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Essay / Research Paper Abstract
A 3 page paper that discussing how to “brand” an Asian moving company and relocation service. No bibliography listed.
Page Count:
3 pages (~225 words per page)
File: D0_khsanfe.rtf
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Unformatted sample text from the term paper:
of multinational corporations when they are relocated to an Asian locale. However, in order to create a distinctive brand identity for Santa Fe, the product strategy will also include marketing
efforts for the companys expanded line of services, which includes such services as familiarizing employees and their families to their destination city; helping with the paperwork involved in the visa
and immigration process; helping to find appropriate homes and schools; cross-cultural training, and much more (p. 630). Brand Name and Packaging Relocating employees overseas is enormously expensive for
corporations, frequently costing in excess of $300,000 (p. 628). Research conducted by Santa Fe shows that these moves can go wrong due to such key factors as "partner dissatisfaction, family
concerns, inability to adapt and poor job performance" (p. 628). Therefore, one of the chief concerns of chief operating officer, Keith Meader was to make it clear to Santa
Fes potential customers that while this relocation service as not the "most affordable," it consistently delivered high quality service and that the simplification achieved by using a good service provider
made the extra cost of using Santa Fe reasonable from a value added perspective (p. 633). As Santa Fe offers a service, its "packaging" could be considered to
be the various ways in which Santa Fe presents itself to the public and its customer basis. A wide variety of marketing techniques and strategies were employed for achieving this
purpose. Santa Fes sales employees used a direct marketing approach in regards to contacting corporations operating within Asia, as they contacted human resource personnel "phone calls, personal sales visits, presentations
and e-mail campaigns" (pp. 633-634). Furthermore, sales personnel established contact networks by joining a variety of industry associations. Mass marketing approaches were also formulated with the goal of catching
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