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Introduction to Marketing - Assignment Example

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Introduction to Marketing

the rhyme, this is because the environment conditions which prevail in Kenya are not conducive for rhyme growing though it's a vital ingredient of some of its products. The company markets its product through some leading supermarkets in the U.K. e.g. Marks and Spencer and Tesco supermarkets. The major competitors in the market include; Vegro Kenya limited, Everest, wilhan, wamu investments and Indu farm who are all fresh produce exporters.
In every business the political arena is a key determinant of firm future, this is because the firm can either continue to invest in the country or withdraw if there's political environment. Politics of a certain region affect the producers of a certain produce. In our case though Kenya has had a peaceful business environment for the past decades, there are some regions which had tribal clashes and this affected the operations of the company. Tribal clashes in the rift valley province made the production cost of the firm to rise so high were it not for the company's big capital base then the company could have ceased its operations. There was rise in the wage rates, cost of transportation doubled and security had to be beefed which all came along with costs. Political environment affects the operation of the firms in all the developing countries, Kenya being one of them, during the year of election. This is because due to the high poverty rate, a lot of funds are distributed to the poor citizen who are casual workers in many firms, this diverts their attention thereby making the production cost to be very high.
The company does export its products to the United Kingdom where the political environment has been very conducive for it to market its customers; political environment affects the effectiveness of a business marketing strategy such as promotion, pricing, product cycle and where to place its products in the market.

ECONOMIC ENVIROMENT
The economic environment of a business affects the marketing strategy and product mix. The economy of the country has been stable, there exchange rate of the dollar against the local currency has been dropping and this has affected the exporters negatively. This is because they have been earning less than they were getting earlier when the exchange rate was high. This means that the profits have been lower assuming the costs have been constant this has there fore affected the investment decision of the company like making decision on how to promote and to price the products. The government also gives the exporting companies subsidies therefore encouraging them to develop new products into the markets. The government can also control the minimum wages paid to the workers, this usually affects the costs of the firm making it to have limited resources for promotion of its products. The government also can control the prices in the market by setting the price to protect the consumers. If these prices are favourable, the firm can develop new products because this will be an incentive.

SOCIALOGICAL ENVIROMENT
This has affected the development of the company new products, the company being the largest exporter of fresh produce in Kenya has created a positive image to the customers, hence encouraged the firm to develop more new products into ...Show more

Summary

Home grown [K] limited is share holder of the flamingo holdings. It's the leading exporter of fresh horticultural produce in Kenya. It mainly exports flowers and assortment of edibles to market in the United Kingdom. The products are processed from various produce which include snow peas, snap peas, French beans, rhyme, asparagus, baby corn, baby onions, Chinese cabbage, carrots among others…
Author : ygoyette
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