RIZ Global: Marketing Mix and SWOT Analysis

This article discusses the marketing mix and SWOT analysis of RIZ Global, a company that specializes in Halal Canadian beef and other meat products. It covers the target market, product, price, promotion, place, and relevant foreign regulations. The article also provides insights into the strengths, weaknesses, opportunities, and threats of the company.

Running Head: RIZ GLOBAL 1
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STUDENT DETAILS

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Table of Contents
Introduction................................................................................................................................3
Target market in the foreign country.........................................................................................3
Marketing mix............................................................................................................................4
Product...................................................................................................................................4
Price........................................................................................................................................4
Promotion...............................................................................................................................5
Place.......................................................................................................................................5
SWOT Analysis.........................................................................................................................5
Strengths.................................................................................................................................5
Weaknesses............................................................................................................................5
Opportunities..........................................................................................................................6
Threats....................................................................................................................................6
Relevant foreign regulations that are applied to the product.....................................................6
References..................................................................................................................................7

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Introduction
RIZ Global is termed as the specialists of Halal Canadian beef and other meat products.
The company formed on February 28, 2017.Syed Ali is the company’s founder, RIZ Global
is an integrated company for supplying the premium proteins internationally. The company
also serves with various prepared food, poultry meat, provides catering services and provides
an offer for the consolidation for the choice of your protein product. The company is largest
exporter of its products to Saudi Arabia and several other Middle East countries
(Eichengreen, 2019). Earlier the company used to sell pulses and other food grains but it did
not turned out to be successful, then the company focused on selling beef and since then it
never looked back and now is very successful in the market (Liargovas & Skandalis, 2012).
The Middle-East countries are the current largest destination of the export products of the
RIZ Global.
Target market in the foreign country
The main target market of Saudi Arabia is the largest exporter of the Canadian beef from
the RIZ Global. According to the demographics of the country for the Poultry, farms depict
the positive demand for the products offered by the RIZ Global. The consumption of beef and
meat prevails there on daily basis. The supply of beef exported largely to the Saudi Arabia
and UAE (Johnson, 2012). There is huge demand for the of poultry farm products in the
Arabian countries also the founder of the RIZ Global is from Dubai leading to which the
company has better knowledge about the demographics concerning the demand for the
Canadian beef and other beef products in the Middle-East countries. The increasing demand
of the food and grocery has resulted in the growth of the small and non-organised markets to
the hypermarkets and the malls (Borchert, Gootiiz & Mattoo, 2012). Retailers are now
focusing more the quality service to retain the client for the long-term duration for the

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promoting the growth of the company. The perceptions and the expectations of the customers
in the golf countries are growing with the change of globalisation around the world. Hence, it
is essential for the companies to take care of the service quality or the product offered to the
customers as it is of high importance in building up the perceptions and the psychographics
of the clients or the customers (Rugman & Verbeke, 2017).
Marketing mix
Doing business globally offers both the opportunities and challenges though it
completely depends on the firm how well it accepts both of them. The marketing mix adopted
by the RIZ Global in the international market involves the 4P’’s of marketing namely-
product, price, promotion, and the place. These play an important while entering into the
international market as these varies from the domestic market where the product is
manufactured (Shenkar, Luo & Chi, 2014).
Product
Decisions involved while entering the international market by RIZ Global is the
branding, product differentiations, Image positioning, Risk choices, etc. the flexibility of
modifying the product according to the international market plays a crucial role in growth of
the business in the foreign country. In addition, customer satisfaction should be utmost
priority of the company regarding the development in the international market (Savrul,
Incekara & Sener, 2014).
Price
The pricing policies of the RIZ Global differs from that of the Canada because of
the differentiation in the currency of the two countries, the company is decides on the pricing
after gathering the knowledge about the country in which it is going to export. The prices are
decided according to the class of the people living over there and the economic condition of

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the country. The cost incurred by the exporting country is a significant consideration for the
decisions related to the pricing of the product in the foreign country (Gupta, 2013).
Promotion
The promotion decisions depend on the cultural diversity and the value system of
the international country. Achieving economies of scale through effective promotional
strategy is one of the important objectives of the company. The regulations and the policies
differ according to the degree of the market development of foreign countries. Advertising
decisions rely on the cultural acceptance of the country because some of the international
countries take it offensively without considering the ultimate motive. It is important to study
all these aspects before entering the foreign market. Also, the quality of the product or the
service should prioritize primarily (Simic & Dimitrijevic, 2012).
Place
The distribution decisions of the RIZ Global involves the decisions of the
distribution channel, supply chain and transportation mode to ensure that the utilities of place
and time are created, to maximize the customer satisfaction for the amount they have paid.
These decisions are one of the most important one to decide because it directly affects the
profits of the company also affecting the costs of the company. At times, the distribution
channel turns out to be ineffective leading to the failure of the order and affecting the image
of the company (Apavaloaie, 2014).
SWOT Analysis
Strengths
The strengths of the company include the quality of the products offered to the
consumers and the delivering the order on time by creating place and time utilities.

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Weaknesses
The weakness of the RIZ Global conspires of the distribution channel of the company,
which is a bit costly and delivers the food beyond the time limit provided.
Opportunities
The opportunities for the company involve the growing demands of the products in
the Middle East countries or the golf countries, as this can help the company to grow further
in other foreign markets or globally (Eichengreen, 2019).
Threats
The threats of the company involve the growing number competitors in the market, which
is a serious threat at the growing stage of the company (Liargovas & Skandalis, 2012).
Relevant foreign regulations that are applied to the product
Every country has its own regulations of export and import procedures varying upon
the economic conditions, production, and stability in the currency then accordingly the
policies of the different countries formulated to regulate the procedure of import and export
of any particular country. In the absence of these regulations, one country might struggle to
process such big transaction and while indulging in the export and import procedure the
regulations of both exporting and importing country are considered and then the transaction
executed. Similarly, Canada has certain relevant foreign regulations while exporting the
Canadian beef and other meat products RIZ Global that require certain processing.
Requirements of water retaining according to the type of meat, added substances in definite
quantities should applied with regard to the quantity mentioned in the policies, and the
sausage is the part of the processing requirements, which should be done properly (Johnson,
2012).

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The other regulatory requirements are the labelling, which is a prerequisite before
exporting any kind of product of the industry. The labelling must mention the type of the
product, quality of the product and most importantly the expiry date and the manufacturing
date of the product, in order to provide the client the adequate knowledge about the product.
The quantity of product to export clearly mentioned to avoid any kind of loss in future
(Borchert, Gootiiz & Mattoo, 2012).
On the other hand, there are rules and regulations of the importing country as well and are
important to consider and accordingly the goods are packed and labelled in order to avoid
any kind of communication barrier due to different languages used by the countries involved
in the international trade. Also the modes of payments are negotiated and finalised according
to the convenience of both the countries to avoid kind of loss, fraud, or conflict arising in the
future on the grounds of payment (Rugman & Verbeke, 2017).

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References
Apăvăloaie, E. I. (2014). The impact of the internet on the business environment. Procedia
Economics and finance, 15(3), 951-958.
Borchert, I., Gootiiz, B., & Mattoo, A. (2012). Guide to the services trade restrictions
database. Abingdon: Routledge.
Eichengreen, B. (2019). Trade policy and the macroeconomy. IMF Economic Review, 67(1),
4-23.
Gupta, A. (2013). Environment & PEST analysis: an approach to the external business
environment. International Journal of Modern Social Sciences, 2(1), 34-43.
Johnson, H. G. (2013). Money, Trade and Economic Growth (Collected Works of Harry
Johnson): Survey Lectures in Economic Theory. Abingdon: Routledge.
Liargovas, P. G., & Skandalis, K. S. (2012). Foreign direct investment and trade openness:
The case of developing economies. Social indicators research, 106(2), 323-331.
Rugman, A. M., & Verbeke, A. (2017). Global corporate strategy and trade policy.
Abingdon: Routledge.
Savrul, M., Incekara, A., & Sener, S. (2014). The potential of e-commerce for SMEs in a
globalizing business environment. Procedia-Social and Behavioral Sciences, 150(1),
35-45.
Shenkar, O., Luo, Y., & Chi, T. (2014). International business. Abingdon: Routledge.
Simic, V., & Dimitrijevic, B. (2012). Production planning for vehicle recycling factories in
the EU legislative and global business environments. Resources, Conservation and
Recycling, 60 (1), 78-88.

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