GLOBAL SALES STRATEGY FOR OMEGA
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This research develops a global sales strategy for Omega, a producer of high technology medical diagnostic equipment and instruments. In the early 1990s, the trend is increasingly toward the development of international markets.1 Accordingly, it is incumbent on corporations such as Omega to acquire the knowledge, and develop the expertise that will permit them to develop effective marketing strategies for a variety of cultural environments.2 Successful corporations in the 1990s will not be able to survive in the international marketplace, if they continue to seek market expansion only to those countries where the so called cultural distance is short.3The Function of International Sales Management At Omega Sales management in industrial organizations such as Omega is similar in most respects to that in any other organization. The major differences are related to the technical character of the product manufactured by many industrial organizations.4 This characteristic is particularly applicable in the case of Omega. The effective management of technical industrial sales 1S. Blank, Multinational Corporations in Comparative Perspective, rev ed. (New York: The Conference Board, 1992), 3. 2P. J. Buckely, and M. Casson, The Future of Multinational Enterprise, 4th ed. (New York: Holmes & Meier Publishers, Inc., 1992), 43. 3T. Agmon, Multinational Marketing (Cambridge, Massachusetts: The MIT Press, 1988), 112.
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roperties approach to management of the organization, through the reorganization of sales forces within a framework which provides autonomy of action within an established framework of corporate values.
To successfully make such contributions as those indicated above, the international industrial sales force at Omega must be able to provide technical assistance to customers. The international industrial salesperson at Omega must be able to develop a sound knowledge of the product, and must establish a strong relationship with customers.
International Selling At Omega
Effective sales programs are as essential to the success of individual profit oriented organizations as they are to the economy and the individuals engaged in selling. The importance of the sales effort to both the general economy and to profit oriented enterprises is well accepted. Nevertheless, a general knowledge of the elements which are essential for a successful sales call is not widely possessed by sales managers at many high technology production corporations such as Omega.11
There is no single factor which, if addressed effectively, will insure the success of a sales effort, however, there are a variety of factors involved in the conduct of a succes
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Approximate Word count = 2647
Approximate Pages = 11 (250 words per page)
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