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Essay / Research Paper Abstract
This 4 page paper is the outline for a product launch plan bringing an electronic double-sided grill to the marketplace in Australia and the UK. The approach to the branding, utilizing a standardized approach, as well as the different stages of the marketing launch plan utilizing different forms of media are of all discussed. The bibliography cites 3 sources.
Page Count:
4 pages (~225 words per page)
File: TS14_TEprodlaunch.rtf
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Unformatted sample text from the term paper:
support the differentiation of the features and allow the penetration pricing strategy to achieve its aim. The first stage is to determine if the same strategy and plan will be
used on both Australia and the UK with a standardised approach or if there will be a high level of customization. If
a company chooses to use a standardised strategy there are many benefits, the economies of scale and a guarantee of consistency are two of the principle attractions (Levitt, 1983). This
will result in a single message being used to promote a brand, and the segments attracted will be the same across the national divides (Levitt, 1983). This may also be
seen as a risky strategy, as a single stratagem may also be seen as insensitive to local needs (Lotler and Keller, 2008). In considering the different interpretation that may be
given to a message, as well as the different environment producing different attitudes, segments and market structures as well as diverse economic conditions, it can also be argued that in
a customisation strategy, the loss of the economies of scale may be counter balanced by the more positive responses that may be gained in the different areas (Douglas and Wind
1987). When considered in this context there do appear to be arguments in favour of adopting a standardised strategy. The section of on culture1 indicates that there are many similarities
between Australia and the UK, as well as a common heritage and language there are also similarities in terms of cultural values and the concept of cultural capital has been
string in both nations. If we look at marketing strategy in this way we need to consider who the target market is
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