Oral Report:
You will be presenting your research report. Because this is an online class it will have to be a virtual presentation. You will need to create PowerPoint slides and either (1) “Click to Add Notes” at the bottom of each slide (2) Click on the “Slide Show” tab in PowerPoint, then click “Record Slide Show” – if you choose this option, your presentation should be approximately 5-10 minutes in length; or (3) If you are not sure how to do either of the following two options, then you will still need to create a PowerPoint Presentation and include a Word Document explaining the bullets on each slide (use appropriate numbering).
Running head: SALES AND MARKETING OF WIRELESS MOUSE
Sales and Marketing of Wireless Mouse in Kenya
Aiham Asmroo
Cuyamaca College
1
SALES AND MARKETING OF WIRELESS MOUSE
2
Contents
MOUNTAIN ELECTRONICS LIMITED ……………………………………………………………………………………… 3
A REPORT SUBMITTED TO THE CHIEF OPERATING OFFICER ON THE FEASIBILITY OF
VENTURING ABROAD WITH THE POSSIBILITY OF OFFSHORING ………………………………………… 4
Introduction ……………………………………………………………………………………………………………………………. 4
The new market ………………………………………………………………………………………………………………………. 4
The product …………………………………………………………………………………………………………………………….. 5
Transportation ………………………………………………………………………………………………………………………… 6
Regional sales office…………………………………………………………………………………………………………………. 6
Conclusions ………………………………………………………………………………………………………………………………… 7
Recommendations ……………………………………………………………………………………………………………………….. 8
References ………………………………………………………………………………………………………………………………….. 9
SALES AND MARKETING OF WIRELESS MOUSE
3
MOUNTAIN ELECTRONICS LIMITED
44 ST Baltimore, MA
(+1) 234 567 111
To: Head of marketing
From: the Managing Director
Date: 01/18/2020
Subject: Prospecting into new markets with the aim of business expansion with the option of
offshoring.
MEMORANDUM
Having faced the need to expand our services and the sales of our product to other
markets outside the United States, I hereby direct your department to search for a potential
overseas market.
Conduct research, and then write a report, and in it include the following in detail: a brief
description of the country, the potential prospective consumers and their willingness and ability
to pay for our services and products and the logistical options available to transport our products
to that market. Also determine the possibility of offshoring production thereby examining the
manufacturing competencies and capabilities of the market, availability of labor and materials,
recommend a suitable location for our regional offices and the exact product that would be sold.
You are required to duly submit the report to the Chief Operating Officer and in it include your
conclusions on the potential of the market for the success of our product and the marketing
strategy you would recommend for progressive marketing of the product in that market. It would
be of great importance if you include financials, action plans, and a social media strategy.
SALES AND MARKETING OF WIRELESS MOUSE
4
A REPORT SUBMITTED TO THE CHIEF OPERATING OFFICER ON THE FEASIBILITY
OF VENTURING ABROAD WITH THE POSSIBILITY OF OFFSHORING
Introduction
Mountain Electronics Limited has recognized the tough competition that exists in the American
electronics market. Despite the market characteristics, the company has also recorded an increase
in revenue in the recent past, therefore begging for expansion outside our home country. Given a
directive by the Managing Director, I embarked on a process to search for a new market outside
America. I have selected the country Kenya, which is found in the Eastern part of Africa, it is a
developing country having a population of approximately fifty million and the larger part of its
population consists of youths of age between eighteen years of age to thirty years of age. Kenya
is currently the 6th largest economy in Sub-Saharan Africa.
The new market
Kenya is the regional hub for the trade as well as finance in the Eastern part of Africa,
and it is also the natural entry point to the Eastern part of Africa region. The country has an
economy that is market-based with a liberalized foreign trade policy. There were positive
prospects of the country’s economic growth in the year 2015 as it was projected by the Kenya
Government (6.5 – 7%), the World Bank (6%) as well as the International Monetary Fund (6.9 –
7.2%). The country of Kenya officially became a lower-middle-income country in the year 2014
after a Gross Domestic Product recalculation exercise. Currently, according to the World Bank,
the country’s GNI, that is, Gross National Income is currently standing at US$ 1,280. The World
Bank’s Ease of Doing Business in the year 2015 report ranked Kenya at position 136 out of the
SALES AND MARKETING OF WIRELESS MOUSE
5
189 economies while the World Economic Forum’s World Competitiveness Index ranked Kenya
at position 90 out of a total number of 144.
Kenya is now the 6th largest economy in Sub-Saharan Africa and home to approximately
44 million people. It is the regional hub for trade and finance in Eastern Africa and the natural
entry point to the region. The country has a market-based economy with a liberalized foreign
trade policy. There are positive prospects for economic growth in 2015 as projected by Kenya
Government (6.5 – 7%), World Bank (6%) and International Monetary Fund (6.9 – 7.2%).
Kenya officially became a lower-middle-income country in 2014 following a GDP recalculation
exercise, and according to the World Bank, Kenya’s Gross National Income (GNI) now stands at
US$ 1,280. World Bank’s Ease of Doing Business 2015 report ranks Kenya 136 out of 189
economies while the World Economic Forum’s World Competitiveness Index places Kenya at 90
out of 144 (Zur, 2012).
The product
The product of choice is the wireless mouse; people who would possibly find the
wireless mouse so attractive are the computer literate individuals among the Kenyan populations.
Most of the Kenyan population is currently computer literate; computer courses are now being
offered in almost all the colleges in the country thus students are required to have computers.
Thus, the students can be targeted in the market. Government officers and departments have also
gone digital as they tend to provide services to the public digitally thus they use the computer in
the process. The mobile operators in the country have also embraced the use of the computer to
provide better services to their customers and also to remain competitive in their service
provision. In the banking sector, the banks in the country also use the computer to their service
SALES AND MARKETING OF WIRELESS MOUSE
6
provision to the customers (Myers, 2015). All the above mention sectors and groups will get
attracted to the wireless mouse because it will make the operation of their computers very easy as
well as comfortable.
Transportation
The product will be transported from the United States of America to Kenya via airlines
as an exported product from the United States of America. Before the introduction of the
wireless mice into the Kenyan market, all the procedures as well as guidelines of the country
must be observed and strictly followed to the latter. The products will be introduced into the
Kenyan market as a finished product that is, already manufactured (Piercy, 2014). It should be
noted that Kenya has a reliable and clean energy generated by environment-conscious means.
The labor market is quite competitive as Kenyan universities supply graduates annually who can
perform almost to American standards. Tax rates also favor production as the government has
put some incentives to attract investment, compounded by efficient transport systems in
waterways, seas, a modern railway, and a good road network. Moreover, there is no existing
competition with manufacturing facilities set up locally. However, access to materials is difficult
since no local factories are manufacturing the materials. In the future, a manufacturing unit
should be set up to exploit the Kenyan market.
Regional sales office
The regional sales center will be established in Nairobi city which is the capital city of
the country. Being the capital city of the country of Kenya, it is very easy to coordinate the
promotional activities as well as selling the products to the various regions, from the city. It is
SALES AND MARKETING OF WIRELESS MOUSE
7
also strategically located as far as easy access to the rest of the regions in the country is
concerned. The products should be sold in small scales as well as retail depending on how the
method is suitable to a given order. The strategy of selling the products should involve going
global, quality promises as well as targeting young minds, that is, the students (Westwood,
2013). The marketing strategy of the products should be through standardization as well as the
integration of several services to ensure that the company is selling the products to achieve
uniform growth all over the country.
Conclusions
Our product is favored by a ready market that is also growing and expanding rapidly. The
sales of the products will achieve uniform growth all over the country because technology is
rapidly growing in the country. The learning sector, government operation as well as private
sectors are going digitally represent the large chunk of our consumers.
The mice manufactured by Mountain Electronics possess a cutting edge technology that
makes the product convenient compared to the competition. And wireless mouse will eventually
facilitate that by making it easy to operate the computers, be it laptops or desktops.
Kenya being a middle-income economy, most people can easily afford our products.
Compared to competition from elsewhere, our products’ prices range averagely even with the
competencies added. Sales targets can, therefore, be easily achieved.
Kenya being an economic powerhouse in East Africa can act as a focal point where
expansion to other nearby markets can be easily done. The strategic location of Nairobi in Africa
cannot be ignored, therefore playing a more important role that could lead to diversification.
SALES AND MARKETING OF WIRELESS MOUSE
8
Recommendations
An efficient mobile network exists with the facilitation of competitive telecommunication
companies. Most Kenyans have also embraced technology and access to computers is quite high.
There are also existing online marketing firms that can help with online and website creation.
The company should develop better strategies that will market the products all over the
country by using media such as radio as well as television to create awareness of the availability
of the product in the market.
The value chain can be built first by utilizing some of the world-class logistics firms in
Kenya. The country also has good roads, rail and robust domestic aviation markets that make
market access easy. Moreover, the port of Mombasa and an upcoming port in Lamu can handle
bulk imports hence stock replenishment is easy.
The company should in future build its supplier centers and stores in all the forty-seven
counties in the country to enhance the distribution of the products. It should also establish a
manufacturing center for the products so that they would not have to import the products from
the United States of America.
In the future, a local assembly plant should be set up to exploit some of the advantages of
the Kenyan market posses in the region. The lack of competition, easy setup cost, cheap labor,
tax incentives, a good transportation system and a large market with the purchasing power in
sub-Saharan Africa are some of the competencies Kenya exhibits that need exploitation.
SALES AND MARKETING OF WIRELESS MOUSE
References
Myers, M. B. (2015). Ethnocentrism: a literature overview and directions for future research. In
Proceedings of the 1995 Academy of Marketing Science (AMS) Annual Conference (pp.
202-207). Springer International Publishing.
Piercy, N. (2014). Export Strategy: Markets and Competition (RLE Marketing). Routledge.
Terpstra, V., Foley, J., & Sarathy, R. (2012). International marketing. Naper Press.
Westwood, J. (2013). How to write a marketing plan. Kogan Page Publishers.
Zur, A., Leckie, C., & Webster, C. M. (2012). Cognitive and affective trust between Kenyan
exporters and their overseas buyers. Kenyan Marketing Journal (AMJ), 20(1), 73-79.
9
Running head: SALES AND MARKETING OF WIRELESS MOUSE
Sales and Marketing of Wireless Mouse in Kenya
Aiham Asmroo
Cuyamaca College
1
SALES AND MARKETING OF WIRELESS MOUSE
2
Contents
MOUNTAIN ELECTRONICS LIMITED ……………………………………………………………………………………… 3
A REPORT SUBMITTED TO THE CHIEF OPERATING OFFICER ON THE FEASIBILITY OF
VENTURING ABROAD WITH THE POSSIBILITY OF OFFSHORING ………………………………………… 4
Introduction ……………………………………………………………………………………………………………………………. 4
The new market ………………………………………………………………………………………………………………………. 4
The product …………………………………………………………………………………………………………………………….. 5
Transportation ………………………………………………………………………………………………………………………… 6
Regional sales office…………………………………………………………………………………………………………………. 6
Conclusions ………………………………………………………………………………………………………………………………… 7
Recommendations ……………………………………………………………………………………………………………………….. 8
References ………………………………………………………………………………………………………………………………….. 9
SALES AND MARKETING OF WIRELESS MOUSE
3
MOUNTAIN ELECTRONICS LIMITED
44 ST Baltimore, MA
(+1) 234 567 111
To: Head of marketing
From: the Managing Director
Date: 01/18/2020
Subject: Prospecting into new markets with the aim of business expansion with the option of
offshoring.
MEMORANDUM
Having faced the need to expand our services and the sales of our product to other
markets outside the United States, I hereby direct your department to search for a potential
overseas market.
Conduct research, and then write a report, and in it include the following in detail: a brief
description of the country, the potential prospective consumers and their willingness and ability
to pay for our services and products and the logistical options available to transport our products
to that market. Also determine the possibility of offshoring production thereby examining the
manufacturing competencies and capabilities of the market, availability of labor and materials,
recommend a suitable location for our regional offices and the exact product that would be sold.
You are required to duly submit the report to the Chief Operating Officer and in it include your
conclusions on the potential of the market for the success of our product and the marketing
strategy you would recommend for progressive marketing of the product in that market. It would
be of great importance if you include financials, action plans, and a social media strategy.
SALES AND MARKETING OF WIRELESS MOUSE
4
A REPORT SUBMITTED TO THE CHIEF OPERATING OFFICER ON THE FEASIBILITY
OF VENTURING ABROAD WITH THE POSSIBILITY OF OFFSHORING
Introduction
Mountain Electronics Limited has recognized the tough competition that exists in the American
electronics market. Despite the market characteristics, the company has also recorded an increase
in revenue in the recent past, therefore begging for expansion outside our home country. Given a
directive by the Managing Director, I embarked on a process to search for a new market outside
America. I have selected the country Kenya, which is found in the Eastern part of Africa, it is a
developing country having a population of approximately fifty million and the larger part of its
population consists of youths of age between eighteen years of age to thirty years of age. Kenya
is currently the 6th largest economy in Sub-Saharan Africa.
The new market
Kenya is the regional hub for the trade as well as finance in the Eastern part of Africa,
and it is also the natural entry point to the Eastern part of Africa region. The country has an
economy that is market-based with a liberalized foreign trade policy. There were positive
prospects of the country’s economic growth in the year 2015 as it was projected by the Kenya
Government (6.5 – 7%), the World Bank (6%) as well as the International Monetary Fund (6.9 –
7.2%). The country of Kenya officially became a lower-middle-income country in the year 2014
after a Gross Domestic Product recalculation exercise. Currently, according to the World Bank,
the country’s GNI, that is, Gross National Income is currently standing at US$ 1,280. The World
Bank’s Ease of Doing Business in the year 2015 report ranked Kenya at position 136 out of the
SALES AND MARKETING OF WIRELESS MOUSE
5
189 economies while the World Economic Forum’s World Competitiveness Index ranked Kenya
at position 90 out of a total number of 144.
Kenya is now the 6th largest economy in Sub-Saharan Africa and home to approximately
44 million people. It is the regional hub for trade and finance in Eastern Africa and the natural
entry point to the region. The country has a market-based economy with a liberalized foreign
trade policy. There are positive prospects for economic growth in 2015 as projected by Kenya
Government (6.5 – 7%), World Bank (6%) and International Monetary Fund (6.9 – 7.2%).
Kenya officially became a lower-middle-income country in 2014 following a GDP recalculation
exercise, and according to the World Bank, Kenya’s Gross National Income (GNI) now stands at
US$ 1,280. World Bank’s Ease of Doing Business 2015 report ranks Kenya 136 out of 189
economies while the World Economic Forum’s World Competitiveness Index places Kenya at 90
out of 144 (Zur, 2012).
The product
The product of choice is the wireless mouse; people who would possibly find the
wireless mouse so attractive are the computer literate individuals among the Kenyan populations.
Most of the Kenyan population is currently computer literate; computer courses are now being
offered in almost all the colleges in the country thus students are required to have computers.
Thus, the students can be targeted in the market. Government officers and departments have also
gone digital as they tend to provide services to the public digitally thus they use the computer in
the process. The mobile operators in the country have also embraced the use of the computer to
provide better services to their customers and also to remain competitive in their service
provision. In the banking sector, the banks in the country also use the computer to their service
SALES AND MARKETING OF WIRELESS MOUSE
6
provision to the customers (Myers, 2015). All the above mention sectors and groups will get
attracted to the wireless mouse because it will make the operation of their computers very easy as
well as comfortable.
Transportation
The product will be transported from the United States of America to Kenya via airlines
as an exported product from the United States of America. Before the introduction of the
wireless mice into the Kenyan market, all the procedures as well as guidelines of the country
must be observed and strictly followed to the latter. The products will be introduced into the
Kenyan market as a finished product that is, already manufactured (Piercy, 2014). It should be
noted that Kenya has a reliable and clean energy generated by environment-conscious means.
The labor market is quite competitive as Kenyan universities supply graduates annually who can
perform almost to American standards. Tax rates also favor production as the government has
put some incentives to attract investment, compounded by efficient transport systems in
waterways, seas, a modern railway, and a good road network. Moreover, there is no existing
competition with manufacturing facilities set up locally. However, access to materials is difficult
since no local factories are manufacturing the materials. In the future, a manufacturing unit
should be set up to exploit the Kenyan market.
Regional sales office
The regional sales center will be established in Nairobi city which is the capital city of
the country. Being the capital city of the country of Kenya, it is very easy to coordinate the
promotional activities as well as selling the products to the various regions, from the city. It is
SALES AND MARKETING OF WIRELESS MOUSE
7
also strategically located as far as easy access to the rest of the regions in the country is
concerned. The products should be sold in small scales as well as retail depending on how the
method is suitable to a given order. The strategy of selling the products should involve going
global, quality promises as well as targeting young minds, that is, the students (Westwood,
2013). The marketing strategy of the products should be through standardization as well as the
integration of several services to ensure that the company is selling the products to achieve
uniform growth all over the country.
Conclusions
Our product is favored by a ready market that is also growing and expanding rapidly. The
sales of the products will achieve uniform growth all over the country because technology is
rapidly growing in the country. The learning sector, government operation as well as private
sectors are going digitally represent the large chunk of our consumers.
The mice manufactured by Mountain Electronics possess a cutting edge technology that
makes the product convenient compared to the competition. And wireless mouse will eventually
facilitate that by making it easy to operate the computers, be it laptops or desktops.
Kenya being a middle-income economy, most people can easily afford our products.
Compared to competition from elsewhere, our products’ prices range averagely even with the
competencies added. Sales targets can, therefore, be easily achieved.
Kenya being an economic powerhouse in East Africa can act as a focal point where
expansion to other nearby markets can be easily done. The strategic location of Nairobi in Africa
cannot be ignored, therefore playing a more important role that could lead to diversification.
SALES AND MARKETING OF WIRELESS MOUSE
8
Recommendations
An efficient mobile network exists with the facilitation of competitive telecommunication
companies. Most Kenyans have also embraced technology and access to computers is quite high.
There are also existing online marketing firms that can help with online and website creation.
The company should develop better strategies that will market the products all over the
country by using media such as radio as well as television to create awareness of the availability
of the product in the market.
The value chain can be built first by utilizing some of the world-class logistics firms in
Kenya. The country also has good roads, rail and robust domestic aviation markets that make
market access easy. Moreover, the port of Mombasa and an upcoming port in Lamu can handle
bulk imports hence stock replenishment is easy.
The company should in future build its supplier centers and stores in all the forty-seven
counties in the country to enhance the distribution of the products. It should also establish a
manufacturing center for the products so that they would not have to import the products from
the United States of America.
In the future, a local assembly plant should be set up to exploit some of the advantages of
the Kenyan market posses in the region. The lack of competition, easy setup cost, cheap labor,
tax incentives, a good transportation system and a large market with the purchasing power in
sub-Saharan Africa are some of the competencies Kenya exhibits that need exploitation.
SALES AND MARKETING OF WIRELESS MOUSE
References
Myers, M. B. (2015). Ethnocentrism: a literature overview and directions for future research. In
Proceedings of the 1995 Academy of Marketing Science (AMS) Annual Conference (pp.
202-207). Springer International Publishing.
Piercy, N. (2014). Export Strategy: Markets and Competition (RLE Marketing). Routledge.
Terpstra, V., Foley, J., & Sarathy, R. (2012). International marketing. Naper Press.
Westwood, J. (2013). How to write a marketing plan. Kogan Page Publishers.
Zur, A., Leckie, C., & Webster, C. M. (2012). Cognitive and affective trust between Kenyan
exporters and their overseas buyers. Kenyan Marketing Journal (AMJ), 20(1), 73-79.
9

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