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International Marketing - Essay Example

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Name Professor Course Date Part 1 Q. 1. There are five main criteria that most organizations employ when they consider making offshore outsourcing decisions: lower cost margins, up-sell opportunities, retention, scale and finally diversification. Reduction of costs is the reason companies choose to outsource…
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International Marketing

Another benefit of a quality outsourced customer care is the ability to provide flexibility. Outsourcing offers most companies an opportunity to diversify when they decide to break down most of their operations and having both internal and external ways to operate. Q. 2. The main advantages of licensing as a market entry strategy according to Cateora, Gilly and Graham (2011) include: provision of supplementary profitability with an early diminutive investment, brand recognition, provision of a way of circumnavigating extra charges, attractive return-on-investment rates and finally low implementation costs. The main disadvantages of licensing include: competition, inadequate participation resulting to lack of control and the likelihood of loss in returns. Examples of companies that use licensing as their market entry strategy include Disney Consumer Products and Phillips-Van Heusen. Q. 3. According to Keegan (2002), global strategic partnership involves participants who remain autonomous after formation of the association, share profits of the association as well as control over performance of assigned responsibilities and lastly the participants involve in making continued contributions in products, expertise and other key strategic areas. Global strategic partnerships differ from joint venture since entry strategy for a joint venture involves a single target country whereby associates end up dividing the ownership of a newly created business entity. Global strategic partnerships involve collaborative agreements with more than one target country. Part 2 Marketing Plan Atek’s mission is to base everything that they do on quality that cannot be surpassed in the industry, manufacture complex medical devices, launch new products with expertise and providing experiences and resources that contain value. This is achieved with one goal in mind, which is to improve in the core areas important to consumers. The main marketing objectives for Atek are: to help improve the speed of speed-to-market, product performance, and profitability in an atmosphere of high quality. This is achieved by launching millions of devices in the market that are aimed at satisfying each consumer’s specific needs so as to optimize the manufacturing process. The objectives are also accomplished by providing support that meets the consumers’ requirements. Atek’s short term plan is to be the premier manufacturer and distributor in their market country which is the U.S. According to Wind & Douglas (1974), it would be relatively easier to market a new product to a target audience in the U.S relatively than in other diversified locales if the manufacturing company is U.S. based. This is influence by factors like consumer awareness, target audience and product information. The criteria used in selecting the U.S. as a viable target market for this product was the size of the market. This market has diversity in both cultural and racial demographics hence making it a suitable market. Access to consumers was vital criteria since upon the manufacture of the devices, availing them to the target consumers with ease would be very important to Atek. Also the way consumers relate to product launches of this kind of nature was very important when selecting the market area. The cost of market reach is weighed against the cost of potential gain and from the past studies and researches done Atek from ... Read More
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