Global Marketing And Sales Development PDF

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Global Marketing And Sales
Development
Student ID: B00855794
Name of the Student: Manish Kumar
Name of the University: Ulster University

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Table of Contents
1. Introduction..................................................................................................................................4
2. Company Overview.....................................................................................................................4
3. Situational Analysis.....................................................................................................................4
Macro Environment of Bahrain...................................................................................................4
Microenvironments of Ambr Eyewear........................................................................................7
Internal Analysis by McKinsey 7's Model...................................................................................8
Operational Environment by Porter's 5 Forces............................................................................9
4. Marketing Objectives.................................................................................................................10
5. Marketing Strategy....................................................................................................................11
5.1.1 The Attractiveness of Bahrain..........................................................................................12
5.1.2 Competitive Strength........................................................................................................12
5.1.3 Strategic Joint Venture- Reason for Joint Venture...........................................................13
5.1.4. Segmentation, targeting position.....................................................................................13
Targeting....................................................................................................................................13
Segmentation.............................................................................................................................13
Positioning.................................................................................................................................14
6. Marketing Tactics......................................................................................................................14
Marketing Action Plan...................................................................................................................16
Conclusion.....................................................................................................................................16
References......................................................................................................................................17
Appendices....................................................................................................................................19

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1. Introduction
This report is included with relevant data about how the company, Ambr wear, will implant its
franchise to the country of Bahrain. An overview of the company with situational analysis has
also been included in this report. The situational analysis contains Macro environment which
discusses the potential factors of survival with the help of Pestle analysis and on the
microenvironment about the company's strengths, weaknesses, opportunities, threats using the
very effective way, SWOT analysis, to conclude the environment of both the country and the
company. These other relevant data such as the Mckinsey 7s model, porter's five forces, etc. have
also been included. Other parts have also been focused on like the strategies used in marketing,
the objectives of the marketing, the tactics of the marketing, action plan of marketing and proper
references have also been included for the result of the report.
2. Company Overview
The company, Ambr Eyewear, has been founded by Sacha Cahill and Dan Nugent with the idea
and notion that insomnia and headaches are caused by the long and excruciating hours at the time
spent during the staring of the computer screens. The problem identified by the company was
that the glasses for computers available at that particular time were ordinary and weird-looking
glasses without any special features, so the owners started to manufacture and create glasses
which are blocking glasses from the blue light with better looking and design and for performing
well than any other glasses in the market. At last, they achieved to make a glass that was made
with the last amount of their savings and launched a one-time or limited range of designs through
their website which was homemade. The outlets of media and the social influencers quickly
came into know and selected them. With these, they owned their new shop, and within a couple
of years, they were in 80 different countries
3. Situational Analysis
Macro Environment of Bahrain