Question

Assignment Details

Select a Fortune 500 international company in the service industry. Using your selected company as the basis for your research, prepare a paper that will:

• Describe the main line of business of the company.
• Name four of the countries in which the company operates.
• Explain in detail the implementation of the 4Ps marketing mix concept by the company.
• Describe any differences observed in the implementation of this concept, from one country to another.

Present your findings as a Word document of 4–5 pages that is formatted in APA style.

The following information is provided to help with your assignment:

There are some products and services that can enjoy global success. Global trade has significantly become more convenient for businesses because of improved transportation and communication opportunities. No doubt, technology makes buying and selling easier and faster.

Today, global trade is practical and profitable. The world is a big place and going global is often a good business strategy to expand a company’s brand. The decision to move a brand into the international marketplace takes in account the marketing environment as well as international trade laws, competition, global customers and distribution channels.

Whether a company remains domestic or national, or global knowing the customer remains paramount. Also, as more companies move toward globalization, companies need to consider the international aspects of a global marketing plan. Changes in technology can also significantly influence demand for a company’s product or service.

In addition, cultural aspects such as language, customs and social mores need to be evaluated as well as how results related to revenue and market share will be evaluated.

Companies need to consider:

• Product positioning.
• Global competitors.
• Resources for productions and distribution.
• Customer targets.
• Distribution channels for the product online and in-store.

The decision to go global includes evaluating the uncontrollable variables related to the political, legal, social and economic environments.

Only a company’s product can be controlled, using the marketing mix—product, place, price and promotion. How a company brings the controllable and uncontrollable variables together help in making the marketing decision to go global.

Moving into a country includes various entry options such as exporting, licensing and franchising, contract manufacturing, joint ventures where local firms lend their country expertise.

Many international laws exist, especially related to importing and exporting goods. Depending on the country you are doing business with, complying with global, regional and local laws is important. Understanding trade barriers and tariffs are also important.

Finally, understanding how to communicate a specific message is another consideration when going global. Advertising messages may need to change based on the cultural values of the customers respective to the country. Marketers must also be aware of language differences, cultural, religious and social values may impact the type of message used in the marketing communications campaign.

Answer 1

Abstract

Electricity has become a major necessity in everyone’s life today, Zenith electrical company is a company that offers electrical services and products. It is reliable and aims at offering its services all over the world.

Introduction

Zenith Electrical Consultants is an electrical company offering electrical consultation services, installation services and sell electrical products globally. It is one of the leading companies in offering electrical services. The headquarters of the company is in London and have branches globally. Among the countries they operate in include Chicago, China and Japan.

4P’s marketing mix concept

Their market mix combination has contributed so much to the poisoning of their services globally:

Product- they do not manufacture their own products instead they offer electrical consultation services, installation services and sell electrical products. Their products are of high quality, they are packed in different sizes and packages to meet the needs of specific groups of people in the society including business owners, professionals, and low income earners. Their services are readily available, any time 24/7 their line is always open ( United States, Matsushita Denki Sangyō, United States & Zenith Radio Corporation, 2005).

Price- their prices are fairly set, not too high or too low, the quality of the product cause the price difference but they always meet the value for money, products of very high quality are charged higher, services also depends, the bigger the surface area the higher the cost.Place- they operate from the main center in every town, to enable them access every area including local areas, their shops are strategically positioned to separate them from other brand sellers and imitations, their service providers are not hard to identify they have a logo on their daily wear. Their products are not sold to wholesalers or retailers they sell them on their own. They ensure that the products and services are available at the right place and time whenever needed

Promotion- advertising so far has been their best method to reach out, through the media, the radio, magazines, newspapers and the website. Once in a while they promote their services an activity that has helped them enhance their brand name and gain high market shares and increased sales of their products and services.

Competition

Competition has been a major issue facing the company, not failing to recognize upcoming competitors in this industry, as a result of high competition they have been doing many promotions and a lot of advertising at the same time, they have increased their services and lowed the prices. They ensure customer satisfaction as a way of retaining their customers and attracting new ones to be competitive.

Target market

In the market they target all classes of people, regardless of their class, ethnicity, gender religion and location. Everyone requires electricity in one way or another hence they try to offer everyone the best services. Their services are fair and affordable by everyone, their products are also made, packed, and of different make to suit everyone in the society.

Product strategy

They have set their product strategy in a very simple way, they offer electrical services and electrical products to everyone, their products and services are safe to install and are installed in a way that unless highly tampered with they cannot cause any harm. Their products and services are of high quality, energy saving and environmental conservative this makes them win the trust of their customers.

Distribution strategy

They do not have intermediaries to distribute their products, they have exclusive distribution channels, a delivery will be done once requested, they prefer this method to avoid counterfeit products of which it’s a problem they have faced for a long time and nearly caused their product and services to lose market.

Communication strategy

Having placed the products in every town and making the service available communication is made easy, by the free customer feedback lines and emails, the customers can call for free or email and they will be at their service with no time. They use the social media to communicate to their customers and make them aware, remind them and inform the about their company. They also do customer visits to communicate to their customers ( Grayskul ,2013).

Pricing strategy

They use the odd pricing strategy in which the last digits are odd this gives their customers no chance to bargain because the prices are reduced while in real sense they are not reduced, it takes advantage of the human psychology. They also consider the value of money in their pricing.

Difference observed

There is a difference in Chicago market unlike the others where the competition is high and the pricing strategy they use and the communication strategy is not successful like in the other countries because the people there have great trust on the oldest electrical company this makes it hard for them ( Fabin & Cinema Guild, 2008).

Conclusion

This company has effective marketing mix concepts and they are helping it so much to win the market. They aim at serving the customers and ensuring there are satisfying with their services and they consider energy saving and environment conservation.

References

• Fabin, S., & Cinema Guild. (2008). Tesla, the zenith factor. New York, NY: Cinema Guild
• Grayskul (Musical group). (2013). Zenith. S.l.: Fake Four, Inc.
• United States., Matsushita Denki Sangyō., United States., & Zenith Radio Corporation. (2005). Matsushita Electric Industrial Co., LTD., et al., appellees v. the United States and Zenith Radio Corporation, appellants, appeal nos. 84-693 and 84-694. Washington, D.C.?: U.S. Court of Appeals for the Federal Circuit.