Group : Roosevelt | Student: Emad Abdelgawad | Student ID : B00611422 |
1. Cover Page | 1 | 2. Contents | 2 | 3. Executive Summary | 3 | 4. Introduction | 3 | 5. Results | | a. Actual Situation Analysis | 3 | 1. Internal Situation | 3 | Strategic market position | 3 | Internal Qualities | 4 | Strength and weakness | 4 | Opportunities and Threats | 4 | Gaps Analysis | 5 | 2. External Situation | 5 | Business mission | 5 | Potential market assessment | 5 | Business Environment | 6 | Assessment of Libya market | 8 | Assessment of local product markets | 8 | Assessment of Competitive position | 9 | b. Objectives & Activities | 10 | Market Segments | 10 | Sales and Market share | 11 | Profit Expectation | 12 | Marketing Mix | 13 | c. Resources | 15 | d. Budgets | 17 | 6. References & Bibliography | 19 |
For introducing a product in new market, it’s necessary to analyze this potential market’s risks (Current Internal and External situation) to get all information that lead you take right decision of right investment. Strategic analysis is the following of making a decision of introduce new product in new market. Strategic analysis include : corporate policy, potential market assessment, assessment of competitive position and determination the position of new product among other competitors’ products. After that building and sustaining the intended global position by using marketing mix decisions. Finally, the presentation summary of resources needed, sales forecast and budgets .
This report will show in details the risks and opportunities resulted in the investment of introducing Cappy fruit juice beverage (a new product of Coca-Cola Egypt) in
References: Cengage Learning EMEA (2008), International marketing strategy, analysis, development and implementation David Jobber (2010). Principles and Practice of Marketing Frank Bradly (2005), Internartional Marketing Strategy, Fifth edition McGraw-Hill, (2003) Pervez N. GHauri, Philip Cateora (2010). International Marketing. 3rd ed. London: MC Grow Hill. P4-P651. Philip Kotler, Gary Armstro(2010). Principles of marketing