Assignment Of Marketing

➢ Men and women would not greet each other in public. ADMINISTRATIVE & POLITICAL DISTANCE ➢ Population is 32,742,664 ➢ Sri Lanka is 2 hours and 30 minutes ahead of Saudi Arabia.

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Table of Contents 1.0 Introduction................................................................................................................................2 1.1 Company Overview...............................................................................................................2 1.2 Phase in the Product Life Cycle.............................................................................................3 1.3 Company development strategy.............................................................................................3 1.4 Window of Opportunity.........................................................................................................4 2.0 The analysis of the foreign market............................................................................................4 2.1 PESTEL Analysis..................................................................................................................4 2.2 CAGE framework..................................................................................................................8 2.2.1 CAGE Analysis for Italy.....................................................................................................8 2.2.1 CAGE Analysis for Saudi Arabia.................................................................................10 2.3 12C’s framework for analyzing International Markets........................................................11 2.4 Harrell & Kiefer Model........................................................................................................15 2.4.1 Country Attractiveness..................................................................................................16 2.4.2 Company Compatibility................................................................................................17 2.4.3 Mapping the selected markets.......................................................................................19 2.5 Selection of a Foreign Market..............................................................................................19 3.0 Market Entry Modes................................................................................................................21 3.

1 Facts related to the product.................................................................................................21 3.2 Nature of the Target country (Italy).....................................................................................21 3.3 Factors related to the Company...........................................................................................21 3.4 Market Entry Mode 1...........................................................................................................21 3.5 Market Entry Mode 2...........................................................................................................22 4.0 Marketing Strategy..................................................................................................................23 4.1 Segmentation........................................................................................................................23 4.2 Targeting..............................................................................................................................24 4.3 Positioning...........................................................................................................................25 5.0 Marketing Mix.........................................................................................................................26 5.1 Product.................................................................................................................................26 5.1.2 Product Policy Decision................................................................................................26 5.1.3 Branding........................................................................................................................27 5.1.4 Packaging......................................................................................................................27 5.1.5 Labeling.........................................................................................................................27 5.2 Price.....................................................................................................................................28 5.2.1 Pricing Strategy.............................................................................................................28 5.3 Place.....................................................................................................................................29 5.3.1 Value creation chain......................................................................................................29 5.3.2 Location.........................................................................................................................29 5.3.3 International distributors...............................................................................................29 5.4 Promotion.............................................................................................................................31 5.4.1 Marketing Communication Process..............................................................................31 6.0 Conclusion...............................................................................................................................33 References......................................................................................................................................34 1.0 Introduction 2 Figure 12 - Cost Leadership and Market Development Strategies Source: (Ansoff, 2007).

ECONOMIC & WEALTH DISTANCE 10 ➢ Property rights index for Saudi Arabia has declined over the years from 90 points to 40 points.

Table 3-CAGE Analysis for Saudi Arabia Source: Author's work based on (Commisceo-global.com, 2016), (Manfreda, 2016), (Tradingeconomics.com, 2017), (The Global Economy.com, 2016), (Business Insider, 2015) 2.3 12C’s framework for analyzing International Markets 11 Culture ● The Italians invented the viol, violin, cello and piano.

Italy was perceived to be the most captivating destination to market Serendib tea, given the country’s background and its familiarity to indigenous quality of food and beverage.

Since Up Country Tea Estate is a marketing-oriented organization, it discovered many opportunities in entering the Italian market.2.1 PESTEL Analysis The PESTLE analysis is used to analysis the external environmental risks faced by organizations.In this scenario, PESTEL is used to determine which country is more suitable for Serendib products to enter into.➢ Food is a means for establishing and maintaining ties among family and 8 Source: Author's work based on (Everyculture.com, 2017) (Commisceo-global.com, 2016) (European Union, 2017), (Camuffo and Costa, 1993) , (Tradingeconomics.com, 2017) (OECD, 2016) , (The Global Economy.com, 2016) 2.2.1 CAGE Analysis for Saudi Arabia CULTURAL DISTANCE ➢ Business operations are hierarchical. GEOGRAPHIC DISTANCE Consumer spending is 259378 SAR Million in 2015.Personal income tax has been 0 from 2004 to present.According to Hopkin (2012), the PESTLE risk classification system is advantageous because it provides a clear analysis of the issues that should be addressed within the external context. Italy has been a part of the Saudi Arabia’s foreign policy states European Union since 1958 and that the security and stability of the it last held the EU Presidency in region is the responsibility of the 5 Education lovers.Key factors ITALY SAUDI ARABIA POLITICAL Political Stability Government effectiveness Foreign Agreement Italian market is a stable market Despite few external burdens, the as been stability of the country is presumed to maintaining a stability average be strong compared with the last few value of 0.50 points from 2011 decades. Italian government has taken The appropriate measures to ensure regulated laws to protect the country proper quality of public and with legal justice and is measured to civil have achieved effectiveness of 0.23 the country services by has avoiding country’s government has political pressures in the nation. The literacy rate in Italy is 94.47% is the literacy rate.4 2.0 The analysis of the foreign market As an international marketing consultant for Sri Lanka’s Up Country Tea Estate (Pvt) Ltd, there are several various factors needed to be considered when analyzing foreign markets.The author conducts PESTEL analysis, CAGE framework, 12Cs framework and Harrell & Kiefer model to evaluate the best suited international market to expand its horizon to in the proceeding report.99.07% TECHNOLOGICAL Research & Development Italy's gross domestic As the R& D industry is expenditure on Research and underdeveloped, 43% of the market is Development attributed to spending on foreign in 2016 was nearly 22, 3 billion euro. increased by 6.2% compared to Social media presence 2013.The average number of Internet 69.62% is the average number of users Internet users in Saudi Arabia. penetration in Italy is 38.42% ECOLOGICAL Environmental Laws Climatic conditions Italy imposes strict regulations Saudi for the disposal of waste water legislation sets out vast prohibitions and has national targets for of pollution and contamination of air, reduction of greenhouse gas land and water, emissions, renewable energy reference to parties involved in efficiency.

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