Oman Cable Inds

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2012

STRATEGIC MARKETING PLAN FOR OMAN CABLE INDUSTRIES SAOG

Table of Contents
Executive Summary3
INTRODUCTION3
MARKET OVERVIEW4
PEST Analysis4
KEY COMPETITORS5
SEGMENTATION AND TARGETING6
SITUATION ANALYSIS7
Strengths- Weakness- Opportunities-Threats Analysis7
COMPETITOR ANALYSIS9
GROWTH MATRIX10
MARKETING OBJECTIVES12
MARKETING MIX STRATEGIES13
Price13
Product13
Place13
Promotion14
Resource requirements14
REFERENCES14

Executive Summary

This report is prepared for the Strategic Marketing Plan of the Oman Cable Industries SAOG which is in the business of selling industrial grade cables to the market of Oman, This report will present the market overview in light of the PEST analysis as well as the key competitors and the segmenting that this organization is looking at, further to that the report will also provide the situation analysis of the current situation that the organization is in as well as it will present the marketing mix and its different variables that the organization will use to achieve its marketing objectives. INTRODUCTION

The Oman Cables Industry is a corporate organization that was founded in the year 1984 in Oman at the Russayl area in order to contribute to the goal of development of the country of Sultanate of Oman, by Mr. Mustafa Mukhtar and Mr. Hussain Salman. The main products that the organization is involved in is that of XLPE and PVC Insulated Power Cables that meet the requirements of international standards like BS, IEC, VDE, these are generally crafted according to the customer specifications and requirements. This company has continuously managed to grow every year, the first year turnover for this company was Omr seventy five thousand but today this has increased up to Omr two hundred and seventeen million. The Vision of Oman Cables Industry is “To ensure that through our product offering, we remain a leader in our industry in quality and performance, exceeding the expectations of our customers and stakeholders” The Mission Statement of Oman Cables Industry is “To continuously strive for excellence in all aspects of our business through the integration of sustainable business development and innovation, enhancing shareholder value and outstanding customer service”

MARKET OVERVIEW

PEST Analysis
The macro environment is that environment which is external to the organization and yet can have a huge impact on the operation of the organization that operates within its forces; the following is the PEST analysis that has been conducted in Oman and highlights the main forces and factors that can affect the Oman Cables Industry. It will focus on four main components which are the Political, the Environmental, the Social as well as the technological forces.

Political
The different political forces that could affect the operation of the Oman Cables Industry could be those such as the political stability in the country as when there is instability the trade and industries will decline but in the case of Oman the political climate is very stable and strong, secondly the taxation policies that are adopted in the country of Oman can affect the profitability of the company and in this case also Oman is having a non burdensome taxation structure that is just and fair, the Oman government is also providing many of the new industries and trade which are starting in this country with lots of facilities to help them to grow and develop along with the countries and is giving high importance to infrastructure project which very much require these types of cables. Economic

The economic forces that can affect the operations of this organization maybe those such as the growth rate of the economy as the company will be more profitable in those environments where there is fast economic growth and within the gulf region Oman is seeing a good growth rate that the...
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