Essay on International Marketing

Document Type:Essay

Subject Area:Marketing

Document 1

The company should ensure that they strengthen their consumer relationship, this means protecting their prevailing market by averting present customers from shifting when the competitor introduces a new offer. Durhamlane can develop its market share by simply using the approach as the consumers who are satisfied would often tell their positive experience to relatives and friends who will then become new consumers. A company gaining its market share through this technique would improve the company’s proceeds without associated increases in advertising expenses External environment Durhamlane has to consider external environmental factors when developing their market. Having assessed how their business is progressing it is vital, however, to identify the external factors that may impact their everyday activities. In Spain like any other area where a business may be established these factors are present.

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In order for Durhamlane to improve their bureau study inn Spain, they need to carry out the following exercises. Durhamlane should embark on wired desk study. This is due to the fact that a good amount of data is available on the online platform. According to Keller (2016), online bureau study will also result to the being able to access the way various competitors are operating and even the unfamiliar selling points the competitors are using. It also allows for the direct comparison of costs of various products and even services the competitors are offering. Through this, the problems that come as a result of the approach known as a single size fits all can be solved through this practice. The fact that Spain has several companies it is possible that customers do have a day in day out change of needs and preferences.

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Consequentially, it therefore calls for the company, that is, Durhamlane to put into consideration changes in the clients’ needs. The varying clients’ wants is the very initial problem affecting customers division models. This is from the fact that clients wants may vary from time to time and the possible motive for the change can possibly be attributed to a alteration determined by espousal. Identification of target markets Durhamlane’s survival in Spain depends on the availability of customers. It will therefore call for Durhamlane’s effort to identify their target marketplace beginning with the already existing customers. The existing customers though might be a few but to some extent they have some general traits that can be used to broaden the customer base (Wheeler,2017).

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The moment Durhamlane will start by considering the common traits in the regular clients they will automatically start using the data to sharpen up the already existing client base into aim market. When delving into the target market in Spain, it is very crucial for Durhamlane to start broadening but constantly and progressively be gritty as they trudge on. Their sales and service staff should maintain constant conversation with clients on a daily basis so as to facilitate reception of feedback from the clients on the clients’ needs. This strategy will assist in ensuring that the customers’ needs are well satisfied. For the purpose of survival in Spain, Durhamlane should constantly review their process of quality assurance and records of complaint from customers.

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They can do this through noting down of concerns about their merchandises and possibly detecting the prospective ideas for addressing the openings in quality. They should also detect the common loopholes in their available merchandise range and find areas that require adjustment (Ramanathan, Subramanian & Parrott, 2017). It is also very paramount for Durham to properly understand the personality of their brand if they are to improve the positioning of their brand in in Spain. This is because each and every brand has a voice that speaks almost all the time. Therefore, through understanding of the brand personality makes it possible for the company to make the brand communicate in a very polite and convincing language to the clients. This can be done it terms of design and coloring of the brand (Keller, 2016).

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Durhamlane should always concentrate on their main product that they are best specialized in. (Riviere, Suder & Bass, 2018) further assert that proper advertising or promotion of their products should also being considered. Through augmented advertisement and promotion the company will reach a vast community of buyers or customers. However, they should consider how good the process is planned not only the extent of promotion. Delivery channels should also be considered by Durhamlane in Spain. They should realize that the longer the channels the higher are the prices and the lower the rate of purchases. Some companies may decide to use address verification and mailing software to ensure that the entire information in consumer databases is right. To ensure that there is efficient communication between the consumers and the company, Durhamlane should make available to potential consumers the marketing materials using the channel they will choose.

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The company should also make sure that the customers do not obtain identical marketing materials and analyze the demands of consumers. From Felzensztein et al. (2014) viewpoint, companies can incorporate their advertising and marketing communications for it to realize best results. The next step is optimizing the product range, once the company have segmented its consumers and understood those who are sensitive to price, putting an elementary price fighter within the company’s reach would meet the consumer’s demands without interfering with entire line pricing of the product. There is also an element of the company revisiting its price waterfall yearly, this involves checking every deduction in the list price and also the after deductions price the company has banked. After the company has recognized the price waterfall, it would compare it with top competitors.

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The last step is setting expectations of yearly price improvement. Coming up with a culture of price progress would ensure pricing is not a second thought. Nevertheless, minus marketing a durhamlane may get very little, in case of any, exposure or promotion, meaning the probability of growth would be slim in Spain. Prior to finalizing durhamlane’s marketing budget, durhamlane Director of Consulting & Learning, Alison Freer and the Head of Marketing, Sean Ball need to carry out a review of the marketing analytics. The data would provide the management an objective, accurate report of area where marketing efforts are working as well as where they should improve. It is crucial for the management to understand the target audience allocating how much to use on the three years marketing endeavours.

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