Assignment 08c05: Business Communication Directions

Assignment 08c05 Business Communicationdirections Be Sure To Save An

Be sure to save an electronic copy of your answer before submitting it to Ashworth College for grading. Your response should be four (4) double-spaced pages, answer in complete sentences, and use correct English, spelling, and grammar. Sources must be cited in APA format.

Select a fairly inexpensive product that you currently own, such as a moderately priced watch or radio, and choose a country you are not very familiar with. Imagine you are part of the international sales department of the manufacturing company and are proposing to make the product available in that country.

Begin by researching the country thoroughly using almanacs, encyclopedias, the Internet, and library databases. Focus on social life, economic conditions, and cultural traditions relevant to the product's use. Prepare a 1-2 page report for the company's chief operating officer, including the following:

  1. Brief description of the product you plan to market abroad.
  2. Description of the country you have selected.
  3. Identification of the target demographic—people who would find the product attractive—and supporting facts.
  4. Explanation of how the product will be transported into or manufactured in the country, with supporting justification.
  5. Recommendation for a location of a regional sales center, with supporting reasons.
  6. Analysis of how the product will perform in the new environment, supported by at least two facts.
  7. Two marketing recommendations: steps to take immediately and strategies to develop later.

Ensure your report is clear, logical, and thoroughly supported with credible sources cited in APA format.

Paper For Above instruction

The decision to expand a company's product to international markets demands thorough research and strategic planning. For this report, I have selected a moderately priced wristwatch as the product and Kenya as the target country, given its emerging economy and increasing consumer demand for affordable luxury items. This analysis explores the product, the country, target consumers, logistics, sales center placement, market potential, and marketing strategies.

Product Description

The product under consideration is a versatile, affordable wristwatch equipped with both analog and digital displays, featuring durable materials suitable for daily wear. Its affordability combined with style and functionality makes it attractive to a broad consumer base across various age groups, especially young professionals and middle-class consumers seeking fashion and practicality.

Country Description

Kenya, located in East Africa, has experienced consistent economic growth over the past decade, driven by sectors such as agriculture, tourism, and services. Urban centers like Nairobi and Mombasa are hubs of economic activity, with a rising middle class and increased disposable income. The country’s social life emphasizes community, fashion, and status, making stylish accessories like wristwatches appealing. Despite economic growth, income disparity remains, and affordability is a crucial factor for consumer purchasing decisions.

Target Market

The primary consumers likely to find this wristwatch appealing are Kenyan young professionals aged 20-35, who seek affordable yet stylish accessories to reflect their social status. A supporting fact is that urban Kenyan youth demonstrate a growing interest in fashion accessories, driven by global influences and social media trends, which boost demand for affordable luxury goods (Kiplang’at, 2021).

Transportation and Manufacturing

The watches could be imported initially via sea freight through the port of Mombasa, which is Kenya’s main international shipping hub. This method is cost-effective for bulky items and aligns with the country’s infrastructure capabilities. Should demand warrant, establishing a manufacturing facility using local labor and materials is viable, especially since Kenya offers incentives for foreign investment in manufacturing sectors, and the availability of raw materials like plastics and metals supports local assembly (Kenyan Investment Authority, 2022).

Regional Sales Center Location

Nairobi is recommended as the regional sales center location due to its status as the economic and commercial hub. It hosts the headquarters of many multinational corporations, has advanced infrastructure, and a burgeoning consumer market. A supporting reason is the high foot traffic in Nairobi’s central business district and shopping malls, facilitating visibility and access to target consumers (Nairobi City County, 2023).

Market Performance Prediction

In Kenya, the wristwatch is expected to perform well due to increasing urbanization and a growing middle class craving affordable luxury. Two supporting facts are the rise in smartphone usage, which complements watch sales as accessories (World Bank, 2023), and the cultural inclination toward status symbols that influence purchase behavior (Munyao, 2020).

Marketing Recommendations

Immediate steps should include establishing partnerships with local retailers and launching digital marketing campaigns targeting social media platforms popular among Kenyan youth. Later strategies might involve establishing local assembly to reduce costs and customize designs to local tastes, as well as developing loyalty programs to retain customers and build brand loyalty.

Conclusion

Market entry into Kenya for the affordable wristwatch is promising, supported by economic growth, favorable consumer trends, and strategic logistics. Properly targeted marketing and local engagement will enhance the product’s success, establishing a foothold in this emerging market.

References

  • Kenyan Investment Authority. (2022). Kenya investment opportunities report. https://invest.go.ke/
  • Kiplang’at, S. (2021). Fashion and youth culture in Kenya. East African Journal of Social Sciences, 12(3), 45-60.
  • Munyao, K. (2020). Consumer behavior and status symbols among Kenyan youth. Nairobi Business Review, 17(2), 89-105.
  • Nairobi City County. (2023). Economic overview. https://nairobi.go.ke/
  • World Bank. (2023). Kenya economic update. https://worldbank.org/kenya

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