Ibs806 – Ross Roofing
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1.0 INTRODUCTIONWith the intention of reaching the consumers with aspiring western lifestyle in developing Nations, firms and companies grow out of their domestic frontiers to International. This cross-border business creates new markets and growth of the firm. Expanded business at International Level and branches in several countries other than home country has become a marker of every successful firm. (Cravino & Levchenko, 2017). Ross Roof is a leading manufacturer and supplier of innovative of stone-coated steel roofing tiles all around the world. Founded in 1942, Ross group has proven its worth by having its presence in Middle East, Africa, Japan, Asia, North America, South America, Europe and Oceania with complete roofing solutions. With its expertise in commercial roofing, Ross roofing supplies superior quality roofing products and render services of New Installation, maintenance and regular inspection of commercial and Institutional roofs. This report begins with an analyze of the current trends followed in international marketing and how it affects a firms marketing activity. Followed by this, the current exporting activity is analyzed. After this, how the firm copes up with the current market demands and how the marketing environment is intimated is discussed, followed by the conclusion the report comes to an end.2.0 Discussion2.1 Current Marketing TrendsIn the modern era, marketing undergoes constant changes, especially in terms of technology; using social media, automation and IT based export expansion. Firms now need to keep up with these challenges to effectively reach their customers and audience. With IT roadmaps firms can roll-out offices globally. By this way, information and data can be exchanged worldwide which can help much with export focused business (Forbes, 2018). Ross Roof, to address these and improve globalization strategy, has adopted a significant portfolio of Microsoft solutions. This technology-consulting method has helped Ross Roof to bring in an effective IT roadmap for their business.This association with Microsoft helps Ross Roof to implement an effective communication strategy with its staff all over the world. Staffs in Ross Roof can work in a competitive international market with the cloud computing from all four sides of the world. This IT implication improves updating and making avail stock exchange, price list and other information. Ross Roof has improved automation system too that reduce possible errors in a cost-effective way (Kinetics, 2016).2.2 EXPORTING ACTIVITYRRG is an innovative and dynamic roof products manufacturer based in Takanini, New Zealand. Ross Roof supplies superior quality roofing products all over the world with its branches present in almost all continents. With its trade mark, Ross roof has set foot prints in commercial and industrial roofing solution. The full package service ranging from installation to maintenance makes Ross roof outstanding. Over the last 3 years the firm has expanded its business in all four parts of the world and extending its factory New Zealand from 1500 square meters to 8000 and revenue $40 more million (Ross Group,Kinetics, 2016).
The RRG has been into roofing from over 4 decades. The stone-coated steel tile of RRG is far more effective that the traditional galvanized tiles. RRG has more attractive to eyes product with exceptional quality and durability. The products exported by RRG is very much suitable to the climate and environmental changes of every country and with superior New Zealand quality that attracts customers all over the world to choose RRG products. Over in 80 countries RRG has installed its roof products in different model names all assuring safety first. RRG has spent the last 4 decades in supplying architects, construction firms and homeowners with superior tiles. (Rossroofgroup, n.d). 2.3 ENVIRONMENTAL AND MARKET INFORMATIONIn the modern market system, there is an ever-increasing competition and products with vast range. Firms are on competition to come up with featured products. Commercial roofing products come up with features like fire and earthquake resistance. Ross roof has to compete with all these market challenges and the firm has proved it worth too. Marketing Environment consist all factors and forces that act together to help a firm to establish relationship and better serve the customers (Feedough, n. d). Modern buildings prefer safety first in countries where there is high risk of earthquakes, it is important to have light roofing system that avoid threat live of falling objects. Ross roof has come up to this level of protection; high quality metals panels that resist fire and withstand earthquakes, interlocking systems with higher security (trendideas. n.d)2.4 ECONOMIC AND CULTURAL DIFFERENCES AND ITS IMPACTRRG has extensive supply and presence all over the world. The approach of the firm towards each country and its affiliation in terms of economic and cultural difference is very special. RRG has products that suits to the climate and economic demands of each country. As a global supplier, the firm has to address different cultural and economic aspects to successfully address issues and reach out its customers. A thorough knowledge of the differences is key to the success of any firm, because economy and culture of customer influence much in the buying behavior of the consumers (Hunt, 2018). Economic challenges such as recession and reduced value rate in money exchange largely affect the business of the firm. RRG has to tolerate with some country while clinging on quality and visually pleasing in certain other countries. At times, the firm come across the challenge of low confidence from the part of consumers which result in not effective in influence their minds through advertisements. In certain other cases, some customers of selected countries cling on to their believe system of tradition that affects the firm to market its modern products. Consumers largely affected by prevailing cultural system and common trends of the economy (Hunt, 2018). In such cases, the company has to very well understand these factors and rise upto that level even not considering initial loss or lack of profit, but the concern should be to click in to the minds of those customers.