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Sanguine mangers characterized by a keenness of understanding of market forces know quite well what to expect when launching a new product in a new market that is characterized by a multicultural environment.
They know that issues such as cultural differences, product branding, norms, values, beliefs, perceptions, distribution channels, communication strategies, market expectations, and satisfied customer differentiate one market from the another (Kang, ND). Success in one market, as has been evident in the US market may not translate to success in the Japanese, South African, or the South American markets.
Each market uniquely defines itself by a myriad of issues such as cultural differences and marketing communications as noted above. Therefore, a marketing plan devised by the successful marketer must integrate strategies focusing a specific audience.
That is the case with Uniland multi-national cooperation. Uniland has successfully marketed its new product in the US market and has aggressively set down marketing plans to take the product further, labeled as Orange homecare medical product, into the global market particularly the South American, South African, and the Japanese markets.
Different markets are uniquely characterized by different marketing strategies due to different cultural backgrounds, consumer tastes, consumer behavior, reactions, and consumer perceptions about new products (Kang, n.d).
Marketing a new product in the US may demand less sophisticated distribution and marketing channels than can be demanded by marketing a similar product in the Japanese, South African, and the South American markets. A solid knowledge about the new market is indispensable to successfully penetrate and launch the new product (Cronin, 2000).
In the modern age of e-marketing, the marketing manager in the new markets could establish a connection element that plays a key role in reaching the target market. Effective communication strategies, e-commerce strategies, could effectively enable the marketing manager to strategically mobilize the target audience to establish a strong connection with them (Arikan, 2008).
The most important consideration in designing marketing strategies for foreign markets that differentiates them with the local US market revolves around culture and brand perceptions carried in the brand message. The American audience may perceive and connect a brand message to their cultural settings differently from the way the Japanese and other markets could.
The brand message is a critical component in marketing in these audiences. Multicultural environments always feel connected to a brand’s message that is delivered through media devices such mobile phones among others. A brand message should critically reflect the cultural settings of the target audience and should explicitly reflect their culture at all levels of product marketing.
Therefore, the marketing manager should strategically tailor the new product to reflect the cultural settings of the new markets.
That is because in the new e-commerce age, while firms find the e-platform as a strategic tool in reaching target audiences in real time, brand messages have the potential to mobilize a big market share leading to higher profits and strong product position. On the other hand, wrongly branded messages tailored for specific audiences lead to wrong perceptions and loss of market (Arikan, 2008).
In conclusion, while a prospective manager searching for opportunities in new markets may use e-commerce tools such as the internet to get instant access to new markets, the need to inculcate a culture as a driving force in formulating new marketing strategies is overly indispensable.
References
Arikan, A. (2008). Multi-channel Marketing: Metrics and Methods for a Successful Business. New Jersey: Sybex Publishers.
Cronin, M. (2000). Unchained Value: The New Logic of Digital Business. Harvard: Harvard Business School Press.
Kang, J. (n.d). Marketing in a Multicultural Environment: Understanding Asian Consumers. The Chartered Institute of Marketing, Hong Kong. Web.
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