Global Marketing and Sales Development of Ambr Eyewear in Bahrain

This report provides a comprehensive marketing plan for Ambr Eyewear's entry into the Bahrain market. It begins with an introduction and company overview, highlighting the brand's focus on blue light blocking glasses. The situational analysis includes a macro-environmental assessment using PESTLE analysis, examining economic, technological, legal, environmental, political, and social factors in Bahrain. A micro-environmental analysis employs SWOT analysis to evaluate Ambr Eyewear's strengths, weaknesses, opportunities, and threats. Internal analysis is conducted using the McKinsey 7S model, and the operational environment is assessed using Porter's Five Forces. The report then defines marketing objectives and outlines a marketing strategy, including segmentation, targeting, and positioning. Marketing tactics are detailed, alongside a marketing action plan. The report concludes with references and appendices, offering a thorough examination of Ambr Eyewear's prospects in the Bahrain market.

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Global Marketing And Sales
Development
Student ID: B00855794
Name of the Student: Manish Kumar
Name of the University: Ulster University

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Table of Contents
1. Introduction..................................................................................................................................4
2. Company Overview.....................................................................................................................4
3. Situational Analysis.....................................................................................................................4
Macro Environment of Bahrain...................................................................................................4
Microenvironments of Ambr Eyewear........................................................................................7
Internal Analysis by McKinsey 7's Model...................................................................................8
Operational Environment by Porter's 5 Forces............................................................................9
4. Marketing Objectives.................................................................................................................10
5. Marketing Strategy....................................................................................................................11
5.1.1 The Attractiveness of Bahrain..........................................................................................12
5.1.2 Competitive Strength........................................................................................................12
5.1.3 Strategic Joint Venture- Reason for Joint Venture...........................................................13
5.1.4. Segmentation, targeting position.....................................................................................13
Targeting....................................................................................................................................13
Segmentation.............................................................................................................................13
Positioning.................................................................................................................................14
6. Marketing Tactics......................................................................................................................14
Marketing Action Plan...................................................................................................................16
Conclusion.....................................................................................................................................16
References......................................................................................................................................17
Appendices....................................................................................................................................19

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1. Introduction
This report is included with relevant data about how the company, Ambr wear, will implant its
franchise to the country of Bahrain. An overview of the company with situational analysis has
also been included in this report. The situational analysis contains Macro environment which
discusses the potential factors of survival with the help of Pestle analysis and on the
microenvironment about the company's strengths, weaknesses, opportunities, threats using the
very effective way, SWOT analysis, to conclude the environment of both the country and the
company. These other relevant data such as the Mckinsey 7s model, porter's five forces, etc. have
also been included. Other parts have also been focused on like the strategies used in marketing,
the objectives of the marketing, the tactics of the marketing, action plan of marketing and proper
references have also been included for the result of the report.
2. Company Overview
The company, Ambr Eyewear, has been founded by Sacha Cahill and Dan Nugent with the idea
and notion that insomnia and headaches are caused by the long and excruciating hours at the time
spent during the staring of the computer screens. The problem identified by the company was
that the glasses for computers available at that particular time were ordinary and weird-looking
glasses without any special features, so the owners started to manufacture and create glasses
which are blocking glasses from the blue light with better looking and design and for performing
well than any other glasses in the market. At last, they achieved to make a glass that was made
with the last amount of their savings and launched a one-time or limited range of designs through
their website which was homemade. The outlets of media and the social influencers quickly
came into know and selected them. With these, they owned their new shop, and within a couple
of years, they were in 80 different countries
3. Situational Analysis
Macro Environment of Bahrain

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Economic Factor: The domain of higher education has a straight collision on the society and
individuals regarding the status of socio-economic and the growth in the economy
(Mahmood2018). These impacts or shocks reversed the advancement which was made by the
country in the improvisation of the level of investment, both privately and publicly, and in the
establishment of the external and internal balance which will be necessary to promote a business
in the country.
Figure: GDP rate of Bahrain
Source: (Statista, 2021)
Technological Factor:The involvement of technology in the fostering of the innovations done in
local and economic development in the countries that are being developed (Amankwah‐
Amoah2019). For Bahrain, digital transformation and technological advancements have been key
factors of the country's economic vision. An ambitious and concentrated plan of development has
been focused on the principles of competitiveness, fairness, and sustainability growth. The

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government's strategy of a digital government focuses the dedication on the transformation of
their services by the process of on growth technologies that will help the country to create and
build up a life which will be better and helpful for the citizen and the industrial and private
sectors for implementing new ideologies on their advancements and make a global impact
resulting in performance growth of the corporate and private sectors. resulting in performance
growth of the corporate and private sectors.
Legal Factor:The government of the country Bahrain has earlier identified the impact of spatial
information on the nation's governance, planning, and services of public provision. This has led
to the creation of the GIS steering committee of national in acceptance of the regulations that
were issued by the Prime Minister. The BSDI is place parallel with the policies that are wider of
the Kingdom rather than just quick solving of problem and helping the vision of Bahrain in
creating the finest and appreciable infrastructure which will be linking with the global economy
of Bahrain (Baloshi2018).
Environmental Factor: The publication of Bahrain's National Environmental Strategy
particularly outlined the precedence for the action of the environment and also proposed
necessary solutions which will praise the drive of the government towards development that are
sustainable. In its suggestions, the strategy put a focus and pressure on the need for enhancing
the capabilities of the legislative and institutional framework of the environment so that the
commission of public and the environment might distribute itforesee.Strategic orientations of any
enterprise has an influence on the management of environment and characteristics of
environment which are external to this relationship (Yan et al. 2020).
Political Factors: The political factors include the political consequences, changes in the
constitution of government, stability in government, and stability in politics (Perera 2017). The
unrest of politics in the country Bahrain is hugely unbeliever with the majority of Shi'a most of
the chafing of the socio-economic at lower status as well as the Sunni elite. There is a strong
influence of political decisions on the cultural and social environment in a country. There will be
a sharp contraction of the economy and the country would be facing a financial struggle and
hardships which owes to the impact of the global pandemic on worldwide demand and collapsing

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the prices of oil. The political system on which the country lies is within a framework of a
monarchy in the constitution.
Social Factors:The country is governed by Islamic laws and most of the country's area is a type
of finance hub that is situated in regions that are made especially for Islamic banking. The social
culture of the citizens is focused on growing the population's workforce with the highest literacy
level and education being the 3rd largest state expenditure. During the festival of Ramadan, the
activities of the business and the corporate sectors get a high decline as everybody is enjoying
their festive season and this break is negligible as most of the times the citizens work as they
have nature of hardworking (Baloshi 2018).
Figure : The population rate of Bahrain
Source :(Statista, 2021)
Microenvironments of Ambr Eyewear

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SWOT Analysis
Strength: This section deals with the advantages and power of the company (Teoli 2019). The
Company focused on designing glasses with modern technologies and implementing newer
methods so that the customers would be benefitted from the new and advanced technologies. The
glasses made by the company would protect from blue lights which causes serious damages to
the eyes and by blocking them. Quality is the main reason for the success of the company. The
company has its website and it provides different types of lenses and the eyewear is
manufactured for all kinds of ages.
Weakness:Weakness can be defined as the deficiency of not having competency or form that is
necessary for something (GURL 2017).The company has invested all of their shares in the
production of the newer models of glasses which could be problematic in extending the company
to foreign countries, here Bahrain, and also the products managed and created by the company
has been already introduced by different companies in the country of Bahrain and the nature of
competitiveness is always higher for them as the country has a very limited amount of population
and the companies already established their position goodwill in the country. So, it will be
difficult for the company to implant its position in the country.
Opportunities:In an environment which is competitive, organizations need to take full
advantage of the opportunities which are present for the optimization in the developments of
their business (Benzaghta et al. 2021). The opportunities that the company has are the use of
social media and the internet where they can promote their products and necessary information
about the company. The company has launched a homemade website which guides the users of it
to the different parts of the products. The company has the opportunity to introduce a newer
model, as it has done like the blue light blocking glasses which will protect the eyes from the UV
rays. So the company introduced products that are new and innovative. Introduction to editions
that are limited, high class, and luxurious have been also tried by the company for its better
success and profitability.
Threats: The threats of the company that it possesses are the market competition and the product
and brand failure.Changes in the environment results in threats to an enterprise or organization
and also acts as a source for the deterioration of its condition (Avanesova 2017).

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Internal Analysis by McKinsey 7's Model
The company tried to survive and is still surviving in this competitive market with changing and
in an environment that is unpredictable (Zincir 2017).
Strategy: Recently companies are trying to search for opportunities that are new to improvise
their effective cycle of business and productivity (Gechkova 2020). The Company used strategy
to create a plan for achieving a competitive advantage that is long-lasting and for competing
successfully in the market. It helps in proper functioning and vision of where to go and what to
do next.
Structure:The organizational structure that involves people, environment, technologies and
techniques of administrative is required for the achievement of the objectives of the company
(Oshita 2017). The representation of structure by the company is the process by which divisions
of the business and units are arranged and that also includes the necessary information of who is
answerable to whom. The structure is the chart of an organization or the company.
Systems: It is all the procedures and processes of the company, AmbrEyewear, which discloses
the daily activities of the business and how proper constructions and decisions, are made.
Systems are the region of the company which determines how a business should be done and it
should be the main concern for the managers during the change in the organization.
Style: It showcases the ways how Ambr eyewear is handled by the managers of top-level, how
the company interacts, what type of actions they take and the value of their symbol.
Shared Values: It is the main thing about the model that has been used by the company. They
are the standards and the norms that escort the behavior of the employee and the actions of the
company and so, it is the foundations of every organization(Bismarket.,al 2018).
Operational Environment by Porter's 5 Forces
Competition in The Industry: The force of the rivalry depends upon the intensity and the basis on
which the competition is present between the companies (Goyal 2020). The competition of the
company is primarily high as there are other companies who have the same characteristics as this

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company and there is high intensity among the companies for the same amount of market share
and profitability(Staack, Amadori&Jouannet 2019).
The threat of New Entrants: This is the risk that the potential competitors are newly entering into
this business. The risks are always high for new entrants as they would be having the same
amount of product supply and knowledge because of the presence of other competitors who have
the necessary data and information for establishment.
Bargaining Power of Suppliers: Suppliers who are powerful can increase the price of the
production because of high demands and also, they could reduce the quality for profit or to the
service level that has been delivered earlier. So, the bargaining power of the suppliers is high in
this scenario.
Bargaining Power of The Consumers: It is the concern of the company that the consumers can
put enough pressure on the price lowering statement or the demand for a higher amount of
quality which may be difficult for the company to deal with. So the bargaining power of the
consumers is relatively high.
The threat of Substitutes: Products that are similar to what the company is selling are always
available. Other eyewear companies produce similar products with the same costs and sometimes
lower. So, the companies face a lot of problems in the profit margin of the company. Thus we
can conclude that the threat of substitutes is also high.
4. Marketing Objectives
The objectives of the company are to implement glasses that are not very similar to the existing
market and the glasses they are trying to make and have succeeded also, are the glasses which
will protect the eyes from harmful blue lights and the designs will be pretty much limited. They
are planning to enhance their sectored growth in different countries and provide them with their
products. Their products would be good looking and better design and better in performance than
any other glasses company in the world.
The marketers can use SMART objectives by focusing on the short-term and long-term goals.
The SMART objective consider that the objectives must be specified, measurable, relevant,

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attainable and time bound. It helps the marketers to complete the goals with specific time. For an
example, to implement effective promotional strategies the organization need to imply
information technology within 1 month.
The SMRAT objectives can be set as follows:
 To introduce Amber Eyewaerto the Bahrain market.
 To create a brand promoting program through using social media marketing campaigns
and brand promotion to reach 25% of the 8 million people of the country’s targeted
market.
 To associate with the stakeholders by conducting promotion program in the industry
fairs.
 To achieve the sales by 15% of current annual revenue.
 To provide the customers with trendy and unique eye wear products.
5. Marketing Strategy
The major marketing objective of Ambr Eyewear is to provide worldwide customers with blue
light blocking glasses which are the prototypes of the new glass technologies. The company
wants to explore their business within the global market by producing better designed, better
looking and better-performing lens. The organization has determined a specific marketing
strategy to extend its business opportunities to Bahrain which is one of the smallest countries in
the Persian Gulf with a 1 million population. In the following sections, the effective marketing
strategies of Ambr Eyewear have been discussed briefly by analyzing systematic approaches
(Mothersbaugh, Hawkins, Kleiser, Mothersbaugh& Watson2020).
5.1 Portfolio Analysis
Ambr Eyewear has been founded by SachaCahil and Dan Nugent. The Ireland based company is
situated in Dublin. The founders of the company were focused to design stylish eyewear by using
modern technologies that will ensure that customers can be benefited by having blue light

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blocking glasses. The founders were invested all of their savings to establish the business idea. In
the beginning, the pair have launched a limited designer eyewear collection by introducing an
outlet in their home country by transforming their house kitchen into a little outlet. After that,
they had launched a homemade website where the customers can avail themselves home delivery
service. After two years, Ambr Eyewear has introduced high-end products in the market of other
80 countries. In the current context, the organization has focused to extend the business to the
market of Bahrain, by analyzing the political, social, economic, legal and environmental factors
of the country. The company has its official website, where the customers can discover, select,
purchase and review the huge range of products. The company provides several types of blue
light, ultra, transition and Polarized sun lenses for its customers. They are providing eyewear
collections for all ages. The company also provides sufficient information on the official site so
that, the customers can learn about the efficiency of blue light glasses (Ambr Eyewear 2021).
5.1.1 The Attractiveness of Bahrain
The PESTEL analysis of the country has represented the positive environment to develop
sustainable business opportunities for Ambr Eyewear. The political environmental analysis has
shown that the country maintains strict rules and regulations as a result there is less corruption.
Despite the country being ruled by a constitutional monarchy that is controlled by the king,
however, the stability of the political environment has added additional opportunities for the
company. The economy of the country is placed as the 13th freest economy among the other
countries of the world. The economic growth of the country is very strong, as the economy of the
country is dependent on oil. However, during the pandemic period, the GDP of the country has
been reduced by 2.1% (Yosri 2021). The growing workforce of the country is another positive
aspect for the company. The social status of the people of the country is very high, the people are
always looking for exploring new trends from the global market. The technological development
of the country represents that, Ambr Eyewear can establish its business operation in the market
of Bahrain as the company is also investing to increase the quality of the products by using
current technologies.
5.1.2 Competitive Strength
The competitive strength of the company is very high because the company is continuously
enhancing the functionality of the organizational management to enhance the quality of the