Got a tricky question? Receive an answer from students like you! Try us!

Cowan Bowman Associates International Marketing - Essay Example

Only on StudentShare
Masters
Essay
Miscellaneous
Pages 20 (5020 words)

Summary

Aim of the Paper: Cowan Bowman Associates (CBA) has the plans to expand its markets globally. The purpose of the paper is to: 1) select and justify the counties CBA should expand to, 2) suggest appropriate market entry strategy, 3) device a marketing plan for the chosen market.

Extract of sample
Cowan Bowman Associates International Marketing

At the inception of the company Cowan Bowman had the intention of developing the software for the international market. For they knew that if they supplied the products in only the domestic market, the company will have limited growth. In 1984 company launched Business package, a product developed to automate accounting functions and produce invoices and the accounting statements. The product met with immediate success leading to market development in New Zealand and Australia.
1) Business Package: This was the first software developed, in - house, by the company. It was designed to automate accounting functions and produce invoices and the statements for the medium-sized organizations with senior book keeping functions.
3) Corporate Series: This was designed as a more sophisticated package for incorporating foreign currency transactions. It was targeted at larger organizations consisting of groups of companies or subsidiaries that required a full accounting department or treasury.
company were marketed only in New Zealand. The company distributed its products through its dealers; it had no direct selling strategy. The marketing strategy of the company for the softwares developed by it consisted of three-tier dealer network as follows:
3) For Corporate Series: This is the specialized software hence a small group of carefully selected, technically skilled, computer companies and chartered accountancy firms were appointed as the dea ...
Download paper
Not exactly what you need?

Related Essays

International Marketing-Marketing Strategy
Menopause in women usually start at the age of 40 that's when they have problems getting sexually aroused, hence Pfizer Pharmaceuticals have solved the problem. The product is specially designed for females of Germany as a large proportion of the female population lie in between the age of 40 - 55.…
3 pages (753 words)
Marketing and International Retailing
64), and that certain iue relating to corporate ocial reponibility are placed within the ame trategic context a, for example, pricing and continuity of upply.…
18 pages (4518 words)
Domestic vs. International Marketing
One of the differences between domestic marketing and international marketing is that domestic marketing is considered to be easier than international marketing because a company doing local marketing already understands the local/country customs and norms. The focus then is effective marketing. On the other hand international marketing is usually more difficult because literal translation can often turn off prospects. Other differences include the uncertainty of different foreign business environments that are not in domestic marketing. This is because there is a difference in infrastructure,…
4 pages (1004 words)