Marketing in an international environment for MDH Spices

Running Head: MARKETING IN AN INTERNATIONAL ENVIRONMENT
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MDH Spices
Marketing in an international environment

MARKETING IN AN INTERNATIONAL ENVIRONMENT
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Executive summary
MDH spices is a well-known brand in various parts of the country by providing best quality
of spices. It can set up its business in other countries too by using effective planning
strategies for it. While entering into Indonesia, it will target the men as well women between
the age of twenty to fifty. Besides this, it also targeted those who are interested in cooking. It
will help the MDH spices to enter with great presence in Indonesia. It will enter the
Indonesian market by doing joint venture with Royal spices. It will help the company to
expand its business quickly. Promotion of its spices will be done on television or on the
website of Royal spices. In addition, it will also offer discount in the starting phase. In future,
it might face the problem regarding changing customer expectations or government policy.
Therefore, it will do the market research time-to-time so that it can cope up with the outside
environment.

MARKETING IN AN INTERNATIONAL ENVIRONMENT
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Contents
Executive summary...............................................................................................................................2
Introduction...........................................................................................................................................4
SWOT analysis of MDH.......................................................................................................................5
Product strategy.....................................................................................................................................6
Changes and adjustment made while entering into Indonesia for business........................................6
Segmentation strategy...........................................................................................................................6
Demographic segmentation-..............................................................................................................6
Geographic segmentation-.................................................................................................................6
Psychographic segmentation..............................................................................................................7
Behavioural segmentation.................................................................................................................7
Positioning strategy...............................................................................................................................7
Pricing strategy......................................................................................................................................7
Mode of entry and distribution strategy.................................................................................................8
International promotion strategy............................................................................................................9
Problem identification & solutions, future management control and measurement systems..................9
Conclusion...........................................................................................................................................10
References...........................................................................................................................................11
Appendix.............................................................................................................................................13

MARKETING IN AN INTERNATIONAL ENVIRONMENT
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Introduction
Mahashay Chunni Lal Gulati launched MDH spices in 1919 by opening a small shop in
Sialkot. It is also known as Mahashian Di Hatti. It holds a leading position in India due to its
wide variety of products at low prices. It is a global supplier of spices. It has total 12%
market share as per Euromonitor. Its products are exported to Canada, the United Kingdom,
Japan, Saudi Arabia, Europe and the United State of America. Due to the 88 years of
experience of MDH owner, people have trust over the brand. Its objective is to provide the
best quality product that is affordable to every kind of consumer. It has received quality
assurance award as well as received “Arch of Europe” Award for excellence in quality in
Paris (MDH Spices, 2018). The aim of the paper to come up with a marketing plan for MDH
spices when it is entering into Indonesia. Therefore, a good promotional as well as pricing
strategy is required to adopt.