Cultural & social appropriateness- One of the main motives is to hit the society at large by designing lucrative handsets according to the customer’s age and gender. Various kiosks could be set up at public gatherings or shop-in-shops can also be set up inside various shopping malls.
Cost- The cost of the handsets should be kept at a very competitive level. Neither it should be too high nor too low than the competitors. The prices should be displayed in an attractive manner through banners or hoardings both on the road and inside the shop-in-shops also.
Viability & suitability- The products should be made available to the customers easily. There should be adequate number of dealers and proper advertising and promotional events must be done to create the awareness of the brand in the mind of the customers.
For implementing these activities, permission or approval needs to be obtained from the Regional Sales Manager, who in turn will seek approval from the National Head of the organization after proper discussion with the concerned persons.
In this section we are going to elaborate the costs associated with 2 of the marketing activities.
a) Cost of kiosk set up - The average cost of setting up a kiosk could be 130 NZD. Along with that there could be some associated costs for the refreshment of the person at the kiosk.
b) Cost of shop-in-shop – The average cost of developing a shop-in-shop inside a mall could be approximately 220 NZD.
The first preference would be Kiosks as they could be set up in different locations at a comparatively cheaper cost. The second choice will be setting up the shop-in-shops at various malls, which will be obviously more expensive.
The resources required for setting up shop-in-shops as well as kiosks are a good advertising campaign, organizations who build customized kiosks and shop-in-shops, a few employees of the company who would sit in the kiosks and look after the shop-in-shops. Some people might also be hired from the outside (Brown & Harvey, 2011).
After deciding on the marketing plan finally, the company needs to intimate that to the marketing and advertising department. Each employee must actively participate in the process and for that purpose the company should design certain banners and place them inside the office premises to catch the attention of every employee and make them involved in the process.
In order to connect with the people of different cultures, beliefs and ages in New Zealand, firstly, the organization should take care to learn the native language of the place. They should understand the socio-cultural scenario and the tastes and preferences of the entire demographic segment. Secondly, the persons associated with the company should have good communication skills, along with convincing and understanding powers.
A successful company is one who has crossed the barriers of nationality into the international market. The motto of Somotel should be to empathize with the native people of New Zealand and understand their values and culture and then provide services keeping that in mind. The company has to face many challenges while setting up business in the international market and a majority of the success depends on the proper negotiation skills.After all the strategies have been approved by the higher authority, it is finally the time for implementation. It is very important to follow the guidelines which have been designed. The budget should be put into practice and care should be taken so that there is minimum deviation. In this way the promotional activities need to be launched.
Regarding all these criteria, it is very important for the company to get proper feedback from the customers. What the customers feel about the product, whether they like it or not, what could be improved, should be known, if the company has to sustain in the international market.
A constant research work needs to be present in order to identify the varying tastes and preferences of the customers. The world is dynamic. What is liked today may not be liked tomorrow. So the company should continuously update its products and services according to the demand of the customers (Bryman, 2012).
The SWOT analysis method can be used to identify changes in the market phenomena for new business opportunities. Here is a brief description of the process:-
Strength- identifies the strength of the company compared with the rivals.
Weakness- what are the areas of weakness where the company should rectify.
Opportunity- it refers to what could be the new opportunities for the company in the industry.
Threats- In this analysis, it is to be seen what are the rival companies and what threats they can pose for the company (Rapport, 2014).
Herzfeld, M. (2014). Cultural intimacy: Social poetics in the nation-state. Routledge.
Rapport, N. (2014). Social and cultural anthropology: The key concepts. Routledge.
Bryman, A. (2012). Social research methods. Oxford university press.
Brown, D. R., & Harvey, D. (2011). An experiential approach to organization development. Upper Saddle River, NJ: Prentice Hall.
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