Marketing Management & Strategy
OPEN UNIVERSITY MALAYSIA FACULTY OF BUSINESS AND MANAGEMENT
COURSE CODE: BBSG4103 COURSE TITLE: MARKETING MANAGEMENT & STRATEGY
NAME: AHMED NAWAZ RASHEED STUDENT ID NO: S 10321785 ID NUMBER: A 003000 EMAIL ADDRESS: email.nawa@gmail.com
TUTORS NAME: AIMINATH LAILA LEARNING CENTRE: VILLA COLLEGE
[AHMED NAWAZ RASHEED]
S10321785
INTRODUCTION The objective of this assignment is to prepare a situation analysis, SWOT analysis and to formulate segmentation strategies for a company or firm operating in the Maldives. The company chosen for this purpose is State Trading Organization (STO) Plc. This assignment will cover the analysis of the internal environment and external environment of STO followed by comprehensive explanation of the existing the market segmentation of the products and services to the target market along with the characteristics. In addition, recommendations for the implementation of an additional segmentation strategy will be proposed. INTRODUCTION TO THE BUSINESS The State Trading Organization (STO) was established on 9th June 1979 and at the time undertook all of the trading and commercial activity on behalf of the Maldivian government. As the nation’s economy grew, the need to cater the demand was increasing hence STO expanded its imports first to commodity items and then to modern construction materials, home appliances and consumer goods. (STO, 2013) STO group, with its subsidiaries, joint ventures and associates, is as they say “a national leader in business”. The business has focused its interests significantly in petroleum, cooking gas, construction materials (including cement and roofing material), medical supplies and pharmaceuticals, home appliances, electronics, supermarket products and insurance. The company is successfully operating and developing the business all over Maldives and also penetrated as an FDI in Singapore. This, as they say, have been achieved by direct procurement and distribution and by forming joint
COURSE CODE: BBSG4103 COURSE TITLE: MARKETING MANAGEMENT & STRATEGY
NAME: AHMED NAWAZ RASHEED STUDENT ID NO: S 10321785 ID NUMBER: A 003000 EMAIL ADDRESS: email.nawa@gmail.com
TUTORS NAME: AIMINATH LAILA LEARNING CENTRE: VILLA COLLEGE
[AHMED NAWAZ RASHEED]
S10321785
INTRODUCTION The objective of this assignment is to prepare a situation analysis, SWOT analysis and to formulate segmentation strategies for a company or firm operating in the Maldives. The company chosen for this purpose is State Trading Organization (STO) Plc. This assignment will cover the analysis of the internal environment and external environment of STO followed by comprehensive explanation of the existing the market segmentation of the products and services to the target market along with the characteristics. In addition, recommendations for the implementation of an additional segmentation strategy will be proposed. INTRODUCTION TO THE BUSINESS The State Trading Organization (STO) was established on 9th June 1979 and at the time undertook all of the trading and commercial activity on behalf of the Maldivian government. As the nation’s economy grew, the need to cater the demand was increasing hence STO expanded its imports first to commodity items and then to modern construction materials, home appliances and consumer goods. (STO, 2013) STO group, with its subsidiaries, joint ventures and associates, is as they say “a national leader in business”. The business has focused its interests significantly in petroleum, cooking gas, construction materials (including cement and roofing material), medical supplies and pharmaceuticals, home appliances, electronics, supermarket products and insurance. The company is successfully operating and developing the business all over Maldives and also penetrated as an FDI in Singapore. This, as they say, have been achieved by direct procurement and distribution and by forming joint