Background: Imagine you are the marketing manager of a producer of robot welding machines. These

Question: Background: Imagine you are the marketing manager of a producer of robot welding machines. These machines are used by companies on their assembly lines, typically to perform repetitive, high-volume welding processes that require a high degree of accuracy. These are complex, costly machines that normally are, off a common base, further modified to the needsBackground:
Imagine you are the marketing manager of a producer of robot welding machines. These machines are used by companies on their assembly lines, typically to perform repetitive, high-volume welding processes that require a high degree of accuracy.
These are complex, costly machines that normally are, off a common base, further modified to the needs of a given customer. Generally, the companies that buy them are large firms. These firms can vary from automobile manufacturers and ship producers, to defence equipment manufacturers and producers of mineral extraction equipment.
You’ve been asked to define an approach to market the machines in a neighbouring country where you currently do not sell your welding machines. Your brand however is well-known in the neigbouring country for offering reliable robotic welding machines (but not for the supporting software) based on your presence in other countries.
Here’s what you already know about the neighbouring market:
Customers:
There are dozens of firms which could be potential customers. Their profiles are quite heterogenous.
Customers’ buying process is generally led by the procurement team. As these are expensive, complicated machines, there are many stakeholders in the DMU – per the examples we have shared in class. While the company’s CEO must provide the final sign-off, other areas of the firm will weigh in on their applicable interests to ensure their needs are considered
Customers normally are in long-term relationships with robotics manufacturers, as post-purchase support is of extreme importance
You know that for many potential customers, a common pain point is that they are looking for better integration between the machine itself and supporting software to facilitate usage, minimize any issues — and therefore minimize the risk of downtime
Competitors:
There are currently 6 producers selling robotic welding machines in the neighbouring country
All 6 offer all-in-one machine and supporting software solutions
You believe that your solution, while not the cheapest upfront, offers the most seamless machine and software operation, as well as a high degree of potential customization. This, you argue, minimizes downtime, facilitates system operation and maximizes accuracy.
Task:
Define an approach to marketing your machines in the neighbouring country
In the approach, address the following considerations for the neighbouring company:
Segmenting the market – What approach(es) would you take to segmenting the market, and what would be examples of segments for each approach?
Proposing an action plan – What actions would you propose your company takes based on the buying situation?
Value proposition: – Given the needs of the target audience and the strengths of your offering, what would you propose as an overall value proposition?
1. Franchising approach to marketing the machines manufactured by your company would be an appropriate method to enter the neighboring country. This will help you gain the benefit of establishing your business in the country as well as having a consi…View the full answer