Letter and Memo

Dear Mr. Martin, I hope this finds you well. I am the marketing director of Snyder Software Company. We have specialized in software and application development. We are the market leaders in providing application and utility software for Windows as well as Mac OS.

Specifically, I am writing to inform you of our new software which aids in offering translation services. It is one of the finest products that is likely to revolutionize communication among people of different cultural backgrounds. The software is called Xtranslator. It has already had a significant market penetration in our local market and the consumers are really happy to use it.

Because of your experience and ready market acceptance in your country Kenya, I am writing this to show our interest as Snyder Software Technologies to work with you. We hope to come up with a fruitful collaboration that will be beneficial to both of us. Specifically, we would like you to partner with us and be our main supplier of Xtranslator in your region as well as other software tools that may be needed in the market. Given that you will be the sole distributor of the software in your country as well as in the neighboring states, we are both likely to reap a lot of benefits from the sale of the product.

We understand the different cultural needs of your people. We are aware that most of the consumers over there need products at a cheap price, and they should be compliant with the privacy needs. I assure you that our software meets all these cultural expectations, and consumers are likely to enjoy it very much.

Memo

From: The Marketing Manager, Snyder Software Company
To: Anne Snyder- President of Snyder Software Company

This is in response to our marketing needs and the research that you requested me to conduct. I have done research and identified one software distributor in Kenya. I found that Twilight Technology Suppliers is the leading software distributor in Kenya and the entire Eastern Africa region. This makes the enterprise to be well-positioned to sell our software. In accomplishing this task, I have used a variety of resources as shown below.

Firstly, the online platform has been vital for this process. I used Google to identify some of the leading software suppliers in the African region. I got almost 20 dealers who are established to work across the area. I had to narrow my research to Kenya, which is a country described as an emerging economy in Eastern and Central Africa. This is a state that is currently having rapid changes in the way businesses are performed. Enterprises are shifting from the manual operation methods to the digital ones. As such, it has a vast software consumer base because organizations, as well as individuals, are in need of different software.

Twilight Technology Suppliers is the appropriate supplier for our Xtranslator. From the research I did, this company has a market capitalization of 2.4 million dollars (Moyer et al., 84). It is a publicly traded company as it is listed on the Nairobi Stock Exchange. The company has its headquarters in Nairobi, and it has 25 other outlets within Kenya and ten other sale points in the other East African states. Clearly, these are enough distribution channels that we should take advantage of as they will give us access to the vast African market.

As it is well-known that cultural practices affect the way in which businesses are run, I did further research on the cultural traditions of the Kenyan people, and those of East Africa at large. Firstly, I identified that Kenyan consumers are price sensitive (Njuguna, 15). This means that their decision to buy or not will be determined by their economic valuation of the product. Specifically, they want the best technology services at the least price possible. This implies that we will significantly sale our product at a low price to attract most of the consumers. Secondly, I managed to assess how the government controls business in the area. It was clear that the state does not impose a lot of tax on technology products. This is because of their widened policy of digitalizing most of the business processes. Moreover, these people are supportive for the foreign investments. The government facilitates international companies to settle in the region (Johnson et al., 26). This is advantageous for us because after the market penetration through Twilight Technology Suppliers; it is possible for us to come up with a research center in the region where we will attract and develop the local talents in technology.

Throughout this research, I made considerations as to how the people associated with foreign companies. I was interested in finding the priority issues when it comes to the use of the software. From this, I realized that privacy was the primary issue of concern among the people.

Twilight Technology Suppliers is a perfect company that will enhance our market penetration in this region.

References

Moyer, Joanne M., A. John Sinclair, and Alan P. Diduck. "Learning for sustainability among faith-based organizations in Kenya." Environmental management 54.2 (2014): 360-372.

Njuguna, Peter Mwaura. "Marketing Factors Affecting Consumerism among Urban Household Consumers in Nakuru County, Kenya." (2015).

Johnson, E., Gomez, E., & Steinberg, H. MARKETING CUSTOMER SERVICE, CULTURAL DIFFERENCES, & THE BIG 5 IN JAPAN, RUSSIA, KENYA, THE UNITED KINGDOM, AND THE UNITED STATES OF AMERICA. In Academy of Marketing Studies (2016, October). (p. 14).