Business Case -- Nordstrom the Research Proposal

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This means that the staff at Nordstrom's marketing department needs to implement a continuous process of learning in order to be able to integrate the new technologies within their endeavors.

Considering that Nordstrom has decided to enter the Mexican market, they need a strong promotional campaign. A first element of this campaign would be that of advertising the company in itself. This would have the benefit of creating a favorable public perception, with the ultimate benefit that the population, the consumers and the community would welcome the retailer. In order to achieve this desiderate, the company officials, including CEO Blake Nordstrom, should offer interviews and feature in television programs, radio programs and magazines and journals, both general as well as business specific. The information sent by the officials would revolve around the benefits of having a Nordstrom store in their community, such as the creation of more jobs or the increase in the local budgets through the taxes paid by the organization.

Once a demand for the company has been created, it is necessary to create a demand for the products. This would be achieved through the traditional advertisements, but would also be completed with efforts to promote the product online.

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The company would create a personalized website for its Mexican store and would also place online advertisements on the most popular Mexican websites. It is important for the promotional campaign to be simultaneously aired on multiple media channels, such as television, radio, street banners, fliers, journals and magazines or the internet.

The distribution channel to be used in order to reach the Mexican consumers will be the direct one, in which the store does not use intermediaries, but distributes the products directly to end consumers through its retail facilities. Products would undergo logistics operations to be brought into the Mexican store, from where they would be directly picked up by consumers.

There is also the possibility for Nordstrom to promote online sales operations, through their personalized Mexican website. Despite the general perception that Mexico is insufficiently developed from a technological standpoint, it has to be mentioned that it is in fact the 16th (out of 266) largest country in terms of internet users, with an estimated number of 23.26 (Central Intelligence Agency, 2009). For the time being however, it could be considered as a complementary distribution channel......

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