Part 1: Candy in Canada
1. Which 6-digit SIC code was the most relevant? 206401 Candy & Confectionery-Manufacturers
2. How many leads did you generate?
a) With all Candy and Confectionery Manufacturers? 93
b. Once you limited to <100 employees? (Using all sales) 0
c. Once you limited to 5-10 million in Sales Volume? (Using all employees) 0
d. Limiting to BOTH less than 100 employees AND sales of $5-$10 million? 0
3. Discuss some of the specific issues you may face in expanding into the Canadian market. I am looking specifically for issues in expanding into a global market.
One of the issues that one may be faced with when expanding into global market such as Canadian market in this industry is the change in tastes and preferences of the customers. Customer’s tastes vary from one culture to the other and from one country to the other. Some of flavors that are common in the US market might not be pleasing to the Canadian customers. due to this, the company will need to invest more in the development and production of new and more preferable flavors. The other issue that is faced concerns the rules and laws that govern businesses in this country. Their laws and regulations will or might be different from the ones that are used in the home country such as taxation laws and businesses registration laws. The company will therefore need to follow these rules and regulations to the letter to avoid being denied their license to carry out business in this country.
4. Suppose we end up with 110 leads. Estimate the cost of sending a single post card to each of them. Include the cost of postage, printing, and the cost of the mailing list in your estimate. You can find Canadian postcard postage information through the USPS web site and printing through online service or through some place like Staples or another printing company. You must supply actual pricing information in your calculations.
Suppose that this particular mailing list costs $500to buy from InfoUSA. Is your direct mail approach reasonable considering the number of leads you have generated?
a. Estimate: $____________ (include all costs)
b. Feasibility: This section should be about 200 words. Think about how much profit you stand to gain from the sale of each machine.
Answer: the cost of an international postage stamp is $2.50. For the 110 leads that we have, the company will spend $ 275 on postage expenses ($2.50*110). Printing costs will add up to an estimated amount of $220 since printing of a single card is $2. With a shipping cost of $150 the company will spend a total of $645 on mailing directly to the customers in Canada. This mount is arrived out through the addition of all the costs spent; the printing costs, postage costs and the mailing costs. When one buys from InfoUSA, the total expenditure on postage is $500. The company should not buy from infoUSA as they will use less amount compared to the $645 spent through direct postage. Due to this the company will make a profit of $ 145 when they forego the use of direct mailing option for the Canadian market.
5. What if we had generated 3000 leads at a cost of $1500 for the larger list from InfoUSA?
a. Estimate: $____________ (include all costs)
b. Feasibility: This section should be around 200 words.
Answer: with 3000 leads, the company would spend $7500 on postage purposes. When mailing amount of $600 is added, together with printing cost of $6000, the total cost adds up to $14100. This shows that the company spends more on posting directly to the Canadian customers compared to when they do not use the option. The amount that is spent when the option is foregone is $1500. This shows that the company will spend more on the costs and sue to this, will incur losses. The company should opt to not using the direct mailing strategy and through this strategy; they will save up to $12600 from the foregone option.
Part 2: Mobile Marketing
- Using the Mercedes case study, rather than just focus on television and other more conventional forms of advertising, Mercedes went the extra mile to involve mobile marketing by placing the #YOUDRIVE hashtag on TV the commercials. Given that the segment of the market composed of younger people are fanatics of internet-enabled mobile devices and also of social media sites like Tweeter and Facebook, this was bound to trigger the users to follow the story on Twitter. This not only enhanced social media marketing but also drove more traffic to the YOUDRIVE website, allowing Mercedes to market their A-class hatchbacks to more of the younger section of the market. More views for the Youtube trailer were also generated a move not only created more awareness of the A-class hatchback, but also got more of the younger generation interested in this particular class of Mercedes vehicles.
- Part 3: PRIZM
- What ZIP code did you use? 03
- What segment did you choose as your target market? Movers and shakers
- Describe their interests and characteristics; it is made up of America’s up and coming business class people. The group is made up of highly educated people and very wealthy. The group is also comprised of very young people, mostly between the age of 45 and 60 year. Given its high percentage of executives and white-collar professionals, there's a decided business bent to this segment: members of Movers & Shakers rank near the top for owning a small business and having a home office.
- What product/business did you choose? ; land rover
- How would you market/promote your product to the social group that you have decided to focus on? Be VERY detailed in your answer (about 200 words)
Answer: This [products would be marketing in this group by using online marketing as one of the methods. This group of people is made up of the young generation people and due to this, they spend most of their time online. It is therefore important to use online methods such as social media to capture their attention. Another method that can be used to market is by opening up of a branch or another near the estates that are inhabited by most of these people. Through this method, they will be in a position to access the automobile shop for more information.
