Marketing Management & Strategy

Topics: Marketing, Maldives, Inflation Pages: 13 (3945 words) Published: June 19, 2013
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 ventures to trade within opportunistic trading areas. (STO, 2013) STO has set new focus to make investments in the tourism sector in order to start earning foreign currency for the company. (STO, 2013) VISION and MISSION VISION - “Be a leading business creating enduring value for all stakeholders, whilst being a catalyst of economic growth & supporting sustainable development.” (STO, 2013)

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[AHMED NAWAZ RASHEED]

S10321785

MISSION - “To be committed in providing customers with reliable products and services at affordable prices through an efficient distribution network, whilst ensuring the security of essential commodities and maximizing shareholder returns.” (STO, 2013) THE MAIN OUTLETS OF STO STO Peoples Choice Home Improvement With a huge array of home appliances, paints, power tools, furniture and cooling systems STO successfully caters Maldivian consumers’ demands since 1995. STO Peoples Choice Supermart Established in 1991, Supermart has the reputation of being the largest supermarket in the island nation providing an inexpensive mode of shopping to the public. STO Peoples Choice Supermart deals with merchandise ranging from toiletries, stationeries, canned and frozen foods, household items and consumer goods. STO Peoples Choice Construction Materials Established in 1988, they deal construction materials such as cement, river sand, deformed bars, plywood, timber, and roofing materials. It is also the main distributor of locally packed international standard cement and roofing sheets with the aide of its subsidiaries Maldives Marine Cement (MMC) and Maldives Structural Products (MSP). STO Peoples Choice Staple Foods STO takes responsibility of ensuring availability of staple foods at reasonably affordable prices while maintaining high qualities since its establishment in the mid 60’s. STO Peoples Choice Medicals One of the main providers of pharmaceutical drugs and other medical items to public consumers and corporate clients such as Indira Ghandhi...
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