Global Marketing and Sales Development

This document discusses the strategies and tactics for global marketing and sales development. It includes an organizational overview, situational analysis, marketing objectives, and marketing strategy. The focus is on expanding the business in Qatar.

Global Marketing and
Sales Development

Table of Contents
1. INTRODUCTION.......................................................................................................................3
MAIN BODY...................................................................................................................................3
2. Organizational Overview/Profile.................................................................................................3
Organization...........................................................................................................................3
Management orientation.........................................................................................................4
3. Situational analysis......................................................................................................................4
Macro Environment analysis:.................................................................................................4
3.2.1 The internal analysis by Mckinsey’s 7th model............................................................5
3.2.2 Operational Environment by Porter’s 5 force...............................................................6
Overview of the competitive landscape ................................................................................6
4. Marketing objectives:...................................................................................................................7
4.1 Rationale for Objectives:..................................................................................................7
4.2 Justification.......................................................................................................................8
5. Marketing strategy ......................................................................................................................8
5.1 Portfolio analysis..............................................................................................................8
5.1.1 The attractiveness of allocated country.........................................................................8
5.1.2 Competitive strength of selected company....................................................................8
5.1.3: Mode of entry:..............................................................................................................8
Outline international marketing strategy................................................................................9
6. Marketing tactics........................................................................................................................10
6.1 Product............................................................................................................................10
6.2 Pricing decisions.............................................................................................................10
6.3 Place:..............................................................................................................................10
6.4 Promotion:......................................................................................................................10

Promotional efforts:..............................................................................................................10
7. Marketing action plan................................................................................................................11
key challenges to global expansion......................................................................................12
8 Conclusion .................................................................................................................................12
9. REFERENCE.............................................................................................................................15

1. INTRODUCTION
Changing business environment has lead to generation of both opportunities and threats
for business. There is a need to focus on the way opportunities can be availed in order to achieve
higher profitability and larger share of markets (Cook, 2020). For this purpose there is
evaluation of the background of the product that is being expansion in Qatar, overview of the
competitive landscape, outlining of the marketing strategy in order to understand the pricing
decisions, promotional efforts to establish the awareness for the target segment of customers and
deal with the key challenges of global expansion. Further there is PESTLE analysis that will be
used to justify the decisions and the choices selected for the product expansion in the target
country that is Qatar.
MAIN BODY
2. Organizational Overview/Profile
Organization
Britain is very famous for their tea drinker, in light of coffee shops present in every high
street there is a surging popularity of espresso pods and origin brand. Present report is based on
Suranga herath's English tea shop that is offering a 130 varieties of tea brand that consist of
100 percent organic tea including green ta for their health conscious customer base. They are
selling 350 million tea bags catering to natural and organic food markets. This brand was
founded in the year 2010 by owners of Sri Lanka tea factory and this brand has further growth of
60 percent with a revenue of 22 million pounds in last year that consist of 87 million pounds in
only UK. According to this success rate in UK this brand is further planning to expand their
share in target countries such as Qatar (Dragusha, 2016).
Management orientation
This opportunity is justified as Qatar is a country that is having a total population of 2.6
million with 2.3 million expatriates. Islam is the official religion of Qatar and they are having a
country with a high rate of human development after united Arab emirates and Saudi Arabia. The
franchising industry is also growing very fast in Qatar as according to Philippine franchise
association the industry will grow more by coming year 2021. as there is lowering of entry
barriers and strong potential growth for consumer sectors.

3. Situational analysis
Macro Environment analysis:
Environment analysis is a strategic tool that is used for identification of the external &
internal elements that can posses a impact on the overall performance of a organisation. It is a
analysis that is used for the purpose of making detailed assessment of the level of threat or
opportunities that can posses a impact on the business expansion and future strategic decisions.
Macro analysis:
For the purpose of making a analysis of the external environment there is a need to make a
detailed evaluation of the macro environment there is application of pestle analysis of Suranga
herath's English tea shop as mentioned below.
PESTLE analysis:
Political: Qatar is a active member of UN and prestigious organization such as the East
Asia summit. Suranga herath's English tea shop will have a stable political scenario that is a
benefit for the purpose of their successful expansion (Krings, Palmer and Inversini, 2019).
Economic: Qatar is the country located in western Asia and they are occupying a Qatar
peninsula that is in the northeastern coast of Arabian peninsula. They are having a third highest
GDP per capital across world and sixth highest GNI pert capita.
Social factors: The social scenario in Qatar is that people are having a Positive attitude
towards. Majority of the population is educated, English speaking that has lead to a favorable
scenario for Suranga herath's English tea shop as they are dealing in a range of healthy tea
products for their target segment of customers (Keegan, 2017).
Technological factors: with the fast changing technology there is a rapid progress that is
made across different parts of the world in terms of innovation and technology. The IT spending
in Qatar is to reach a US dollar 8.1 million by the year 2023. (ITA, 2019).
Legal factors: It is a factor that consist of the legal laws and rules that are prevailing
Qatar that have to be adhered in detail by Suranga herath's English tea shop so that they are not
having any chances of penalties. There are many legal laws related to the labor code of Qatar
that was enacted in the year 1974 and is governing all the employment practices and the labor
relations (Ayers, 2020).
Environmental factors: Suranga herath's English tea shop has to consider measures so
that they are not making any negative contribution to the external macro environment in form of

having alternatives for less plastic usage and higher guidance on issues such less emission of
harmful gases, use of organic ingredients only to avoid the use of chemical products and promote
dutiable development in Qatar. However the increasing number of environmental challenges in
Qatar is a constant threat for Suranga herath's English tea shop.
3.2.1 The internal analysis by Mckinsey’s 7th model
Mckinsey’s 7th model
There are 7 basic elements that have to be realigned together in order to work towards
improvement of performance or maintaining the overall alignment of the performance during
changes that are taking place in the environment. Such changes can include the restructuring
process, new of process, leadership changes or merger.
Strategy: It is the part if overall plan of organization that is used for building & mating of
a competitive advantage as compared to other competitors. So, Suranga herath's English tea
shop main strategy is to focus on taking forwards the existing competitive advantage in
their present markets.
Structure: It is the structure of reporting relationships such as in Suranga herath's English
tea shop all the teams and departments are structured where there is establishment of a vertical
organization structure based on which further reporting relationships are built up.
System: It is the procedures and the activities that are used by staff members when the
job is done. In Suranga herath's English tea shop the system will be built according to the way
organization will establish themselves in new market location that is Qatar.
Shared values: Suranga herath's English tea shop is willing to share the importance of
transparency, sustainability and then further the value created is shared at different levels of
supply chain.
Skills: Suranga herath's English tea shop have to focus on key marketing skills that can
lead to proper formulation of strategies in order to increase the awareness of their brand for the
target market of customers.
Style: The top management of Suranga herath's English tea shop has been willing to use a
situational style of Management so that all their policies and practices are flexible enough to
change according to the requirement of new country.

Staff: Staff and overall employees of Suranga herath's English tea shop are provided the
required training so that they are able to overcome the barriers that may arise because of the
intercultural differences that are part of entering to a new international market.
3.2.2 Operational Environment by Porter’s 5 force
Overview of the competitive landscape
For the purpose of developing insights of the competitive marketing scenario for Suranga
herath's English tea shop to be expanded in Qatar it is necessary to develop a in depth analysis of
the external market that posses a competitive advantage in the coming time period:
Industrial rivalry: it is related to the number of competitors who are already present in
Qatar and will be providing a hard competition to Suranga herath's English tea shop. The main
advantage for Suranga herath's English tea shop will be the organic tea range (Phelan, 2019).
Threat of substitution: Initially for Suranga herath's English tea shop there is high rate
of substitution as it is a new brand and it will take time for people in Qatar to develop trust for
the brand. This is the reason they will find it easy to subtitle it for already established high
brands.
Bargaining power of buyers: the overall bargaining power of buyers for Suranga
herath's English tea shop will be moderate as the variety and range of products that is offered by
Suranga herath's English tea shop is mainly present in other brands. Such as they are offering
130 variants of products to choose from that is ranging from pure Ceylon black tea.
Bargaining power of suppliers: The overall bargaining power of suppliers for Suranga
herath's English tea shop is quiet significant as it is a great attraction and it gives more power to
capture significant value for themselves by demanding the high prices and limiting the quantity
and quality of the products. Suranga herath's English tea shop has a strong market price because
of various reasons including something on which they usually not rely on profits and products
are highly differentiated when offered by suppliers (Zhou, 2019).
New entrants: It states that if the power and prices are existing in terms of monetary
value then new entrants have barriers which can be both industrial and legal. Suranga herath's
English tea shop is a special need for the new entrants to increase the size and reputation in the
market (Yusfiarto and Pambekti, 2019).

4. Marketing objectives:
The main marketing objective of Suranga herath's English tea shop in present scenario is to:
 Bring high quality ethically sources tea to fans across all over world.
 Creation of shared value and building up of sustainable livelihood for farmers across 20
countries
 Providing farmers with the necessary access to skills & investment to make them
successful entrepreneurial
4.1 Rationale for Objectives:
The main rationale of the present Suranga herath's English tea shop is that they are Willing to
create better entrepreneurial opportunities so that farmers can be held to become better people.
There is focus on achievement of compound annual growth of 65pc over past seven years so that
there can be export relations built up with 55 countries. There is a workforce of 400 people
working at the business and is support to communities so that there can be achievement of higher
sustainable growth for people livelihoods.
4.2 Justification
The above mentioned objectives can be easily achieved as Suranga herath's English tea shop
was launched before 22 years and they are supported by 20 communities projects in the year
2017. all this is creating profitable scenario for Suranga herath's English tea shop in the coming
time period.
5. Marketing strategy
5.1 Portfolio analysis
5.1.1 The attractiveness of allocated country
Qatar is a country that is having higher attractiveness for foreign direct investment with
identification of the major macro economic variables that are determining FDI, GDP and the
government spending with the degree of openness. There is timely evaluation of the dynamic
behavior with the evaluation of proposed variables. Qatar is also focusing on undertaking the
privatization, joining WTO and further planning to achieve higher sustainable economic growth
for taxonomist of benefits.

5.1.2 Competitive strength of selected company
The main competitive advantage of Suranga herath's English tea shop is that they are
having a scenario of 100 percent organic and is a premium tea brand. They are based out of a
small farmer platform that is offering arguably the best and unique range if product to retail and
is part of food services markets over a time period of 50 years. The main legacy of this brand is
that it is fastest growing organic brand across number of countries world. It was launched in
2010 but has been able to successfully grow with a 10 million pounds growth rate and a annul
growth rate of 63 percent. This has been one of the major competitive advantage for Suranga
herath's English tea shop.
5.1.3: Mode of entry:
Strategic alliance:
For Suranga herath's English tea shop there will be a higher competition faced by other
local competitors brands. In Qatar the already established brands providing options of green tea
and organic tea will lead to a barrier for establishment of their presence. To deal with the high
amount of local competition strategic alliance is one of the most suitable option to expand their
present market share.
Outline international marketing strategy
Global marketing is increasing focus on product needs of the potential buyers in other
countries. Global marketing strategy is related to understand of the product and the way in which
it has to be delivered so that there can be strengthening of the brand to cater to awesome
ingredient in the global marketing.
The most suitable global strategy for the purpose of expansion of business in Qatar for
Suranga herath's English tea shop is using of business establishment and distribution of products
by formation of a licensing relationship. Franchising is a agreement when a person or a
organization who is known as (the franchisee) is paying another person (franchiser) a fees & a
royalty for providing the right to do a business (Efrat, Gilboa and Yonatany, 2017). This is a
method that is having several advantages as compared to traditionally staring a business from
scratch. For Suranga herath's English tea shop it ill have some of below mentioned advantages:
Establishment of brand and faster Return on investment:Franchising leads to
enjoying a pre existing base of customer for Suranga herath's English tea shop that will lead to
fats re earning.

Ready made operating system:
Franchising will be simple fir as it will lead to replicating of existing business will existing
systems practices and procedures that has to be followed.
Franchiser support: according to the agreement franchiser can provide the franchisee a
wide range of options to enhance the ongoing support for site selection, marketing and crew
training. For Suranga herath's English tea shop it will be backed by a reputable franchiser that
will lead to better negotiations with vendors and for loan approval.
But again it will have some of the cons for Suranga herath's English tea shop that have to be
overcome in order to successful establish in the target country that is Qatar:
Expensive royalties: In franchising the fees that has to be paid such as franchiser fees
and the processing fees can lead to several thousandth and multiple millions that may not be
suitable for Suranga herath's English tea shop that is a SME business.
Limited control: Franchises are obliged to follow several procedures but they have to
deal with certain restrictions that are set by franchisers that consist of manufacturing guidelines,
pricing and quality control issues.
6. Marketing tactics
6.1 Product
The main products of surange hearth is the organic tea products that are manufactured by this
brand and will be used to further enhance their market share. There has been achievement of
higher growth in terms of emerging trends among the customers to shift towards a sustainable
sourcing model.
6.2 Pricing decisions
The main objective of surange hearth who is the founder and the CEO of Suranga
herath's English tea shop is to focus on high quality and ethically sources tea for all the tae lveisr
across different parts of the world. But in case of present scenario of Suranga herath's English
tea shop to enter in Qatar the main pricing strategy will be to use the price penetration strategy
that is to use lower pricing as a technique to enter the market and make the target segment of
customers aware about the organic tea products that is being manufactured.
6.3 Place:

There will be focus on both offline and the online availability of tea products in the new country
Qatar. Different retail markets will be targeted in the present scenario and further initially there
will be only online mediums to save some of the cost of launching in physical outlets.
6.4 Promotion:
Promotional efforts:
The major concept and a unique approach that is used by Suranga herath's English tea
shop is based on the concept of creating a shared value (CSV) that is making a difference, CSV
is all about finding of new opportunities for higher growth, sustainable by higher commitment to
generate higher economic value that is the main objective addressed to the society in order to
address all the challenges (Andersson, Axelsson and Rosenqvist, 2018). The techniques of
promotion that is mainly focused by Suranga herath's English tea shop is to use social media
marketing as a part of digital marketing strategy in order to make the target segment of customer
area. It is the cost effective strategy to use social media as a promotion tool.
7. Marketing action plan
Mission: Mission of surange hearth is to make organic framing a profitable and attractive
bushiness.
Vision: The vision of surange hearth is to compete across international markets by using the
organic range of tea products as their differentiation strategy. There is focus on fairtrade
minimum prices and the use of reasonable market prices.
Markting tactics of Suranga herath's English tea shop:
Element of marketing mix Tactics
Product The focus of Suranga herath's English tea
shop is ti bring high quality and the ethically
sources tea across all the tea fans to word.
They are passionate to create shared values so
that there is building up of sustainable
livelihood for farmers across 20 countries.
They are also dealing in services to provide a
support by development of entrepreneurial
opportunities so that there can be

development of better business people.
Price There will be use of penetration pricing as a
strategy for the purpose of launching of the
business in Qatar.
Place Mainly the products of Suranga herath's
English tea shop will be available on online
mediums further after there has been
successful Establishment the channels will be
expanded to offline stores.
Promotion The digital media sources will be used in
order to have a higher cost efficiency and
better reach to the millennial generation.
key challenges to global expansion
there is presence of a inadequate infrastructure in form of no proper health and eiaction
services. There are issues related to language and cultural barriers because people are nor
speaking the same language hence communication is going to be a major barrier.
Tax codes and higher compliance issues:
Dealing with tax can be a major barrier for Suranga herath's English tea shop as there is a
complete different legal structure that is prevailing in Qatar as compared to Britain and Sri
Lanka where they have already laid their establishments.
Operational: Risk of hiring staff members:
There is requirement of more staff for Suranga herath's English tea shop to handle all the
pressure with the higher trained staff members. There may be a requirement for Suranga herath's
English tea shop to hire the staff members to perform all the specialized business areas to
perform the specific functionalities such as marketing to enhance the promotional techniques for
the new brand (Watson, 2017).
Risk in the supply chain:

That’s because managing a supply chain that crosses national boundaries can be a real
challenge. If shipping goods from the APAC region to Europe or America, the geographical
distance is quiet good. However, the cost and time involved in shipping aren’t the only problem
(FAROKHBAKHT and et. al., 2019). These are all risks which have been faced by the Suranga
herath's English tea shop when trading internationally, and the need to understand how things
work in order to avoid them.
8 Conclusion
The following discussion has been concluded that International marketing strategy is
based on the extension of company's local market in the other country. Suranga herath's English
tea shop is one of the organization of Britain which needs to expand its tea business in the
country Philippine. If talking about International marketing strategy there is a need to analyses
all the external factors which are required to take a decision making process more effectively.
The above report includes background of the organization, overview of the competitive
landscape which reflects a porter's five forces model of the organization Suranga herath's English
tea shop.

9. REFERENCE
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