this website may be useful for choosing a suitable company for this assignment.http://www.austrade.gov.au/suppliersearch.aspx?folderid=1736 If you're unfamiliar with Australian businesses, I'd suggest...

Name:
High House-International Marketing 1

Contents
Company Description ............................................................................................................................. 1
Core Competency and Sustainable Competitive Advantage ................... Error! Bookmark not defined.
Situation Analysis - SWOT analysis ....................................................................................................... 3
Industry Analysis ................................................................................................................................ 3
Competitor Analysis ............................................................................ Error! Bookmark not defined.
Target Market for International Marketing- INDIA ........................................................................... 4
Customer Analysis .............................................................................................................................. 6
Market-Product Focus .............................................................................. Error! Bookmark not defined.
Marketing and Product Objectives ....................................................... Error! Bookmark not defined.
Points of Difference ............................................................................................................................ 7
Target group ........................................................................................................................................ 7
Positioning .......................................................................................................................................... 7
Marketing Mix ........................................................................................................................................ 8
Product strategy .................................................................................................................................. 8
Price Strategy ...................................................................................................................................... 8
Promotion Strategy ............................................................................................................................. 9
Place (Distribution) Strategy ............................................................................................................. 10
References ............................................................................................................................................. 11
High House-International Marketing 2

Introduction
High House is an enterprise initiative by Staffordshire University to develop and market
wallpaper. The project is led by the staff of the university who has expertise in the area of the
wallpaper design and history and is based in the Faculty of Arts, Media and Design. The
collections have been brought into picture by the two lecturers of the university: Dominic
Marshall and Lisa Wolfe along with the industry experts. The designs are featured by the
recent graduates and students with association with the local market along with the inputs
from the heritage sector and professionals from the industry and opportunity to create world
class wallpaper designs. The enterprise started with the in-University made wallpaper and
fabric and wants to transform these basic products into stationery and interior accessories.
The wallpapers and fabrics are made in the UK and hence have English essence to them and
keep the carbon footprints very low as it requires less transit before it can be distributed
across UK. The project aims to capture the affluence consumer’s mind at first followed by
venturing into the international market which offers growth and market potential.
Export Readiness - Competitive Advantage
Designed by students: The wallpapers has been designed by students and the faculty
members who have been working in art Faculty of Arts, Media and Design of university and
hence boasts of innovative and fresh designs.
Rich and affluent look: The designs are made to attract the rich and affluent members of the
society which means that wallpapers depict the prosperity and grandeur.
English Style: The wallpapers and the fabric are totally manufactured in UK and designers
have kept the theme of papers as ancient history of England portraying the English look and
feel.
High House-International Marketing 3

Export Readiness- Situation Analysis
Export Readiness - Industry Analysis
The market for wall paper has been affected negatively in past five years because of the
global economic downturn. Since wallpaper is a non-essential product and sometimes falls
into the luxury segment it got affected more than the essential products and services. The
consumer perceptions and the preferences have also changed in the recent years because of
increase emphasis on the savings. The only segment which continues to spend on interior
Strengths
1.Targeted towards rich and affluent
2. manufactured in UK
3.Competitively Priced
4. English in style and look
Weaknessess
1. No existing brand value
2. Low credibity of student designers
3. Large number of competitors in the
market
4. Investments to scale up the operations
can be a problem
Threats
1. Loe entry barrier and large number of
sunstitute products
2. Negetive brand positioning due to
start up image
3. Saturated home market becaue of
large number of competitors
4. high bargaining power of consumers
Opportunities
1. Innovative...