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MARKETING MOTORCYCLE HELMETS ON THE INTERNET.
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Essay Subject:
Discusses the product, marketing problems, SWOT analysis, Internet analysis. Steps to develop a new web site. Marketing & advertising the produce.... More...
7 Pages / 1575 Words
4 sources, 4 Citations, APA Format
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Paper Abstract:
Discusses the product, marketing problems, SWOT analysis, Internet analysis. Steps to develop a new web site. Marketing & advertising the produce.

Paper Introduction:
Marketing Motorcycle Helmets on the Internet About the Product The product name is Xian Hua, which is a fiberglass motorcycle helmet manufactured in Taiwan. The import cost for the product is $7.95 US in quantities of 100. The product is new, and has been crash tested in Taiwan and is capable of withstanding 130 pounds of direct pressure and is also capable of withstanding crashes of seventy miles per hour. About the Marketing Problems When getting ready to market such a product in a nation where there are so many channels from which to choose, it is essential to study the problems that other marketers have faced. The problems connected with marketing the helmet in the United States are believed to be these (Sealey, 1999). * Kee

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Therefore, theInternet seems a reasonable way to test this. Feher, A. (1998, Winter). . The records are now showing that many business people havesuffered disappointment after investing money, time, and high hopes basedon over-hyped legends of riches to be made in cyberspace. Based on current Internet marketing research, however,search engine placement can be better if the product being sold has thesequalifications (Feher & Towell, 1997). Appeals to a wide geographic audience. . Possible tariff changes that could influence cost and profits . . 195-2 . . The chance to develop a trade relationship with the company in Taiwan that could lead to other import possibilities. In addition, many cities are now requiring bicyclists to wear helmets that open an additional market. The average cost across America forhosting is $2 a month, so for the two years that you will own the domainname, you will be spending $48 in "rent." The next step is to begin to structure your sales message. . . Opportunities . Business use of the Internet,Internet Research. The Internet is a mosaic of many smaller virtual communities, eachwith its own history, culture, standards, rules, and values. . Day, A., (1997, Spring). The name of the helmet is bad for a broad American market, so it would have to be changed. Since this is a commercial site, it is essential that some way ofcollecting payments be arranged. The import cost for the product is $7.95 US inquantities of 1 . In fact, theInternet is nothing more than a massive interconnection of computernetworks, communication lines, and switching equipment. Once the web site is operational, and the sales message issatisfactory, then it is time to begin marketing.Marketing the Product Here is where Internet marketing appears to differ from most othercommerce systems. A model for monitoring Web siteEffectiveness. Is a specialty item otherwise difficult to locate. Weaknesses . * For the sales effort to be effective, there must be an assurancethat we can deliver on time. Appeals to the intelligent consumer . Since the most efficient way of sellingthe helmets seems to be to allow instant purchase by credit card, thismeans that arrangements will have to be made with credit card authorizationcompanies. The proposed helmet fits all of these requirements. The general steps involved in marketing any product are:* Evaluating the product and identifying the customers who are the mostlikely to purchase it (and how they will use it).* Analyze the customs, desires and buying habits (as well as theincomes)of regional and other niche markets.* Discover the best marketing channels for your product.* Decide on the advertising message and determine the correct media forplacing that message. . Traditional marketing wisdom suggests that "one product companies" tend to fail. In some ofthose communities, the words "advertising" and "marketing" have taken onmeanings different than in the mainstream business world. Barriers to theadoption of really-new products and the role of surrogate buyers, Journalof Consumer Marketing; 15: 358-371. Is an "informed purchase"--the buyer responds to information rather than hyperbole. Sealey, P. References Aggarwal,M.; Cha,L.;Wilemon, D. Marketing Motorcycle Helmets on the InternetAbout the Product The product name is Xian Hua, which is a fiberglass motorcycle helmetmanufactured in Taiwan. The next decisionis how to create the web site, and here you might have to hire aprofessional, unless you feel comfortable working with software programs.In that case, there are numerous programs available that let you createeffective web sites. Being a buddingentrepreneur, it is essential to not miss out on a potential opportunity,as long as that opportunity doesn't involve throwing a lot of money away.However, the research of this writer has shown that, if approached withskepticism and caution, the Internet is a valid way to test new products. So far, there is no suitable name that has been found or tested. (1999, July 1), How e-commerce will trump brand management,Harvard Business Review, 171. Xian Hua is manufactured by a company that makes numerous products and has a good reputation in export circles. analysis (Strengths, Weaknesses, Opportunities, Threats).SWOT Analysis for Xian Hua Helmets Strengths . Strong marketing potential since the product is attractive and looks different from other helmets. Internet Research.7:2.1 9-115. In addition, many marketing specialists suggest that the pre-marketanalysis be very specific, in some cases going so far as to doing aS.W.O.T. Appeals to a broad segment of the Internet user base. . * Keep initial costs as low as possible until there is a toehold,which suggests that there is a strong need for test marketing to learnwhether there is a market for our helmets. Threats . Most of them require a commercial bank account, but if theentrepreneur doesn't have one, then there are companies that will collectthe money and charge you a higher fee per transaction. 7:3. The most important strength is that the company in Taiwan will export to the United States and leave the goods in a Free Trade Zone until requested. The helmet is competitively priced, and could retail for $3 , well under the competition. Before you can register a domain name, you have to have made anagreement with an Internet Service Provider (ISP), which is a company thatwill host your web site for a fee. However, it is reasonably simple to put up a web site.Steps to Developing a Web Site The first step is to register a name for the company. Motorcycle riding is on an upswing. The problems connected withmarketing the helmet in the United States are believed to be these (Sealey,1999). To people insome areas of cyberspace, the word "advertising" is worse than a four-letter word, but "marketing" is perfectly acceptable (Day, 1997). (1997). This means that it is not necessary to come up with all of the payment at once. and Towell, E. Possible trade restrictions depending on where the China-Taiwan situation goes with the World Trade OrganizationDetermination of Sales Channel Based on the specifics of the helmet, including the financialsituation of this writer, it has been decided that the best channel inwhich to begin marketing the helmet is the Internet.Analysis of the Internet Media reports on Internet commerce are conflicting and oftenconfusing. . Certain methods of advertising are not tolerated on the Internet. Some states would require testing affidavits concerning the safety and endurance of the helmet. The most controllable type of marketing is to devote energy to searchengine placement. For instance, it is wise to ignore almost everything written about theInternet, especially the belief that you can advertise to millions ofpeople over the Internet. Can be purchased over the Internet less expensively than by other channels. One nicething about the Internet is that it is information-rich, and a person whois selling something can tell a lot about the product. . The goal is to a) get people to come to your web site,b) get them to stay on your site long enough to see what you have to offer,and c) presenting enough of a reliable image so that the person iscompelled to commit to your offer. . The product is new, and has been crash tested in Taiwanand is capable of withstanding 13 pounds of direct pressure and is alsocapable of withstanding crashes of seventy miles per hour.About the Marketing Problems When getting ready to market such a product in a nation where thereare so many channels from which to choose, it is essential to study theproblems that other marketers have faced. This is knownas a "domain" and is equivalent to opening up a store in the real world.For seventy dollars, it is possible to "rent" a store space on the Internetby registering your domain name with an organization called NetworkSolutions. Infact, the two most respected methods (and sometimes the least effective)are "banner advertising" and "search engine placement." Banner advertisingis either paid (where you buy a banner on a web portal) or exchanged, whereyou agree to place banners on your web site while other web sites placeyour banner on theirs. Customers in America, apparently more thananywhere else in the world place a great deal of emphasis on timelydelivery (Aggarwal, Cha, Wilemon, 1998). The reason why no one issure is that there is no central authority over the Internet. The best observers of the scene concur that noone is sure how many people are on the Internet. Possible state and city regulations against the helmets . There is a lot of competition from American manufacturers. Search-engine placement is a mystery that brings outmany opinions.

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