ALS Arabia Biyaq Business Plan and Marketing Strategy

The assignment involves developing a business plan and marketing strategy for ALS Arabia Biyaq, focusing on discovering clients who provide continuous business. It requires analyzing competitors in the GCC region, identifying price and promotion systems, and understanding the operational efficiency of national oil companies. The plan should be revisable based on its consequences, and new channels or business opportunities from GCC nations are to be explored.

MARKETING
PLAN

Executive Summary:
The present essay will be based on marketing plan of ALS Arabia Biyaq laboratories
which is Oman based analytical solution provider company. This company is joint venture
between two companies ALS Arabia which is Australian company and Biyaq laboratories. The
company is meant to provide diversified analytical solution to oil and gas companies of Middle
East with giving them the best form and quality of products as well. It will be comprising
marketing plan for this company supporting business goals and mission statements. Target
market and competitors would also be included within this plan so that it is easy to know that
where company is trying to reach.

TABLE OF CONTENTS
MARKETING STRATEGIES.........................................................................................................1
MISSION STATEMENTS..............................................................................................................1
TARGET MARKET........................................................................................................................2
COMPETITIVE ANALYSIS..........................................................................................................2
UNIQUE SELLING PROPOSITION............................................................................................4
PRICING STRATEGIES................................................................................................................4
PROMOTIONAL PLAN.................................................................................................................5
MARKETING BUDGET................................................................................................................6
ACTION LIST.................................................................................................................................6
METRICS........................................................................................................................................7
REFERENCES................................................................................................................................8

MARKETING STRATEGIES
ALS Arabia Biyaq is one of the best analytical business solution providing company in
Middle East which is providing service to its customers and clients. They are giving so many
varieties of products in market like that of oil, gas, food, minerals, environmental chemistry and
personal care or cosmetic products as well. The target of company is to provide the best quality
of products and very well processed oil. The company by using penetration method of pricing
and extensive advertising in order to rise income of ALS Arabia Biyaq and revenue by about
20% till December 2018 (First Half Results FY. 2018). One of the main strategies of company
would be to meet its customers on regular basis so that they could obtain their feedback for
taking their ideas and suggestions. This will be enabling ALS Arabia Biyaq in introducing their
variety of goods and services which will be basically to their prospect who will then be liking to
invest in company. Company would also be providing short training program in laboratory only
for all their staff which will thus be increasing awareness about company and its service.
There are certain market objectives of ALS Arabia Biyaq will be that of expanding
business and lab services in all divisions at service to various industries and sectors of country
and that of others as well. Other objectives includes the following:
 Rising its revenue by 20% till December 2018.
 Defining business model which will be leading company in becoming world leader in
laboratories service sector.
 In setting business milestones with its Key Performance Indicators (KPIs) which will thus
be improving capabilities of company in terms of lab service offered.
 Providing high level business indicators and performance based on financial positions to
increase revenue within short period.
MISSION STATEMENTS
“Providing diversified range of higher quality of service to all clients with first class
customer service and superior quality of testing. Our service will be synonymous with reliability,
consistency, technical superiority and efficiency as well”
ALS Arabia Biyaq is world leader in analytical solution providing sector with offering
wide range of lab testing services via different laboratories to meet requirements of customer and
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demand in market that of chemical lab, microbiological lab, oil testing and finally mineral lab is
made available by company under one umbrella (Husni and Newman, 2015). Several samples
can be tested and analysis through these laboratories, for examples samples of oil & gas, Soil &
Scale samples, Air quality check, Food samples, Cosmetics and Toys. Moreover, ALS Arabia
Biyaq is accredited lab by ISO17025 to ensure that providing high quality services for first class
customer like government sectors and large companies that work in oil and gas field.
TARGET MARKET
The target market of ALS Arabia Biyaq includes the following sectors and industries as
well:
SECTORS COMPANY
Environmental Ministry of environmental affairs,
environmental consultants, factories in
industrial area, Oil and gas companies and
hospitals.
Food and Beverages Hotels, restaurants, food producers, beverages
companies and catering products.
Agricultural Ministry of agriculture
Mining PDO. Oman LNG. Oman Oil Exploration and
production, BP, Oman Refinery, Sohar
Aluminium, Oman gas company, Oman Oil
company, Occidental, Deleel Petroleum.
Oil, Gas, Chemical and Petrochemicals
Industrial Manufacturing
Operations and Maintenance service
Public and Government regulatory
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COMPETITIVE ANALYSIS
There are many competitors of company within and outside nation as Oman is having oil
reserves with ranking 25th in world (Marcel, 2007).
S.
No. COMPETITORS Lab Locations in
Oman ACTIVITIES
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Lonestar Alpha Laboratories
LLC
- Ghala, Muscat (Main
Lab)
- Sohar
- Duqm
- Salalah
- Environmental Testing
- Chemical Testing
- Food and
Microbiological Testing
- Civil Material Testing
- Metallurgy Testing
- Geotechnical
Engineering Services
2
Global Laboratories and
Testing LLC - Ghala, Muscat
- Food Analysis
- Environmental
- Animal Feed Analysis
- Fertilizer and Compost
- Washing powder
- Cosmetics
- Petroleum
- Steel and Alloys
- Natural Products
- Geotechnical
3
Exova - Ghala, Muscat (Main)
- Sohar Branch
- Environmental Testing
- Industrial Testing
- Infrastructure
- Oil and Gas
4 Wimpey Laboratories LLC - Ghala, Muscat (Main)
- Sohar Branch
- Environmental Testing
- Chemical Testing
- Microbiological
Testing
- Civil Material Testing
- Geotechnical
Engineering Services
5 Atyab Food Tech
Laboratories
- Darsait, Muscat - Chemical and
Microbiological Analysis
of Food and Agri Products
- Compliance Analysis
of Food & Cosmetics
- Environmental
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Analysis
- Food Research and
Developments
- Food Product
Formulation
- Nutritional Labelling
- Sensory Evaluation
- Indoor Hygiene
Monitoring
- Air Quality Monitoring
Worldwide lab and Testing, SGS Oman and Geo-Chem Middle East have relatively like
ALS Arabia Biyaq capacities. They are solid in offering different distinctive divisions. Also,
Geo-Chem is solid in valuing, nearly the least expensive cost in Oman showcase, as per a few
customers, and in addition Atyab Food tech Laboratories is solid in estimating in nourishment
examination (Ma and Andrews‐Speed, 2006). While, Haya Water Central Lab offers an
extremely aggressive rates in ecological and microbiological testing.
It is important that the administration lab was the most grounded rival in the market as far
as evaluating. Be that as it may, the lab has chosen to expand its rates because of the money
related emergencies to wind up adjacent to the private research centres rates. The rundown of the
client/organizations those arrangements with the administration will be reached them in no time
as ALS Arabia Biyaq lab can offer them less time to get the testing report (Less TAT).
UNIQUE SELLING PROPOSITION
ALS Arabia Biyaq needs to centre around how to be contrast from their rivals that the
client will profit by it. Uniqueness of ALS Arabia Biyaq lab administrations, for example,
Turnaround Time (TAT), issuing report on time, less time of tests accumulation, utilizing LIMS
framework, giving examining bottles. These kinds of administration make awesome association
with the client. Subsequently, ALS Arabia Biyaq can guarantee that their clients will be happy
with its administrations (Eller, Hartley and Medlock, 2011). Make a decent impression of the
organization administrations is the most acknowledge in the promoting plan. The fundamental
message must be sent to our clients is that ''we are the best and our administration is superior to
others''.
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PRICING STRATEGIES
As indicated by the statistical surveying that has been researched in Jan 2018, a few
contenders rates discovered less expensive than ALS Arabia Biyaq rates independent the nature
of their work. It has been seen that this factor has affected to the wages of the organization. Be
that as it may, ALS Arabia Biyaq isn't the sweeping one in the market the same number of
customers still like to manage it without asking for any decrease of cost. The evaluating
methodology is a key player for picking up business. It must be focused, particularly with
accessibility of numerous contenders (Ma and Andrews‐Speed, 2006). The new methodology of
valuing will be taken after and connected in our new advertising arrangement for 2018 is that
''Less edge to acquire business and clients''. At the end of the day, the testing charges should be
decreased keeping in mind the end goal to win more tenders and to get more clients,
consequently, the volume of work will be expanded which thus will raise the organization's
incomes. In any case, for each administration there is an utmost to how much the customers is
quick to pay.
PROMOTIONAL PLAN
Publicizing and advancements partition in the advertising design is critical factor to be
economical in the market. ALS Arabia Biyaq needs to decide the financial plan of yearly
adverting that will be spend. It will portrays what extraordinary administration recommendation
the organization ready to offer to their potential client. Thusly, the organization needs to believe
that what the extraordinary in what capacity can the organization be contrast from the
contenders, as far as the value nature of testing on time conveyance report area of the
organization others administrations like site inspecting (Fasano-Filho, 2000). At that point, they
to feel what media will be best to achieve the objective market, for example, Oil and Gas
magazine, Food and Beverage magazine, taking part in a few meetings and in public exhibitions
at the nearby and territorial and publicize in exchange indexes.
Sales & distribution Plan:
One of the promoting plan targets is that to build the client base, yet what is the correct
strategies/channel will be connected?, inside Oman, the lab administrations will be from the ALS
Arabia Biyaq to the client straightforwardly whether through email, deals agents. It can been
seen that there is a request in GCC advertise for oil and gas testing and sustenance investigation.
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For instance, ALS Arabia group in KSA and UAE branches can explore for new business
openings/channels. As realized that the conveyance of tests can be through DHL or comparative
organization without affecting to the Turnaround time (TAT). The upside of exchange process
among the GCC isn't expensive in any way, as far as handling request, conveyance, and charging
and incorporate likewise to fly and meet the client to distinguish their input (Husni and Newman,
2015).
MARKETING BUDGET
The plan in 2018 is to invest 10% of ALS Arabia Biyaq sales revenue in the marketing
expenses as the marketing is significant factor to increase the company’s revenue in the future.
The table below shows the expenses plan of marketing in 2018:
ACTION LIST
Activities Method Where When Duration
Customers Feed back Via Mail Emails 3 days
Priorities Customers’ needs Feed back visiting 11/03/18 3 days
Pricing Strategy Cost plus
price
company 11/03/18 1 day
Offering unique services we are the
best and our
administratio
n is superior
to others
Company 12/03/18 5 days
Competition
Identify & Profile main
competitors (SWOT)
By visiting
lab
Laboratories 15/03/18 3 days
Identify competing services market 15/03/18 2 days
Identify Price & Promotion
system
Meeting
some
market 15/03/18 2 days
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customers
Competitors Analysis
Events and Relationship
Conference & Presentation Broad room 17/03/18 1 day
Inviting ALS Customer for a
lunch/dinner
hotel 18/03/18 1 day
METRICS
 ALS Arabia Biyaq needs to centre around discovering clients who give the organization
continuous and rehash business (Monthly examples).
 It is important to take after the showcasing plan that has been readied, BUT additionally
it can be revisable whenever by observing the consequences of the arrangement (what
works and what doesn't).
 Increasing promoting individuals to help to accomplish the showcasing plan objectives.
 Less edge to acquire business and clients (Fasano and Iqbal, 2003).
 New channels/business opportunities from GCC nations.
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REFERENCES
Books and Journals:
Eller, S.L., Hartley, P.R. and Medlock, K.B., 2011. Empirical evidence on the operational
efficiency of National Oil Companies. Empirical Economics. 40(3). pp.623-643.
Fasano-Filho, M.U., 2000. Review of the experience with oil stabilization and savings funds in
selected countries. International Monetary Fund.
Fasano, U. and Iqbal, Z., 2003. GCC countries: from oil dependence to diversification.
International Monetary Fund.
Husni, R. and Newman, D.L., 2015. Arabic-English-Arabic-English translation: Issues and
strategies. Routledge.
Ma, X. and Andrews‐Speed, P., 2006. The overseas activities of China's national oil
companies: rationale and outlook. Minerals & Energy-Raw Materials Report. 21(1).
pp.17-30.
Marcel, V., 2007. Oil titans: National oil companies in the Middle East. Brookings Institution
Press.
Online:
First Half Results FY, 2018. [Online]. Accessed Through:
<https://www.alsglobal.com/myals/news/2017/11/first-half-results-fy2018>.
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