Competition in Media essay
The market of the rapid beverage coolers in the UAE is very important, especially in the construction industry, where many construction companies face the problem of the supply of cool beverage to their employees working at the construction site. At the same time, many companies supply beverage to the construction sites but there are quite few companies that can supply construction sites and employees working there with mobile coolers. In such a situation, the company entering the UAE market should promote its products and services using local media to outpace its major rivals operating in the UAE at the moment.
First of all, the company should focus on the use of online advertisements, which may be very effective, taking into consideration the fact that online advertisement can reach the mass audience at relatively low costs of advertisement (Moy, et al., 140). Therefore, the promotional campaign should focus on the use of online media mainly to promote its products and to reach the target customer group.
In this regard, the use of websites of the UAE Ministries and construction companies can be very helpful because these websites can be used for sharing information between the authorities, construction companies and suppliers of diverse products and services. The websites of construction companies can be use to establish contact with construction companies, which are the target customer group that will purchase mobile beverage coolers. Therefore, the company can communicate the detailed information on mobile beverage coolers to consumers directly.
At the same time, the company should come prepared to overcome the competition existing in the market at the moment. The competition is high but the company can take its unique niche in the market. What is meant here is the fact that the major rivals of the company provide the supply of beverage to the construction site. In stark contrast, the company will offer mobile beverage coolers, which are cheap in maintenance and do not need substantial investments. At the same time, companies will enjoy the provision of their employees with cool beverages. Therefore, this strategic advantage of the company’s products should become the milestone of the promotional campaign.
To reach the target customer group, the company can focus on using specialized print media, which are traditionally popular in the UAE. The use of print media may involve smaller audience compared to internet but still they focus on the target audience specifically (Hart, 38). Taking into consideration the dry and hot climate of the UAE, the company can attract the attention of potential consumers through specialized print media.
Finally, the direct work with the target customer group, i.e. construction companies, may be very effective. In this regard, the company should promote its products through specialized construction exhibitions that take place in the UAE on the regular basis (Pine and Gilmore, 188). The company can use construction exhibitions to establish new business contacts and to communicate advantages of its products to its potential consumers. In such a way, the company will promote its products directly to the target customer group.
Thus, the active promotional campaign using online media, government websites and websites of construction companies, along with the promotion in specialized print media and direct work with construction companies will help the company to take its share in the market of the UAE, regardless of the existing competition.
