产品汇总(亚洲市场) 双语版

1. Introduction• CompanyAllstar Brands-Allsmile toothpasteAllstar Brands is an international consumer goods enterprise which produces and sells prescription pharmaceuticals, nonprescription drugs and fast moving consumer goods. It has many leading brands in all kinds of product categories in regional markets. The consumer products division includes various types of packaged goods such as soaps, shampoo and toothpaste. In recent decades, Allstar has expanded the product category width through internal new product development and acquisition of brands and companies around the globe. Recently the enterprise was reorganized into a global product management structure with three major divisions including ethical drugs, consumer healthcare, and consumer products. A group of category managers are within each division. Under the new structure, each division is responsible for its own international operations and can pick the products and categories to pursue internationally. This business plan is aimed at the marketing of Allsmile, a toothpaste of Allstar Brands in Asian market.(Feick et al, 2003)• SituationFrom the perspective of the market development, oral hygiene products in Asia market has entered into the mature period. The degree of market segmentation is high, brand loyalty plays a main role, and price competition is very fierce. As for the market supply field, the size of the Asian market is relatively stable and the market growth rate is low. Seeing from the market demand angle, personalized needs get intense day by day. The pursuit of new feeling, health, whitening, natural, full effect are still the mainstream of toothpaste products. In terms of the brand structure, market concentration is very high, several multi-national toothpaste brands occupy the most markets all around the world. Looking from the product structure, market segmentation becomes more obvious, many new products exist, and the products with special feeling and diverse functions are widely accepted by the market. As for the region and price structure, toothpaste products in urban markets tend to achieve further vocational development while in rural markets, the sales of low price products rise rapidly.(Berger, 2011)Last but not least, in terms of the market share of some major brands. The main brand group in Asian toothpaste market roughly includeBritesmile Bancav, Clean & White Caregate, Dentacare and Eversmile. (Feick et al, 2003)2. Goals for Asia• What to achieve and why (be specific, give some metrics)The main market terminals in Asia will be China, Japan, India, South Korea, the Philippines and Thailand.Total Sales of the current year: $0.6 billion;Gross profit: $0.2 billion;Gross margin: 30%;Net profit: $0.18 billionMarket share:15%The marketing goal is decided as the toothpaste products develops rapidly and the Asian market potential is tremendous.From statistics of the manufacturer toothpaste sales by Country Market in the last six years, all of the six Asian countries mentioned above increased year by year. For instance, the sales in India five years ago was $398 million, while in the current year, the number is as large as $ 694 million. In China, the sales has raised from $1409 million to $2094 million within six years.As a result, the toothpaste market in Asia still has great space for development. Currently Asia's per capita toothpaste consumption has not reached the international average level, so the potential market is huge. The potential source is not just the conservative 4 billion population till 2050, but also the the growing rate of brushing teeth among Asian people and their growing oral health awareness. (Feick et al, 2003)• Risks involved and likelihood of accomplishing goalsWhile the marketing goal of Allsmile toothpastes being executed by the marketing staff, several other toothpaste with large share may take relevant measures. If several brands take the measures of the promotions, discounts or price-cutting competition, it is likely to cause everybody have no profit or even loss. However in general, this kind of phenomenon is unlikely to appear. In addition, when improving sales channels, at the same time, Allsmile may lose the share of several original marketing channels, thus will result in a pyrrhic victory. Last but not least, there are some risks in personal selling and business promotion aw well. Without large capital investment, these measure may not reach the designated effects. (Kotabe&Helsen, 2010)3. Overall Competitive Strategy for Asia (core of the plan)• Situation analysis and SWOTStrengthsAllstar Brand is a world-leading consumer goods company with a long history Abundant capitalMature marketing capabilitiesAdvanced technologies and equipmentClear brand and strategic positioningStrong product competenceHigh quality productsAccurate market segmentationSound supply chain management systemDiverse marketing channelsWeaknessGlobal operation and management mode may cause the response lag in Asian market Although there are various products, the differences are just the package and spice. They are lack of the innovations in raw materials and functions. (Kotabe&Helsen, 2010)Stick to the international management experience and unwilling to changeDifferent age groups have different consuming habits. As for the elderly, they are used to some local brands, let them accept a new brand is difficultMultinational management is difficult. Due to the differences in culture and values, there will be some contradiction within the company, and thus increase the difficulty of management.High cost. The investment in consumer research, advertising planning and product research may increase the cost.Compared with similar products, its product differentiation is not obvious.While comparing with domestic brands, its brand affinity is not strongOpportunitiesConsumers’living standards improve, the concept of life changes, they begin to pursue health life. Dental health attracts more and more attention, market growth of toothpaste speeds up.As people’s consumption habits change, they strengthen the brand preference and decline the sensitive degree of price.Domestic national enterprises develop slowly and even atrophy, lack of competitiveness (Kotabe&Helsen, 2010)ThreatsSeveral large brands have already occupied the marketSeveral local brans are developing fastlyLack of local characteristics• Basis for competing effectively in the long run (specify an overall competitive strategy)Understand and adapt to the different needs of Asian consumers and expand consumer objects constantly. Long-term marketing plan include four categories, products, positioning, marketing channels and marketing strategy.1. Update the product combination and replace the packaging of the products in order to increase specific groups’ interest and thus promote consumption.2.Divide the toothpaste positioning in high-grade, middle-grade and low-grade. Therefore consumers will have more choosing space.e all kinds of channels like modern supermarkets, wholesale markets, terminal direct selling and chain pharmacies to enhance the brand competitiveness and maximize the enterprise profit.(Kapferer, 2012)4.Take use of personal selling, business promotion and other marketing strategies to. encouraging consumers to take purchase behavior effectively. Besides, it will help actively explore new markets. (Ataman et al, 2010)• Resources and capabilities of the firmTangible resources (all kinds of consumer goods, materials, equipment, facilities, workplace)Financial resources( value over $8.9 billion)Human resources (sound HR management system)Intangible resources(trademark, patent, technology, corporation culture, brand image etc.)References:Ataman, M. B., Van Heerde, H. J., & Mela, C. F. (2010). The long-term effect of marketing strategy on brand sales. Journal of Marketing Research, 47(5), p866-882.Berger, A. (2011). A Strategic Analysis of Colgate´ s toothpaste product line. GRIN Verlag. p7-13Feick, L., Roth, M., Deighan, M., & James, S. (2003). Country manager: The international marketing simulation. Charlottesville, Virginia: Interpretive Software Inc. P7-18Kapferer, J. N. (2012). The new strategic brand management: Advanced insights and strategic thinking. Kogan Page. p45-55Kotabe, M., and Helsen, K., (2010) Global Marketing Management (5th ed), John Wiley and Sons, Brisbane.p130-136。

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记录价格||破记录价格record pirce收盘价||稍跌的价格close price收盘行情closing pirce竞争价格competitive price加价价格cost plus price保证金付清后价格exhaust priceextra price平价||相当价格fair price实价||固定价格firm price发行价格issue price高价high price低价low price清算价格(美) making-up price造币价格(纯金) mint price廉价||低价moderate price名义价格nominal price最低价格||成交价格lowest price最低价格||成交价格rock-bottom pirce 最高价格ceiling price最低价格floor price报价||报盘价offered price公定价格||官方定价official price黑市价格black-market price包括一切费用的价格overhead price质量单位价格per quality unit price现行价格present price||price current 禁止价格prohibitive price开价||报价quoted price克己价格||竞买最低价reserve price零售价格retail price批发价格wholesale price双方议定价格settling price场外价格||交易所外价格street price预约价格subscription price卷尺价格tape price内部行情trade price||inside price两种价格two prices单价||单位价格unit price最低价格||开拍价格upset price广大价格||行情价格wide price商品价格协会price association标价price card价格协定price cartel价格波动price fluctuation物价指数price index||price numbers限价price-limit||limit价格表price-list价目记号price mark价格变动price movements交易价格||议定价price negotiated价格条款price terms加上费用价格price plus投标价格price tendered工资price wages||price-work装运港船上交货价格F.O.B. price||Free on board price装运港船上交货并含平仓费在内的价格F.O.B. & Trimmed price船边交货价格F.A.S. price||Free alongside ship price到岸价格(成本+运费+保险)C.I.F. price||Cost, insurance, and freight price成本加运费价格C. & F. price||Cost & freight priceCIF加佣金和利息价格C.I.F. & C.I. price||C.I.F. Commission, Interest price CIF加汇费价格C.I.F. & E. price||C.I.F. & Exchange price含全部费用的价格franco price现场交货价格loco price卡车交货价F.O.T. price||Free on Truck price码头交货价free docks price目的地码头交货价Ex quay price工厂交货价Ex factory price目的地船上交货价EX ship price||free overside price火车站交货价At station price含铁路运费价格On rail price到岸价格||陆上交货价landed price关栈交货价||保税仓库交货价Inbond||bond price完税后交货价格Duty paid||Ex customs compound完税前交货价格Duty unpaid price。

妙文翻译公司翻译样稿新加坡市场分析1、新加坡市场调查我们委托新加坡本地广告公司，于2007年3月起至2007年7月，在新加坡进行了为期4个月的商务调查，调查的主要内容是：统计新加坡国内共计706家中高档餐馆的点餐、结算方式及营业状态。

调查结果显示，在接受调查的706家中高档餐馆中，使用传统笔录式点餐方法的餐厅有674家，采用触摸屏点菜的餐厅有15家，而安装了“PDA无线点菜系统”的餐厅仅11家。

而在还没有安装PDA点菜系统的695家餐厅中，有527家餐厅的经理在听完我们的产品介绍以及预售价格说明和售后服务说明后，明确表示有兴趣购买；而其他餐厅负责人因为考虑到系统的稳定性等因素而采取观望的态度。

也就是说“无线PDA点菜系统”在销售初期就有望达到75%以上的销售成绩。

新加坡作为著名旅游国家，中高档餐厅高达4500家以上，“无线PDA点菜系统”的广泛使用将会提升新加坡餐饮业的整体素质。

05001000图4：市场调查分析图2、同类产品现状经过此次市场调查，我们发现，11家使用PDA点菜系统和15家使用触摸屏点菜的餐厅的生意普遍好于其它同类餐厅，除了餐厅自身的食物水准、装修环境及服务等原因外，新型点菜系统也为他们节约了大量的成本和时间。

快捷、迅速、无错的点菜记录方式，清晰明了、分毫不差的帐单，都让他们赢得了顾客的好评。

举例说明，使用PDA无线点菜系统的餐厅不再出现顾客点菜上单之后才发现已没有材料的现象，更没有发生将食物送错桌号，或是取消的食物仍旧出现在帐单上的事情，这些都在无形中提升了餐厅的档次和口碑。

然而因为出于人力成本及制造成本等因素限制，新加坡国内并没有能够开发“PDA无线点菜系统”的企业，所以这些餐厅正在使用的此类产品均位日本产品。

这些日制产品普遍存在三个问题：a) 由于本地系统用户很少，无法建立起一个稳定、正常、及时、迅速的售后服务体系；b) 产品销售价格非常高，制约了产品的市场推广；c) 无法实现设备新增功能的及时更新。

ZT外国超‎市物品名称‎（中英对照‎）在新西‎兰和澳洲的‎食品, 可‎在超级市场‎、传统摊位‎市场、杂货‎店购买, ‎而主要是在‎超级市场。

‎超市分类清‎楚, 很容‎易辨认, ‎分类牌大多‎置于货架上‎方, 可由‎此找到您要‎的物品。

‎Bis‎c uits‎饼干类‎Snac‎k s零‎嘴Cr‎i sps‎各式洋芋‎片C‎o nfec‎t ione‎r y 糖业‎类 Pet‎. Foo‎d宠物‎食品T‎o ilet‎r ies‎厕所用品‎Ce‎r eals‎榖类食‎品Po‎u ltry‎家禽类‎Pic‎k les‎各式腌菜‎以下‎将常用的食‎品的中英对‎照作整理,‎以方便大‎家采购: ‎A. 肉‎品类 (鸡‎,猪, ‎牛)B‎.海产类‎C. ‎蔬果类‎D. 其它‎A.‎肉品类‎(鸡, 猪‎,牛) ‎鸡以身体‎部位分：‎Fres‎h Gra‎d e Le‎g s 大鸡‎腿 Fre‎s h Gr‎a de B‎r east‎鸡胸肉‎Chic‎k en D‎r umst‎i cks ‎小鸡腿 C‎h icke‎n Win‎g s 鸡翅‎膀其它‎部位及内藏‎，英国人都‎不吃，或给‎猫、狗吃的‎。

猪肉‎则分：‎M ince‎d Ste‎a k 绞肉‎Pigs‎Live‎r猪肝‎Pigs‎feet‎猪脚 P‎i gs K‎i dney‎猪腰‎P igs ‎H eart‎s猪心‎P ork ‎S teak‎没骨头的‎猪排P‎o rk C‎h ops ‎连骨头的猪‎排 Rol‎l ed P‎o rklo‎i n 卷好‎的腰部瘦肉‎Rol‎l ed P‎o rk B‎e lly ‎卷好的腰部‎瘦肉连带皮‎Pork‎saus‎a ge m‎e at 做‎香肠的绞肉‎Smo‎k ed B‎a con ‎醺肉 Po‎r k Fi‎l let ‎小里肌肉‎Spar‎e Rib‎Pork‎chop‎s带骨的‎瘦肉 Sp‎a re R‎i b of‎Pork‎小排骨肉‎Por‎k rib‎s肋骨可‎煮汤食用‎B lack‎Pudd‎i ng 黑‎香肠P‎o rk B‎u rger‎s汉堡肉‎Pork‎-piec‎e s 一块‎块的廋肉‎Pork‎Drip‎p ing ‎猪油滴 L‎a rd 猪‎油Ho‎c k 蹄膀‎Cass‎e role‎Pork‎中间带骨‎的腿肉‎J oint‎有骨的大‎块肉‎牛肉‎Ste‎w ing ‎B eef ‎小块的瘦肉‎Stea‎k & K‎i dney‎牛肉块加‎牛腰F‎r ying‎stea‎k可煎食‎的大片牛排‎Mimc‎e d Be‎e f 牛绞‎肉Ru‎m p St‎e ak 大‎块牛排 L‎e g Be‎e f 牛键‎肉OX‎-Tail‎牛尾 O‎X-hea‎r t 牛心‎OX-‎T ongu‎e s 牛舌‎Barn‎s ley ‎C hops‎带骨的腿‎肉Sh‎o ulde‎r Cho‎p s 肩肉‎Port‎e r Ho‎u se S‎t eak ‎腰上的牛排‎肉Ch‎u ck S‎t eak ‎头肩肉筋、‎油较多 T‎e nder‎i sed ‎S teak‎拍打过的‎牛排[‎注]牛杂类‎在传统摊位‎市场才可买‎到，超级市‎场则不贩卖‎。

黄⽟⽶ Yellow Maize ⾼粱 Kaoliang 荞麦 Buchwheat 蓖⿇籽 Gastorseed ⾕⼦ Millet in Husk 葵花籽 Sunflowerseeds 糜⼦ Bromm Corn Millet 黄⼤⾖ Yellow Soyabeans 稗⼦ Tare Seeds ⼩粒黄⾖ Small Yellow Soyabeans 红粘⾕ Red Glutionous Millet in Husk 线⿇籽 Hemp Seeds 黄⾖粕 Soybean Meals ⼩⽩芸⾖ Small White Kideny Beans 通化葡萄酒 Tung Hua Grape Wine 淡花芸⾖ Light Speckled Kidney Beans 中国⼈参酒 Chinese Ginseng Chiew 红花芸⾖ Red Speckled Kidney Beans ⿅茸三鞭酒 Shen Rong San Bian Chiew 红⼩⾖ Small Red Beans 松⼦仁 Pinenut Kernels 绿⾖ Green Beans ⽩⽠籽 Pumpkin Seeds 黄芸⾖ Yellow Kidney Beans ⼭葡萄浓缩汁 Wild Grape Concentrate Juice ⼤⽩芸⾖ Large White Kidnet Beans 罐头类 Canned Food 青仁青⾖ Green Soybeans With 清蒸猪⾁ Steamed Pork 葵花粕 Sunflowerseed Meals 清蒸⽜⾁ Steamed Beef 番茄酱 Tomato Paste 薇菜⼲ Dried Osmund 甜⽟⽶ Sweet Corn 盐渍蕨菜 Salted Bracken ⽜尾汤 Ox Tail Soup 盐渍椒叶 Salted Paprika Leaf ⾖豉 Ball or Bean Past 活⽜ Live Cattle 珠葱 Bulb Onion 冻去⾻分割⽜⾁ Frozen Boneless Beef Cuts 吉林⽩蒜 Jilin White Garic 冻卷⽺⾁ Frozen Rolled Mutton 冻分割⾁⽤鸡 Frozen Broiler Parts 冻填鸭 Frozen Duck Crammed。