Due to the advancements in technology in recent years, consumers are exposed to a wide
variety of unique products and offerings; an opportunity many organizations and entrepreneurs
are making use of. One of those unique products is the DJI drone, and it is our goal and mission
to introduce and sell this product and its benefits to the Lebanese public, as the first official
retailer in the country, through effective implementation of our marketing strategy. The
purpose of this report is to devise a thorough marketing plan allowing us to focus on key areas
that will have an impact on our performance. The outside in approach was used when
constructing the plan: viewing the current existing situation in Lebanon externally by studying
the implications of certain macroeconomic forces and performing a competitor analysis as well
as selecting the target market. With that information, we have the fundamental tools to plan
further and focus on building the overall marketing strategy, which will help to put this plan
into action. We are on a fixed budget and we have taken that into account outlining all major
expenditures in the first year ensuring that it is definitely feasible to fund the project. Given the
fact that our target market is highly aware and interested in our offerings, there is a demand
and need that will finally be satisfied. We believe that the performance of the business will
surpass all expectations and provide superior value to our customers making this a very
appealing and realistic venture to pursue.
Innovation, sophistication, and creation. This is the world we live in today; technology is
rapidly growing, developing and controlling our lives; whether, implicitly or explicitly. With
a currently unstable economy, comes a similarly unstable market. Which makes it harder for
firms to market, compete, and sell their products or offer their services. Especially, that people
in recent societies are currently more aware of what is going on in the market around them;
whether talking about technology or any innovations that might either improve or worsen their
lives. Mainly, they focus at “why would I want to buy this product?” and measure the pros and
cons of that certain product, because nowadays the well-being of our societies comes first, so
anything that interferes or disrupts that course would be mainly unwanted or even banned (For
ex: banning Kinder surprise in the US and banning buckeyballs magnet), in addition to the
increase in NGOs calling for preserving the earth's health and our health. These people target
issues like pollution, global warming, disease control and many more. After assessing the
market we are present in, we would like to say that for a product to succeed it has to be a good
idea that will stand out among the other similar products in the market, eventually by offering
The question is what else can we add into technology? What else can we do with the technology
we have? What further dimensions can we achieve? What further records can we break? Well,
DJI a Chinese Drone Technology Company founded in 2006 by Frank Wang, manufactures
commercial and entertaining unmanned aerial vehicles for aerial photography and videography
and several other purposes. DJI, manufactures a wide variety of products in order to target vast
segments of society. Why DJI? Well, were you ever able to fly an RC aerial vehicle above the
clouds and safely land again, were you ever able to fly your RC helicopter or quadcopter out
of your line of sight and not fear for the worst, was is it easy to take crystal clear images and
ultra HD videos at heights reached by real life helicopters and high speeds. DJI, offers a wide
variety of its Aerial products that solve all these issues and also encourages people to buy it
because it offers fascinating features at affordable prices.
There are many factors that play a role when having the intention of purchasing a DJI drone,
such as income levels, saving levels and consumer confidence. Here in Lebanon, the income
levels are relatively low in comparison to other countries and the majority of people save
money for future use. Therefore, we are offering a variety of DJI drones with different pricing
levels so customers of different income can purchase our products.
Introducing a DJI store in Lebanon will make it very convenient for consumers to buy drones
for whatever purpose they desire. This might be a concern for many people around the country
as Lebanon has experienced numerous terror attacks and violent events in the past. For this
reason, members of the Lebanese public will be fearful of people using these drones for the
wrong reasons. This is a natural response that we intend to handle with effective personal
communication and applying certain rules and regulations when it comes to purchase, which
will be discussed later in the report.
One of the most fundamental and prevalent beliefs in Lebanon is that of marriage and the
importance religious institutes, leaders, and parents place on it. This is a very valuable core
belief that impacts the performance of DJI in Lebanon. With every wedding the couple will
want the event filmed and DJIs do that exceptionally well. Another important note to point out
is the growing influence western society has on the younger generations, the millennials. For
this reason, millennials are shifting their beliefs from the norm and adopting more adventurous
and independent approaches to experiencing life. This cultural shift fits in perfectly with DJI's
values and brand personality.
In this part of our marketing plan, we will be discussing the political forces that may affect the
marketing process of our product whether in a direct or indirect manner. The political forces
that will interfere with our business are stated as political stability, Lebanese governmental
policies, trade agreements and the taxation arrangements (Lebanese customs). Starting with
political stability, political stability is the constant integrity and durability of the current
Lebanese ruling system. With an empty presidential seat, an increasing number of Syrian
refugees resulting from the war in Syria, and the constant tension with Israel; we can easily say
that instability is on the rise. All these forces stand in the way of our business. As a result, this
causes increase in corruption leading to ineffective governments. As shown below, the control
of corruption is decreasing as time passing; consequently, meaning that corruption is on the
rise (World Bank Group 2015).
After analyzing and explaining the degree of political stability in Lebanon, it is crucial to see
how it would affect our product. Our business depends on selling Aerial Unmanned Drones for
Photography, videography, and several other functions. So taking into consideration the current
state Lebanon is at, people or other organizations wouldn’t buy it as it is not a crucial element
of their daily lives or in fact might be a source of fear and terrorism to some people, which in
turn would cause the demand for our products to decrease. However, in order to balance out
the degree of skepticism people have towards drones. We could use them for many helpful
purposes meaning that, drones could be used for military use, which would serve in preserving
the safety of Lebanon’s skies, people can use it for personal surveillance, and film
makers/directors can use our drone to aerially film their movie at extremely low costs rather
than renting a helicopter which would gulp a lot of their budget, far from these examples the
Lebanese Ministry of Tourism rented a DJI drone in order to film the Lebanese beach, our
horizon, our mountains, and many more sceneries. Second is Lebanese governmental policies,
at first the Lebanese government didn’t set any policy towards drones; however, things
eventually changed. Once they were used by a terrorist group in the Bekaa and eventually shot
down, and an unknown individual from Tripoli once bought 20 drones, but the owner of the
shop recognized that there was something somehow fishy about the idea and called the police,
eventually he was arrested and charged for terrorism. Following to these incidents the Lebanese
Army had to take action. According to the daily star, upon entry of these drones to the country,
programmers in the Lebanese army re-program the drone in order to limit the maximum
altitude it could reach and control how far away it could travel. Last but not least is the trade
agreements and the taxation arrangements. Well, Lebanon is known for its relatively high
taxation on imported goods on the borders or at the port. Speaking of taxation, the Lebanese
customs will charge any solid technological import 500,000lbp per 50kgs. Finally, till now no
trade agreements have been made towards drone trading in Lebanon (Lebanese Customs 2015).
It is crucial to analyze the competitors our business would face throughout its expansion in the
Lebanese market. After thorough research, we can conclude that DJI has little or no
competition in the market; however, a lot of competition exists in other Middle Eastern
countries. Nevertheless, the Lebanese community might find other substitutes like the Chinese
quadcopter drones that are being sold for a maximum price of 50$, but they aren’t comparable
to DJI quadcopter drones whether speaking of stability, efficiency, automation, and
photography. Although the cheapest DJI quadcopter drone is priced at 435$, but on the other
hand it offers a huge set of benefits and advantages with it; as in the user wouldn’t fear any
crash and poor filming or camera quality. In addition, it is important to emphasize the type of
market our drones would be in. Now, even though there are a few sellers of those Chinese
nondurable drones, but there isn’t any major seller for high quality drones. So we can conclude
that we are in a monopoly, since we are the only seller of DJI drones. According to our
experiences, the few negligible competitors that exist do not even adopt a proper marketing
method; however, they focus on the selling concept of marketing which is an inside-out vision.
Meaning that they produce what they want and try to enforce it in the Lebanese society by
adopting the doorstep method and massive sales person activity. This is a wrong approach in
marketing, like DJI; they should see what the society needs and tune their production into
satisfying the people’s needs. You may ask “what do people or organizations now demand
from drones?” Well, people want to use drones for surveillance meaning they need a good
camera, a durable long lasting battery, and an automated system allowing the drone to evade
obstacles automatically or safely land and take off on its own. DJI has the outside in view of
marketing and successfully targeted the demand of consumers in order to satisfy their demand.
In order to prove that DJI has a successful way of targeting the market, according to the daily
star DJI’s revenue in 2011 was only 4 million dollars, in 2015 DJI managed to become a $6
billion business and currently own 70% of the Drone market share.
Below is a comparison between DJI drone pictures and other drone pictures,
DJI OTHER DRONES
The DJI Product targets the upper middle class on the younger scale, who value having new
products. That are technologically advanced, to keep up to date with the newest trends. The
wants of these potential buyers can be classified as exploratory wants; to explore the
surrounding areas using an eagle eye camera that captures every single movement that happens
in order to save memories. Also it can be job related, for example the NFLuses the DJI drones
to live stream their matches. Public Organizations are also our major target, Ministries of
Agriculture in lots of countries all over the world are using a DJI drone specially equipped with
pesticides that would hover above the fields of different types of crops and efficiently spray 6-
7 acres of land in an hour much faster and efficient than worker. In addition to the ministry of
agriculture, another prospective customer is the Lebanese military, because our drones can be
tuned to adopt several combat accessories such as thermal optics to detect bombs and enemies
from miles away and also terrain mapping which gives a clear drawing of the grounds in a
combat this helps soldiers in unfamiliar land to navigate easily. However, these preferences of
the people might change, because as we already mentioned it targets the young people, and as
a result of their growth their tastes and preferences change. So to refocus their sight on the DJI
we can use extensive promotion campaigns that highlights the benefits of having such a user
friendly state of the art technology.
1. The business is going to be branch based, which will solve many issues like people
complaining from lack of communication with DJI as no one in Lebanon is an official dealer
of DJI, people could only order online, making consumers annoyed as they cannot visually
interact with people who understand this product. It also targets problems like repairs, well our
branch will be able to repair and maintain your drone; rather than sending it to the U.S for any
2. DJI drones could be in use for different tasks; therefore, targeting different market segments
whether targeting people from Generation Y/Millennials(Teens) or people from Generation X
(Parents) and targeting people for personal use, film directors(Aerial filming), Aerial
Photographers, wedding planners(Wedding films), civil engineers, The Lebanese Army, and
Lebanese Ministry of Tourism or Agriculture.
3. DJI drones stand out from all other drones in the Lebanese market and the world, offering
mind blowing features. When talking about DJI drones you talk about the speed, efficient and
durable battery, auto piloting system which offers safe flying and obstacle evasion, crystal clear
16 megapixel still images and extremely clear shiver free videos at 4K,1920HD, terrain
mapping, and thermal optics for the use of military combat. The following capabilities could
never be achieved by any drone in the market, hence making our product incomparable to
existing ones in the Lebanese Drone Market.
1. Since the idea of drones is new to the Lebanese society, people are unaware of these drones
and their abilities and lack information about them, which would cause a lack of interest in this
field of technology.
2. Due to the poor economy in Lebanon, people might not want to pay hundreds of dollars on
a drone, and buy a regular fake Chinese drone costing 50$(DJI replicas).
3. Other things that can limit our success are legal complications, further limitations on the
capabilities of the drone set by the government, and the limited cash budget available.
1. Our company will be the only official licensed DJI retailer in Lebanon creating trust and a
feeling of prestige in the market. It is always a competitive advantage to be the first to create
an idea or bring in a new product, just like Apple did with the IPod.
2. DJIs will be the ‘go to’ camera and device for many event planners across the country,
dominating the industry.
3. In addition, our products have the potential to be of great service in various fields such as
agriculture, construction monitoring, the Ministry of Tourism or even the Lebanese film
industry. Any organization looking to use high quality photography or videography for their
business goals will find great value in our offerings.
After careful analysis of the possible threats that we face when it comes to selling DJIs drones,
we have come up with the following:
1. Misuse of DJI drones , especially in Lebanon since we have many attacks most of which are
bomb attacks, we feel that they may fall at the wrong hands and become a possible threat to
the Lebanese people, which may lead to injuries ( minor or serious ) or possible death. This is
the biggest worry we are facing, if this occurs, we are very liable to get sued and in the worst
case scenario, ultimately shut down.
2. Due to advancements in technology these days, DJI makes excellent use of that and its
performance is second to none. However, traditional photographers and film crew used at
weddings and other events will begin to decrease their price and possibly spread bad word
about our products in order to compete, which may hinder our progress into introducing DJI
drones to our target audience.
“Creativity is at the heart of every dream. Every idea, every groundbreaking leap that changes
our world starts with the vision of talented creators. At DJI, we give these creators the tools
they need to bring their ideas to life.”
- Form agreements and contracts with credible event planners around the country, so that DJI
drones are present at every wedding, concert, ceremony, etc.
- No matter the occasion, when people look up at the sky, they will see a DJI drone casually
flying around. One year after opening, we predict that 75% of weddings in Lebanon will use a
- Sales goals in the first month: Minimum of $150,000 from in store purchases of drones, not
accounting for accessories, renting or package sales.
- Provide training for every customer upon purchase, whether personal or by CD.
- Delivery within 24 hours for every online purchase.
- Deal with complaints swiftly and repair damaged drones as soon as possible.
We intend on selling and distributing our products and services to the following target markets:
Event planners in Lebanon for weddings, concerts, and other events. There is great potential in
this market and concentrating our marketing efforts in this segment is essential.
The reason is that event planners are purchasing DJIs online and having them shipped in from
abroad; therefore, there is an awareness of the product and its benefits and there is an existing
demand. In a recent concert in Beirut, DJ Steve Aoki performed where a DJI was present to
capture some of the scenes. In addition, several wedding in Lebanon are incorporating the use
of DJIs due to the advantages it has over a manual filming crew. Besides concerts and
weddings, DJIs can be used in almost any event or ceremony from football matches to school
ceremonies, New Year celebrations and much more.
Professional and amateur photographers/filmmakers between the ages of 20 and 27. There is
no doubt that photographers and filmmakers will be interested in DJIs but when analyzing the
situation and determining what specific type of photographers/filmmakers in Lebanon will take
action to buy the product and thus serve as the most profitable market, it is definitely the early
adopters. The young ones who are passionate about their work, willing to take risks and try out
new ideas that can enhance their experience, are the ones that will take initiative and serve as
potential customers in the early stages of our opening. After the first couple of months, we
expect other experienced professionals in the field to join in with the early adopters.
Other potential target markets include: Ministry of Tourism in Lebanon, Agriculture, and
construction companies to monitor progress of infrastructure and other public organizations.
Deciding whether to act on one of these target markets will depend on our performance in the
first few years.
POSITIONING AND DIFFERENTIATION
Now that we have decided who to serve, it is necessary to understand how we will serve those
target markets. Since they are different markets, they require different marketing strategies to
appeal to their unique needs and values. Our marketing strategy revolves around 2 basic
principles: positioning and differentiation. This allows us to forms our Value Proposition which
serves as the foundation for the next step and that is the implementation of the marketing
strategy through the 4Ps.
When deciding on a strategy for introducing and developing DJI in Lebanon, we noted the
following possible competitive advantages:
- High quality and performance (clear pictures/videos, stable motion, features and abilities)
- Ease of use
- Multi Purpose
- Speedy delivery and after sale service (training, filming and repair)
- Durability and ruggedness
We selected 1-2 main competitive advantage for each target market allowing us to build a
unique and specific value proposition that is both appealing and memorable to our target
Event Planners: Performance and after sale service. Demonstrating the quality and scope of the
camera, height and distance the DJI can cover and the incredible stability of the drone are all
benefits that very few other drones on the market can provide. Once purchased, we offer free
training and explain exactly how to use the drone. If purchased online away from Beirut we
promise quick delivery within a maximum of 24 hours and training by DJI employee upon
arrival or the option of having the employee use the drone to film the event (one of the packages
to be discussed in the Price section)
Photographers/Filmmakers: Ease of use, multi-purpose and price. Nobody wants to buy a drone
only to spend hours trying to figure out how to use it. With the DJI that is far from the case.
(Put real life example of ease of use) The price is a possible advantage when comparing it to
other professional cameras which can be quite expensive.
We have opted for a ‘more for more’ positioning strategy. The relatively high selling price is
backed up by high performance, top quality salespeople and trainers, reliable and quick after
sales services allowing our customers to capture their memories and experience the beauties of
the world in the most unique ways possible.
Unique Selling Propositions (USP):
“To event planners, our DJI products are state of the art manually controlled drones that take
photography and filming to the next level with a high quality camera and a powerful drone at
your disposal, you will be amazed with the difference in performance and results. In addition,
we value customer service and will provide you with quick delivery and all the training and
knowledge you need to be a master flyer, capturing the moment like never before”
“To passionate and adventurous photographers and filmmakers, our DJI products are what you
have been waiting for. They are state of the art manually controlled drones, with the ability to
take wonderful high quality pictures or videos and with our help and training, they are very
simple to use, and great for a variety of purposes from filming movie scenes to capturing the
beauty of nature from distances only dreamed of. Take your experience to the next level”
MARKETING MIX STRATEGY
This Business should emphasize on generating a high level of customer-perceived value
through a well-thought and organized market offering. When observing this business, we can
find that it offers a wide range of products that can be marketed to a variety of target audiences
from the upper-middle class, to the NFL which live streams its matches, to movies makers
through the industrial drone which gives best professional aerial photography, another drone is
the inspire which from its name you can deduce that inspires great camera and aerial
performance. Visualizing what the product is all about gives an insight on what are the
important aspects to integrate in the product strategy; which are design (the dynamics and the
performance), branding, and product support service.
Regarding the product design, the DJI company keeps on updating its products with the latest
technologies and perfecting its old models with newer more attractive ones for example take
one of the DJI drones the Phantom series 3 was released January 5, 2016, then they modified
its specs and released a Phantom series 4 on March 5, 2016. With every different type of drone
this company introduces, it expands its target audience that’s why it has the different models
to give different customers the perceived value that they deserve. After all the most appealing
trait in any product is its design and performance that is why the DJI drones are the easiest
flying objects that any individual can use with the utmost confidence that it would not get
destroyed, because of the lack of experience in fly quadcopters.
Branding is very essential in this type of business, because you are entering a new market and
thus you have to brand it in a way that it attracts the people you are targeting. Therefore, in
branding such a product an emphasis should be made on its quality, and that would help attract
a bigger number of people that could be interested in buying a drone. Furthermore, when
branding a product in this cast the DJI drones they should be positioned in the minds of the
buyers as mentioned earlier as desirable designs with the power to perform up to the level that
exceeds the buyer's expectation in order to capture value on return. That is why the company
is going to emphasize on delivering this brand message to the client in order to construct a
strong brand reference.
Concerning the product support services, they are very important in such businesses. These
services include the website that we will create for the Lebanese region, helping people solve
any problems they might face, and also get the information needed to deliver the drones the
buy in an organized and timely way. Furthermore, the website will help the clients in buying
the model that best fits her/his taste. Therefore, with all of these features that help make the
customers life a bit easier will also create more customer perceived value as they will notice
the company delivering a product with an outstanding overall marketing offering.
Even the cheapest of products can be expensive if we are not able to sell on its value. Effective
promotion is the key to communicating the value and benefits of a product to consumers.
Promoting DJIs is an important factor in the company’s success, since it is a relatively new
idea in Lebanon. Consequently, it is crucial to communicate with customers and try to make
them aware of this business’ activities and what the business is offering. The promotion mix
consists of public relations, advertising, sales promotion, and personal selling. The type of
budget that will be used is the affordable method, since it emphasizes on affording the
promotion that we are using. The promotion mix strategy that will be used in promoting the
drones is the pull strategy, since there aren’t strong channels to handle the marketing of such a
Advertising includes targeting a message towards the public. Therefore, we would be using
and informative type of advertising to inform the clients of the products they offer, and the goal
in mind is communicating customer value by introducing a line of new products. The
advertising message should spread awareness about the type of drones which the company is
offering with its various types that accommodates the needs and wants of different customers
from people who find it as a hobby of owning a drone to showcasing an important event. This
distinction in how the public is addressed will make the customers remember the products on
display in a unique way.
The next step would be choosing the advertising media. The planned percentage of coverage
of the targeted clientele will be 50% in the first 6 months of integrating the company in the
Lebanese market. An average occurrence of 3-5 times per week is favorable. The main media
channel would be the internet through social media and Arab e-commerce firms like Dubizzle.
The public relations strategy that would be implemented will be achieved by taking the product
line and introducing it in an exhibition that will promote the drones in an area with crowded
people and that would increase its publicity. Regarding the sales promotion tools, the company
would use price packs for example: the customer would buy a drone and pay for it in full but
will only pay 75% on the second drone he/she will buy.
Finally, the last tool in the promotion mix is the personal selling. Therefore, in this category a
salesperson will be use to attract the customers and persuade them to buy the product by
pointing out the benefits of getting a drone and how it would connect with the client, also the
salesperson would keep in touch with the buyer when he/she face any problem with the product
and help keep them satisfied. Moreover, word-of-mouth will influence other buyers to buy
drones by promoting, how the experience of buying and interacting with the company was a
Pricing plays an extremely important role when it comes to selling any product to a consumer.
It is worthy to note that each model has a different price based on features and benefits, and
prices may range from $400 to $5,999. We are going to sell these models and the prices
DJI phantom 2, price: $400.
DJI phantom 3 , price :$575
DJI phantom 3.4k , price : $675
Phantom 3 advanced , price : $999
Phantom 3 professional , price $1,100
Phantom 4 , price : $1.399
The newest models of DJI, The DJI Inspire 1.
- Inspire 1 V2.0, Price: $3,099 which only comes with a remote to control your drone.
- Inspire 1 V2.0 (all-inclusive package), Price: $3,499. Includes: Two quick release propellers,
battery heater in order to fly safely in cold temperatures, second remote control, monitor hood
to prevent sun from interfering with your perfect view and a spare intelligent flight battery to
capture more shots.
- Inspire 1 pro, Price: $ 4,499
- Inspire 1 pro (all-inclusive package), price: $4,899. Includes: Two quick release propellers,
battery heater in order to fly safely in cold temperatures, second remote control, monitor hood
to prevent sun from interfering with your perfect view and a spare intelligent flight battery to
capture more shots.
- Inspire 1 pro black edition. Price: $4,799
- Inspire 1 RAW (dual remote), Price: $5,999. The most expensive model that we are selling.
Place is a very important factor when opening any store, you need to choose a place where is
fair and an area which attracts your target audience. Therefore, we have chosen to base our
company in Downtown Beirut (for now), renting an area of around 75 m2.
We have chosen Drone Tech to be in Ramleh IL Bayda, because we feel that is an area
convenient for our target audience and very well respected. Hence, word of mouth will be
helpful to our business, people would be willing to drive a distance in order to come to our
company and purchase our products.
Our store will be around 75 m2. Our storage room will be 25 m2 consisting of 100 DJI’s. 30 of
which will be DJI Phantom 2 and phantom 3 as these models will be price convenient to our
customers, 10 DJI phantom 3.4k, 10 DJI phantom 3 advanced, 10 phantom 3 professional, 10
phantom 4, 5 DJI Inspire 1 V2.0, 5 DJI Inspire V2.0 (All-inclusive package), 5 DJI Inspire 1
pro, 5 DJI Inspire 1 pro (All-inclusive package), 5 Inspire 1 pro black edition and finally 5
Inspire 1 RAW. All our products will come directly from the factory producing DJI’s.
The 50 m2 will consist of a front desk, shelf stands to display our various models, couches for
convenience, room for maintenance and repairs, drawer for filing, a small area for customer
trial of DJI phantom 2 and DJI phantom 3.
ACTION PROGRAMS/ IMPLEMENTATION
Marketing implementation is transforming the company’s marketing plan into actions. It is just
as important as designing the marketing plan. After acquiring all the work permits to start
working in Lebanon, the implantation process will begin by renting a space so that the company
can set up shop preferably in downtown Beirut, then we will hire employees to manage the
shop, supplies, and sales. There should be a constant monitoring of the performance and all
inflowing and outflowing data, and to correct any errors that might occur. Before this, the
company should start finding suitable social media outlets that would be used for advertising,
like Facebook and Instagram as well as other means of promotion.
Finally, the business will begin its operations and customers will start visiting the DJI store and
purchase their desired drone. Furthermore, the company will monitor its marketing and
advertising efforts progress on a monthly basis, to check if any changes are needed. The
measures set for the company’s marketing plan will focus on operating customer-centered
controls like customer retention and ensuring that the marketing plan meets the pricing and
marketing objectives. The sales promotions and discounts should be updated frequently to keep
them circulating in the minds of the customers, which will make the DJI drones more appealing.
Cost Object Estimated Budget Percentage
Rent, Property, Utilities $140,000 %23.3
Work Permit and Related Taxes $6,700 %1.1
Employee Salaries $100,000 (Excluding Commission per Sale %16.6
DJI Drones on hand $108,000 %18
Advertisement & Promotion $100,000 %16.6
Cash on Hand $145,300 %24.2
Once the plan has been put into action, now begins the process of monitoring and controlling:
ensuring that the results and performance of the company are in line with its objectives. Key
areas to look into are sales, customer satisfaction, and return on marketing investment. We
have come accustomed to the term ‘Cash is King’ but we are aware that in the opening few
months we will be incurring a few losses. However, as a few months go by, consumers will
become more and more aware and convinced with our products and their value, sales begin to
steadily increase and by the end of the quarter we will compare that sales number to our
projected quarterly sales. If the outcome is way below what was expected, we will take a closer
look at our marketing strategy and take corrective action.
The success of the business is directly related to the level of customer satisfaction. How do we
measure that? One way is by sending them direct emails or phone calls (after scheduling a
time), asking them questions about the product and their experience and what can be improved.
Once we have that information, we enter it into the customer relationship database where we
keep a detailed record of the unique characteristics of our customers and can focus on
improving in the areas they mentioned. The level of employee satisfaction has an impact on
customers as well. If we find in our questionnaires that our salespeople are rude, unenthusiastic
and unhelpful, we know where the bottleneck is. Developing and maintaining great
relationships with our customers will lead to a positive word of mouth and that is the greatest
form of marketing.
Finally we will be concerned with the return on our marketing investment, especially in the
opening few months due to the high level of promotion and costs to be incurred. Were the
exhibitions, social media marketing, and other efforts effective? Were they responsible for
people walking in the store and making the purchase? Estimating the marketing ROI is no easy
task but one way to find out the effect of our promotion efforts is to ask current customers how
they found out about our products and what caused them to buy, through emails or even
personally as they purchase the product.
Monitoring the performance of the business relative to the objectives and constantly adapting
to important and relevant findings is a sure way to enhance customer relationships, boost sales,
and invest our marketing efforts in value added tasks that have the most significant impact on
consumer buying behavior.
1. Customs Guide)اللبنانية (الجمارك . (3102, August 5). Retrieved April 24, 2016, from
2. Worldwide Governance Indicators| World Databank. (2014, March 10). Retrieved
April 24, 2016, from
3. DJI, products and services. (2012, July 2). Retrieved April 24, 2016, from