Sustainability of the market and factors that influence it
The company Blue E-Cig can market its products in Great Britain for several reasons. First of all, this region represents one of the most sustainable markets since customers living in this country have significant purchasing power. They can buy the electronic cigarettes, manufactured and sold by the company.
First of all, at present, there are ten million of smokers in Great Britain and many of these people can use the products of Blue E-Cig (Cancer Research UK, 2012, unpaged). It should be taken into account that many people try to reduce their dependence on cigarettes.
Therefore, the products of the company can be of great interest to them since they can enable them to reduce many health risks. Certainly, the economic crisis affected the income level of many people in the United Kingdom, but despite these factors, this market still remains profitable for businesses like Blue E-Cig.
Innovation and technology
The main advantage that Blue E-Cig has is that offers products that can reduce the risk to the health of a consumer. By combining various technologies, the company can create cigarettes that can enable clients avoid the dangers.
In turn, the development of technologies enables Blue E-Cig to manufacture the products which can be superior to the conventional cigarettes sold by tobacco companies (Blue E-Cig 2013). By starting their operations in the United Kingdom, the company will be able to establish partnerships with various suppliers.
Social and demographic characteristics of the market
It is also important to speak about the social and demographic characteristic of market in the United Kingdom. First of all, people living in this country are becoming increasingly aware about the dangers of smoking. They individuals usually pay more attention to their lifestyles (Cancer Research UK, 2012, unpaged). These are the main issues that the management of Blue E-Cig should consider.
One should not suppose that the declining use of tobacco products will adversely affect the profitability of the company. It should be taken into consideration that many of people, who wish to give up smoking, can take interest in the products of Blue E-Cig since they can be a good substitute to conventional cigarettes.
It is also important to remember the customers living in the United Kingdom can represent different cultures. Some of these cultures can accept smoking. This issue is particularly important when one speaks about people who came to Great Britain from India (Gilman 2004, p. 68).
In turn, the company Blue E-Cig can win the loyalty of these customers by redesigning some elements of their products. In particular, one can speak about packaging. On the whole, by learning more about cultural distinctions, the management of Blue E-Cig will strengthen their position in the market. So, the costs of additional efforts can be justified.
Conclusion
Overall, this discussion suggests that the company can derive significant profits by entering the market of the United Kingdom. There are several beneficial trends that should be taken into account.
In particular, one should mention the desire of many people to decrease their dependence on tobacco products and their search of substitutes to conventional cigarettes. Secondly, one should not forget about cultural characteristics of the target audience such as acceptance of smoking. These are the factors that should be considered by the management of Blue E-Cig.
Reference List
Blue E-Cig. (2013). The Official Website.
Cancer Research UK. (2012). Smoking. Web.
Gilman, S. (2004). Smoke: a global history of smoking. London: Reaktion Books.