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Segment Descriptor

The favoured export market entry strategy favoured is to select a first-priority region, secure initial business revenues and then focus on building operations there, rather than trying to expand into all regions at once. This is termed the win-and-build approach.


Start with indirect export marketing to quickly build foreign market buyer trust in your business and its products. You target foreign subsidiaries located in the local market as network facilitators and/or product buyers as an entry strategy into their home market. Similarly, using introduction by professional services networks can accelerate successful market entry.

Product will require adaptation to meet local marketing, regulatory and technical requirements. Marketing, sales and service materials and manuals, agreements and so on will have to be internationalised. Make sure your product name, slogans and concepts “translate” in target countries and cultures. For example, Coca Cola’s launch name in China translated into “female horse stuffed with wax”.

CUSTOMER PROFILE
DESCRIPTION

  • Unconfident product buyer
  • Interested in a relationship
  • Interested in learning more
  • Prepared to take risks
  • Likely to be loyal

KEY CUSTOMER NEEDS
DESCRIPTION

  • Wants a relationship and ongoing dialogue
  • Wants to understand their options
  • Wants a swift and simple sales process

DESIRED BUYING PROCESS
DESCRIPTION

  • Wants a choice of access channels
  • Swift and simple

POSITIONING FOR SALES PROCESS
DESCRIPTION

  • Offer information and access to advice through direct-mail
  • Facilitate appointment by customer
  • Follow-up step with adviser
  • Clear and simple information to be provided at detail level decided by the customer

POSITIONING FOR SERVICE/RELATIONSHIP MANAGEMENT
DESCRIPTION

  • Regular personalised and ongoing contact
  • Call centre to support
  • Free-phone advice line
  • Annual review (without pressure)

POSITIONING ADVANTAGES VERSUS COMPETITORS
DESCRIPTION

  • Free information service to customer
  • Depth and range of advice given
  • Sales process, as desired by the customer (not the provider)

MARKETING COMMUNICATION OBJECTIVES
DESCRIPTION

  • Establish and create awareness of the new positioning
  • Build brand image
  • Influence purchase process – encourage contact

KEY MARKETING COMMUNICATIONS MESSAGES
DESCRIPTION

  • Real two-way relationship, based on listening to what is needed

 

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