Purpose
The purpose of the paper is to identify the states that will be most suitable as the setting for conducting a study on the effects of a new hair product developed by Bayer. A specific country will be selected based on the factors, which are created in its environment and which can contribute to the success of the project.
Country Search Criteria and the Logic behind the Criteria
The countries were selected based on the issues that the local people had with hair growth. In addition, the level of poverty and unemployment was taken into account. Logically, people that do not have the money for the medicine will be willing to try it for free as a part of the research. Thus, five African states were selected:
- Chad;
- Ghana;
- Uganda;
- Nigeria;
- Botswana.
Chad
Search Criteria
One of the countries that have first faced the issue of the “male pattern” alopecia (Nwese 654) on a state-wide scale, Chad, is clearly a target for Bayer. The state, however, may seem to be suffering from economic instability, which may affect the company’s progress in the designated area.
General Stability Analysis
The lack of political stability will most likely have a negative effect on the research process. However, the lack of government control over a range of activities in the private sector, including trade, entrepreneurship, and research, can be used for establishing a strong and independent project, which will bring fruitful results. It will be required to cater to the needs of the target audience, though, which is represented by relatively poor denizens of the population in the specified case.
Product Placement
Bayer’s budget may turn out to be restricted due to transportation issues and the R&D processes. The product, therefore, should be placed in the context of the Chadian TV programs. Thus, more people will be able to see it and volunteer for the research.
Political Map
Chad has been suffering from internal disputes and that the Chadian government is trying to regain control over the economy and the political processes (“Chad: Beyond Superficial Stability” para. 2).
Expected Problems and Possible Solutions
Therefore, it can be recommended that the company should adopt a more flexible pricing strategy than the one used currently in the company. In addition, the local low-class residents being the target, a mixture of traditional advertising (i.e., using billboards, public transportation vehicles, etc. as advertisement location) and online advertisement should be considered the key product placement strategy.
Ghana
Search Criteria
The citizens of Ghana also suffer from alopecia, commonly known as baldness. Even though the specified problem is caused by a specific condition (Hogewoning et al. 596), marketing a product that contributes to hair growth for the residents of the specified country is still a reasonable idea.
General Stability Analysis
Being the region where an unceasing flow of goods, both legal and illegal, can be observed, Ghana is viewed as the safest and the most stable country in West Africa (Hirsh para. 2–3). Therefore, the research process is likely to occur rather smoothly for Bayer.
Product Placement
The product placement approach to be adopted must be based on visual placement instead of auditory one so that no misconceptions should arise due to language issues. Integrating the brand into the storyline may be quite tricky, as a detailed analysis of the Ghanaian traditions and culture is required to succeed.
Political Map
The political issues, which Ghana is currently going through, can be viewed as an impediment to the study, though. Moreover, the aforementioned issues related to illegal trade may create a threat to the wellbeing of the participants and the researchers, not to mention the success of the experiment. Consequently, using the neighbouring regions (Togo, Burkina Faso, and the Ivory Coast (“Ghana” para. 3)) as mediators in the research process (i.e., the process of equipment transportation, etc.) should be viewed as an option.
Expected Problems and Possible Solutions
It is expected that the new product will be taken with a grain of salt by the Ghanaian residents. Seeing that several types of research have proven the connection between alopecia and environmental factors (Hogewoning et al. 600), a major promotion campaign will be necessary to convince the target audience in the efficacy of the product.
Uganda
Search Criteria
In order to locate the countries, where the Bayer organisation could possibly promote its products, the states, where people suffer from major hair loss were considered, Uganda is one of them (Steudte et al. 644). Seeing that a range of people in Uganda has issues with hair growth, the product provided by the company may be of interest to them.
General Stability Analysis
A closer look at the general stability rates within the state shows that the Ugandan economy leaves much to be desired. According to the national statistics, 38 % of the residents of the state live in near-poverty conditions (“Statistics” para. 7). Consequently, the company should target the specified population as the most plausible customers.
It is quite likely, though, that middle-class citizens will also be interested in the idea of coping with baldness. In order to hold the campaign that will attract both denizens of the Ugandan population, the company may need to reduce the costs of renting and transportation by choosing cheaper options. It is essential that the product should not trigger any negative associations (Sola and Aydin, 114).
Product Placement
The branding of locations and scenarios should be viewed as an option when it comes to defining a proper product placement strategy (Kramolis and Drabkova 2). The use of information technology in general and mobile applications, in particular, should be utilised for promotion, as it will help spread the information concerning the new medicine faster.
Political Map
As the political map of Uganda shows, the state borders Congo, Kenya, Rwanda, Sudan and Tanzania. Seeing that Sudan and Uganda have a history of trade partnership, Sudan can be used as a mediator in the research process. Access to Uganda through Sudan is essential for cutting losses for transportation.
Expected Problems and Possible Solutions
It is expected, though, that the process of setting the study affiliate in Uganda may be hampered by the complexities related to the current political issues. The lack of stability in the government may result in a crisis, which will envelop both entrepreneurship and research projects. Nevertheless, an elaborate strategy may help deal with the issue in question. Hence, it is suggested that the organisation should work on the means to cut the costs for transportation by using the South Sudan connections.
Nigeria
Search Criteria
A relatively recent hair loss epidemic, which not only adults but also children fell victims to (Al-Refu 187), has spread panic all over Nigeria. As a result, the country can be viewed as a potential participant of the Bayer Corporation, with it’s brand new product enhancing hair growth.
General Stability Analysis
Economically stable for several decades despite a recent issue concerning the election on Goodluck Jonathan and the ensuing attacks by Boko Haram, the state can be viewed as a decent platform for developing a research project in the specified region (Baker para. 6). Therefore, the state can be viewed as a decent platform for the Bayer Company to evolve on.
Product Placement
The product should be advertised with the help of the local radio and television. To convince people to partake in research, Bayer may consider the use of public media, including billboards, as well.
Political Map
A closer look at the political map of the state will reveal that the research process can be carried out by using the transportation routes that the state companies utilise when carrying out business transactions involving companies from other Africa states, as well as Europe, Asia and North America. Specifically, the NEXTT Program, which allows for a major expansion of the trade volume (“Nigeria Expanded Trade and Transport (NEXTT)” para. 2), deserves to be mentioned as an option.
Expected Problems and Possible Solutions
Since Nigerian participants on average belong to low and middle-income families, the adoption of traditional forms of advertising combined with the use of modern technology can be suggested. However, as numerous studies have been carried out and a range of methods have been used in vain, it is expected that people will be quite sceptical of the new product and its effects. Therefore, it will be reasonable to suggest participants free samples of the product as a part of the marketing campaign.
Botswana
Search Criteria
Botswana is another Africa state, where people suffer from severe hair loss (Al-Refu 188). Therefore, it will be a perfect target for Bayer’s research. Enhanced by a variety of disorders such as CVD, alopecia is clearly progressing among the Botswana men. Therefore, the specified country is perfect for recruiting volunteers for the test.
General Stability Analysis
The current economic and political state of the country can be described as bearable, yet the fact that the country is landlocked points at the obvious hardships for the local entrepreneurship to tackle. Therefore, the environment, in which the experiment is to occur, predisposes a major influx of volunteers; however, the Bayer organisation may face transportation issues.
Product Placement
Using social media of Botswana seems a legitimate strategy for Bayer to attract people’s attention to the research. Since social media is rather cheap compared to other types of product placement, it can and should be used by Bayer as the key strategy for attracting research participants.
Political Map
Herein the significance of an analysis of the state’s political map lies. According to the existing evidence, the country is surrounded by a few states, which may be potential trading partners of Bayer. By using the transportation services provided by the Zambia and Namibia companies, Bayer will be capable of carrying out the test for a comparatively small price.
Expected Problems and Possible Solutions
Product placement can be carried out via traditional tools, such as the use of billboards and transportation vehicles as advertisement locations. It is expected that Bayer will face issues concerning convincing people to participate in the experiment, as a range of studies has been conducted in the state with a relatively low rate of success (O’Shaughnessy et al. 477).
Final Recommendations
Although each of the states looks promising enough for setting research, Uganda seems the most reasonable option at present. Its residents are most likely to agree to participate, its political neighbours may become Bayer’s partners in the course of the research, and no observable political or economic obstacles whatsoever stand in the way of the study. Therefore, Uganda should be listed at the top of the list of current options.
Works Cited
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