Chat with us, powered by LiveChat Electronic Cars Preliminary International Marketing Plan Assignment | All Paper
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Attached within “images 1-3”, you will find the guidelines to this paper with each section explained. This task asks for a preliminary international marketing plan. We were asked to select a specific country and product to introduce within that country. My country is CHINA and the product is ELECTRONIC CARS.Attached within “doc (7)” is an example of this essay on a different topic. The sample marketing plan introduces 3D printers into Israel. This can be used to help structure the paper and properly follow the marketing plan guidelines provided.
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Executive Summary
3D printing is now starting to revolutionize manufacturing. 3D printing can be one of the 12
disruptive technologies by 2025. It is making its way into simple parts to customized production
with the use of engineering. Industries who are adapting 3D printing are aerospace, defense,
healthcare and even industrial production. Nearly every major market research company is
investing in 3D printing. Many analysts predict that the market will triple in size in the next 5
years. With recent efforts to push 3D printers in every home, eventually it will cost as little as
$550 by 2016. [1] Shapeways, a Philips company are looking to venture into Israel, in the belief
that 3D printing will be ushered and diffused better due to the natural zest for innovation which
the country possess. Shapeways is also looking to expand its presence in the market, globally.
As of current Shapeways business rely on printing designs for industrial clients as well as
consumers. They now wish to enter 3D manufacturing. Israel is a viable option to propel 3D
printers and expedite its potential for mainstream adoption and increase market share. Israel
is one of the most technological countries in the world. Among the many products which can be
generated by 3D printing, such as weapon parts for military printed on-location and medical
models for hospitals. Israel is the birthplace of the UAV and one of the world’s major exporters
of military equipment and world’s top 100 arms-producing and military services [2]. With a
budget of $23 billion solely for defense expenditures to protect a populace of only 8 million, it
puts Israel at the top 14 of the world. Israeli’s culture which includes a creative environment
which allows them to be more receptive to the technology of 3D printing. With a GDP of $273.7
Billion and 3.3% growth annually [3], coupled with the high Israel business freedom, it will be a
practical place to invest. Focusing on a business to business approach concentrating on
industries such as defense, aerospace and healthcare yet, still is able to offer a sophisticated
small scale 3D printer for home use. Shapeways will be entering a joint venture with a company
called Something3D, initially a garage-start-up. The company has since then grown and have
created strides locally by creating a more sophisticated product than those offered by
companies like MakerBot. The new joint organization will be called “Generat3D” and will
become a separate entity.
This paper will discuss the situation analysis, the target market, its objectives, strategy and
tactics and marketing initiatives as well as explain its value chain and price determinants
together with a pro forma financial statement. Reflected on the Pro forma statement is the net
loss the company will be experiencing during the first 3 years. Which is an expected
extraordinary loss due to extensive marketing efforts to educate industries and consumers,
brand name building and talent and skill recruitment and employee retention. The initial step is
geared towards solid international corporate planning which essentially means long term
incorporation of goals for the enterprise as a whole. The future outlook of the 5 year projection
will offer not only an increase in profit but also access to sophisticated and technology oriented
customers which will impart a bigger impact creatively for the name brand of Generat3D,
hence, a more global diverse marketing talent which may lead to new approaches.
Shapeways
Shapeways is a Dutch founded, New York based 3D printing marketplace and service, Users
design and upload 3D printable files, and Shapeways prints the objects for them or others.
Users can have objects printed from a variety of materials, including food-safe ceramics.
Shapeways printed and sold more than one million user-created objects. On October 19, 2012
Shapeways opened a new ‘3-D printing factory’ in Queens, New York that could house 50
industrial printers and churn out millions of consumer-designed products a year [4]
Shapeways began as a spin-off of Royal Philips Electronics, the Netherlands in 2007. It was
founded by Peter Weijmarshausen, Robert Schouwenburg and Marleen Vogelaar and the idea
came forth at the Philips design department. It achieved further development under the
`Philips Lifestyle Incubator` program which offers support for start-up companies with
innovative ideas. They are looking to expand and partner with a company called “Something
3D.”
Something 3D
A company who, unlike many CAD/CAM software based firms, is actually creating 3D printers .
Currently they are attacking the professional/consumer market such as academia and industrial
designers by selling their devices at relatively competitive price of only 9,500 NIS. While gaining
a substantial standing in this market, ‘Something 3D’ is also hoping to make 3D printing more
accessible and affordable to the population as a whole in Israel. [5]
Part of the reason why ‘Something 3D’ is able to sell printers at a low price is due to the
expiration of patents on fused deposition modeling which led to an increase in competition .
This phenomenon has led to the opportunity to buy a personal 3D FDM (fused deposition
modeling) home printer for as little as $1K today when they cost as much as $30K just a few
years back. The same report notes how with global sales of 3D printed products between $230
and $550Bn a year. The majority of this impact, they report, will be more from consumer use
followed by direct manufacturing.
Their systems are significantly less expensive than any comparable MakerBot 3D printers. The
company’s co-founders, which include Molcho, a former CEO of a multibillion dollar
manufacturer of steel pipes, and his partner Dotan Koskas as the system’s designer, are
confident their product differentiation are their size, technology (quadruple extruder and
resolution up to 50 micron) which will make their 3D printer rapidly take hold in markets
outside of Israel as well.
The Innovation
3D Printing
3D printing or additive manufacturing is a process of making three dimensional solid objects
from a digital file. The creation of a 3D printed object is achieved using additive processes. In an
additive process, an object is created by laying down successive layers of material until the
entire object is created. Each of these layers can be seen as a thinly sliced horizontal crosssection of the eventual object.
This virtual design is made in a CAD (Computer Aided Design) file using a 3D modeling program
(for the creation of a totally new object) or with the use of a 3D scanner (to copy an existing
object). This scanner makes a 3D digital copy of an object and puts it into a 3D modeling
program.
To prepare the digital file created in a 3D modeling program for printing, the software slices the
final model into hundreds or thousands of horizontal layers. When this prepared file is
uploaded in the 3D printer, the printer creates the object layer by layer. [6] The 3D printer
reads every slice (or 2D image) and proceeds to create the object blending each layer together
with no sign of the layering visible, resulting in one three dimensional object .
Where to initially globalize
State of Israel
Israel gained independence in 1948, and its vibrant democracy remains unique in the region.
Prime Minister Benjamin Netanyahu, re-elected in January 2013, leads a right-of-center
coalition government. Israel has developed a modern market economy with a thriving hightechnology sector that attracts considerable foreign investment because of reliable property
rights. Despite the constant threat of terrorism, Israel’s economy remains fundamentally
sound, growing by over 3 percent in 2013. Currently, Israel is one of the most highly developed
and industrialized countries. Israel, “the Startup Nation”, is a significant player in the field of 3D
printing. Cimatron (CIMT), a top ranked CAD/CAM software company [7] is based in Israel and
has subsidiaries in 40 countries representing every global region. The percentage of Israelis
engaged in scientific and technological inquiry, and the amount spent on research and
development (R&D) in relation to gross domestic product (GDP), is amongst the highest in the
world.
Furthermore, Israel ranks higher than the world’s average in business freedom. Israel’s average
tariff rate is 0.7 percent. The government has worked to facilitate trade; they have changed
their financial system functions without undue government influence. Israel maintains some
sectorial restrictions on foreign investment but generally welcomes investment. Their Credit is
allocated on market terms, and relatively sound regulation and supervision assure free flows of
financial resources. Israel has also signed free trade agreements with the European Union, the
United States, the European Free Trade Association, Turkey, Mexico, Canada, Jordan, Egypt,
and on 18 December 2007, became the first non-Latin-American country to sign a free trade
agreement with the Mercosur trade bloc.
State of Israel Snapshot
8.060 Million
$290.6 Billion
3.3% growth
3.6 % 5-year compound annual
growth
$34,770 per capita
Unemployment
6.7%
Inflation (CPI)
1.5%
Population
GDP (PPP)
Official language
Modern Hebrew, Arabic and
English
Literacy rate
97.1%
Life expectancy
82 years
MilitaryExpenditure 23.2 Billion
Target industry sectors in Israel
Israel ranks fourth in the world in scientific activity, as measured by the number of scientific
publications per million citizens. Israel’s percentage of the total number of scientific articles
published worldwide is almost 10 times higher than its percentage of the world’s population .
Despite its small population relative to other industrialized nations around the world, Israel has
the highest number of scientists, technicians, and engineers per capita in the world with 140
scientists, technicians, and engineers per 10,000 employees. In comparison, the same is 85 per
10,000 in the United States and 83 per 10,000 in Japan.

Science and technology industry – Israeli scientists have contributed to the
advancement of the natural sciences, agricultural sciences, computer sciences,
electronics, genetics, medicine, optics, solar energy and various fields of engineering. [8]
Israel is home to major players in the high-tech industry and has one of the world’s
technologically most literate populations. Tel Aviv was named by Newsweek as one of
the ten technologically most influential cities in the world. In 2012, the city was also
named one of the best places for high-tech startup companies, placed next to
California’s Silicon Valley. Around 35% of Israel’s exports are technology related. Israel
is one among the top five in space science.

Education – Israel’s quality university education and the establishment of a highly
motivated and educated populace is largely responsible for ushering in the country’s
high technology boom and rapid economic development. With its strong educational
infrastructure and high quality incubation systems for new ideas boasts a high
concentration of high-tech industries in Israel, which are backed by a strong venture
capital industry.

Aerospace – Israel is also known for its innovations in defense industry. Israel developed
the first unmanned aerial vehicle (UAV) with real-time surveillance. This amazing nation
is among the few nations in the world that have modern electric car infrastructure.

Defense – Israel is one of the world’s major exporters of military equipment, Israel is
known to be one of the world’s top 100 arms-producing and military services. The
Defense industry in Israel is an important sector and is a major player in the global arms
market and is the 11th largest arms exporter in the world as of 2012. There are over 150
active defense companies based in the country with combined revenues of more than
$3.5 billion annually. Israel is considered to be the leading UAV exporter in the world.
With the dawn of cheaper printers and better software, the military’s use of 3-D printing
is skyrocketing. Scientists and officials involved in the services’ efforts believe that
troops may one day be able to make fully-functional printed objects even while on the
battlefield or onboard a ship. The Army has deployed two 3-D printers in Afghanistan to
provide soldiers with small parts on demand, and some service officials have called for
more widespread distribution. The goal isn’t to create printed items that would replace
existing product lines, but to provide short-term solutions when parts break onboard a
ship, he said. Having a printer will also give sailors the opportunity to “play with the new
technology and come up with ways it can be useful.

Healthcare – Israeli hospitals have treated hundreds of victims of the Syrian civil war.
Also, 3D printers are increasingly being used by dentists for advanced procedures.
Producing plates, veneers, dentures, implants and the like is custom work. In digital
dentistry, dentists forgo physical impressions and use intra-oral scanners, which provide
a full view of the anatomy of the mouth, jaws and teeth, and allow labs to build precise
models that fit right on the first try. The digital file is popped into a 3D printer, which
produces the right-sized object that the dentist can insert into the patient’s mouth. 3D
printing has also been making strides in producing working prototypes that assist and
empower individuals living with disabilities. Through the help of 3D printing software,
CT scan then converted into a highly detailed, three-dimensional virtual map from this
model. [9] They then design and print with biocompatible material that goes into
sutures, which then could dissolve harmlessly. Intricately realistic surgical model
particularly patient’s mitral valve, or finger, or optic nerve—to practice on before the
actual operation. Surgeons are implanting 3-D-printed stents, prosthetics, and
replacement segments of human skull.

Personal Use – For home use such as simple nuts, bolts, ear buds, eyeglasses, athletic
cleats, jewelry, cremation urns, figurines, and architectural models just to name a few.
Generat3D printers prints in plastics, and also in silver, gold, and other metals, along
with ceramics, wax, the only limit is ones imagination.
Generat3D
Generat3D becomes the new organization Shapeways and Something3D have developed. This
new entity with new assets contributes to both companies’ equity. Both organizations will
exercise control over this enterprise, share revenues, expenses and assets. Shapeways will
share their knowledge in the supply chain and logistics coupled with the backing of Philipps
funding while Something3D pools in its experience and state of the art quadruple extruder and
resolution up to 50 micron which is unique only to their products.
Mission Statement
“Generat3D strives to usher 3D technology in every organization and household,
revolutionize the quality of people’s lives in all aspects at a global level”
Competitors:
1. 3d Factor
2. MakerBot
3. Cube 3D
1. Target Market
Segmentation Variables Consumer Markets
Geographic
• Geographic: Israel
• Location: Jerusalem, West Jerusalem,
Haifa, Tel Aviv, Ashdod, Rishon Lezion,
Petah Tikva, Beersheba, Netanya,
Holon
• Density: Urban, suburban
• Climate: between the temperate zone
and the tropical zone hot and dry
summers and cool rainy winters.
• Race: Middle eastern
Demographic
Business to business:
Healthcare
Defense
Education and Research
Industrial Products
Aerospace
Automotive
Business to consumer:
• Age group: 15–64 years
62.2%
• Generation: Generation Y, Millennials
• Education Level: College, College
Graduate, some college
• Social class: working class, middle
class, upper middle
• Family life cycle: young, single, young
married, no children, young married
• 3D designers, engineers, people who
own 3D printers, and other “techies”
• Hobbyists, artists and creators
Psychographic
• Lifestyle: ambitious, technology savvy,
appreciates innovation
• Readiness stage: aware, informed,
interested, desirous, intending to buy
• Attitude toward product: enthusiastic,
positive
• Personality: compulsive, impulsive,
sociable, ambitious
• Ideals: thinkers, achievers,
experiencers (VALS)
• Low Power Distance
• More collectivist than individualist
• Pragmatism: Very high Very consumer
oriented/consumerism
Behavioral
• Loyalty status: none, medium,
strong, absolute
• Behavioral occasions: regular,
weekend regular occasion, special
occasion
• Benefits: Quality, service, speed
• User rate: medium user to heavy user
• User status nonuser, ex-user,
potential user, regular user
• Innovative
1. Sales and Profit Forecast
The Global 3D Printing Market is expected to reach $8.6 Billion by 2020. The
3D printing market is growing at a rate of CAGR 20.6%. As of current, Europe
generates the highest revenue of $3.563 Billion by 2020. Market penetration
and coverage
A. Market penetration and coverage
Projection of market penetration varies; however, it is evident that growth
will peak. The first image displays the need for enterprises to invest in 3D
printers is going to increase up to 89%. The second image displays
SWOT Analysis
STRENGTHS
Reduction in human error
Complete customization
OPPORTUNITY
Can be a channel for new innovation
Defense, healthcare, education and research,
aerospace
Weaknesses
Slow production time
Laborious learning time
Costly software
THREATS
Copyright issues
Legal and moral issues such as bio printing an
embryo, gun and gun parts, fake identity
Product adaptation or modification
The existing core product developed by Something3D is innately geared towards the populace
given that Israel is its country of origin. Product homologation is not necessary. No further
modification will transpire except for the turnover of the product name from Something3D to
Generat3D. Existing inventories will be renamed as well as containers, boxes and its support
services components.
Product Lines using the Boston Matrix
Cash Cow
TYRIAN
$850
Specifications
> Dimensions | W 360 x H 360 x D 360 mm
> Weight | ±16Kg
> Max Printing Size | W 100 x H 100 x D 100
mm
> Build Platform | Heated bed surface
> Connectivity | USB 2.0/3.0 to Mac/PC and
SD card slot
> Technology | Fused Filament Fabrication
(FFF)
> Heads | one printing head
> Nozzle Diameter | 0.15
> Resolution | 10 micron layer thickness and
0.2 mm wall thickness
> Printing Material | 1.75 mm Something3D
special material
> Printing Speed | 30-60 mm/s
> Software | Pronterface, Repetier,
Skeinforge, ReplicatorG, Cura, Slic3r
> Supported File Types | STL, OBJ, AMF
> Warranty | 1 Year (With Optional 2nd year
upgrade for NIS 1499 + VAT)
> Made in Israel
> Box contains: SOMETHING 10 Printer, 1Kg
Filament, USB Cable, Software
Star
HAN
$2575
Specifications
> Dimensions | W 360 x H 360 x D 500 mm
> Weight | ±16Kg
> Max Printing Size | 200 x 170 x 200mm
> Build Platform | Heated bed surface
> Connectivity | USB 2.0/3.0 to Mac/PC and
SD Card Slot
> Technology | Fused Filament Fabrication
(FFF)
> Heads | one printing head
> Nozzle Diameter | 0.35 mm (0.25 as a
special add-on option)
> Resolution | 50 micron layer thickness and
0.4 mm wall thickness
> Printing Material | 1.75 mm (or 3 mm with
optional add-on) ABS, PLA, PVA, Nylon, HIPS
and other with optional heads
> Printing Speed | 70-150 mm/s, up to
250mm/s
> Software | Pronterface, Repetier, Cura,
Slic3r
> Supported File Types | STL, OBJ, AMF
> Warranty | 1 Year (with optional 2nd year
upgrade for NIS 1850 + VAT)
> Made in Israel
> Box contains: SOMETHING 20 Printer, 1Kg
Filament, USB Cable, Software
Dog
Question Mark
ROYAL
$4995
Specifications
> Dimensions | W 520 x H 520 x D 600 mm
> Weight | ± 20 Kg
> Max Printing Size | 300 x 300 x 340 mm
> Build Platform | Heated bed surface
> Connectivity | USB 2.0/3. …
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