Introduction
The Product: marketing on the international scene is very complicated considering the amount of competition that is there and the awareness of cultural diversity issues. However, in the current world where society is getting into a global village, international marketing could be fun. Since it’s in the era of technology where without technology we can get lost and most of our everyday activities involve use of technology, as it makes our lives easier and it saves time. So the product I have chosen is “power mat”. This is a wireless charger. The charger is compatible with use on several devices. It charges numerous electronics like mobile phones, iPods, portable games, electronic readers, GPS devices, Bluetooth headphones, notebooks, and laptops. Power mat technology is highly miniaturized. It can therefore be embedded into practically any device, as well as affixed on the walls and tabletops. Power mat technology is very fast, proficient, and secure. It has therefore revolutionized the way consumers charge their electronics and use energy. I have chosen this product because it’s a new powerful device and there are a lot of people that are obsessed with new technology.
The Target Nation: I have chosen France as the target market. This is because most French people like technology and use a lot of different technological devices; the Power mat is not for people who only have one or two devices. Power mat is more beneficial for those people who have several consoles, iPods, music players, and cell phones (Sarah 430). Also, families can share the gadget. The other major advantage of the device is that it’s wireless. It can hence be placed on counters, tables, or on lampstands.
Since the economic crisis that affected Europe and other areas of the world in 2008, France has been able to get up strongly and the economic position is steadily picking up. The country’s Gross domestic product has improved by 2 percent while the unemployment rate dropped from 9% to 1%. This means that the residents have some disposable amount of money that can be spent on other electronic gadgets (Sarah 430). The global financial crisis did not affect France as such due to its strong economy. In recent past France has had the highest birth rates in the region. This means there are a lot of younger customers who are able to invest in several electronics that could compatible with our Power mat chargers. Younger parents also support the use of technology – electronic products (Sarah 430).
The expected outcome and why: I think this product will be a successful product on the market in France because the market needs such a device, French people will appreciate the idea of this product because it is efficient and reliable, the product cost around $100 Canadian Dollars which is a reasonable price for a device that charges most electronics devices, for example, if a person buys a charger for every device he or she has, it will cost more money, therefore, it is more reasonable to buy this product (Sarah 430).
Cultural Analysis
From Capers International’s perspective, culture can be described as the components a society holds that make it unique and form its fundamental character. Several cultural components can be used to understand a certain culture through these components have in the past been used for negative outcomes (Sarah 430).
Brief History: Capers International carried out research about the history of France as backup information to build on and study the changes that have taken place and those that can be expected. France was a powerful nation just like most of the European nations before the world wars (Sarah 430). Though it faced a lot of problems of resistance, it managed to regain its strength and it’s currently among the very advanced nations in the world in terms of technology, business, and security. When Nazi Germany invaded France during the Second World War, they newer destroyed the city, but considered making it a jewel and wanted to keep it as their own (Sarah 430). The Germans could not mix well with residents in French culture and therefore did not form tight relationships during their interactions. Currently, as people seek a potentially unique environment for business, it’s imperative to totally understand the language, culture, and customs of the French people.
Demography, Geography, Population, and Linguistics: France is a very big country in Europe; it’s second-largest with a very big population of about 57.5 million. Its capital city is Paris and its size is 212,935 miles squared. Other major cities in the country include Lyon, Marseille, Bordeaux, and Lille. The French are considered to be among the wealthiest people and most educated on the planet today (Scott 98). The nation is also highly urbanized having a population of over 75% of the people staying in cities and urban centers. The French are also very much sophisticated individuals with a very unique culture and a beautiful language – French. They also have a variety of happenings in art and literature. The French cuisine and way of traditional clothing have been a national pride. France has been able to impact the rest of the world due to its strong culture and art (Scott 98). This was very significant during the renaissance period. There have been a lot of great people from France ranging from philosophers, playwrights, writers, sculptors, and architects.
The geography of the country is amazing. There are several hills like Mont Blanc, Pyrenees, Alps, and the Vosges. Of the world’s most identifiable features in France is the Eiffel Tower. Other landmarks include Notre Dame Cathedral and arc De Triomphe among others (Scott 98).
Historically, France used to rely entirely on Agriculture and trade as economic activities. France was a very big wine producer. However to date, its economy is more industrialized; France manufacturers, motor vehicles, aerospace products, and other commodities (Scott 98).
Culturally, there is a lot of diversity in France as many people are from a variety of ethnicities. Many people have settled from various places including Africa, Asia, America, Russia, Germany, and the Celts.
Economy: Capers International understands that economic times have been very difficult and as a result assessed the economy of France to get a glimpse of what the firm will be experiencing. France is a very rich country being among the developed economies of the world and a strong member of the Europeans Union (Smith & Holden 45). The counter has a very strong manufacturing industry is as a producer of motor vehicles, electronics, chemical, and machine tools. France also supplies the EU with important produce from agriculture including cheese, wine, and cereals. Bearing in mind that diversity can sustain an economy even in the hardest times, France has also ventured into the service industry and this has really boosted the country’s economy, this includes banking, retail, health, tourist, and communication (Smith 34).
Government Structure: the government structure is a centralized one in France and one of the best or well-organized governments in the world. In fact, most administrative terms like those used in law (e.g. Sovereignty) and legislation were borrowed from French. (Roger 363). The people have power to identify bad deeds in governance and take measures to correct that. France is also a member of very important international organizations for diplomatic and corporate relations; the EU, NAFTA and the UN.
Environmental Analysis
Analyzing the market environment is very critical for Power mat’s success in French market. Businesses are subject to laws and other external factors just like people in a society and it should not be assumed that they are immune, whether it is a sole proprietor trade or a corporate company (Smith & Holden 45). All organization regardless of their sizes have the moral responsibility of observing the regulations and laws of the countries they are operating in. They are responsible to clients, and competitors, liabilities, civil groups and the government (Scott 98). These elements form part of the complex and dynamic marketing environment in which the business must run since business strategy and its market are at loggerheads with the success of their business and the external environment (Roger 363).
Dealing with outside world will be a major understanding with the marketing strategy of Capers International’s power mat in France. As the conditions are ever changing, so will the strategy be reviewed and the external conditions evaluated constantly and reacted to in appropriate manner (Scott 98).
Political Environment: this is very important and it will assist in understanding the political position of France regarding its working policies towards power mat business and also the governance indicators. The way politics affect the sale of electronic gadgets in France has been very unpredictable (Scott 98). However the government regulation has a direct impact on mobile business. Considering that the product to be introduced in France is multiple chargers that can charge a variety of related gadget batteries, policies that affect purchase of these products will affect the market of power mat directly. However, the political environment is very good since the government started accepting bids from foreign nations who wanted to do business in France in technology and especially next generation gadgets (3G) (Smith & Holden 45). This gives our firm so much hope for success.
There is however the problem of having to pay very lump sum amounts for the operating licenses. History of France is that the socialist governance in the past was highly supportive of the nationalization policies and regulation of economy via capitalist economy which at least could guarantee free market system (Smith 34). Capers International appreciates that these policies allow competitiveness in the industry, adapting and integrating into the market and better training or employee and research. The 1996 French law is very important as it allowed some telecommunication activities to be free and be regulated by independent administration (Smith 34). This is expected tom increase purchase of gadgets that use power mat.
The government of France embraces the meaning of integration of economy with the rest of the world. The government still controls some industries like aeronautical, automobile and communication. Free venture is encouraged to enhance decentralization policy (Smith 34).
Economic environment: France currently operated at a Gross Domestic Product of 2.865 trillion Dollars and its 5th greatest economy in the world. The per capita income is estimated to be 34, 207 dollars GDP. Electronics industry is one of the fastest growing industries in the country. There is increased diversification of economy with investments in agriculture, service industry and industrial based firms (Roger 363). As a result, creation of employment is increasing as well. This means that people will have money to purchase electronics that will use out chargers. Though economic recession hit Europe hard in 2008, France was one of the first countries to get out of it with economic growth of about 1.2%
The economic environment is very critical in this nation since the country’s policy is to increase investment, create employment and reduce social problems due to lack of jobs. We hope that our company will be readily accepted into the nation for the same purpose, to offer service, and employment while making profits (Roger 363). To the advantage of power mat is that France has been very active and managed to productively develop vibrant telecommunication market that is likely to boost our product exceedingly. Since the product can be able to work on a variety of gadgets, it’s likely to receive greater acceptance since it would also be economical to people as they will be able to charge several gadget with one and some people even to share.
Social environment: there are over 60 million residents per square kilometer in France and the rate of urbanization is very high at an average of 75.6%. This is directly related to the way people in the city comply with and adopt new technology (Roger 363). Their income is also high with a gross Domestic Product of 22.5 Euros for every resident and this is slightly above average in Europe. In general, the French national information Technology industry is highly developed. Penetration of gadgets that use power mat chargers is increasing steadily (Roger 363). From a market’s viewpoint, France is gaining as the frontrunner position with good technology infrastructure. With this potential market increase, France needs investments in products that will save time, be convenient for use and with wide variety of compatibility. This will save time and many unnecessary gadgets. Our product, power mat charger is just designed perfectly for this purpose. It can serve a variety of batteries from various gadgets (France Ambassade 17).
Over 50 million people hold mobile phones alone while other gadgets have not been assessed. Cameras are also increasing in use just as camera phones, video games machines are increasingly used as many people are embracing third generation technology where gadgetry is so much.
Such technology can only translate into more need for our product on the market. As discovered, many people would love to have electronics that are compatible. This means that multiple chargers that are able to charge batteries from several devices are very appropriate for such market as the clients will not have to experience the nuisance of having many chargers for all the gadgetry that the own (France Ambassade 17). Furthermore this can be shared among family members as well. This is very economical for families and friends who stay together and can attract a lot of buyers. However the only problem is that the market again will be limited as many people can use one power mat. In fact one multiple charger can serve a very big family with different gadgets.
Technological Environments: with increased awareness in information technology, the French market is increasing steadily. Technology is widely embraced and this is evident from the market studies that show increasing investment by electronic giants like Philips, Nokia, Sony and Samsung. Samsung is become a major supplier since its products are lucrative and very attractive to the younger generation (France Ambassade 17). Notable in the market are mobile phones, especially phone cameras and navigation gadgets as well as digital cameras. The market of such product is increasing with increasing population and expansion of the information sector. A variety of products grace the market. They range from second generation gadgets to the latest touch-screen phones and from notebooks to laptops.
Telephony industry reveals that France has a very big market for the cellular and cellular accessories products. The market has been liberal since 1987. 2001 saw a great increase in mobile ownership. There is an estimated 62% increase in penetration of the 3G technology that is expected to hit the market. The percentage increase could be higher considering that telephone use is now diversified to thing like M-business, M-banking (mobile banking) and mobile internet (House 67). Due to the need to have mobile and other electronics in operation at all times, our marketing tactic will focus on quality customer service and other means that will attract consumers to buy our product. We will also strife to get into operations that allow our firm to stay strongly connected to our clients. It’s important to note that with the rate at which new technology is penetrating the French market. People will rely on wireless gadget more than before (House 67). Those electronics that need to have their batteries charged will be used a lot. Mobile banking also means that cellular phones will be used for more operations like never before. Since these phones are complimentary gadgets with batteries, the demand of chargers is assured.
Legal Analysis: There are several legal regulations that have been put up by French government in order to allow business operations in the country. There are one-stop shopping businesses that sell electronic accessories all over France. Capers International will be introducing a new product and not a new business (House 67). Nonetheless, the French law demands that the business professions should strictly act in accordance with the moral and ethical rules since they are subject to scrutiny by professionals like the union or the chamber.
The business sector is governed by rules. Tax is usually a problem for many organizations since the government could set very high taxes that scare away the investors. As a source of incomes for the government, tax should be paid (Jordan 67). This at times is very complicated. Corporate accountants however can advice our firm on this. A tax lawyer who is very familiar with the French law will be hired to guide the firm on the way to handle these issues during the operations of the company. Operations in France are also controlled by corporate law and they fall into categories like Societe Anonyme (SA), S.A.R.L and S.A.S.
France just like many of the nations all over the world supports the Kyoto Protocol which is to conserve the environment. And as such, our company will observe the French environmental law which. The company will be committed to supporting greenest technology and ensure that the products offered are energy efficient (Jordan 67).
Market Analysis
Marketing is a very important aspect of any business venture since the main aim of any business is to make profits, and more so when introducing a new product on the market. The process of planning and implementing the market mix to strategically and tactfully encompass the concept of pricing, promotion and supply of the products is very complex and requires a plan; a market plan prepared according to the corporate strategy laid down initially by the company (U.S Commercial Service para 2). Market mix of power mat will tactically maneuver with the four marketing principles – four P’s which represent Pricing, Promotional activities, place of marketing and of course the product to be marketed. Our marketers will use a variety of means to describe how, when and where information on a product is presented to the customer. The aim is to convince the customer to purchase the product and successful market plan creates the wish to buy hence the marketer needs to understand the likes, dislikes and expectations of consumers (U.S Commercial Service para 2).
Capers International’s corporate marketing has been very tricky for the past few years as it is indicated by the competitor sales report. The firm is operating at average capital in relation to other companies. However, venturing into a new market is intended to boost the operation of the company since this is a way of increasing unit sales (U.S Commercial Service para 3). Marketing mix of price, product, place and promotion will be designed to translate the whole of the operation into a success story (Kotler & Armstrong 17).
The product offering elements will be standardized so as to ensure compatibility with a wide array of batteries. In order to achieve this, market and needs study will be conducted. The strategy to be employed includes external analyses which assess the clients, the marketplace, and competition (Kotler & Armstrong 17). Self analysis which is the evaluation of business performance; strategy identification which covers product strategies like product profile, target, and position in the market; there is also an aspect of functionality which is chiefly differentiation. When preparing a marketing plan, Strategy selection is the last stage that includes real scenario with core competencies in play are identified. The following are very critical components of marketing that were addressed before real implementation of the plan; strategic objectives (market share and profitability), customers (products position and market segment), and strategic focus (Kotler & Armstrong 17).
Promotion – Capers International’s marketing style adopted by power mat multiple charger marketers will be direct selling where advertisements will be made through the media, fliers and mailing. There are many ways to give out information since the information sector is doing very well. Placing adverts on the pop up windows on the famous internet sites is expected to be a success. However, fliers will also be handed out to the clients who visit our stores and buy the products. Media is not limited to the internet but also on television and radio station (Kotler & Armstrong 18).
Product – the product is a multiple charger that is compatible with a variety of batteries from a wide array of electronics. This is intended to reduce the hassles clients would face trying tom search for the specific charger for their electronics. The chargers will be packaged appropriately so that clients can get good products and start up manuals explaining how to use and also for trouble shooting (Kotler & Armstrong 19). A warranty will be given for all the products in order to increase the customer confidence which is expected to translate to loyalty.
Price – the prices will be set advantageously in that the product will cleverly meet the value for money concept. In these economic hard times, people are very keen on what they spend on. Any chance of saving is highly embraced. Nonetheless this does not mean that customers compromise on quality of what they get (Kotler & Armstrong 19). This is not allowed by the increased competition that keep firms working to be the best. Our product is unique and will have premier prices since it will serve various electronics. Sales are expected to be higher as the product is still new and very charges batteries from various gadgets.
Place – the market place for selling the product is France cities which had been identified earlier; Lyon, Marseille and Lille among others. Since the paper had already discussed the market are being very viable and expected to grow based on increased use of technology and need to economize energy. However, the market in France can be very difficult to manipulate and emerge as a winner considering that there have been other products on the market for so long (Kotler & Armstrong 19). However one concept will be able to assist in getting the buyer we want. This is the buyer behavior philosophy.
Several researchers have postulated different theories to explain the purchasing decision of customers and one such a theory is the risk model. When a customer gets to know about them, a need to buy is triggered by several factors either external influences or internal ones. In the risk model, the customer will gather information about the product before making the real purchase. Since the clients cannot judge whether the product will satisfy his or her needs she will have to make the decision based on the risk analysis carried out (Kotler & Armstrong 20). Overcoming the purchase risk is difficult but once one is convinced that the benefits of having the product outweigh the loss for not having it by far, he/she can eventually buy the product to try it out. Some of the risks overcome here include performance risks, perceived risk and psychosocial risks. Power mat is likely to win more clients by this approach.
Recommendations and Timeline
Dealing in multiple chargers is very workable. This is because chargers- multiple chargers will soon become household basic items. As more people invest in wireless technology equipments and items. Capers International should embrace this idea and invest in Power mat because charging battery is necessary ands inevitable (Haine 145). Chargers are usually cheap and affordable this means that with good marketing and pricing, Capers international will make a lot of sales (Kotler & Armstrong 17). Building a brand name for the company should be the priority when setting up prices and producing the power charges as a company with a strong brand name can sell its product at a slightly higher price buy still retain and/or attract more clients. A simple domestic charger could be ten dollars or so, however a brand name charger can cost even 50 dollars due to its reputation and customer trust (Haine 145).
As the campaign for green environment increases all over the world, Power mat will continues making great sales as the products are environmental friendly. The company will also start a campaign for its products to reduce the amount of waste that would be disposed when people use numerous chargers that get old and need to be disposed (Haine 145). Disposal of destroyed electronics has been a major problem in the green campaign. We will try to make innovationist in future to focus on detachable chargers that utilizes solar power and adjoined to savers elements. Clients would be required to carry the chargers along just like jewelry to the open while they carry out their outdoor activities (Haine 145).
Environment conservation is a very strong tool for campaign and marketing in this new century because the world is struggling to reduce waste disposal to the environment and are increasingly investing in energy efficient technology. The introduction of the solar charger is gaining popularity gradually. However the only problem is when the client needs power very large appliances (Haine 145). The development of the multiple chargers is timely and Capers International will try to work in conjunction with the biggest electronic companies in France so that future innovations of electronics will be in harmony so that compatibility is enhanced. The company believes that this gadget is very beneficial, sophisticated and a modern domestic appliance that will revolutionize energy use in electronics. Together with the green campaign, this product will hit the market with a stunning success.
Works Cited
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