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International marketing mix (price, product, place and promotion), product modification, distribution, country of origin, etc. are the issues which influence the expansion of the product on the international arena and impact the demand on the product (Kotler & Armstrong 2010).
EKEN Power Bands should underline the main principles of its strategy to make sure that marketing mix corresponds and supports it. Highlighting each element in detail, price should be referred to.
Having considered the preferences of American consumers, it should be stated that to avoid consumer ethnocentrism and reduce the effect from country of origin to minimum, premium prices should be established. Consumers are not usually attracted by low prices as this fact makes them feel inconvenience and alert (Parts 2007).
The EKEN Power Bands prices in Australia and in the USA are not similar, the difference is $20 and American price is lower. Such attitude may distract Australians from buying the products and negative attitude in the country of origin may reduce the interest in the product worldwide as well.
The product and place should be considered from one and the same perspective as they are closely interrelated. Americans are people who are fond of sports and who have a lot of sport stars they adore.
The choice of the local representation in Los Angeles is a good idea, however, the company should not enlarge it, but it should locate some offices in different parts of the state to make sure that people have an opportunity to turn directly to company representatives if some specific problems appear.
Providing online trading strategy, the EKEN Power Bands feels responsibility for its products, that is why the local presentation is crucial. American people feel security when they know where they can turn in case of problem appearance and the local office is much better than international communication via the Internet.
Unique characteristics of the product make Americans consume it. The absence of the similar alternatives helps EKEN Power Bands be in the center of attention among sportsmen.
The choice of promotion is an important issue. EKEN Power Bands has made a correct choice having considered the American sport stars as a tool to encourage people for buying their products. It is important to tell more to Americans as well as Australians about the main qualities of the bands and its healthy traits.
This idea must be considered within Australians consumers as the latest publicans in the relation to EKEN Power Bands’ products confused people without strong explanation. The company should regulate public relations in such a way that Australians could consider bands as their national product, unique and healthy.
Once all the goals are achieved, the product will be sold and there will be orders on it. The satisfaction of the customers’ demand means that the right product (EKEN Power Band) has appeared at the right price in the right place (the USA) and at the right time (Stone 2001).
It is impossible to avoid the impact of the country of origin, but following the simplest rules, like emphasize ‘Made in’, establish correct prices and exclusive location, support with country image, EKEN Power Bands will be able to reach success (Hoffmann, Mai & Smirnova 2011).
In addition, the development of the innovative technologies should be considered as the main factor which should be followed and all novelties should be used in the product to make it competitive and properly positioned at the market (EKEN 2011).
Reference List
EKEN 2011. Web.
Hoffmann, S, Mai, R, & Smirnova, M 2011, ‘Development and Validation of a Cross-Nationally Stable Scale of Consumer Animosity’, Journal of Marketing Theory & Practice, vol. 19, no. 2, pp. 235-252.
Kotler, P & Armstrong, G 2010, Principles of marketing, Pearson Education, Oxford.
Parts, O 2007, ‘The Measurement of Consumer Ethnocentrism and COO Effect in Consumer Research’, Transformations in Business and Economics, 6, 1, pp. 139-154.
Stone, P 2001, Make marketing work for you: boost your profits with proven marketing techniques, How To Books Ltd, Oxford.
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