Strategic Marketing for Tropicana in Somalia

Strategic Marketing

Executive summary
Tropicana is American multinational company want to expand in Somalia, a sovereign country in
Africa with its fruit’s juices. Pestle analysis of Somalia will help Tropicana company to
understand potential opportunities and threats. In addition, Market entry options development or
sale of the products or services or cooperate each other in achievement of organisational
objectives. The firm fruit-based beverages are particular focussing on their youth belonging to
lower- and middle-income groups. The firm need to focus on appropriate intensives growth
strategies to achieve the growth in Somalia country which includes market penetration, product
development, market development and diversification.

Contents
INTRODUCTION...........................................................................................................................3
PESTLE Analyse.........................................................................................................................3
Market Entry Options..................................................................................................................6
STP..............................................................................................................................................7
Porters Generic strategies............................................................................................................9
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Strategic marketing is the process of planning, developing and implementing manoeuvres to
obtains the significant competitive edge by outlining simplifying direct maps of company
objectives achievements. A well-defined feasible marketing strategy helps the organization in
meeting customer needs and attainable suitable goal. Companies are performing great strategy
for with creation of brand attachments and customer loyalty through different marketing
practices and tactics.
Tropicana is American multinational company primary markets fruit-based beverages
established in year 1947. The firm provides flagship juices, reduced sugar and calories along
with calcium fortified juices. Currently the firm want to expand in Somalia, a sovereign country
in Africa with its fruit’s juices. In this report, there will be proper macro environmental analysis
and different modes of entry which be turning out to be profitable for the firm. There will be
proper discussion of market segmentation and targeting of customer in Somalia country with
application of porter’s generics strategy to gains competitive advantage.
PESTLE Analyse
Pestle analysis provides a framework through which macro environment factors of a
market can be analysed. Analysis of these factors helps in identifying and understanding
different opportunities and threats that organisation can experience. Concerned with Tropicana,
company wants to enter into Somalia with its new product that is immunity booster juice
(Medinilla, Shiferaw and Verona, 2019). Pestle analysis of Somalia will help Tropicana
company to understand potential opportunities and threats and what strategies can company
make to deal with these. Pestle Analysis is as follows-
Political
Political environment involve influence that political conditions of a marketplace can
have on success and operations of the business. This environment consists of elements that are
government policies, business regulations, budget conditions and plans. Essential functions in
Somalia are performed by government institutions and because of bicameral legislature, this
enhances controlling and governing of Somalia. This can create difficulties for Tropicana as
many of the functions will be directly carried out by government organisations. Political
conditions of Somalia also caused lack of capacity in every part of the country and starvation and
diseases cause significant deaths in the country. This is in some way negative for Tropicana in
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