Strategic Marketing for Divine Organic Face Cream in Thailand

STRATEGIC MARKETING

Table of Contents
EXECUTIVE SUMMARY........................................................................................................................3
INTRODUCTION.......................................................................................................................................4
MAIN BODY..............................................................................................................................................4
Recommending Product and Country......................................................................................................4
PESTLE analysis.....................................................................................................................................4
SWOT analysis........................................................................................................................................6
Available Entry options...........................................................................................................................7
Market Segmentation...............................................................................................................................8
Porter’s generic strategy........................................................................................................................10
CONCLUSION.........................................................................................................................................12
REFERENCES..........................................................................................................................................13

EXECUTIVE SUMMARY
Strategic marketing refers to use of marketing tactics to provide better services to
customers and to increase the customer base. Present report had based on Ashanti Marketing
solutions. The company had to launch a new product named as “Divine organic face cream” in
Thailand. In this report Pestle analysis had been done to analysis the external environment of
Thailand. Opportunity and threats had been analyzed through SWOT analysis.
Furthermore, study had covered three modes of market entry. Best suitable entry option
for the firm had been recommended. By applying concept of segmentation and targeting the
potential market for the company had been advised. Moreover, Porter’s generic strategy had
been explained and best generic strategy for the company had been adopted.

INTRODUCTION
Strategic Marketing refers a method by which a firm differentiate themselves through
competitors. Through focusing on strengths and weaknesses of company, it will able to provide
better service to the consumers. Under this company targets the people by making a strategic
plan in order to convert them into customers. The study is based on Ashanti Marketing Solutions.
It is a company that wants to launch a new product in a suitable country.
Report will cover Pestle analysis and SWOT analysis of chosen country. By this
company will be able to identify current opportunities and threats of the country and also able to
determine the impact of external environment upon the business Study will explain the targeting
and segmentation in general terms and client will recommend best suitable option for the entry.
Furthermore, Market segmentation of product will be done. Afterwards Porter generic strategy
will be explained and best suitable strategy will be applied for the product.
MAIN BODY
Recommending Product and Country
Product – Ashanti Marketing solutions can launch Divine organic face cream. This cream helps
in preventing sun burn as well helps to reduce dark spots of the face. This cream reduces acne
marks and restricts melanin. Skin becomes lighter and glowing. This cream contains power of
osmanthus, saffron and essence of rose. It is completely a natural product made through using
natural ingredients with floral extracts.
Country – Thailand is located southeast to Asia. Bangkok is capital of Thailand. This can be a
country to sale this Divine organic face cream. Thailand is best known for organic farming.
Thus, launching an organic product will be fruitful. As people of Thailand also rely on organic
products and it can be a bestselling spot for the company.
PESTLE analysis
 Political Factors – Thailand is the place known for the tourist, but from some year the
tourism industry of the country is badly affected due to the conflict among the political
parties. There is political impact of two parties. One named as redshirt and other one is