A Situation Analysis Marketing for the Apollo Company - Assignment Example

Marketing As company seeks to its products from domestic to global arena, there are several marketing concerns that need to beconsidered before and during the transition into a fully integrated international company. Despite the fact that transition might not be easy, it is significant to evaluate and plan for these considerations to enable an organization to evolve into a strong global company. During this process of transition from local or domestic organization to a strong global organization, some restructuring of the market functions will take place. The manufacturer will have to adjust to new consumer needs because of new interactive market place conditions. This depends upon where and how the company markets its products or services. In addition, when it comes to marketing or promoting a service or product, one sixe does not fit it all. There are various elements of the marketing strategy that may need to change depending on whether the company is marketing globally or domestically. In order for the Apollo Company to gain enter and gain control of new markets, the marketing managers needs to conduct a situation analysis. A situation means the state of things that occur at the same time. Situation analysis interprets the environment that an organization operates. The situation analysis gives the knowledge and context for planning. It shows the competitive position, financial and operating condition and the state of external and internal affairs. In situation analysis, SWOT analysis is the commonly used analysis. SWOT refers to the strengths, weaknesses, opportunities and threats to a company. In our study of the Asian pacific and North America markets, the positioning statement should be believable, important and unique. After the positioning statement has been developed, supporting claims have to be implemented. The statements are used in satisfying a similar criterion to the positioning statement. Then support points usually reinforce the uniqueness, believability and the importance of the positioning statement. The support points usually give a structure for demonstrations of the products. The positioning statement articulates the abstract benefit while the supporting points usually are readily available for demonstration. International marketing means to provide one’s services or goods worldwide. It is a tradition for most companies to start marketing their products or services domestically and expand to international market to capture wider market share and increase avenues for sales of their services or products. Global marketing is more intricate and must take into consideration variety of factors, incorporating but not limited or inclined to: i. Marketing methods and media mix: Some marketing techniques such as print advertisement and websites are applied in most Nations. Other techniques or methods like mailing are new marketing strategies. Many developing countries might not have mailing services as developed countries. Other countries rely heavily on television or radio rather than printed messages to share new data or information. The company should be in a position to be aware and understand targeted audience in countries you are aiming before investing in any media of advertisement. Knowing the audience for your services and products as you know your company is the roadmap to success. ii. Language and translation: Some countries share similar languages in that while marketing, it is important to consider language in international marketing. The companies must address marketing pieces with the native speakers in the target countries even if the language is similar as your domestic market. iii. Cultural factors: Just like language, cultures vary within countries and marketing strategies must reflect cultural nuances. Some cultures prefer direct advertisement or message while other value abstract and brilliant advertisement. It is prudent to examine cultural context of your marketing plans to avoid gaffes. It is significant for a country to offer cultural evaluation for marketing pieces. iv. Price and payment methods: Pricing products for international markets can very tricky. Before a company launches a product or service to international market, the management should be sure examine and investigate the competitive pricing method and competition on market. It is very vital to ensure that the intended customers can be a position to afford your services or products. v. Distribution methods and shipping measures: International shipping must examine the costs, country restrictions, and time delays. Each state has its own rules that governing what products are imported. Companies must follow importation rules and be willing to invest much time into accessing and learning various rules and regulations concerning imports and exports. It is an intermediary’s chain in which services or goods pass through before it reaches the end user. The channel may include distributors, retailers and wholesalers. The channels can either be direct or indirect. A direct channel usually allows the consumer to purchase the products from the manufacturer while an indirect channel allows consumers to purchases goods from wholesalers. The direct channel is usually shorter than the indirect channel. The channel that is chosen is usually affected by the locality of consumers and the manufacturer and also the size of stock that is ordered. The channel is also affected by the durability of the products being sold. In the sale of Apollo products, the company should use indirect method of distribution because the purchase of detergents will be in small quantities and hence it would be simpler for the consumers to acquire the products from retailers These factors are vital for Apollo Company that aims to transform from domestic to fully integrated global organization. It is significant to note that in any business, the benefits that accrue from a planned marketing strategy are many. In most cases, many businesses rely on intuition in decision making. In formulating the marketing strategy, a company has to define a selling proposition that is unique. In the detergent market, the selling strategy will involve the use of low pricing strategy so as to penetrate the market. Selling proposition that is unique will set the company out from the rest. The company should also define the target market. The company should also note down the benefits that accrue from the product being sold. The company should also define how it will position the product. In our situation, the detergents will be positioned in retail stores that are near the target market. The marketing methods also need to be defined. The company can use direct marketing, internet marketing or public communications. So as to ensure the success of the strategy, a company has to go through its marketing plan quarterly. The company also needs to develop a marketing plan that is budgeted. The promotion mix strategy involves the pull and push strategy. The push strategy advocates for the use of the sales force and trade promotion while the pull strategy calls for spending on sales and advertising promotion to build on the demand of the consumer. The push strategy persuades retailers and wholesalers to carry the brands of the company and to give the product shelf space. The pull strategy entices customers in trying new products and lures them from competitive products. The strategy also rewards customers that are loyal. In conclusion, marketing of products is critical in the prosperity of a business. A company either continuing or starting a business must apply marketing knowledge. A starting business will use marketing to inform the consumers about the new product in the market while a continuing product will use marketing for expansion purposes. A company should put in place and implement appropriate marketing policies that will benefit the business in its daily running of operations. References Albaum, G. (2008). International marketing and export management. New York: Prentice-Hall. Read More