Sales Management Marketing Mix and Entry Strategies
A promotional strategy is essential for any business in entering a new market. The promotional strategy will aim to direct the promotional activities in line with the business’ overall company aim. It is effective to adopt an integrated marketing strategy where all elements of marketing are in line with the organisations wider strategy and to take a market orientated approach (Jobber and Lancaster, 2003) QKC will have differing aims in the short, medium and long term and the promotional strategies will need to compliment these defined plans and evolve overtime, from point of entry or short term promotions through to being established in the market and therefore the long term promotional strategy. A product life cycle can outline the various stages a business will transcend through.
In the short term, QKC, aim to enter the US market and build customer clientele. Marketing is effective if the organisation has a differential advantage and concise target market (Jobber and Lancaster, 2003) British carpet has a good reputation for being quality and seen as a status symbol, which generates both a functional and emotional need for QKC products. Moreover, there is a gap in the US market for a carpet manufacturer who produces good quality Axminster carpet. Furthermore, a target market in the US has been defined. Axminster carpet is more desired by the contract market and demand will, “be spurred by increases in non residential construction and motor vehicle production.”(Reuters, 2009), therefore, the contract market is the division QKC should focus on initially.
In defining a promotional strategy for QKC, in the short term a focus should be on personal selling. Personal selling is well suited to promoting to a contract market, and can be fully integrated with the marketing strategy, with the aid of a differential advantage and target market (Jobber and Lancaster, 2003) The contract market is likely to require the positive attributes that personal selling offers,
In the short term, QKC, aim to enter the US market and build customer clientele. Marketing is effective if the organisation has a differential advantage and concise target market (Jobber and Lancaster, 2003) British carpet has a good reputation for being quality and seen as a status symbol, which generates both a functional and emotional need for QKC products. Moreover, there is a gap in the US market for a carpet manufacturer who produces good quality Axminster carpet. Furthermore, a target market in the US has been defined. Axminster carpet is more desired by the contract market and demand will, “be spurred by increases in non residential construction and motor vehicle production.”(Reuters, 2009), therefore, the contract market is the division QKC should focus on initially.
In defining a promotional strategy for QKC, in the short term a focus should be on personal selling. Personal selling is well suited to promoting to a contract market, and can be fully integrated with the marketing strategy, with the aid of a differential advantage and target market (Jobber and Lancaster, 2003) The contract market is likely to require the positive attributes that personal selling offers,