Every company must take into account the varied macro and micro factors when deciding on their target market and then developing the appropriate marketing mix when entering into overseas markets and Cochlear is no different. For Cochlear to successfully integrate into an overseas market it needs to have a strong and carefully planned marketing strategy. The target market of cochlear implants is the profound deaf; those that cannot hear a normal speaking voice or normal sounds. With an approximate market share of 65% Cochlear is the leader in implantable hearing solutions (Cochlear Annual Report 2013). However this does not mean that they will be the market leaders when they enter a new overseas market as there are barriers of entry and other …show more content…
Key macro-economic indicators are the level of GNI and GNP per capita which reflect a consumer’s ability to purchase for example high priced luxury items or cochlear implants. However the average level of GNI per capita in a country may not show the true income distribution which may be highly unequal in certain countries such as Latin America and the Middle East (Douglas & Craig, 2010). One micro variable that has to be taken into account is the customers’ estimation of the value of the company and its products relative to its competitors (Jobber & Shipley, 2012). Cochlear preserves its superior brand image due to its “exceptional customer experience, operational excellence, product innovation, people engagement and value creation” (Cochlear Annual Report, 2013 pg. 23), and if consumers in the international market view it the same then Cochlear has a considerable advantage over its competitors. This customer assessment on the company will affect the marketing mix in terms of price as this in turn affects the customers’ ability and willingness to pay a certain price for the product. For Cochlear to charge their prices they need consumers that have the ability to pay for …show more content…
A countries local laws and regulations are a product of the political systems in which they operate and are influence by the socio-cultural background which gave rise to these political systems. Not only do companies have to negotiate their way through the local laws and regulations but they must also understand how the laws are administered and applied in each country that they operate in and this can create a barrier of entry to a new overseas market. Porter (1980) stated that barriers are obstacles preventing entrant companies from being established in a particular market (as cited in Pehrsson, 2007), and some markets have more barriers than others. For example Cochlear’s launch into the UK in the 1980s was funded by the National Health Service (NHS), with the first paediatric program established in 1989 and an adult implantation program in 1994, the intervention were gradually accepted as routine or standard care (Sach et al. 2004). Whilst their launch into China was meet with serious competition from local supplies and manufactures of the implants. As the local companies received huge amounts of funding and subsidies from the Chinese government as their goal was to support local research and development of cochlear implants to make them cheaper and more accessible for the Chinese (Einhorn & Khan, 2013). Yet the
Cochlear implants are amazing feats of biomedical engineering, and have helped many people regain the ability to hear. While there are some ethical dilemmas that go along with them, there is no denying just how amazing these implants really are. By understanding how the ear works, what causes it to stop working, and using science and engineering to fix that problem, there is now a way to give someone a sense they might have never been able to experience. It can be costly, but it could drastically change someone’s life. Some people may say for worse, but there will always be someone else to say it was for better. Overall, cochlear implants are an incredible invention and will continue to grow and only get better with technology.
Lane, Harlan (1992). “Cochlear Implants are Wrong for Young Deaf Children.” Viewpoints on Deafness. Ed. Mervin D. Garretson. National Association of the Deaf, Silver Spring, MD. 89-92.
Cochlear implants are electronic devices that sends signals directly to the auditory nerve. Cochlear implants consist of external parts which include the microphone, speech processor, and the transmitter. They also consist of internal parts that must be surgically placed under the skin including the receiver and electrical array. In order for the implant to work, the microphone
In support of Gallaudet University's, “Deaf President Now!” protest, Rev. Jesse L. Jackson once said “The problem is not that the deaf do not hear. The problem is that the hearing world does not listen.” (Lee) This concept been seen throughout Deaf history; Today it is especially noticeable now that technology has been developed to restore some hearing to many who are deaf. However these seemingly miraculous devices such as hearing aids and cochlear implants (CI) are a gilding for the real problem. CI’s in particular are thought to be a miracle cure for deafness, this misconception causes a great friction between Deaf and hearing culture. Deaf people should not be expected to get CI’s to “cure” their deafness for three primary reasons: CI’s promise more than they can deliver, they are an affront to Deaf culture, and ASL is a more effective way to insure development.
...Therefore, there are chances of the business flourishing in one society and totally flopping in the other.
Tucker, Bonnie. “Deaf Culture, Cochlear Implants, and Elective Disability.” Hastings Center Report. 28.4 (1998): 1-12. Academic Search Complete. EBSCO. Web. 9 Dec. 2013.
Weise, Elizabeth. "Cochlear implants can be 'magic device' if put in early enough; Kids learn
What I found most interesting about Jarashow’s presentation were the two opposing views: Deaf culture versus medical professionals. Within the Deaf culture, they want to preserve their language and identity. The Deaf community wants to flourish and grow and do not view being deaf as a disability or being wrong. Jarashow stated that the medical field labels Deaf people as having a handicap or being disabled because they cannot hear. Those who are Deaf feel as though medical professionals are trying to eliminate them and relate it to eugenics. It is perceived that those in that field are trying to fix those who are Deaf and eliminate them by making them conform to a hearing world. Those within the Deaf community seem to be unhappy with devices such
Other factors include communication infrastructure and availability of skilled workers. Most of the Asian countries are embracing new technologies that grow much knowledge of the diverse beverage drinks. Secondly, the demand conditions play a significant role in enhancing competitiveness for the firms. Both Coca cola and Pepsi are an Coca cola has always dominated the markets outside United States unlike Pepsi’s internationalization strategy that took too long.
...s SLK obviously clarifies how essentialness of recognition is important for a brand. In Oman how many number of consumers are eager to spend 15,000 O.R to purchase a Toyota SUV? Not that many. Anyhow many individuals might pay 15,000 O.R for Lexus SLK if it was available at that rate. Interestingly the recognition of Toyota are conservative, competitive, and common sense. However the Lexus is an image of extravagance, prevalent quality, and tastefulness. In this manner the insightful progressions of individuals' brain and perspective of brand quality influence the purchase decision making. One average sample of sensor promoting, might be Lexus with their strap line, 'The loudest sound you hear inside the Lexus is yourself considering'. It is locked in to shopper's sound sense, communication of the buyer remains in hush to test how tranquil a Lexus motor truly is.
Sparrow, R. (2010). Implants and ethnocide: Learning from the cochlear implant controversy. Disability & Society, 25(4), 455-466. doi:10.1080/09687591003755849
...ries such as Spain, Belgium, UK, Japan, and China. Future growth can be obtained through positioning current brands in those emerging markets.
The differences between the two models in relation to the Deaf community which is a community defined by a ‘common language, culture and collective identity,’ (Glichman & Harvey) is that the Social Model views deafness as a condition that should be grasped, appreciated and conserved as opposed to the Medical view which is that deafness is a condition that should be ‘treated/cured’ (Middleton, Hewison & Mueller, 1998) as well as ‘avoided’ (Models-deafness, 2005). The medical model provides treatment and alternatives to being deaf. Such as Cochlear implants which is a device that mimics sound for deaf people, however, it doesn’t eliminate deafness (Cochlear Implants and the Death of Deaf Culture, 2013). On the other hand the Social Model encourages education for the deaf at an early age for persons diagnosed with the condition (Models-deafness, 2005).
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Simon, C.J., & Sullivan, M. W. (1993). “The measurement and determinants of brand equity: A financial approach”. Marketing Science, 12(1), 28-52.