Mktg Assignment

Post Graduate Diploma in Business and Financial Administration 2010/11

Batch : Current

Subject: MARKETING MANAGMENT

INTERNATIONAL BUSINESS STRATEGY FOR ENTRANCE OF GLOBAL MARKET

Resource person: HAFEEZ RAJUDIN

Submission: individual Assignment

Team No.:

Name Regd. No.

K.S.Perera DBFA/2010/09

Contents

Executive Summary 4

Company Profile 4

Company Mission Statement 5

Situation Analysis 5

PEST Analysis 6
  Political 6
  Economics 6
  Social 6
  Technological 6
  Sales and Profits for the Last Three Years 6

RICHLIFE’ Strategies 7

Production 7

Distribution 7

Marketing 7

Human Resources 7

Global Involvement 8

Strategic plan 8

Revised Mission Statement 8

Corporate Objective 8

K. Strengths, Weaknesses, Opportunities, and Threats 8
  Strengths 8
  Weaknesses 9
  Opportunities 9
  Threats 9

Indicators of Market Accessibility 9

Conclusions and Recommendation 10

RICHLIFE international marketing strategy 11

Entry Mode 12

Market Segmentation 12

Market Penetration 13

Product Development 13

Market Development stratergy. 13

Marketing strategy Analysis 13

Product 14
  Product item 14
  Pack Extra Nutrition with “TIKIRI” 14
  Product branding 14

Place 15

Place recommendation 15

Promotions 15
  Type of Advertising Media 15

Price 16
  Pricing tactics 16

. Summary, Conclusion and Recommendations 16

References 17

  Executive Summary
      The purpose of this document is to present a study of the opportunities for RICHLIFE to expand its business globally and to make an initial proposal that RICHLIFE pursue opportunities in Middle East Countries and formulate the strategies to capture 25% market share in a five years period.   RICHLIFE has focused on its Sri Lankan market, but opportunities exist to penetrate global markets.

      RICHLIFE is leading manufacturer of milk & Dairy products for the Sri Lankan (mostly rural areas) but has no experience... [continues]

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