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Memo to Paul Taylor - AM Equipment
Pages 7 (1757 words)
To: Paul Taylor From: (Insert Name) (Instructor’s name) (Course name) 18th November 2012 Memo to Paul Taylor - AM Equipment Based on the stiff competition experienced at the international market, it is imperative for AM Equipment Incorporation to adopt effective marketing and managerial strategies that will make the company to be competitive at the global level.
One of the major steps that AM should take is to prepare going global. This entails establishing of various managerial positions that will be responsible for overseeing effective distribution of the products in the new markets. In its efforts to enter the three foreign markets, AM should establish an export sales department. Based on the fact that the company is currently based in US, the export sales department will ensure linkage between the production facilities is US and the sales outlets in the three countries. Additionally, AM should employ skilled marketing managers who will be responsible for overseeing the company subsidiaries located in the foreign countries. One of the advantages of the export sales department and the hiring of experienced marketing managers is that new policies such as effective pricing, extensive promotion and creating strong customer awareness will be created. For instance, the company will emulate penetrative pricing policy (Joshi 47). Through this policy, AM will enter the new markets using low prices without compromising the quality of its products. This will ensure that it acquires large customer base. However, the company will need more financial resources to cater for the marketing managers wages. ...
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