The Key Messages

The new marketing strategy of Company X for the Qatari market has to communicate certain key messages. The nature of these messages is defined by the target audience, which includes companies operating in Qatar that are potential distribution partners, end-customers or both.

What would these potential partners like to hear about the products? The quality, price and differentiation from the competing products should be on the top of the list. Therefore, we would stress the Finnish design of the litterbins that does not compromise the usability and durability of the products. This quality would come with a relatively high price, but it is lower than the price of some other design litterbins from the competing firms. This combination of very high quality with reasonable price in its market segment differentiates the products from their closest competitors.

The second key message to convey is the suitability of Company X as a business partner. B2B-sector is characterised with relationships, both formal and informal, and hence both of the companies including Company X and the potential partner should be willing to sacrifice resources for the establishing and maintain a relationship. Trust can be seen an essential factor in this process. We see that communicating about the past experiences and success of Company X in the Middle East would be an excellent way to build the first perception of trust. Company X has done a very successful project in Dubai, and it has a good relationship with a distributor in United Arab Emirates. Using these references in communication would create an experienced picture of this small company that would be beneficial in attracting new business partners and end customers.