Case scenario:
Ajax Alarms is a medium-sized U.S. firm that sells alarm clocks. It subcontracts the production of its clocks to a Korean firm, which manufactures them based on Ajax designs and specifications and then ships the clocks directly to the Ajax warehouse in Kansas. Ajax markets and distributes the clocks throughout the United States and Canada. The clocks themselves are brightly colored novelty items. For example, one of the firmâ??s biggest sellers is a plastic rooster that crows in the morning. Last year Ajax reported profits of $5 million on total revenues of slightly more than $50 million.
Ajax managers have determined that the firm has few growth opportunities in the United States and Canada and so must enter new markets if it is to continue to expand. The managers have decided to start by selling in Mexico. They have hired you, and internationally famous marketing consultant, to advise them.
Your assignment is to outline a marketing plan for Ajax. Ajax wants you to consider product policy, pricing, promotion and distribution issues. In developing your marketing plan, be sure to consider the factors discussed such as standardization versus customization, legal forces, cultural influences, economic factors and brand name questions. Note specific areas where you can make recommendations to your client. For example, if you believe a certain advertising medium will be beneficial to Ajax, make that recommendation (be sure to provide some rationale or justification). If you feel you lack sufficient information to make recommendation in some area, identify the factors that must be addressed by Ajax in a particular area. For example, if you cannot recommend a pricing policy, describe the information Ajax needs to acquire and evaluate when making that decision.