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Example research essay topic: Joint Venture Trade Show - 2,032 words

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... here there are only few competitors present in the show and the companys brand name or products has been well known by the customers, they do not necessarily need to conduct very intensive marketing activities, a simple method of marketing activities, i. e. Hand out company brochure, is competent enough to win the battle as well as cutting down their cost. Once the company has ended their exhibition, they will generally measure how well the outcome achieved from trade show by conducting variety of analysis. Here, post show analysis is vital to measure the success of the present show.

In most cases, for the company who try to source the prospects and convert them to clients, they will probably measure them by the number of people who stopped at their stand and inquired further about their products, and also the number of new prospects that was converted to a client. However, different objective stated and achieved by different company will affect on how and what method to be used by the company to analyze the shows outcome. For example: C. N. A, who seems to aim on generating the sales rather the clients, they will measure the result by calculating the amount turned over during the show that is how much was sold during the show rather than counting on the number of people. Additionally, a follow up program on the leads after the show finished is another significant action to be made in order to improve the objective attained.

In fact, some companies, name South Seas and Pisconeri is pleased enough to perform this program in order not to waste the effort of trade show, while C. N. A think there is no need to do the follow up program as their past experience on this follow up program was not resulting any sales at all. Based on the overall outcome from the show, the company will then move to the next step on their decision regarding the trade show. If they find that the show is really give plenty benefits to them, thats mean the more likely they will use trade show as part of their promotional tools in the future time, conversely, if the show results a negative impact to the company, i. e.

like what Pisconeri company find out about their show result, the more likely the company will abandon the show in future time. In fact, some company, named South Seas Trading company is still willing to look forward on joining the show on later time, even though the show has little effect on the company till now. Joint Venture Trade show is another strategy that becomes popular among the companies nowadays. This strategy allows two or more companies to joint together on building their stand for the show and they can share the expense on the show to cut down their cost. Joint Venture is mostly used when the company start to participate in an international trade show, where the matter of success is extremely uncertain.

Some companies, i. e. South Seas Trading company and C. N. A do not interest to go a joint venture with other companies in the show as they want to keep their market or company locally, while Pisconeri is keen to go into a joint venture trade show with others in order to participate in international trade fair. Recommendation: For C.

N. A International Import And Export Co. Attend specific trade fair i. e.

Giftware show rather than Home and Gift in order to concentrate and expose a more defined market, and push the sales directly. They need to concentrate more on the follow up of leads to get more prospects. They need to have a stronger marketing strategy in order to attract the customers, i. e. promotion discounts. As trade show are the only way of generating the sales for C.

N. A, it is better to exhibit at more shows held in other regions of Australia in order to increase their sales revenue. For South Seas Trading Pty Ltd. The company may need to join more trade show and concentrate on one ones where their target market will be in order to improve the outcome of the show. The company needs to concentrate on promotion of their products, even though there are only few competitors in the show. As the company want to keep the market local, they may have to consider participating exhibiting at the shows held in different states of Australia frequently in order to increase their sales and clients.

For Pisconeri Fine Food And Wine Merchants Pty Ltd They have to join more local or international shows because the failure of success at previous shows derives come from the customer knowledge about their products. Their marketing strategy is very good however their product brand is not well known thats why they need to use more shows to increase the customer awareness or brand loyalty As they always face quite competitors at the show, it is maybe a better idea of hiring outside expertise to exhibit at the show in order to be more competitive. International trade show is another way that can help them to increase their sales, so it would be better if they try to join industry related international trade shows. References: Ans off, I. & McDonnel, E. , 1990, Implanting Strategic Management, 2 nd Ed, McGraw Hill, USA.

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Research essay sample on Joint Venture Trade Show

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