Basf Marketing Plan in Tashkent

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BASF is the world’s leading chemical company. BASF has subsidiaries in more than eighty countries and supplies products to a large number of business partners in nearly every part of the world, with about 111,000 employees (Global markets Ch1). BASF Agency in Uzbekistan is a subsidiary of BASF AG, Germany. BASF Uzbekistan was founded in Tashkent city in 1992 and was one of the first foreign firms entering this market(timing ch15). The main task of this agency is promotion of BASF productions locally and markets (market Ch 1) of Turkmenistan and Tajikistan. The major products of BASF UZ are in agricultural and construction material areas. In sphere of chemical weed and pest killers (WPK) BASF is the leader in European and Asian markets. Agency provides full technical and consultancy support (customer consulting ch14) in question of application WPK. BASF UZ also is offering solutions in construction industry. Due to BASF innovations - lifetime, safety, cost and design of constructions which use BASF productions can be improved. BASF UZ has to be a leader and innovator in these areas in Central Asia market, so it needs good marketing support. The Company analyses local market, by identifying customers and their needs (marketing ch1). The requirements for all chemical companies are the same: safety, quality and price. The BASF UZ strategy is to show to their customers that their production has great quality and absolutely safe for environment, if it is used in the right way. Consequently they provide trainings, instructions and seminars for young chemists and students for increasing trust towards BASF productions and also increasing brand awareness (ch19), it is just part of BASF’s marketing communication (ch19). On the seminars BASF UZ demonstrates a clear benefit of their production (informational appeal ch19).

BASF’s mission statement: “We combine economic success, social responsibility and environmental protection”. (mission statements ch3). BASF UZ has...
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