Answer To: Task 1 – Promotional Activity Planning This assessment task requires you to plan a promotional...
Priyanka answered on Nov 12 2021
Task 1
1. Available Overseas media
As the marketing manager of Avalon swim sportswear. The company all day has very vast operations that include domestic as well as overseas business that is spread in eight countries of Europe. The study focuses on the promotional activity planning of Avalon swim sportswear in Germany with special reference to the cultural impact. Avalon has a wide range of products and it has products for all types of personalities. The only concern is their interest in sportswear. If people have an interest in swimming, they would love the products of Avalon. Media has a big role to play in marketing campaign (Smith & Zook, 2012). Media is considered as a big influencer for normal people and marketing depends on media a lot. Media is the connector of the companies and the target markets. It is one of the biggest challenges to identify the right media for the right product and target market. The success of the marketing campaign depends highly on the selection of the right media.
The media of Germany involves a range of variety including print media, online media, digital media, etc. All these modes of communication to the masses are Highly Effective in Germany. Germany is a technologically developed country and it has the capability of taking the initiative to innovate technological development and can be the pioneer of technological development. Its development in the coming decades is going to be very important. Its contribution is going to play a significant role in all the industries because Technology has a lot to add the value in all the industries. Germany is also known for one of the best Technical Education providers among the countries. Therefore the media in Germany is going to contribute positively towards the success of the marketing campaigns to be organized by Avalon.
2. Cultural characteristics of the target market
The cultural characteristics of the target market that happens to be Germany are to be considered in this section. Germany is influenced by secularism and religious philosophies. An employee working in Germany for a student over there would be happy with the number of holidays that are approved by the government in Germany. October is a month in Germany when there are a maximum number of celebrations that take place because of its Legacy of culture in Munich. 38 tourist destinations are on the list of UNESCO World Heritage Sites. Most of the countries have some or the other differences in culture (Grier and Brumbaugh, 1999). The culture of Germany is lively and there is a lot of scope for the marketing campaign to be organized by Avalon to get successful. The people of Germany love to celebrate the festivals and they have a huge appetite for the utilization of innovative products and services. They love to live life. It will not be wrong to interpret that the marketing campaign of Avalon has all the potential to be successful from the side of the company and the side of the target market as well.
According to a study in 2013, it was concluded that Germany is believed to be the second most respected country in the world. It may be because of secular and religious culture that it is not going to give up in the coming decades. Germany is also one of the rarest of the rare countries that have a positive influence on the whole world. It was understood with the help of an opinion poll organized by BBC, it was Germany which was living with the score in the year 2011, 2013 and 2014. Germany is a vast country as far as culture is concerned. There are differences in the usage of language, speech, philosophy, music, cinema, architecture, ports, society, games, etc. This is the reason to believe there are people with different kinds and qualities of preferences. There are high chances of success in the marketing campaign because Avalon has a wide range of products. The variety offered by the company will be able to satisfy the needs of the people in Germany. If the people of Germany are interested in different kinds of activities, they would be interested in the different varieties offered by Avalon. The need is to identify the right media, perfectly written message during the marketing, correct approach to hitting the required point in the mind of the target market, services with good quality features and best quality of products for sure.
3. Relevant international business networks
There are many types of networks in Germany that have international status (Moeller, 2010). Ireland is one of the countries that have a huge business network in Germany. Germany has an Irish business network, Australian business network, Munich International groups of networking, American business network with AHV, Amerika Heus Version and American German Business club, AGBC. There are many other international business networks in Germany with American entities including Association of American University and professional women, The American drama group Europe, German American business association, Lions Club Munchen multinational, Munich international Women's club, republicans Overseas Germany, Thunderbird Alumina group, etc (Moeller, 2010). The future belongs to those who are fast and exploring opportunities in Germany is a perfect decision. It is important to understand its importance and act according to the requirement of the people living in Germany. The preferred everything to be done in a fast manner, which means that they want the delivery of the products on or before time. If the marketing managers and all the executives of Avalon determine to deliver the products on time, it will have a wonderful impact on the success of the campaign. This message can also be conveyed during the marketing campaign because the people in Germany want everything on time.
All these business networks operating internationally in Germany contribute a lot in influencing the culture and business network of Germany (Moeller, 2010). With all these organizations, Germany is operating very fast and taking out the fruits while passing the benefits of business to the customers and consumers. Regional differences in designing marketing activities would bring a little difference. It is going to be fruitful because it will help the marketing managers to focus on the niche market. People with regional differences will create small all markets with a particular set of characteristics.
4. Marketing strategies and promotional activities
The necessary marketing strategies and promotional activities that are to be followed in Germany would, first of all, include the entry strategy in Germany (Gerpott and Mahmudova, 2010). The entry strategy in Germany is innovation. People in Germany are very intelligent and they like to see something new that might be old. Innovation is one of the keys to success in Germany. The second important strategy to penetrate the market in Germany is offering a variety of products because the people over there have their interests diversify and centralized (Gerpott and Mahmudova, 2010). The focus can be on regional differences for designing the promotional activities. Full-fledged training must be organized for the sales executives to make sure they do not speak incorrect English language. It will help in making sure that the people in Germany would be impressed by the representatives of Avalon.
The way of writing in Germany is a little formal and impersonal (Gerpott and Mahmudova, 2010). Therefore it is to be taken care of in communicating the messages in marketing. The people of Germany also like more information to be conveyed and less of features that are not informative. The focus should be on the best quality features of the products or services being offered. The overall marketing campaign must be effective. The language Germans would prefer would not only English but also German, however, most of the people in Germany are good at speaking in English also (Gerpott and Mahmudova, 2010). However, usage of the English language is considered better because it is an international language and therefore it creates a good first impression. It is particularly admired at the beginning of business communication because it is not necessary to assume that everybody would be comfortable with the German language.
5. Resources required for promotional activity
The typical resources that are required for promotional activities are money, time, experience, Action Plan, marketing messages, media, people, etc (Cooper, 1988). Money is the most important thing in performing any kind of activity whether promotional or not. Proper time should be given to planning the things in proper sequence so that the most effective results can be obtained. Experience or proper qualification is a necessity to start the action plan for promotional activities domestically or overseas, action plan is the step by step detailed sequence of all the actions to be done while promoting a product or service at any place, marketing messages also hold a...