TABLES OF FIGURES
I profoundly thank the Management Team of SIG Combibloc Obeikan and in particular the marketing department as well as the team of Knowledge Horizon for its most valuable support and precious help during my researches and completion of this assignment.
Being part of the commercial department of the company, I couldn't have undertaken this marketing assignment without their assistance.
2. EXECUTIVE SUMMARY
The concept of this assignment is to establish a Marketing Plan for Pakistan in line with the global strategy of SIG Combibloc Obeikan ("CBOB") for 2006-2008 of gaining new strategic customers to reinforce its position in its dedicated market. This assignment is built in three phases: the analysis of the current situation, the analysis of the marketing options and the formulation of a marketing plan.
After careful study of both macro- and micro-environments through the PESTEL, SWOT, Competitor and Market analysis, we can conclude that an encouraging growth in the Pakistani dairy and juice industry as well as the existing customers demand for a new supplier to end the monopoly position of the competition are factors that will help CBOB to position itself on the Pakistani market.
The major challenge that CBOB will face is the customs duty of 15% that could slow down the expansion. However through active lobbying of the Pakistani Government, which has already spoken in favour of a diminution in customs duties, it is possible to achieve a reduction to 5% by 2009. This would allow CBOB to operate under standard competitive conditions and achieve a profit of USD 5 million in just 4 years.
With an actual market of 1.6 billion cartons and an annual growth of 15%, entering the Pakistani is vital in achieving the mission of CBOB.
3. RESEARCH METHODOLOGY
The subject of this study is SIG Combibloc Obeikan referred to as "CBOB" in the rest of this paper.... [continues]
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