Select a fairly inexpensive product that you currently own, and a country that you're not very familiar with. The product could be a moderately priced watch, radio, or other device. Now imagine that you are with the international sales department of the company that manufactures and sells the item and that you are proposing to make it available in the country you have selected.
The first step is to learn as much as possible about the country where you plan to market the product. Check almanacs, encyclopedias, the Internet, and library databases for the most recent information, paying particular attention to descriptions of the social life of the inhabitants, their economic conditions, and cultural traditions that would encourage or discourage use of the product.
Your 1-2 page report is to be submitted to the chief operating officer of the company, whose name you can either make up or find in a corporate directory. Make sure to include the following:
- Briefly describe the product you plan to market abroad.
- Briefly describe the country you have selected.
- Indicate the type(s) of people in this country who would find the product attractive. Provide at least one (1) supporting fact.
- Explain how the product would be transported into the country (or possibly manufactured there if materials and labor are available). Provide at least one (1) supporting fact that justifies your choice.
- Recommend a location for a regional sales center. Provide at least one (1) supporting fact that supports your location choice.
- Describe how the product will do in this new environment, with at least two (2) supporting facts.
- Describe at least two (2) recommendations for marketing (steps the company should take immediately and those it should develop later).
C05.V.11.1 Business Communication
Assignment 08,
International Marketing Plan
Today's global market research shows to present the company's plan of establishing a branch of our mountaineering boots in Nepal, which will be used to locally adapt our products. Our company will take a good steps of possibility of success in this area, as per the current global marketing strategies. The climate and geographical area of this country is very suitable for our product. Our product which is specially for a mountain region, can get a wide area of market by its affordable price, long lasting and light weight. The quality and durability of our product indicates that it will be a best product suitable in this region. It is very comfortable so that the local people and tourist can move far, fast and safely. Our well designed boots with a thick sole protect the hiker's feet from water, snow, mud, rocks, etc. Our mountaineering boots are made up of original leather with a waterproof lining. It preserve from a freezing because of its thickness. It can also be a means of safety in the region of mountains.
Nepal is a country of mountains and hilly region. Most of the part of this country is covered by hilly, sloppy rocks and large mountains, where our product will easily get market. Mt. Everest which is the highest mountain in the world is located in Nepal. Many local peoples and tourist visit the Mt. Everest because of its popularity and amazing scenery. From the record of 2012, more than one million of people visit Mt. Everest per year. In Nepal 15% of the total land is covered by snow capped mountains and 68% of the total land by hills and mountains. From this, it is clearly shows the importance of our product in this region and its demand. Similarly, most of the people of this country have a medium living standard. So that, our product which has a reasonable price will be the best in this place for the local people. Apart from the local people, the number of tourist will find our well designed, long lasting and water proof mountaineering boot in a affordable price easily. For example, if there are number of tourist who want to visit Mt. Everest, obviously they need a mountaineering boot for climbing and to walk in mountains and if they have a local guide he/she also need a mountaineering boot to protect from freezing climate. If a branch of our company provides our product to the people who need it in this place, it will be a profitable business. From my analysis, there are not so much companies of this product and if there are they are very expensive. There is a chance that our product can take a wide area of market in this place.
To establish a branch of our company in this place it is very necessary to get raw materials and local workers for our product, which is not difficult. The percentage of unemployment in this country Nepal is very high. Our company will easily find the local workforce to make our product in a normal wage. An unemployment and low living standard of the local people will force to work in an international company. Continuously, raw materials for our mountaineering boot like original skin and rubber are easily found in this hilly and mountain region. There are a lot of animals like cow, buffalo, sheep, etc whose skins are used to make shoes and boots are found in this place. The climate of this place is very suitable for this type of animals, so our company can start our own animal farm whose skins are used to make our product which is more profitable. And other special or typical materials that is not available in this country of our product will be transported in Nepal. For manufacturing, advertising and marketing our product we need a factory and building of our company. From my personal study of this country, I suggest you to establish a factory and a building of our company in a city called Biratnagar, which is a industrial city and it is located in the center of the country. We can easily transport any materials needed for our company from any part of the country. But it will be better for advertising, marketing and selling of our product from the capital city of Nepal called Kathmandu, where the density of population is very high comparing to other city. So, it will be necessary to open a regional sales office in Kathmandu to make easy for our customers to buy our product and to keep in contact with them. And there is another city called Pokhara which is situated near from the mountains which is the best place to sell our mountaineering boots for those who wants to climb big hills and mountains. We can also build a good relationship to other companies for the benefit of our company in these two cities.
As we all know, new products and services are the lifeblood of all companies. The growth and profitability of the business is very necessary for the upcoming days. In a similar way, it is very important to take a wide market by our product in the new place. The sales of a product depends on location, price, quality and quantity. It is also very important to know the local people and area of the market. From my point of view, our mountaineering boot will provide a big difference to our customers because of its original leather, light weight, waterproof and other special qualities which are not available on other mountaineering boots. I am pretty sure, once who wears this boots, they will not choose another one. The climate and geographical region of this country is very suitable for our product. Because of its reasonable price and its long lasting quality more and more peoples of the local area and tourists who came in this country to visit mountains, will use our boots. It also helps to climb big and sloppy mountains and hills to the users of this product. It keeps warm to the foot and protects from the freezing. Advertising in a media, social websites and internet are the best way to promote and provide information to know more about our product. Everybody wants a cheap and better quality product, that satisfy their desires which is the motto of our company to satisfy our customers.
In a marketing of the product, a company should always understand the needs of a local market and develop a collaborative approach with them. Attractive designing of our product will increase the desire of a customer. Our company will focus on commercial advertisements, internet, email marketing, big banners, unforgettable product packaging and heart touchable motto for a marketing of our product. Providing information about the merits of the product will create the curiosity to the customers for a new product. In a marketing feedback of a client is very important. It clearly the shows the status and impact of a product on its users which directly effect on a company's sales ratio. So, I request you to take each and every steps carefully while marketing the product for the growth of the company. If every thing goes as it is planned, our company will do more better in the future, such as more productivity or launch a new product, scaling our business through more effective sales channels, marketing approaches, leadership skills, employee production and maximizing revenue growth and profitability.
References
Barbara Shwom & Lisa Gueldenzoph Snyder (2014). Business Communications. Polishing Your Professional Presence (2nd Ed.). New Jersey: Pearson Education.
Mike Michalowicz (11 February 2013). The 50 Best Marketing Strategies For Small Business. Retrieved from http://www.mikemichalowicz.com/the-50-best-marketing-strategies-for-small-business/
Dhruv Grewal & Michael Levy (2013). Marketing (4th Ed.). New York: McGraw-Hill.
Bardley Mayhew & Joe Bindloss (2009). Trekking in the Nepal Himalaya (9th Ed.). London: Lonely Planet.
