International Marketing

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EXECUTIVE SUMMARY
Food can always break the boundary between different cultures. People work for food, live for food and eat to live. In a wealthy region like the UAE, people tend to spend for luxurious life. Most importantly the people there are willing to spend. And this indicates that there is an opportunity for new entries of business to penetrate the market. But there is also an important issue that UAE is an Islamic region. Therefore, there are restrictions such as no pork in the Arab menu, no exposing outfits for the women and no alcohol consumption for the Muslims. These are the factors which the business counterparts should look into seriously. Other thing that important for Secret Recipe before enter the new market in UAE, they also should concern about the Microenvironment. In this paper, we found some strength and opportunity of Secret Recipe such as good brand name as the strength and certification of “Halal” which Secret Recipe has can be the opportunity for them to enter the market, because UAE is a Muslim country so certification of “Halal” is very important if they want to enter UAE market. Other than that, we also found some weakness and threat that faced by Secret Recipe such as this is the first Secret Recipe in middle east, so it can the weakness for them because they don’t know about the culture of UAE. Beside that the competitors can be the most threat for Secret Recipe, because the competitors firstly enter the market before Secret Recipe so the competitors have more experience about the market. Indeed for a franchise like Secret Recipe, it could be fit into the community of the UAE easily as it is made for the interest of the Muslim community. Serving no pork, Secret Recipe is renowned for its fine quality cakes. This will make a great combination with tea whereas the people in UAE are also one of the largest group in the world when comes to tea consumption. Other than that, in this paper we also identify the marketing strategy that Secret Recipe should noticed such as the product, place, people and promotion.

TABLE OF CONTENT

1.0 Introduction …………………………………………………………………...Page 3 1.1 Background & Situation Analysis…………………………………….Page 3

2.0 PEST Analysis …………………………………………………………............Page 4-5
2.1 Political ………………………………………………………………...Page 4
2.2 Economic ………………………………………………………………Page 4-5
2.3 Social …………………………………………………………………..Page 5
2.4 Technology …………………………………………………………….Page 5

3.0 Microenvironment Analysis ………………………………………………….Page 6
3.1 Strength & Opportunity……………………………………………….Page 6
3.2 Weakness & Threat …………………………………………………...Page 6

4.0 Selecting Target Market ……………………………………………………....Page 7-8
4.1 Market Segmentation ………………………………………………....Page 7
4.2 Target Market ………………………………………………………....Page 7
4.3 Market Positioning ……………………………………………………Page 8

5.0 Mode of Entry ………………………………………………………………....Page 9

6.0 Marketing Strategy …………………………………………………………...Page 9-10

7.0 Conclusion ……………………………………………………………………..Page 10

8.0 Reference List …………………………………………………………………Page 11-12

9.0 Appendices …………………………………………………………………….Page 13-14

1.0 INTRODUCTION

Secret Recipe is a popular lifestyle café chain that has become a household name following its debut in 1997. Secret Recipe has successfully established its brand name in Malaysia, Singapore, Indonesia, Thailand, China, Philippines, Brunei, and Australia by virtue of its fine quality cakes, fusion food and distinctive service. As a leading and largest café chain in Malaysia, with Halal certification awarded by Jabatan Kemajuan Islam Malaysia (JAKIM), Secret Recipe is committed to continue to adhere to the standards of preparation of all food and processing plant in the restaurant in accordance to the regulatory guidelines including HACCP and VHM guidelines.

In a short period of thirteen years, Secret Recipe has experienced a rapid growth of over 250 cafes throughout the region. Now, Secret Recipe continuously...
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