F&p Healthcare to Colombia

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Cornell Institute of Business and Technology

Cornell Diploma in Business Level 7

MKT 320 – INTERNATIONAL MARKETING

FISHER&PAYKEL HEALTHCARE VENTURES TO COLOMBIA

Submitted by

16017302B: Mario Etorre Jose A. Marchadesch

Stream M

Submitted to:

T.G Vinthan

Lecturer

Date: 02/03/2016

        Acknowledgements

I would like to express my gratitute to everyone who helped me in accomplishing paper. Firstly, I would like to thank my parents for pushing me and always reminding me of what I am capable of., for giving me the strength, patience and courage into completing everything and anything under the sun.

Second, I would like to thank my portugese and spanish speaking friends for helping         me translate some of the websites that helped me get sufficient data for this research.

Third, I would like to thank our lecturer, Sr. Vinthan, for always guiding us in class and for giving us a lot of time during class to make this paper, for his constant reminders and helpful advise and especially for his patience in class.

And lasty, to God almighty who made everything, visible and invisible, possible.

        Terms of reference

The making of this International Marketing Plan was tasked by T.G Vinthan, Levturer at Cornell Institute of Business and Technology, as a partial fulfillment of the course MKT 320 - International Marketing. The completion of this marketing plan is to be         submitted on February 26, 2016.

        The scope of this study was limited to Fisher&Paykel Heathlcare and its respiratory care products. The countries that was involved in the study are New Zealand and Colombia only. All facts, data’s and articles were only limited to the availability present in the internet.

        TABLE OF CONTENTS

Acknowledgements        

Terms of reference        

Table of Contents        3

1. Executive Summary        5

2. Introduction        6

3. Situation Analysis

    3.1 PEST analysis of Colombia

             3.1.1 Political Analysis        7

             3.1.2 Environmental Analysis        7

             3.1.3 Social Analysis        7

             3.1.4 Technological Analysis        8

    3.2 SWOT analysis of Fisher&Paykel

             3.2.1 Strength Analysis        8

             3.2.2 Weakness Analysis        8

            3.2.3 Opportunities Analysis        9

             3.2.4 Threats Analysis        9

4. Driving and Restraining Forces

    4.1 Driving Forces

             4.1.1 Market Needs        10

             4.1.2 Cost        10

             4.1.2 Government        10