We Print Company Analysis - Assignment Example

Lecturer We Print Company Introduction One of the major aims of any business is to expand. After a total of six years in existence, We Print Company has effectively exploited the customer and business clientele in the United States of America (USA). After settling on the print supply business, we have managed to realize a tremendous growth. This has enabled us to enjoy a competitive advantage over our rivals and emerge s among the most established and dominant suppliers in this sector. It is for this reason that we are extending our services across the US borders. Thus, as part of our expansionist policy, we are launching a new market her in the United Kingdom (UK). With a good reputation and dedicated service delivery, we are sure of conquering this new market. However, unlike in USA, we will have to adopt new strategies which will enable us coax and maintain a large pull of clients. Although we will only focus on business customers, we are sure of realizing a success which has of course been associated with our company since its inception. However, it will not be an easy task because it will be a challenging moment to our company. Therefore, in order to succeed, we will have to adopt well-researched appropriate strategies. Sales Strategies As an organization, we will have to properly plan to sell our commodities to this new market. Among the most important activities to be undertaken to ensure a successful utilization of this market is the selling of products. As suppliers, we are always aiming at distributing our commodities to a team of target clients. However, before launching such a new market, it is the responsibility of the management to liaise with the Sales and Marketing Manger to conduct a market research in order to find out more information about the new market. Hence, it implies that, as pat of our promotional activities, we will have to conduct and intensive and rigorous research to enable us understand much about the clients’ attitudes, level of competition in the market and pricing strategies before settling on our target market (Kerin 117). Based on this, I would like to categorically state to you that we will settle on personal selling as one of our sales strategies. This means that we will have to recruit a team of sales executives who will have to traverse different regions of the country to communicate with our potential customers face-to-face. This, in our opinion, is one of the most innovative ideas which will enable our sales team to personally meet with our target clients, engage them in discussions and persuade them to buy from us. This is good because it will give them an opportunity to make any clarification on issues which might be bothering our clients. At the same time, it will help in making all the necessary clarifications before eventually luring the client to be part of our trusted and dignified client. However, in order to take care of the dynamics of this market, we will have to be flexible in our choice of selling strategies. In other words, we will have to make a good use of the order-takers, order-creators and order-getters. As part f our marketing policy, we will have to heavily rely on personal selling as one of our strategies. Therefore, the order-takers are types of sales agents who will be acting as part our online sales team who will not be actually involved in the delivery of our products. Instead, their major duty will be to take orders placed by our clients through the telephone or online. Since we are committed to broadening our customer base, we will also take a very position in the online marketing. Meaning, a part of establishing retail outlets, we will use internet as part of our distribution chains. Besides, the company will also have to incorporate the services of the order-creators. This is a class of sales executives who will not be dealing with real clients, but other parties which will be instrumental in referring their clients to seek our services. As far as our services are concerned, these might be organizations or wholesalers dealing in our complementary commodities. Therefore, whenever a client visits their premises to purchase their products or seek their services, they will have to refer them to us in order to acquire our products which might be useful in meeting their needs. Therefore, if we create a team of order-creators, they will help in persuading these clients to collaborate with us. Moreover, we will have to include the services of the order-getters. Essentially, this is a category of personal sellers which will be charged with the responsibility of directly meeting the clients and coaxing them to purchase our commodities. Unlike the order-takers, these agents will be acting as frontline salespeople who will have to personally meet the potential clients, talk to them and persuade them to consider purchasing our commodities (Kerin 79). This will be very important because it will enable our company to broaden its customer base as it strives to enjoy a good share of this market. The use of these sales agents will be very important in supporting the promotion mix to be adopted by this company as part of its broader strategies. According to our policies, personal selling will be used along side advertising, direct marketing and public relations. These are all strategies which will help in promoting our commodities. If we effectively apply all of them, we will manage to create adequate information tour clients and be in a position of identifying and serving our appropriate market. For instance, direct marketing will enable the company to shorten the distribution channel by eliminating any middlemen who might, in one way or another, inconvenient the eventual consumers by causing unnecessary delay and increase in prices. Therefore, by doing this, will be stabilizing our position as we prepare to exert our entrance into this new market. As a profession, I am very sure that this will put us in the right path of not only appealing to our potential clients, but also outdoing the stiff competition in this market. As a company, we believe in flexibility. In fact, we always welcome change as part of our system. It is the major challenge which we need to always cope up with. For this reason, it is my opinion that we will have to revise our marketing policies and tailor them to be relevant to this new market. After all, we are very much committed to adapting to change as we commit ourselves to improving the quality of our services before satisfying the diverse needs of our clients, coping up with competition and exercising our dominance in the market. New Sales Staff As part of our growth, we will have to increase our staff. These will be professionals from UK. Since they come from this country, they have a sound knowledge about the market trends and dynamics here. This will help us a great deal. Since our major concern is the selling of our commodities, we will have to hire new salespersons to be in charge of selling our products to our new clients. These will be local citizens who are qualified to be recruited as sales agents. Because this job is highly involving, it requires informed personnel who deeply understand much about the geography, people, culture and business climate of the entire UK. Such traits will enable them to easily traverse different parts of the country as they sell and market our commodities. A part from considering academic and professional qualifications, the management will focus on the ability of these employees to effectively execute their duties. This will be pegged on their experiences, confidence, endurance, determination, industry, focus, intelligence, charisma, resilience and empathy. Selecting a pool of highly qualified and experienced sales agents will enable the organization to accomplish both its short and long-term objectives. However, in order to achieve this, the management will have to come up with measures to motivate these staffs by providing them with good working conditions, offering attractive and remuneration packages, providing progressive commissions (based on the volume of sales), providing extraneous and other allowances, health and insurance schemes. This will definitely boost their morale and make them work hard to help the organization to realize its goals. However, in order to manage them, they will be under the supervision of Sales and Marketing Manager. This is an officer who will be tasked with coordination all the activities of these sales agents. It is through this office that plans will be outlined to help in the definition of their objectives, planning, organizing, and coordinating their roles before eventually evaluating the quality of their services. This will enable the company to accomplish its objectives. The USA Sales Professionals By crossing to UK, we will definitely become a multinational. Therefore, as part of our growth strategy, we will have to come with a section of our staff. Among the most important personnel to bring along will be our sales executives. They will be selected from amongst the best performers who had used their skills and expertise to make great contributions to the company. As expatriates, they will be used to conduct research, offer consultancy and guidance services to our new sales personnel. This will help in making them work extra hard in order for them to meet our highly set expectations. With these expatriates in the team, the local sales agents will be professionally supervised and mentored into this hard and challenging task. The mixing of the locals and expatriates will enable us to establish a strong team of sales persons. Thus, we will be assured of maneuvering the new market as we tackle the stiff competition from the already established and up coming competitors. Trade Fairs As a new entrant in this market, we will have to look for opportunities that would enable us to be privy with all the prevailing conditions in the market. Therefore, one of the platforms to use is trade fairs. Whenever any such event is organized within the country, we will have to attend. Through this, we will get an opportunity to meet several existing and potential clients and competitors (Kerin 83). In the long run, we will reap several benefits which will increase our chances of exercising our dominance over the new market. First, attending these fairs will grant us an ample opportunity to come across some of our competitors. Through this, we will be able to learn more about their strategies and technologies. Therefore, we will know their weak areas and take advantage of them. Besides, we will meet our clients. Since these fairs are public, if we attend them, we must meet our existing and potential clients whom we will interact with and answer all their queries. Moreover, these fairs will help our company to meet our suppliers and be able to make orders and negotiate over several issues. Last, but by no means the least, the trade fair will be a better place for giving presentations and exhibitions about our products. Thus, it will make it easier for us to meet other colleagues and be able to establish a networking and good working relationships with them. Therefore, as part of the top decision-makers, I will ensure that a lot of funds are allocated for these fairs. It will help us a great deal. Works Cited Kerin, Roger A. Marketing: The Core. McGaw-Hill Ryerson, 2012. Print. Read More