alexander j. parkyn english marketing work sample culture bridge marketing plan
TRANSCRIPT
[ ]Contains: Mission Statement, Target Market, Promotion, Services and Place
2015
Culture Bridge
Alexander J. Parkyn, C.E.O.
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Table of ContentsMission Statement 2Target Market 3Promotion 11Service 17Place 25
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Culture Bridge
Mission Statement
In a world of increasing Globalization, there is an unsettling outcry from businesses for assistance with handling the difficult sales and success of their product in foreign markets in
order to remain competitive.
Culture Bridge aims to provide breakthrough marketing and sales consultation to American companies interested in widening both their market horizons and their profits margins. This will be accomplished by offering two services; initial marketing consultation that is critical to enter a foreign market successfully, followed by training the employees of our
client company to eventually handle the newfound market on their own. Our sales and training staff will all have dedicated their entire lives to studies in their
particular culture and language in order to provide better cultural clarity around a sort of societal enigma that exists in foreign lands and thus allows international friendships to be
made. Our staff is complete with passionate, open-minded, bright individuals who will, within
ethical and moral standards of business and cultural exchange, do whatever it takes to make their client successful.
Culture Bridge: Widen your businesses horizons.
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Culture Bridge: Target Market
International Marketing Consultation: Germany, Austria and Switzerland(German Speaking Europe)
Alexander J. Parkyn
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MKT 350 Practice Assignment # 1Target MKT
Culture Bridge
Primary Target Market:
Geographic: Grand Rapids, Michigan
Demographic:- Culture: American
- SubCulture: Business Owners
- Nationality: American
- Gender: Male
- Age: 50-60
- Race: Caucasian
- Ethnicity: German, Austrian, Swiss
- Education: College Educated: M.B.A.
- Occupation: Business owner, C.E.O.
- Income: $100,000+
- Religion: Catholic
- Family Size: 4
- Hierarchy in the family: Head of Household
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Psychographics
Activities:- Vacation Experienced worldwide traveler - Social Events Cultural themed events - Entertainment Foreign films - Sports Soccer, Olympic sports- Club Membership Business Executives Board- Shopping Quality shopper - Work Strategic Planner and Leader
Interests:- Family Extremely family oriented- Home Well built, organized and clean- Job Very career driven- Fashion Business apparel - Recreation Golf - Community Actively donates to charity- Food Healthy, filling- Media Latest and greatest- Achievements Overachiever; academic, career
Opinions:- Themselves Holds self as distinguished individual- Social Issues Supports charity- Politics Extremely conservative- Business Dynamic part of their life- Economics Frugal spending - Education Values lifelong learning- Products Quality and durability- Future Planner, leaves nothing to question- Culture Hardworking, punctual, driven
Business culture, professional
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Behavioristic Information:
NeedsEconomic: New Foreign Product MarketFunctional: Increased Business Sales
Increased Business ProfitPsychological: Reassurance of Success in New Mkt. Social: Cultural Awareness in New Mkt.
Ease in transitionLanguage of New Mkt.
Benefits Sought: International Marketing Consultation In-company Intl. Sales Training
Thoughts: Positive, controlledNon-Technologically basedOpen minded
Rate of Use: Consistent Client
Purchase Relationship: Positive & ongoing
Brand Familiarity: Insistence
Type of Shopping: Specialty
Type of Problem Solving: Extensive
Information Required: High
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Primary Market’s Needs:
This client’s product/product line is a long-standing product/product line with an established reputation of quality and durability at a competitive price.
Thus they will not need entirely new Marketing Strategy but rather only acclimation to the foreign market in German-speaking Europe. They may opt for long term contracted sales work or corporate training. It is crucial that their product(s) be implemented properly as even their domestic reputation, from which they hold most of their consumers, can be affected by how well or poorly the product is received in an international marketplace.
However as this is a high risk endeavor they feel the need to hire a group of professionals to undertake the endeavor for them who better understand the culture, people, language and lifestyle.
Long-term Contracted International Sales Work International Corporate Sales Training
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Secondary Target Market:
Geographic: Grand Rapids, Michigan
Demographic:- Culture: American
- SubCulture: Engineering and Business College Students, Future Business Owner
- Nationality: American
- Gender: Male
- Age: 20-22
- Race: Caucasian
- Ethnicity: German, Swiss, Austrian
- Education: Currently in College; Pursuing Engineering Degree
- Occupation: Part Time Job
- Income: $10,000
- Religion: Catholic
- Family Size: 3
- Hierarchy in the family: Only Child
Psychographics
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Activities:- Work Awaiting future career- Hobbies Envisioning New Products- Social Events College Fraternity Parties- Vacation Domestic travel, if any- Entertainment Tech-savvy- Club Membership Student Academic Organization- Shopping Bargain oriented- Sports Very competitive; combat sports
Interests:- Family Very busy; stress on family life- Home Low-Budget Apartment- Job Service Oriented- Community Active volunteer- Recreation Stays as active as possible- Fashion Latest trends- Food Quick, easy to cook- Media Social Media (Facebook, Twitter, etc.) - Achievements Childhood born achievements
Opinions:- Themselves Cutting Edge of the Future of Society- Social Issues Dreamer- Politics Liberal/Left Leaning- Business Resists “Big Business” and Capitalism- Economics Lowest cost- Education “One thing no one can ever take way”- Products Trending, cheap, efficiency driven- Future Not entirely sure; general idea- Culture College life
Behavioristic Information:
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Needs: Larger than Domestic Product Market to Promote New Product
Benefits Sought: International Marketing
Thoughts: Positive, free spiritTechnologically basedOpen minded
Rate of Use: Light
Purchase Relationship: Intermittent
Brand Familiarity: Preference
Type of Shopping: Specialty
Type of Problem Solving: Extensive
Information Required: High
Secondary Market’s Needs: This client has recently developed their new product, plans on
selling it and not only needs a larger market than they have domestically and the knowledge to control it but also an entire Marketing Strategy built from the ground up. They may choose to not use the service as permanently as the established business owner as it will prove rather expensive for a startup company. Perhaps a special discount with a negotiated payment of percentage of sales would be more plausible than negotiated price.
New Product Marketing StrategyInternational Product Marketing
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Culture Bridge: Promotion
International Marketing Consultation: Germany, Austria and Switzerland (German Speaking Europe)
Alexander J. Parkyn
Benefits
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Ongoing Support,Cultural Clarity
& International Product Marketing
Slogan
Culture Bridge: Let us broaden your business horizons.
Newspaper AD
Grand Rapids Business Journal (weekly)
3X5 in. on front page, bottom right hand corner
6 Months (*4 Weekly Issues/Month=24 Exposures (Frequency))
AD Example:
Interested? Call us!1(800)CULTURE
Radio AD
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National Public Radio: “Marketplace” Program during Local Ads
Grand Rapids WVGR-FM 104.1 FM
MTuWThF @ 6:51AM
Grand Rapids WGVU-FMHD1 88.5FM
MTuWThF @ 12:22PM
1 Year (5 days/week*2 airings per day*52 weeks= 520 Exposures (Frequency))
AD Script:
Sometimes it’s hard to know the direction in which your business is headed. Let us show you the way
with our comprehensive International Marketing Services. We provide each of our clients with
ongoing support, cultural clarity and international product marketing. Culture Bridge: let us broaden
your horizons. Come visit our home at 10790 14 Mile NE in Rockford, Michigan or call our number
1-800-CUL-TURE.
Direct Mail Piece
(on the following page)
(PLACE, DATE)
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(Mr./Mrs.) (Business Owner of Target Market) and Employees of (Business Name),
Globalization has led to increased demand for unique products, such as yours, around the world
and greater competition & difficulties for American business in selling their products abroad.
Today I write to you to offer not a sales pitch of what truly is a groundbreaking B2B service, but
rather an offer of my friendship and guarantee of your business’s international success with our
service.
Our International Marketing Consultation rests on the principle that expertise in a foreign market
accompanied by native level language abilities and intercultural understanding establishes a new
level of respect and trust between businesses and their customers which in turn contributes to the
collapse of the invisible boundaries faced by businesses such as your own. Our slogan reflects our
vision:
Cültüre Bridge: Let us broaden your business horizons.
It is a great honor to extend to you an invitation to our yearly Intercultural Festival during which we
celebrate the worldwide business culture with International food, music and games for the whole
family and offer you a private tour and presentation of our scenic office and presentation of what we
offer including Ongoing Support, Cultural Clarity & International Product Marketing.
Sunday July 12th 2015 from 11:00AM-5:00PM, 10790 14 Mile NE in Rockford, MI
Also upon attending our event you are guaranteed 10% off all of our contract services.
Please feel free to contact me at any time should you have any questions or concerns.
Welcome to the Culture Bridge Family!
Kind Regards, (SIGNED)
Alexander J. ParkynFounder., Culture Bridge+1 (800) [email protected]
Changes within Product Lifecycle
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Intro (Current)
Growth
Create more digitally enhanced promotions; web based
LCD Billboard ad in Downtown Grand Rapids Business District (Rosa Parks Circle)
Larger, more detailed print ads (entire pages), more publications (ie Grand Rapids
Press)
Maturity
Ads focused to remind Clients of our personal Relationship with them and their
business
Ads that report past success stories and positive results
Create a local charity organization to teach youth foreign languages; training the next
generation of Culture Bridge experts
“Remember when your company was young and new, Culture Bridge was there to
help guide you on the journey towards international success”
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Culture Bridge: Service Section
International Marketing Consultation: Germany, Austria and Switzerland (German Speaking Europe)
Alexander J. Parkyn
Service Section
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In a world that places increasing pressure on business from Globalization, there is
only one way for businesses to survive: successful entrance and sales in foreign marketplaces.
While this can be a rather frightening undertaking for some, Culture Bridge can take away its
Client Company’s fears and bring new levels of enlightening cultural clarity to the table that
its Client Companies will need in order to be successful as they themselves globalize. Culture
Bridge is currently located in Grand Rapids, Michigan and marketing itself to local area
companies.
Service
Culture Bridge offers a superior quality service of International Marketing that
is individually created on a client-by-client company basis in order to best meet each
client’s specific needs.
First specific questions will be asked of the client in order to obtain a
comprehensive understanding of their company, product/service and company’s goals
for the product sales in the new market. These answers will be reviewed and assessed
by a team of Culture Bridge experts who will then present a uniquely developed
Marketing Strategy to the Client Company leadership. Other behind-the-scenes
service in this stage may also include researching the foreign local competition as
well as using demographic and psychographic research to select the best fitting Target
Markets for the Client Company’s good/service.
Afterwards a stage of Breakthrough will begin in which all business
formalities and legalities of the foreign market transition will be covered (Trade,
Business Rights, etc.), possibly assisting the Client Company with establishing a new
headquarters location in the foreign country and implementing a culturally creative
and aggressive Advertising and Marketing campaign to ensure all possible sales are
made to the local Target Markets of the Client Company’s product.
Once the initial Breakthrough stage is complete, Culture Bridge will offer its
client continued partnership with its 24/7 Support availability along with
Comprehensive Reporting to ensure its Client is kept up-to-date on all the latest news
about their product/service abroad. Other potential service in this stage includes
Culture Bridge’s unique “In Country Culture and Language Business Training” that
would immerse Client Corporate Leadership to the language and culture of their
foreign Target Market and may allow them to become more self-sufficient in the
future.
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Service Features and Benefits
Feature Benefit AdvantageBrand Name Trust Client FriendshipCompany Logo Symbol of Mission Relays Culture Bridge Goals
to Client CompanyService Level Quality Service Unmatched by Competition24/7 Availability Always available Peace of MindComprehensive Reporting Achieving Positive Results Honest and informedWebsite with Client Login Easy Access to all Reports
and other Information and Resources
Informed and Educated Clients
Complete Understanding of Foreign Language and Culture
Clarity Best understanding possible
“Friendship” Ongoing support Always at Client’s sideEmployee Training Best in Customer Care and
ServiceBest individual service experience
“In Country Culture and Language Business Training”
Eventual lower reliance by Client Company
Culture Bridge offers its Clients independence
Client Information Security Complete Client Confidentiality Agreement
No worries, Client Company’s information is safe with Culture Bridge
German Expertise Language and Culture Covered
Never have to worry about anything
Client Questionnaire Narrows in on exact Client Needs
Culture Bridge knows exactly what its Clients want
Uniform Dressed to meet Client Style Comfortable Service
Service’s Symbolic Characteristic
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All of Culture Bridge’s Symbolism and company culture can be uncovered in
its Logo. Culture Bridge aims to bring a bridge of direct connection between its Client
Companies and their foreign Target Markets. This bridge has many interlocking
supports that show the many unique ways which Culture Bridge Clients’ service can
be constructed as well as the strength of the bridge that provides the Client Company
with trust and equity in the service. Above the bridge on the left side of the cultural
divide is a cold night sky symbolizing the financial world that the Client would be in
without Culture Bridge, whereas on the right side of the cultural divide there is a
warm sunny sky that only rains profit which symbolizes the success that the service
will bring its Clients past the cultural divide. On the bridge is the Company Name
(“Cültüre Bridge”) which has been given umlauts (ü) to show our in depth
understanding and knowledge of the German language and culture. The arrow from
left to write symbolizes the positive direction that Culture Bridge gives to its Clients.
On the outside the flower petals accompanied by the statement below “Make your
business bloom. Let us make it blossom.” shows the continuous care effort and
support that Culture Bridge experts will always offer to their clients. The logo overall
is a representation of Culture Bridge in the clear cut clarity it aims to bring its Clients.
Culture Bridge Logo (Designed by Alex Parkyn, 2015)
Service Differentiation
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Differentiation will occur through customer service and commitment. In the
same way Culture Bridge gives its Client Companies the competitive edge to succeed
in new markets; as a company Culture Bridge strives to always provide the best
customer service its field. In order to accomplish this goal, Culture Bridge experts
dedicate themselves to offering around-the-clock service to their Clients and treat
each case with the utmost care as if their Client Company were their own company.
As Culture Bridge’s experts commit themselves to their client’s success; a large part
of the service is to be one who understands the foreign language and culture and each
expert will spend time daily ensuring a full knowledge of new cultural and societal
trends to better advise and inform their Client Companies.
Service Positioning
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The competition appears to offer their service as only that; just a service. The
competition divides their International Marketing services into many small packages
that in the end will cost much more when their Client realizes that they need all of
them to be successful. Culture Bridge will provide one all-inclusive service package
at a lower cost. Culture Bridge wants to offer its Client the simplicity of choosing our
service as it’s the best and not to worry about which service boxes to check on its
competition’s long list of options. A Culture Bridge Client must check one box at the
end of the contract which will read: “Our Company wants to be successful in the
international German speaking Marketplace and is interested in forming a long lasting
relationship with the Culture Bridge service brand.” Culture Bridge’s goal is to form
more of a relationship with its Client Company. A relationship in which its advice is
no longer looked at as only professional advice but rather as if it was given by a
family member or most trusted advisor in life. A goal to create a relationship built on
working together in order to ensure a free flow of communication and transfer of
ideas and in the end stimulate the greatest of success.
Culture Bridge is dedicated specifically to the German-speaking Markets as
this specializes and gives Culture Bridge the upper hand in having a more in depth
understanding and knowledge which is critical to any Client who wants to not just do
well, but to excel.
Service Brand Name
(Note: Please first view the Company Logo and read all information under “Service’s Symbolic Characteristic”, pg. 4)
The Culture Bridge brand possesses a deep, valuable meaning not only to its
own employees but also more importantly to its Client Companies. As the name is
included in the logo, the name adds extra value by using the umlauts (special German
character text) and text and presented in simplistic black outlining with a white center
to show how everything will be made for Culture Bridge Clients with black-and-white
simplicity as Culture Bridge will do all the bridge work. The brand represents
friendship, safety, trust, equity and accelerated success to all Culture Bridge Client’s.
Customer Promise “Friendship”
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“At Culture Bridge we don’t just offer your company a service, we offer you a
friendship. Friendship with Culture Bridge is everything that a good friend is:
dependability, trust, equity and the ability to gain new insight and learn from the
other. We at Culture Bridge will always do everything we can to see that your
businesses projected visions of operations over the horizon in foreign countries never
face barriers and will turn into reality success stories. In the world of business,
promises outside of pen and paper contracts and firm witnessed handshakes can be
risky, but in friendship with Culture Bridge there is nothing to fear except passing up
on friendship.”
Overall Service Adjustments over Stages
Growth
Constant involvement with Client
Unique Breakthrough Product/Service Marketing Strategy Development
One-on-one meetings with an expert
Maturity
Add offices in-country in German speaking Europe with a full time staff to offer
greater service to customers and lower costs of sending experts (travel expense) in the
long run.
Focus on new Target Market of higher level businesses for service
Maintain original Clients (old Target Market), however recommend for them to use
new Language and Culture Training Service to train their own employees.
Decline
Remind clients of our high level of service to keep their business by offering free
new service options to old Clients such as a Training Seminar.
Rebrand the service to fit the trends that started decline to make attractive to new
entrepreneurs investors or diversify service to include new services.
Sell business and retire.
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Culture Bridge: Place
International Marketing Consultation: Germany, Austria and Switzerland (German Speaking Europe)
Alexander J. Parkyn
Place Section
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Culture Bridge realizes that in order to provide its Client Companies with the best
service in the International Marketing Consultation industry, its service placement will play a
definitive role.
Channels of Distribution
Culture Bridge has given an outline of the following Channels of Distribution in order
to clarify its role and needs to function as the sort of middle-man in the International
Marketing Consultation Service.
Basic Business Needs and Supplies
Newest Technological Products (i.e. Computers, Presentation Equipment, etc.)
Apple sells newest Technology Product Culture Bridge Service Benefit Client
Company
*Speed: Immediately as newest technology is released, Cost: High, Situation/Benefit:
Allowing Culture Bridge to stay on leading edge of consultation services.
Professionally Styled and Printed Documentation
Printing Company Documents Culture Bridge Properly Prepared Client
Company OR: Client Company Target Market (ie Survey) AND IN SOME CASES:
Completed Documents Culture Bridge
*Speed: As needed, Cost: Price worthy, Situation/Benefit: Fits average daily printing needs
of Culture Bridge.
Miscellaneous Office Supplies (i.e. Pens, etc.)
Business Supplies Supplier Sells and delivers Office Supplies Culture Bridge Office
Supplies used to benefit Client Company
*Speed: Consistent and convenient, Cost: Acceptable, Situation/Benefit: Fits average daily
office supply needs of Culture Bridge.
Cloud Data Storage
Culture Bridge uploads and stores documents in Google Cloud Storage in order to
provide safety and security to the documents for its Client Company
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*Speed: Constant and immediate uploading, Cost: Inexpensive, Situation/Benefit: All files of
Culture Bridge.
Communications and Transportation
Web Conferencing and International Calling Service
Culture Bridge uses software from Skype which allows Culture Bridge to video
conference with Client Companies, Target Market
*Speed: Immediate, Cost: Free, Situation/Benefit: Day-to-day important communications
between Culture Bridge Experts and Client Companies or Target Market individuals that
require a more face-to-face setting but are not worth the cost of air travel to location.
Business Air Travel for Face-to-Face Business
Culture Bridge purchases tickets from Delta Airlines which carries Culture Bridge
expert(s) (service) to and from Foreign Target Market in order to do business on behalf
of or meet with, thus also benefiting Client Company
*Speed: Relatively fast, Cost: High, Situation/Benefit: Important Business Contracts, Target
Market Research, Client Company in-Country Corporate Language and Culture Training
Business Mail
Culture Bridge Mails documents domestic and internationally U.S.P.S. delivers to
Client Company OR Target Market
*Speed: Slowest, Cost: Inexpensive, Situation/Benefit: Sales (new Client Companies), hard-
copy Sales Reports to Client Companies, Surveys for International Target Markets.
Business Vehicle
B.M.W. sells and supplies vehicle Culture Bridge which uses the vehicle to make
Sales to Client Company
*Speed: Fast (when nearby), Cost: Reasonable, Situation/Benefit: Travelling to Client
Company, Attending Trade Conferences, In-Business Meetings held outside of the office.
Employee Cell Phones with Domestic and International Calling Service and Unlimited
Data Plan
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Verizon Wireless supplies phone and data plan each Culture Bridge expert uses
phone to contact other Culture Bridge experts, Client Companies and Target Market
ALSO uses phone to perform online research of Target Market benefitting Client
Company
*Speed: Immediate, Cost: Relatively low, Situation/Benefit: Allows Culture Bridge Experts
to maintain constant contact with their assigned Client Companies as well as others such as
Target Market individuals and other Culture Bridge Experts.
Exclusive Ideal Market Exposure
The Ideal Market Exposure for the service of Culture Bridge would be Exclusive.
This would best fit Culture Bridge’s scope of business because it has selected a specific
market area in the U.S. that best fits its service scope.
Contractual Vertical Marketing System
The Vertical Marketing System used for Culture Bridge will be Contractual. Culture
Bridge has chosen this system because it allows for a more flexible, ongoing contract
between Culture Bridge and its Client Companies. This is better than an Administered system
because Culture Bridge seeks to form relationships with its Client Companies and can only
best serve its Client Companies through knowing everything about them, whereas in
Administered Culture Bridge would simply dictate the relations.
Universal Functions of Marketing
As a Consultation Service Provider, Culture Bridge will engage in all of the following
Universal Functions of Marketing:
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Buying: All of the Basic Business Needs and Supplies as well as Communications
and Transportation as outlined in the section Channels of Distribution will be bought
based on a lasting, high quality buying mindset.
Selling: Culture Bridge will sell its service to all of its Client Companies.
Transporting: Culture Bridge and its Culture Bridge Experts will, at certain times, be
responsible for the transportation of themselves and important documentation and
reports to and from business meetings. Both of which are the foundation of the
Culture Bridge service.
Storing: Culture Bridge will, for the largest part, be tasked with storing digital
documentation on its Client Companies (i.e. Sales Reports), research on Target
Markets, etc. and will opt out of maintaining paper files as they are a security risk.
Culture Bridge will also have to store its technology and each Culture Bridge Expert
will be responsible for the safety and reasonable upkeep of these devices.
Standardization and Grading: While Culture Bridge is a service, not a product,
based company its Experts will nonetheless be expected to maintain a high level of
professionalism in all communications and documentation and thus creates a more
standardized high quality of service.
Financing: Culture Bridge will maintain a detailed cost and justification accounting
system to ensure it always maintains efficient financing practices and meets all tax
and accounting standards.
Risk taking: As Culture Bridge guarantees its Client Companies positive Sales
results in their new foreign marketplace, it is critical that Culture Bridge be willing to
take risks and with that loss and still be able to continue moving forward afterwards.
In order to do so, Culture Bridge will maintain a holdings fund to ensure that no
Client Company ever takes a loss. In the event that this fund is completely depleted,
Culture Bridge will be forced to completely refinance the company and plan towards
a future positive direction.
Market Information: Market Information is a dynamic, essential part to the central
goals of Culture Bridge and will be used extensively and often to first acquire its
Client Companies and afterwards assess their particular Target Markets.
Most Central Place Considerations
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Near Client Company locations (near Target Market).
Aesthetic value of lakefront property to build freestanding building of Culture
Bridge’s design.
Logistics
Customer Service
Culture Bridge Experts are the highest trained employees in their field.
Culture Bridge Experts are friendly, punctual, creative, driven and
hardworking.
Culture Bridge Experts are only satisfied when all of their Client Companies
are completely satisfied with their Culture Bridge service experience.
Culture Bridge Experts are college educated.
Culture Bridge Experts have extensive experience and background knowledge
of their foreign language and culture.
Culture Bridge Experts, simply put, are among the finest of professionals.
Efficiency
Culture Bridge uses the latest in technology for fast delivery and reporting of
every aspect of its service to its Client Companies.
Culture Bridge guarantees its 24/7 service and therefore allows its Client
Companies to maximize their efficiency around the clock.
Improvement of Profits
Culture Bridge plans to always cut its cost at every cost corner without sacrificing
quality to ensure its Client Companies get the best service at the lowest possible price.
Future opening of new locations to increase Sales and lower Overhead costs;
including in foreign Target Market areas such as Germany.
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Future hiring of a Managerial Accounting firm to do an analysis of Culture
Bridge’s accounting records to find differences in price and where it has been
most cost effective and least cost effective and make changes to spending
accordingly.
Utilize green energy sources to cut utility costs: Solar Panel Roofing.
Use of technology
Cloud data storage: all data secure and always available
Web video conferencing: lowers cost of face-to-face meetings
Modes of Transportation
Air travel: Culture Bridge will coordinate with an airline to provide the lowest
cost of international business travel.
Company Vehicle: Culture Bridge will purchase a company vehicle to
transport its Experts in the local region.
Total Quality Management
Organization’s Goals: Efficiency, punctuality, comprehensive intercultural
understanding to offer an industry leading service.
Each Culture Bridge Expert should model their very diverse line of work after
this simplistic Organization’s Goals statement. While they may not have a
defined list of duties; their job is ultimately to do whatever it takes to make
their Client Companies product successful in the foreign marketplace.
Culture Bridge Office
Purchase Property at:
10790 14 MILE NE, Rockford, Michigan
$690,000; relatively low price for the lakefront property within budget
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Conveniently located only 20 minutes outside of Target Market in Grand
Rapids
Lower taxes than in Grand Rapids
No listed Zoning codes
Design & Build a Freestanding Office Building and Landscape the Surrounding Area:
The Office of Culture Bridge is a sanctuary of intercultural exchange and plays an imperative
role in forming the company image.
Exterior Design Description
Spacious parking spaces will accommodate any Client’s vehicle with ease and there
will be enough spaces to ensure there is always a place for each Expert and Client of
Culture Bridge to park at any given time.
There is a sidewalk leading from the nearby neighborhood to allow for foot traffic
around the office lakefront property thus giving more awareness to the local
community.
Both the American and German flags: These two flags symbolize the intercultural
relationship that is of priceless value to Culture Bridge and its employees. They also
give the landscape an overall feeling of symmetry with one being placed on each side
of the bridge and walkway leading to the main office entrance.
The bridge holds a distinct meaning as it is the central focus of the Culture Bridge
logo and thus the physical bridge a physical representation of the logo. It will be
strongly constructed to symbolize the strong relationships that Culture Bridge intends
to form between itself and its Clients as well as its Client Companies and their foreign
Target Markets.
The Edelweiss flowers (also very meaningful to German culture and a symbol of love
and friendship), forest grass floor as well as the Welcome mat in front of the door
symbolize the true relationship that Culture Bridge would like to build with its Clients
as well as giving the Culture Bridge office a more at home feel.
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The Culture Bridge sign will be set aside from the building to emphasize the
building’s symbolic meanings.
The front door will be a strong steel encased glass door to symbolize the security that
Culture Bridge offers to its Clients.
The building has a very modernist, new age European appearance with its single story
for simplicity and openness.
All glass siding allows for daylong daylight streaming in from all angles. When one is
outside the building this will symbolize the see through clarity that Culture Bridge
wishes to bring its clients. When one is inside the building not only will they be
exposed to all the beautiful landscape outside but also the building itself will function
as a sort of a sundial clock allowing those inside to know what time of day it is from
which direction the sunlight is shining through.
The roof of the office is both a strong reinforced glass sunroof and solar panel as it
will provide even more natural lighting and a view of the skies as well as enough
energy to power the basic electrical needs of the building including night time lighting
and all electronic equipment.
Behind the building will be a scenic nature walkway (dirt walkway as not to take
away from the aesthetic value) featuring trees that are native to the Black Forest of
Germany thus paying more homage to Culture Bridge’s foreign connection and
eventually leading to the lake on which business can be discussed while fishing or
simply watching a beautiful sunset over the lake.
Exterior Design Visual
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Interior Design Description
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The interior will be kept simplistic and give an appearance of quality to Culture Bridge
clients.
Open atmosphere with no walls (glass sidings and ceiling) will give a unique, new
architectural feel that speaks volumes about the clarity Culture Bridge aims to provide
its Clients as well as give Culture Bridge Experts an open environment to work in and
thrive among one another.
All tables will be made of sturdy oak wood.
All chairs will be a “cubby” style chair that allows for maximum comfort and gives
way to a more relaxed atmosphere for meeting with Clients and maximize work
output from Experts.
Soft carpeting will give a more homegrown feel to the office and its colors of red,
white and blue will symbolize Culture Bridge’s birthplace of America.
A suspended high definition projection screen will allow for around the room web
video conferencing as well as media presentations for Clients.
Department style metal hanging lighting placed directly over each desk will display
the hard work and late nights given by each Culture Bridge Expert and the lights will
be attached to the solar roofing showing Culture Bridge’s self-sustainability and
environmental awareness as a company.
Quiet, calming Classical music from German composers such as Beethoven, Bach and
Mozart will serenade Culture Bridge Clients in the background and allow Culture
Bridge Experts a calming place to effectively and efficiently finish their daily work.
Small home style furnished bathroom at back left-hand corner of building.
Interior Design Visual
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Planning Future Stages of Place Lifecycle
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Growth – Continue further landscaping to add even greater aesthetic value to office’s
surroundings, invite local community to office property to attract potential business.
Maturity – Create equivalent office in Germany to have full time employees in the Target
Market’s area, remodel the original office to keep up with new modern times and make hours
of operation into more normal business office hours to reduce cost of overtime.
Decline – Sell office and property for a profit.
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