Introduction
Market entry into a new country can present many challenges, which is especially important when attempting to penetrate a developing market. The purpose of this report is to assess the developing market of Turkey and to understand its culture in contrast to other countries. This can be used to provide an effective market entry strategy for the company Volkswagen. This will not only cover the design of a new car, but also any marketing suggestions to appeal to the Turkish audience.
Findings
Volkswagens International Presence
Over the last 40 years Volkswagen (VW) has attempted to establish itself on a global market. Their main influence has ranged from mature markets like the USA (Browning, 2011) to emerging countries like China (Wei, 2014). Both Wei and Browning agree that VW have been able to successfully implement themselves into their selected markets which highlights VWs global presence. Cartwright (2011, p. 27) identifies …show more content…
Access to the media and literacy levels are moderate allowing effective exposure to advertising (CIA, 2015). Gumas emphasises that TV commercials are especially important within Turkey (2014, p. 182). It may be recommended to pursue a rigorous TV advertising campaign to exploit this trait. Capan uses an example of banking advert which focused collectivism that became popular in Turkey (2013, p. 53). Perhaps instilling patriotic and collectivised through a family offer within the advert could replicate that success. Internet promotion is another means to advertise the product. Research were compared between the UK and Turkey in internet preferences, the result highlight similar tastes in online advertising (Sakarya & Soyer, 2013) This advises therefore to maintain a similar standard when purchasing online. Telephones records suggest ta telemarketing can also be effective within the Turkish market (CIA,
Market entry into a new country can present many challenges, which is especially important when attempting to penetrate a developing market. The purpose of this report is to assess the developing market of Turkey and to understand its culture in contrast to other countries. This can be used to provide an effective market entry strategy for the company Volkswagen. This will not only cover the design of a new car, but also any marketing suggestions to appeal to the Turkish audience.
Findings
Volkswagens International Presence
Over the last 40 years Volkswagen (VW) has attempted to establish itself on a global market. Their main influence has ranged from mature markets like the USA (Browning, 2011) to emerging countries like China (Wei, 2014). Both Wei and Browning agree that VW have been able to successfully implement themselves into their selected markets which highlights VWs global presence. Cartwright (2011, p. 27) identifies …show more content…
Access to the media and literacy levels are moderate allowing effective exposure to advertising (CIA, 2015). Gumas emphasises that TV commercials are especially important within Turkey (2014, p. 182). It may be recommended to pursue a rigorous TV advertising campaign to exploit this trait. Capan uses an example of banking advert which focused collectivism that became popular in Turkey (2013, p. 53). Perhaps instilling patriotic and collectivised through a family offer within the advert could replicate that success. Internet promotion is another means to advertise the product. Research were compared between the UK and Turkey in internet preferences, the result highlight similar tastes in online advertising (Sakarya & Soyer, 2013) This advises therefore to maintain a similar standard when purchasing online. Telephones records suggest ta telemarketing can also be effective within the Turkish market (CIA,