Submitted by: Submitted by rihamness
Views: 803
Words: 8290
Pages: 34
Category: Business and Industry
Date Submitted: 02/14/2011 02:48 AM
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...