The Hess AG (further called Hess) is a medium-sized company, located in Villingen-Schwenningen, Germany. It was founded in 1948 with only eight employees by Willi Hess as a small metal foundry. Throughout the years the company has grown continuously and began producing street lighting in the seventies. In cooperation with architects and industrial designers the company oriented toward creation and production of sophisticated lighting concepts and developed to one of the world’s leading manufacturers of decorative and architectural street and outdoor lighting. Hess makes his mark with outperforming technological and sustainable products and reference projects like the lighting concept of the Olympia Park in Beijing (Hess AG, 2010a).
Following Hess’ growth and expansion strategy (Hess, 2010) this paper is going to analyse the Hess company internationalising into another country market. Possible markets will be detected and evaluated. Moreover, an appropriate entry method and a marketing strategy to penetrate the chosen market will be developed.
... (part of conclusion):
To meet drivers of internationalisation such as economies of scale, managerial urge and high demand of innovative and sustainable lighting solutions, Hess as a German elite global market leader should enter Australia as a further step of growth. With its technological competences to produce sustainable high quality products and a strong brand it can compete and deal with the industry forces on the Australian market. However, Australia entails differences to the German market. A detailed evaluation of entry methods resulted in the establishment of a region centre including a marketing department as the most reasonable solution. The mutual exchange of experiences enables sales forces and marketers on the spot to position and penetrate the market effectively.
Inhaltsverzeichnis (Table of Contents)
- Introduction
- Hess - facts and figures
- Hess going global
- Choosing the right country
- Entering Australia
- A country profile
- Choosing the entry mode
- Penetrating Australia – the marketing plan
- Segmenting the market
- Positioning
- Implementation and budgeting
- Conclusion
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This paper explores the internationalization strategy of Hess AG, a German manufacturer of sophisticated outdoor lighting concepts. The objective is to analyze the potential for Hess to enter a new market and develop a comprehensive marketing plan for achieving the company's international growth objectives.
- Analyzing Hess's internationalization drivers and opportunities
- Identifying and evaluating suitable target markets for expansion
- Developing an appropriate entry mode for the chosen market
- Formulating a comprehensive marketing strategy for market penetration
- Assessing the implementation and budgeting requirements for the chosen strategy
Zusammenfassung der Kapitel (Chapter Summaries)
- Introduction: This chapter introduces Hess AG, providing information on the company's history, size, product portfolio, and current international presence. It also highlights the company's growth strategy and ambition to expand into new markets.
- Choosing the Right Country: This chapter delves into the process of selecting a suitable country for Hess's international expansion. It explores various analytical frameworks and considers factors such as market potential, economic climate, and political stability.
- Entering Australia: This chapter focuses on Australia as the chosen target market for Hess. It presents a detailed country profile, analyzing the relevant economic, political, social, and technological factors. It also discusses the various entry modes available to Hess and the pros and cons of each option.
- Penetrating Australia - The Marketing Plan: This chapter outlines the marketing strategy for penetrating the Australian market. It examines the target market, the positioning strategy, and the implementation plan. The chapter also considers the budgeting requirements for executing the marketing strategy.
Schlüsselwörter (Keywords)
Key terms and concepts explored in this work include internationalization, market entry, international marketing, marketing strategy, market segmentation, positioning, target market, entry modes, country profile, PESTLE analysis, SWOT analysis, and budgeting.
- Arbeit zitieren
- Benjamin Buchwald (Autor:in), 2011, Internationalisation of the Hess AG, München, GRIN Verlag, https://www.grin.com/document/174224
