As stated earlier, Surtrading’s business plan calls for them to sell dairy products, in commoditized form, to both an importer and distributor (del Carril, M. 2014). In doing so, the promotion cost to the end-user fall solely on the importer and distributor as they are most likely responsible for all of the costs once the products enter their country (this may or may not be the case depending on the incoterm selected in the contract). Since Surtrading is responsible for locating the distributor or importer, so that is what their promotional strategy should focus on. Any promotion that represents a reoccurring cost should be abandoned as often times the type of promotion entails some type of medium to long-term contract. This is undesirable because once a regional partner is located to distribute the commodity, any costs spent after that on acquiring additional customers are unnecessary and potentially unrecoverable.
Television is the most highly viewed form of media in South Korea and thereby reaches the most consumers. Television ads are more inexpensive than comparative slots in the United States. Generally speaking, the rate per 30 second ad in South Korea is around $15,800 during peak hours, versus nearly $50,000 in the United States. Major magazine and trade journal advertisement costs are also less expensive; with a full page ad in a major magazine or trade journal averaging $2,600. This compares to over $18k in the United States (“Country Market Analysis: South Korea,” 2014). However, with the strategy of reaching an importer/distributor versus an end consumer, these forms of advertising may not be the best use of funds.
Instead, Surtrading may desire to focus on tradeshows, where large d...
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"Korea, Rep." Korea, Rep. | Data. N.p., n.d. Web. 10 Apr. 2014.
"Morocco." Morocco | Data. N.p., n.d. Web. 10 Apr. 2014.
"Morocco: Reaching the Consumers." Reaching the Consumers in Morocco - Alpha International Trade. N.p., n.d. Web. 10 Apr. 2014.
"Trade and Project Financing." Export.gov - CS Korea - Trade & Project Financing. N.p., n.d. Web. 10 Apr. 2014.
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