Marketing Communication - American Goods Wholesale Club - Essay Example

Communication Plan Introduction American Goods Wholesale Club (AGW) is service providing company. This company provides products which are produced in America to local retailers as well as to club members. The club has planned to expand its business operations in the market of China with the intention of improving profitability as well as to expand business operations in international market. The company on entering the market of China is required to formulate plans as well as strategies in order to launch products in an effective manner. Moreover, the product launch should be communicated efficiently for better awareness of products among customers as well as to increase sale. The paper will emphasize on the factors which are essential for developing a successful marketing communication plan for the launch of the new product. Promotional techniques as well as procedures are required to be recognized along with making an identification of appropriate technologies for performing marketing operations for the company. Moreover, the paper will also emphasize on the differences of marketing communication plan required for the market of the United States and China. Factors Essential for Developing a Successful Marketing Communication Plan Marketing Communication plan is a technique of formulating strategies as well as plans for marketing new products in a market in an efficient manner. There are a few elements which are considered to be an important factor for developing an effective marketing communication plan. These elements are as follows: Situational Analysis The club is required to conduct an analysis of the market segment where the company is going to launch its product. The market size as well as trend of the market is required to be evaluated for recognizing suitability of such market. Moreover, market conditions as well as economy should be ascertained in order to launch the new product in an effective manner (Egan, 2007). Objectives The objective of the club is required to be clear as well as precise in order to expand business operations and to be effective in providing products both at national as well as in international market in an efficient manner (Egan, 2007). Strategy The club is required to formulate appropriate strategies in accordance with the situational analysis as well as objectives of the company. Moreover, the strategies which are formulated should assist the club in marketing products in the market of China in an appropriate manner. Furthermore, the club is also required to devise appropriate marketing as well as communication strategies with the objectives of better awareness of the product among consumers in the market (Egan, 2007). Tactics Tactics comprise elements as well as strategies which are required for performing business operations appropriately. Moreover, tactics will assist the club in performing market operations of the new product in an enhanced manner (Egan, 2007). Action The strategies as well as the tactics formulated are required to be executed in an appropriate manner. Moreover, resources such as budget as well as performance measurement methods among others are required to be analyzed in order to implement the proposed plan effectively (Egan, 2007). Control The strategies as well as plans implemented should be monitored. Moreover, measures as well as modifications are required to be performed at regular intervals in order to perform marketing communication plan in an efficient manner (Egan, 2007). These are the varied factors which constitute to be essential elements for devising an effective marketing communications plan. Moreover, the marketing communications plans are utilized by companies for marketing new products in the market in a successful way. The club is required to launch the new product in the market of China by appropriately considering the aforementioned elements of a marketing communications plan for performing marketing operations effectively. Advertising and Promotional Programs Advertising as well as promotion programs will assist the cub in promoting the innovative product which have been planned to be introduced in the market of China. Moreover, advertising as well as promotional techniques will aid in alerting consumers in market segments about the launch of new product. Furthermore, promotional program will also assist the club in utilizing varied communication tools in order to promote about the new product to target customers. Advertising The new product of the club would be advertised through television, magazines, hoarding, radio as well as direct mailing among others. All these advertising methods will assist the club in promoting the new product both in the market of the US as well as in the market of China in an effective manner (Uva, 2000). Promotion Programs The club is also required to adopt certain promotional programs which include sales promotion as well as direct marketing method. Sales promotion techniques such as coupons as well as discounts should be offered to customers in the market for better promotion of the new product. Direct marketing methods which include mailing customers, making phone calls as well as personally contacting customers should also be utilized by the club in order to promote the new product both in the US as well as in the market of China (Uva, 2000). Technological Trend The advancement of technology has altered the buying behaviors of the consumers in the market of China as consumers’ demand more innovative as well as quality products. Moreover, China has witnessed enhanced technological progress. With drastic development of the economy, it will facilitate the club in performing business activities effectively. The club also has an online store facility which will assist it in providing enhanced services to customers both in the markets of the US and China (The American Chamber of Commerce in Shanghai, 2012). The people of China have drastically utilized mobile technologies as well as online services. Furthermore, it has been observed that the number of people using internet services have increased over the years (Ward, 2005). Comparison of Market Communication Strategies for the US and China Markets The US is a developed country and adopts advanced technologies effectively for performing business operations in an efficient manner. In the market of the US, the club with its online store facility will be able to perform business operations in an effective manner as well as it will facilitate in promoting products effectively. Moreover, promotional techniques such as hoarding as well as advertisement through television will assist the club in promoting as well as in acquiring more customers. In China, as it is a developing country and the club is required to promote about the new product through advertisement in radio as well as television along with other media devices. Moreover, the club is also required to adopt better sales promotional techniques as well as direct marketing method for enhanced awareness of product among customers. Conclusion AGW Club is a service providing company which provides products produced in America to local retailers as well as to its members. The club has also planned to expand its business operations in the market of China in order to improve profitability. Contextually, the club is required to formulate an effective marketing communications plan for introducing new product both in the US as well as in the market of China in an efficient manner. The club is also required to adopt appropriate promotional as well as advertising techniques for better awareness of the new product among customers. Furthermore, the club should adopt advanced technologies for providing products effectively as well as in a convenient manner. References Egan, J. (2007). Marketing Communications. United Kingdom: Cengage Learning EMEA. The American Chamber of Commerce in Shanghai. (2012). China consumer market strategies. Retrieved from http://www.amcham-shanghai.org/ftpuploadfiles/Publications/ChinaConsumerMarketStrategies/China_Consumer_Market_Strategies_2012_Report.pdf Uva, W. (2000). Develop a Successful Promotion Program. Retrieved from http://hortmgt.dyson.cornell.edu/pdf/smart_marketing/uva%2012-00.pdf Ward, M. (2005). Chinas tight rein on online growth. Retrieved from http://news.bbc.co.uk/2/hi/technology/4327067.stm Read More