International Marketing

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In this assignment, I am going to invent a product, examine all the environmental aspects surrounding it and relate them to the micro and macro environments. I will then carry out a SWOT analysis and an environmental analysis and then draw a number of conclusions and recommendations for my imaginary company.

My product
I have chosen to invent a product for which there seems to be a market, or at least, there is no similar existing product. It is a conventional swivel clothesline, but with an additional feature. It will have the ability to keep clothes dry when it starts to rain. This is achieved by the water sensors, which are integrated into the design. They then activate an umbrella like cover that shields the clothes from the rain.

Marketing Environmental Analysis
The marketing environment consists of a Microenvironment and a Macroenvironment. The microenvironment deals with internal factors, which could affect the company's ability to service its market, such as competitors, suppliers, distributors and consumers. The macroenvironment are those factors, which are outside the control of the company. They include social, cultural, political, economic and technological changes. They vary constantly, often with no predictability. Primarily, it is these changes that can cause the most significant threats and opportunities to a business
The Micro- Environment

The 'No Worries' clothesline is an original product, which people will inevitably copy over time, making competition something to worry about in the next 5 years. Competitors will cause a major threat to business. They can compete with prices making it more attractive to the customer to shop at their outlet. They can make their version of the product more attractive, i.e., more features. From research carried out from previous assignments, I have discovered that consumers want quality value for money and will build a strong loyalty to those who provide it.
I understand my company will have to be customer focused, as we are a marketing orientated company. I will need to make a clear decision about the type of customer that I wish to target with my campaign. I will need to carry out some field research into what my market requires or likes and how I can meet those requirements or wants. Mainly though, I can predict that my target market will be middle aged women, poss...

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... shop when they are bored or depressed and they buy luxury items. This is why companies so broadly target them. I will advertise where they are most likely to see it, outside supermarkets, shopping centres and mostly places where it will be on sale. I am aiming primarily to raise public awareness of my product
· I believe that I should use penetration pricing to start with. This would entice potential customers to purchase my product, and once they realise it is a durable and reliable piece of manufacturing, they will return, and I will gain customer loyalty.
· I recommend that the Flow method of production should be used. This will be fast and cost effective, ensuring maximum output at minimum cost.
· I shall base my promotion strategies within the UK because of seasonal factors, such as rain.
· I also recommend strongly that my product be redesigned every year to keep up with technology and to keep consumer interest alive. It gives old customers a reason to buy a new clothesline and new ones a reason to start buying our clotheslines.
· I shall look into a patent for my product. If this were considered to be a good idea, it would eliminate a lot of the threats to my originality.

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