(pdf) Marketing Theories Ansoff Matrix

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REPORT
Table of ContentsINTRODUCTION...........................................................................................................................3TASK-1............................................................................................................................................3Identify where the market is?.................................................................................................4Identify what the market is ( use marketing theories Ansoff matrix).....................................4Why has this became a growth area?.....................................................................................5Define Culture through cultural based definition, psychological based definition and marketbased definition......................................................................................................................6What are different aspects of culture?....................................................................................7Write a brief background about Qatar....................................................................................7Evaluate and identify key issues within this culture..............................................................7What is attitude? Provide 3 definition- cultural, psychological and marketing.....................7Identify and explain the theories on attitude and apply one theory to Qatar..........................8Evaluate and identify key issues and what has been done and still needs to be done to changethese........................................................................................................................................8What is adaptation and standardisation within marketing?....................................................9Looking at the "non-alcoholic drink" product, what will need to be applied to this drinks..9market and why?.....................................................................................................................9What would you recommend to companies looking to expand into this market?................10TASK-2.........................................................................................................................................10What is a changing society and how has the UAE changed over the past 50 years?..........10Identify one buying behaviour theory to support the changes in attitudes towards buying nonalcoholic drinks within the UAE..........................................................................................11CONCLUSIONS............................................................................................................................12REFERENCES..............................................................................................................................13
INTRODUCTIONNon alcoholic drinks are very much in demand in today's time. Due to various needs anddemands of the customers. Various companies have introduced a variety of foam-less maltdrinks. For instance, Seedlip is a UK based company which produces non alcoholic beveragesand is now looking forward to expand its business to UAE. Hence, in order to expand a businessinternationally, the respective company needs to undertake many factors which could help ingetting business from the new foreign market. This report will study about various culturalinfluences such as language, religion, norm, etc. (Al‐Ansari and et. al., 2016) which affects thedemand of the non-alcoholic drinks of the respective organisation. Additionally, this report willalso analyse various marketing strategies to influence these customer patterns. There are manyproblems that are faced by the company while launching the marketing promotions into newmarket. Thus, this report will help in understanding various adaptations that are made bymarketing division of Seedlip to attract the customers of UAE.TASK-1The ProductA non-alcoholic drink, commonly known as foam less malt drinks in UAE are a variationof alcoholic drinks which does not include alcohol in them. There are many variables in thiscategory such as non-alcoholic mixed drink or a virgin drink, non alcoholic beer and mock-tails.In UK, the licensing law places restrictions on the sale and consumption of beverages with thealcohol percentage of more than 0.5%.Companies selling Non-alcoholic beveragesThere are many companies that are selling foam less malt drinks such as Herbie andDiferente which are selling products like Herbie virgin, Herbie Gin, Diferente Aromatic cuvee,Diferente Ruby Red infusion, etc. These companies have been selling their products throughonline portals. Another company dealing into non alcoholic drinks is Seedlip. It is a naturecompany which uses natural herbs and other natural products to produce the non-alcoholicdrinks. Seedlip launched its product Selfridges by the name of Seedlip Aromatic Spice 94 in late2015. The respective organisation has sold many famous products such as Seedlip spice 94,Seedlip Garden 108, etc. It is a UK based organisation which provides its services in UK, USA
and Canada (Alserhan, 2010). However, Seedlip is now looking up to expanding its business inUAE market.Identify where the market is?The beverage industry in UAE has been observing a significant growth and developmentin past few years. This is because of an invariant increase in demands of the customers becauseof culture and population growth rate in this particular region. The beverage industry is consist ofmany non alcoholic products such as liquid diets, soft drinks, juices, milk, foam less malt drinks,etc. UAE has an important share in increasing demand of the sector globally (Bladh and Holm,2013). As per the new market research done by Euromonitor International which is a Londonbased market research firm, the non alcoholic drinks market size in Middle East is more than81.4 billion litres, out of which the amount of consumption in the UAE market was 1.9 billion.Hence, this shows a huge scope of market share for the non alcoholic products of Seedlip(UAE’s Beverage Industry is Set for a Booming, 2016).Identify what the market is ( use marketing theories Ansoff matrix).The non alcoholic drinks has a huge market. There are many variables available indifferent flavours in order to satisfy the customers. However, there is a gap in the market whichcan be turned as an opportunity by Seedlip in order to attract more customers and maximise itsprofit. Thus, Ansoff Matrix can help in analysing new market and developing new products. Thismethod reflects 4 strategies which can help in the growth of the respective company.
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