Marketing Analysis Marketing environment analysis Marketing environment has major influence on a business. Trend in marketing environment is one of the most important factors to consider for a business or marketer. There are some important factors of marketing environment of business. These are political, economical, social and technological. So, detailed analysis of each of these environmental factors is needed to assess the current overview of marketing environment of Americana Group. Marketing environment has major influence on American group and changes of each of these areas leads to change in the strategic decision with respect to marketing of the products and brands operated by the company in Middle East and North Africa region. Therefore, PEST analysis would provide detailed overview of this market. Political Factors American Group deals with the franchisee business of leading international restaurant chains and manufacturing consumer food products. Generally, political and governmental factors impact on food business in any country in a higher extent because food business deals with the most important needs of human beings. This business also has higher risk with respect to hygiene factor. Governments of Middle East countries have several food policies applicable for food businesses and they need to strictly adhere to policies. Apart from the specific food policy, there are several rules and regulations imposed by different countries for domestic as well international business. It is very important for any company operates in this market to comply all concerned rules and regulations of different governmental agencies for successful operation of business...
The paper stresses that the company needs to buy stake of the foreign businesses or make partnership with the foreign franchise holders of leading food brands like KFC, Pizza Hut etc to enter into target market. Then it should do partnership business for limited period of time to understand the market potential and the consumption trend of the customers of those businesses. Finally, the company can select the best potential market among the targeted markets and start both manufacturing and selling their own products along with the franchisee business. This would be the best cost effective strategy for the company to diversify into foreign markets. Risk of foreign investment would be minimized through this market testing strategy. Development of effective marketing strategy is also very essential with new product development. So, it needs to invest good amount for promotion of each of new product development. The company can also redesign its old products and introduce them with the new product. it can push a new product with the existing popular product line up to minimize the risk of lower demand.
This report makes a conclusion that market development strategy will help the company to boost its product development strategy through new product launch in a new market. Economies of scale will also increase through new product launch in the existing market as cost of production and cost of promotion will not much increase. Therefore, both the strategies will be most beneficial for future growth of Americana Group.