MGT204 SALES AND PROMOTION
An overseas company has developed a new item of motorised farm machinery that will benefit both orchardists and viticulturists. It plans to launch it on the New Zealand market. The product will have a retail price in the region of $120,000. Competing products are currently available at just below $100,000. The new product is state-of-the-art and will introduce some features not yet available from competitors that shouldmake it attractive to potential customers. The company does not yet have an established presence in New Zealand. In your answer:• Identify the key factors the company will need to consider in launching this product• Discuss the approach the company should take to establish distribution channels for the product• Examine the roles each of the six components of the promotional mix could play in the launch of the product• Discuss a strategy for managing its customer relationships• Comment on how these factors contribute to the integrated communications mix.
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