Question:
You are a senior marketing consultant working for Ashanti Marketing Solutions (AMS) Limited. You have just been commissioned by a company Chaaye Khana (originally based in Pakistan) that wants to enter a suitable country (United Arab Emirates) with a new product (Cheese Kunafa). The problem is that, they do not know the kind of product or service to offer within the country you will be recommending. Your task is to produce a report on their behalf answering the following questions:
- Recommend a product or service and a country and provide a macro-environmental analysis (PESTEL) explaining the possible opportunities as well as threats your client could face within the market of your recommended country and provide possible solutions.
- Critically assess three modes of market-entry that could be suitable to your client. Out the three options, make a recommendation with justification as to the most appropriate one.
- Applying the concepts of market segmentation and targeting critically evaluate the potential target market of your client.
- Applying Porter’s generic strategy, explain how your client could gain competitive advantage by adopting one of the generic strategies in your recommended market
Market-Entry options: You will need to critically explain the main market entry modes including but not restricted to Strategic Alliances, Mergers and Acquisitions, FDIs etc. Then choose one option you deem to be most suitable to your client with justification of choice.
Market Segmentation: You will need to critically explain the meaning of Market segmentation and Targeting in general terms and show how your client could target its customers effectively. Also explain the potential target customers with justification.
Porter’s generic strategy: First of all, explain Porter’s generic strategies. Choose one of the generic strategies and critically analyse why it will be the best suited strategy for your client to pursue within the chosen market compared to the other generic strategies.
- Understand how to analyse an organisation’s current and future internal and external environment
- Develop a strategic marketing plan to realise organisational objectives
- Manage resources to deliver the strategic marketing plan
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