The Hospitality Industry in Italy - Essay Example

?International Market Entry XXXXXXXXX XXXXXXXX XXXXXXXX XXXXXXXX XXXXXXX The hospitality industry is one of the fast rising industries in the 21st century. It has become necessary for players in this category to diversify their works. This is important from the fact that this industry is universal and consequently the importance of ensuring that people in different areas of the world benefit from these services. In the contemporary world, one of the most important aspects in an effort to increase sales of a commodity is technology, technological devices are very important in this industry for surveillance, book keeping and other related works. It is important for the various industries to market some of these devices in international market. After welcoming the commodity, it is sure that entering the market will be easy as the technology devices will be used to simplify their works in those areas. It is important to go through the marketing of the ipad 4, one of the acclaimed devices in the hospitality industry, in Italy as this represents international market entry of the commodity. The country, Italy, has been a democratic nation for 46 years now; thus, the political environment is reputable for the marketing of the product. This is from the fact that with the democracy, the government does not inhibit the citizens from purchasing products at will. Moreover, the democracy also allows the United States, the producer of the ipad, to venture into the Italian market easily and consequently have increased sales of the ipad (Fleisher, 2008, 169). The fact that the country has a well laid out judicial system is also important for the marketing of the new ipad. This is from the fact that there is control on the decisions that powerful politicians make. An example is a politician who may talk ill of the ipad and tell people not to purchase it. Such cases are few - the concept of freedom and independence is incorporated in the Italian market. One factor that may come as a disadvantage in the marketing of the ipad is with regards to the tax tariffs that the country has. Lately, Italy has set its tariffs very high in an effort to boost its economy. With the increased tariffs, the country will have reduced imports and – consequently – the goods within the country will increase in sales. With this the standards ought to increase and make the economy of the country boost. The issue of tariffs was induced by the executive arm of the government and has been a major hindrance to the sale of products. This factor is bound to affect the marketing of the product in the country (Henry, 2009, 48). Shifting focus to the economic aspect of the country, Italy’s economy is rated eighth largest in the world. This has been effective in ensuring that the circulation of products in the country is well above average. Moreover, this means that most citizens in the country are stable thus being in a position to market the ipad. This brings down the fears that one may have when introducing the ipad into the Italian market. It is also important to understand the fact that country’s economy is not stagnant but rather on the rise from the various measures taken by the government such as increased taxation (Cohen, 2011, 68). This ensures that the citizens of the country are always up and busy to ensure that they achieve their goals while living a comfortable life. Introduction of the ipad into the market would work great to ensure that these people are always informed on the changing market trends by using the device. This acts as a positive impact on the sale of the ipad, and so there is the need to introduce it into the Italian market. The transport sector is one other factor to consider with regards to the marketing of the ipad in Italy. Italy’s economy has been stable, and ensuring infrastructure development is a key aspect in the country. Italy has well established roads that generate a huge income for the government. The fact that these roads are in great conditions ensures the sale of the ipad is in huge amounts due to accessibility of even the remote areas in the country. This would mean that the incorporation of the ipad into the Italian market would fetch the company a lot of money from many users that would get to know about it. Italy also has rating as one of the wealthiest countries in the world. This is from a study carried out in 2007 that showed the country as to having many millionaires (Donovon, 2012, 147). This is a positive factor as it ensures the number of people up to purchase the ipad after introduction will be significantly high. Moreover, it is important to recognize the fact that having many successful people is vital as it shows that most of the country is not ignorant and is rather busy doing constructive business. This would consequently ensure the increase in the number of people interested in the ipad 4. There has been the carrying out of labor reforms in Italy over the years. These reforms worked to ensure that the workers in various occupations are free to carry anything that they may need to their workplace as long as it does not distract the worker from the goals of the organization. The ipad4 is a device that is friendly in the workplace and can further get incorporated into the running of the organization in a better manner. This factor comes in as a positive effect of the device; thus, the chances of getting sold to many workers in the Italian market increase significantly. Another labor reform in the country is the Biagi law. These reforms made in the year 2003 saw the rate of unemployment in the country decrease steadily. This factor has enabled many people to get employment opportunities and consequently lead a stable life with the ability to purchase the ipad 4 upon entrance into their market. Agriculture is one sector of Italy’s economy that has received a lot of credit and gets much attention from the government (Donovan, 2012, 177). With the introduction of the ipad 4, movement around a farm gets easier as there are tools in the device that can enable the monitoring of farming activities to take place without much struggle. Moreover, the farmers will get to use the device to research on new farming methods. This is ought to capture a lot of attention, and consequently, there will be heightened orders for the ipad in the country. In terms of healthcare, this is welfare that the country has had issues with over the past number of years (Edmonds, 2010, 59). This is from the inability to employ doctors with the best amount of talent. This usually has them seek for medical aid from the United States and other much more developed countries. Introduction of the ipad 4 will be very effective for the country in that instead of having doctors flying in to carry out various procedures; the device has the ability to live stream and broadcast messages from different parts of the world and is hospital friendly from its ease to carry around. Education is one aspect that the country takes seriously. The introduction of free education and assuring that all children between the ages of 6 and 16 attend school is a clear description of the seriousness the government has. It has also put in place measures that ensure that the teachers are equipped with all their requirements so as not to offer excuses for dismal performance (Indas, 2009, 14). This opportunity can be used as the advantage of the company since it would show teachers in a conference the effectiveness of using the ipad as a teacher in school. This factor would ensure that these people air their needs to the government and get the money to purchase the device. Technology in Italy is one other aspect that the country has always tried to improve (Jones, 2011, 112). The fact that the country is numbered 8 of the wealthiest countries in the world makes it competitive. One of the characteristics of the contemporary world is technology. Many of the countries ahead of Italy on the list have well established technological systems and in a position to do better. The introduction of the ipad4 in Italy would ensure that the government advocates for it in an effort to close the gap in technology between it and the leading country. The ipad 4 is bound to capture a lot of attention in Italy also from its fair price. The device retails at 500$ which is affordable to an average Italian. The price of the device is not actually fixed and can get lowered for several customers depending on the shops (Smith, 2012). Selling the ipads in a wholesale manner is very efficient. This is from the fact that these people expect the device to have a much cheaper price that is exactly what they get by marketing it in wholesale. Eventually, the retailers will have to lower the price, and consequently, the number of ipad buyers will increase significantly. The product itself is also another factor to observe when contemplating its marketing (Gregory, 2010, 69). This is from the fact that the number of people interested in 21st century gadgets is increasing everywhere in the world. The ipad 4 is a new device that comes with the capability and applications that other versions of the ipad did not have. Moreover, the clear instructions that come with the device make it user friendly and thus the high possibility of many people purchasing it (Richards, 2012, 87). The fact that it is a new device makes it more reputable as people are always up looking for the newest introductions into the markets. Thus, the marketing of the product should get carried out early enough before another commodity takes the market. Promotion is a major aspect of marketing that should receive a lot of attention (Henry, 2012, 321). This is from the fact that without promotions, people will not understand the use or the unique features of the ipad 4. Through promotion, people in Italy will go to various grounds that are meant to display the ipad. Through these promotion methods, people are bound to ask questions and the various sales personnel should answer. Unlike other easily marketable material, technological devices require the extended efforts of sales people, and a lot of commitment as the target market is supposed to know all about the device so as not to complain about hardness to use later on. It thus is imperative that a lot of dedication goes towards promotion as an aspect of marketing. The place of sale for the ipad 4 is an important factor in an effort to understand the various actions to take. Italy does not have many rules with regards to technology products; thus, it should be easier to get into their market. Different places have different rules - this makes it difficult for the product to hit their market (Fleisher, 2008, 126). Moreover, Italians are very friendly and welcome advancements in technology cordially. Another point to consider when talking about the Italians is that they work tirelessly in an effort to attain self-growth. They constantly look for means through which they can achieve a lot using less. This involves the participation in various congresses that seek to discuss innovations in the sector of technology. Introduction of the ipad into their market is one step that would assist these workers in that they would have the ability to coordinate different jobs using the ipad and consequently achieve a lot. The process of marketing is also very important to incorporate when strategizing a certain country (Blyth, 2009, 143). In Italy, many people are hard-workers and are rarely idle. It is thus important to understand that marketing the commodity through Television advertisements is not a productive manner to carry it. However, using of the printing press is bound to get attention from many people. This is from the fact that almost every office in Italy has a newspaper come in every morning. Going through the paper is the practice of the workers during various breaks, and it can be a clear manner to pass the message. Sponsoring a football team is also very important since many Italians are football fans, and by doing this; the company can capture the attention of many people there across all ages. The physical environment is another factor to understand. Unlike many countries that are war torn, Italy is one peaceful country without many issues. The stability of its systems makes it possible to carry out business (Raymond, 2011, 107). The physical environment does not have any dangers and thus the ability of the marketers to get deeper into the country. The new software installed in the ipad 4 makes it very reputable for the hospitality industry. This is in terms of ease of usage and the amount of work it can achieve. However, the marketing of the commodity is the most important factor that determines the success. Going through the target countries various features through a PEST and 7Ps analysis is important. Understanding the market makes one work better in case of decided market entry. References Fleisher, K. 2008. Analysis without Paralysis. New York: Cengage Learning. Henry, A. 2009. Understanding Strategic Management. New York: McGraw Hill Publishers. Gregory, A. 2010. Planning and Managing Public Relation Campaigns. London: Oxford University Press. Jones, R. 2011. Business Coaching- Marketing and the 7 P’s. Retrieved on 25th November from http://coachingcosmos.com/69.html Blyth, J. 2009. Principles & Practice of Marketing. Chicago: Chicago University Press. Donovan, M. 2012. Italian Politics: Aspirations for Change. New York: McGraw Hill Publishers. Cohen, J. 2011. The Growth of the Italian Economy. New York: McMillan Publishers Smith, D. 2012. Apple Reveals iPad4 Price. Retrieved on 25th November from http://www.ibtimes.com/apple-reveals-ipad-4-price-points-start-499-release-date-starts-today-852562 Richards, M. 2012. Italian and Politics. New York: McGraw Hill Publishers. Edmonds, J. 2010. Hospitality Industry. Chicago: Chicago University Press. Indas, P. 2009. Contemporary Technology. London: Oxford University Press. Raymond, T. 2011. Market Growth . New York: McGraw Hill Publishers. Read More