International Marketing Report - Dhiraagu Company

R
Internatio
nal
Marketing

INTERNATIONAL MARKETING 1
Table of Contents
Introduction........................................................................................................... 2
Overview of Dhiraagu Company.........................................................................2
Reasons describing the Potential of the organization to go International...........3
Potential Market for Expansion...........................................................................4
Egypt............................................................................................................... 5
India................................................................................................................ 6
Business environment challenges......................................................................7
Infrastructure.................................................................................................. 7
Protectionist Policies and High Tariffs..............................................................7
Powers of State............................................................................................... 7
Attitude towards Authority..............................................................................8
Building Relationships..................................................................................... 8
Communication Style...................................................................................... 8
Concepts of Time............................................................................................. 9
Impact of Business Environment of Dhiraangu Company to the Local
Organization of India.......................................................................................... 9
Employment.................................................................................................... 9
Importing New Technology............................................................................10
Awareness of new concepts, methods, and cultures.....................................10
Competition................................................................................................... 10
Transfer of Knowledge and information........................................................11
Working Conditions....................................................................................... 11
Advanced Products........................................................................................ 12
Mode of entry................................................................................................... 12
Joint Venture.................................................................................................. 12
Marketing Mix Strategy.................................................................................... 13
Product.......................................................................................................... 14
Price.............................................................................................................. 15
Place.............................................................................................................. 15
Promotion...................................................................................................... 16
Recommendations............................................................................................... 16
Conclusions.......................................................................................................... 17
References........................................................................................................... 19

INTERNATIONAL MARKETING 2

INTERNATIONAL MARKETING 3
Introduction
The process of taking the reach of the business out of the national boundaries is known as
expansion. The report is being prepared in order to advice Dhiraagu Company to enter in
which international market so that company can its increase its revenue and expand its market
share. The report will provide the suggestions of two countries where they should expand its
business along with the entry mode by which they can enter into the international market.
Further, the report will do the analysis and will reflect the challenges and their potential
impact on the local establishment. The report will also provide the marketing mix strategies
in the chosen country.
Overview of Dhiraagu Company
Source [https://www.facebook.com/dhiraagufans/]
Dhiraagu is the largest and leading telecommunication provider of Maldives; they offer
digital services along with the complete range of data, mobile, TV services, internet, and
fixed-line throughout the Maldives. It is the Maldivian first telecommunications company,
and was situated in 1988 (Batelco Group, 2012). The Dhiraagu name is an abbreviation for
Dhivehi Raajieyge Gulhun, Accurately: Association of Maldives. The world’s longest links
of microwave over water are maintained by Dhiraagu. This link of 65 km through the equator
links Fivahmulah and Gaafu Dhaalu- and hence Gaafu Alifu atoll. Dhiraagu has two
substantial shareholders named as Government of the Maldives and BTC Island. 41.8% of

INTERNATIONAL MARKETING 4
holdings are with Government of Maldives and 52% of holding is with BTC Island (Batelco)
and the remaining holding which is 6.2% are with the general public (Dhiraagu, 2018). The
business of the company is depending on the commitment to providing innovative and
creative services and products and a belief that places customer experience on high value.
The customers of the company are government and corporate institutions, small and medium
businesses, and individual customers. They offer complete solutions and provide particular
needs ranging from common telephone services to multifaceted combined private solution of
networking for global customers.
The company continuously try to fix the geographic hurdles and stay in connection with the
customers by the country’s biggest distribution and retail network of 120 agents, 40 exclusive
partners, approx. 3000 retailers, and 40 distributions across the country. In the Maldives, they
offer the broadest coverage including 199 inhabited islands of the country, industrial islands,
and all island resorts.
Reasons describing the Potential of the organization to go International
The Dhiraagu Company has potential to expand its business in different countries where the
company can get new opportunities and can offer their best services to the customers of that
country.
 The Dhiraagu is the largest telecom service provider and has a strong market position
in the Maldives as they offer a complete range of internet, data, TV services, etc. The
company is a well-known name in the telecommunication industry and it shows that
they have a potential that they can place their services in the international market.
 Currently, the company is facing huge competition in the Maldives but the company
is still able to manage its position and image in the market which shows that company

INTERNATIONAL MARKETING 5
will survive in the international market and will successfully face the cut-throat
competition there.
 The company is successfully able to maintain the longest microwave links over the
water of the world.
 The company believes in maintaining diverse human resource and culture in the
organization and respect them which is an essential element for the success of the
business. Therefore, they can operate their business in the international market and
will not face such barriers in expanding their market share.
 As per the 2016 third quarter financial statement of Dhiraagu Company, the revenue
of MVR 1.9 billion was recorded by the company in the year’s initial months. This is
an 11% increase of the revenue in comparison to last year’s revenue of MVR 1.7
billion. The company has also recorded a net profit amount in this time duration
which is of MVR 653 million. They earned a 16% increase in the profit in contrast to
previous year’s MVR. Along with this, the company has also received MVR 617
million of revenue in the third quarter and it is 12% more than the third quarter of
2015 (Shaahunaaz, 2016). This data reflects that the company has potential to expand
along with enough funds which are very important for the expansion of the business
in various countries.
 Workforce or employees are very important to the success of the business as many
organizations consider them as the backbone of the business. The Dhiraagu Company
has employees who have skills and knowledge of the technology and has the
capability to implement those technologies effectively. It shows that the company has
potential to bring new software and services for the people of different countries and
can contribute to the development and growth of Maldives and host country.
Potential Market for Expansion