Table of content

Abstract-I

1.Introduction-1

1.1Problem Area-2

1.2Problem Statement-3

1.3Method-3

1.4Delimitation-4

1.5Data Acquisition and source criticism-5

2.Internal Analysis-6

2.1Mission and Vision-6

2.2Organization and Culture-7

2.2.1Mintzberg’s Organizational Configurations-7

2.3Ansoff Matrix-8

2.4Value chain-8

2.4.1Primary Activities-9

2.4.2Supporting Activities - 13

3.External Analysis - 14

3.1PEST Analysis in the U.S. - 14

3.2Porter’s Five Forces - 21

4.SWOT Analysis - 26

5.Recommendations - 27

5.1Target Group - 27

5.2Entry mode - 27

5.3Marketing Mix - 29

5.4Financial - 31

5.5Implementation Plan and Marketing Budget - 32

Conclusion - 35

List of sources - 36

致-谢 -38