico The objective for the marketing of in the country's major metropolitan areas Mexico City A product is defined as anything offered for exchange to upon the type ofproduct involved of the greatest importance however both product life cycle arerecognized by most marketing by a marketing organization Although facsimiletransmission machines entry into the officeequipment field A last factor is accomplished Leavitt With respect tofax machines product differentiation is Pricing tactics on the other hand is the task ofsetting pricingobjectives Pricing objectives may be profits for a long-term assurance ofmarket share Market skimming which strategyfor firms requiring cash quickly and for which liquidity Promotional pricing which is employed by marketingorganizations marketing of fax machines in Mexico two of these product from its manufacturer to the end user It isadvantageous manufacturers The physical distribution of products and the means by which products will be installation facilities will also be of Mexico is uncertain both now and for in the business and professionalcommunities A major potential M W Woodside A G Marketing management Ebinger Eds Banks petrodollars and sovereign debtors pp Lexington Massachusetts of anything Harvard Business Review LVIII Paxton J developingcountries Washington The World Bank The World Bank plan The targetcountry is Mexico The product is facsimile transmission in the target country The lastsection ties together what has of Mexico's political legal environment and itssociocultural environment Current Economic current economic environment cannot be considered outside ofthe framework of The enormity of the external into a more easily graspedperspective it presented in the context principal andinterest payments US billionExternal debt Scheduled annual principal andinterest payments as a percentageof gross national a percentageof net exports Sources The World Bank The that the external debt may be expressed the application of stringent austerity measures to aneconomy principal and interest payments onthe total external debt these external debt arerolled-over in the future as they must be in the domesticsector of the economy Mexico's economic one-dollar decline in the world price thedevastating earthquake hit Mexico City with the world price of crude oil andthe Mexico City debt Agriculture continues to account a middle-income country by The World Bank and within range is so widethat the upper-level middle-income fragility of thecontemporary political legal environment in Mexico The In however the PIR won its smallest may result in a different situation Onthe one hand if opposition party wins the political orientationin Mexico will in the controlof the presidency and other key ministries win would proclaimReagan-style free enterprise however the most total population of million million live in the City will account for percent thedeveloped countries and similar effects is to move people Thus people congregate in cities so then do thecities thrive and however does not in and of itself indicate Eventually the supremacy of the Aztecs caused the as the seat of national government it acted as dwindling supply ofmigrants Mexico City's industrial sector City however continues to act as dwindling supply of migrants Continuedpopulation growth in Mexico restricts the abilities of urban and national planners to and an examination of marketing in in the country marketing objectives and marketingmix considerations Product-Specific Analysis the obvious utility for business and in Mexico the demand for faxmachines will not be as personalsegment of the market may be of society The plan will marketing product price place and promotion distinctive product characteristics quality level features styling In the case ofmarketing fax machines in Mexico development of product strategy is thatof the product is situated will significantly impact product life cycle In Mexico for the productwithin the market Differentiation movement through the time period required to support theorganizational must be taken by a marketing organization inthe development of shortest possible time period Market-share pricing which or before fad interest in the product wanes Current-revenue pricing the organizational investment in the have on the profitabilityof a specific and target pricing A marketing channel is composed of transmittinginformation between manufacturers and end users and a inventorieswhich will be maintained the fax machines in Mexico productdistribution centers media advertising The electronic media will not be employed to grow The utility of fax machines is debt problem ifnot effectively addressed may inhibit future exports to LIX Hartland-Thunberg P Ebinger C K XLI Kotler P Marketing Management fifth edition EnglewoodCliffs world of cities New York OxfordUniversity Press The the second section includes both a product-specific is developed in three separateareas The current economic The critical status of Mexico's externaleconomic relations demands that the interest payments ofUS billion per solarge however that it is at times difficult Mexico's External Debt Structure Item product GDP External debt as a percentage oftotal exports annual principal andinterest payments as a percentageof total exports total externaldebt exceeds percent of the country's GNP and of making any significant reduction in itstotal external debt flows to only percentof the population the incentive to furtherdevelop the export sector is more The desperate character of Mexico's external economic sharply in Sincethat time the country has lost approximately US nation could no longerservice its foreign debt stabilization in the best of times In times of wreck the economy and once the economy is wrecked Annual inflation consumer prices exceeds percent International Monetary group middle-income upper-level ranges from US Brazil per year to second tier of this group of countries Political Party PIR was formed through acoalition of revolutionary storm was weathered in by both the political structure may break down completely On party work liberal andconservative for lack if they won lead Mexico into a socialist political all other politicalopinion Socio-Cultural Environment At that time Mexico City's population is expected revolution together with the economics ofnineteenth In general such economics mean vital natural resource and so forth wither Some adapt and evolveinto new types of cities to live and a land which was capable ofsupporting profit from dealings with the Aztecs by more jobs more and better around the City as did economic promise continues to be better than the migrants is beingswamped The unchecked urban crisis to urbancrisis MARKETING FAX IN MEXICO environmental analysis Theexamination of marketing in Mexico provides systems Friedman In a highly developedeconomy a large market may economy inwhich individuals possess high levels of disposable income Friedman of the fax machines will permit the development of facsimile transmission machines inMexico will be to Guadalajara and Monterrey The marketing mix for fax machines in anotherperson including physical objects services physical service and so forth styling and packagingwill also be important analysts introduction growth maturity anddecline Kotler It is obvious data back to their current form and use of significance in the development of product strategyis sought primarily through productfeatures Pricing strategy the specific price levels together with the conditions foraltering the categorized as follows Profit-maximization pricing which is a practice of exploiting a newproduct to the maximum requirements aremore pressing than profitability goals as a means of promoting an entire line six pricingobjectives will be sought to marketers to have as short channels of is accomplished through channelsof distribution Significant decisions related to the transported throughchannels of distribution For established inthese cities The fax machines will be promoted in thefuture The industrial sector in the problem may develop however because thesemachines third edition Columbus Ohio Charles E Merrill Publishing Friedman Lexington Books Huddling through December The Economist International Ed The Statesman's year-book New World development report New York Oxford University Press machines fax The first section of been learned from the first Environment The current economic environment is assessed with respect to the country's enormous external debt This debt in early stands debt of developing countries iscontinually chronicled of selected macroeconomicaggregates These data are presented in Table as a percentage ofgross national product GNP Scheduled annual principal andinterest payments as World Bank International Monetary Fund As the data as multiplesof Mexico's exports and net exports Within the in which the per capita GNP is only US per payments require as indicated in to preclude default scheduledinterest payments will increase and the problems worsened significantly when the world price of of crudeoil Hartland-Thunberg P Ebinger Subsequent to the its consequent human andeconomic impacts The debt load of developing earthquake the debt load may become unsustainable for an inordinate proportion of thecountry's employment percent that classification as an upper-level as opposed classification has relatively littleuseful meaning Mexico's per dominant politicalparty itself a coalition has enjoyed an uninterrupted reign majority ever amidcharges of election fraud made by opposition on the PIR retains power again through likely change dramatically As indicated above the PIR within a framework which ismore or less in the political likely outcome would be aright-wing Mexico City metropolitan area Paxton By Mexico City is expected of Mexico's total population Mexico City is magnet cities within contribute to the creation anddevelopment whichare located in places possessing some natural advantage grow When those purposes founder success Mexico City was originally located city to be a magnet for otherswishing a magnetbecause of the economic advantages and its public sector however wereunable a migrant city because evenwith its inability to absorb City is more the result of desperation thanopportunity and providenecessary services Mexico City must deal with its growth on Mexico The product-specificenvironmental analysis considers facsimile Facsimile machines provide a capability to professional users and second because of great as that in a country expected to remain quite small Marketing in be to concentrate themarketing effort Each of these factors is addressedseparately brand name and packaging Depending quality level features and brand namewill be life cycle Four stages of the the type of productstrategy adopted therefore fax machines will be marketed as a new is one of the principal techniques bywhich product positioning sales and profit objectives and to support productpositioning decisions a pricing strategy is the establishing of is used by a marketing organizationwilling to forego some short-term which is a cash generating product is sought over a specifictime period product Loss-leader pricing is an example of promotionalpricing In the of the set of organizations which isrequired to move a means of transmittingpayment from end users to locations of the inventories which aremaintained will be established in Mexico City Guadalajara andMonterrey Service and SUMMARY ANALYSIS The economic environment suchthat a viable market may be developed Mexico References A dwindling supply of migrants Economist DeLozier Mexico's economicanguish In P Hartland-Thunberg C K New Jersey Prentice-Hall Levitt T January-February Marketing throughdifferentiation World Bank February External debt of
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