Targeting Women as Future Customers to Enhance Brand Relevance
The first solution for increasing the brand’s relevance in the market is targeting women as future customers. Saudi Arabia permitted women to drive in 2017, quickly expanding the market potential. Still, according to Alharabi and Boling’s (2022) research, social media targeting needs to focus on this customer base.
Pros
Marketing the KIA brand to support women’s driving rights is an excellent opportunity to lead new buyers toward the company’s products. This will be beneficial as long as the feminist movements gain more support over the years (Alharabi & Boling, 2022). It should also increase income quickly as an ad campaign targeting a new demographic will make the brand the first to associate with the product type.
Cons
The potential problem here is the risk of damaging the company image in different demographics that rely on traditional values and conservative opinions while analyzing advertisements. The current target audience may boycott KIA or choose to support brands that are less liberal in their public statements. This decision needs additional market research and public image risk evaluation.
Improving Communication Between Sales and After-Sales Departments with the Existing Demographic
Alternatively, the company may keep the existing target demographic and focus on the communication between the sales and after-sales departments. As Balinado et al. (2021) suggest, mistakes in this field affect customer satisfaction and further brand reliability. So, it is essential to improve customer support by reviewing the connection between the Sales department and further feedback center.
Pros
Implementing a better information flow increases the quality and quantity of information received by the customer before the sale and extracted from the buyer after the sale. The customers will also be better informed of the deals and bonuses available.
Cons
On the other hand, adding extra training steps to recruiting new personnel might be economically detrimental and time-consuming. Therefore, the recruiting expenses will rise, and the budget must be regulated more carefully. Further economic research is recommended to calculate the costs and benefits resulting from this change.
References
Alharbi, K., & Boling, K. (2022) Saudi women take the wheel: A content analysis of how Saudi Arabian car companies reached women on social media. Journal of Current Issues & Research in Advertising, 43(2), 165-184. Web.
Balinado, J. R., Prasetyo, Y. T., Young, M. N., Persada, S. F., Miraja, B. A., & Redi, A. A. N. P. (2021). The effect of service quality on customer satisfaction in an automotive after-sales service. Journal of Open Innovation: Technology, Market, and Complexity, 7(2), 116. Web.