MAR 4424 - International Marketing: Sports Bar in South Africa Project

This project outlines the international marketing strategy for 'Around the Pub Sports Bar' in South Africa. The bar aims to offer a unique experience by serving food and beverages from around the world while showcasing international sports, fostering cultural integration and customer satisfaction. The project details the rationale for choosing South Africa, considering factors such as its vibrant culture, progressive constitution, and foreign direct investment attractiveness. Key assumptions, such as achieving profitability and securing licenses, are identified. The project further explores how the bar meets existing needs and creates new wants by offering a diverse and appealing environment, emphasizing the social, functional, and emotional benefits it provides to users. This assignment is available on Desklib, where students can find more past papers and solved assignments.

Running head: MANAGEMENT
International Business
Name of the Student:
Name of the University:
Author Note:

1MANAGEMENT
Table of Contents
Question 1: Description of the Company........................................................................................2
Question 2: Description of Product/ Service in Detail. Is this an Existing or New Product?.........2
Question 3: Why did you select the Country? Explain in Detail your Rationale and Criteria for
Choosing the Country. What country-specific factors/data and information did you consider to
assess the market attractiveness of your country?...........................................................................2
Question 4: Assumptions.................................................................................................................3
Questions 5: Why do you think your Product has Good Prospect for Selected Country?..............3
Question 6: Does your Product Satisfy any Existing Need or a Want?...........................................3
Question 7: How will it create a Want, if it is not a Need?.............................................................3
Question 8: What Value Does the Product Offer to Users?............................................................4
Question 9: Benefits Derived from the Product..............................................................................4
Question 10: Does your Product Satisfy any Social/ Functional/Emotional Needs/Wants? If yes,
Explain.............................................................................................................................................4
References:......................................................................................................................................5

2MANAGEMENT
Question 1: Description of the Company
The Company is known as Around the Pub Sports Bar and is located in South Africa. The
bar will not only help in bringing friends and family together but will also bring the cultures
together. The goal of the company lies in making people happy and in bringing the various
traditions together.
Question 2: Description of Product/ Service in Detail. Is this an Existing or New Product?
The products served at the sports bar include food and beverage across the world. The
service provided is known as ‘Around the Pub’. They serve drinks and dishes from across the
world that defines their uniqueness. In addition to serving food and drinks from various countries
they also try to show well known sports from across the world. The food and product served are
existing ones.
Question 3: Why did you select the Country? Explain in Detail your Rationale and Criteria
for Choosing the Country. What country-specific factors/data and information did you
consider to assess the market attractiveness of your country?
South Africa has a vibrant culture and nightlife for slaking the thirst of the bar owners
(Rogerson, 2013). The criteria for choosing the country have been its progressive constitutions.
The country has not only legalized homosexuality and similar sex adoptions but also legalized
the civil marriages amongst the gays.
South Africa is one of the leading destinations for foreign direct investments (FDI) that
rose to close to 6.9 percent. There has been a decline in the number of the FDI project and job

3MANAGEMENT
creation in South Africa but the rise in the capital investment by 31.9 percent led to its market
attractiveness(Drogendijk & Blomkvist, 2013).
Question 4: Assumptions
These include:
 Generating enough sales for making profits in the long run
 Making a good profitability
 Getting licenses would be easier
Questions 5: Why do you think your Product has Good Prospect for Selected Country?
The drinks in the form of beer appeals to all the sections South African society
(Comaroff, 2013). In South Africa it is one of the cheapest and the most affordable of most of
the distilled and the brewed alcoholic drinks (Obot, 2013).
Question 6: Does your Product Satisfy any Existing Need or a Want?
The product satisfies the existing need or wants since the concept of bar have become
quite popular amongst people as they try to relax with a fried after a hard day at the work
Question 7: How will it create a Want, if it is not a Need?
‘Around the Pub Sports Bar’ serves food and other beverages from across the world and
brings traditions together by showing different sports. In fact, the bar creates an ideal ambience
for creating a need.

4MANAGEMENT
Question 8: What Value Does the Product Offer to Users?
The bar not only helped in bringing the friends and family together but also brought the
culture together through its food and beverage.
Question 9: Benefits Derived from the Product
The products and services of the sports bar not only make the people happier but also
bring the traditions together.
Question 10: Does your Product Satisfy any Social/ Functional/Emotional Needs/Wants? If
yes, Explain
In the social sense the product tries to bring the people together. In the functional sense
the product includes dishes and food by bringing traditions together and in the emotional aspect
the varied range of beverages and product make the people happy.

5MANAGEMENT
References:
Comaroff, J. (2013). Body of power, spirit of resistance: The culture and history of a South African
people. University of Chicago Press.
Drogendijk, R., & Blomkvist, K. (2013). Drivers and motives for Chinese outward foreign direct
investments in Africa. Journal of African Business, 14(2), 75-84.
Obot, I. S. (2013). Alcohol marketing in Africa: not an ordinary business. African Journal of Drug and
Alcohol Studies, 12(1).
Rogerson, C. M. (2013). Urban tourism, economic regeneration and inclusion: Evidence from South
Africa. Local Economy, 28(2), 188-202.