ORGANISING FOR INTERNATIONAL MARKET AND MARKETING CONCEPTS –BY INSTRUCTOR ASAKPA, P.E.
ORGANISING FOR INTERNATIONAL MARKET: International market can be a great way to grow a company, but it also entails risk. Any entrepreneur looking forward to expanding into foreign market must first gather information, prepare an expert plan and make a series of key decisions. It can be done in this ways:
GATHERING INFORMATION: It is essential for exporters to have a clear understanding of the culture, customs and economic conditions of the country where they want to do business by going on research and online search or by visiting the target market yourself to talk to potential buyers and learn everything you need to know about competition, local rules and distribution channels.
PREPARING A MARKET PLAN: Before starting up your export operations, there must be marketing plan similar to a business plan but focusing instead on strength, weakness, opportunities and threats your company would face in a foreign market. This should help you define your objective and use right tactics to reach your goals.
MAKE THE RIGHT STRATEGIC CHOICES: Penetrating foreign market is a long-term commitment that demands a lot of time, effort and money. Your management team must be committed to your efforts and understand the impact that the venture may have on operations. Exporting should not be considered a short-term fix for sluggish domestic sales. Be sure to talk to business that have succeeded in your target market. Contact your local economic development agency to find these companies and consider forming alliances with companies.
MARKETING CONCEPTS: Marketing concept is a marketing philosophy which sees the consumers as the central focus of all the activities of an organisation. This philosophy regards a genuine concern for consumer welfare because no organisation can survive without the continued patronage of its consumer. One of the primary objectives of the marketing management is to make profit after satisfying the need of customers. Concepts under which organisation conduct marketing are:
A] THE PRODUCTION CONCEPT: This is a marketing philosophy that states that customers will like the products or services which are highly available and affordable. This connotes that producers must produce, promote and distribute through appropriate channel.
B] THE PRODUCT CONCEPT: This is the belief that consumers prefers products or services that offer them most quality performance[maximum satisfaction]. Therefore, business organizations must not reduce the standard of products provided.
C] THE SELLING CONCEPT[SALES CONCEPT]: This is the belief that consumer will either buy or not buy enough of the products except the producers make concerted efforts to build the confidence in the products or services provided.
D] THE MARKETING CONCEPT: This marketing concept is premised on the identification and determination of the needs of the prospective customers. Therefore, the business firm must adopt the  four ‘P’ of marketing mix[ Product, Price, Place and Promotion] to ensure efficiency and effectiveness of satisfying the needs of the customers.
E] THE SOCIETAL/CONSUMER/ORIENTATION MARKETING CONCEPT: This is the marketing orientation that recognizes customers as the spine and cord that is backbone of an organisation. It sees customers as the live wire, life blood or the heart of the business survival.
F] THE INTEGRATED/ COORDINATED MARKETING EFFORTS: According to Packard 1982, marketing is too important to be left marketing departments alone. Hence, the integrated marketing efforts simply connote that to meet and satisfy the needs of customers, the various marketing function[ advertising, publicity, sales, promotion, pricing, marketing research, products development, distribution etc.] must be coordinated by other existing departments[administration, production, public relations etc.]
G] THE CONSUMER ORIENTATION: This is geared towards striving to achieve and make profits through the supply of consumer satisfaction in an effective and efficient manner. And this can be achieved when business establishments accept and are ready to adequately find ways to maximize revenue and minimize cost.
REASONS FOR THE FAILURE OF THE MARKETING ACTIVITIES:
Mismanagement in terms of leadership, resources, organisation, followership.
Lack of continuity.
Lack of qualified and competent personnel
Adherence to the status quo.
High rate of inflation/economic instability.
High cost of living.
Instability in government policies.
Bribery and corruption.
Poverty of idea, knowledge and ignorance and illiteracy.