AN OVERALL MARKETING POSITIONING AND MARKETING MIX FOR SINGAPORE BASED COMPANY, BREADTALK, IN THE TURKISH MARKET

AN OVERALL MARKETING POSITIONING AND MARKETING MIX FOR SINGAPORE BASED COMPANY, BREADTALK, IN THE TURKISH MARKET

For Breadtalk to have an overwhelming impact in the new market, it has to employ the dynamics of market penetration. This would involve market segmentation, product positioning, competitive advantage, as well as the employment of product targets. The efficiency of these dynamics depends on the manner in which they are executed. In this case, Breadtalk would be required to employ controllable concepts of its business niche. As a consumer goods company, it has to package what it produces, determine the price, how it intends to distribute them, and promote its products in Turkey. Thus, the company, being new in Turkish market, has to adjust its overall marketing approach. As a foreign company in a foreign market, there are individual marketing elements which can be uncontrollable and can be either advantageous or injurious to the business; these valuables entail culture, infrastructure, technology, geography, politics, and competition.

To develop a feasible marketing plan, it would be essential to:

1. Identify the company’s target market – Breadtalk management has to identify their customers in Turkey, define their targets, and determine who makes the primary decisions. Another issue relates to developing a strong customer profile[1]. The value of consumer profile would allow the business to better understand its clients and equally reach likely consumers.

2. Define and develop an effective market analysis – The concept is instrumental in recognizing and understanding the very nature of the target market, including how to place and position the company and its products[2]. Likewise, this would involve the decision of how to position the business within the target market.

Penetrating into a new market is always challenging. For Breadtalk to have any meaningful and effective entry into the Turkish market, a description of its products as well as services is important. This would expose the company in the market, including availing information on what it intends to offer. Also, the benefits of its products would be defined through the available products’ description. Such consideration would be a good path to seek penetration into the Turkish market.

Since Breadtalk is a foreign entity, it is imperative to define if its operations and products will bring any benefits to the Turkish market.  It would be wise to define what problems its entry would solve, the nature of benefits to expect, and what the clients would get. By doing this, it would be possible initiate marketing awareness through promotions, as well as establish mass market advertisement.

Considering the various market dynamics, assessing potential competition would be essential. The basic factor is to understand the company’s position within the identified niche. This would help in understanding how to compete efficiently and productively. Likewise, it would concern the gathering of important information regarding products, quality, price, and service, as well as advertising campaigns3. Breadtalk would need to consider its brand image; this is important in defining consumer perceptions and also increasing market traffic. Branding is essential since it fuels market dominance, leading to more sales. This would be achieved by developing a clear and solid business identity[3]. That is why it is vital for Breadtalk to evaluate how it intends to enter the Turkish market and reflect on its business model and products. In this case, planning and thinking dynamically is required, since these are instrumental in implementing a vibrant marking position. Other factors would involve pricing properly to attract more clients, such as advocating and promoting the business through advertisements, promotion, as well as extensive and productive public relations.

Bibliography

Baker, Michael. The Strategic Marketing Plan Audit 2008. NY: OUP, 2010.

Kotler, Philip, Rethinking Marketing. NY: FT Press, 2012.

Saxena, Rajan .Marketing 3E. NY: Tata, 2009


[1] Rajan Saxena , Marketing 3e p(NY:Tata,2009).100

[2] Michael ,Baker, The Strategic Marketing Plan Audit 2008(NY:OUP,2010),28

[3] Philip, Kotler ,Rethinking Marketing (NY:FT Press,2012),145