International Marketing Objectives

International Marketing Objectives

1. What does Realeyes want to achieve?

• 
  Strategic direction is to be a successful market entrant offering good quality eye-tracking services of global standards, ensuring high Volume sales. Backed by our analyses, Realeyes would have marketing objectives including:
  
• 
  A Specific, realistic objective to boost its revenue and mitigate over-dependency on UK or US for their revenue streams by entering Australian market.
  
• 
  To gain market share and build new customer base by penetrating Australian media/market research and retail industry
  
• 
  Gaining presence and brand-equity in Australia and Asia-pacific
  

The company’s objectives are to:

9. International Marketing Strategy

5. 
   Segmentation: A group of organisations that share one or more similar characteristics which lead them to have similar needs.
   

6. 
   Targeting: A group for which a company creates an offering that specifically fits their needs and preferences.
   

7. 
   Positioning: Placing the services offered by Realeyes relative to other competitors
   

8. 
   Marketing tactics: Planning the marketing mix for Realeyes keeping in mind their resource availability and capability and also the market requirements.
   

1. Segmentation

1. 
   Usability Segment – User Interface
   
   1. 
      Desktop: This will mainly cover computer monitors, laptops and televisions
      
      1. 
         Website: This will include all internet websites providing services like emails, social networking, banking, etc.
         
      2. 
         Software: This will mainly include User Interface analysis of applications based on operating systems like Windows and Mac.
         
      3. 
         Games: This will include analysing user interface of games to be run on PCs and gaming consoles like Xbox, Wii, Play station, etc.
         
   2. 
      Portable: This will cover handheld devices like mobile phones, media players, gaming devices and other such devices.
      
      1. 
         Website: This will include website versions to be run on mobiles and media players.
         
      2. 
         Software: This will cover applications specifically built to run on mobile phones and media players.
         
      3. 
         Games: This will include analysing user interface of games to be run on gaming consoles like PSP, Game boy, Zune, etc.
         

2. 
   Market Research
   
   1. 
      Static
      
      1. 
         Packaging: This includes consumer products like cereals, soft drinks, packaged food and other products where packaging plays an important role in attracting customer attention.
         
      2. 
         In-store Display: This includes eye-tracking analysis of layout of products in shelves of super markets, departmental stores, malls, etc.
         
      3. 
         Outdoor: This will cover poster advertisements on bill boards, roads, cinema halls, airports, malls, etc.
         
      4. 
         Print media: This includes newspaper and magazine layout and advertisements.
         
      5. 
         Product design: This can cover eye-tracking analysis using photographs of prototype or newly launched products like mobile-phones, laptops, digital cameras, cars, bikes, etc.
         
   2. 
      Dynamic
      
      1. 
         Television Commercials: This is self explanatory including all types of advertisements, movie trailers, etc.
         
      2. 
         Digital Advertisement: This includes electronic mail, online advertising, search advertising.
         

3. 
   Academic Research
   
   1. 
      Psychology:
      
      1. 
         Reading and Tracking: This includes tracking the eye-movement of children with reading disability or studying child behaviour while solving problems in relation to their eye-movements.
         
      2. 
         Film and Arts: Academics are also looking to use eye-tracking for analysing human perception of films scenes and art objects like paintings.
         
   2. 
      Medical Research:
      
      1. 
         Neurology: There is growing interest in mapping the movements of the eye with the study of the brain and other emotions of the nervous system.
         
      2. 
         Ophthalmology: For studying vision deficiencies.
         

Figure 22 - Proposed Segmentation for Realeyes

2. 
   
   Download 4.93 Mb.
   
   Share with your friends: