Sales Plan for International Marketing

For a small company seeking to move into the B2C sales, entering the international market will require a sales plan that will enable it to compete successfully with international competitors (Cravens et al, 2011). This sales planning includes market segmentation, sales channels, Sales strategy, and advertising strategy.

Segmentation

Considering the product as a detergent, the company should segment the international market in terms of demographics. Different users of detergents are categorized depending on how they use them. For instance, one segment of the market can be commercial segment comprising of hotels and restaurants. The company should then design detergents that suit the uses of restaurants and hotels including washing dishes, toilets and utensils. Another market segment could be domestic users which targets women and nannies that wash clothes, toilets and utensils at home. The third market segment is retail shops which buy detergents in whole sale prices and sell them at retail prices.

Sales Channels and strategy

The company should also choose a sales channel that will enable it to achieve its sales reach. The most suitable sales channel for the company is intensive distribution. This sales channel involves promotion through advertising, shows and exhibitions, and personal selling. Advertising will be an important marketing strategy for the company because it enables the company to inform customers across the world about the existence of its products.

The main type of advertising that the company should choose is persuasive advertising because the company is small and is just into the B2C selling. Therefore, it needs to present and promote its product through persuasion. The product is just being launched in new markets, so it is important to develop mass communication in the form of advertising to create awareness of the new product.

Opportunities for selling abroad

Using foreign based agents presents a lot of opportunities for the company. Obtaining own sales team subsidiary also presents some opportunities. The two international selling strategies should be used together to achieve the right balance between localisation and globalisation. Localisation involves establishing local agents in the international market to sell the company’s products while globalisation involves the use of own sales team to sell in international subsidiaries of the company.

Localisation is important for the company selling detergents because consumer markets have their own tastes which differ from one region to another. Culture also plays a significant role in determining the tastes of consumers in international markets (Darmon, 2007). Therefore, it is important to choose agents to sell the company’s products because they understand the culture and consumption patterns of the local consumers in the international market.

One of the cultural issues that affect the sales team in international market is language. The sales team needs to learn international language if a subsidiary is to be established in the international market. Engaging with the local agents and distributors in the international market also requires the company’s sales management team to learn the language used in that market. in some cultures e.g. in Japan and other Asian communities ambiguity (reading between the lines) is taken seriously. Business cannot be carried out in such international markets without the knowledge of the local language. Other cultural issues that will influence international selling include religion and ethnic/racial variations. Religion may determine working days for the sales force in international communities. For instance, Friday is a non-working day for Muslim nations and Sunday is a non-working day for Christian communities.

Exhibitions and Trade Fairs as a Promotional Strategy

Trade fairs and exhibitions are occasional events that take place annually, seasonally, monthly or after a given number of years to show or exhibit various agricultural, artistic, commercial and educational activities to members of the public. During such events, businesses may erect tents on the location of the event to display their products and inform the public about the benefits and features of such products.

This promotion strategy is effective in enhancing the visibility of the company’s products because it focuses on a narrow audience (Miller, 2009). Therefore, the users of the company’s product are targeted during trade fairs and exhibitions that bring together members of the targeted market segment. For instance, domestic workers association may be targeted by the detergent company. The shows and exhibition can also be used by the company to attract financial support from investors and financial institutions.

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