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Memo C ONFIDENTIAL To: Magan Rafferty, Marketing Manager CC: Audrey Hughes, Chris Stover, Justin Stryhom, Syamak Tabrizi, Tia Taylor From: Group E...

Part Two: Sales Letter with Visual Aid
Next, using the information about the culture you gathered during week four and the information about Kelly Services located in the case study, write a 1-2 page sales letter to companies already located in the country you have researched convincing them to use Kelly Services. “Make a good first impression,” your supervisor says. “Use a nice visual aid—a graph or a table. Make it look good.”
Format the letter as a business letter, and base the content on the information provided in the case study. Write the letter and design the visual aid reflecting the knowledge you’ve gained in your research of the culture for which you are writing. Organize your letter according to the strategies presented in Chapter 10. For our purposes, assume that Kelly Services does not have competition in the region, but do the following:
• Assess customer needs (using the information in the case study, not additional research)
• Determine key selling points and benefits
• Anticipate purchasing objections
• Use the AIDA model
• Maintain legal and ethical standards, and demonstrate your cultural awareness by writing a message tailored for this culture
For your visual aid, you will need more than an attractive picture. Create a table or a chart that helps convey your sales message. For example, you might include a table that succinctly displays the types of employees Kelly Services offers, a table that highlights employer and employee benefits, or a pie chart showing the percentage of Fortune 500 companies that use Kelly Services, or a graph showing another important statistic. Your visual aid should be attractively designed and should adhere to the guidelines set forth in Chapter 12:
• The visual aid must be ethical and must not distort information
• The visual aid must be clearly labeled
• The type of visual aid must be suitable for its intended purpose
• The visual aid must be integrated with the text in a way that will make sense to the audience
• The visual aid should demonstrate the same cultural sensitivity as the letter itself
Memo To: Magan Rafferty, Marketing Manager CC: Audrey Hughes, Chris Stover, Justin Stryhom, Syamak Tabrizi, Tia Taylor From: Group E Date: 8/3/12 RE: M arketing research on Japan _____________________________________________________________________________ Analytical Report As you requested this report includes our research and recommendations for use in the upcoming Japanese sales campaign. We have focused only on aspects of the Japanese culture that will directly influence our sales department. Japan’s Culture The Japanese are a proud culture with a history spanning thousands of years. Status is very important to them. Therefore, by extension etiquette is important. Japan’s culture is very different from the west. “Decision making is a lot slower, because people tend to seek approval from everyone in the group, especially the elders” (Ghimire, 2006). Japan is a high context culture, meaning less verbally explicit communication, less written/formal information, and more internalized understandings of what is communicated. Our company needs to be indirect since more is implied than said. Communication In Japan, business cards are of great importance. Great deal of care should be given when handling these cards. We cannot write on them, or put them in a pocket or wallet, since either of these actions will be viewed as defacing it. Furthermore, business cannot begin until business cards are exchanged. In addition, Japanese do not like using use the word no, realizing this is very important when dealing in negotiations with them. In Japan, whether doing business or at a social gathering individuals greet one another by bowing. Not following this rule is considered rude in Japanese culture, thus whenever cash is exchanged at a business it is placed onto a small tray. Our company needs to understand the way they communicate. In order to be successful we need to train employees CONFIDENTIAL
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how to communicate or a business deal will fail. Communication with customers is of great importance, because no business is successful without repeat customers, and good reputation. Japan’s Gender Roles The Japanese have traditional gender roles, similar to those of the U.S., thus, roles don’t affect business a great deal. “Men are the breadwinners, and women are homemakers. However, child-care is regarded as the mother’s responsibility, thus full-time working wives are also responsible for housekeeping and childcare” (Sugihara and Katsurada, 2000). In order to reach the right demographic certain specialty items need to be advertised correctly. For example, items used for childcare and homemaking need to be geared towards the mom. Importance of Color The use of color in the market place cannot be overlooked. In Japan color is crucial to the success of a product, advertisement or proposal. Color is used to express emotion and symbolizes different things in different cultures. In Japan, red represents a state of being; yellow is used to show courage; green is for the future or positive energy; pink means dedication, and black symbolizes age, experience or nobility. However, the combination of two colors may change the meaning all together. For example, red and white combined represent a celebration. “In Japan great weight is attached to seasons.” (Hall, 2000, p.41) Thus, a great marketing technique would be to change the color of web pages, flyers and other print to match the season. Furthermore, the use of colors on billboards and store signage is of importance. “Garish signage that is visible and eye catching from a distance is becoming the norm” (Hall, 2000, p.41). Not only is color important in advertisement, but product packaging can also be a factor in the success of the product in Japan. Therefore, our company needs to pay close attention to our color choices, and tailor our sales campaign to the color scheme that will be appropriate to the season of the Japanese culture. Advertising in Japan Japan has the world’s second largest advertising market due to its 127 million people. “Japan is the world’s second largest advertising market, only second to the United States” (Gohil, 2006). In addition, Japan uses advertising beyond the mass media. “Japan’s advertising industry uses all forms of mass-media advertising…In addition, Japan boast a variety of other media-such as transit, cinema, postcards, even the outside of aircraft” (Mooney, 2000). Foreign companies have difficulties when advertising their products and services in Japan, because Japanese advertising is different than the traditional sense. “Japanese television advertising is dominated by 15–second spots; therefore long narrative stories are not used. In addition, many times the commercials will leave the viewer hanging on the punch-line” (Gohil, 2006). Basically, the Japanese rely on the presentation over message. Since advertising is so different than west and most fail, the logical choice would be to use a local advertising firm. Sales Structure Recommendations Our sales force should focus on capturing the audience’s attention with an entertaining appealing ad that does not focus completely on the message. It should appeal more to their curiosity where they will want to seek out our company’s product rather that needing us to court them more than is
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