The Self Service Machine (Term Paper Sample)

The Self Service Machine
Name:
Institution:
INTRODUCTION
Self service machines are automated machines that provide a mechanism for individuals, basically customers to make their own purchases without the help of a salesperson or a retailer hence, they generally reduce on the costs of labor to organizations. Self service machines also enhance and improve on efficiency since they are quite faster and through this they help in reducing human traffic. Others such as the security check systems help in enhancing security.
Our self service machines will generally comprise a wide range and variety of electronic machines ranging from automated teller machines, automatic vending machines, self service machines in supermarkets and in learning institutions, security check systems and electronic voting machines .In this regard, the electronic voting machines are in high demand in Saudi Arabia as the government has advocated for their use in ensuring fair and just.
For example, our automatic vending machines will be used to sell fast moving goods such as newspapers, ice-cream and candy and also serve drinks such as coffee in restaurants and hang out joints while the library self service machines will enhance faster borrowing ,renewal and return of library books and resources in the country’s learning institutions. Our self service machines are basically tailored and designed to meet the needs of the people of Saudi Arabia by helping in improving efficiency in service delivery in the country since the machines have an advantage of added speed. This will help easing customer traffic and congestion reducing time spent in long tiring queues. We have made quite a good consideration that the country is a very populous country which is usually characterized by high influx of customers, especially in peak seasons making our products very ideal for the Saudi Arabian markets.
Our marketing plan aims to create awareness of our self service machines in Saudi Arabia by advocating the benefits that the machines bring to organizations as well as to individuals. The plan covers on our organization’s mission and objectives, segment description, customer driving marketing strategy, pricing strategy, promotional strategy and the marketing action plan. By introducing our products into the Arabian markets, we shall be sure to meet the various needs of the people of Saudi Arabia and bring in goods of value that shall surpass our customers’ expectations.
MISSION AND VISION
The mission and vision of our organization introducing our products into Saudi Arabia is to increase efficiency and ease customer traffic by saving up on time spent in long queues. This will be of great assistance especially during peak seasons such as the Eid-Ul-Fitrl festivities and public holidays. We strive and aim to supersede, surpass and exceed the average expectations of our customers with our high tech and quality products and eventually be the premium leading organization selling self service machines in Saudi Arabia and to also eventually conquer international markets.
MARKETING OBJECTIVES
The organization’s marketing objectives include; developing and creating awareness concerning our brands to almost all parts of Saudi Arabia with an aim of targeting and capturing a steady and significant number of the country’s citizens. Increasing our sales up to 50% in the first years of penetrating into the Saudi Arabian markets and realizing rational and realistic profit margins from our sales is also part of our marketing objectives.
SEGMENTATION DESCRIPTION
We aim at targeting various market segments that are best ideal for our products; first, the organization aims to targeting supermarket and learning institutions. The supermarkets and the learning institutions will offer huge markets for our products since we are creating awareness for the many supermarkets in Saudi Arabia to replace their tellers with the automatic machines .Learning institutions will also find our products very useful because they will help in the process of borrowing, renewal and return of library resources and any follow up on the schools’ library materials can easily be made with these machines.
Our organization will also target on restaurants and hang out joints that specialize in selling fast moving goods such as coffee, ice creams and candy. Saudi Arabica has a large proportion of its population comprised of the young generation and these kinds of items are commonly purchased by the young people. Some of the items are addictive in nature, for example candy and coffee. This leads to habitual buying habits.
The above business premises will want to improve on their services by serving more customers at shorter periods of time , hence the self service machines will come in handy for them. As a result of these items being addictive in nature, the young people develop a habitual buying habit. The youth, especially those in the income earning brackets are also known for impulse buying since they do not have many responsibilities to attend to. Saudi Arabia’s economy is also very strong due to the returns they get from exporting oil, hence the citizens often go out to entertainment places that sell these fast moving items. Due to these facts we are highly targeting restaurant and recreational business owners.
CUSTOMER DRIVEN MARKETING STRATEGY
The organization aims to position itself as an organization that provides reasonable prices for their products that are basically effective, efficient and have up to date operation systems that will surpass our customers’ expectations .We hope that our customer value positioning will leverage our organization and make it gain a competitive advantage over other competitors. Hence, we aim to distinguish and draw a clear distinct of our organization against other organizations by developing value to our customers beyond just the provision of our products.
We plan to offer after sale services to our clients and customers such as free transportation to the client’s premises, free technical advice as well as free installation. Another part of our customer driven marketing strategy is introducing a reward system where customers earn points where ever they make purchases. These points will eventually accumulate and our customers can get our products at discounted prices using the redeemed points.
We will also embrace customer feedback mechanisms to get back to what the customers really need. Customer feedback is very essential to any organization as the management is able to realize areas where their products need improvement. This will continually make sure that we make products that match the various needs and wants of the Saudi Arabia people. Due to the rapid changes in technology in Saudi Arabia, people have their needs constantly and frequently changing, hence it is important to keep up to pace with their dynamic needs in order to be able to survive in the markets (Bowen,2014).
Lastly, among our customer driven marketing strategy is embracing the business referral concept. This is by encouraging our customers to make referrals of our organization to other customers by spreading the good word about our organization. We will encourage our customers to make more referrals by rewarding customers who bring in new clients to our business. Through this customer driven marketing strategies we hope to create customer loyalty and eventually realize repeated purchases from the customers.
PRICING STRATEGY
We aim to use a couple of pricing strategies that we hope will be able to entice and bring us costumers to increase and expand on our clientele base. Saudi Arabia is a wealthy country, a factor that has been contributed to the fact that the country exports oil(Shoult,2006). This makes a conclusion that most of the country’s citizens are high income earners. In regard to this case, discrimination pricing strategy would relate well to the Saudi Arabian markets. This is a strategy where the same product is sold at different prices to different customers in different geographical localities .Hence we plan to fix slightly higher prices to products that will be sold to the well off areas as compared to other areas. We believe we have products with quality features that will encourage the implementation of slightly higher prices in these areas. This will help us in maximizing revenue returns and profit margins.
Our organization will also introduce the penetration pricing strategy .This a strategy where we shall fix low prices to the products during the introductory stages but eventually raise the prices as time goes by. This will help the organization to penetrate into new and potential markets within very short periods of time and enable us to position our products against other competitors, making us gain a competitive edge. This strategy has been documented to be a very effective pricing strategy.
These pricing strategies, complemented and coupled by our high quality products will significantly help us in achieving and conquering huge market shares in Saudi Arabia.
PROMOTIONAL STRATEGIES
Promotional strategies fall as one of the most essential and crucial tactics that an organization can adopt to help in gaining competitive advantages over the competitors. This is because promotional strategies create awareness about a product to members of the public as well as putting a reminder about the existence of a product to the already existing customers. In regards to this, we have adopted vigorous promotional activities and strategies that will shall implement in order to be able to realize our marketing objectives.
Our most important objective is to position our organization as the premier organization offering self service machines in Saudi Arabia., hence our first marketing strategy is a str...