Promoting a brand Ex 4: Sample answer: (249words)
Introduction
This proposal sets out to examine options for the successful globalisation of ourˉBorders brand. The initial marker under consideration is Continental Europe. For the purposes of this proposal, we will be considering three aspect of the brand, namely our logo, the ˉBorders concept and finally, the product itself, ˉBorders wellington boots.
Findings
The following findings summarise our key findings.
It was found that our existing logo, a pair of wellington boots encircled by the word ˉBorders, is visual enough to be used in markets where English is not widely spoken.
Attitudes to outerwear differ throughout Europe and our boots are likely to appeal to different market sectors in different areas. This has serious implications for the benefits we wish to publicise. Although Danish farmers would be willing to purchase such a high quality product, farmers in some countries are unlikely to choose a British brand over a domestic product. However, the very Britishness of the product would appeal to the style-conscious elements of the French and Italian markets, summoning up images of the English upper classes and country houses.
Our current product is multi-purpose and as such would not need adapting to suit different sectors of the European market.
Conclusions
It was agreed that although the present logo and product are suitable for globalisation as they stand, we propose that the ˉBorders concept be adapted for different markets.
Recommendations
We recommend that further studies be carried out into the marketing strategies best suited to different European regions.
Supplier relationships Ex 3: Sample answer: (246words)
Introduction
The aim of the report is to recommend a supplier for our new range of leisurewear. A committee from the Purchasing Department was presented with a shortlist of five potential suppliers to select from. The criteria considered was price, quality, delivery and flexibility.
Findings
It was found that, taking the companies’ overall ratings into consideration, there was negligible difference between suppliers. Consequently, the committee decided to narrow its focus to the area considered to be of major importance for QuayWest’s image, namely quality and price.
Consort Trading Despite offering the best deal financially, the company is unable to guarantee garments compliant with EU standards.
Samokovska Although it produces goods of an extremely high quality for exclusive markets, this supplier charge high prices,
part of which would necessarily be passed on to customers.
Namlong Sportswear The poor standards of craftsmanship make it difficult to justify paying the prices quoted.
Shiva Trading Sample items from this supplier show an acceptable quality level. Furthermore, the deals currently on offer make it an attractive option.
Hai Xin Group There is some doubt as to whether garments produced by this company would meet EU standards. In view of this, the prices appear unreasonably high.
Conclusions
It was felt to be unwise to risk compromising the company’s image by using suppliers of low quality goods. Similarly, using an expensive supplier could affect QuayWest’s reputation for value for money.
Recommendations
Consequently, it is suggested that QuayWest negotiates a contract with Shiva Trading.
