Marketing plan for Fletcher Company in Sweden
Marketing Plan for Fletcher Building Company in Sweden
Southern New Hampshire University
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Marketing plan for Fletcher Company in Sweden
TABLE OF CONTENTS
Marketing Plan
Executive Summary
Plans
Marketing Objectives
Market segmentation
Targeting
Positioning marketing
Marketing Mix
Product
Place
Promotion
Pricing
Research Proposal
Research Question & Objective
Methodology & Data Collection
Respondents
Limitations
International Marketing Drivers
References
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Marketing plan for Fletcher Company in Sweden
Marketing Plan
1.0 Executive Summary
An environmental analysis was carried out on two countries to determine the most
suitable one for the entry of Fletcher Building, in a bid to expand internationally. The New
Zealand based building company is involved in the construction of houses and the provision of
building materials. The company has its headquarters in Auckland, with its operations spreading
globally with a record of 18000 employees in all of its workstations (Mochtar & Arditi, 2010)
After an intensive analysis to determine the best international destination for the Fletcher
Company, Sweden was chosen as the best market to launch Fletcher products and services
Sweden has a well-developed economic, legal, and political environment. According to Turner &
Hedman (2014), the Swedish levels of disposable income per household, as well as the education
levels of the citizens, have come to appreciate quality building services and materials. Similarly
the low levels of unemployment with a high GDP per capita in Sweden means that the company's
entry into the country would integrate more technology into the production of plasterboards and
other more innovative products. Subsequently, the government's facilitation and support of open
trade policy would be advantageous to the fletcher company as it will be able to export its
products quickly. In regards to labor, Sweden is known to have a highly-skilled workforce, who.
with the help of the adopted technology, would benefit the Fletcher company in establishing its
offshore activities.
The real estate market in Sweden has maintained its strength and stability for the past two
decades, even though the 2009 recession. Although their industry has maintained its durability,
the tightening amortization requirements, especially in the contraction of private housing, has
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