Business Communication : Introducing Kratz Assessment Answer

Subject: Event Coverage

This letter purposes to formally invite you to this once-in-a-lifetime event in our company grounds, an event that is scheduled to showcase the launch of the event geared towards introducing Kratz Company as the premier division in Singapore. This eventful launch is set to take place at our company grounds in Singapore.

The purpose of this event is to showcase the company as a major player in the production and manufacture of smartphones in the country. Besides that, the event should portray the company as a leading manufacturer of smartphone accessories and other exciting features such as Klipsh earphones that have been modified to produce extraordinary experiences amongst listeners. As a matter of fact, Kratz ensures that all the smartphones in its name come with inbuilt Music software that is specifically designed to provide a world-class customer experience. This is something that the mainstream media should be able to capture and be able to portray the image of the company in good light.

One thing that should come out clearly is the fact that Kratz Company is a Singapore multinational organization that prides itself in the design, development, and manufacture of first class smartphones, their accessories, as well as online services. Some of the products that the company has in its name include smartphones that cater to the needs of all and sundry, taking care of the needs of people of all cadre of life. In essence, these phones bear in mind that different people have different financial muscles and as such, cater for the have and have-nots alike, depending on the size of their pockets.

This event will feature some very influential personalities in the company such as Kratz Chairman together with the company CEO Mr. Jerry Williamson. Among other distinguished personalities include the Chairman of Infocomm Development Authority of Singapore, also known as IDA, who will be the chief guest. This event will also feature some of the celebrated artists in the name of Katy Perry, Kratz global ambassador plus the local bands like Gentle Bones and The Sam Willows. As a company, we have several competitive advantages that pit the company well above others and exclusive in the industry. The company also has High Fidelity as a brand that makes it stand out well above the rest.

News releases on a smartphone launch for new business entrants

The year 2016 is a year of success as we are set to reap big in the industry in the wake of the grand launch of our product, mobile smartphones. We have partnered with SingTel, another Singapore based company with a heavy presence globally cutting across mobile services and smartphone production such as iPhone 7 among other sophisticated and classic smartphones.  The mobile congress might have come and gone, but then, there remains to be plenty of excitement in this year known for innovations that include the many flagships as well as the reinvention of some of the best products in the mobile phone industry.

Known for its ingenious display in the design and manufacture of smartphones, Kratz Smartphone Company is the world’s largest producer and manufacturer of Smartphones and boasts of the largest trade show of the year when it comes to mobile phones. It is in this spirit that the company has seen some of the biggest launch of handsets over the recent past and as such, 2016 is no exception (Scott, 2015).

The show started off with a bang, with a huge offering of the day which included Samsung and LG smartphones.

The Synrgic is finally coming back to the Singapore market. After the second generation that bypassed the first generation, the Synrgic smartphone is back with a Bang! This is evident as revealed by the latest leaks and by that, we should be able to discover just as much in a few hours’ time as Kratz is set to announce the new Synrgic this afternoon.

Of course, you could be wondering what happened to the previous version of the Synrgic smartphone, “what happened to the other one?” well, it is quite apparent that the company saw it fair to suit the ever changing dynamics of human technological needs. This is also as a requirement to comply with the demands of technological advancement (Schulzrinne, & Wedlund, 2000). This is a step that marks the beginning of a new era in the company, which only makes perfect sense as to why people should think about it.

Being that Singapore boasts of a world class range of electronics that is characterized by innovation and technocrats of divergence, the hub provides a flair of savvy technology, that is full of enthusiastic and promising solution providers that have enabled the country to push through its innovation agendum to the highest reasonable level (Ricks Jr, 2005). To date, Singapore holds an account for close to 10 wafer starts in the entire world. It is also worth noting that close to 40 % of the total hard discs manufactured by various companies all over the world comes from Singapore.  

As a matter of fact, electronics serve as the primary backbone of the country in so far as economic growth is concerned. Electronics contribute about 29 % of the manufactured products. In the year 2013 alone, the total money secured from the sale of manufactured smartphones amounted to a tune of $11.9 billion. In the following year, this translated into a 14% increment bringing about a massive investment in the country(Muzellec, & Lambkin, 2006). Essentially, these are some of the very imperative considerations that must be captured by the mainstream media in a bid to communicate to the whole world, the majority of whom form the clientele base of the manufactured smartphones from Singapore.

As for the new model, reports have it that the features are both striking and sterling. The same reports have it that the smartphone will have an iris scanner plus fingerprint reader that is built on the rear side of the phone. It is also said that the phone will have proper waterproofing features that protect it from damages by water (Johnson, Christensen, & Kagermann, 2008). It is also expected to have the latest hardware that includes 5.8 inches, 2560 by 1440 super AMOLED display. The storage capacity is also set to be up to 64GB.

With the ever changing business landscape, many strategic planners have come up with many ideas and values that could see them cut on costs as they look for newer markets, be it domestic or abroad. Some of these new markets abroad could be in China, Mexico, Malaysia, and India. Being that Kratz is hoping to establish its presence in a new market and be able to adequately brace for a stiff competition with the already established rival in the same niche, it calls for a lot of marketing deliberations (Jones & Murphy, 2002). It is no doubt that companies that have already stamped their authority in a given market pose a considerable advantage over the new entrants.

It is documented that the pioneers having a distinct presence in the market ought to have a better bargain to react to it or at best, anticipate the potential entrants and put in place the barriers that will hamper their entry (Lee, & Hobday, M. 2003). This is a fact that Kratz has considered and implemented some of the workable and achievable goals and objectives towards staging a possible ripple effect. Some of the strategies include a reduction in the price of similar products, improving the products quality and services, targeting new markets within a different geographic setting for the same products, development of new channels that are meant for the access and distribution of the existing products.

Opening remarks by the company CEO

Ladies and gentlemen, I at this moment take this rare chance to present to you all, our upcoming launch for the Kratz Smartphone exhibition which is meant to rock the world of technology with its striking scientific and technological inventions.

Esteemed guests, many of you are quite aware that we have been working round the clock in the past so as to be able to reach where we have reached today and also be in a position to move forward with such exciting new ventures that we continue to engage ourselves to (Lafley, 2009). I will be giving a brief profile history of the company and during this period, I will be walking you through the projections of the company over the next six months and as such, will be projecting to reach our set targets of boosting our sales and achieving 90 % of the expected sales volume (Motion, Leitch, & Brodie, 2003).

As a matter of fact, we are all aware of the current economic difficulties that we face as a country and as such, need to have a concise, creative and viable methods of sales and marketing so as to be able to go through the ripples (Muzellec, & Lambkin, 2006). As a company, the tough times should be a wake-up call for everyone to be tougher and should not let the prevailing circumstances serve as deterrent factors when it comes to realizing the objectives of the company. Rather, these pitfalls should be used as the springboards for the realization of strength to overcome them.

Companies are made and created in the spirit of profit and growth. As a committed lot, we are often driven by the passion for delivering quality products and services to our esteemed clientele base. Consequently, it has become a matter of priority that customer feedback is highly regarded and observed Brown, Kozinets, & Sherry, 2003). It is in this spirit that our technical team burns the midnight oil to see to it that Kratz achieves all the set objectives within the set time frame and quality. Throughout this interaction, I wish to ask everyone to feel free, be able to ask questions where possible, and in the case of any observations or even suggestions that can help the company steer towards success are highly welcome. It is always said that we are stronger together. It is therefore in the same spirit that I call upon your most valuable suggestions and inputs that will see to it that the best comes out of this company in a bid to realize the dispensation as outlined both by the corporation and the country as a whole (Burger, Van, & Spitzer, A. (2005). On that note, I will request you to be free and ask me any pressing concerns or rather do so in private should you find that option most preferred. I really appreciate your positive contributions in advance. 

We have come to a time when we have made tremendous steps and are now launching a new idea/brand which we hope will be able to command and capture a new audience with its flair. Much as there will be immense pressure on our finances this quarter, our accounting managers have put in place measures to help survive the turbulence (Frearson, et al., 2010). According to them, this turbulence will quickly be overcome by way of initiating a swift success in the long run. On this note, we will be requesting each and every stakeholder to budget wisely. The other factor that will be heavily looked into is the monitoring of the expenditure of the company (Egeblad & Werb, 2002). These are some of the very critical considerations that I feel should help arrest any possible pitfalls and put everything behind us.

Distinguished ladies and gentlemen that is all I had in store for you from my end. I will, therefore, pass on the floor to the marketing manager will then outline some of our strategies that when deployed, will help in taking the company to a lot different level (Dayan & Katz, 1994). Once he is done, all and sundry will have the fundamental ideas of what is going on in the company and all that will take shape in the course of the grand launch.

Insights into the references

I chose the following list of references because they provided just exactly what was needed in this project. For example, the sources were able to give insights into typical remarks of a company CEO in the launch of a new brand or idea, they were able to shed light into the major news release and standard invitation letter. I found the references very useful and with them, the project was a success. These sources were also paramount in the sense that they simplified the work and made every step a success. Without them, the work could have not seen the light of day with such ease.

References

Brown, S., Kozinets, R. V., & Sherry Jr, J. F. (2003). Teaching old brands new tricks: Retro branding and the revival of brand meaning. Journal of Marketing, 67(3), 19-33.

Burger, E., Van Dyke, J., & Spitzer, A. (2005). Basic network media services with SIP (No. RFC 4240).

Dayan, D., & Katz, E. (1994). Media events. Harvard University Press.

Egeblad, M., & Werb, Z. (2002). New functions for the matrix metalloproteinases in cancer progression. Nature Reviews Cancer, 2(3), 161-174.

Frearson, J. A., Brand, S., McElroy, S. P., Cleghorne, L. A., Smid, O., Stojanovski, L., & Hallyburton, I. (2010). N-myristoyltransferase inhibitors as new leads to treat sleeping sickness. Nature, 464(7289), 728-732.

Johnson, M. W., Christensen, C. M., & Kagermann, H. (2008). Reinventing your business model. Harvard business review, 86(12), 57-68.

Jones, R., & Murphy, D. (2002). Retail Therapy: Making Strategic Relationships Work. Palgrave Macmillan.

Lee, Y. I., & Hobday, M. (2003). Korea's new globalization strategy: can Korea become a business hub in Northeast Asia? Management Decision, 41(5), 498-510.

Lafley, A. G. (2009). What only the CEO can do. Harvard Business Review, 87(5), 54-62.

Motion, J., Leitch, S., & Brodie, R. J. (2003). Equity in corporate co-branding: The case of Adidas and the All Blacks. European Journal of Marketing, 37(7/8), 1080-1094.

Muzellec, L., & Lambkin, M. (2006). Corporate rebranding: destroying, transferring or creating brand equity? European Journal of Marketing, 40(7/8), 803-824.

Ricks Jr, J. M. (2005). An assessment of strategic corporate philanthropy on perceptions of brand equity variables. Journal of Consumer Marketing, 22(3), 121-134.

Schulzrinne, H., & Wedlund, E. (2000). Application-layer mobility using SIP. Mobile Computing and Communications Review, 4(3), 47-57.

Scott, D. M. (2015). The new rules of marketing and PR: How to use social media, online video, mobile applications, blogs, news releases, and viral marketing to reach buyers directly. John Wiley & Sons.

Wimmer, R. D., & Dominick, J. R. (2013). Mass media research. Cengage learning.

Yorkston, E., & Menon, G. (2004). A sound idea: Phonetic effects of brand names on consumer judgments. Journal of Consumer Research, 31(1), 43-51.