International Strategy: Skidoo's Moroccan Market Analysis Report

This report details Skidoo's international market entry strategy for Morocco, focusing on the unique challenges and opportunities presented by the Moroccan market. The core component analysis suggests adapting the snowmobile's features, such as integrated seat suspension and heated seats, to enhance user comfort and appeal to novice riders, catering to the tourism sector. The packaging and labeling section emphasizes the need for robust packaging to prevent damage during export, along with multilingual labeling to cater to the local market. The report estimates the cost of packaging at $120,000 per year, considering various logistical costs. The support service component highlights the importance of providing reliable after-sales service, including warranties and repair facilities, to build customer trust. The report also considers the country of origin effect, recommending cost-effective and user-friendly product offerings. The promotional mix strategy suggests leveraging media and digital platforms, including social media, to target the youth demographic, and the use of local figures in advertising to enhance appeal. The report concludes with references to relevant marketing and business development literature.

RUNNING HEAD: INTERNATIONAL STRATEGY
Skidoo in Moroccan Market
Name of Student
Name of University:
Author Note

Product Component Model:
Core Component- the core component refers to the specific quality of the products that needs to e
present in order to have the whole hearted acceptance of the market. Morocco is a country in
South Africa that has an average GDP per person (El-Said & Harrigan, 2014). Tourism one of
the most important sectors of generating revenue by the country. Since the country is covered by
the mountainous region of the Alps, the snow mobile companies may found a prospectus market
in the region. However, the core component of the product has to be cost effective. Cost
effectiveness of the products will help the tourism departments to buy it in a mass amount and
enhance their customer service. the product must also have to be user friendly. The people who
will be riding the snow mobiles will basically the tourists who will not have much experience or
expertise in the product. Thus, the company needs to build their product an easy to handle one.
The technology can also be devised in a way like adding an integrated seat suspension that will
absorb the aftershock readily. Since the riders will be mainly the novice, the suspension will
make them feel comfortable. Another feature that they can adapt is the heated seat. The
adjustment of the temperature according to the weather to match the preference can also be an
added advantage to attract the tourists.
Packaging and labelling component- the snowmobiles are products that are not used or
manufactured in various places. Thus, if there is any dislocation of parts while exporting, it will
be harder to fix it. Thus, the packaging of the products needs to be in such a fashion that it will
be precaution against any damage. Exporting in mass have higher chances of getting the products
damaged if they are not packed properly. Thus, the company needs to be careful regarding the
packaging of the bikes. In labelling they must also be specific in detailing the specifications of

the contents. This will enable the organisation selling it to identify which products contains what
and thus they can segment them without having to unpack it every time. In order to make it
acceptable in the lands of morocco, it can make use of the Moroccan language in the labelling or
can also use universal sign language. The approximate cost for packaging can be estimated at
$120,000 per year as it requires to perform both the pre packaging and post logistic rituals.
Cost of Engineering 25000 $/ yr
Cost of Purchase Order 10000$/ yr
Cost of Purchasing 15000$/yr
Cost of Rent 20000$/yr
Cost of External Transport 27000$/yr
Cost of Receiving 20000$/yr
Cost of Conditioning 20000$/yr
Cost of Internal Transport 4000$/travel]
Cost of Stocking 2000$ per piece
Cost of Picking 2000$ per piece
Cost of Internal Transport1 1000$/travel]
Cost of Packages Manufacturing 20000$/yr
Cost of Internal Reverse Logistics 20000 /yr
Cost of Internal Transport 1000/ travel
Cost of Stocking 12000$
Cost of Picking 1000$
Miscellaneous Stock
Support Service Component- the Skidoo Company will have to provide a value added support
service component in order to have a reliable customer base and generating trust about their
products (Sagala, Destriani, Putri & Kumar, 2014). As pointed out earlier that snow mobile are
products that cannot be manufactured or mended in any place, it must have to provide

compatible support system for addressing the concerns. Thus, the products must make itself
reliable by having warranties and having the repairing facilities by the manufacturer. Since the
production of the spare parts and manufacturing units are hard to get in developing countries like
Morocco, in order to make the customers reliant and assured about any post delivery assistance
by giving warranties in repair and maintenance, instructions, installation, warranties, deliveries,
and the availability of spare parts
Country of Origin Effect consideration: the skidoo company is a Canadian invention. Canada is a
country with high GDP and the purchasing power of the customers are quite high. this is
however, not in the case of Morocco. Thus, the company has to understand that the products to
be exported to Morocco must have to be cost efficient and user friendly rather than being
luxurious. The company must also keep in mind the geographical differences between the
Canadian land and the rugged Moroccan land and accordingly make the parts of the snowmobile.
The products of Canada are seen by a large part o the world as something of high price but
medium quality. this may have a negative effect in the market of Morocco.
Promotional Mix:
The advertising and sales promotion for the proposed market can be as follows:
The company can promote their products as a medium priced one so that they can have a strong
hold in the country of Morocco since the buying power of the customers are less. Since tourism
is a prominent sector in the market of Morocco, the main objective of the promotion of the
company will be to establish their product as one of the innovating idea of attracting tourists and
providing facilities in tourism (El-Said & Harrigan, 2014).. The company in the media mix
strategy can have the strategy of using any known and acclaimed athlete person to be their face

of advertisement in the television as well as in print media. The promotions can also be done
through social Medias. Since the product is targeted mainly towards the youth, promotion in
facebook will easily capture the attention as the young sector uses the social media to a more
large extent than that of other customers (Clow & James, 2014). In addressing the linguistic
barriers, the usage of English language can be used in te advertisements so that the people of
morocco can understand the features and the other related informations. Digital advertisement
focusing on the key features of the product and highlighting their benefits by visuals will make
the usage of language a secondary one. The company can also tie up with the local advertisement
partners who can make a local popular figure of Morocco the face of advertisement. This will
appeal the local consumers more. Since the usage of the product is quite risky one and needs
certain expertise, it is also recommended that the TV commercials and the print media whie
advertising the product make use of awareness propagandas. They can also detail their features
and parts in their digital advertising like websites. The advertisement in digital media willalso
help in curbing down the promotional costs.
In the sales promotion, the company can offer discounts and sales on the associate
products like the gadgets required with the man product or the related accessories (Nour &
Almahirah, 2014). The objective behind this will be that the customers will find it beneficial to
have a hold of some extra parts required for the product in future beforehand at the discounted
price.

Reference List:
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El-Said, H., & Harrigan, J. (2014). Economic reform, social welfare, and instability: Jordan,
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Le, N. L., Stroeven, M., Sluys, L. J., & Stroeven, P. (2013). A novel numerical multi-component
model for simulating hydration of cement. Computational materials science, 78, 12-21.
Nour, M. I., & Almahirah, M. S. (2014). The Impact of Promotional Mix Elements on
Consumers Purchasing Decisions. International Business and Management, 8(2), 1
Sagala, C., Destriani, M., Putri, U. K., & Kumar, S. (2014). Influence of promotional mix and
price on customer buying decision toward fast food sector: a survey on university
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