Export of Coffee to Qatar

INTERNATIONAL MARKETING

MARKETING AUDIT REPORT

Table of Contents

Introduction 3

Company Profile 3

Socio-Cultural Analysis 3

Geographical Distribution 4

Population Density 4

General economic environment 5

The Product- Coffee and Tea 6

Major Problems and Resistances to Product Acceptance 7

Barriers to Entry 7

Description of the Market 8

Geographic Region 8

Location 8

Customer Buying Habits 10

Distribution of the Product 11

Advertising and Promotion 11

Pricing Strategy 12

Competitor Analysis- Brand Name, Features and Packaging 13

Coffee Houses 13

Packaged Tea and Coffee 14

Coffee 14

Tea 14

Competitor Prices 15

Competitor’s Promotion and advertising methods 15

Competitor Distribution Channels 16

Market Size 16

Marketing objectives 18

Target Market 18

Product Adaptation or Modification 19

Core Component 19

Packaging Component 19

Promotion Mix 20

Advertising 20

Objectives 20

Forms of Advertisements 20

Sales promotions 22

Forms of sales promotions 23

Objectives 23

Distribution 24

Mode Selection 24

Packaging 25

Documentation Required 26

Insurance Claims 26

Freight Forwarder 27

Channels of Distribution 27

Warehousing 28

Price Determination 29

Transportation Costs 29

Terms of Sale 30

Methods of Payment 31

Pro Forma Financial Statements and Budgets 31

Marketing Budget 31

Profit and Loss Statement for the first Year of operations 32

References 33

Introduction

The purpose and intent of this document is to determine the feasibility and subsequent success of the “Savannah” brand which is a Coffee shop and Lounge in Qatar. The product is complex as it encompasses both tangible and intangible qualities given that it is both a good and a service.

The document will explore the cultural complexities and the economic factors that would either deter or provide a suitable platform for the brand to form bedrock of its operations to the Qatari market.

The analysis will take a view of the Qatari perception of the...