StudentShare
Contact Us
Sign In / Sign Up for FREE
Search
Go to advanced search...
Free

Marketing Communication - American Goods Wholesale Club - Essay Example

Cite this document
Summary
The paper "Marketing Communication - American Goods Wholesale Club " states that the club is required to formulate an effective marketing communications plan for introducing new product both in the US as well as in the market of China in an efficient manner…
Download full paper File format: .doc, available for editing
GRAB THE BEST PAPER92.8% of users find it useful
Marketing Communication - American Goods Wholesale Club
Read Text Preview

Extract of sample "Marketing Communication - American Goods Wholesale Club"

Communication Plan Introduction American Goods Wholesale Club (AGW) is service providing company. This company provides products which are produced in America to local retailers as well as to club members. The club has planned to expand its business operations in the market of China with the intention of improving profitability as well as to expand business operations in international market. The company on entering the market of China is required to formulate plans as well as strategies in order to launch products in an effective manner. Moreover, the product launch should be communicated efficiently for better awareness of products among customers as well as to increase sale. The paper will emphasize on the factors which are essential for developing a successful marketing communication plan for the launch of the new product. Promotional techniques as well as procedures are required to be recognized along with making an identification of appropriate technologies for performing marketing operations for the company. Moreover, the paper will also emphasize on the differences of marketing communication plan required for the market of the United States and China. Factors Essential for Developing a Successful Marketing Communication Plan Marketing Communication plan is a technique of formulating strategies as well as plans for marketing new products in a market in an efficient manner. There are a few elements which are considered to be an important factor for developing an effective marketing communication plan. These elements are as follows: Situational Analysis The club is required to conduct an analysis of the market segment where the company is going to launch its product. The market size as well as trend of the market is required to be evaluated for recognizing suitability of such market. Moreover, market conditions as well as economy should be ascertained in order to launch the new product in an effective manner (Egan, 2007). Objectives The objective of the club is required to be clear as well as precise in order to expand business operations and to be effective in providing products both at national as well as in international market in an efficient manner (Egan, 2007). Strategy The club is required to formulate appropriate strategies in accordance with the situational analysis as well as objectives of the company. Moreover, the strategies which are formulated should assist the club in marketing products in the market of China in an appropriate manner. Furthermore, the club is also required to devise appropriate marketing as well as communication strategies with the objectives of better awareness of the product among consumers in the market (Egan, 2007). Tactics Tactics comprise elements as well as strategies which are required for performing business operations appropriately. Moreover, tactics will assist the club in performing market operations of the new product in an enhanced manner (Egan, 2007). Action The strategies as well as the tactics formulated are required to be executed in an appropriate manner. Moreover, resources such as budget as well as performance measurement methods among others are required to be analyzed in order to implement the proposed plan effectively (Egan, 2007). Control The strategies as well as plans implemented should be monitored. Moreover, measures as well as modifications are required to be performed at regular intervals in order to perform marketing communication plan in an efficient manner (Egan, 2007). These are the varied factors which constitute to be essential elements for devising an effective marketing communications plan. Moreover, the marketing communications plans are utilized by companies for marketing new products in the market in a successful way. The club is required to launch the new product in the market of China by appropriately considering the aforementioned elements of a marketing communications plan for performing marketing operations effectively. Advertising and Promotional Programs Advertising as well as promotion programs will assist the cub in promoting the innovative product which have been planned to be introduced in the market of China. Moreover, advertising as well as promotional techniques will aid in alerting consumers in market segments about the launch of new product. Furthermore, promotional program will also assist the club in utilizing varied communication tools in order to promote about the new product to target customers. Advertising The new product of the club would be advertised through television, magazines, hoarding, radio as well as direct mailing among others. All these advertising methods will assist the club in promoting the new product both in the market of the US as well as in the market of China in an effective manner (Uva, 2000). Promotion Programs The club is also required to adopt certain promotional programs which include sales promotion as well as direct marketing method. Sales promotion techniques such as coupons as well as discounts should be offered to customers in the market for better promotion of the new product. Direct marketing methods which include mailing customers, making phone calls as well as personally contacting customers should also be utilized by the club in order to promote the new product both in the US as well as in the market of China (Uva, 2000). Technological Trend The advancement of technology has altered the buying behaviors of the consumers in the market of China as consumers’ demand more innovative as well as quality products. Moreover, China has witnessed enhanced technological progress. With drastic development of the economy, it will facilitate the club in performing business activities effectively. The club also has an online store facility which will assist it in providing enhanced services to customers both in the markets of the US and China (The American Chamber of Commerce in Shanghai, 2012). The people of China have drastically utilized mobile technologies as well as online services. Furthermore, it has been observed that the number of people using internet services have increased over the years (Ward, 2005). Comparison of Market Communication Strategies for the US and China Markets The US is a developed country and adopts advanced technologies effectively for performing business operations in an efficient manner. In the market of the US, the club with its online store facility will be able to perform business operations in an effective manner as well as it will facilitate in promoting products effectively. Moreover, promotional techniques such as hoarding as well as advertisement through television will assist the club in promoting as well as in acquiring more customers. In China, as it is a developing country and the club is required to promote about the new product through advertisement in radio as well as television along with other media devices. Moreover, the club is also required to adopt better sales promotional techniques as well as direct marketing method for enhanced awareness of product among customers. Conclusion AGW Club is a service providing company which provides products produced in America to local retailers as well as to its members. The club has also planned to expand its business operations in the market of China in order to improve profitability. Contextually, the club is required to formulate an effective marketing communications plan for introducing new product both in the US as well as in the market of China in an efficient manner. The club is also required to adopt appropriate promotional as well as advertising techniques for better awareness of the new product among customers. Furthermore, the club should adopt advanced technologies for providing products effectively as well as in a convenient manner. References Egan, J. (2007). Marketing Communications. United Kingdom: Cengage Learning EMEA. The American Chamber of Commerce in Shanghai. (2012). China consumer market strategies. Retrieved from http://www.amcham-shanghai.org/ftpuploadfiles/Publications/ChinaConsumerMarketStrategies/China_Consumer_Market_Strategies_2012_Report.pdf Uva, W. (2000). Develop a Successful Promotion Program. Retrieved from http://hortmgt.dyson.cornell.edu/pdf/smart_marketing/uva%2012-00.pdf Ward, M. (2005). Chinas tight rein on online growth. Retrieved from http://news.bbc.co.uk/2/hi/technology/4327067.stm Read More
Cite this document
  • APA
  • MLA
  • CHICAGO
(“Communication Plan Essay Example | Topics and Well Written Essays - 1000 words”, n.d.)
Retrieved de https://studentshare.org/marketing/1612440-communication-plan
(Communication Plan Essay Example | Topics and Well Written Essays - 1000 Words)
https://studentshare.org/marketing/1612440-communication-plan.
“Communication Plan Essay Example | Topics and Well Written Essays - 1000 Words”, n.d. https://studentshare.org/marketing/1612440-communication-plan.
  • Cited: 0 times

CHECK THESE SAMPLES OF Marketing Communication - American Goods Wholesale Club

Marketing: Costco Company

This paper discusses key marketing activities that are undertaken by Costco Company thus becoming a successful firm in the wholesale sector.... Major products that are produced by the company include sea food, home electronics, solar panels, photo processors, baked goods, hot tubs, and meat among others.... marketing Introduction Based on stiff competition in the business atmosphere at the local and international levels, various companies have come up with various marketing strategies in their efforts to keep at bay their competitors....
14 Pages (3500 words) Term Paper

The Effectiveness of Various Marketing Strategies

The company also owns Sam's club retail warehouses which are widespread in most parts of North America.... Nowadays, Walmart is a versatile company specializing in food supplies, iPods game stations, children toys, computer parts, school supplies, kitchen supplies, jewelry, shampoo, hygiene products, beddings, vitamins supplements, family apparel, health and beauty aids, lawn and garden items, automotive products, home furnishings, hardware, sporting goods, pet supplies, and housewares among other products (Evans & Wurster, 1997)....
6 Pages (1500 words) Assignment

Answer the leadership/management case study questions briefly

The need to work carefully with marketing departments and focus on what strengths to accentuate and what weaknesses to work to diminish 2.... ANSWER THE QUESTIONS FROM THE CASE STUDY BELOW 1.... List at least 5 of the situations calling for leadership that you find in the case.... 1....
3 Pages (750 words) Assignment

American Goods Wholesale Club's Perspectives

Jerry Shipley american goods wholesale club Contrary to popular notion, more than 80% of the American consumer spending actually goes towards products made in America, according a research conducted by the Federal Reserve Bank of San Francisco (Hale, Galina, Hobijn, Bart, 2011).... The thesis of this paper is to introduce Team A's company - american goods wholesale club - that focuses on providing a medium for promoting Made-in-America products and market it to its members....
22 Pages (5500 words) Essay

Enviro Golf Tees Company

ore ingredients of our priorites Focus and thrust of the company's business will bear the "core ingredients of the various definitions that collectively indicate the basic priorities of marketing:satisfying customersMarketing of the product will be primarily based on a wholesale basis, not piece-by-piece.... marketing a product with an objective of helping preserve the environment is the primary goal.... Pricing decision should be set in accordance with organization's objectives, costs for the manufacturing, other marketing mix variables, channel member expectations, buyers' perceptions, competition, and the legal and regulatory issues....
9 Pages (2250 words) Case Study

Analysis of the Various Marketing Channels

By the use of the wholesale model, this has proved to be the focal point in generating the company's profits while at the same time, it has maintained low prices.... Business organizations are facing intense competition and it is important that they adopt effective marketing channels and good relationship marketing so that the goods that they manufacture get to the end consumers.... The physical component involves the distribution of goods and services from the manufacturer to the end user who is the consumer....
5 Pages (1250 words) Term Paper

Marketing Strategy of Atlas Travel Club

This paper "Marketing Strategy of Atlas Travel club" focuses on the marketing strategies of companies that focus on emerging markets.... The Atlas Travel club, an incoming tour operator based in London, will be used as a case study in order to meet the objectives of the study: to determine markets, to discover the rationale for choosing a marketing strategy, what factors influence marketing strategies, and how to determine the effectiveness of marketing strategies....
28 Pages (7000 words) Dissertation

Enviro Golf Tees

marketing communication will be focused on the creation and execution of printed materials, the television, newspapers and other forms of media.... 5) Marketing of the product will be primarily based on a wholesale basis, not piece-by-piece.... We have to help the 'green movement' by minimizing the production of non-biodegradable materials, producing biodegradable ones and helping reduce the surplus inventory of goods in plants and industries....
9 Pages (2250 words) Case Study
sponsored ads
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.
Contact Us