Case Study: Mero Computers The Vice President of Mero Computers has recently read about the demand for computer accessories in overseas markets. The organization has a marketing manager with extensive international sales experience, who currently heads up an international sales division that has ambitious targets for new sales. The Finance Manager in the organization has established a generous budget for new international trade initiatives. The production department has a plan to accommodate sales growth, which involves hiring a third shift to meet the demand for extra orders. Mero Computers currently exports its computer parts line internationally, to a market similar to the one identified by the Vice President for this new venture. The organization has identified their very successful line of ergonomic computer mice as the product they wish to export. Although computer mice are quite common in the targeted region, Mero Computers’ product is unique in that it has won multiple awards for its ergonomic properties. Mero Computers has started to investigate whether the product will need to be adapted for the new market. It has support from the production department, who is open to the changes if they will drive competitiveness.
Answers
Answer:
In terms of financial capacity, Mero Computer may be well-suited to finance growth and expansion into the international market. Although they can engage highly qualified and experienced staff to oversee the expansion, they neglected to take the customer into account when entering a new market.
Explanation:
It would be ideal if the future market shared features with the ones that already exist, but understanding how customers behave based on their surroundings, culture, and needs will be more helpful for positioning their ergonomic product in the potential market.
Mero-computers requires further market research on customer analysis using the wheel consumer analysis to examine the key elements of affect and cognition, consumer environment, and consumer behaviour. The wheel consumer analysis is a useful method for doing consumer research that enables the development of a marketing plan while taking the consumer into account. Following a general overview of the three factors, the marketing plan is developed after observing the consumer mindset.
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Answers:
In terms of financial capacity, Mero Computer may be well-suited for growth of financial status and expansion into the international market. Although they can engage and hire highly qualified and experienced staff to oversee the expansion, they neglected to take the customer into consideration when entering a new market. The consumer is an important part to take into account in a market.
Explanation:
It would be ideal if the future market shared features with the ones that already exist, but understanding how customers behave based on their surroundings, culture, and needs will be more helpful for positioning their ergonomic product in the potential market.
Mero-computers require further market research on customer analysis using the wheel consumer analysis to examine the key elements of effect and cognition, consumer environment, and consumer behavior. The wheel consumer analysis is a useful method for doing consumer research that enables the development of a marketing plan while taking the consumer into account. Following a general overview of the three factors, the marketing plan is developed after observing the consumer mindset.
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