Question

Learning Outcomes:

1. Demonstrate a solid understanding of overall marketing concepts, goals and strategies within the context of organizations goals and strategies (Lo 1.1).
2. Explain issues pertaining to marketing environment both internally and externally (Lo 1.2)
3. Build a strong understanding of the social, economic, ethical and technological challenges facing marketers (Lo 1.3 & 3.4).
4. Utilize strong analytical skills and tools to develop objective and effective marketing plan (Lo 4.3 & 4.5).
5. Demonstrate ability to think independently and systematically on the subject of developing the business feasibility assessment of marketing plan development. (LO.3.7)

Marketing Plan

From the real international market, select a company of your choice wishing to start its activities in Saudi Arabia. The Company hired you as Marketing Manager of Saudi Arabian Region. You have to establish a marketing department starting from the Analysis of the market, formulate overall marketing goals, objectives, strategies, and tactics within the context of an organization's business, mission, and goals designing and planning the entire function.

Write a Marketing Plan considering the following points (2x5=10 Marks)

1. Introduction, Goals and Objectives

To introduce this section you should include the "mission statement" of the business; an idea of what its goals are for customers, clients, employees and the consumer.

a. Introduction about the business.

b. Business vision and mission

c. Business objective.

d. Products and services offered

---------------------------------------------------

2. Environmental Analysis

Conduct an environmental analysis that looks at and comments on your local area and your network of business contacts, competitors and customers.

3. Target Market Analysis

Identify the target market, describing how the company will meet the needs of the consumer better than the competition does.

4. SWOT Analysis

Conduct a SWOT analysis for your chosen company based on your research.

Strengths: List the strengths of the business approach;

Weaknesses: Describe the areas of weakness in the company's operations;

Opportunities: Examine factors that may improve the business's chances of success;

Threats: List the external threats to the business' success.

5. Marketing Mix (4 P’s ) Analysis

Describe each of the 4Ps of your chosen company.

Product or Service

Identify the product or service by what it is, who will buy it, how much they will pay for it and how much it will cost for the company to produce it, why a consumer demand exists for your product, and where the product sits in comparison to similar products/services now available.

Place

Identify the location of the business, why it is located there (strategic, competitive, economic objectives), the expected methods of distribution, and timing objectives.

Promotion

Describe the type of promotional methods that will be used. Identify techniques such as word of mouth, personal selling, direct marketing, sales promotion etc. television, radio, social media and newspaper ads.

Price

The prices of the products or services that reflects the overall company strategy. Should be competitive as well as a reflection of the quality, costs and profit margin.

Please, Full explain

Answer 1

I am planning to open a hotel, A business hotel in Saudi Arabia. It would be catering the business travelers. It would be having a presence for retail customers as well but the primary focus would be on Business travelers.

The vision is to offer maximum value for the money through innovative hospitality services.

The Mission would be:

• By quality in operation and market development
• Through a program of constant customer input, corporate development, and change
• Through a committed team of trained, motivated individuals
• Through effective programs, procedures, and infrastructure

Business objective

To cater to the corporate clients and help the companies to save their employee travel costs.

Products and services offered

No frills stay solutions. No swimming pool or spa. Just a good beer, dine and clean room for homely feeling.

Environmental Analysis

The Saudi market poses both a threat to international companies and an opportunity. The Kingdom by itself is not an overly big market, with a population of over 20 million. However, it sits at the center of a much larger global market containing the GCC, the broader Islamic world, and the Indian subcontinent, amounting to some 1.6 billion population. The Saudi economy, too, is characterized by strong disposable income customers. Throughout the coming years, the growing majority of the population aged under 20 would undoubtedly greatly boost competition for a wide variety of consumer goods and devices.

Distribution Channels & Target Market Analysis

The Saudi hotel market is mainly driven by corporate room nights, particularly in the capital Riyadh where relaxation currently accounts for just 12 percent of demand. Following the declaration of Saudi Vision 2030 and with the goal of growing the role of tourism, a greater emphasis on recreational, religious and domestic tourism is expected.

The Kingdom has three major marketing regions: the Western Region which consists of the city of Jeddah as its largest commercial center; the Central Region having the capital, Riyadh; and the Eastern Province, where most of the oil and natural gas industries are located.

Most businesses ship products to end customers for their own consumption or for direct selling, making location and number of retail outlets a major factor. The hiring of various agents or dealers for specific regions may be helpful to US exporters. This is also likely that several companies or retailers are delegated to manage different product lines or services. there might be no provision for exclusive distributorships, the Ministry of Commerce of Saudi has a policy, that all these agreements will be only available with respect to any particular regional area or product line.

Several Saudi firms are involved in various lineups of goods. Usually, a Saudi distributor would expect the international manufacturer to bear on much of the customer growth expenses, such as recruiting a qualified sales team. Global vendors also appoint a salesperson to provide training, promotion, and technical support to the Saudi distributor. Under such an agreement, businesses will need to fly frequently to Saudi Arabia to support their Saudi distributor.