Question

Subject: MARKETING MANAGEMENT

Identify a company which is a major service provider for any of the mass marketed services in Bahrain operations and prepare a project on the following lines:

1. The title of the project would be “An analysis of the Marketing Mix of (Any Banking House).
2. A brief history about the company. Products which the company markets in the Bahrain market.
3. Please do a PESTLE analysis of the Bahrain markets with respect to the company’s Marketing Mix and provide a justification in terms of its appropriateness
4. Suggest changes in the Marketing Mix (Service Sector) 7Ps of the company to make its business better.

PROJECT GUIDELINES:

1	A brief history about the company, description of products
2	PESTLE analysis of the markets and appropriateness of the Marketing Mix
3	Suggested changes in the Marketing mix

Answer 1

                  An analysis of the Marketing Mix of Bahrain Services & Maintenance Company

1. The Bahrain Services & Maintenance Company - BASMA B.S.C(c) is a leading service-oriented company based in the Kingdom of Bahrain since 1977. Being recognized for QUALITY & RELIABILITY from their growing list of customers, their services include Office Automation along with IT Solutions,
Fire & Safety, Cleaning & Maintenance, and Security Services. BASMA B.S.C(c) is driven by the motive to provide Cost-effective and Efficient solutions to their clients, helping them grow and compete through the innovative use of technology. They provide services in various fields ranging from Office automation equipments to professional Cleaning & Maintenance Services. Ever since their foundation, they have worked hard to build strong relationships with all the leading manufacturers, allowing them to combine their expertise and experience with their own, to pass onto their customers.

They handle the following fields of :

• Cleaning & Janitorial Services.
• One-Stop Office solutions.
• Office Furniture.
• Security Solutions.
• Fire & Alarm Services.
• IT support & Maintenance.

2. PESTLE analysis of the Bahrain markets with respect to the company’s Marketing Mix

The full form of PESTLE stands for Political, Economical, Sociological, Technological, Legal and Environmental. Bahrain is a constitutional monarchy headed by the king. Wide report of human rights violation and press restriction. Very less corruption and economy is 13th freest in the world. In 2016, Bahrain’s government’s revenue was BHD 2.117 billions whereas the expenditure was BHD 4.245 billions. This resulted Bahrain government’s net lending / borrowing negative at BHD 2.128 billion in 2016 indicating that enough financial resources were not made available by the government to boost economic growth. Bahrain had estimated population of 1.319 million in the year 2016 and expected to reach 1.486 million by 2022, registering an average growth rate of 2%. Growing workforce population. Substantial decline in business activities during Ramadan. High literacy level. Advanced mobile technology, access to high speed internet, round the clock electricity and well connected transportation network with neighboring countries has helped it to melioratethe easeof doing business. Governed by Islamic laws.

3. Suggested changes in Marketing Mix

• Product - The Product should be designed to fit the task consumers want it for, it should work and it should be what the consumers are expecting to get.

• Place – The product should be available from where your target consumer finds it easiest to shop.

• Price – The Product should always be seen as representing good value for money. This does not necessarily mean it should be the cheapest available; one of the main tenets of the marketing concept is that customers are usually happy to pay a little more for something that works really well for them.

• Promotion – Advertising, PR, Sales Promotion, Personal Selling and, in more recent times, Social Media are all key communication tools for an organisation. These tools should be used to put across the organisation’s message to the correct audiences in the manner they would most like to hear, whether it be informative or appealing to their emotions.
• People – All companies are reliant on the people who run them from front line Sales staff to the Managing Director. Having the right people is essential because they are as much a part of your business offering as the products/services you are offering.
• Processes –The delivery of your service is usually done with the customer present so how the service is delivered is once again part of what the consumer is paying for.
• Physical Evidence – Almost all services include some physical elements even if the bulk of what the consumer is paying for is intangible. For example a hair salon would provide their client with a completed hairdo and an insurance company would give their customers some form of printed material. Even if the material is not physically printed (in the case of PDFs) they are still receiving a “physical product” by this definition.