Action Plan
Cost Leadership Differentiation Focus Any one of the above three strategies can be pursued in a single market or on a regional basis. That said, in most cases our recommendation includes a mix and match approach with regard to these strategies. The choice of which path to follow is a function of many variables on both the manufacturer and consumer sides. A combination of these strategies may also lead to a win-win situation for our clients. High differentiation combined with reasonable costs is sure to be a success in the new markets with high initial penetration. The MZI Global® agency partners with its clients in every step of the way and provides a wide array of services for entry in US markets. The services we offer include, but not limited
The last, but the most important step is the incorporation of the research findings from all stages and the choice of competitive marketing strategy to be employed. Partnering with the MZI Global® agency ensures that our clients’ marketing plan is customized talking into consideration the target consumer segment, resource pool, strengths as well as weaknesses for maximum market penetration at the time of new market entry. Though the marketing strategy is intensely customized for each foreign government, broadly our strategies center around one of the three general choices of strategies:
This strategy focuses on the provider being the lowest cost producer within the product or service category. Economies of scale are important if the foreign government chooses cost leadership as the broad strategy to follow. This also puts spotlight on the resource pool that nation has. Cost leadership also demands that we provide our clients with exhaustive data regarding suppliers so that cost advantage can be achieved. It also involves a strict control of costs, such as overhead, and logistics
Under this strategy we strive that our clients be widely appreciated on a dimension that is most valuable for the target segment. This differentiation can be both real as well as perceived. It involves complete understanding of the consumers, their purchase patterns, buying preferences and an indepth knowledge of the product portfolio currently in the market. Our team of market researchers ensures that we have all these inputs when we are designing the marketing strategy. Our task is further simplified by use of Ethnosynergism® during every step of data collection and analysis. Cultural nuances are ingrained in our research approach and hence differentiation becomes a viable alternative to pursue.
A focus strategy is defined by its emphasis on a single market segment within which the orientation may be toward either low cost or differentiation. Again, Ethnographic insights are our most coveted friends here. The market segments are essentially chosen based on their ethnographic profile drawn by our researchers.
Services Offered By MZI Global® Agency
