New product development usually takes into consideration the definition of the product in line with the identification of the market needs. The market needs create an avenue for the company to succeed by satisfying them as the clients desire ( Chang & Taylor, 2016) . The target market is identified to provide information on what the company will need to implement to succeed. The market entry strategy used depends on the characteristics of the target market.
Product Definition
The product is a canvas chair that has two functions. It can be used as a chair as well as a bed. This gives the company an opportunity to sell the chair to the military and the tourism industry. The folding characteristics make the chair ideal for soldiers to use. Sin it is light, it is ideal for camping in those parts of the world that have the highest number of tourists. The use as a bed comes from the convertible qualities of the chair. On the sustainability of needs in the society, the chairs will be developed using sustainable methods that have a reduced impact on the environment ( Chang & Taylor, 2016) .
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The product’s target market will be countries with large military personnel and are ranked as high as tourist destinations such as the US, France, China, Japan, Morocco, and Egypt. These nations have some of the highest numbers of tourists in the world, and hence camping is one of the most common activities among the tourists.
Market Entry Strategies
From the onset, the company will make use of direct exporting as the market entry strategy in those nations that have the same business environment as the host nation. The direct exporting strategy is ideal when the company is dealing with large orders for different military organizations. The assumption is that it will be more economical and efficient to produce the chairs in the original company and transport them based on demand by the consumers. However, based on the outcomes and returns attained by the company in the first year, a determination will be made on whether to open up production units in other countries.
Since the company is developing the same product for all the markets, it will use undifferentiated marketing. There is one marketing mix for the whole market. The company can decide to make use of social media and partner with some of the large e-marketing giants to sell its products online across the globe ( Oztaysi, Gurbuz, Albayrak, & Kahraman, 2016) . The view is that the market is one big market and that there are no specific segments. The assumption is that all the consumers have similar needs and hence all their needs can be met with a single marketing mix.
Countries that have a different culture, language, business environment, and needs will require different entry methods. For instance, China and Morocco will require partnerships between the company and a partner in these nations ( Baker, Grinstein, & Harmancioglu, 2015) . This is because the consumers are programmed only to buy products that are produced by their companies. However, the collaboration should start with a simple co-marketing arrangement before it can be moved to a more sophisticated alliance. Research shows that collaboration is essential when it comes to countries in Asia due to the rigid business environment.
Barriers to Entry
One of the barriers to entry in some countries will be the tariffs on important goods. Some of these tariffs make it hard for companies to export to some countries due to taxation ( Baker, Grinstein, & Harmancioglu, 2015) . Consequently, there are also important license requirements that have to be met in different countries. Some countries have restricted or prohibited imports that a company has to avoid. Some countries are ranked low on the ease of doing business ( Ryan, 2016) . Complying with some of the local regulations to countries such as China is a challenge for international companies. Research shows that international companies in China complain about the administrative procedures on registration and licensing in the country ( Baker, Grinstein, & Harmancioglu, 2015) .
Another barrier to entry in countries such as China is the government policies that limit market access for some of the imported goods ( Baker, Grinstein, & Harmancioglu, 2015) . Some governments provide support and reduced regulations to local industries, which mainly benefits some of the state-owned industries. The issue of government regulations is a challenge that affects not only China but also other countries as well.
Ensuring Success
The company needs to implement some marketing strategies that would put it on a path towards success. The marketing strategies used in a market should be in line with the business environment ( Ryan, 2016) . For instance, the company should only make use of social media platforms that are popular in a specific country to ensure it reaches a large number of people. The e-marketing strategy used by the company should be coupled with the selling of the chair on some of the large e-commerce sites such as Alibaba.
Conclusion
Targeting a market requires a market analysis to determine the best strategy to use in entering the market. The use of a direct exporting strategy should be used for those nations that have the same business environment like the US. The rigid ones such as Japan and China require the use of a partnership strategy that should start with co-marketing alliance before companies can benefit from strategic alliances. The chairs can be used for both military organizations and as a camping necessity.
References
Baker, W. E., Grinstein, A., & Harmancioglu, N. (2015). The Role of Entrepreneurial Orientation in Overcoming Known and Unknown Barriers to Entry in Foreign Markets. In Proceedings of the 2010 Academy of Marketing Science (AMS) Annual Conference (pp. 97-97). Springer, Cham.
Chang, W., & Taylor, S. A. (2016). The effectiveness of customer participation in new product development: A meta-analysis. Journal of Marketing , 80 (1), 47-64.
Oztaysi, B., Gurbuz, T., Albayrak, E., & Kahraman, C. (2016). Target Marketing Strategy Determination for Shopping Malls Using Fuzzy ANP. Journal of Multiple-Valued Logic & Soft Computing , 27 .
Ryan, D. (2016). Understanding digital marketing: marketing strategies for engaging the digital generation . Kogan Page Publishers.
