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International Trade Contents Executive Summary 3 Company Overview 3 SWOT Analysis 5 Market Analysis 7 Market Entry Strategy 11 Product Promotion and Marketing Techniques 12 Estimated Costs 14 Conclusion 15 Appendix 16 Works Cited 18 Executive Summary The project deals with a well renowned brand Manuka Honey which is known for its natural products with innovative features applied to them.
A market analysis is conducted upon Saudi Arabia to measure the political, economical, social factors which might influence the marketing strategy of Manuka Health. After careful investigation, the company plans to enter the Saudi Arabia market with the help of franchising strategy, as the franchising strategy is one of the most used modes of international expansion being more flexible in operation. Manuka Honey will promote its product through trade shows, store location and through the media, mainly print media and television. After the company has marked its presence it is going to further expand into other cities of Saudi Arabia and, finally, plans to expand globally. Company Overview Manuka Health is a pioneer in the development of innovative and natural products by utilising the unique properties of bioactive compounds which are found in New Zealand. The company works with research centres based in the USA, UK, Australia, Germany, Japan and New Zealand, which helps to reveal the efficacy of the company’s product. Manuka Honey is dedicated to manufacture, as well as marketing of a quality range of innovative natural healthcare products in order to improve the health and the quality of life of people across the globe. Manuka believes in nature and science, as its tagline says “Given by nature. ...
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