Principles and Practices of Marketing: Strategies for Armour UK to Enter Cuban Market

Principles and Practices of
Marketing

TABLE OF CONTENT
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Part 1................................................................................................................................................3
Pestle analysis on Cuba country..................................................................................................3
Hofstede model of Cuba compare with UK.................................................................................4
Smart objectives related to business elements.............................................................................6
Part 2................................................................................................................................................6
Porters generic strategies to fulfil the business goal....................................................................6
Ansoff's new market development strategy.................................................................................7
Market entry mode strategy:........................................................................................................7
Pricing and positioning strategy:.................................................................................................7
Product life cycle model..............................................................................................................8
Price elastic and price penetration...............................................................................................9
Place distribution, Location in store or online store....................................................................9
Promotion of product...................................................................................................................9
Part C.............................................................................................................................................10
Implementation of strategies......................................................................................................10
Performance measure.................................................................................................................10
Final justification of choosing Cuba country.............................................................................10
.......................................................................................................................................................11
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................13

INTRODUCTION
The action of promoting, advertising, selling products and services termed as marketing.
Popular marketing practices are first optimized the goal, create a website, use advertisement
method etc. Under armour UK based sports equipment organization that manufactures footwear,
sports and casual appear. This company begin to recognized by soccer association. Due to the
popularity of company's product, they want to open their company's branch in Cuba country
(Ahsan, 2019).
This report consist of sostac analysis in which macro environment of the moving country
is evolved. Further discussion is about hofstede model and smart objective related to financial,
customer, porter generic, ansoff's new marketing,strategies and marketing mix are there, that
focused on approaches like glocal, adaptation. Finally, the report consist of actions and control
made by the organization to move their business to different country.
MAIN BODY
Part 1
Pestle analysis on Cuba country
Political factor:
Political factor focus the role of government in shaping the business. Government in
Cuba country has good record of attachment with UK treaties. Country has a stable and
transparent political environment system that will help Armour UK based sport equipment
company to establish their business there.
Economic factor:
Economic factor focus on economic condition of organization or country. That includes
interest or inflation rates, financial state of the country. Demand of armour company's product
can be impacted by inflation rate, which implies increase in supply market (Budur, 2020).
Social factor:
Social factor involves demographic factor like population size, customs, culture and
behaviour of the country's people. armour company has good attitude towards health and safety
measures. Before entering into the market armour company should know about the social nature

between government and society. Armour company should have complete analysis of attitude
towards the authority to launch their products in the market.
Technological factor:
Technological factor focus on innovation in products using various science technology.
Armour company can assess the internet penetration in the country. Company should have to
evaluate all e-commerce technology infrastructure before switching to the country's
market.Armour company should have complete analysis of supply chain partners area, that will
help the company to bring more transparency in their products (Chakrabarty, 2021).
Environmental factor:
Environmental factor involves physical condition that is temperature, work behaviour of
people etc. It includes how climate change will influence armour company and its supply chain.
Armour company needs to discuss all competitive strategy that what investment company has to
make in their product. They need to know all environmental factors before entering into Cuba
country's market.
Legal factor:
Legal factor focus on all the legal matter as employment law, health and safety regulation
etc. armour company should know about the employment, data protection law, consumer
protection law or business law to establish their brand in Cuba country.
Hofstede model of Cuba compare with UK
Power:
Power represents the level of quality and inequality within a societal group. Cuba country
has high power distance as compared to UK. Whereas, in UK the power distance score is low
among the higher class society than working class. This will help armour company to build
themselves in Cuba (Islami, Mustafa and Latkovikj, 2020).
Individualism: