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Product Launch - Essay Example

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Product Launch

American Goods Wholesale Club (AGW) is a service provider and also carries actual products. Our company will tap into the market of patriotic American consumers whiles promoting products that already exist for both local consumption and export. AGW Club will provide a platform for manufacturers to display and promote their products while servicing its members with their needs. Manufacturers determine their prices but will be at a discounted rate compared to how much they will sell it to other retailers. Product owners will be paid when the product is sold. The marketing mix offers a very competitive pricing for AGW Club members, a solid medium for manufacturers and very low to no inventory cost for the company. AGW Club is situated in Virginia, United States of America. The club has also planned to expand the company in other states in the future with enhanced growth and prosperity. Moreover, the club also has an online store for providing services to members of the club across America in a more efficient manner. Product Description AGW Club also facilitates in promoting products manufactured in America and in marketing those products to its members. Moreover, AGW Club acts as a medium for manufactures and the products are offered to the members of the club in accordance with their requirements and preferences. The products are procured from manufacturers at a discounted rate in comparison to price determined by manufacturers for offering those goods to local retailers. Contextually, it has been aimed to conduct a product launch in the emerging market of China with the motive of improving the international market exposure of made-in-America products and to enhance profitability of the club. The developing economy in China will assist the club in performing its business operations in an effective manner. Product Positioning Product positioning is the strategy of offering the products to customers in the market segments in an appropriate manner. The American Goods Wholesale Club (AGW) is required to determine the appropriate market segments where the products of the club will be mostly in demand as well as will be consumed in the market of China. The product positioning strategy will also enable the club to provide their products in the market successfully. The products which are to be provided in the market of China should be differentiated from products which are offered by competitors. The club should provide quality products which are mostly in demand by Chinese consumers due to the changes in buying behavior primarily owing to the developing economy of China as well as due to the advancement of technology. Moreover, the club is required to follow a differentiation strategy with the motive of meeting the requirements of Chinese markets as well as to perform business operations in a competitive manner. The differentiation strategy will enable the products of the club to be differentiated form the competitors as along with facilitating it to obtain loyalty of consumers. Contextually, distinct product features and unique selling proposition of the offerings need to be identified by the club in order to highlight that distinctiveness appropriately. The positioning strategy of the club needs to be maintained thoroughly and it needs to be ascertained that positioning of the ...Show more

Summary

American Warehouse Club Darrell Harris, Perry Maison, Sharon Washington, and Steven Antley University of Phoenix MKT/571 December 3, 2012 Mr. Jerry Shipley American Goods Wholesale Club Contrary to popular notion, more than 80% of the American consumer spending actually goes towards products made in America, according a research conducted by the Federal Reserve Bank of San Francisco (Hale, Galina, Hobijn, Bart, 2011)…
Author : jadon04
Product Launch essay example
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